Find National Media That Want Your News
Trade media are magazines, journals, and newsletters devoted to a specific interest, trade, or profession. They are the most likely national publications to welcome your news, provided that it will appeal to their readers. So many of these publications exist, that even PR professionals need special directories to keep up to date on them. For instance, the SRDS directory Business Publication Advertising Source lists 58 magazines and trade papers devoted to metalworking, with cross-references to several hundred more in 17 related fields. Other topics in this directory have from 6 listings to 650—and that covers only the English-language periodicals from the United States plus selected magazines from Canada.
For PR purposes, the annual Bacon's media directories and The Editor & Publisher International Year Book are the most widely used references. Though somewhat overlapping, each has exclusive—and valuable—PR content, and most PR professionals get both. An industry bible, Editor & Publisher gives practically encyclopedic newspaper information worldwide, of which PR contacts are only one
Portland - Portland Oregon - continued
Daily Newspapers
Portland-437,319; County: Multnomah; DMA: Portland, OR; (23) THE OREGONIAN (OR-D16CI)
1320 SW Broadway (503) 221 -8100
Portland, OR 97201-3499 Fax:(503)227-5306
E-Mail: [email protected] Home Page: www.oregonian.com Circ: Morn: 355,980; Sat: 334,310; Sun: 431,137; Audit: ABC-Audit Bureau of Circulations.
Coverage: Oregon & Southwestern Washington. Owner: Newhouse Newspapers. Wires: AP, NY Times, Knight-Ridder, Newhouse; Available Online.
Ad Rate: $152.89; Sub Rate: $156.00. Lead Times: Advertising - 1 week prior. Publishes Special Sections Calendar. Nationally Distributed Magazines: Parade.
Management/News Executives:
Publisher Fred A. Stickel (503) 221-8140
Editor Sandra M. Rowe (503) 221-8400
[email protected] Contact Notes: Mon-Fri, Between 10am and 4pm, Preferred ordertJ.S. Mail, Fax. She does not want to be contacted via e-mail.
Executive Editor Peter Bhatia (503)221-8393
Managing Editor Therese Bottomly (503) 221-8434
[email protected] Contact Notes: Oversees Daily News.
Managing Editor Jack Hart (503) 221-8229
Fax: (503)294-5012 [email protected] Contact Notes: Oversees Weekend News.
Online Editor In Chief Kevin Cosgrove (503) 972-1014
Special Projects Reporter Betsy Hammond (503) 294-7623
betsyhammond @ news.oregonian.com
Columnist Bob Landauer (503) 221-8157
Opinion Page Editor Naomi Kaufman Price (503)221-8433
[email protected] Contact Notes: Mon-Fri, Preferred order. U.S. Mail, Fax. No phone calls. Commentary
Editor Doug Bates (503) 221-8174
Fax: (503)294-4179 oped @ news.oregonian.com
Editor Pat Harrison (503)294-4129
Editor Giselle Price (503) 221-8150
National/International News:
News
News Dept. Phone (503) 221-8100
News Dept. Fax (503) 227-5306
Assignment Editor Michael Arrieta-Walden (503) 221-8518
[email protected] Night Editor Randy Lemmerman (503) 412-7040
Reporter Jim Long (503) 221-4351
[email protected] Copy Chief Jerry Sass (503) 294-7602
National News
Senior Editor John Harvey (503) 221-8149
Weekend Editor Jim Camin (503) 294-5104
Section Editor Kathy Nokes (503) 294-5078
Wire Editor Howard Scott (503) 221-8192
howardscott® news.oregonian com
International News Senior Editor John Hareey (503) 221-8149
Weekend Editor Jim Camin (503) 294-5104
Investigative News
Reporter Kim Christen (503) 221-5131
Reporter Brent Walth (503) 294-5072
Wires Editor Howard Scott (503) 221-8192
howardscott@ news.oregonian.com
Political Team Leader Bruce Hammond (503) 221-8525
Political Assistant Team Leader Pete Lesage (503) 294-7609
Political Senior Reporter Jeff Mapes (503)221-8209
Political Reporter Harty Esteve (503) 221-8226
Bacon's Newspaper Directory - 2002
Figure 12.5 Typical (partial) listing, shown about 60 percent actual size, from Bacon's Newspaper/Magazine Directory, 2003 ed., covering virtually all North American and Caribbean daily newspapers and magazines. One of 13 directories listing more than 100,000 print and electronic media with nearly 350,000 media contacts throughout North America and Western Europe. Other Bacon's services include: MediaSource Internet, currently the most comprehensive media contact software and database in the industry; Media Monitoring, a broad-based monitoring service of print, broadcast, Internet, and analysis in one account; and Bacon's Distribution Service for multimedia custom list development and press. (Contact Bacon's Information, Inc., (800) 621-0561.)
part. There is also extensive information on newspaper suppliers, news services and syndicates, newspaper organizations, and schools of journalism. Bacon's print media directories (vol. I, Magazines, and vol. II, Newspapers) covers U.S. and Canadian print media and includes midyear updates. An example for the same newspaper from Bacon's and Editor & Publisher is shown in Figures 12.5 and 12.6.
Use Regional and Local References
As of September 2002, local references seem plentiful. Ask any local media representative whether one exists for your community.
The Oregonian
The Oregonian, 1320 S.W. Broadway, Portland, OR 97201; tel (503) 221-8327; fax (503) 227-5306; e-mail oreeditors® aol.com. Advance Publications group. Circulation: 333.654(a); 323,478(m-sat);
441,086(S); ABC Sept. 30, 1995. Price: 350(d); 35i(sat); $1.50(S);
$12.00/4wk. Advertising: Open inch rate $ 126.90(a); $126.90(m-sat); $131.69(S). Representative: Newhouse Newspapers/Metro Suburbia. News Services: AP, LAT-WP, NYT, NNS, KRT.
Politics: Independent. Established: 1850. Magazine: Parade (S).
CORPORATE OFFICERS
President Fred A Stickel
Vice Pres Theodore Newhouse
Treasurer S I Newhouse III
Asst Treasurer D W Palmer
Asst Treasurer Richard E Diamond
GENERAL MANAGEMENT
Publisher President Controller Manager-Credit
Fred A Stickel Patrick F Stickel D W Palmer Betty Kirk
Manager-Human Resources Tom Whitehouse Director-Public Affairs Stephanie Oliver
Purchasing Agent James Brown
ADVERTISING Director Dennis Atkin
Manager-Retail John Mannex
Manager-General Debi Walery
Manager-Classified Gayle Timmerman
MARKETING AND PROMOTION Director-Marketing Service Steve Hubbard
TELECOMMUNICATIONS Audiotex Manager Marsha Davis
Director
Patrick L Marlton
NEWS EXECUTIVES Editor Sandra Mims Rowe
Asst Editor Richard C Johnston
Managing Editor Peter Bhatia
Recruiting Director George Rede
EDITORS AND MANAGERS
Audiotex Editor Jeff Wohler
Books Editor Ellen Heltzel
Business Editor Patrick Chu
Columnist Steve Duin
Columnist Jonathan Nicholas
Columnist Margie Boule
Copy Desk Chief Jerry Sass
Editorial Cartoonist Jack Ohman
Entertainment Editor Karen Brooks
Editorial Writer Nanine Alexander
Editorial Writer Phil Cogswell
Editorial Writer Larry Hilderbrand
Editorial Writer David Reinhard
Editorial Writer David Sarasohn
Editorial Writer Wayne Thompson
Editorial Page Editor Robert J Caldwell
Food Editor Virginia Johnston
Graphics Editor Michelle Wise
Librarian Sandy Macomber
Photo Director Serge McCabe
Public Editor Bob Caldwell
Senior Editor-Enterprise Jacqui Banaszynski
Senior Editor-Features Mark Wigginton
Senior Editor-Production John Harvey
Senior Editor-Spot News Dennis Peck
Senior Editor-Training Jack Hart
Suburban Editor Quinton Smith
Sports Columnist Dwight Jaynes
Sports Columnist Julie Vader
Sports Editor Dennis Peck
Systems Director John Hamlin
Team Leader-City Life John Killen
Team Leader-Crime David Austin
Team Leader-East Kathleen Glanville
Team Leader-Environment Jacqui Banaszynski Team Leader-Family/Education Sally Cheriel
Team Leader-Government Michele McLellan
Team Leader-Health Therese Bottomly
Team Leader-Living Michael Rollins
Team Leader-Nation/World John Harvey
Team Leader-North Beth Erickson
Team Leader-Presentation Galen Barnett Team Leader-South Michael Arrieta-Walden
Team Leader-West Wilda Wahpepah
Travel Editor Sue Hobart
Television Editor Stan Horton
MANAGEMENT INFORMATION SERVICES
Director-Computer Service Carol Howard Manager-Production Systems Dick Rickman Manager-Communications Arthur Dummor PRODUCTION
Manager
Manager-Ad Service Asst Manager-Ad Service Superintendent-Plant Superintendent-Composing Superintendent-Mailroom Superintendent-Platemaking Superintendent-Pressroom Asst Superintendent-Mailroom Asst Superintendent-Mailroom Asst Superintendent-Pressroom Coordinator-Quality
Ed Hagstrom Larry Wilson John Bailey Joe Crawford Richard Dorr James Hotman Dan Tucker Dennis Russell Ed Spencer Will Sousley Herman Etzel John McKinney
Market Information: Zoned editions; Split Run; TMC; Operate audiotex. Mechanical available: Offset; Black and 3 ROP colors; insert accepted — preprinted; page cutoffs — 22%
Mechanical specifications: Type page 13" x 211/2"; E - 6 cols, 2Vie", Va" between; A - 6 cols, 2 Vis", Va" between; C - 10 cols, 1 lA", .07" between.
Commodity consumption: Newsprint 90,470 short tons; widths 55", 411/4N, 271/2M; black ink 1,774,000 pounds; color ink 451,200 pounds; average pages per issue 84(a), 164(S); single plates used 470,000. Equipment: EDITORIAL: Front-end hardware — 4-CCSI/CPU, DEC/PDP 11-70, 2-HI/Pagina-tion; Other equipment — 213-CCSI/112 BS, 22-HI/2100. CLASSIFIED: Front-end hardware — 4-CCSI/CPU, 3-DEC/PDP 11-70, 1-DEC/PDP 11-84; Other equipment — 100-CCSI/CT97. AUDIOTEX: Hardware — Brite Voice Systems. DISPLAY: Adv layout systems — In-ho use; Front-end hardware — Cx; Other equipment — 14-Cx/Sun Breeze. PRODUCTION: Typesetters — l-MON/MK Hi, 4-MON/Express, 4-111/3850; Plate exposures — 2-WL/lll; Plate processors — 2-WU38-D; Electronic picture desk — Lf/AP Leaf Picture Desk; Scanners — 2-ECR/Autokon; Production cameras — 1-C/Marathon; Automatic film processors — P; Film transporters — LE; Digital color separation equipment — CD/646, Lf/Leafscan 45, Nikon/3510.
Figure 12.6 Typical listing from The Editor & Publisher International Year Book, shown about 60 percent actual size. Some 20 percent of this listing, giving technical details on printing presses and other mechanical details, is not shown here. Contents cover U.S. and Canadian newspapers in detail, plus basic information about newspapers worldwide. The Year Book is also available on CD-ROM and with listing capabilities that let you create your own mailing lists based on multiple criteria. Contact Editor & Publisher International Year Book, 11 West 19th Street, New York, NY 10011-4234, (212) 675-4380.
Check 'em All
Only the larger PR departments are likely to need both Bacon' and Editor & Publisher. Their publishers offer excellent descriptive literature. Ask for it if you are unfamiliar with a guide. Be sure to request an actual-size sample page, too. This will make it much easier to compare styles and thoroughness of reference.
Local News Welcomed
With endless pages to fill, trade publication editors welcome your local news and features related to their special interest. To the specialist, "local" may have broader implications than even we, the senders of the news, realize—and which of us doesn't enjoy being in the know about everything in our field? After all, that's what makes us experts!
For stories that are more than routine, call the editor of the most important publication in your field (probably the one most widely read in your own organization), and offer an exclusive. Of course, you'll put a deadline on their acceptance, one that will permit you a wider distribution if the publication says no to your offer. Thank the editor for considering the offer. You want his or her goodwill for your nonexclusive releases, too.
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