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:
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”.
Examples: DCist, Hoodline, Droid Life
An organization responsible for both TV and Radio operations in a country, usually at the national level.
Examples: CBS, BBC, Deustche Welle (DW)
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.
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”.
Examples: Benzinga, MarketScreener, InvestorsHub
A publication dedicated to a specific subject, professional trade or industry. They are usually peer reviewed and cover highly technical topics.
Publication containing articles and photographs/illustrations that typically cover a specific subject or area of interest and/or target a specific audience.
Examples: Architectural Digest, Vogue, Food & Wine Magazine
A larger parent organization that owns and/or operates a network of broadcasters, television stations, or other print and digital publications.
Examples: Fox, ITN, Pageant Media
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.
Examples: Daily Dispatch, Bankless, The Hertel Report
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.
Examples: The Medical Letter, Giftbeat, Agenda
A print publication typically issued daily or weekly that contains news, featured articles, op-eds, advertisements, and other correspondence.
Examples: The New York Times, Chicago Sun-Times, Windsor Star
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.
Examples: Associated Press, Reuters, Bloomberg
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.
Examples: Investigative Reporters and Editors, NASFAA, Africa Check
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.
Examples: Health, Recode, Epicurious
OTT, “Over-the-top”, describes broadcast content watched online or via streaming services rather than cable or satellite.
Examples: Peacock, Fox Weather, MasterClass
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.
Examples: Getty Images, WireImage, European Pressphoto Agency
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).
Examples: The Daily (NY Times), Book Fight, How Did This Get Made?
A podcast network is a collection of different podcast shows that are produced and distributed under one media company.
Examples: Gimlet Media, Earwolf, Libsyn
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”.
Examples: PR Newswire, RealClearPolitics, NewsBreak
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.
Examples: NPR, WBEX-FM, ABC Radio National
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.
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
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.
Examples: CBS News, WMTV-TV (Madison, WI), WGCL-TV (Atlanta, GA)
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.
Examples: The Tonight Show, PBS NewsHour, Rick Steves’ Europe