reaching out to tech publications

introduction to the problem

i recently spent some time trying to verify editorial email addresses across 20 major tech publications, and what i found was pretty interesting. most of these publications, it turns out, do not make it easy for you to get in touch with them directly. some use contact forms, while others hide their email addresses behind javascript rendering. this makes it difficult for people like me, or really anyone who wants to reach out to them, to do so.

the few publications that do expose a direct email address, such as stratechery and a few substacks, are actually more likely to respond to pitches. this got me thinking about the trade-offs at play here. by making it harder for people to get in touch with them, these publications are reducing the amount of spam they receive, but they are also reducing the number of legitimate cold pitches they get from small founders and other individuals who might have something valuable to say.

the trade-offs of hidden email addresses

one of the main reasons publications hide their email addresses is to prevent spam. and it makes sense, who wants to deal with a bunch of unsolicited emails every day. but at the same time, this approach also prevents legitimate people from getting in touch. it creates a kind of barrier that can be frustrating to deal with, especially for people who are just starting out and do not have a lot of connections in the industry.

i think this is a problem because it limits the potential for new and interesting voices to be heard. if you are a small founder or someone who is just starting out, it can be really hard to get your foot in the door. you do not have a lot of connections, and you do not have a lot of credibility. so when you try to reach out to publications, you are already at a disadvantage. and if they are not even willing to give you a chance, then that makes it even harder.

implications for indie outreach strategy

so what does this mean for indie outreach strategy. well, for one thing, it means that you have to be more strategic about who you are trying to reach out to. you cannot just send out a bunch of blind pitches and hope that someone responds. you have to do your research, and you have to make sure that the people you are trying to reach are actually open to hearing from you.

this might mean focusing on smaller publications, or on publications that are more niche. it might also mean trying to build relationships with the people you want to reach out to, rather than just sending them a cold pitch. and it might mean being more patient, and more persistent. because the truth is, building relationships and getting your voice heard takes time.

the key is to be genuine and to add value. if you can do that, then you will be more likely to succeed, regardless of whether or not the publication you are trying to reach has a hidden email address. and if you are having trouble getting in touch with someone, do not be afraid to try a different approach. you might be surprised at how effective a well-crafted pitch can be, even if it is not sent directly to someone's email inbox.

in the end, i think the best approach is to be flexible, and to be open to different strategies. do not be discouraged if you do not get a response right away. keep trying, and keep working at it. and if you are interested in learning more about how to build relationships with publications and get your voice heard, you can check out /companions or /signup