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Jun 28, 2002

How to Get Covered by Adweek Magazine

SUMMARY: 33,000 Readers get AdWeek magazine every week. Should your hot new advertising campaign be covered by it? Find out how to approach National News Editor Jack Feuer in this exclusive profile.
Jack Feuer
National News Editor
Adweek Magazine
5055 Wiltshire Blvd. #600
Los Angeles, CA 90036-6103
PH: 323.525.2254

-> Circulation as of 6/02:

Approximately 33,000 for the print mag. Most pay $149/year. Site has an average 90,000 visitors month.

-> Feuer’s background:

After completing journalism school at the University of Syracuse “at a time when everyone wanted to be Woodward and Bernstein,” Feuer wrote for the Bergen News, a small weekly.

He decided newspapering was not for him, so he joined a trade magazine, Marketing Communications, as Associate Editor, where he “quickly became fascinated with marketing and media, which offered unique opportunities for journalists.” In 1983, he joined Adweek’s LA edition as Associate Editor and stayed for six years.

Ultimately he left to launch 'U.S. Hispanic Marketing Report', and not too long after, switched gears completely to become Managing Editor for automotive research firm JD Power and Associates. There, he edited the company’s regular automotive report. In 1995, he left JD Power to author a book, 'Good Men, A Practical Guide For a Divorced Dad.'

Around the same time, he was hired as the West Coast Editor of “Inside Media” magazine. In 1997, Adweek bought and folded it, but luckily Feuer was asked to re-join Adweek as its Media Editor, a new position in which he supervised the media side of the business.

In 2002, Feuer was promoted to Adweek's National News Editor.

-> Current editorial coverage:

As a weekly news publication, hard insider news “is our bread and butter.” Generally speaking, this can be account changes, restructuring, consolidation, organic growth, media strategies, creative strategies and research.

Adweek may run stories on such personalities as agency heads. The magazine also has some guest columns as well as regular discussions of new techniques; Adweek ran a story not long ago on the Seventies campaigns Nike was doing.

Adweek also sends “the hot news of the day” email alerts to opt-in subscribers. Stories for the email alerts and the weekly magazine are structured much differently. Feuer says the print magazine tends to be more analytical of the news. Features are “whys, and hows, trends developing and how they work.”

-> What Feuer looks for in a story pitch:

Feuer says, “You gotta know the basics, like who we are. And don’t call on a Thursday or Friday at all.”

Feuer complains that people don’t answer the questions “why” and “how” often enough. He says, “You are not the first or the biggest or the best.” And all too often, people who pitch him “just don’t know what they are talking about.” Therefore, he demands you have all of the facts at your fingertips beforehand.

As for what Feuer wants, he would like to know about a novel approach to advertising. Show him a real trend a client or agency is involved in directly. Tell him how the recession is affecting a particular business or sector.

Always try to give Feuer the "insiders" point of view.

Feuer also needs good, reliable sources. “There is nothing wrong with telling me why your company or your client is wonderful, but you want to rely on these people to call for a story,” he says. “Act as a source, not like a spokesperson.”

Email is quickest way to get to Feuer, although he says the phone “is not bad on Mondays or Tuesdays.”

-> Deadlines:

If it is really hot and exclusive “significant” news, it will go on the website as soon as the reporter writes it; and then it is sent out as an alert to email subscribers.

The print magazine closes it's copy doors Thursday and Friday. Most feature stories, however, are completed on Wednesdays.

Feuer advises you look at the editorial calendar regarding features subject matter and the appropriate editor to contact. This can be found at:

-> Submitting pre-written contributions:

Adweek does not accept rewritten articles, however, they do run guest columnists occasionally. If you are interested, contact Tim Nudd

-> Becoming a regular columnist:

Feuer says Adweek has occasional openings. Contact Editor Alison Fahey if you are interested.

-> Where you can meet Feuer:

Anytime you are in LA and you have a good reason to meet with Feuer, you can call him. He also makes it to New York at least once a quarter.

He attends nearby AAAA events, including the annual AAAA media conference. 5-6 times a year, he moderates a panel or gives a speech somewhere else.

-> What does Feuer prefer to see in a press kit:

Feuer does not particularly like press kits; he would rather speak with someone and build a relationship to get what he needs.

That said, when he does see press kits, he wants all the facts. He wants to see names, titles, history, solid background, clippings and a white paper or two. Feuer also likes Q&As and fact sheets on company executives.

-> What Feuer looks for in an online pressroom:

“Sometimes I use them. Usually what you see is the last 2-3 press releases and, if you are really lucky, you get a contact. Mostly, they [online press rooms] are too sparse."

-> Feuer’s favorite business publications:

New York Times (online and print), Wall Street Journal (online and print), and Business 2.0. He also likes to read New York media columnist Michael Wolf as well as Tom Friedman’s online columns. His guiltiest pleasure: New York Observer.
See Also:

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