Getting Coverage in Major Newspapers

By: John Honovich, Published on Jun 19, 2012

Every so often video surveillance manufacturers are featured in major newspapers. Today, Avigilon is on the front page of the USA Today's Money section. Here's what it looks like in print:

[link no longer available]

This raises some interesting questions:

  • How does a manufacturer get featured in such newspapers?
  • What are newspapers looking for?
  • What impact does this have for the manufacturer?

In this note, we offer insights based on our experiences working with the press.

Newspaper Reporters

Newspaper reporters are typically very smart and well-educated but have near zero knowledge about the security industry (e.g., the USA Today reporter [link no longer available] of the article above went to the most prestigious journalism program in the country). Despite this, generally, they have just a few days to research and write long features. As such, it is impossible for them to learn the nuances of an industry. They have to make quick guesses on what sounds correct and rely on input from outside sources.

Source Services

Increasingly, reporters depend on services to connect them to 'sources'. The most famous is likely HARO - Help a Reporter Out. Journalists send in requests for free ("Hey, I need to interview an expert in video surveillance by tomorrow") and 'sources' respond. Sources need to pay - up to $149 per month to get these requests.

I tried HARO last month and found it laughable - the 'sources' were overwhelmingly PR people looking to spin. Ironically, Avigilon's PR people were the first to respond to our request (fyi: our request was anonymous so they did not know it was us). That noted, if you are a reporter who knows nothing about a market and have a deadline in a day or two, it is a big time saver.

In speaking with many reporters from top-tier newspapers over the last few years, it has become clear to us, that despite their intelligence, they do not have the time nor background to deeply investigate an area. Whatever manufacturer is selected is often a reflection of convenience or aggressiveness of the company's PR people rather than the quality or positioning of the offering.

The Impact

While these pieces may somewhat impact general branding, they typically do not impact day-to-day business. For instance, a long time ago, when I was at 3VR, they were covered in both the Wall Street Journal and the New York Times. It was certainly good for morale, investor happiness and general validation but it did not get much, if any notice, from integrators or end users.

Comments : Members only. Login. or Join.

Related Reports

Fever Camera Sales From Integrators Surveyed on Jun 01, 2020
Fever cameras are the hottest trend in video surveillance currently but how...
Axis Compares Fever Camera Sellers to 9/11 on Sep 18, 2020
Axis Communications, the West's largest surveillance camera manufacturer, has...
Smartphone Thermal Camera Body Temperature Measurement Tested (FLIR / Seek) on Apr 10, 2020
Thermal cameras have exploded in popularity due to coronavirus, but can...
Mobile Access Control Usage Statistics 2020 on Sep 21, 2020
Most smartphones can be used as access control credentials, but how...
Dahua, Hikvision, ZKTeco Face Mask Detection Shootout on Jun 19, 2020
Temperature tablets with face mask detection are one of the hottest trends in...
SDM To Stop Print Magazine on Apr 22, 2020
For nearly 50 years, SDM published a print trade magazine. Now, coronavirus...
Sony Launches AI Camera Sensors on May 18, 2020
Weeks after exiting the branded video surveillance business, Sony is making a...
Milestone Presents XProtect On AWS on May 04, 2020
Milestone presented its XProtect on AWS offering at the April 2020 IPVM New...
Leica Presents AI LIDAR / Thermal / Visible Camera (BLK247) on May 06, 2020
Leica presented its AI multispectral BLK247 camera at the April 2020 IPVM New...
IPVM Editorial Staff on Aug 01, 2020
IPVM has the largest and most experienced editorial team covering video...
Anixter Runs Fake Coronavirus Marketing Using Shutterstock Watermarked Images on Jul 24, 2020
Coronavirus faked marketing is regrettably commonplace right now but Anixter...
Worst Camera Manufacturers 2020 on May 06, 2020
Which camera manufacturer have integrators had the worst experience with in...
Facial Recognition: Weak Sales, Anti Regulation, No Favorite, Says Security Integrators on Jul 07, 2020
While facial recognition has gained greater prominence, a new IPVM study of...
Uniview Deep Learning Camera Tested on Jul 14, 2020
Uniview's intrusion analytics have performed poorly in our shootouts. Now,...
US Surgeon General Unwittingly Showcases Sanctioned Dahua Temperature System on Jul 28, 2020
The US' top public health spokesperson, the Surgeon General, posted a photo...

Recent Reports

IP Networking Course Fall 2020 - Last Chance - Register Now on Sep 23, 2020
Today is the last chance to register for the only IP networking course...
Norway Ethics Councils Finds Hikvision Human Rights Abuses "Ongoing" on Sep 23, 2020
Hikvision's involvement in "serious human rights abuse" in Xinjiang is...
IPVM Camera Calculator User Manual / Guide on Sep 23, 2020
Learn how to use the IPVM Camera Calculator (updated for Version 3.1). The...
Installation Course Fall 2020 - Save $50 - Last Chance on Sep 22, 2020
Today is your last chance to save $50 on registration for the Fall 2020 Video...
SimpliSafe Business Security Launched Examined on Sep 22, 2020
SimpliSafe has launched "SimpliSafe Business Security" that the company...
FLIR CEO: Many New Fever Entrants "Making Claims That The Science Just Won't Support" on Sep 22, 2020
FLIR's CEO joins a growing number calling out risks with fever / screening...
China Bems Temperature Measurement Terminal Tested on Sep 22, 2020
Guangzhou Bems (brand Benshi) is the manufacturer behind temperature...
Axis Exports To China Police Criticized By Amnesty International on Sep 21, 2020
Axis Communications and other EU surveillance providers are under fire from...
Milestone XProtect on AWS Tested on Sep 21, 2020
Milestone finally launched multiple cloud solutions in 2020, taking a...
Mobile Access Control Usage Statistics 2020 on Sep 21, 2020
Most smartphones can be used as access control credentials, but how...
Axis Compares Fever Camera Sellers to 9/11 on Sep 18, 2020
Axis Communications, the West's largest surveillance camera manufacturer, has...
Avigilon Elevated Temperature Detection Camera Tested on Sep 17, 2020
Avigilon has entered the temperature screening market with the release of...
Chilean Official Investigated for Motorola And Hikvision Contracts on Sep 17, 2020
A corruption investigation is underway in Chile after a crime prevention...
Huawei HiSilicon Production Shut Down on Sep 17, 2020
Huawei HiSilicon chips are no longer being manufactured or supplied to...
Virtual ISC West and GSX+ Exhibiting Contrasted on Sep 17, 2020
Both ISC West and ASIS GSX are going virtual this year, just weeks apart, but...