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PR Newswire is the world’s largest news release distribution network, reaching tens of thousands of print, broadcast and online news organizations (as well as consumers via search engines and portals). Now, for the first time, they’re auctioning (on eBay) the chance to send an off-peak press release via their wire.

Winner of this auction may distribute one news release of 400 words or less via PR Newswire’s US1 Newsline. Distribution timing will be at PR Newswire’s discretion, Friday through Sunday.

As many as 1,100 news releases are posted on PR Newswire on busy weekdays, but the network is utilized far less frequently on Fridays, Saturdays and Sundays. This is a vestige of the pre-Internet era, when U.S. TV news cycles were geared to the 6 and 11 o’clock broadcasts, newspapers deadlines were geared around morning and afternoon editions, and trade magazines printed only weekly or monthly.

Releases distributed on Fridays and weekends remain live on websites and search engines for weeks — or even longer! Weekends and evenings are also optimum times to reach consumer rather than editorial audiences.

It’s good to see PR Newswire taking advantage of their dominant position in the news distribution business to reach out to businesses (and audiences) they may not have previously touched. Their US1 newsline is priced beyond the reach of many smaller businesses… businesses who might someday be the next eBay themselves!

Putting their own underutilized weekend cycles to work makes sense for PRNewswire in the long run — they’re building loyal customers for the future. What have you done today to reach out to new markets creatively?

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