Press Release Writer Says Advertisers Far Less Enamored Of Print Media

Share Article

Search engine optimization now the main focus of two-thirds of his press release clients, says writer. View

News Image
Marketing is essential—and positioning online is critical regardless of the condition of the overall economy.

The prominence of Internet search engines such as Google, and their familiarity to a young generation of marketers, is speeding the demise of the print media faster than even publishers realize—says Ron Goodden, head of

His agency provides press release writer insights to clients eager to improve their rankings on top search engines and social media websites.

Goodden notes that the past few years have seen a sea change in attitude among those he advises. "Two-thirds of business clients no longer care if the print media pick up their marketing press releases; gaining a higher Google ranking is their sole objective."

He attributes this to the Information Age savvy of a younger generation now moving into corporate management—as well as to the waning importance of traditional newspapers. "Having grown up in an era in which print newspaper circulation has dwindled, corporate managers are less in awe of newsprint."

According to Goodden, the Internet's superior news distribution capabilities plus today’s compressed news cycle are altering the way a modern press release writer approaches each new commercial copywriting assignment.

"Online publications and newsletters process volumes of news releases, and often have limited staff resources. Today's news releases must therefore already be news-ready. Those following a more traditional writing format of merely compiling facts, rather than artfully holding the reader's attention, fail to get selected," says Goodden.

He adds that some businesses remain resistant to the fact that the playing field has shifted— and that an artfully constructed opening paragraph, or a professional gift for clarity that holds the reader's attention, can make all the difference in getting media coverage.

However, press releases do remain a prime entry point to the online media and to many marketing advantages, according to Goodden. “Marketing is essential—and positioning online is critical regardless of the condition of the overall economy."

More information is available at

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Ron Goodden
Follow us on
Visit website