One of the first questions I ask clients when we kick-off a new program is “What is your dream publication?”
Most often, the answers are what you would anticipate: The New York Times, The Wall Street Journal, Bloomberg, Fortune, Forbes, and other “tier-one” publications.
While those outlets are undeniably important business press, the standing definition of top-tier media has shifted, particularly over this last year. By taking a step back and understanding exactly what your client’s goals are, you can help make recommendations and determine which outlet would truly be the most impactful.
Your Audience Is Your Biggest Factor
One area to consider is the audience they are trying to reach.
If they are a private company looking to get in front of investors for a funding round, as opposed to a public company looking to increase their customer base – those are wildly different audiences. Investment publications range from MarketWatch to CNBC, while a customer audience is dependent on their product or service. If they are trying to reach a CFO, a CTO, a CIO or a CMO consider widely respected trade outlets with a large audience as an alternative to traditional business press.
While the overall readership numbers may be lower for a trade, you are likely targeting a more specific audience. Thus, there’s a higher percentage of readers that your story and message may be relevant for.
Talent Has Moved Across the Media Landscape as AI Redefines the Qualities of a “Top-Tier” Pitch
News organizations continue to navigate a rapidly evolving landscape, with AI and automation reshaping how reporting gets done. Some outlets now use AI-generated earnings reports and market updates, while certain newsrooms have AI-assisted reporting teams handling basic coverage. As a result, pitches must go beyond breaking news and instead focus on analysis and insights that AI cannot provide.
At the same time, newsroom cuts are accelerating. The wave of layoffs in 2024 and 2025 has left many journalists covering multiple beats, making customized, hyper-relevant outreach more critical than ever. Major outlets – including The Washington Post, The Wall Street Journal, and Vox Media – have made significant reductions, impacting coverage areas across business, technology, and politics. Meanwhile, legacy media brands continue to consolidate, and some digital-first outlets have shuttered entirely.
For PR professionals, this means keeping a close eye on evolving newsroom structures, tracking which reporters remain, and understanding how AI is shaping editorial priorities. A thoughtful, insight-driven pitch – tailored to a journalist’s expanding responsibilities – is more essential than ever in securing meaningful media coverage.
Related Read: Strategic Storytelling: What It Is and Why It’s Critical to Your Brand
Market Trends & External Factors Impact Media Coverage
In an era where headlines are everywhere, the way audiences consume information continues to evolve. Traditional media still holds influence, but business leaders are increasingly leveraging LinkedIn as their personal newsroom – shaping industry conversations, sharing insights, and engaging directly with their networks. A strong media strategy now requires more than just securing coverage; it should also prioritize executive visibility and thought leadership on LinkedIn, where key decision-makers actively participate.
Meanwhile, newsletters have solidified their role as a trusted news source, allowing readers to curate content based on their interests and preferred journalists. This shift has led to a wave of reporters leaving traditional outlets to launch their own independent platforms.
This was a wave that accelerated in 2020, with notable examples including Casey Newton, formerly of The Verge, who launched Platformer on Substack; David Roberts, who transitioned from Vox to start Volts on energy and climate change; and Eric Newcomer, who left Bloomberg News to create the Newcomer newsletter focused on tech and venture capital.
For brands, these shifts reinforce the importance of a multifaceted media strategy – one that includes not just securing earned coverage but also cultivating thought leadership on LinkedIn and engaging with influential newsletters that shape industry narratives.
Related Read: Data-Driven Storytelling: Highlighting Impact Over Output
The Big Debate: To Paywall, or Not to Paywall?
Subscriptions, paywalls, and hybrid models continue to reshape the definition of top-tier media. Outlets that have long relied on subscriptions – such as The New York Times and The Washington Post – have maintained steady growth, while others, including Fortune, Forbes, and MarketWatch, have expanded their paywall strategies. However, many publications are now adopting a hybrid approach, offering limited free access while balancing reach and revenue through high-quality, paid editorial content.
“It’s no longer one-size-fits-all, and the first outlet that comes to mind, ultimately may not be the best outlet for their business.”
As a result, brands need to think beyond traditional earned media. While securing organic coverage remains valuable, sponsored content and paid editorial partnerships are becoming more widely accepted as part of a comprehensive media strategy. In some cases, a well-placed paid feature in a high-visibility outlet may provide greater impact than a short earned mention in a publication with restricted access.
All of these shifts reinforce the need for a tailored media approach. What qualifies as “top-tier” coverage will depend on a brand’s messaging, target audience, and goals. It’s no longer one-size-fits-all, and the first outlet that comes to mind, ultimately may not be the best outlet for their business.
PR professionals should assess the likelihood of a mention versus a feature, the quality and longevity of coverage, syndication potential, and the accessibility of the content. Be the expert, get creative, and ask the right questions to determine the best mix of earned, paid, and hybrid opportunities to maximize impact for your clients.
Related Read: PR Metrics That Matter: How PR and Marketing Pros Can Get the Most Out of Measurement
The Takeaway: Custom Approaches to Top-Tier Media Are the New Baseline
Determining what constitutes a top-tier outlet depends on a brand’s messaging, audience, and objectives. The first outlet that comes to mind may not be the best choice for your specific goals.
Consider the likelihood of a mention versus a feature, prioritize quality over quantity, and assess which outlets offer the best syndication opportunities. By thinking strategically, asking the right questions, and getting creative, you can ensure that your clients receive the most valuable media coverage possible.
Curious about how to weave more Brand Awareness measurement into your work? Read further: Brand Awareness: Top Metrics and Key Performance Indicators (KPIs)
Article originally published in February 2021 and updated in February 2025
