What are the five tiers of news media outlets?

Understanding these five media tiers can help you gain quality media coverage.

A woman reading a newspaper. Many executives see "Good Morning America" or "USA Today" and know these are national outlets many people consume. They want their company to pitch to these outlets, hoping to land significant exposure. However, top-tier news media outlets may not actually be where your organization needs to seek coverage. For instance, what if the majority of your target audience gets their news from local outlets, but your company is only pitching to national publications?

If you seek to increase your brand's visibility through impactful earned media coverage, it's essential to understand the ins and outs of news media outlets — including how you can categorize them to help you identify which ones best suit your pitch, goals, and target audience.

The five media tiers

Media tiers are a common way to understand and compare the types of exposure different outlets offer. Print, online, and broadcast news outlets use a five-tier ranking system to categorize aspects of media exposure levels. So, what does each media tier include?

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Tier 1

National news, consumer, and business outlets with audiences of more than 20 million
National radio or broadcast shows with audiences of at least 1 million
Podcasts with a Listen Score of 90 to 100

Tier 2

National news and consumer and business outlets with audiences of 10 to 20 million
National radio or broadcast shows with audiences under 1 million
Industry-specific news media outlets with audiences of more than 150,000
Podcasts with Listen Scores of 75 to 89

Tier 3

National news, consumer, and business outlets with audiences of 3 to 10 million
Local news media outlets in designated market areas 1 to 10
Industry trade media with audiences of 75K to 150K
Podcasts with Listen Scores of 50 to 74

Tier 4

National business and consumer outlets with audiences of 300K to 3 million
Local broadcast, newspaper, and radio outlets in DMA markets 11 to 75
Industry trade media with audiences of 20K to 75K
Podcasts with Listen Scores of 25 to 49

Tier 5

National news outlets with audiences of fewer than 300K
Industry trade media with audiences under 20K
Local newsletter, newspaper, magazine, radio, and broadcast outlets in DMA markets below 75
Podcasts with Listen Scores of up to 24

While earning coverage in top-tier news media outlets may be your initial aspiration, it may not be where your company would see the most benefit.

Many find that local audiences of outlets in other tiers engage more with their company and services. Use these tiers to your advantage to gain quality media coverage while building relationships with media contacts.

For more insight, be sure to read Axia Public Relations’ e-book, "Learn Media Relations from the Media,” for insider tips on best practices for earning media coverage.

Clients love Marjorie’s work ethic, speed, and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.