Your Best Media Hit Might Be One You've Never Heard Of

The media landscape has changed dramatically over the past decade—and not always in a fun way. Traditional outlets have cut back on book coverage at an alarming rate. Of course, everyone wants the Times—it's still the gold standard, and we pursue it enthusiastically for every book we represent. But there are fewer slots and more books competing for them than ever before.

That's the bad news, and it stinks.

But on the flip side, there are a ton of genuinely exciting developments in book coverage!

The media world didn't really shrink—it has actually exploded in a million new directions. Beyond the flagship publications we all grew up knowing, there's now a whole ecosystem of podcasts, streaming shows, newsletters, and online communities that didn't exist ten years ago. Many of them have fiercely devoted audiences who may be interested in exactly the kind of book you've written.

Here's what we've learned to look for: outlets whose audiences are unusually engaged, even if they’re small. Because what will move the needle is an outlet built around thoughtful conversation: a podcast where a great interview can turn a listener into a reader of your book, or a newsletter whose subscribers trust the person recommending it. This is what you’re looking for: niche, smart audiences who respond enthusiastically to books that are relevant to their work or interests.

The question to ask about any given outlet isn't “have I dreamed of it since my MFA program?” or even “have I heard of it?” It's “does my target reader subscribe to it?” A devoted audience packed with your ideal readers will do more for your book than a passing mention somewhere with ten times the reach.

Some of our biggest wins at Press Shop PR have been placements with outlets that our authors had never heard of before—and that led to some of their favorite moments from the whole campaign. The authors who do best in this landscape are the ones who stay curious, trust their research, and don't dismiss an outlet just because it’s unfamiliar or has a somewhat silly name.

So keep an open mind—and be ready to meet your readers on whatever weirdly specific, surprisingly popular outlet they've been obsessively following.