JC / Railbird

Know Your Bloggers

At the NTRA marketing summit last September, I was asked by one industry executive how racetracks should deal with racing bloggers. I replied vaguely along the lines of, “Get to know the bloggers covering your circuit.”

While reading reactions to the failed SXSW panel “New Think for Old Publishers” this morning, I came across this advice to the publishing industry, which struck me as a similar, but more articulate response to the question:

Aside three: Might as well address the blogger question. It’s quite simple. Find the bloggers big and small in your various genres, develop a relationship with them, understand their tastes, like, dislikes, deadlines, lead time, preferred method of communication, preferred formats for books [remember, they are publishers too and have many of the same issues you have]. Treat the bloggers with respect — you need them more than they need you. And note, the publishers who are already doing this well are leaps and bounds ahead of you.

A few adjustments and the prescription works for racing: Find the bloggers big and small covering your racetrack(s) or events; develop relationships with them; understand the stories and angles that appeal to them, their publishing schedules, and their preferred forms of communication. Add them to your mailing list for press releases and reply to their questions as you would inquiries from other media sources. Treat bloggers with respect.

Hm … that is quite simple.



I did mention before that it seems people outside the business of racing do contact me (us) as a blogger – the TV show Jockey’s, the Chelt festival from Betfair’s social networking firm etc. But rarely do I hear anything from the racetracks themselves.

Posted by PTP on March 17, 2009 @ 4:43 pm

Racetracks and organizations such as the Breeders’ Cup are getting better about reaching out to bloggers and fans. (Consider how much has changed just over the last six months.) But dealing with bloggers (and the related issue of credentialing) remains a question for many, and will be for a while …

Posted by Jessica on March 17, 2009 @ 8:10 pm

It’s not that surprising that racino tracks, especially, have no idea what to do about bloggers. It appears many of them don’t even know what to do about their own sites. In the one place where they can truly place free “advertising,” the racinos fumble the ball, focusing on short-term gains with current customers without acknowledging the possibility of new fans. Is it any wonder that they have no clue on what to do about bloggers?

Posted by QQ on March 17, 2009 @ 10:49 pm