Editorial calendar

Component of a magazine or newsletter media kit that outlines the editorial content planned for each issue in the coming year. Advertisers use editorial calendars to determine which issues are most likely to attract prospects for their product. Editorial calendars also give advertisers a summary view of the publication's overall content. For example, a company selling golf resort real estate might advertise in every issue of Golf Magazine but limit their advertisements in a general interest magazine to only those issues that feature golf. Conversely, an advertiser might choose to pull advertising from an issue containing content deemed to be a negative reflection upon their product. For example, a soft drink company might not want to place an ad in an issue featuring articles about excessive sugar consumption by children.

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An editorial calendar shows the major editorial features planned for forthcoming issues of a newspaper, magazine, and similar. It is used by the advertising sales function of the publication to attract advertisers. For example, if Newsweek plans to print an editorial feature on hybrid cars, then manufacturers of those cars might want to place advertisements in that issue.

Editorial calendars are also called editorial planning calendars. Public relations professionals often use them in an attempt to increase their chances of coverage. For example, if a publication is going to do a story on hybrid cars, companies may want to send a press release about their hybrid cars several weeks to months in advance of the story's planned publication.

External links

• Editorial calendar for Information Week as of March 2007

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