Gamasutra, September 4
What is the 1UP Network, and what are its media goals?
Jason Freidenfelds: It's the leading integrated media network for gamers. Our media goal is to drive awareness of our publications and Web sites among gamers - especially the 18 to 34 male demographic - as well as among the advertisers who want to reach that group.
What made a podcast on Gamasutra such a good placement for 1UP? How did you pitch the editors there?
Freidenfelds: Gamasutra is a leading news site for game industry insiders, which made it a great target. This hit demonstrated why it's important to reach out to "rising star" journalists. I'd gotten to know Tom Kim last year when he was independently producing his own podcast, FatPixels Radio. I followed his rise to hosting the podcast on Gamasutra, so when we relaunched our magazine Computer Gaming World as Games for Windows: The Official Magazine, I was able to pitch Tom directly about interviewing the magazine's editor Jeff Green.
In some ways, Gamasutra is a 1UP competitor. Did that cause problems?
Freidenfelds: Gamasutra primarily targets the industry, while we target gamers themselves, so it's happy to cover our strategic moves.
Did the one-hour podcast require any special media training for Green?
Freidenfelds: In this case, we wanted a candid, curtain-down look into Jeff's thinking, so I told him to just go ahead and explain why he chose to rebrand the magazine and how it wasn't going to change his editorial mission or staff. I think that honesty made for a great interview.
What was the impact of the hit?
Freidenfelds: The podcast was posted in early September, then Gamasutra featured it as its first fully transcribed interview, so we got a double hit and great search engine placement. The podcast set the stage for the [relaunched title] by talking directly to hardcore gamers and [reaffirming] our commitment to quality and objectivity.
Name: Jason Freidenfelds, PR manager, 1UP Network
Placement: Gamasutra, September 4
Pitch timeline: Three weeks