Re: ONLINE-ADS>> An experienced response on the futility of an...

rhoy_at_tenagra.com
Wed, 5 Feb 1997 07:12:30 -0600

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Eric Ward wrote:

>Client does big media push.
>Client gets covered in Internet World Magazine
>Client happy
>Client buys 80 copies for office, friends, grandmother
>Client sees no discernable spike in hits whatsoever from
> Internet World print coverage
>Client still thrilled with Internet World coverage
>Client frames Internet World article, hangs on wall
>
>Next campaign, client gets covered online at C|net
> hits increase 10 fold over next 7 days...
>
>Links, baby, links...

One of the mechanisms I noticed generated traffic for a pharmaceutical
client of ours was sending a press release out on PR Newswire.

I came from a traditional PR background and I was always taught not to use
the wire services unless you had a big story. This is because hundreds of
releases come across those wires a day and you simply are not going to get
noticed by an editor unless it is a big story.

However, most of the news sources on the web use feeds from PR newswire and
businesswire as either primary content or to supplement their original
content. I know for a fact that at least Yahoo, Pointcast and AOL do this.

The bottom line is that now the general public is reading these things;
where as in the old days usually only editors saw the releases. Many can
filter releases based on keywords, so you are getting people interested in
a particular subject getting just releases pertaining to that subject. They
see links in the release and they click.

And the wonderful thing about the current situation is that by sending out
a release on the newswire you get the benefit I stated above, plus it still
goes out to all those editors; for whatever that it is worth.

richard
moderator

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