Press Clipping Still Important For Measuring Press Release Success

October 23, 2008

Andrew Analore posted an excellent piece on Ragan.com this week about press clipping.

I’ve been an information specialist at Business Wire for a very long time and I still feel like it’s an uphill battle to convince clients of many of these same points.   You do need to use more than one service for monitoring,  pay special attention to the most important publications in your industry, and plan a multi-modal clipping strategy in which attention paid to a single press release is just one facet of measurement.

Business Wire’s NewsTrak Clips is one way to help monitor publications on the web (and, contrary to what Analore asserts, is not “new” technology anymore).  Good supplements to the service include LexisNexis or Factiva searches,  local print clipping shops, reading your key publications individually, taking advantage of free alerts on the Web or any combination of methods.

Press clipping, done right, will establish a benchmark for measuring press release performance.  Unless you know how much and what kind of media coverage you normally receive, you can’t answer the question of how it’s affected by your publicity efforts.

To reach our Information Services department, email research@businesswire.com.

-Sandy Malloy, Senior Information Specialist, Business Wire


Introducing LatinoWire State Circuits

October 16, 2008

As part of our ongoing efforts to provide the most options and best tools for our clients to reach their

LatinoWire from Business Wire

LatinoWire from Business Wire

audiences, we’ve expanded our LatinoWire service, focused on reaching the influential U.S. Hispanic market. With the Latino population in America expected to triple in size before 2050, LatinoWire now offers targeted State Circuits in five of the top Hispanic markets in the country: California, Florida, Illinois, New York/New Jersey and Texas.

Members who choose State Circuits also receive complimentary NewsTrak measurement reports and Spanish translation for English language releases. Members can also still choose LatinoWire’s National Circuit, which serves more than 1,200 print, broadcast and online media. LatinoWire National remains the exclusive partner of impreMedia, the no. 1 Hispanic news and information company in the U.S. in both print and online.

Check out businesswire.com and click on Products & Services for more information.


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