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Inside a 41,000-Contact Media Database: Editors and Reporters Each Make Up a Third of Working Newsrooms

Editors make up 31.8%, reporters 31.5%, and broadcast producers 23.5% of the 41,373 verified U.S. media contacts across 3,119 outlets, representing distinct newsroom roles with different pitching responses.
Despite 73% of media contacts having direct phone numbers, phone outreach is rare in public relations practice, highlighting a gap between available contact methods and outreach approaches.
Broadcast producers, accounting for nearly a quarter of the database, are the most overlooked contacts even though they control local and national broadcast coverage decisions.
Effective pitch strategies should be tailored by role: exclusives and data to reporters, section-level ideas to editors, and phone-first outreach with strong visuals to producers.

Insights by Ground AI