When Outside magazine raves about a new hiking boot, how do you suppose it got on the editors’ radars? Chances are, the manufacturer reached out and put it there. It works the same way with magazines in the natural products space. You want those editors to mention your innovative new ingredient in print, because these publications aren’t Playboy—people actually do read the articles. And these readers are looking for ingredients just like yours. Dean Mosca, president of Proprietary Nutritionals, explains how to navigate the media to get your product exposed.