|Cool stuff, Eric. Keep URLwire coming Sam Meddis, USA Today Online|
Publicizing and attracting links for quality
web content since 1994
quote that describes the URLwire effect...
"We use mainstream wire services, and sometimes we get nice coverage, but we never saw improvement on trusted links obtained. Then we used URLwire and within a month spotted multiple library based web guides had linked to us. The overall impact of that on our organic rankings was stunning. For the right kind of content, your approach and relationships are without peer" Green Industry site, name witheld and available by request
If you were hoping to find my press release service comparison page here, there are now hundreds of them across many subjects, and I maintain my list privately. If you are in the process of trying to determine which press release distribution service is the most appropriate for your press release, I can help you select the most appropriate service. Send email to email@example.com, and I'll reply. There is no charge.
E-mail and Web Based Press Release Services:
Which service is right for your news?
By Eric Ward, October 2002 (NO LONGER UPDATED HERE)
|When you have
company news to share, there are a number of services you can pay to help
get your news to the "right people".
As a writer for Ad Age and ClickZ, and as the Publisher of URLwire, I receive unsolicited press releases every day, and am amazed at how clueless some so-called heavy hitter PR firms still are about sending email press releases. Since I run a niche news service, I have a unique perspective as both sender and recipient of press releases.
Of course, the "right people" I mentioned earlier can mean a lot of different things, and is the crux of the challenge. For any given announcement, there is a specific set of "right people" for that announcement. The service you choose to distribute your news may or may not be the best match for your announcement.
Back when the only choice was PR Newswire or Businesswire, things were easy. But now, a number of services exist that will send press releases via email on your behalf, like Internet Wire (formerly GINA), The Internet news Bureau (INB), eReleases, Xpress Press, as well as my own URLwire. These services are viable adjuncts or even alternatives to services like PR Newswire or BusinessWire. As the industry grows, it becomes harder to know which service you should hire for which types of news. Using the wrong service to send your news isn't fatal, but results in little or no coverage, and irritated editor contacts.
This brings us to the below table. I built this comparison tool to help PR pros and lay persons select the right service for their particular news distribution.
As an example, my URLwire is only appropriate for announcing new Web site content. That's all. It would not be an appropriate service to announce that you hired a new CEO or secured 10M in second round financing. Confused? Read on.
|What single feature sets this service apart from the others?||./ The only service designed just for announcing Web launches to web site reviewers. No other service is better for announcing a web launch||./ The widest distribution, and included in high profile venues like Yahoo News. The absolute best pick if your news is financial in nature.||./ Is a part of Internet.com network of sites getting millions of page views a month. Internet industry news is best delivered by this service.||./ Largest variety of topical subscribers and offers fax and phone services.|
and Web. NOT automated. Each subscriber is a professional site reviewer
and has given an exact interest profile.
News is posted via 4 avenues for every distribution:
1). Sent individually by name to site reviewers and editors who asked for it, via Email
2). News story placed at Web site for news pointer services to use.
3), Web version indexed and distributed via syndication on Moreover, newshub, newsindex, and others.
4). Shorter version announced via topical listservs and/or newsgroups, only where appropriate and allowed
|The same message
is sent automated via Email.
The press release is also placed on Web in one of 12 news "Channels".
Content distributed on Internet Wire is published on hundreds of sites around the Web and syndicated online, real time, on Bloomberg, NewsReal, iSyndicate, Screaming Media, Wavo, Stockpoint and COMTEX News Network. In addition, Internet Wire distributes a targeted, daily email feed of direct company news to media, analysts, business professionals and consumers worldwide every business day. The Company serves more than 2,500 clients around the globe, including more than 300 public relations firms.
sent automated via Email - Also placed on Web at INB site. All recipients
have personally subscribed to the service.
Has the added benefit of being part of the internet.com network of sites, thus they can drive traffic to the online version of all announcements.
mostly via e-mail to targeted editors/producers based on the beat they
cover or show they produce. Faxing is used to supplement and fill in appropriate
markets. Personal letter, phone also available.
Looks to be the most versatile service of all, but if the news you are distributing is about a web site, then not the best value.
|100% opt -in? subscribership?||Yes||Yes||Yes||Yes|
|Best Used For||- Announcing
a new Web launch.
- News that is about the content of a Web site.
- Announcing Web-based resource sites.
For temporary or time sensitive Web sites, this service is perfect. Ideal for campaigns where different releases need to be sent to different recipients based on publication, content, and lead time. Totally customized, non automated.
is a match for any of the 12 news channels found here
Financial news for publicly traded companies, since news will be available on Yahoo Finance.
Not as good
|Used to be
just for Internet related news, but now accepts news that is outside the
Internet industry as well. Often announces Web related news, but not specific
Web sites as much as in the past. Good for sheer numbers.
Not as good
effective with general computing and software news. Also coverage to a
broad range of fields such as general business, and niche markets where
you need to reach daily newspapers and the wire services. An e-mail alternative
to PR Newswire or Business Wire.
Not as good
|Who it Reaches:||People who review web sites for a living, like Sam Meddis at USA Today Hot Sites, Yahoo Picks of the Week, etc. Web news outlets (Newslinx); online news syndicates (Moreover), news bots (Excite News Tracker), Web site reviews newsletter editors. Print publications with a focus on Web content and resources (ZD Yahoo Internet Life, WebBound, .net.||Every major tech industry print, online and broadcast outlet, including all major national dailies. US and International recipients||Print, Online, Newspapers,||Mainstream print editors, radio and television producers, trade publication and the Internet community.|
|Details:||Content of news is matched exactly to editor interest profiles in hundreds of different subject areas, so every campaign is a bit different. Recipients are the people who write about the Web, Web sites, Web news and Web products & events, in print, online, and on T.V. & Radio, all over the World.||One of the original Email news services, Internet Wire is not focused on a particular industry, but does releases across many industries.||INB offers
20 categories or topics
for which they have subscribing journalists.
|Breaking regional or national news is distributed to appropriate wire services. Example recipients include USA Today, C/Net, Wall Street Journal, CNN Interactive, National Public Radio, MS/NBC, PC Magazine, Newsweek, NetUser Magazine -Europe, Washington Post, Sydney Morning Herald.|
|Number and Cost:||100-300, culled
from a proprietary contact list of over 10,000 opt-in contacts built over
6 years online, and also doing a custom topic search for new editors at
the time of the campaign.
COST: Varies ~ $695 - $2000, most campaigns costing ~$895
of top technology editors, reporters and broadcast media.
10,000 editors, reporters and broadcast media.
You can choose additional media lists for $80 each
COST:~ $225, writing $250 (optional)
Also offers Software Wire ($150) - Established in 1998 as a corporate news portal for the software industry.
|Special Features:||A custom search
is done for each campaign for new contacts.
The recipients vary based on the content of the release, thus no editor ever gets news that's outside their coverage areas. Editors are asked for a coverage profile that defines what they cover, and what they want to receive. Industry specific Web editor contacts are always included. Every announcement MUST HAVE a Web site associated with it as the purpose/destination (thus the name URLwire). Every release is sent one-at-a-time, by name, to a qualified recipient whose areas of coverage match exactly with the news being sent. Sender (Eric Ward) always includes a personal note to each and every editor, commenting on and evaluating the news from an industry perspective
out in 24 hours. Offers other services, including Technology News Tips,
described as up-to-date leads on what technology media will be writing/reporting
Also offers "Daily Debuts", a service which announces a set of 5 to 10 new Web sites every day.
out at next available opening. Offers other PR services, including press
release writing, at a fee. All recipients have personally subscribed to
International Translation & Distribution available
Logo & Photo Placement
|A topic specific database search of over 400 subject/industries is conducted prior to each distribution. Experienced writing professionals will craft any story into a provocative release that gets editors interested. Requests for service are evaluated on a case by case basis with the highest criteria based on the content of a web site, application of a product or news worthiness of a business story. Same day turnaround. In public relations field since 1981, wired since 1991. Cooperate with advertising and PR firms.|
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