Media Outlets SHOULD Embrace Digital Promotional Material

We've spoken with quite a few Publicists who represent record labels in the music industry. Ironically, some seem reluctant to moving to digital promotional media because of fear that various media outlets will reject the new strategy and stop publishing reviews/articles about their artists.

We think this is a crock of shit. Any media outlet that has some worth in the industry, should be getting hundreds of albums mailed to them each month. With all of those packages comes the cost of processing them well before any reviews or articles can get published about them. This processing takes time too. Consuming a digital copy has been proven to be much faster, which should speed up publication turn around. If you are a media contact, why wouldn't you embrace this? Are you in the business of reviewing reviewing music for the right reasons? Are you in it for the free CDs or do you really care about the services you are offering your readers?

It's time that media outlets (webzines, magazines, newspapers) get with program and evolve with the industry. Digital promos are more secure, faster to consume and less expensive than snail mail processing.