At some point in almost every campaign, a client asks a version of the same question:
“Can we just focus on the big publications?”
It is a reasonable instinct. Tier 1 outlets have the reach, the brand recognition, and the kind of logo that looks impressive in a board deck. Nobody ever got fired for pitching Forbes or TechCrunch.
But that instinct misses something important about how media actually works — and understanding the gap is what separates a PR strategy that builds awareness from one that actually moves product.
The Audience Alignment Problem
Large general-interest publications attract large, general audiences. That is their entire value proposition. But for most B2B and niche consumer brands, only a small fraction of that audience matches the actual buyer profile.
A major title might deliver millions of monthly visitors. If 1-2% of those readers are in-market for what your client makes, the effective reach — the number of relevant eyes on that placement — is far smaller than the masthead implies.
Now consider a focused trade publication, an enthusiast blog, or a vertical newsletter. Traffic numbers are smaller. But their entire readership showed up because they care about exactly the category your client operates in. Audience alignment is not 1-2% — it is 80-90% or higher.
The funnel math often ends up surprisingly close. But the niche reader is not passively scrolling past a headline. They are researching, comparing, and ready to act.
The Numbers Side by Side
Outlet Type
Monthly Visits
Audience Alignment
Effective Relevant Reach
Major general-interest title
4,700,000
1-2%
47,000 – 94,000
Mid-tier category outlet
700,000
60-70%
420,000 – 490,000
Niche enthusiast outlet
80,000
85-90%
68,000 – 72,000
Traffic estimates based on Similarweb data (2024). Audience alignment is illustrative based on editorial focus and audience composition.
The niche outlet in that table has 60 times less traffic than the major title — and nearly the same number of relevant readers. The difference is that one audience is casually browsing, and the other is actively in-market.
A Tiered Strategy Does Both
The answer is not to abandon Tier 1 placements. It is to stop treating them as the whole strategy. The strongest campaigns layer reach and relevance intentionally:
Tier 1 — Brand Awareness
Major publications and top-tier trade titles. High reach, broad audience. Establishes credibility and gets the brand on the map.
Tier 2 — Consideration
Category-specific outlets and vertical media. Mid-funnel audiences actively researching solutions in your client’s space.
Tier 3 — Purchase Intent
Niche publications, enthusiast blogs, and trusted industry newsletters. Smaller but laser-targeted. Highest conversion potential.
Tier 1 gets your client known. Tier 3 gets them bought. Both have a job to do, and neither works as well without the other.
How to Present This to Your Client
When this conversation comes up — and it will — frame it as a layered strategy, not a trade-off. Something like: “We are targeting a mix of high-reach outlets for brand awareness and high-relevance outlets for purchase intent. The niche placements are where we expect to see the most direct response.”
That framing works because it does not ask the client to give up the logo they want. It positions the niche placements as the conversion layer of a smart, intentional campaign. Clients respond well to that — because it is true.
Since 2014, New Era has proudly positioned itself as a communications agency, trusted for delivering high-impact public relations and media results for tech-forward brands. But over the years, something bigger happened. Our team evolved. Our work expanded. And our clients began turning to us for far more than just press coverage.
We’ve helped brands launch, scale, and redefine themselves across every touchpoint—from PR and social media to brand design, influencer campaigns, content strategy, video production, websites, events, affiliate programs, and more. Today, New Era is a full-stack marketing agency – and it’s time our brand told that story too.
That’s why we’re excited to unveil our new identity: We Are // New Era, and We Are // So much more than communications.
The “We Are //” campaign reflects the multidimensional nature of who we are and what we do. We Are // No longer just PR strategists; We Are // Brand builders, creators, connectors, and digital marketers. We Are // Smart. We Are // Experienced. We Are // Collaborative. We Are // Fearless in execution. We Are // Creative Problem Solvers. We Are // Strategic Thinkers. We Are // Growth-minded. We Are // Wired for what’s next.
A New Website, A New Home
To mark this evolution, we’ve also launched a brand-new website at www.wearenewera.com. This new site reflects our full-stack capabilities and bold, modern approach to marketing. It’s designed to be a resource for current and future clients, and a destination that reflects the energy, talent, and momentum of our team.
What This Means for Our Clients
This isn’t just a rebrand, it’s a clear signal of how we operate today. We’re a strategic marketing partner capable of delivering across the full lifecycle of a brand or product. Whether you need PR support for a launch, a digital campaign that drives performance, a creative team that delivers scroll-stopping content, or a complete go-to-market strategy – we’ve got you covered!
We Are // Just Getting Started
The “We Are //” campaign is more than a tagline, it’s a declaration of our values, our team, and the bold work we’re proud to bring to life every day. We’re honored to be part of our clients’ biggest moments, and we’re just getting started.
Allow me to reintroduce ourselves – We Are // New Era!
MSI is rewriting the rules for electric vehicle charging. The all-new EV Life and EV Life Plus chargers, part of the EVSE product line, mark a bold leap forward, delivering enterprise-grade engineering and intelligence at a price point that will force competitors to take notice.
The EV Series gives customers flexibility, offering options for hardwired installations or simple plug-and-play installations to a NEMA 14-50 outlet, making them easy to install in new builds or retrofit into existing garages, driveways, and business locations. With up to 14.4 kW (60A) of charging power, dual compatibility for Type 1 (SAE J1772) and Tesla’s NACS, and the ability to operate in -40°F to 131°F, these chargers are designed for every EV, every climate, every driveway, and every fleet. Ruggedized to IP55/IP67 water and dust resistance with IK08 impact protection, MSI’s EV chargers are engineered to thrive where others fail.
Smart charging, simplified
The EV Life model offers intuitive app-based control with the MSI aConnect app, enabling scheduling, current adjustment, history tracking, and updates from anywhere. The EV Life Plus raises the bar with RFID authentication, Wi-Fi and Ethernet connectivity, and OCPP 1.6J support, bringing commercial-ready intelligence into the home market for the first time.
“The EV market doesn’t need more of the same. It needs smarter, more resilient solutions at price points that accelerate adoption. With our EV chargers, MSI is proving that drivers no longer have to choose between quality and affordability. We see this as the first step in redefining what people should expect from charging infrastructure,” said Engin Yoruk, North America Product Manager of EVSE at MSI.
Value that changes the game
With prices starting at $449 and a five-year warranty (registration required), the EV series crushes industry norms, delivering more power, broader compatibility, and stronger protections at hundreds less than the competition.
The MSI EV Life and EV Life Plus are available now through Amazon and the MSI Store.
The Latest Bolt NFC Update Unlocks Broad NFC Access While Ensuring a More Ubiquitous User Experience Across Platforms
ULTRALOQ, a best-selling smart lock brand under Xthings, today announced a major update to its Bolt NFC smart lock that brings seamless NFC tap-to-unlock functionality for the vast majority of Android smartphone users. This update dramatically expands the lock’s convenient user experience to nearly all smartphone users, and strengthens its position as the most platform-inclusive smart lock available.
While the Bolt NFC was celebrated at launch for its native Apple Home Key support, this update now delivers an equally effortless experience for Android users. The enhanced feature allows users to simply tap their NFC-enabled Android device to the lock, even when the phone’s screen is off or locke – for instant, key-free entry. This universal functionality stands in stark contrast to many competing NFC locks that are restricted to Apple Home Key or proprietary accessories.
Key Enhancement Details:
Universal Android NFC Compatibility: The Bolt NFC now supports tap-to-unlock on an estimated 99% of NFC-enabled Android smartphones on the market.
True Tap-to-Unlock Convenience: Unlocking requires no app to be open, no screen to be activated, and no special mode to be enabled—just a simple tap. This “works out of the pocket” experience is now available for both iPhone (via Apple Home Key) and Android users.
Comprehensive Access Ecosystem: The Bolt NFC is the only smart lock that supports such a wide array of tap-based entry methods, including:
Apple Home Key (iPhone & Apple Watch)
Android NFC smartphones
NFC/RFID cards
NFC/RFID tags
ULTRALOQ key fobs
“This update is a major step in our mission to make smart security accessible to everyone, regardless of their phone brand,” said Raj Sundar, Senior Product Director at Xthings. “Where other companies chose to be exclusive, we chose to be inclusive. We’re not just offering Apple Home Key; we’re delivering a truly universal tap-to-unlock standard. Now, every member of the household, whether they use iOS or Android, can enjoy the same supreme convenience and security with a simple tap.”
Competitive Advantage:
The enhancement solidifies the ULTRALOQ Bolt NFC’s unique selling proposition. Unlike other NFC-enabled smart locks that often limit functionality to a single ecosystem (e.g., Apple Home Key only), the Bolt NFC provides a unified and flexible solution for mixed-device households, offering the broadest range of keyless entry options without compromise.
Pricing & Availability
The Bolt NFC – Works With Apple Home Key is available for $199.99 MSRP at ultraloq.com, Amazon, and the new tm:rw flagship store in New York. The new Android NFC functionality is available via a free update to the U home app, released on September 5, 2025.
ULTRALOQ, a best-selling smart lock brand under Xthings, is dedicated to developing innovative and secure smart access solutions. With a focus on blending cutting-edge technology with universal convenience, ULTRALOQ’s products are designed to provide a secure and keyless entry experience for both homes and businesses, making smart security more accessible than ever.
Despite having innovative computer glasses designed to combat the symptoms of computer vision syndrome, the company experienced challenges in maintaining media and consumer engagement. Following two years of minimal press coverage, GUNNAR saw decreased sales and diminished brand visibility. To reverse this trend, GUNNAR collaborated with New Era Communications to revitalize its brand messaging, create massive brand awareness and generate interest for key product launches.
New Era Communications aimed to reintroduce GUNNAR and effectively communicate the benefits of its blue light-blocking technology to media and consumers, increasing both visibility and sales. We also supported GUNNAR in launching new products and partnerships, with their marketing team focusing on showcasing collaborations with major brands, including Amazon Studios, Marvel, Ubisoft, and Blizzard. Notable product partnerships resulting from these initiatives included:
Fallout Vault 33 (March 2024): Launch with Amazon Studios, coinciding with the Fallout TV series.
Groot Marvel Edition (April 2024): Debut of eco-friendly Arbor Collection featuring Marvel’s Groot.
Overall Strategy
To enhance GUNNAR’s profile, New Era Communications implemented a multi-channel strategy engaging press, podcasts, and influencers in technology, optometry, health, pop culture, and gaming. We generated product reviews, news coverage, and widespread excitement for major launches, including Fallout Vault 33 and Groot Marvel Edition, through focused campaigns promoting licensed partnerships.
GUNNAR was reintroduced to the media through 30 early CES 2024 Digital Showcases, highlighting their latest innovations and partnerships. Thought leadership opportunities for CEO Joe Croft reinforced the company’s credibility, with podcast and health publication appearances explaining the science behind GUNNAR’s products.
The Strategy: Fallout Vault 33
Our objective for the launch of Fallout Vault 33 was to build anticipation, drive pre-orders, and secure impactful media coverage leading up to the premiere of the Fallout live-action TV series.
We leveraged Fallout’s devoted fanbase by aligning the launch with fan-favorite elements from the franchise and the anticipation for the upcoming live-action TV Series.
Our media outreach focused on key outlets familiar with GUNNAR, as well as expanding into optometry, lifestyle, and fashion publications to broaden our audience.
Identify the new outlets we targeted and the response given
A strategic pre-launch campaign (March 7 – April 3, 2024) featured early announcements, unboxings, reviews, and influencer previews, successfully building anticipation and fueling demand ahead of the official release.
The Strategy: Groot Marvel Edition
To ensure the Groot Marvel Edition stood out to both the press and consumers, we developed a dual-track media strategy targeting:
Track 1: Gaming, comics, and Marvel-focused
Track 2: Health, optometry, fashion, lifestyle, and design
Each track received customized embargoed pitches ahead of the April 24 launch, crafted to be engaging, personal, and relationship-driven. We infused humor, Marvel-inspired language, and thematic storytelling to resonate with each target. On launch day, we delivered tailored announcements to each vertical, consistently highlighting what set Groot apart:
A design inspired by one of Marvel’s most beloved characters
A sustainability-forward collection made from ethically sourced wood
A brand with deep roots in gaming, pop culture, and eye health
Fallout Vault 33 x Amazon Studios
By aligning our campaign with the excitement for the Fallout TV series, we positioned Fallout Vault 33 as a coveted collectible, resulting in one of GUNNAR’s most successful launches to date.
Immediate Sell-Out – The glasses sold out within days on both Amazon and GUNNAR’s website during pre-orders and at launch.
Sustained Demand – Overwhelming interest prompted GUNNAR to restock and re-release the glasses in August 2024.
Substantial Sales Impact – By August 2024, over 3,600 units were pre-sold, making this one of GUNNAR’s best-selling releases.
New Partnerships – The campaign’s success led to a collaboration with IGN, featuring Fallout Vault 33 in the IGN Store Summer Sale and generating additional exposure.
Groot Marvel Edition x Arbor Collection
With eco-conscious storytelling, beloved IP, and a strategic media approach, we helped make the Groot Marvel Edition one of GUNNAR’s fastest-selling and most discussed collaborations.
Top-tier placements – across gaming, tech, and lifestyle media: Windows Central, XDA Developers, Culturess
Sell-Out Status – Groot Marvel Edition sold out within days on Amazon and GUNNAR.com, becoming the flagship of GUNNAR’s Arbor Collection and sustainability efforts.
Marvel Recognition – The campaign’s impact earned recognition from Marvel’s brand team.
Overall Results
Our campaigns for Gunnar Optiks have secured over 1,300 high-profile media placements, garnered 47 billion UVMs, and generated $437 million in advertising value across leading publications in gaming, entertainment, lifestyle, health, and optometry. These results demonstrate New Era Communications’ ability to deliver measurable, high-impact outcomes through creative strategy and storytelling.
