Ignore Small Publications at Your Peril!
“Media success isn’t built on one big splash.”
It’s built on showing up, again and again, in all the right places.
Those “small” features? They’re the hidden doors that often lead to the big ones.
Many people make the same mistake when it comes to building their brand in the media; they chase the big names and ignore the rest.
Yes, the glossy front covers, household-name platforms and national spotlights are exciting, and don’t get us wrong, we love them too. But here’s the thing that most people overlook. Some of the BIGGEST breakthroughs happen in the places you least expect.
It’s not just about how many people are watching. It’s about WHO is watching.
At Rocks and Roses PR, we’ve seen this time and time again. One of our clients was featured in a small, specialist publication with a relatively modest readership. There was no front cover, no national headlines, just the right piece in the right place. That same day the article went live, they were approached to take on a major role in a prime-time TV show watched by 1.7 million people.
That single opportunity ended up opening more doors than a full-page national ad ever could. Why? Because someone influential was reading.
This is the power of niche media.
Niche = Loyal and Laser-Focused
Smaller, specialist publications, whether that’s a trade journal, an industry blog, or a targeted B2B newsletter, often have something the big names can’t compete with; a loyal, highly engaged audience. These are people who care about the topic. They read deeply, they take action, and often, they’re decision-makers.
They’re not just skimming headlines but scouting for experts, ideas, and stories to take further. Many producers and journalists closely watch these spaces precisely because they’re rich, trustworthy hunting grounds for fresh talent and authentic expertise.
Building a 360° Media Presence
Getting featured in the media isn't just about a one-time spike in traffic. It's about building your brand reputation over time. That includes being seen in all the right places from big names to boutique platforms.
Being consistently visible, especially across the niche publications in your industry or area of expertise, tells the world (and the media) that you’re someone to watch. It creates what we call a “halo effect”, you start to become the go-to name in your space. And eventually, the media comes to you.
Here’s a Real-World Example:
One of our wellness brand clients secured a small feature in an industry publication where articles were often read by fewer than 500 people a month. But among those 500? A producer from a well-known BBC health-focused TV programme. They reached out directly, and just a few weeks later, our client was centre-stage in a national broadcast as an expert for BBC News.
Not magic. Just smart, strategic brand-building.
Don’t Underestimate the Underdogs
So next time an opportunity comes your way, whether it’s a specialist blog, a niche podcast, or a low-key interview, don’t dismiss it because it’s not a household name. If it aligns with your brand and gets in front of the right audience, it might just be your biggest break yet.
Remember that media success isn’t built on one big splash. It’s built on showing up, time and time again, in all the right places.
Trust us, those “small” features are one of those lovely doors, and they often lead the way to opening those big doors.
