Issuers of press releases may now build custom lists from the global MEDIAtlas™ database of more than 500,000 journalists while distributing their news to consumer, investor and B2B audiences over PR Newswire.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/prnewswire/35678/

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The ability to combine targeted media lists, built on-the-fly by customers on PR Newswire's customer portal, represents a first for a commercial newswire service. The service, called Microlist Builder, went live this month.

"We have spent the past several years creating an unparalleled online global media database and have been able to offer our members numerous ways in which to access the data, thus providing them with a variety of options which can be tailored to their needs," said Ken Dowell, PR Newswire's executive vice president who oversees products. "Many of our members require the complete flexibility of our MEDIAtlas database, while others like to add a prefabricated microlist distribution to their broad wire distribution, but even still, there is another group who wants the targeted distribution of the MEDIAtlas database, but prefers to pick and choose which media will receive their news each time -- for them Microlist Builder is the answer.

Microlist Builder complements the broad distribution a press release receives when issued over the wire, by enabling communicators to target their news to the reporters and bloggers who cover the specific subject matter of the news.

The new service relies on the continually updated data in PR Newswire's MEDIAtlas™ database -- one of the world's largest online media databases containing the complete profiles of more than 535,000 reporters and analysts, many of whom have provided their preferred method of communication, such as fax or email.

Access to the Microlist Builder is located in the Online Member Center, the secure press release upload site on prnewswire.com. Once in the Online Member Center, users can search the MEDIAtlas database using subject, geography, role of contact, news focus of organization and outlet type as search terms. Users can choose which of the profiles returned should be included in their final list and attach the list to the news release during the final portion of the uploading process before distribution. Microlist Builder is only available as a complement to a wire distribution and members are charged a list creation fee as well as a per contact fee for all successful transmissions, and are provided a pitch list of journalists who received the release for follow-up.

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' announcements to outlets in more than 170 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 announcements 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 Limited, a leading global business media company that serves professional commercial communities around the world. For more information, go to www.unitedbusinessmedia.com.

About United Business Media Limited (http://www.unitedbusinessmedia.com/)

United Business Media Limited (UBM) is a global media and marketing services company that informs markets and brings the world's buyers and sellers together at events, online, in print, and with the information they need to do business successfully. UBM serves professional and commercial communities, from IT professionals to doctors, from journalists to jewelry dealers, from farmers to pharmacists around the world. UBM employs more than 6,500 people in more than 30 countries. UBM's businesses operating in the US include CMPMedica, Commonwealth Business Media, Everything Channel, PR Newswire, RISI, TechInsights, TechWeb and Think Services. UBM is listed on the London Stock Exchange (UBM.L) and has a market capitalization of $2.5 billion.

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  Rachel Meranus
  Vice President, Public Relations
  PR Newswire
  rachel.meranus@prnewswire.com
  +1.201.360.6776

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SOURCE: PR Newswire