Lead Time
The advance time publications need to include stories in their editorial schedule.
Definition
Lead time is the advance notice publications require to include a story in a particular issue or broadcast. Monthly magazines may need 3-4 months; daily newspapers might work with days or hours; breaking news sites operate in minutes.
Understanding lead times ensures pitches reach journalists when they can actually use them.
Why It Matters
Pitching a monthly magazine about a product launching next week is useless. Lead time awareness ensures your news reaches outlets when they're actively planning relevant coverage.
Mismatched lead times waste effort and damage relationships with journalists who can't use untimely pitches.
Examples in Practice
A PR team pitches holiday gift guides to magazines in July, newspapers in October, and digital outlets in November.
A product launch timeline includes pitch waves targeting long-lead, mid-lead, and short-lead outlets sequentially.
A media list includes lead time requirements for each outlet, enabling appropriate pitch scheduling.