Regularly, we get complaints from manufacturers or their agents about why we do not cover their company.
The #1 reason is that very few people care about your company or products. It's a hard truth to swallow, but you have to come to grips with it.
We know this based on years of data collected on IPVM readership - what articles lots of people read and which they ignore. (See more on this in our IPVM For PR / Marketing People report.)
It's simple. If people do not want to read about your company or products, what is the point of us spending time and money forcing it down their throats?
There's no secret agenda of why we do not cover companies. We will cover any company that we believe our members will find interesting (that's why you see so many articles on Axis and Avigilon, because the reads and response support it).
We've tried repeatedly to cover companies who are who laggards in their markets, with little differentiation, and the response is dreadful (80% or 90% less reads than our typical articles). The message we have taken from the membership is that they are not interested in hearing about me-too offerings.
We certainly cover small, weird and niche products but we always look for something different that would be new to our members (e.g. in just the last month - the hairclip security device, a delayed egress maglock, $29 no name Chinese IP camera). None of these are big brand companies but all of them are unlike conventional offerings.
What to Do If Your Company Is Not Covered
Do something of interest to our readers.
- Release a new product that is unlike existing ones
- Raise funding
- Release financials
- Say something insightful or technologically in-depth
- Say something really stupid
If you have a question or feedback, feel free to ask below.