Press Underperforms Paid Ads

Moiz Ali shares his experience with press coverage versus paid advertising at Native Deodorant, revealing surprising insights about the actual ROI of media attention versus traditional paid advertising.

• Press Coverage Reality:

  • Got featured in major publications (Good Morning America, Today Show, Vogue, Refinery29)
  • Coverage came from accidentally launching rose deodorant on first day of summer
  • 30-50 publications covered them in 24 hours
  • Total revenue from all press coverage: $25,000
  • Facebook ads on same day: $50,000 in revenue

• Press Strategy Insights:

  • Traditional cold emailing reporters doesn't work effectively
  • Success requires creating compelling angles for publications
  • Publications are motivated by:
    • Ad revenue
    • Page views
    • Having a good story angle

• Contextual Relevance Matters:

  • Timing can create natural press opportunities
  • Being relevant to as many people as possible increases pickup chances
  • Example: First day of summer timing worked because everyone could relate

• Press Coverage Value:

  • More about exposure than direct sales
  • Serves both parties (brand and publication)
  • Publications often plug into affiliate platforms for revenue
  • Creates credibility but may not drive significant direct revenue