Convincing your execs that Substacks are worth their time

You’ve found the most incredible, niche, powerful Substack. It would be perfect for an interview with your CEO. The journalist is in.

But when you try to get the time on the exec’s calendar, she asks if you couldjust get her on Squawk Box instead.

No disrespect to the venerable CNBC program, but there are so many options that are perhaps even more powerful than  traditional Tier 1 media outlets for the right audience.

“Even the most successful newsletter doesn’t have the same name recognition as the big media news outlets, so we need to make a strong case, sometimes involving a little bit of education on how the media consumption has changed and why niche platforms and niche influence can sometimes matter more and work more efficiently and effectively than mainstream reach,” said April Yue, assistant professor in the Department of Mass Communication, Advertising and Public Relations at Boston University, during Ragan’s Public Relations Certificate Course.

When you’re targeting a standard, mass-market audience, the gross number of viewers or readers may sound huge, but the number who are actually interested in your particular vertical is likely much, much smaller. Substacks offer a more focused audience that, while smaller, is more likely to actually need your products or services.