Why media is a dying industry

by Craig Leweck, Scuttlebutt Sailing News
I have a personal disdain for a certain prominent marine company. Their feigned interest over the years to advertise in Scuttlebutt has now shifted to seeking free advertising.

After receiving a press release on how this brand was promoting recent partnerships and gear, I asked what I should do with this.

“Hey Craig, we’d love your help sharing about BLANK, so whatever editorial you’re able to put together around it would be great! Let me know what I can get you to support. Thanks!”

When I shared how this sounded like free advertising, which doesn’t pay our bills, I received a longer response.

“No worries! We’re not seeking free advertising. To clarify, we connect brands with like-minded audiences through organic gear coverage and earned product reviews. For many outlets in sailing media, authentic gear coverage is a great way to build rapport with brands, and an easy first-step toward larger advertising opportunities.”

Coercing me to carry their “editorial”? Not in my lifetime!