It seems like the traditional, legacy media is dropping its coverage of wine at a pretty swift pace whether it be a pull back from wine coverage in Chicago, St. Louis or San Francisco. It points to a circumstance that every wine publicist and every wine marketer must accept and embrace: YOU ARE THE DISTRIBUTOR OF WINE JOURNALISM, WHILE THE JOURNALISTS ARE THE CONTENT CREATORS.
This, of course, never used to be the case. All the major media had good wine coverage and good circulation and distribution, assuring that if you or your client were covered, word would be spread by the folks who created the content.
Today, with the legacy media reducing their coverage and its circulation being gobbled up and cut up, there does remain a vibrant independent and largely new wine media that is exploring the subject on blogs, podcasts, online media and elsewhere outside what were the normal information distribution channels. However, few have much reach or circulation.
What this means is that the subject of the coverage (the winery, the importer, the distributor, the retailer, etc) must do the distribution.
That subject as information distributor model has a variety of tools at its disposal:
Your Email List
Your list of trade/accounts contacts
Your tasting room or Retail Store
If any of the many wine writers and commentators endorse your project, it must be you who gets that word out to those you hope will see it and take it to heart.
This is such a profound and certain and cemented shift in the way companies and concerns use third-party media endorsements that it qualifies as a paradigm shift.
Yes, there remain various media that, when they give you an endorsement, their distribution of that endorsement will get the job done and get their word out. But that list is shrinking on a daily basis. Perhaps this will change. Perhaps media companies with large circulations will return to serious coverage of the most important and refined and culturally significant beverage the world has ever seen. But don’t count on it. For now, you are on your own. Either be the distributor of the content created by the media or don’t count on good coverage having any impact at all on your brand and product.