The Winery Web Site Report identifies four categories of site visitor: buyers, browsers, the trade, and the media. Our evaluation shows that most sites do a poor job of serving the needs of the media, people who want to tell stories about your wine.
If you're interested in seeing how journalists are using Web sites to research stories, this white paper from Vocus, entitled Bridging the Great Divide Online, provides "insight into how reporters use, and yes, even rely on your Web site." It summarizes their 2004 survey of approximately 1,000 journalists.
The number-one pet peeve? "No phone number or contact information listed for PR." And they want a specific person, not just a generic contact. This is also something we evaluated in The Winery Web Site Report, so it's nice to see validation of our rating system.
There's a lot more great information in this 18-page white paper. You'll have to provide some contact information to Vocus in return for a link to the report via e-mail, but I think it's worth your while if you believe, as we do, that the media are important visitors to your winery Web site.