There will be some publications that never lose the glossy label of tier-1 media. It will always be a good day when you have positive coverage on The Today Show or in Fortune. But the media landscape is changing – for better or worse; access to prestigious media powerhouses is shrinking. There are fewer reporters, more sources, and more news than ever before.
The rise of independent media: Why traditional coverage isn’t the only goal
Over the past few years, we’ve seen many reporters opt to not return to established media conglomerates and instead launch their own platforms. Recently, Alex Konrad, previously a Senior Editor at Forbes, announced the launch of his own media company – Upstarts Media Company – covering startup news. After Protocol shut down in 2023, Enterprise Editor Tom Krazit launched his own tech media platform, Runtime. Adam Bryant, who wrote for the New York Times’ Corner Office for over 8 years, now develops several sought-after LinkedIn newsletters.
When developing a strategic media campaign, defining what constitutes a high-quality piece of coverage isn’t always straightforward, and success looks different for each company – varying based on industry, audience, and business goals. Yes, an interview on CNBC’s Squawk Box will always be a tier-1 media hit. But it could also mean a feature article in a key industry trade, a LinkedIn newsletter with over 100K subscribers, a popular Substack, or a leadership-focused podcast.
What makes a media hit “Tier-1”?
Traditional tier-1 media are defined as influential, credible, prestigious publications with a large, global audience. Usually, these outlets have a variety of channels, including editorial, video, and social media. This would include heavy hitters like The Wall Street Journal, Bloomberg, BBC, Reuters — all of whichare considered the pinnacle of tier-1 media. However, a strategic media campaign should go beyond those high-caliber outlets, targeting a diverse mix of publications to drive high-impact coverage.
For example, a financial services company that has just launched its new flagship platform secures two media opportunities: a 45-minute episode on a popular fintech podcast that delves into the user impact of the platform and includes all its key messages, and a two-sentence quote in an Axios article on a trending fintech news story. Is the Axios article more impactful than the podcast, or do they both serve a critical purpose in driving awareness and highlighting your company’s momentum?
Technically, they both meet the criteria of a high-impact “tier-1” media hit:
- They are influential and credible publications within individual sectors.
- They have a large following — whether it’s global or within a specific industry.
- Coverage in these publications reaches a new, aspirational audience or expands into an existing market.
- Your competitors are receiving consistent coverage in these outlets.
Audience alignment is the new definition of Tier-1
Every PR pro has a list of ‘dream’ coverage, and every CEO does too. A segment on CNBC, a feature in Forbes, and episode on Bloomberg Tech, but it shouldn’t stop there. Media strategies aren’t one-size-fits-all—especially when a business operates in a niche industry or is looking to connect with a very specific audience. Determining what an impactful, tier-1 media hit is should be personalized to the needs of the company and aligned with its business objectives.
And, sure, we’d all love to have features in the Business Insiders of the world every week, but they aren’t the end-and-be-all for high-value coverage. In niche markets, an industry publication with a smaller audience may still be considered impactful because of its influence over a target audience. Publications like Supply Chain Dive, Healthcare IT News, or Chain Store Age may not have the massive readership of a national outlet, but their impact within that industry sector is significant and meaningful to the audiences that matter most—typically business decision makers.
Let’s talk about your tier-1 media strategy
Navigating the changing media landscape requires a fresh perspective. If you’re ready to redefine what tier-1 means for your brand, let’s connect.