Filed at 7:01 a.m. · From the desk

A quiet game is being
played for your industry's attention.

You will never see it on a media plan or a Gantt chart. It happens in inboxes, before nine, between operators who know which reporter cares about which story. Most companies do not know they are losing it.

See how it works Or read the field manual

Thirty minutes. No deck. No pitch. No charge.

★ As placed and earned in ★

Forbes THE WALL STREET JOURNAL Inc. Fast Company TECHCRUNCH

§ 01 · The first truth

Attention is rented.
Authority is earned.

There are two ways to enter a room. You can shout, and be heard for a moment. Or you can be the one the others turn to look at, and be remembered for a lifetime. The first way is expensive and forgettable. The second way is harder, and it lasts.

This is the difference between noise and name

The brands you envy did not buy their place in your mind. They earned it — one editor, one story, one un-ignorable angle at a time. They understood what most never will: the world does not remember the loudest. It remembers the one it could not look away from.

That moment of attention has a time. It is 7:01am — the minute after the alarm, when a hundred million people pick up the phone and decide, again, what matters today. The office is named for that minute. We work backward from it.

§ 02 · The ledger

A recent placement.

Placements earned

In sixty days

Tier 1 outlets

WSJ, Forbes, Inc., others

Un-ignorable angle

Found in the second call

In the spring of 2026, we ran a campaign for a higher-education company most reporters had never heard of. The founder had been pitching the same press list for eighteen months with no answer. We spent the first two weeks finding the angle no one had noticed — a federal data point that put his company on the right side of a national story.

Sixty days later, his name appeared in the Wall Street Journal, Forbes, and Inc. He fielded inbound from three buyers he had been chasing for a year, and closed the largest contract in the company's history before the campaign ended.

★ Client confidential. The numbers are not. ★

And so the office adopted, on the morning it opened, two articles —

§ 03 · The method

Two things. Done without compromise.

We do not ship deliverables. We do not run campaigns. We build the conditions under which a business becomes impossible to ignore. The method is small enough to fit on a single page, and it has not changed since the office opened.

★ Tenets of the office ★

The Two Articles of Earned Authority

Adopted at sunrise. Held in perpetuity.

Art. i

Find the un-ignorable angle.

Inside every business there is one true sentence — one fact, one fight, one figure — that an editor cannot refuse and a competitor cannot copy. It is almost never the thing you would put in the deck. We sit with you until we find it, and then we sharpen it until it cuts.

Art. ii

Place it where it cannot be denied.

An idea on a napkin is still a napkin. We do the unglamorous work — the research, the pitch, the follow-up, the proof — until the right reporter at the right outlet runs the right story. Then we do it again. And again. Until your name is the answer to the question.

— 701am, est. at sunrise

Office of Earned Media

7:01

A note from the office

There are perhaps fifty agencies in the world that promise earned media. We are not the largest. We may not be the cheapest. We are the one that will sit with you for an hour and find the angle no one else will, and then prove we can place it. If that is what you are looking for, the sunrise call is free.

— David at 7:01

§ 04 · The tools

Three tools.
Built behind the masthead.

Three tools we built because the work demanded them. Each is free. Each does one thing well. Pick the one that fits the morning you are in.

7:01

Tool I · Newest

Predict the coverage.

Kraken — the Newsroom Prediction Engine. Drop a dataset, organization, or trend. 50 framings through 5 lenses, clustered into 10 attractors, ranked by editorial success.

i. Six-section predictive report
ii. Stories · pitches · headlines
iii. ~25 seconds · free

Release the Kraken

★ No signup. Yours to keep.

ii.

Tool II · The workshop

Build a Data Story.

A guided 3-minute workshop. Five questions about your business, two public datasets, one headline you did not have yesterday.

i. Strategy memo on screen
ii. Pitch · reporters · roadmap
iii. Print-friendly

Open the workshop

★ Free. No signup.

iii.

Tool III · For your AI

Arm your AI agent.

Twenty-eight earned-media skills your AI agent can read. Pitch craft, journalist research, the humanizer. Plain markdown. MIT licensed.

i. 28 skills, 1 rule
ii. MIT, open source
iii. Claude Code or Cowork

Clone the repo

★ Cloned by anyone. Stolen by no one.

View the full tool gallery

§ — In their words

What people say about David.

Recommendations from the people who have worked alongside David — colleagues, editors, and founders. Real names, real titles, words unchanged.

David is one of the brightest minds I know out there on the web, and I've worked with many. Work with him whenever you can!

— Brian Wallace

Founder, NowSourcing – Infographic Expert | Featured: NYT, Forbes, Mashable

David's expertise in SEO is incredible. He has the ability to jump between SEO strategies and tactics to drive substantial growth while managing and leading high performance teams. He's an impactful (and essential) person to have on your growth team!

— Meredith Kokos

AI-Driven SVP of Growth | Scaling PE & VC-Backed B2C/DTC & B2B Companies

I have never learned so much from someone I worked with. He was always an inspiration to me. He's the hardest worker I have ever met. No idea how he finds the time to accomplish all he does in a day. Couldn't have more respect for him.

— Sara Routhier

Senior Director of Content at Quote.com

§ 05 · From the morning record