Forecasting the Media

AScribe, a public interest newswire based in Oakland, Calif., is offering customers a useful new tool. The wire service publishes a weekly e-newsletter dubbed "Advance
Edition," offering PR pros a look at what journalists will likely be focusing on in upcoming weeks and months. The e-letter provides PR practitioners with a variety of probable
areas of coverage to use as news hooks for their own news. "It's an exercise in thinking the way editors think at their morning and afternoon meetings," says Ron Wolf, one of
AScribe's founders. "They don't want their reporters in Bosnia if the action's in Jerusalem. We talk about upcoming events, things we see on the horizon, the way editors in the
newsroom would think about them." (Wolf, 510/653-9400)