We just released a Press Release that was a flop. I've been trying to figure out what that is, especially compared to the Press Release I sent out 10 years ago for a physical product I invented; I got tons and tons of coverage on that. For $1,000 of expense for that campaign, I got over $60,000 worth of orders. I think the difference is this: On the Press Release that I sent out in 2001, it was a snail-mailed letter that went to all these small & medium sized newspapers (community newspapers) nationwide. Our email press release that we recently sent went to those same papers, but it was in email format. And we all know what happens to 99.99999% of commercial email... yup, deleted without being read.
For a few hours last week, I searched online to try to find some place that still sells snail mail mailing lists for PR purposes, but I can't find any! I wonder if that method of doing PR has completely disappeared. Do you guys know if anything like this still exists, or any other ideas?