Why would a journalist bother reading your press release?

For all those who have asked me what makes a good press release, here's the inside leg:

http://www.justweb.com.au/public-relations/how-to-write-a-press-release.html

Any other tips, just ask me :)

Not everyone is attached by the umbilical to Facebook

According to this survey, the internet has surpassed newspapers as a source of national and international news for the first time, with only TV still attracting more news viewers. I find it surprising that TV continues to lead, though in the sub-30 bracket the internet and TV are neck and neck. (This is a reminder that not everyone is attached by the umbilical cord to facebook!!) So where would you spend your advertising dollars in this scenario? If this survey spells impending doom for newspapers, where does that leave advertising agencies, still pumping out the media spread of TV, print, bus shelters and cinema ads, with a continued uncertainty of how to milk the millions of online consumers. Online consumers like control, they are a breed apart. They make agencies accountable for every click and purchase. Is 2009 the year of the search engine marketer?