ABSTRACT
The true measures of the success of a news release are how many times and where it gets into print. A consistently high level of success can result only when the information supplied is of interest to the readers of particular publications. A limiting factor is the manner in which the release is prepared. The most newsworthy item might be ignored if the presentation to the editors is poor. Most editors try to keep editorial and advertising separated. An editor occasionally may decide to use a product release from a company because he feels a good reader response could lead to future increased ad revenue, but only if he also feels the product is of interest anyway to the magazine’s readers. Most editors quickly spot retouching on a print and immediately question its authenticity. Up-to-date books are available which list editors of most publications. The masthead of each magazine or newspaper always contains names of the editors.
