Sample Editorial Schedule
Following is a sample editorial schedule (using fictitious data for a possible Xbox competitor) that would be used to identify publications with features that we might participate in.
|Technology – next frontiers for families
|Digital Dreams – Games
|Consumer Broadband, Business Broadband
|February 20 (missed)
|PC vs. Console Games
|Developing for Wireless
|Ultimate Game Library (pitch online)
|Rollout report: Telecom
|One Box – Multiple Services…
|DSL / Broadband Technology
|Smart home – residential automation
|Bringing Internet to home theater
|Computer Graphics World
|New Gaming Platforms
|Broadband video content
|Focus: Future Technology
We can find the editorial schedules at the websites of the publications we are targeting. For example, we find the editorial schedule for PC Magazine HERE. We can also lookup targeted editorial schedules within databases from MyMediaInfo and others. Their service is called MyEdcals. Has since been purchased by another company.
This company compiles information from over 400,000 story opportunities from ALL categories. Their prices used to be about $500/year (which I would split with several of my consulting companies), but they shot up to over $2,000 once the company was acquired. The database is updated every single day. They are also happy to add a publication if it is missing.
Once you have your editorial calendars you will compile them and then sort by the editorial due dates. You will then calculate the apx pitch lead time so you can pitch your product/service toward the topic of the editorial calendar. Following are typical lead times according to the publication distribution schedule:
- Monthly – 3 months
- Weekly – 1 month
- Daily – 1 week
Note: Be cautious about signing up for newsletters at MediaMap, I was averaging three e-mails from them a day before I had to unsubscribe.
Following are a few documents that will help you further.
- Pitch Lead Time Calendar (Excel). Download a simple pitch lead calendar that helps you understand the variables that determine when a pitch should be attempted.
- Editorial Calendar Sample – Kit (Zip). Sample calendars, sample edi cals and a sample calendar, etc.
- PR Plan of Action (PDF). View the PR Plan of Action. It contains detailed instructions on how to sort your database.
Sample Editorial Calendars (don’t worry about the dates–it’s the example that is helpful):
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