PR Newswire’s Online Distributions, and What They Mean for Our Clients
by Joshua Cohen, Director, Content Licensing & Distribution Starting with this month’s newsletter, the Content Group (Josh Cohen, Jenny Scruggs and George Vazquez) would like to shed light on the question of where news releases go in the online world, so that you can share this information with our clients. In this month’s issue, we’ll provide an overview, and in each upcoming issue we’ll drill down deeper as to who the important players are in each channel and exactly how and to whom news releases are distributed. In sum, PR Newswire’s online distribution gets news releases in front of users and readers of news archival databases, professional investor networks, online portals, financial and personal investment websites, industry-specific websites and portals, trend-setting and specialized websites and the online editions of newspapers and major media. Let’s look briefly at what each one of these channels means and what we are getting in terms of reach: • Syndication of our news releases to news archival databases
Main distribution channels: three major players in order of size – Factiva, LexisNexis, and Thomson Business (formerly Dialog). Every major company in the US and around the world subscribes to one of these three services. These databases are used by researchers to conduct virtually all of their strategic and competitive research. These three services are alone in having deep archives of our news releases – in the case of LexisNexis and Factiva they go back to 1984 – a key reason researchers rely on these services.
These databases open up the vast audience of corporate researchers to our customers’ news.
• Syndication of our news releases to professional investor networks
Main distribution channels: four players share this market – Reuters, Dow Jones, Thomson and Bloomberg.
Institutional investors rely on one or more of these four channels for news releases from publicly traded companies that drive their trading decisions. 68% of the news releases that PR Newswire sends out are from publicly traded companies. This distribution channel is key in satisfying SEC Disclosure requirements.
• Syndication of news releases to financial and personal investment websites
Main distribution channels: personal investment sites such as Raging Bull, theStreet.com, and every stockbroker and bank with a retail stock trading section on their website. Examples of the latter: eTrade, Fidelity, Bank of America, Bank of New York, Wachovia Bank, Merrill Lynch, Charles Schwab, among others.
Retail investors rely on our news available from their online trading platform or account to make their trading decisions.
• Syndication of news releases to online portals
Main distribution channels: market dominant players are Yahoo!, AOL, MSN.
Placement of our news on these sites assures high visibility – a matter of critical importance to clients – as well as high traffic to any URLs included in the news release itself. These are the sites where our news releases get read by more users than anywhere else.
• Syndication of our news releases to industry-specific websites
Main distribution channels – the leading news and/or information channels across all industries, such as CNET in the high-tech sector, automotive.com in the Automobile sector, Thomson BioWorld in the biotechnology sector.
Industry leaders as well as consumers with a particular interest in the sector rely on these sites to get news tailored to the industry. Our clients often demand placement of their news on the website equivalent of the “trades” in each of these sectors.
• Syndication of our news releases to specialized and trendsetting websites
Main distribution channels – unique websites that have gained popularity as they have appeal to early adopters and to influential individuals in various sectors and media channels – one example, PajamasMedia – as well as news sites that serve as information channels for advertisers, sales people and marketing professionals. Cooperation with such sites goes hand-in-hand with our distribution through new media channels such as de.licio.us and provision of our news through RSS readers.
Trendsetters in any industry or sector, look to these sites for new ideas and innovations.
• Syndication of our news releases to media websites
Main distribution channels – the websites of hundreds of newspapers, including key sites such as The New York Times, L.A. Times, Chicago Tribune, Atlanta Journal-Constitution, Seattle Post-Intelligencer, as well as major TV and radio stations in every town and city.
Corporate researchers, institutional and retail investors, consumers and professionals in each industry sector – this being everyone who could and should be interested in our clients’ news releases – still read their local paper. And more and more, they choose to do so online. The inclusion of their news release in full text on the website of major media in every market closes the loop on getting these releases in front of our clients’ audience.