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Time to Update and Refresh Editorial Calendars

We may be having a heat wave here at The Ranch, but the hottest opportunities for us right now for all of our clients, are the refreshing and updating we are doing on editorial calendars.

Here’s a sample editorial calendar from Network Computing.  Note the forecasting of feature stories, lead times and who to contact.

Most publications, regardless of your space, have editorial calendars.  This is a good time to start looking for changes and updates in Q3 and Q4 editorial coverage, depending on the lead time the publication works on.

Highly Recommended

2 Comments

  1. FYI: Your post has a 404 link to the sample calendar.
    I had the pleasure of selling ads for a monthly business journal that quit using an editorial calendar and instead built the content around whatever was current and relevant.
    This drove ad agencies nuts since we had a rabidly loyal readership and were a proven vehicle for both brand development and direct response. But the agencies all relied on editorial calendars to explain to their clients why an ad should appear in that particular issue or group of issues.
    I saw it as not serving their clients well. It certainly plays into the salesman’s hand to use an editorial calendar (it’s such an easy sell) but it forces the reporters to come up with some fluff piece to fit when there’s more probably more important stuff happening elsewhere.
    Maybe the editorial calendar is just a necessary evil in order to be profitable.

    Reply
  2. FYI: Your post has a 404 link to the sample calendar.
    I had the pleasure of selling ads for a monthly business journal that quit using an editorial calendar and instead built the content around whatever was current and relevant.
    This drove ad agencies nuts since we had a rabidly loyal readership and were a proven vehicle for both brand development and direct response. But the agencies all relied on editorial calendars to explain to their clients why an ad should appear in that particular issue or group of issues.
    I saw it as not serving their clients well. It certainly plays into the salesman’s hand to use an editorial calendar (it’s such an easy sell) but it forces the reporters to come up with some fluff piece to fit when there’s more probably more important stuff happening elsewhere.
    Maybe the editorial calendar is just a necessary evil in order to be profitable.

    Reply

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