Dow Jones & Co.
P O Box 300, Princeton, NJ 08543
609.520.4100
The Wind Up
To reach a significant number of business decision-makers -
particularly as captives in their cars - The Wall Street Radio
Network should be atop any PR exec's go-to list. The network is on
more than 200 radio stations nationwide and is featured in the top
radio 50 markets; 90% of the business coverage is U.S.-based.
The network has two separate programs. "The Wall Street Journal
Report Network," which runs 24 hours a day Monday-Friday, consists
of live, two-minute radio business reports on late breaking
business news, updates on numbers and news from the leading stock
markets; "The Dow Jones Money Report Network," which runs
Monday-Friday 6 a.m.- 7 p.m. and Saturday 6 a.m.-3 p.m, is a
60-second radio update on the latest economic news and lifestyle
trends. Although both networks report a lot of numbers, all of the
stories they run are geared to the consumer. "We explain what those
numbers are every time," says Patrice Sikora, managing editor for
the network. "We want the guy on the street to listen and say,
'That does affect me.'"
"The Wall Street Journal This Morning," which runs Monday-Friday
5 a.m.-6 a.m., features the Journal's take on what to watch for
later in the day in the business, money, the markets, travel,
technology, marketing, media, careers and e-commerce, among other
subjects.
Sikora says the "The Wall Street Journal This Morning" is the
best vehicle for corporate communications executives, particularly
for those PR pros who want to get their CEOs some exposure.
"They'll do longer, more in-depth interviews," she says. "If CEOs
are the focus that's the place to go." The network offers national,
regional and local coverage. For several affiliates, the network
creates 'Custom Reports.' These are one-on-one conversations
between an anchor in the network's home office and an anchor at the
affiliate, who discuss several business-related stories concerning
a particular market. "We tailor our report to what they want, but
that is where all the real local, local stuff comes in," Sikora
says.
The Pitch
Unlike most pitches in a Web world, you need to pick up the
telephone to pitch the radio network. (See contacts.) Be prepared
that the network might want to place your story the very day you
pitch it. "The phone call is better because it's radio. It's
immediate," Sikora says. "If it's a good story we'll jump on
it...This is the here and now. If we're taking it in, we're going
to use it." One problem network editors frequently run into is
getting a great story idea from a PR exec who then says, 'OK, but I
can't get you someone until tomorrow.' That's a no-no. "If you're
going to call and pitch, make sure you have all your ducks in a row
and we can get someone to talk about the story," Sikora says. "Or
they'll send a great press release with an embargo date, and we'll
say, 'Then why did you send it?' It's very frustrating."
Any story pitch must have a strong consumer hook; you must be
thinking before you pitch, 'How will this story affect John and
Jane Q. Public?' So new products/services are prime coverage.
"We're really into consumer news," Sikora says. "If there's a
business element, that's fine. But we're also looking for
health-related stories, even sports stuff, as long as there's a
consumer hook, we'll grab it." The network is also interested in
stories focusing on the small business market as well the home
office. In a light vein, the network also encourages "kicker"
stories -- with a consumer bent -- that could run at the end of a
program.
The best time to contact the network is regular business hours;
however, since it's a '24/6' operation don't be deterred to contact
editors during off-peak hours. When you try to sell a story, you
are pitching an editor who is overseeing both networks and the
morning show. If the story appeals to the editor he or she will put
it in the hopper. It's then up to various network producers on
where exactly to run the story. (If the pitch is not something that
the editor wants to track immediately he'll ask that you send a
press release via e-mail. There is a mailbox specifically for press
releases, [email protected], that
editors constantly go through.)
The network is currently mulling an idea to develop a press
service for distribution to music stations that are looking for
more business news coverage.
The Wall Street Journal Radio Network:
Contacts
General Newsroom , 609.520.4100
Paul Bell, Executive Director, 212.597.5606 , [email protected]
Nancy Abramson, 914.244.0655, [email protected],
Beat: Director of Affiliate Relations
Patrice Sikora, 609.520.4477, [email protected], Beat:
Managing Editor
Pat O'Neill, 609.520.4356, pat.o'[email protected], Beat:
Afternoon Newsroom Editor and News Inquiries
Jeff Bellinger, 609.520.4389, [email protected], Beat:
Morning Newsroom Editor and News Inquiries
Chuck Fishman, 609.520.7904, [email protected], Beat:
Producer, The Wall Street Journal This Morning