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The Wind-Up
Nation's Restaurant News, one of a handful of B2B weeklies with a paid circulation, is the go-to publication for PR pros looking to get a bite for both internal and external
clients working in the restaurant business. The trade publication (150,000-circ) covers the entire restaurant industry soup-to-nuts, including spot news, finance, marketing, on-
site food services, human resources, independent operations, community matters and culinary trends. The famed chefs, such as New York media darling Danielle Broussard, are also
part of the magazine's editorial ingredients. It tracks all segments of the market: food chains, ranging from Burger King to Houstons to fine dining establishments.
A recent study, showing that more consumers in 2004 are likely to be dining out more, plays into NRN's laser-like focus on the restaurant business. The study, conducted by
Technomic Inc and released late last month, indicates that the $270.9 billion restaurant sector will grow 3.2% in 2004, up from 2.9% in 2003. "The fourth quarter looks a lot
better for restaurants," says Elissa Elan, associate managing editor of NRN, who has been with the publication for 10 years. "It's been a brutal for environment for restaurants"
in the two years since the September 11 attacks. "Restaurants in the suburbs have done better than in cities but the industry has suffered on all levels." Although consumers might
not be sitting down as much for full-course meals these days, NRN has filled the void in the marketplace with enhanced coverage of so-called "fast casual" places, like Maui Tacos
or Cosi, that have been popping up like mushrooms the last few years in cities and suburbs alike.
The Pitch
If you want to get your story on NRN's plate, study its Web site carefully to find out who covers what in the restaurant field. Executive editor Ellen Koteff, [email protected], welcomes any pitch concerning restaurants, but make sure there's a realistic hook. "Don't send us umpteen press releases on the
latest food machinery from Wisconsin," Elan says. The executive food editor is Pamela Parseghian, [email protected]; the marketing editor is
Gregory Cebrzynski, [email protected]; Paul Frumkin, [email protected], is the magazine's editor-
at-large, covering restaurants in the New York/mid-Atlantic region. Alan Liddle, [email protected], is the technology editor. The publication is
pretty diffuse, with bureaus in Atlanta, Boston, Chicago, Dallas, Denver, Salinas, Calif. and Washington, D.C. The best time to contact the publication is Tuesday, when the weekly
cycle starts anew; story ideas are hammered out during an editorial powwow Tuesday afternoon at 3:30 EDT. Leave a two-week window for pitches and don't spit a press release to 10
reporters and/or editors simultaneously since the staff is leery of any overlap. Says Elan: "The key is to know the magazine, know the audience that we cater to and know what
you're pitching. A lot of PR people still don't get it, and that's very frustrating to all of us." Elan recalls a recent press release she received stating that a heavyweight
executive in the restaurant business had signed a development deal with one of the major on-site food companies. There was just one problem: the release didn't provide any
specifics on what the new deal entailed.
Aside from several special issues throughout the year, NRN is also the sponsor of two major restaurant industry events: the Multi Unit Food Service Operators annual meeting, in
September and the International Foodservice Technology Exposition in October. With the fall season kicking into high gear, NRN will be serving up special coverage tied to the
upcoming holidays.