The Wardman Wire

Darren Rowse has a guest post over at Problogger about using local newspapers to promote you blog or website:

Email or call 5-10 of your closest local newspapers and explain you have an explosive new website that will revolutionize the industry you’re in. Make sure you emphasize you’re local, and build it in or near their coverage area. In my case, I’m touting my wallpaper site as the next YouTube- the next huge community oriented around desktop backgrounds, and while that might be a bit extreme, it catches the newspapers attention.

I have a few reservations about the approach.

The story is not new

It seems a little too much of a “snake-oil” approach to be touting. A “desktop wallpaper” site is not going to revolutionise the world - it is a rehash of a theme that was new a decade ago, but using a new approach.

Most people I know on newspapers - whether local or national - would see through that in 10 seconds.

Does it build or burn the relationship with the paper?

In my experience, the first question that newspapers will be “what has this to do with my readers”?

In this case - desktop newspapers for PCs - my response would be “not a lot, guv’nor.”

There may be a “local entrepreneur” or “human interest” angle - as Harry Maugans indicates, but it is very easy to overcook the story and lose the respect of the staff at the paper.

Cynical Promotion?

I am also concerned that the promotional approach seems a little cynical, as if it is an attempt to use the local paper.

Nine times out of ten, local papers will run this story: “Local Hometown Internet Entrepreneur Ignites Revolution in Wallpapers.” (of course different for your particular situation).

Blogging is all about relationship, and if we plan to work with local newspapers we need to build for the long term.

Hostage to Fortune

There are another good couple of stories there for a few months later:

“Local entrepreneur flops when he fails to ignite revolution.”

“New Youtube goes down the Old Tube”

And when would they take the story?

If Harry is in a position when he is providing a number of jobs for local people, or opening a new building to run his website from then his story comes into the traditional area for local newspapers.

If not, I’d focus on the human angle of the site, or perhaps write a story based on a survey of the weird and wonderful wallpapers locals have on their PCs.

And what does this have to do with Political Blogging?

Those of us writing blogs about politics have the advantage that our writing covers questions relevant to local politics.

So, why not try the local paper - especially if you are covering local as well as national politics.

They may even offer you a column.

Any Local Political Bloggers Out there?

I’m keen to encourage local political bloggers in the UK. If you have a blog which covers your local area and its politics, I’d be interested in reviewing it - drop me a line via the contact form.

Tags: problogger, political blogging.[tags]problogger, political blogging.[/tags]