There are many excellent ways to build a media list that is best targeted to a given book and author. Here are some of the tools publishers, authors, and book publicists often use. All are available for sale, and many are available in library reference rooms, but libraries don’t always have the current editions.
Bacon’s Media Directories
These directories include in-depth profiles on more than 150,000 reporters, editors, and columnists. You can search for the reporters and outlets of most interest to you and create customized media lists by publication, market, beat, or other criteria. Options include: Newspaper/Magazine Directory, Radio/TV/Cable Directory, Media Calendar Directory, Internet Media Directory ($425 each set, found in many library reference rooms), New York Publicity Outlets Directory, and Metro California Media Directory ($375 each). Bacon’s lists online include 80,000 media outlets and more than 600,000 individual reporters, editors, columnists, and freelancers, so you can quickly build customized media lists that are accurate and on target with your goals. Each media contact is 70¢; there is a $100 minimum charge per order.
The Gale Database of Publications and Broadcast Media
This premier media directory contains thousands of listings for radio and television stations and cable companies. Print media entries provide address, phone, fax numbers, and email addresses; key personnel, including feature editors; and much more. Broadcast media entries provide address, phone, fax, and email addresses; key personnel; owner information; hours of operation; networks carried; and more ($950).
All-in-One Media Directory
Gebbie Press products include an annual All-in-One Media Directory, print version ($155) and an annual All-in-One Media Directory, data-only CD versions: Daily and Weekly Newspaper CD, Radio and Television CD, and Trade and Consumer Magazines CD ($155 each, $415.00 for all three). Gebbie also sells an annual All-In-One Media Directory, PR Pro CD software ($565).
Harrison’s Guide to the Top National TV Talk and Interview Shows
Contains detailed profiles of over 600 key contacts at more than 280 top national cable and TV shows that interview guests ($267–$497, depending on options).
Dan Poynter’s Para-Publishing
Many reports, lists, and other products and services.
Book Marketing Update
This twice-monthly subscription newsletter is edited by John Kremer (author of 1001 Ways to Market Your Book) and produced by Bradley Communications (Radio TV Interview Report; www.rtir.com). It keeps you up to date on key media contacts where you can get free publicity for your book ($227 at the one-year author/small press rate).
This media placement newsletter is a weekly roundup of opportunities. It’s available by email only ($167.50 per year).
Bulldog issues Lifestyle Media and Business Media bimonthly newsletters ($449 each per year) and National PR Pitch Books media directories. The directories include contact information on the 43,000 most influential journalists and 30,000 top media in the United States—plus Bulldog Reporter’s exclusive PitchingTips, which give details on how these journalists want and don’t want to be pitched. Its volumes cover Business and Consumer;Health, Fitness and Medicine; Investment, Banking and Financial Services; Travel, Food and Hospitality; and Issues, Politics and Policy ($450–$499 each). Bulldog also offers custom list-building. Prices vary from $195 base price plus $7/name for its Master List of unusual subjects or when traditional beat definitions aren’t precise enough, to $195 base price plus $3/name for its Express list, when your story topic or press release matches traditional beats.
info.prnewswire.com, email@example.com, or 888/776-0942
Links reporters quickly and conveniently with expert sources.
The Publicity Hound
Special reports, lists, free articles, and much more.
This award-winning monthly newsletter offers current market information, news, and tips for travel writers and photographers as well as PR professionals. TM details new markets, pay scales, editors, specs, and more ($65 per year via email; $75 per year in hard copy).
Gordon’s Radio List
www.radiopublicity.net, or 949/855-0640
This list provides contact information for more than 1,100 radio shows that interview authors and other guests. It includes hosts' and producers' names, addresses, e-mails, and phone and fax numbers, plus notes on what each show is about. Unlike other lists, it is updated daily. Results are also guaranteed; William Gordon will investigate any listing that appears to be out of date and report back to you. Available in Word or Excel for $329.
Joe Sabah’s Radio List
A Current Database of 953 Radio Talk Shows Who Interview Guests by Telephone includes call letters of the station, name of the show, hosts’ and producers’ names, address, phone and fax numbers, Watts (power of the station), email addresses, and Web sites. Available on PC or Mac CD in ASCII format, which can be imported into any program with an import feature. Note: Joe updates this database every six months, because the turnover in radio stations is so high ($99).
The Web has a lot of media resources, of course. Some are free; some cost. Some give only a little information—company name, address, and basic email address—while others are more detailed. Useful Internet resources include a Media Directory of Local, Daily and Weekly Newspapers at www.bizmove.com; and, for radio stations, www.radio-directory.com. A little searching will lead you to many others.