Happy Holidays!!
The two weeks in between Christmas and New Year's can often feels like a state of limbo when you're marketing your product or business. 2010 is winding down and you're making plans for 2011, yet we're not quite there yet . . .
One of the best uses of this time, however, is in planning for the New Year . . . And when it comes to advertising and promotion this means knowing what the prospective media you hope will give you some coverage in 2011, is planning for their upcoming year.
In the world of advertsing and marketing this means: Editorial Calendar. By now, most print mediums - both newspaper (tabs) and magazines have set their editorial calendars for 2011. This calendar is a guideline of what topics/subjects they plan to target per issue. Some will have gardening issues or vacation issues, others will devote issues or advertising pages to car maintenance, lawn care . . . even better are the newspapers and magazines that produce special "tabs" to take to the home and garden or weddding expos in the spring.
Knowing what your local print mediums have planned for next year will help you to plan and to time when you send out your press releases and when you choose to run your print ads.
Spend some time now contacting the publications to get their calendar. If they don't have it available online, ask for a media kit. The calendar is usually included in the advertising information that makes up a media kit.
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