The media list has been the operational backbone of media relations for decades. New factors related to AI surface visibility, newsletter publishing, and shifting outlet authority require updating how lists are built and maintained. This article explains how to build a better media list for the AI era.
Six trade press domains supply most of the answer. SEC.gov is climbing fast.
Institutional medicine owns the diagnosis. Reddit and Healthline own the experience. The AI-mediated healthcare conversation has a different center of gravity.
The independent newsletter has gone from media curiosity to standard publishing model in roughly a decade. Substack, Beehiiv, Ghost, and the long tail of newsletter platforms now host outlets that, individually, have audiences smaller than major publications but, in aggregate, ac