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It isn't easy to come back from a blow like the one Internet Week's editors suffered in January when the weekly tech title became the first to fold in the new year. But former
editor-at-large Rich Karpinski and former editor Tom Smith are still going strong with the formal relaunch of InternetWeek.com and its companion NewsBreak newsletter. With an
editorial staff of only two, coverage is tightly focused on core subject matter, but content hasn't strayed from Internet Week's mission to bring need-to-know news and analysis to
technical managers.
Those managers, most of whom have hands-on responsibility for evaluating, buying and implementing technology within their organizations, aren't straying either. Despite the
demise of the print publication, the Web site experienced 1 million page views in January (the most recent numbers).
Content/Contacts
Coverage is tightly focused on four subject areas: supply chain, Web development, security and services (including outsourcing, application hosting, security, telecom services
and more).
Smith and Karpinski, now co-editors, give readers "a good dose of the news," says Smith, as well as an analytical spin and insights on products and corporate developments. The
site is also known for its in-depth case studies on particular projects, products and business initiatives.
Contact Smith with pitches regarding supply chain technology; [email protected], 716/633-0822.
Contact Karpinski with pitches on Web development; [email protected], 630/893-7375.
Both editors handle pitches and information on security and services as those subjects overlap supply chain and Web development.
Pitch Tips
Start with email, says Smith. Send a message that demonstrates you have knowledge of InternetWeek.com and are pitching a particular angle that will fit the site's coverage.
PR taboos: refusing to offer pricing on products, not having a source available to speak with editors.
Smith also warns PR pros against announcing customers who are unwilling to talk about your company. "I get people announcing customers with all the fanfare, and they think
they're getting value out of getting out there that that customer has bought the service," he says.
Smith's ideal pitch would be a PR pro offering him a good corporate or enterprise client willing to talk to him about something the company is doing that has not been announced
or put in a press release.
Comments
As a Web site, deadlines for InternetWeek.com are rolling. The site features a breaking news section that can be updated at any time, as well as a "Leading Off" section that is
updated three to five times a week. NewsBreak, the companion newsletter, goes out three times a week, with the Monday edition focused on supply chain news, Wednesday's on Web
development and Friday's on security.
Pitch stories for the newsletter up to the day before it is scheduled to go out, but if you're envisioning a detailed, in-depth story, give the editors some more lead time.
In The Pipeline
Because the Web site has a strong news focus and is constantly being updated, "the editorial calendar doesn't exist," Smith says. The co-editors will continue to focus on their
four core areas of coverage, and are looking for new product announcements, potential case studies and any industry news pertinent to their readers.
"Readers are looking for us to filter the events of the day in the industry and to take a stand where appropriate," Smith says. "They want us to give them our insight on how
important things are, how important products are, how important corporate developments are."