Back in the day, when Oprah was still huge on network television, I used to do a little private experiment on discovery calls.
I would silently time how long it took a potential client to ask about getting on Oprah.
And honestly, I understood.
Oprah had enormous power. There was nothing quite like her. She could move books, shape conversations, introduce authors to millions of people, and turn an unknown expert into someone everyone suddenly wanted to know.
And boy, did she sell books.
So yes, I understood the dream.
But then I would ask a simple question.
“Do you watch the show?”
And often, the answer was no.
If the person had written a book on business leadership, executive strategy, organizational culture, finance, or some other highly specific professional topic, I usually already knew the answer before I asked.
They didn’t watch the show.
They wanted Oprah because, well, Oprah was Oprah.
They wanted the visibility, the credibility, the prestige, the magic, and the big sparkling media moment.
And again, I understood. Believe me, I understood.
Top-tier media can be extraordinary. I love what it can do for authors when the fit is right.
But here is the lesson that has only become more important over the years.
When an author and expert lands top-tier media, there is always a backstory.
That backstory often includes smaller interviews, regional media, trade publications, industry podcasts, association newsletters, specialty shows, local television, radio, and other targeted opportunities.
Proof that the message is clear, the topic has relevance, the author can handle an interview, and there is interest.
Because top-tier media does not have to take a chance on anyone, they look for signals that someone is ready, and that is where the secondary and tertiary tiers become so valuable.
They are not throwaway opportunities. Not at all.
They are where you sharpen your message, learn what lands, gather clips, build confidence, and show producers, editors, and hosts that you can deliver.
And sometimes, those tiers are powerful for another reason.
Because they are specific, niche, and trusted, everyone watching, reading, or listening is there because they are interested in that specific topic.
That cannot always be said about top-tier media.
A major national outlet may give you reach, and reach can be wonderful. But a targeted trade publication, industry podcast, association newsletter, or specialty show may give you something just as valuable.
Relevance with your audience.
And relevance is what makes people lean in.
Media Darling Moment: Big media is powerful. The right media is powerful for a reason.
This does not mean authors should stop wanting top-tier media.
Not at all.
Top-tier media can open doors, impress publishers, attract partners, and become a beautiful trust marker for years to come.
But for many authors, the path to those opportunities often runs through the other tiers first.
And sometimes, those other tiers are not stepping stones at all.
Sometimes they are the strategy.
So the question is not, “How do I get the biggest media possible?”
The better question is, “Where is my audience already paying attention?”
That answer may surprise you, but it also gives you a roadmap.
And it may be much more powerful than you think.
To your success,
Joanne
P.S. You’re on your way to making it to The Big Time!
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