Getting in the New York Times Business Section
Committing corporate fraud, being named in a class action lawsuit by shareholders or being called out by the President as “greedy” are surely the fastest ways to be included in the New York Times business section. However, as people who study media and have a vested interest in advising clients who would like positive general media coverage, we cataloged 124 stories within one week last summer (excluding World Briefs and Market Gauges columns).
Some of the highlights are as follows:
Context
29% of the articles were positive.
20% of the articles were neutral.
51% of the articles were negative (the kind you do not want to see written about your company).
Large companies dominate coverage. Small companies received about one-tenth the coverage as their larger counterparts.
Research findings can increase your odds of being covered. Sample articles within the study included Cambridge Energy Research Associates Report on Driving Less and CEO’s Surveyed on Economic Outlook.
For small- to mid-sized companies within the banking industry, the following columns and features may provide an opportunity for coverage:
- Monday: Tech Coverage
- Thursday: Small Business section
- Thursday: Circuits (electronics)
- Saturday: Ron Liber’s “Your Money” column
- Saturday: Personal Business section
- Sunday: “Bright Ideas”
- Sunday: “The Boss”
- Sunday: Kelley Holland’s “Under New Management”
The New York Times is a great newspaper and will continue to be a leader in publishing. If coverage in the times is a priority for you, your boss or your company, I wish you much success.
