Many people think of the media as an impenetrable fortress.

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Folks who feel this way have the impression that to get covered in a newspaper, magazine or trade publication -- online or off -- you have to be part of a secret club or have some inside connection.

Nothing could be further from the truth. Most people who have a negative attitude toward the music press either have never dealt with the media, expected too much too soon when they did publicize themselves, or simply took the wrong approach when communicating with editors and writers.

Before the Internet became all the rage, there were already many thousands of music publications in existence -- everything from major magazines to mimeographed fanzines. The rapid expansion of cyberspace served to quadruple the number of media sources in existence.

Most established print publications now have an online presence and often feature distinct news stories that only appear on the Internet. Also, the low cost of entry has allowed a multitude of would-be music editors and writers to create their own online news outlets.

These countless publications each have audiences that are hungry for information related to the musical subject of the publication. Editors, writers, illustrators, photographers and designers -- many of whom are overworked and underpaid -- decide what information their audiences are most interested in and do their best to deliver it.

In other words, media people have space to fill. They need quality content to keep readers happy. To write new reviews, articles and recommendations on a regular basis, they need a steady stream of ideas. The easier those ideas are to implement, the better their chances of being used.

It's estimated that more than 80 percent of what we read in print and online publications is "planted." No, that doesn't necessarily mean that stories are covered because of government conspiracies or because bigwigs slip money under the table (although you can certainly argue that major-label ad revenues have an effect on what's covered in the press).

News stories are frequently suggested by public relations firms, freelance publicists and everyday people who simply contact the media with interesting article ideas.

For 10 years, I published and served as managing editor of my own music magazine in St. Louis, MO. As much as I tried to get out and see bands perform live and stay up to date on developments in the music industry, I couldn't possibly be everywhere and know everything at all times. I often relied on the recommendations of others when making decisions on what bands and topics to cover.

Sometimes one of my writers would come to me with a story concept or a press kit from a new band would catch my eye; at other times, speaking with someone at a concert or on the phone would spark an idea.

I didn't manage my magazine from within an enclosed fortress and neither do most of the editors, writers, columnists and reviewers you contact. They need people just like you to give them ideas and information they can use to serve their audiences.

Read this complete article, which is a musically slanted version of an excerpt from my "Branding Yourself Online" book, at: http://www.getsigned.com/bob33.html

"Reprinted from Bob Baker's The Buzz Factor, featuring free marketing and self-promotion ideas for songwriters, musicians and bands on a budget. Visit www.TheBuzzFactor.com for free details."

 

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