Who’s pitching the Web-only features at NYTimes.com? You and every other PR person who’s figured out how to use e-mail, that’s who. If you’re trying to break into online media and get yourself some Google juice, you need a backdoor (or at least a side-door) approach.
Plenty of news-oriented Web sites and blogs wield substantial power to influence readers and other media, without carrying the branding of a media star like The New York Times. The sites below have different reasons for their inclusion on this list—some have a recognizable name, but aren’t usually thought of as pitch targets, and some are fairly new sites from established online media experts. But all of them draw substantial readerships and affect what the mainstream media outlets cover.