Each publication has several publicity targets

The more specifically you can target your efforts at publicity, the more successful you will be. Each magazine, newsletter, newspaper, radio station, or tv station isn't one target, it's a dozen or more specific targets. There are news sections, profile sections, feature article sections, lifestyle sections, consumer affairs sections, travel sections, and many others. If you simply send a press release to a magazine's editor, it could well be lost before it gets to the department most likely to be interested in it. But if you focus your publicity pitch on a particular section (or show segment) and send it to the editor or producer for that section or segment, you'll stand a much better chance of getting your story out.