This is one of the best resources I've found in a long time and at a really reasonable price. I just discovered MyMediaInfo.com, a great service for people like us who can't afford to hire a PR firm. I did a free online tour with a great guy named Greg. It was refreshing, not a boring scripted tour, more like talking to a friend. In fact, I can honestly say it was fun. So here's the deal: For $500 a year you get access to thousands of editorial calendars. If you don't know what an editorial calendar is, every publication on the planet has one. It's the schedule of every article that magazine (or blog, or website,etc.) is planning for the calendar year. Using this site you can do a search under any topic and then check for upcoming features that apply to what you do. The site will then send you an email alert two weeks before the deadline so you can send a query to the appropriate editor/reporter in hopes of being included in the article.
For example, did you ever wonder how products get listed in those Gift Guides published in every paper and magazine each year for every possible holiday? On My Media Info you can do a search for 'gift guide' and find hundreds of them and where and when to submit your work for inclusion. How cool is that?
If you have a larger budget, for $2000 (and up) a year there are lots more super cool options. They offer a living database of hundreds of thousands of media contacts in North America that is literally updated over 20,000 times per day. You can create a contact list of every editor and contact for every publication you are interested in and search any TV station for contacts, blogs, magazines. It's all there. (If $2000 sounds like a lot, look into hiring a PR firm and think again. Being featured in just one article can easily pay back your investment and more.)
AND you can explore and use the site for free. I got 10 free searches just for doing the tour. Check it out - I strongly suggest you write Greg Perry directly. He was the best tour guide ever. (Please tell him I sent you!) I'm not sure the others go off the script AND unlike most salespeople he discouraged me from paying for services he didn't think I would need. You gotta love that.
Greg's email is: firstname.lastname@example.org
Let me know how you like it!