“It really is about getting covered by writer why — they have an audience that they are trying to intentionally build and it's just like anything else: why do you advertise on Google instead of advertising on the street?”

Target the writer, not the publication — they carry a portable audience

A publication's name on a story matters less than which writer wrote it. Journalists build specialist audiences that follow them across publications. Pitch the fintech writer for your fintech app, the productivity beat reporter for your productivity tool. That writer's portable readership — pre-qualified and engaged on exactly your topic — is worth far more than a blast to a tips inbox.