As America sustains its longest peace-time economic boom in history, adds more languages to its repertoire, marries its pastimes to the Web, and dumps more disposable income
into its citizens' pockets, media channels are proliferating like mushrooms after a healthy rain.
Magazine guru Samir Husni reports that more than 1,900 new titles launched in 1998 and 1999. But this number pales in comparison to the hordes of old-school publishers and
broadcasters who've added dotcom appendages to their brands - not to mention the newest generation of content providers who've dispensed with paper altogether. (The digital
measurement service Media Metrix now monitors online traffic on more than 20,000 Web sites.)
With this burgeoning growth in media channels, the race for breaking news and original content has intensified, forcing company spokespeople to be on call 24/7 - and to grow
eyes in the backs of their heads. Because as history has repeatedly proven, prosperity comes with a price. The diffusion of discourse into niche markets and new media has made
reporters harder to captivate and corporate reputations harder to manage.
In this issue, we explore some of the nuances of online press relations. We also touch base with a cross-section of reporters to deliver the latest dish on pitch tips and
relationship-building strategies that work. Our verdict? It's a thrilling business to be in, but not one for the weak of heart. As long as there's a demand for media relations
professionals, there will always be a market for caffeine.