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clientLogos092019

Mat Releases | Earned Media Coverage | Family Features Editorial Syndicate

Basket of regional and local PR magazinesSecuring top-tier consumer magazine coverage is a priority for many PR programs, but also sometimes hard to achieve. You can, however, get significant coverage in local and regional magazines—particularly those that emphasize lifestyle, home and lawn/garden products.

A Closer Look at Regional Magazines
These magazines, which number in the thousands, are a staple of virtually every metro market and local community and provide an excellent vehicle for your brand message. With most being published monthly, along with their digital counterparts, they can be a nice complement to daily and weekly newspapers as part of your PR efforts.

In fact, mid-tier magazines and sites often target affluent communities, have a very passionate and engaged audience and the publications are retained for weeks--
if not months. In addition, color reproduction on the glossy paper stock of many magazines results in a very attractive presentation of your brand message.

So, How Are Regional Magazines Faring Today?
The local magazine market appears to be holding its own in the face of today's print to digital shifts with slightly more launches than closures. According to a MediaFinder survey in 2013, the categories most likely to see new titles launched included food and regional interest.

Given their limited editorial resources, many local magazine editors often source freelance and syndicated content, such as mat releases, to augment their staff-written offerings and photos.

If you're not already using a syndicated service and want to pitch a story yourself, here are a few tips:

  • Take the time to develop a relationship with the editor to find out his/her editorial needs.
  • Review back copies of the publication to understand the audience, tone and unique style.
  • Craft your article submission with an entertaining, informative and solutions-oriented angle that presents your product or service in a subtle, non-promotional fashion.

Interested in Regional Magazines and Want to Know More?
Consider looking into the CRMA (City & Regional Magazine Association)—a leading association devoted to the regional and local magazine market. MPA is another association that includes 175 domestic magazine publishing companies and finally, Folio--an organization that covers the spectrum of b-to-b, consumer and regional publications.

Is regional magazine coverage a target for your PR campaign? If so, what types of regional magazines does your client get excited about?