Many trade and industry publications, both print and web based, create and publish what are known as editorial calendars that provide an outline of what subjects and topics the magazine plans to cover in the next year or so. These editorial calendars – (known as ed cals) also provide an outline for their advertising and promotions department to go out and sell special issues, supplements, shows and conferences, etc.
Ed cals can be an extremely critical aspect of getting good public relations coverage for your company, its services and products. However, you need to do it right. You need to understand how each publication works its ed cal policies. Even within the publication, each editor might be differ regarding how they handle ed cal submissions and pitches. You need to make the contact and do the follow-up in order to work with each publication’s and each editor’s preferences, topic selections and time frames.