Jul 25, 2010
06:22 PMOut of the Orchard
Reaching consumers with information about pears is an important way to raise awareness and usage. One of the best ways to reach our target consumer in the United States today continues to be through magazine articles. When a publication carries an article about pears it acts as a third party endorsement in publications that consumers trust.
We reach out to magazine editors and writers (as well as bloggers) all year long, providing them a constant reminder of any new research, recipes, or just continuous information about pear varieties and usage. As our communications Director, Cristie Mather reports in our latest newsletter, “Our ongoing efforts targeting consumer media are paying off early this season, as a number of top food and lifestyle magazines are featuring pear recipes on the pages of their August issues. Pear recipes appeared in August issues of a number of publications, including Women's Health and Sandra Lee Semi Homemade.”
Many of these magazines are considered “long lead publications,” meaning that it can take six or eight months from the initial contact until the article is written. According to Cristie “Our National Pear Month outreach in December last year prompted an inquiry from Fitness magazine, which resulted in coverage in the current August issue regarding a pear nutrition study and weight loss accompanied by a quote from our nutrition blogger and spokesperson, Amy Kweller, MS, RD.”
“Similarly, the PR tactics in support of our spring cross promotion with Epic Roots Mache resulted in a prime photo and recipe placement in the August edition of Ebony Magazine.”
Cristie goes on to explain that “Whether a journalist responds to a specific newsworthy pitch or is inspired by the idea of fresh Northwest pears and their varieties and versatility, our ongoing communication with journalists is important in helping to keep pears top of mind among consumers.”
Cristie is currently working with other publications on their fall issues, and are anticipating great stories about pears in Vegetarian Times (October), Bon Appétit (November), Portland Monthly (October), and Family Circle (October).”
We will keep you posted on other positive write-ups and articles extolling the virtues and benefits of pears that result from our outreach as the season progresses. Feel free to contact us if you have any questions or would like to see samples of these articles.
All pears all the time, Kevin