The audience for feature articles from users of PR Newswire and Metro Editorial Service has been greatly expanded through a partnership that combines vast online distribution with the guaranteed results of a mat release service, the two companies announced today.
(Photos: http://www.newscom.com/cgi-bin/prnh/20080117/NYTH113-a http://www.newscom.com/cgi-bin/prnh/20080117/NYTH113-b http://www.newscom.com/cgi-bin/prnh/20000306/PRNLOGO )
To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/prnewswire/31427/
Introduction of the new Features Plus service will feed an increasing appetite by media for evergreen information written in an editorial style, along with compelling photography that supports the articles. Among the expected customers for the service are public relations firms, corporations and organizations in the government and public policy arena.
"Mat releases have been around for 75 years and are one of the most effective tools that communicators have used to guarantee coverage in the editorial sections of news outlets," said Steven Gosset, editorial manager, Feature News Service, PR Newswire. "By combining mat releases with PR Newswire's industry-leading Feature News Service, we are giving our customers many new opportunities for coverage, while assisting the media by providing them with copy and photos that require little or no editing."
To guarantee a minimum of 100 placements for each feature article, PR Newswire turned to the New York-based Metro Editorial Services, which pioneered mat releases in 1933. A mat release refers to an old printing process and involves providing newspapers camera-ready artwork -- both in print and digitally -- with feature articles already typeset.
Feature stories have a shelf life much longer than breaking news. They are typically stories that cover lifestyle interests such as travel, health, food and home improvement. Newspapers, along with long-lead and special interest magazines, use features from PR Newswire to supplement their editorial coverage.
"As media outlets have trimmed their staffs and budgets in recent years, more editors are receptive to using wire features and mat releases they can use for free," said Debra Weiss, executive vice president, Metro Editorial Services. "These features provide readers with useful information, tips and advice and, in turn, garner great publicity and generate goodwill with journalists."
Cutbacks in the media have enabled mat releases to continue to thrive. Thousands of companies and organizations still use them to reach out directly to consumers in print and online.
"We've been doing this for a long time, so editors putting together feature sections and specialty supplements for gifts, weddings, health, autos, home, environment, and many others, know we provide information that's both reliable, relevant and accurate," Weiss said.
Users of Features Plus will receive PR Newswire's comprehensive distribution to over 4,700 newsrooms, more than 4,000 Web sites and databases and posting on PR Newswire for Journalists, which has more than 85,000 registrants. Features Plus also includes photo archiving for one year, 30 days of complimentary online media monitoring and search engine optimization.
In addition, clients will have their features sent to thousands of other media outlets served by Metro, whose media relations staff will promote the articles to editors to help secure the minimum of 100 guaranteed placements.
"We are now in a position to provide clients with one-stop shopping when it comes to feature and lifestyle news," Gosset said. "Now they will get exposure to a much wider audience using both companies' distribution channels."
As part of this agreement, Metro will be sending copy from a number of its clients through PR Newswire's features circuit, which includes 135 themed feature packages as well as standalone features.
Pricing for PR Newswire's Features Plus, which also includes a photo distribution, is less than what other companies charge just for a mat release, Gosset said.
"Today, feature clients demand not only value, but proof that their messages are getting used," Gosset said. "Features Plus provides both."
About PR Newswire
PR Newswire Association LLC (http://www.prnewswire.com/) provides electronic distribution, targeting, measurement and broadcast services on behalf of tens of thousands of corporate, government, association, labor, non- profit, and other customers worldwide. Using PR Newswire, these organizations reach a variety of critical audiences including the news media, the investment community, government decision-makers, and the general public with their up- to-the-minute, full-text news developments.
Established in 1954, PR Newswire has offices in 14 countries and routinely sends its customers' news to outlets in 135 countries and in more than 40 languages. Utilizing the latest in communications technology, PR Newswire content is considered a mainstay among news reporters, investors and individuals who seek breaking news from the source. PR Newswire's leading services include ProfNet(SM), eWatch™, MEDIAtlas™, Search Engine Optimization, MediaRoom, MediaSense™, MultiVu™, U.S. Newswire, the preeminent policy newswire in the industry, Vintage Filings, the fastest growing Edgar filing company, and Hispanic PR Wire, LatinClips and Hispanic Digital Network, the foremost Hispanic communications services. PR Newswire is a subsidiary of United Business Media plc of London.
About Metro Editorial Services
Since pioneering national mat release distribution in 1933, the feature services of Metro Editorial Services have been a staple in the media-relations efforts of just about every major company, business and agency in the United States. With Metro's proven editorial formats, designed to deliver maximum exposure for important company, product or service releases, clients enjoy success throughout the year by reaching newspaper editors and their readers in the most effective and economical way. http://www.metroeditorialservices.com/.
CONTACT: Rachel Meranus, Vice President, Public Relations, PR Newswire, +1-201-360-6776 or
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SOURCE: PR Newswire; Metro Editorial Services
CONTACT: Rachel Meranus, Vice President, Public Relations, PR Newswire,
+1-201-360-6776 or