How Baden Bower Turned Publicity Into a Product Startups Can Actually Buy
Publicity used to be a relationship you rented. Productising it changed who can buy their way into the conversation, and the AI-search shift raised the stakes.
Here is the math that kills most startup PR before it starts. A retainer with a US agency runs $3,500 to $10,000 a month for early-stage companies, per AMW's 2026 pricing data, and the contract guarantees effort, not articles. Meanwhile the people you are pitching are disappearing: PR practitioners now outnumber US journalists roughly six to one, by O'Dwyer's analysis of Bureau of Labor Statistics data, and the BLS projects reporter jobs to keep shrinking through 2034. More pitchers, fewer catchers, no guaranteed outcome. For a founder watching runway, that is not a marketing channel, it is a donation.
Baden Bower's answer was to stop selling the process and sell the artifact. The agency, founded in 2018, prices editorial placement in named publications...
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