Additionally, The Wall Street Journal has done an excellent job of integrating Internet into a traditional business model. Besides offering both online and offline newspaper versions, there are several email alert services. Because they have successfully integrated online marketing into their own business, WSJ writers and editors are able to intelligently address both online and offline activities.

OK, let us do some quick exercises using The Wall Street Journal. I have both an online subscription (with access to 30-day archives) and a print newspaper subscription, so I will skim some articles...

* Here's one (9/17/02, newspaper front page and WSJ online) - WorldCom Lawyers are advertising in white pages.

What about your company?...advertising in white pages...give your products their own phone numbers...advertise numbers elsewhere...personalities for your brands/services...mascots...root beer...separate sites for each...etc.

Remember, *do not* censor - just play one idea off another and write down *everything* that comes to mind. It doesn't matter if it is sensible or even relevant - just make sure you write down enough clues so later you know what you were thinking.

* Here's another one (9/16/02 newspaper front page) - Snoop Doggy Dog is reinventing himself.

It seems he has a new sound, new album, etc., etc. I also think I remember he has done some acting in past. In order to keep "Snoop Doggy Dog" brand fresh, he expands into other categories. But notice he is still in "entertainment" industry - not venturing into industries that are not a fit with his image. You can use this approach as a springboard for your own business. Think of ways to expand into other categories - to reinvent - while staying in your same general area of expertise.

* Here's a third (9/23/02 WSJ online special report): According to a Harris Interactive Poll, more Americans want to live in California than any other state.

For first time in five years, Florida is *not* #1. Hmmm...a changing American mind set? The springboard here is to think of ways to apply this "California Dreamin'" to your strategies and/or products.

More potential springboards from 9/23/02 Website homepage: Salomon Smith Barney gets fined $5 million for issuing misleading research...Pepsi's looking at healthy snacks...customers distrust e-commerce sites...you get idea.

Whether brainstorming alone or in a group, remember two rules - 1) no censoring and 2) use props as springboards for new ideas. Do this and your brainstorming session is sure to be a success.

~~~~~~~~ Resource ~~~~~~~~

The Wall Street Journal (WSJ) at times offers subscription discounts. Check for current offers at: here

Copyright 2002 Bobette Kyle. All rights reserved.

When it comes to publicity pitches, facts are: placement is totally up to discretion of particular media outlet; and very few media responses are immediate. I have in fact had media outlets respond even before media release seemed to settle in fax machine tray. Conversely, I also had one media outlet that responded 17 months after a pitch. (I had to ask reporter what YEAR was on release!) NO placement is guaranteed, but you can definitely increase odds. Even if your product/business if a dead-on perfect match for a media outlet's editorial profile, you are not guaranteed placement without some hard work and media relations. That's why timing of your publicity pitch is so critical. Have your publicist get your pitch to media, allow editorial staff to digest it a bit, and strategically and professionally "rattle cage" over next several weeks to generate as many placements as possible.

What we are trying to do is plant seeds in media outlets' editorial garden so they will bear fruit -- in form of articles/show placements -- continuously over next several weeks and months. Like plant that comes from a seed, publicity placements can also grow roots and lead to other arterial media placements in other media outlets. Given right tending, publicity seeds you plant over next few weeks will indeed germinate and you'll reap a wonderful harvest for your business well past first quarter of next year.

---------

Todd Brabender is President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and ventures. http://www.spreadthenewspr.com todd@spreadthenewspr.com (785) 842-8909