writing a press release
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The Most Popular Press Release Clipping Services

Some clipping services specialize in local area coverage. For instance, www.gnusman.com caters to those who want to monitor Santa Barbara subscription-based media publications. They provide their clients with a mailed or faxed clipping packet every Monday and Thursday that contains all of the clips within your target subject matter. Their subjects include:

  • City and/or County Government News
  • Environmental News
  • Marine News
  • Oil & Gas News
  • Water News
  • Court and Crime News
  • Education News
  • Local political races
  • Custom

Many cities around the country have a personalized clipping service (or more) at their disposal. The subject headings may change, but the point is, you have access to local clips regarding your information.

What does something like this cost? Gnusman.com has a monthly fee that ranges from $50 to $85 per month. Not bad for complete coverage of the entire Santa Monica area, including Santa Barbara, Ventura and San Luis Obispo County newspapers.

But what if your news reaches beyond the scope of your local clipping service? Well, there are options for everyone. And they’re all as close as your personal computer. Some of the most prominent clipping services are:

  • www.newsdesk.com touts itself as “the premier news and information network for the hi tech, healthcare, entertainment and transport sectors - the communications bridge between the world's PR professionals and the journalists world-wide who they aim to influence.”
        
    The cost is not openly displayed on the site, as it says to contact the sales team. But usually, it will depend on the difficulty they’ll have in tracking your message, and the subject matter and publications you’re targeting.
       
  • www.dowjones.com allows you to sing up and tailor your news to your specifications. Their counterpart, http://bis.dowjones.com integrates content from the top national papers, Dow Jones & Reuters newswires, business journals, market reports, and web sites. They charge an annual password fee, plus additional fees for viewing articles from the CustomClips service.
        
  • www.newsedge.com caters to “Time-strapped CEOs who need mission critical intelligence to gain the competitive edge.” They filter thousands of news stories daily for the most relevant documentation, and then deliver it to your desktop to keep you ahead of your competitors.
       
  • www.businesswire.com offers non-journalists a chance to sign up for IndustryTrak, a fee-based service that includes a personalized Business Wire headlines and additional news sources. IndustryTrak is customized to show only the news releases that you need to see based on the profile you complete.

While the releases are segmented into seven industries on the public site, they are not further divided into the news category headings that you are able to select in your profile. IndustryTrak stores your news for 30 days.

  • www.clippings.com provides a daily, email-based automated press clipping service. They select your clips based on key words you provide, including your company name, location, subject, etc.

    Each day, you receive an email with links to each and every article, ranked in order of importance, regarding your specified keywords. The cost? A whopping $6,000 for three months and up to five keywords. Want to try for one year? You’re looking at $20,000. For full access to the archives, it will cost you $40,000.
       
  • www.broadcastcommunication.com specializes in radio and television monitoring. They have a national database of associates, so they are able to cater to any market. What do they do? Radio and TV news clipping are provided via a clip of a broadcasted news segment.
         
    Video clips are usually provided on VHS tape, but can also be delivered via more modern methods (.avi, .mpeg computer video formats). Radio clips are normally provided on audiocassette, but can also be delivered via more modern methods (.wav, .au computer sound formats).
      
    The cost? They won’t say. The site asks you to contact them for pricing information, because “Every client is different.”
        
  • www.bacons.com offers standard clipping services, which cater to the more traditional methods of monitoring your news, NetClips – Internet clipping with e-mail and web site delivery, Electronic Clipping – Database retrieval delivered daily by e-mail, ExpressClips, which delivers an email every morning with clipping from the top dailies and magazines, and a Clip Analysis - Clip measurement reports on your standard clipping account coverage.

Almost every clipping service varies when it comes to their rates. No two sites are alike, but be forewarned that it will cost more to monitor major publications than it will to oversee your own backyard media.

Another important reason to use clipping services is because they provide you with any mention of your competitors. Having up-to-date information on your competition is paramount in any industry. You need to know if one of their products is about to be launched head-to-head against yours.

Clipping services provide a more thorough account of all of your media coverage than you could ever hope for. They keep a watch on newspapers, magazines, radio, television, Internet, Usenet, Trade Journals, and everything in between.

Paying for the privilege of having targeted news delivered to your in-box every morning, or several times a week, will pay off in the long run, because you’ll reap the rewards immediately by seeing how effective your press release campaign was in garnering your client the attention and coverage they hired you to get them.

          

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