What is a Media Type?

Media type refers to the broader category of outlet and often depicts the medium of the outlet as well. Specifying media type through the media type search filter can help you find more relevant journalists and articles. The media type of an outlet is determined by Muck Rack's research team.

Note: Scopes are separate descriptor and ultimately describe the audience the publication targets.


Click on a media type below to be brought to it's definition:

Blog

Broadcaster

Corporate Newsroom

Financial/Market News

Journal

Magazine

Media Company

Newsletter (Digital)

Newsletter (Print)

Newspaper

Newswire/News Agency

Non-profit

Online/Digital

OTT/Streaming

Picture Agency

Podcast

Podcast Network

Press release/News Aggregator

Radio

Radio Program

Research Company/Group

Television

Television Program


Blog

A regularly updated, online publication typically run by an individual or a small group. Blogs tend to have shorter posts listed in reverse chronological order and a more informal writing style. They are often self-identified as blogs or “online magazines”.


Broadcaster

An organization responsible for both TV and Radio operations in a country, usually at the national level.


Corporate Newsroom

This is a section on an organization’s website that is dedicated to news specifically about events, awards, updates, and/or any news pertaining to the company.


Financial/Market News

Any outlet that posts a large amount of small news items dedicated to individual stocks and market news. Many times they are automated or written by AI and typically are of “lower quality”.


Journal

A publication dedicated to a specific subject, professional trade or industry. They are usually peer reviewed and cover highly technical topics.


Magazine

Publication containing articles and photographs/illustrations that typically cover a specific subject or area of interest and/or target a specific audience.


Media Company

A larger parent organization that owns and/or operates a network of broadcasters, television stations, or other print and digital publications.


Newsletter (Digital)

A publication written towards a specific group, usually about a specific topic, industry, or subject. Newsletters often have a set frequency that they are sent out by; it can be daily, weekly, biweekly, or monthly. The digital part means that this publication is distributed in an online format, typically by email.


Newsletter (Print)

A publication written towards a specific group, usually about a specific topic, industry, or subject. Newsletters often have a set frequency that they are sent out by; it can be daily, weekly, biweekly, or monthly. If the newsletter is printed it means a physical printed copy is sent to subscribers.


Newspaper

A print publication typically issued daily or weekly that contains news, featured articles, op-eds, advertisements, and other correspondence.


Newswire/News Agency

Organizations that provide up-to-the-minute news stories, financial market updates, press releases, and other information. These are typically subscription based and sell their content to other news outlets to publish.


Non-profit

A non-profit is a group organized for a purpose other than generating profit where no part of the organization’s income is distributed to its members. If we list a non-profit on Muck Rack it should have some sort of journalism arm, blog, or place where articles and information are being disseminated.


Online/Digital

We use this type to refer to any outlet publishing on the internet or in a digital space. Different from a blog or a digital newsletters, these outlets are like online newspapers meaning content is being published regularly and they have an editorial staff.


OTT/Streaming

OTT, “Over-the-top”, describes broadcast content watched online or via streaming services rather than cable or satellite.


Picture Agency

Picture or photo agencies provide a service for photographers looking to sell photos and businesses and/or professionals looking to purchase and use photographs for their content. Photos may be used for advertising or marketing, graphic design, for print and online publications, or for corporate use like in-house design and communication within a company.


Podcast

A podcast is an audio or video file recording, typically led by the host(s) whose purpose is to speak on a particular theme or subject. Podcasts are usually available in a series format, with new episodes available at a set frequency (i.e. daily, weekly, etc).


Podcast Network

A podcast network is a collection of different podcast shows that are produced and distributed under one media company.


Press release/News Aggregator

Any outlet that does not appear to publish its own content but strictly links back to articles on other websites or simply publishes press releases. This can also describe content farms that essentially steal content and typically are of “lower quality”.


Radio

An organization that primarily disseminates audio content via traditional airwaves. This refers to an entire station or network as a whole, rather than specific programs or content.


Radio Program

A specific program that airs with some regularity on a radio outlet. They may be unique to one station or syndicated, meaning they air on many stations or networks.


Research Company/Group

A research company is an organization that offers research and consulting services to people seeking data on a particular subject or industry. This is also used


Television

An organization that primarily disseminates video content via traditional airwaves. This refers to an entire station or network as a whole, rather than specific programs or content.


Television Program

A specific program that airs with some regularity on a television outlet. They may be unique to one station or syndicated, meaning they air on many stations or networks.

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