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Marketing Buzz 08/04

Marketing during slow news times, rich Web content for less and more

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This story appears in the August 2004 issue of Entrepreneur. Subscribe »

Good Timing

Scott Testa loves August. "It's generally the slowest news month," says the 38-year-old COO and co-founder of Mindbridge Software Inc. in Norristown, Pennsylvania. "We plan product releases for the July/August time frame, and we're not competing [for publicity] with the larger companies, which are waiting until September through the beginning of the year."

Tom Ciesielka, president of Chicago PR firm TC Public Relations, thinks taking advantage of slow news times to break through the monumental clutter that editors face is a good idea. Ciesielka applied that very strategy to one of his clients, pitching a seasonally themed story for the not-so-newsy July 4th holiday. It worked, even garnering coverage in the Chicago Tribune. A more popular holiday tie-in might not have yielded the same results.

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