Agency finds right pitch for 'Times'

What does your company do? What are its media goals?

What does your company do? What are its media goals?

Ed James: Cornerstone is a marketing company based in New York. While we have outside clients, in this case our goal is to demonstrate the unique music-based branding campaigns Cornerstone has been running for high-profile clients such as Nike, Converse, and Caress.

The New York Times is a major hit, but what made it a good target for Cornerstone? How did you reach out to the reporters/editors there?


James:
The Times' business section has emerged as the leader in covering where music and marketing intersect. We had worked with Times reporter Robert Levine on an earlier piece focused on Nike's commissioning Kanye West, Nas, Rakim, and KRS-One for a song that won the artists a Grammy nomination. So we pitched him on a bigger story looking at how major brands are entering the
music business.

Did you do any media training of Cornerstone executives for this story? What other information did you provide to clinch this placement?


James:
We did go over message points with founders Jon Cohen and Rob Stone, as well as some clients to make sure everyone was on topic. We also provided information on other companies' [activities], which illustrated the overall trend, as well as Cornerstone's leadership in driving it.

What was the impact of the hit?


James:
The piece ran in early July and quickly created a snowball effect for other media opportunities. It also let all our clients know what Cornerstone is doing in the space, which triggered new business leads. The founders were thrilled with the story.

Name: Ed James, president, PR division, Cornerstone Promotion
(New York)

Placement: “It's American Brandstand: Marketers Underwrite Performers,” The New York
Times
, July 7

Pitch timeline: Four months

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