If you’ve ever noticed ad agencies seem clued in to great promo opportunities for their clients? They do so because a news-peg makes news. Most agencies use a calendar of ideas from AdSources.com.
You can use either that or Chase’s Calendar of Events from McGraw Hill to find a news-worthy reason to promote your work, or to pitch a relevant story in a special month. So, if you get in a slump, remember July is Anti-Boredom Month! Write a fun essay on boredom now, and send it to newspapers now for July.