About online media coverage

We believe there are three results customers are looking for when issuing a press release:

  1. Coverage that drives readers to take action - visit your website, email or call you
    This is the sweetspot for online news distribution.  Our job is to place your news in front of as many readers in your target market as possible.  When you issue a press release online, you should be able to easily measure the results through a clear boost in web traffic, more sales enquiries, and increased media, analyst and partner interest.   If your current newswire is reporting multiple instances of online coverage but you aren’t seeing any other evidence that your news is reaching its intended audience, contact us.
  2. Being seen and heard online
    The more instances of your company name linked to the keywords in your market, the higher up the search engine rankings you'll be.  The more often you release news, the fresher the content and the better it is for SEO.   For optimal results, the instances of coverage must be individually indexed and genuine (not misleadingly syndicated or “duplicate content”).  A simple test: look in detail at the coverage report from a major newswire. If you copy and paste the URLs from the report and then in a command window type "ping", you'll see the same IP address recurring. This is spoofed coverage, not genuine. It doesn't show up in Google, Bing or Yahoo! and will have no impact – and possibly a negative impact – on your ability to be found in natural search.

    We regularly measure our coverage against the major newswires and have always won, both in terms of quality and quantity of results delivered.  We're happy to analyse any coverage report from a competitor and demonstrate our leadership.
  3. Reference/Tier 1/”hero” coverage in top level publications and broadcast outlets – such as the FT, BBC, The Economist, Nature and the nationals
    You might get lucky but you'll rarely, if ever, get coverage in the very Top Tier publications just by sending them a press release.  Achieving coverage in these publications requires media liaison – multiple approaches by a PR professional to contextualise and “sell-in” your story via telephone, email and, sometimes, face-to-face contact. Contact us if you need help with this – many of our clients are PR companies.


Why we are different



The Big Wires

News quality control

We proof-read every release and make sure that it is good enough quality for our publication list. We spell check, fix grammatical errors and flag any inconsistencies or missing information.

Mostly automated keyword checking for spam-like words

Categorisation of the release

We choose the news categories for your release to optimise coverage and make sure that your release is sent to all relevant publications, and importantly, no irrelevant ones.

The client typically does the initial categorisation which can be confusing and may lead to either categories being missed or too many categories being ticked in the hope for more coverage.

Distribution method

Email plus manual posting on your release on relevant sites. We have found that by uploading your news via web form rather than just emailing it, we are 17x more likely to get your news published

Email only

Misleading Syndication

None - we do not own any spoof news sites

More than 75% of reported coverage from the big wires is from sites that are owned by the newswire, or subdomains made to look like real websites. For example, finance.dailyherald.com  isn't a Daily Herald page, it's a markets.financialcontent.com syndication site – not real coverage but spoofed.  The real Finance page for the Daily Herald is www.dailyherald.com/business.  This type of spoofed coverage is reported by the Big Wires as discrete, primary coverage, leading to a misleading impression of online reach.


All results are manually found in the major search engines (Google/Bing/Yahoo!) and verified as genuine - no duplicates reported. We only report unique instances of real, primary coverage.

Results are auto-generated from the distribution list, syndicated results are added in, many duplicates are reported.

Video case studies

NeonDrum and Google AdWords

We benchmark our NeonDrum online news distribution service versus a Google AdWords campaign, and demonstrate the cost-effective lead generation that using our service can deliver.

Not only more effective,
but also more cost-effective.

We generated two and a half times more registrations and we were also 23% cheaper.

Google Adwords Case Study

NeonDrum compared to a Newswire

We benchmark our NeonDrum online news distribution service versus a Newswire, and demonstrate the cost-effective coverage results that using our service can deliver.

Better quality and half the cost
NeonDrum service is half the cost of a typical newswire, with better quality results including a higher level of trade press coverage. And no duplicate content - all the coverage is primary.

Newswire Case Study