The advent of native advertising has sparked a debate in the communications industry: Should PR practitioners opt for native advertising or newswire services to get their message out to key stakeholders?
Each platform has its own distinct advantages, which will be explained in broader detail. Fortunately, NewsEnsure clients are not caught up in this distribution dilemma given its unique hybrid approach that capitalizes on the strength of both models.
To better understand the debate, here is a comparative analysis that spotlights the attributes of each service.
Newswire services enable companies to distribute press releases to a wide range of media outlets and news sources. The benefit of newswire services is that they have the potential to reach a large audience quickly and efficiently.
Native advertising is a form of paid advertising that is designed to look like the content surrounding it. The benefit of native advertising is that it can be targeted to specific audiences, making it more likely that your message will be received by those who are most likely to engage with it.
The key advantages of each model:
Target Audience: If you’re targeting a specific audience, native advertising may be more effective. This is because native ads can be targeted to specific demographics, interests, and behaviors, which can increase the likelihood of engagement. Newswire services distribute your press release to a wide range of outlets, which may not necessarily zero in on your intended audience.
Message Control: With native advertising, you have complete control over the message and the placement of your ad. This means that you can craft a message that is perfectly tailored to your audience, and you can ensure that it is placed in a location that is likely to be seen by your target audience. With newswire services, you have less control over where your press release is published and who sees it. In terms of actual editorial coverage, or “earned media,” this is a discretionary decision made by the staff of the media organization.
Cost: Native advertising can be more expensive than newswire services, as you are paying for ad space and the ability to target specific audiences. Newswire services are generally less expensive and can be a cost-effective way to distribute your press release to a wide range of outlets.
Timing: If timing is critical to your campaign, newswire services may be the better option. Newswire services allow you to quickly distribute your press release to a wide range of outlets, which can help you get your message out quickly. Native advertising may require more lead time to create and place the ads.
As mentioned, the good news for NewsEnsure clients is that they are able to reap the benefits of both models, without the duplicative cost of ordering these services separately. The reason: NewsEnsure’s hybrid model that includes traditional newswire distribution, including leading news agencies and commercial services that provide saturation coverage of general and specialized media. Complimentary monitoring reports include online postings and other metrics that provide valuable insights into audience engagement.
As part of its core service, NewsEnsure includes an ad-driven component that enables clients to target audiences by key variables, including specific media outlets, news sections, and audience demographics. For example, clients can elect to have their release promoted in the technology section of The Wall Street Journal, or the lifestyle section of The New York Times. The service includes a minimum of 50,000 views, which is exponentially higher than the guarantees offered by other service providers.
With NewsEnsure, the distribution decision is easy. With its dual-delivery model, NewsEnsure provides the benefits of traditional newswires AND native advertising, conveniently and cost-effectively.