The Power of Syndication in Media
In today's rapidly evolving media landscape, syndication has emerged as a crucial consideration when developing media strategy. Syndication offers unparalleled opportunities to amplify reach and impact, allowing a single story to generate a larger volume of coverage. While some outlets prefer to publish content exclusively on their own websites, a multitude of platforms publish content on sites beyond their own domain and in newspapers around the world. Let’s explore syndication and its value to your media strategy.
Syndication Networks
At the heart of syndication are standard syndication networks, commonly known as "wires." These include the Associated Press, Reuters, Dow Jones, UPI, and AFP. All operate global bureaus dedicated to filing articles regularly, particularly on breaking news.
Once filed, an article is distributed to a network of media outlets, which then opt to publish the story or not. For example, if the Associated Press files a story about President Biden's latest infrastructure initiative, outlets such as CNN, The Washington Post, USA Today, and numerous local newspapers across the country commonly run the same article. This collaborative approach ensures that significant stories receive extensive coverage across multiple platforms, reaching a diverse audience.
Online Syndication
With the advent of the digital age, syndication has transcended the boundaries of traditional wire services. The online landscape is now replete with outlets that publish content that can be picked up by other websites. One prominent example is Entrepreneur.com, a platform whose articles frequently appear on popular sites such as Yahoo and MSN. Similarly, Benzinga's content is often picked up by outlets like Insider and Yahoo. This expansion of syndication into the digital realm presents an even broader opportunity to reach audiences, maximizing exposure and engagement.
Quality and Quantity
Syndication’s significance lies in its power to deliver a substantial quantity of coverage without compromising quality. One article published by Reuters may generate 150 published articles in local papers across the country or internationally. Comparatively, attempting to secure 150 individual pieces of coverage is an arduous, time-consuming task with no guarantee of success, often resulting in a variety of storylines.
Credibility
Syndication provides a unique advantage in terms of brand recognition and credibility. When an article from a reputable news source is syndicated and published by numerous other sources, it reinforces the authenticity and reliability of the story. Seeing the same article across different platforms lends credibility to the information presented, instilling trust in the minds of the audience. This amplification significantly enhances an organization's reputation and can result in increased audience engagement and interest.
It is important to note that syndication should not be viewed as a one-size-fits-all solution. Each media strategy requires a tailored approach that takes into account the target audience, goals, and nature of the story. While seeking syndication may yield remarkable results, it is not necessarily the right strategy for all storytelling. Understanding target audience preferences and demographics plays a crucial role in determining the best media targets for a campaign.
In conclusion, syndication has emerged as a powerful tool in the modern media landscape, allowing wider story distribution and reaching diverse audiences through various platforms. Syndication networks, both traditional wire services and digital outlets, offer unparalleled opportunities to maximize coverage without compromising quality. By strategically leveraging syndication, organizations can amplify their reach, enhance their reputation, and ultimately achieve greater impact with media campaigns. To thrive in today's media ecosystem, embracing the power of syndication is not simply an option; it is imperative for success.
