Who is your client, and what are its media goals?
 
Marc Ferris: My client is Yamaha Corp. of America, where I handle PR for their guitars, drums, keyboards, rock & roll instruments, and sound reinforcement products. Part of our role is working with Yamaha to increase traffic and sell-through at local music stores that sell the company's instruments.

What made the Memphis Commercial Appeal such a good hit, and how did you pitch the editor?
Ferris: ...