Now that the AVE is going away, what else can we put on the endangered-species list?
Here are my suggestions:
1. Media lists
Not that they weren’t useful back when you hired someone to smile and dial and do nothing but “pitch” stories all day long. But in today’s media-rich but topically niche environment, media lists are essentially spam enablers. All you have to do is read the Bad Pitch Blog to get an idea of how damaging these lists can be to your brand.
2. Impressions (a.k.a. opportunities to see, a.k.a. reach, a.k.a. circulation figures)