One question I have had for quite a while is the effectiveness of press releases depending on if they are sent out through traditional channels (Newswire) or newer online channels (PRWeb and PitchEngine).
Rebecca Corliss at Hubspot has recently posted a very good answer. She includes research and graphs to show that currently traditional releases out perform news releases using newer channels.
The word that is critical is “currently”. eMarketer recently publish statistics showing that advertising in the US is dropping like a stone. Interestingly, within the same article, online advertising is actually increasing. My assumption is that if this trend continues that a year from now new online channels for news releases will be more effective than traditional formats.
Here is another link to a PDF on advertising trends by Stephen Whiteside of World Advertising Research Center.
What are your thoughts?
Jeff Nelson