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The Amtower Report

The Amtower Report

Volume 7, #6, August 21, 2008

(The Amtower Report is an e-journal on the Business-to-Government market featuring the opinions of Mark Amtower, and occasionally reader comments. This newsletter is only sent to those who request it. Sign up for your free subscription at and if you like this newsletter, please pass it along to your colleagues. To unsubscribe, see directions below. The newsletter is posted each Monday at, and the latest “Off-Center Observations” is on the home page. All back issues are available at

In this issue:
Amtower Off-Center Observations
The Good, The Bad and the Ugly: PR - The Amtower Way
Events Worth Attending
Amtower on the Radio- WFED


Item: Editor in chief Chris Dorobek leaving FCW? The headline at MediaBistro read: Dorobek is Gone...Is Federal Computer Week Dying? It is true, and somewhat unexpected. Will this hurt the publication? Well, first, it cannot help it, but it comes shortly after managing editor Florence Olsen left. MediaBistro reported that John Monroe, acting editor, will be entering a theological seminary in January. At my seminar on Aug 12, I said all the government trade publications were looking anemic, but that we need them and the accompanying web sites. How parent company 1105 deals with this will be interesting. The media landscape continues to change.

Item: In my July 21 newsletter, I mentioned the book club plan Chris Dorobek announced two months ago in his FCW blog, . I would hate to see this idea go unused, so please encourage him to keep it alive, wherever he ends up. I certainly will.

Item: If you missed the Aug 12 version of Government Marketing Best Practices – we recorded it and the CD and workbook will be available soon. Go to  to place your order.

Item: And while I am discussing 1105, I also asked (at my seminar) if big trade shows were dead. In a move to stem the apparent flow of exhibitors, 1105 announced the co-habitation of FOSE and GovSec. I have suggested on my radio show that this was the only way to prolong the life of either event, but it still begs the question of whether or not the day of the mega-event is behind us. Send me your thoughts.

Not that I have an opinion.


Are you tired of asking yourself why some people get press and others, especially you, do not? Several years back I got tired of reading OPQ – other peoples quotes. Today I am perhaps the most quoted person in the country on doing business with the government.

Getting press coverage gives a person or company credibility that advertising cannot buy. Being cited in the story gives you an expert status. Being quoted in various media gave me credibility and exposure I could not buy – or afford - with advertising.

If you read the government trade press, you have probably seen me quoted. Some of you have probably noticed me quoted in places other than traditional government trade press. In the first 90 days of 2008 I did 10 radio interviews (not my own show), five speeches (three of which were paid), 11 print interviews (including Selling Power, NY Sun, Investors Business Daily, Christian Science Monitor, New Jersey Star Ledger, Chicago Tribune, Winning Bids, Maryland Daily Record, and Washington Technology), and garnered countless web references.  See:

I have not tabulated the second 90 days of 2008 yet, but it includes Entrepreneur magazine (fourth time), FCW, Federal Times, VAR Business, BtoB magazine and several others.

I work hard at getting press coverage, and it pays dividends in many ways. Over the years I have had many successes – and many flops – when it comes to dealing with all manner of media. I have accumulated my lessons into a series of CDs with a workbook which will go on sale in early September. I will also be offering a series of teleseminars to go with it.

If you are interested in finding out how I get this kind of press, or if you want to simply find out how to get more coverage in your niche, you need this program.

Does this replace a PR Agency? No. If you are big enough to need a PR agency, hire a good one. Call me and I will recommend several. But UNTIL that time, you still need press coverage – and there is no better program out there.

You have doubts about what this can do for you? Go to the web site and listen to the first CD for free.


Beware of the SCHLOCK EVENT PRODUCERS, producing minimal value events that eat your money with no significant return! The events listed below are among those I think are worth your time, money and effort. Just because an event is not listed below does not imply it is not worth attending. If you want my opinion on a specific event or producer, call me. This topic is addressed more thoroughly in the members section at

October 2, Measuring Buzz,
11:30 AM – 1:30 PM, $50, includes lunch. Tower Club, Vienna, VA

October 28-29, FIAC,
Ronald Reagan Center, Washington, DC.

March 10-12, 2009, FOSE,

March 10-11, 2009, GovSec


Upcoming shows feature a small business show with Harry Ponack (Matthew Moving Company) and Martin Saenz (Signs by Saenz) on August 8 and a return visit in the near future for speaking expert and coach Larry Tracy.

Amtower Off-Center airs Friday at 2:00 PM on WFED 1050 AM in Washington, DC and is simulcast and archived on Tune in to the only show for the government contracting community! The archives now have over 40 shows covering a variety a topics, many of which you will find events for out there that will charge you money. I have many of the most knowledgeable people in the market on my show and it is FREE! Check out the Audio Archives at .

As always, your comments, questions and suggestions are welcome.

Mark Amtower

The Amtower Report is published by Amtower & Company, and is written for companies targeting the government marketplace. The opinions expressed are those of Mark Amtower unless otherwise noted. Contact us at Amtower & Company, PO Box 314, Highland, MD 20777-0314 (301-924-0058). This material is copyrighted and may not be duplicated, reprinted or otherwise replicated without written permission of the publisher. Email subscriptions are free by request: sign up at

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