While promoting his new book, The Modern Parent’s Guide to Video Games, business columnist and technology consultant Scott Steinberg wrote guest columns and essays on a number of sites.

The work paid off, as he reached out to new readers at major outlets like CNN.com, All Things D and ESPN.com. On our Morning Media Menu podcast today, Steinberg shared tips for pitching online outlets about your book.
Check it out: “You want to reach out no more than two weeks in advance. You want to be close to release date. What we found is that most media outlets and reporters were so busy, focused on the here and now. Their schedules are so hectic that you don’t want to be too far in advance.”
He concluded: “We had probably had four or five excerpts prepared, and the irony is, we received over 14 to 16 requests for custom placements. Leave yourself a bulk of time during the campaign, be prepared to write original pieces, because obviously most outlets aren’t going to want something pre-prepared, they are going to want something custom tailored for their audience.”