Who is your client and what are its media goals?
S. Neil Vineberg: Podango is a Salt Lake City-based online video/ audio network that enables publishers and advertisers to "get heard" by hard-to-reach, niche audiences. It hosts more than 1,500 programs, and its media goals are to raise awareness for both the network and company-owned-and-produced shows like GirlsGoneGeek.
What made the New York Daily News such a good target for Podango? How did you pitch the reporters/editors there?
Vineberg: The Daily News is a major paper in New York, which is the media capital, so it was ideal. Knowing editors would be looking at cool tech gifts during the holidays, we sent a press release to the lifestyle editor, positioning the five young women that host the GirlsGoneGeek podcast as savvy, fun experts on gadgets for women. We noted that being "geek...is chic," as women are buying iPhones, iPods, and laptops just like the guys. To her credit, the editor liked the idea and suggested a partnership on a gift guide.
Did you media train the women from GirlsGoneGeek prior to the Daily News interview? What other support materials did you provide to clinch the placement?
Vineberg: The girls are charming [and] funny. They also know a lot about technology, so we just let them be themselves. But we did provide an electronic press kit (to the newspaper) that included links to their blog, a background on Podango, and professional photos of the girls we had taken.
What was the impact of the hit?
Vineberg: The Daily News ran three-page spreads on back-to-back days. That, and other stories, has helped drive up the number of people accessing the GirlsGoneGeek podcasts and positioned them as national technology experts. The coverage also helped to deliver the message that podcasting is a strategic way for brands to get their message to niche audiences, so Podango executives were thrilled.
Name: S. Neil Vineberg, president, Vineberg Communications (Westhampton, NY)
Placement: New York Daily News, December 10-11, 2007
Pitch timeline: Three weeks