One tip that has always worked for me is to reach out to the advertising department as well. If you are truly interested in reaching the audience, advertising is one way to do that.

I’ve been able to successfully reach editors via advertising account executives. In one case, I was able to get my client on the cover of a targeted printed magazine (in addition to web) by contacting the sales person.

I am not talking about paying for editorial coverage, but building multiple inroads to the decision maker helps.