Soon enough this nonprofit which put an ad on Craigslist, offering $3,500 to have article placed in THE NEW YORK TIMES, will learn how badly it low-balled it. Here is the ad. This is sad because the organization has a worthwhile mission.
The last time I searched for quotes to place a simple opinion-editorial in top media, even though it would carry a powerful byline, the expense was about $8,000 a month, with no guarantee. The expert would shop it around for those 30 days. Then, if there were no buyers, he would migrate down to second-tier media, also with no guarantees.
Those who do media placement are the ones in most demand and at the top of the payscale in PR. We ghostwriters who know how to configure content which can get placed are also again in demand and well compensated. My advice to displaced journalists and editors: Analyze what ghostwriters do and figure out if it could be a fit for you. Thought Leadership pieces are proliferating, both inside organizations and in external media properties. Books remain the price of entry for thought leaders to be taken seriously.
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