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Three Questions: Martin LaMonica of MIT Technology Review

Prior to helping start the Cleantech Practice at Schwartz MSL, my technology PR career kicked off in the late 90s with a focus business-to-business software and infrastructure companies like MapInfo, webMethods and IONA. My days were spent talking about the evolution of web services and standards like XML, UDDI, .Net, Java and others, and how they impacted the development of ecommerce, business process automation and supply-chain integration.

If ever there was a journalist that I felt followed a similar path as me to eventually "covering" renewable energy, energy efficiency and green IT companies–albeit on the editorial side–it was Martin LaMonica. Martin is a veteran journalist of more than 20 years, having spent a good chunk of time covering enterprise technology for IDG (InfoWorld, etc) and then CNET, before managing the Green blog at CNET. Recently, he joined MIT Technology Review as an outside contributor to cover clean technologies for the publication which is famous for writing about cutting-edge innovation before it becomes mainstream.

Martin was kind enough to take a few minutes out of his new gig to answer three questions related to his role at the publication.

Schwartz MSL: What is your new assignment with MIT Technology Review? What types of topics will you be covering?

LaMonica: The new gig at MIT Tech Review is a blog on energy. The focus is clean technologies (rather than the traditional oil & gas and power industry) so it covers a lot of ground in terms of topics and companies–both startups and established energy and materials companies. With my background in covering the IT industry, I’m always looking for crossover between the high-tech industry and energy/environment. 

Schwartz MSL: What do you think makes a good MIT Technology Review story? What sources do you like to speak with beyond inventors or corporate executives?

LaMonica: Tech Review does a great job of identifying interesting companies before they get a lot of attention and identifying important trends. Broadly speaking, that’s what I’m looking for. Investors and academics who have evaluated a company’s technology are important sources.

Schwartz MSL: Are you focused more on news or features? What’s the best way for marketers and PR professionals to submit post and article ideas? 

LaMonica: The blog mainly covers news, but I plan to do more feature/trend stories for the site as well. I plan to freelance for other media outlets as well. Email’s a good way to get in touch. I’m usually pretty active on Twitter and always check story comments.


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Jason Morris

Jason Morris

Executive Vice President at MSLGROUP

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