Whenever I’m doing publicity, I’m always thinking about the audience, and whether they are prisoners or not!
You see, most of the time, we go through our lives highly distracted. We’re listening to the radio, but we’re also writing blog posts (just as I am right now) and reading emails. We’re reading the news, on our phones, while flipping between all our social aps and cooking the dinner.
So I always think about the mix and balance, both in terms of the type of publication I’m getting my clients into, and also what the audience are likely to be doing when they are reading that publication. How able are they to multi task and be distracted!?
Enter stage left: The Metro!!! Or any other publication on the London underground. You see people on the underground are kind of prisoners. There isn’t that much to look at, their phones don’t work, there’s noone to talk to, nothing to listen to.
You can see when you’re on the tube that people are PROPERLY reading the publications available there, such as the Evening Standard and Metro! And, you can generally extrapolate to say the population of London have money in their pockets and like to be ‘cool’ and try new things.
I just got my clients Cerys Matthews and The Good Life Experience festival the above page of coverage in Metro and as far as I’m concerned, it ticks all the boxes.
And for a celebrity, the ‘60 Seconds With’ page is one of the best to be on for the following reasons.
- Great friendly page which doesn’t twist people’s words.
- Written in an amusing way so it keeps people engaged.
- Uses a nice big picture so it captures attention.
- Is put in the hands of a wealthy, adventurous target audience who are trapped with nothing to do for the duration of their journey.
A win all round!
