Local TV stations, for example, rely heavily on the local daily newspaper for stories to air. But it happens just as often on the national level, too. I received an e-mail today from the host of a Web TV program who was quoted in a national business magazine on the popularity of Web TV shows; he asked people on his mailing list to leave a comment about the story on the publication's Web site. Why? He tells us, "If there are enough comments, other news media will pick up on the article, and it's likely to appear in various well known print publications."
He's half right. Well-known print publications will not reprint an article that appeared in a major national business publication. But, comments or not, if an editor at one of those "well known print publications" (or at a not well-known print publication) sees the article and thinks the topic is a good fit for the outlet's target audience, he might assign his own article on the subject and interview some of the sources featured in the first article.
So, as I've mentioned here before, publicity begets publicity. Get that first mention without worrying about whether it's in just the right media outlet. Get out there and get known. You might be surprised at how a small amount of exposure leads to much more down the road.