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  1. Dana Todd
    April 23, 2010 @ 10:56 am

    Hi Deirdre,
    If you like the Adfusion “hybrid” approach, you may be interested to know about Newsforce. Like Adfusion, we place sponsored news stories within the advertising spaces of popular news sites. But we take it a bit further – you can actually target the article just like you do regular banner advertising, all the way down to the regional level, the sections of the news sites, even behavioral and demographic targeting. It’s more expensive than Adfusion, but you can guarantee the level of impressions and it’s all premium placements.

    I’m interested in hearing from your audience what they think about mashups like us and Adfusion. Our initial market entry led us to believe that PR folks have limited budgets for advertising, and that they don’t perceive it as “their job” since they’re focused more on earned media. But the advertising departments at most companies don’t work on the creative storytelling strategies, so it falls somewhere in the middle. Who’s going to ultimately drive the content strategy, and who’s going to get the budgets to make sure it’s seen by enough people to make a difference?

    Thanks for bringing up the topic!~
    Dana Todd, CMO

  2. Elissa Freeman
    April 23, 2010 @ 11:40 am

    I remember the days when distributing a matte release was de rigeur for any PR plan (which wasn’t so long ago actually!). There is definitely still a place for matte releases – especially in secondary and tertiary media markets where community and weekly papers still rule. A well written matte release (not exceeding 350 words) that has actual ‘news you can use’ value tends to get great pick-up. The win? Your message remains strong and contained and can give your organization (or client) great traction on the community/grassroots level.

  3. Kyle Sharick
    April 23, 2010 @ 12:17 pm


    Does Adfusion supply their customers with analytics? If so, how do they report RIO? I was also curious if you knew in which way ARAcontent was engaging with consumer via social media? How they entered the space and so forth?

  4. Deirdre
    April 23, 2010 @ 3:29 pm

    Hi Kyle! These are great questions and I will be able to find out these answers to you. I’ve never worked with the company before but was intrigued by their platforms. Be back shortly with answers. Thanks!

  5. Deirdre
    April 23, 2010 @ 3:42 pm

    Hi Elissa! Thank you for sharing your thoughts. I guess it wasn’t so long ago. I guess the rapid changes in technology just make us feel that way! In any case, I agree a good story that has “news you can use” will always get good pick up and get great traction. Have a great weekend 🙂

  6. Deirdre
    April 23, 2010 @ 3:46 pm

    Hi Dana,

    Thank you for introducing me to Newsforce. I’ll have to check it out. You raised an interesting question about who is ultimately going to drive content strategy. I think there the hybrid approach brings PR, marketing and web to the table where we all have an interest and responsibility. Of course, who gets the budget is another great question and determining factor. I believe that PR people are being exposed to more interesting strategies and tactics that they are adding to their PR toolkits! I appreciate your sharing your insight on the subject.

  7. Bob Rumpza
    April 25, 2010 @ 7:33 pm

    I’m replying to Kyle’s questions for Scott Severson, who is quoted in the blog but is traveling. Deirdre, great job of laying out the evolution to digital PR. Kyle, part of the Adusion service is to indeed supply analytics — up to and including consumer conversion. Because Adfusion clients don’t pay until a consumer clicks on their websites or landing pages, ROI is highly measurable, including tracking purchase conversion rates and costs. As for ARAcontent’s social media connections, you can follow tweets on specific article topics such as home improvement and gardening. And, Kyle, this company was founded in 1996 with the specific goal of using the internet as a tool to expand the distribution of feature articles for PR customers.

  8. Deirdre
    April 25, 2010 @ 7:42 pm

    Hi Bob! Thank you for answering Kyle’s questions and for your kind words about my post 🙂

  9. Sheila Owens
    June 21, 2010 @ 2:35 pm

    For those who have no budget to subscribe to a matte release service, how effective is it to create your own story or column (bylined by, say, your association’s president) and then distribute it to editors at weekly papers? Are they receptive to receiving consumer-type stories straight from the source? I had some luck in the 1990s launching a monthly column by our CEO and a number of newspapers would pick it up – not in the hundres but a good amount of papers each week. Thanks for any advice.

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