2. Dear New Employee,
I’d like to take this time to welcome you to NewsUSA. We are thrilled to have
you as a key addition to our team — and hopefully, you are as excited about
joining our efforts as we are of having you as a new member.
For more than 20 years, NewsUSA has been successful in providing national
public relations and media exposure for our clients. We have provided news
and media placements to more than 3,000 clients in a variety of fields — public
relations, communications, nonprofit, government, health care, automotive, and
health and beauty to name a few. Because of our long-standing relationships with
over 16,000 media outlets, we have successfully delivered more than 5 million
pieces of news content through print, online and radio media coverage and
billions of dollars of media ad space nationwide.
In the past year, NewsUSA has made tremendous strides in advancing technology
for online media exposure and media tracking. NewsUSA’s Social Syndication
Program, along with the brand new tracking tool, is taking social media exposure
to unseen heights. Now, we look to you and your talents to help NewsUSA
communicate our enthusiasm and expertise to the world.
I’d like to welcome you on behalf of all the staff, and I look forward to helping
you be successful in any way I can.
Regards,
Richard Rothstein
Executive Vice President of Sales and Marketing
NewsUSA, Inc.
Welcome to NewsUSA!
Reaching millions through guaranteed media placements
2
3. 3 Types of Features
Reaching millions through guaranteed media placements
Writing
Distribution
Guarantee
Cost for 1
Tracking
Time Before
Results
(NU) - Cooking with kids can
be a challenge, but there’s no
need to tackle hollandaise or
souffles. When looking for a kid-
friendly recipe, choose something
that’s simple and hands-on.
For example, the following
recipe for Texas Reds in a Blan-
ket involves spreading cream
cheese, folding refrigerated cres-
cent roll dough and sprinkling
cinnamon sugar, giving junior
pastry chefs plenty to do. The ac-
companying sauce only requires
the use of a microwave, though
you should handle any hot bowls
and cookie sheets yourself.
Use Texas Rio Star Grape-
fruit, which is sweeter than other
varieties of grapefruit. The grape-
fruit season runs from October to
May. When buying grapefruit,
look for fruits that feel heavy for
their size, as that indicates a juicy
fruit.
Texas Reds in a Blanket
Makes four servings
Ingredients:
2 Texas Rio Star Grapefruit
1/4 teaspoon cinnamon
3 tablespoons cream cheese
1 (8 ounce) roll refrigerated
reduced fat crescent dinner rolls
1/4 teaspoon cinnamon
1 tablespoon granulated sugar
3 tablespoons granulated sugar
place on paper towels to remove
excess moisture. Set aside.
3. In a small bowl, combine 1/4
teaspoon cinnamon and cream
cheese spread.
4. Separate crescent dough into
triangles, and lay on wax paper.
Spread each with creamed
cheese.
5. Place three grapefruit seg-
ments on wide end of each trian-
gle; roll each triangle into cres-
cent shape enclosing grapefruit
segments.
6. Combine 1/4 teaspoon cinna-
mon and 1 tablespoon sugar on
waxed paper; roll grapefruit cres-
cent in cinnamon sugar; Place on
a parchment-lined cookie sheet.
7. Bake for 25 minutes or until
golden brown.
8. Finely chop remaining grape-
fruit segments; place in small
Enjoy a Fun,
Kid-Friendly Recipe
FOOD
NewsUSA
Texas Reds in a Blanket is an
easy recipe to make with kids.
NewsUSA
Traditional
SEMPO Certified
Writers
Thousands of outlets
through web site,
email newsletters,
twitter, Facebook,
Print Issue
AP Exchange
1,000 Placements
40 million reach
$
5,500
BurrellesLuce
In-house
1 week for web
10 weeks for print
Social
More Relaxed
Social Media
Best Practices
Over 100 Largest
Networks
30 Million reach
25KAd Equivalency Value
$
3,000
TrackIt
Page Rank (SEO)
Engagement
6 Weeks Meets
Guarantees
Radio
Script
500 Stations
600 Plays
5,500
Business Reply
Cards
10 Weeks
3
4. A Dying Trend? … Not Today!
Newspapers Still Alive
and Selling
“Just about all of the research and news reports on the
“struggling” newspaper industry have been based on
what’s happening to the top-100 major metropolitan
newspapers, maybe the top 250. This doesn’t tell the
story of the remaining 1,200 daily and 8,000 community
weekly papers in America.”
– Brian Steffens,
National Newspaper Association executive director
According to the 2008 National Newspaper Association readership report:
• Local community newspapers are the primary source of information for both
news and advertising in local communities—by a 5-1 margin over the next
most popular media.
• 86% of adults over the age of 18 read a newspaper every week.
• 75% of those readers read most or all of their papers.
• On average, readers spend 45 minutes reading an issue of their paper—up from
42 minutes according to a 2007 survey, and 38 minutes in a 2005 survey.
• More than one-third of readers keep their paper for more than six days,
allowing them to revisit articles and ads at their leisure.
NewsUSA can distribute your message via this growing resource. Through daily
and weekly community newspapers – not to mention the Top 100 markets – the
NewsUSA feature story is a great way to raise awareness about your product, brand
or message.
4
5. Build your brand and exceed online visibility goals
with Social Syndication from NewsUSA
, the nation’s premier
provider of copyright free content introduces an
exciting, digital product:
Social Syndication
With NewsUSA and its unique approach to
content creation and distribution, your brand
will be positioned for engagement within social
circles.
How it works:
1. Your brand’s message, product or website
is composed into a compelling story by
NewsUSA socially-savvy, SEMPO certified
writers.
2. The content is syndicated via the social syndication
process to reach media influencers and end users. By
placing content in channels saturated with journalists,
bloggers and socially-savvy end users, NewsUSA
positions your content to receive comments, votes and
shares - increasing the reach and impact of the content.
3. You receive a comprehensive, attractive report
detailing success metrics.
Content created and distributed through NewsUSA and
its Social Syndication process:
• Guaranteed reach of 30 million.
• Provides a $25,000 AEV, a 10 to 1 ROI on your
spend following industry best practices.
• Influences key audiences: from journalists and
social media power users to end consumers.
• Boosts your brand through organic online visibility.
• Measurable results available within 6 weeks
Find out more today by calling NewsUSA at 800.355.9500 or visiting NewsUSA.com.
The Social Syndicator.
Social Syndication
Penetrate Print, Online & Now Socially Syndicate
Your Compelling Story with NewsUSA.
Socially Syndicated Article, Walk Your Way to Better
Health achieved 60M in Reach and 75K in
AEV with NewsUSA.
Audience:
Social
Online
Print
Journalists
Journalists
End Users
Journalists
Bloggers
Social Influencers
Increasing # of End Users
• Seek Wellness
• Everyday Health
• CopyrightfreeContent.com
• Microblogging
• Twitter
• Digg
• Mixx
• Reddit
• Facebook
Article:
Walk Your Way
to Better Health
Vertical-
Specific
Destinations
Approx 20%
of reach
Blogosphere
Approx 5%
of reach
Social News
Approx 75%
of reach
5
7. RadioDepending upon your type of business, radio can be the most powerful, cost-effective way to reach a large
number of potential customers. Reaching approximately 150 million listeners each day, a NewsUSA Radio
release will be heard by an average of 12 million to 13 million listeners.
Much like a NewsUSA matte release, your scripts are written by professionals
and distributed to 6,600 radio stations nationwide. The NewsUSA Radio
format is two, 30-second scripts under one headline. This provides two
options for announcers, encouraging maximum usage in limited time
slots. Even better, the two 30-second scripts will be combined to form
one prerecorded 60-second script, written on the same topic, that
is produced in MP3 format – it’s like getting three scripts for the
price of one!
Each NewsUSA Radio release is prepared one month in advance and
guaranteed to receive 400 minimum airings the following month.
800.355.9500
www.newsusa.com 7
8. Above the Fold-”Above the fold” is a graphic design concept that refers to the location of an important news story or a visually
appealing photograph on the upper half of the front page of a newspaper. This term has been extended and used in web
development to refer the portions of a webpage that can be visible without scrolling.
ad equivalency value-What dollar amount in advertising a client would have to purchase in order to achieve the same quality
and amount of exposure.
AP Style- Reporters, editors and others use the AP Stylebook as a guide for grammar, punctuation and principles and practices
of reporting. Although some publications use a different style guide, the AP Stylebook is considered a newspaper industry
standard and is also used by broadcasters, magazines and public relations firms. It includes an A-to-Z listing of guides to
capitalization, abbreviation, spelling, numerals and usage.
blog-A blog (a blend of the term web log) is a type of website or part of a website. Blogs are usually maintained by an
individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are
commonly displayed in reverse-chronological order. Blog can also be used as a verb, meaningto maintain or add content to a
blog.
Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs and it is
this interactivity that distinguishes them from other static websites.
Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical
blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability of readers
to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although
some focus on art (Art blog), photographs (photoblog), videos (video blogging), music (MP3 blog), and audio (podcasting).
Microblogging is another type of blogging, featuring very short posts.
As of December 2007, blog search engine Technorati was tracking more than 112 million blogs.
by-line article-The byline on a newspaper or magazine article gives the name, and often the position, of the writer of the
article. Bylines are traditionally placed between the headline and the text of the article, although some magazines (notably
Reader’s Digest) place bylines at the bottom of the page, to leave more room for graphical elements around the headline.
circulation-A newspaper’s circulation is the number of copies it distributes on an average day. Newspaper circulation rates are
currently experiencing a downward trend. Circulation is one of the principal factors used to set advertising rates. Circulation
is not always the same as copies sold, often called paid circulation, since some newspapers are distributed without cost to the
reader.
Community newspapers-Smaller newspapers that are distributed on a daily or weekly basis to a smaller principality or county
feature story-While the distinction between published features and news is often clear, when approached conceptually there
are few hard boundaries between the two. It is quite possible to write a feature in the style of a news story, for instance.
Nevertheless features do tend to take a more narrative approach, perhaps using opening paragraphs as scene-setting narrative
hooks instead of the delivery of the most important facts.
Glossary
Reaching millions through guaranteed media placements
8
9. materials deadline-time which we must receive any information a client would like included in their feature story so we can
start working on their story for it to appear in a particular issue
Mat(te) Release-A “mat release” (also spelled “matte release”) is a formatted, consumer-related article that newspaper editors
can use to add content to their publication. The term comes from the old days when newspapers were physically laid out and
formatted.
Media Outlet-A publication or broadcast program that transmits feature stories and news to the public through various
distribution channels.
media relations-Media relations involves working with various media for the purpose of informing the public of an
organization’s mission, policies and practices in a positive, consistent and credible manner. Typically, this means coordinating
directly with the people responsible for producing the news and features in the mass media. The goal of media relations is to
maximize positive coverage in the mass media without paying for it directly through advertising.
Many people use the terms public relations and media relations interchangeably; however, doing so is incorrect. Media
relations refer to the relationship that a company or organization develops with journalists, while public relations extend that
relationship beyond the media to the general public.
Dealing with the media presents unique challenges in that the news media cannot be controlled — they have ultimate control
over whether stories pitched to them are of interest to their audiences. Because of this, ongoing relationships between an
organization and the news media is vital. One way to ensure a positive working relationship with media personnel is to become
deeply familiar with their “beats” and areas of interests. Media relations and public relations practitioners should read as many
magazines, journals, newspapers, and blogs as possible, as they relate to one’s practice.
Working with the media on the behalf of an organization allows for awareness of the entity to be raised as well as the ability
to create an impact with a chosen audience. It allows access to both large and small target audiences and helps build public
support and mobilizing public opinionfor an organization. This is all done through a wide range of media and can be used to
encourage two-way communication.
Page rank-PageRank is a link analysis algorithm, named after Larry Page, used by the Google Internet search engine that
assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the
purpose of “measuring” its relative importance within the set.
Penny Savers-a kind of free community periodical available in North America (typically weekly or monthly publications) that
advertises items for sale. Frequently pennysavers are actually called The Pennysaver (or Penny Saver, Penny-saver, PennySaver).
Many pennysavers offer local news and entertainment, as well as generic advice information, various syndicated or locally-
written columns on various topics of interest, limited comics and primetime TV listings grids in some papers.
POC-Point of Contact-The decision maker you are attempting to reach
Glossary
Reaching millions through guaranteed media placements
9
10. Press Release-is a written or recorded communication directed at members of the news media for the purpose of announcing
something claimed as having news value. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers,
magazines, radio stations, television stations, and/or television networks. Commercial press release distribution services are
also used to distribute them. “Examples of popular social media domains include Twitter, Digg, StumbleUpon, Reddit and
FriendFeed.”
promotion deadline-time which client must return signed contract to still receive a specific special rate
reach-unique monthly visitors as measured by compete.com
readership-Estimate of how many people actually read a particular newspaper. Always higher than circulation
SEMPO-Search Engine Marketing Professionals Organization- The trade association for Search Engine Marketers
SEO-Search Engine Optimization-is the process of improving the visibility of a website or a web page in search engines via the
“natural” or un-paid (“organic” or “algorithmic”) search results
SMO-Social Media Optimization or Social SEO is the methodization of social media activity with the intent of attracting
unique visitors to website content.
Social Media-are media for social interaction, using highly accessible and scalable publishing techniques. Social media use
web-based technologies to turn communication into interactive dialogue. Andreas Kaplan and Michael Haenlein also define
social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web
2.0, which allows the creation and exchange of user-generated content.” Businesses also refer to social media as consumer-
generated media (CGM). A common thread running through all definitions of social media is a blending of technology and
social interaction for the co-creation of value.
Top 100 newspapers-The 100 newspapers with the highest daily circulation as measured by BurrellesLuce
unique monthly visitors-number of different people that access a site in a given month (Abbreviated UMV or UV/M)
vertical specific web sites-Any website that focuses exclusively on content of one particular area such as food, auto, home,
health, etc.
Websites to be familiar with:
newsusa.com- Our main site
newsusa.com/articles-Our main editorial site
aracontent.com-Competitor’s site
napsinfo.com-Competitor’s marketing site
napsnet.com-Competitor’s editorial site
businesswire.com-press release distribution service
prweb.com-press release distribution service
prnewswire.com-press release distribution service
copyrightfreecontent.com-Our main editorial site for Social Syndication.
Glossary
Reaching millions through guaranteed media placements
10
12. Have you used NewsUSA before?
Does this sound like any service you are currently using?
Who are you using?
Are you using them now?
What are you doing now?
What have you been doing to get the message out?
I noticed you registered for our webinar. What attracted you to the subject?
I noticed you downloaded our white paper. What attracted you to the subject?
Did you get that e-mail I sent?
Anything coming up that would be a good fit for a feature story?
Feature stories are a great part of the mix…
If you are not using feature stories, is there a particular reason why not?
Are you in front of your computer?
With what categories of clients are you currently working?
If I could do that, how soon could you buy?
What can I do to help you make this happen?
Verifying a proposal. Use only one of these questions:
Will that work?
Is that a good fit?
Will that fit in your budget?
Questions NOT to ask:
Have you read our white paper/webinar?
Is that something you’d be interested in? (early in the conversation)
Questions to Ask:
Reaching millions through guaranteed media placements
12
13. NAPS - North American Precis Syndicate
Writing isn’t as good
Penny Savers
Bad Report
More Expensive
Gurantee a lower cost - Proof of price
Guarantee better results - Clip Report
Brandpoint
Long Stories
Distribution is to fewer print outlets
Guarantee 400 placements - Quality?
Comparable Print Price
Web only or Print
Guarantee lower price
Pitch Social Syndication
Better print results
Other competitors
Family Features - full page so no ads for outlet
Metro Editorial Services - Charges papers
State Point - No set guarantee
Competitors
Reaching millions through guaranteed media placements
13
14. NewsUSA vs. Press Release
Story Full Story Story Pitch
Written AP Style Self Written
Editorial
Feedback Yes No
Distribution Opt-in Network On their web site
Relationships
with Editors Yes No
Tracking Included Not Included
Guarantee Yes No
Run As Is Yes No
SEO Yes Optional
SMO Yes No
Photo Yes Optional
Embed Video Yes Optional
Press Release Services - PR Newswire, PRWeb, Business Wire
Press Release Services compete for same budget as NewsUSA.
However, they are much less comprehensive and so are lower in cost.
NewsUSA vs. Press Release
Reaching millions through guaranteed media placements
14
15. Our best clients are PR Firms.
We make them look like heroes to their clients.
They craft strategies and cover all kinds of media.
We are one tactic they can use to fulfill their strategy.
We can be “the shotgun” and allow them to be the “sniper rifle.”
We free them up to focus on strategic issues & other media.
We save them time at every step of the process.
WE DO NOT COMPETE WITH THEM!!!!
We want to partner with them.
PR Firms
Reaching millions through guaranteed media placements
15
16. 1) Are you in front of your computer?
2) Go to www.newsusa.com/articles
3) Look around. Click on featured article unless other category of
interest then use navigation bar above stories.
4) Point out Share options up top.
5) Point out Article Resources at bottom.
6) Follow “Editors, click here for story elements.”
7) User ID: sales@newsusa.com - Password: newsusa
8) Click download PDF - This is how the story is most likely to
appear. Paper can use as is with no edits.
7) Walk through Client Process.
Take Them to the Web Site
Reaching millions through guaranteed media placements
16
17. 1) Send in contract.
2) Welcome Packet email.
3) Client sends in materials for feature.
(Can be as simple as a story idea, or as much as a full press release.)
4) Editorial team writes first draft (2 business days).
5) Edits.
6) Client final sign off.
7) Story distrubuted (method different depending on product).
8) We track it - Guarantee results.
(Guarantees vary by product.)
The NewsUSA Process
Reaching millions through guaranteed media placements
(NU) - Cooking with kids canbe a challenge, but there’s noneed to tackle hollandaise orsouffles. When looking for a kid-friendly recipe, choose somethingthat’s simple and hands-on.For example, the followingrecipe for Texas Reds in a Blan-ket involves spreading creamcheese, folding refrigerated cres-cent roll dough and sprinklingcinnamon sugar, giving juniorpastry chefs plenty to do. The ac-companying sauce only requiresthe use of a microwave, thoughyou should handle any hot bowlsand cookie sheets yourself.Use Texas Rio Star Grape-fruit, which is sweeter than othervarieties of grapefruit. The grape-fruit season runs from October toMay. When buying grapefruit,look for fruits that feel heavy fortheir size, as that indicates a juicyfruit.
Texas Reds in a BlanketMakes four servings
Ingredients:
2 Texas Rio Star Grapefruit1/4 teaspoon cinnamon3 tablespoons cream cheese1 (8 ounce) roll refrigeratedreduced fat crescent dinner rolls1/4 teaspoon cinnamon1 tablespoon granulated sugar3 tablespoons granulated sugar1/4 cup sour cream1 tablespoon maple syrup
Directions:
1. Preheat oven to 375 degreesFahrenheit.
2. Remove grapefruit segments;
place on paper towels to removeexcess moisture. Set aside.3. In a small bowl, combine 1/4teaspoon cinnamon and creamcheese spread.
4. Separate crescent dough intotriangles, and lay on wax paper.Spread each with creamedcheese.
5. Place three grapefruit seg-ments on wide end of each trian-gle; roll each triangle into cres-cent shape enclosing grapefruitsegments.
6. Combine 1/4 teaspoon cinna-mon and 1 tablespoon sugar onwaxed paper; roll grapefruit cres-cent in cinnamon sugar; Place ona parchment-lined cookie sheet.7. Bake for 25 minutes or untilgolden brown.
8. Finely chop remaining grape-fruit segments; place in smallbowl with three tablespoons sug-ar, sour cream and maple syrup.Cook in microwave on high forabout one to two minutes, or un-til it starts to boil.9. Drizzle sauce over crescents,or serve as a dipping sauce.
Enjoy a Fun,Kid-Friendly Recipe
FOOD
NewsUSA
Texas Reds in a Blanket is aneasy recipe to make with kids.
NewsUSA
17
18. 1) Go to NewsUSA.com
2) Click on “Customer Go Here”
3) Click on “Online Clip Reports”
4) Input User ID and password (emailed to them)
From there you can view results of specific stories, view full and
summary reports for all stories, download individual clips, or
download results in a spreadsheet.
* For Social Syndication results, go to socmetric.newsusa.com, enter
inemailandpassword. Fromthereyoucanviewresults,screenshots,
and export results for a story or campaign to a spreadsheet.
How Clients Check Clips
Reaching millions through guaranteed media placements
18
19. After an initial presentation to a contact, it is important to make an effective follow-up call.
These points are keys to making that call (or those calls) effective.
• Always know where you stand with the contact person in terms of interest,
information shared, and proposals.
• Always try to move the conversation toward completing a sale or providing service
after a sale. “Just touching base” wastes your time and theirs.
• Avoid spending a lot of time chatting up the person to win them over. You can be
amiable with a brief comment and your tone of your voice.
• Be prepared to recap where the two of you stand in your conversation. This brief
summary should be given in an honest but positive light. Acknowledge objections,
but note what you’ve done to answer or accommodate their different viewpoint.
• Take as much time as practicable to present reasons why they should buy.
Slow down. Listen. Be responsive. Move the conversation forward.
• Set a “next step” for follow-up. This could be:
-how to send in the signed contract (good job closing the sale!),
-when to set up a consultation with the Editorial staff,
-what information they need to consider to decide about buying, or
-when you will call them back or e-mail them.
• Leave your relationship with the contact in good shape when you say goodbye.
You’re going to want to talk with them again.
Contracts have been written with a good initial call and one good follow-up contact. More
often, several follow-up calls or e-mails are required. In either case, an effective approach
to follow-up will make a big difference in your business.
Follow-up Calls
Reaching millions through guaranteed media placements
19
20. Milestone Objection
example: I’m meeting with my client next week
Nail down date of milestone
Set call back 1 day after milestone
Try to see if there are any other milestones
Money
Find out if any can be repurposed (other buckets)
Find out when they could have money
Keep in touch
Monthly payment options
“I do that”
Explain service again
Focus on guarantee and time savings
Look like hero to boss/client
No Need
Find out when they might have a need
When they plan for next year
“I’d like to try just one as a test.”
One isn’t a very good test. It’s testing the materials,
not our service.
Objections
Reaching millions through guaranteed media placements
20
21. You “own” the contact not the company.
Don’t call someone who would be accessing the same budget as
someone else’s contact
Examples Yum Brands
RR Calling Pizza Hut No Conflict
MS Calling Taco Bell
RR Calling Pizza Hut Conflict
MS Calling Pizza Hut
RR Calling Pizza Hut No Conflict if
MS Calling Book It different budget
Lead Ownership
Reaching millions through guaranteed media placements
21
22. 1) They can afford us.
2) They want to reach the general public of the entire United States
Who is the right contact at any given organization? Its the person who can sign a contract to buy our
product. With the complexities of the agencies, companies, and other organizations with whom we deal,
discovering who this right contact is can sometimes be difficult. Here are some guidelines and suggestions
on how to find that person who can produce the best results
for NewsUSA--and you.
There are two basic methods of finding the right contact.
-Be direct and ASK a person within an organization who the decision maker is for our product.
-Team decisions are common
-Conduct a brief SEARCH using a resource such as Google or Yahoo.
-Keep the search brief--its only a basis for direct questions of the contact
-Searching for recent press releases sometimes yields a contact name.
-Combine the organization name with a job title in a Google search
-Some organizations list the name and contact information on their web site.
As a general rule, the following are the most useful titles to develop and pitch. Organizations vary in size
and the way their hierarchy is set up. In smaller organizations where there are fewer levels of hierarchy,
decisions are usually made by higher ranking people. Experience shows that Directors and Supervisors the
best because they’re accessible and can make decisions that yield sales.
USEFUL CONTACT TITLES
AGENCY CORP. or ORG.
Suitable Prospects
Reaching millions through guaranteed media placements
The Right Contact
Principal
President
VP Client Services
Director Client Relations Communications
Media Director Public Affairs
Associate Media Director
Senior Account Supervisor
Account Supervisor
Senior Account Manager
Account Manager
Senior Account Executive
Account Executive
Director of Digital Media
Dir. of Interactive Media
VPs Marketing
Directors of: Public Relations
Managers Marcom (Mktg-Comm)
22
23. Leave them rarely (not at all at first)
Should be short
Who you are
Where you are from
Phone number
Example - This is Richard Rothstein with NewsUSA.
Call me back at 703.462.2718.
Try to sound hurried, like a reporter.
No pleases, thank you’s, Mr. or Ms.
Cost $2750 per Story per Region
Print
4 regions: Northeast, Southeast, Midwest, West
Cost
Distributed through web site (only shown to registered users
in that region) and our print issue (with editor’s note)
No Guarantee of Placement
Social
Regionalized by optimizing for region specific keywords
Phone Messages
Reaching millions through guaranteed media placements
Regional
23
24. Reaching millions through guaranteed media placements
1) What does NewsUSA do for our clients?
2) What our Products are?
3) Why it’s of value?
4) Questions to ask prospects (10).__________________________
_____________________________________________________
_____________________________________________________
____________________________________________________________
_______________________________________________________
5) Visit competitors web sites.
Homework Night One
Napsnet.com
Napsinfo.com
ARAcontent.com
ARAlifestyle.com
statepoint.com
metroeditorialservices.com
familyfeatures.com
24
27. SUMMARY REPORT
NEWS USA
May 2, 2007
2841 Hartland Road, Suite 301
Falls Church, VA 22043
(703) 734 - 6300 / (703) 734 - 6313 fax
KNOWN PLACEMENTS TO DATE
Feature Placements Circulation ReadershipPub Date
Tips on Foot Care and Orthotic Devices 11/02/05 464 1,242,592 4,970,368
Foot-Care Tips for Winter Warriors 11/16/05 752 2,788,329 11,153,316
Skiers: Are Your Ski Boots the Perfect Fit? 12/07/05 184 772,402 3,089,608
Dashing Through the Snow? How to Choose Winter Shoes 12/21/05 416 1,117,422 4,469,688
5,920,745 23,682,980
The equivalent ad value of est. placement(s) is:
Estimated number of placements to date: 1,816
5,920,745 23,682,980
$631,883
Circulation and Readership: The circulation figure above is based on the estimated number of placements. Circulation figures
presented inside this report indicate the actual number of copies that each newspaper reports to us. "Readership" numbers are based
on the newspaper industry's own research showing on average that each copy of a newspaper is read by 4.0 readers.
Estimated Number of Placements: Clipping services "are seldom more than 35 percent efficient" according to Philip Lesly in The
Handbook of Public Relations and Communications. "On national coverage," he writes, "they frequently find no more than 25
percent of all stories appearing on a given subject." Each actual clip is therefore assumed to have run in three additional
publications making "Estimated Placement" four times the number of actual clippings received. Source: Philip Lesly, The
Handbook of Public Relations and Communications, Fifth Edition, Chicago, 1998.
Newspaper Chains: When several "chain" newspapers are published at the same location, usually only a small amount of the copy
changes from paper to paper to "localize" each one. If we receive a clipping from one of those papers, it is assumed that the clip was
also published in all the other papers of that chain.
The summary and detailed clipping reports contain information on your features that have publication
dates of 18 months or less. For any questions, please contact Genie Burn of customer service at
1-800-355-9500, Ext. 2041 or your sales rep:
The numbers presented in this report are based on the following widely-accepted industry standards:
For Real-Time Updates of your reports go online at http://www.newsusa.com/forms/NewsUSA/Log.ws4d
and entering the following ID and Password and then clicking "Submit"
Page 1 27
28. Feature:
Newspaper Date Circ. ReadershipCity, State
Publication Date:
NEWS USA
DMA* Market
DETAILED REPORT
May 2, 2007
Tips on Foot Care and Orthotic Devices
11/2/05
2841 Hartland Road, Suite 301
Falls Church, VA 22043
(703) 734 - 6300 / (703) 734 - 6313 fax
KNOWN PLACEMENTS TO DATE
Los Angeles Big Bear Life Big Bear Lake, CA 11,00009/07/06 44,000cc2
Los Angeles Big Bear Shopper Big Bear Lake, CA 11,00009/07/06 44,000cc2
Los Angeles Crestline Courier-News Crestline, CA 3,00009/07/06 12,0002
Los Angeles Desert Trail Twentynine Palms, C 4,80009/07/06 19,200cc2
Los Angeles Grizzly Big Bear Lake, CA 11,00009/07/06 44,000cc2
Los Angeles Hi-Desert Star Yucca Valley, CA 10,20009/07/06 40,800cc2
Los Angeles Lucerne Valley Leader Lucerne Valley, CA 1,70009/07/06 6,800cc2
Los Angeles Mountain News & Mountaineer Lake Arrowhead , CA 7,50009/07/06 30,0002
Los Angeles Yucaipa and Calimesa News-Mirror Yucaipa, CA 18,00009/07/06 72,000cc2
Atlanta Bowdon Bulletin Bowdon, GA 2,30004/26/06 9,200cc9
Atlanta Bowdon Bulletin Bowdon, GA 2,30004/20/06 9,200cc9
Atlanta Carrollton Times-Georgian Carrollton, GA 11,00004/26/06 44,000cc9
Atlanta Carrollton Times-Georgian Carrollton, GA 11,00004/20/06 44,000cc9
Atlanta Douglas County Sentinel Douglasville, GA 11,00004/26/06 44,000cc9
Atlanta Douglas County Sentinel Douglasville, GA 11,00004/20/06 44,0009
Atlanta Griffin Daily News Griffin, GA 13,00004/26/06 52,000cc9
Atlanta Griffin Daily News Griffin, GA 13,00004/20/06 52,000cc9
Atlanta Haralson Gateway-Beacon Bremen, GA 6,50004/26/06 26,000cc9
Atlanta Haralson Gateway-Beacon Bremen, GA 6,50004/20/06 26,000cc9
Atlanta Paulding Sentinel Douglasville, GA 10,80004/26/06 43,2009
Atlanta Paulding Sentinel Douglasville, GA 10,80004/20/06 43,200cc9
Atlanta Villa Rican Villa Rica, GA 4,00004/26/06 16,000cc9
Atlanta Villa Rican Villa Rica, GA 4,00004/20/06 16,000cc9
Phoenix (Prescott) Shopper News Wickenburg, AZ 6,00009/07/06 24,000cc14
Phoenix (Prescott) Wickenburg Sun Wickenburg, AZ 5,00009/07/06 20,000cc14
Denver The Parker Chronicle Parker, CO 7,00010/20/05 28,00018
Sacramento-Stockton- Auburn Journal Auburn, CA 14,07009/07/06 56,280cc19
Sacramento-Stockton- Colfax Record Colfax, CA 1,70009/07/06 6,800cc19
Sacramento-Stockton- Folsom Telegraph Folsom, CA 4,85009/07/06 19,400cc19
* DMA: Designated Market Area Page 1
: Chain Clipcc
28
29. Feature:
Newspaper Date Circ. ReadershipCity, State
Publication Date:
NEWS USA
DMA* Market
DETAILED REPORT
May 2, 2007
Tips on Foot Care and Orthotic Devices
11/2/05
2841 Hartland Road, Suite 301
Falls Church, VA 22043
(703) 734 - 6300 / (703) 734 - 6313 fax
KNOWN PLACEMENTS TO DATE
Sacramento-Stockton- Rocklin Placer-Herald Rocklin, CA 15,00009/07/06 60,000cc19
Sacramento-Stockton- Roseville Press-Tribune Roseville, CA 12,00009/07/06 48,000cc19
San Diego Long Beach Navy Dispatch San Diego, CA 10,00011/03/05 40,000cc26
San Diego Mira Mesa/Scripps Ranch Sentinel San Diego, CA 15,00011/03/05 60,000cc26
San Diego Navy Dispatch at Ease San Diego, CA 30,00011/03/05 120,000cc26
San Diego San Diego Navy Dispatch San Diego, CA 25,00011/03/05 100,00026
San Diego San Diego Navy Dispatch-AT EASE San Diego, CA 25,00011/03/05 100,00026
San Diego Ventura County Navy Dispatch San Diego, CA 6,00011/03/05 24,000cc26
Nashville Nashville Tennessean Nashville, TN 188,00001/12/06 752,00030
Salt Lake City Emery County Progress Castle Dale, UT 1,85609/07/06 7,424cc36
Salt Lake City Price Sun-Advocate Price, UT 5,40009/07/06 21,600cc36
Salt Lake City Richfield Reaper Richfield, UT 5,60009/07/06 22,400cc36
Salt Lake City Smart Shopper Price, UT 6,04809/07/06 24,192cc36
New Orleans Kentwood News-Ledger Kentwood, LA 2,20012/01/05 8,800cc43
New Orleans Tangi-Digest Amite, LA 2,50012/01/05 10,000cc43
Albuquerque-Santa Fe Gallup's Town Talk Gallup, NM 5,00012/07/05 20,00046
Las Vegas Laughlin Weekender Laughlin, NV 10,50009/07/06 42,000cc48
Wilkes Barre-Scranton Pottsville Republican & Evening HeraldPottsville, PA 28,61301/08/07 114,45254
Albany-Schenectady-T Jewish World Albany, NY 4,00012/29/05 16,00055
Des Moines-Ames Daily Freeman-Journal Webster City, IA 4,00004/02/07 16,00073
Des Moines-Ames Fort Dodge Messenger Fort Dodge, IA 21,80004/02/07 87,200cc73
Des Moines-Ames Marshalltown Times-Republican Marshalltown, IA 11,84704/02/07 47,388cc73
Cedar Rapids-Waterloo Dysart Reporter Dysart, IA 1,00004/02/07 4,000cc88
Cedar Rapids-Waterloo Tama County Shopper Tama, IA 13,22704/02/07 52,908cc88
Cedar Rapids-Waterloo Tama News-Herald Tama, IA 3,75004/02/07 15,000cc88
Cedar Rapids-Waterloo Toledo Chronicle Tama, IA 3,30004/02/07 13,200cc88
Cedar Rapids-Waterloo Traer Star-Clipper Traer, IA 2,50004/02/07 10,000cc88
Jackson, MS Magnolia Gazette Magnolia, MS 1,20012/01/05 4,80089
Baton Rouge Baker-Observer Baker, LA 2,00012/01/05 8,000cc96
* DMA: Designated Market Area Page 2
: Chain Clipcc
29
65. TO BE COMPLETED BY CUSTOMER SERVICE REPRESENTATIVE:
Date:_____________________________ Contract#_______________________________
SLUG:_____________________________________________________________________
TO BE COMPLETED BY THE ACCOUNT MANAGER/SALES REPRESENTATIVE:
Account Manager:__________________________ Date of Last Sale:______________
Status: New Client Existing Client Total Contract Amount: $_________
Product: Print Radio Hispanic Other ___________________
Accounts Payable Contract to be Invoiced: Mr/Ms. ___________________________________
Company Name:______________________________________________________________
Address:_____________________________________________________________________
City:_____________________________________State:____________Zip:_______________
Phone:___________________________________Fax________________________________
Email:_______________________________________________________________________
Editorial Contact (Name & Title: Mr/Ms. ___________________________________________
Company Name:______________________________________________________________
Address:_____________________________________________________________________
City:_____________________________________State:____________Zip:_______________
Phone:___________________________________Fax________________________________
Email:_______________________________________________________________________
Person to Receive Clippings: Mr/Ms. _____________________________________________
Company Name:______________________________________________________________
Address:_____________________________________________________________________
City:_____________________________________State:____________Zip:_______________
Phone:___________________________________Fax________________________________
Email:_______________________________________________________________________
Name of Product/Event Being Promoted:___________________________________________
Special Contract Information not Noted on Insertion Order:_____________________________
____________________________________________________________________________
____________________________________________________________________________
INITIAL CONTRACT INFORMATION FORM
2841 Hartland Road, Suite 301, Falls Church, VA 22043 Ph:703.734.6300 Fax:703.734.6314
65
66. Phone: 703.734.6300
Fax: 703.734.6312
www.newsusa.com
Fax cover sheet
NewsUSAReachingMillionsThroughGuaranteedPlacements
NewsUSA, Inc., 2841 Hartland Rd., Suite 301, Falls Church, VA 22043
Urgent For Review Please Reply Please Comment
This is page one of pages.
to:
coMPaNY:
Fax:
Date:
sUBJect:
FroM:
66
68. NewsUSA Labor Category Descriptions and Labor Rates
GS-07F-0396U
The following are the Labor Category descriptions and GSA Labor Rates. NewsUSA
uses these same labor categories for Advertising and public relations activities for our clients.
The Labor Categories are drawn from the NewsUSA Commercial Price List of labor categories
that are used for current efforts with clients. As a normal part of our estimating process, we
discuss with the client the job requirements, develop a schedule based on our understanding of
the work, apply resources to the tasks, estimate any ODCs that may arise from the project (in
concert with appropriate subcontractors or partners), and provide final pricing based on our
hourly rates for each identified labor category and the ODC costs.
* Please note that the same Labor Categories and Rates apply to the each of the following
SINs. To conserve space, we have listed the Labor Categories and Rates only once and
provided the SIN list below.
AIMS SINs
541-1/541-1RC
541-2/541-2RC
541-1000/541-1000RC
1. Principal Design Lead
Functional
Responsibility:
Strategically manages multi-faceted program, developing product and
service vision. Is responsible for building and successfully maintaining
integrated management structure and evaluating overall performance.
Manages sub-contractor and program financials. Meets regularly with
government program manager to discuss performance, propose initiatives,
and establish priorities.
Education Bachelors Degree or Equivalent Experience
Experience 10+ Years
2. Project Manager
Functional
Responsibility:
Manages team of program area experts. Develops, directs, and manages
strategic approach and strives to improve work processes, products, and
services. Meets with client regularly to ensure work meets/exceeds client
objectives.
Education Bachelors Degree or Equivalent Experience
Experience 7+ Years
68
71. Campaign Size Rate Per Feature
3 $13,500............................... $4,500
4 $18,000............................... $4,500
5 $22,500............................... $4,500
6 $24,000............................... $4,000
7 $28,000............................... $4,000
8 $32,000............................... $4,000
9 $36,000............................... $4,000
10 $40,000............................... $4,000
11 $44,000............................... $4,000
12 $45,600............................... $3,800
24 $84,000............................... $3,500
NewsUSA specializes in multi-feature
campaigns from three to twelve features.
These provide the best value and garner the
best placement results. Purchasing a series
of features ensures clients of receiving
better results while receiving NewsUSA’s
best pricing.
Why
you should do campaigns.
Please call for pricing on packages of one-column, three-column, regional or Spanish language features.
Each feature includes: free photograph, editorial consulting, feature writing, nationwide newspaper
and Internet distribution, actual newspaper clippings and placement reports.
Radio campaign pricing is the same as that for 2-column features.
NOTE: Campaign rates require prepayment, otherwise features are billed at $5,500 each.
Rates for 2-Column Feature Campaigns
2013R at e C ar d
NewsUSA , Inc., 28 41 Har tland Road, Suite 301, Falls Church, VA 220 43
Reaching MillionsThrough Guaranteed Placements
Phone : 703.734.630 0
w w w.newsusa.com
We distribute to:
Print................... over 10,000 newspapers
Radio.................. over 6,600 radio stations
Social media....... via our Blog, Facebook page
& Twitter Page
Evergreen vs. Seasonal Features
We recommend evergreen articles so you benefit from year-round placements.
If you require a seasonal feature, please allow three months lead time for the
newspaper editors and our production time.
71
72. Reaching millions through guaranteed media placements
Credit Card: American Express Discover MasterCard Visa
Card Number ___________________________________________________ Exp.____/_________
Name on Card ____________________________________________________ CSC Code_________
Billing Address (if different from above) ______________________________________________________
Electronic Funds Transfer (EFT) __________
Below is my signed agreement
Name_________________________________________ Title_________________________________
Company______________________________________ Product______________________________
Address_______________________________________ City____________ State______ZIP________
Phone_______________________________ Ext.___________ Fax____________________________
E-mail______________________________________________________________________________
NUSA Sales Rep._________________________________________________________________________
By signing below, the Client and/or Agency enters into a legally binding contract with NewsUSA. Timely payment is required regardless of production status and/or delays
caused by client copy review and/or approval process. Payment must be received in full before any content/copy is distributed by NewsUSA. Client and/or Agency agrees that
accuracy of information in each release is the Client’s sole responsibility. The Client and/or Agency indemnifies NewsUSA, Inc., and its representatives against any claims that
the information is not accurate. Copy produced by NewsUSA is copyright-free and may be freely used so long as attribution to NewsUSA is made in its byline so usage may be
tracked. This agreement is made in and governed by the laws of Fairfax County, Virginia.
___________________________________________________________________________________
Signature Date
2 Traditional Features &
Newspapers & news sites nationwide. 1,000 placements per feature
guaranteed between print and online or another free.
2 Social Syndication Features
We write your story to appeal to Social Media, distribute,
and report back in 6 weeks.
Purchase Contract
This is an order to purchase production for the following items on behalf of:
Company (Client):
rev 5-132+2
$17,000
NOW$10,000
72
73. Credit Card: American Express Discover MasterCard Visa
Card Number ___________________________________________________ Exp.____/_________
Name on Card ____________________________________________________ CSC Code_________
Billing Address (if different from above) ______________________________________________________
Electronic Funds Transfer (EFT) __________
Below is my signed agreement
Name ________________________________________ Title_________________________________
Company ________________________________________________________________________
Address ______________________________________ City __________State ________ZIP________
Phone ________________ Ext. _______Fax ________________E-mail_________________________
NUSA Sales Rep._________________________________________________________________________
By signing below, the Client and/or Agency enters into a legally binding contract with NewsUSA. Timely payment is required regardless of production status and/or delays
caused by client copy review and/or approval process. Payment must be received in full before any content/copy is distributed by NewsUSA. All invoices are due upon receipt
of invoice and that by signing you agree to those terms. Client and/or Agency agrees that accuracy of information in each release is the Client’s sole responsibility. The Client
and/or Agency indemnifies NewsUSA, Inc., and its representatives against any claims that the information is not accurate. NewsUSA guarantees 100 placements per English
print feature, and 400 air plays for each radio. NewsUSA uses the industry multiplier of one (1) clip being equal to four (4) placements. NewsUSA provides one (1) clip to the
client/agency as a representation of clips from all newspapers within a newspaper chain. Copy produced by NewsUSA is copyright-free and may be freely used so long as
attribution to NewsUSA is made in its byline so usage may be tracked. This agreement is made in and governed by the laws of Fairfax County, Virginia.
___________________________________________________________________________________
Signature Date
Reaching millions through guaranteed media placements
Subtotal $
Quantity Discount $
Total Order Amount $
Purchase Contract
This is an order to purchase production for the following items on behalf of:
Company (Client):
2-Column Print Feature(s) @ $5,500 each $
We distribute to thousands of newspapers.
We also distribute to web sites and Social Media via our Blog, Facebook page & Twitter Page.
Radio Feature(s) @ $5,500 each $
We distribute to over 500 radio stations.
Social Syndication Feature(s) @ $2,500 each $
We write your story to appeal to Social Media, distribute, and report back in 6 weeks.
73
75.
NewsUSA Release Agreement For Company Name
PROPOSAL/LETTER OF AGREEMENT
Monday, May 10, 2010
Ms. First Name, Last Name
Company Name
Address Line 1
Address Line 2
City, State, Zip
Re: Newspaper, Internet, Social Syndication, And Radio Campaign (Choose)
NewsUSA is pleased to present this agreement to Company Name to accomplish visibility goals
through distributing nationally syndicated content feature(s) to a designated number of daily and
weekly newspapers, news and wire services and social media destinations including Twitter,
blogs and social news websites.
SERVICES INCLUDE
• Feature consultation and development
• Search engine and social media friendly writing and editing
• Printing, delivery, clippings and visibility/engagement reports including comparable
advertising space value reports
PRINT FEATURE
Feature(s) will be distributed by direct electronic feed, in camera-ready format, and will be placed
on the Internet via NewsUSA's influential homepage, RSS feeds, blog, and Twitter accounts.
NewsUSA will deliver clipping reports beginning ten (10) weeks after media pick up; these
reports will continue to be sent on a monthly basis for eighteen (18) months from delivery (date
feature was distributed).
Although public relations placement is subject to individual editorial discretion, NewsUSA offers
the following courtesy guarantee: each print feature must receive placements in at least one
hundred (100) newspapers. If the placements do not equate this number within a six (6) month
period, NewsUSA will re-write and/or re-distribute the feature at no cost.
75
76.
SOCIAL SYNDICATION
NewsUSA will create a social media friendly story, drafted specifically to resonate with media,
journalists and end users who are active in social web channels. Per NewsUSA Social
Syndication process, NewsUSA guarantees distribution and promotion of content on a minimum
of 30 social media destinations for a combined reach of 30 million users. If the placements do
not equate this number within a six (6) month period, NewsUSA will re-write and/or re-distribute
the feature at no cost.
Each Social Syndication feature includes measurable and accountable results, illustrated with
reports on Ad Value Equivalency (AEV), Reach, SEO, social media, and content interaction and
engagement metrics.
COMPANION RADIO
NewsUSA will convert two print features to :30 and/or :60 second radio broadcast news features
and distribute them to a designated number of radio stations nationwide. NewsUSA services will
include: feature consultation and development, writing and editing, delivery, tracking and
coverage reports based on station verification.
76
77.
PROPOSAL/LETTER OF AGREEMENT
Re: Type of campaign
Date
Name, Company Name
RATES
X Two-column print features @ $5,500 ......................................................................................................... $XX,XXX
X Companion radio feature @ $5,500............................................................................................................ $XX,XXX
X Social Syndication feature @ $2,500.......................................................................................................... $XX,XXX
Subtotal.......................................................................................................................................................................... .................$XX,XXX
Radio features credit..................................................................................................................................... -$XX,XXX
Prepayment discount..................................................................................................................................... -$XX,XXX
Total package discount price...................................................................................................................................... .................$XX,XXX
DISCOUNT PRICING DEADLINE
This Letter of Agreement must be signed and received via fax by date. NewsUSA reserves the
right to withdraw discount pricing after this date.
The package discount price will be available only for goods and services obtained in the
quantities specified above; otherwise the price will be at the full single feature price.
Billing will be "Net Due Upon Receipt of Invoice." This Agreement is governed by the
laws of and shall be enforced solely in the Commonwealth of Virginia.
Company name will have final approval on all copy and agree to hold harmless and defend
NewsUSA from its content and publication.
NEXT STEPS
Please indicate acceptance of this Agreement by signing below, then fax the original to: Richard
Rothstein, EVP of Sales and Marketing at Fax: (703) 734-6313.
77
78.
AGREEMENT
PROGRAM DURATION Start Date: May 1, 2010 End Date: October 31, 2010
SERVICE MONTHLY PAYMENT
Add $XX,XXX
COMPLETE INFORMATION FOR ONE PAYMENT OPTION
PAYMENT OPTION #1 – ELECTRONIC FUNDS TRANSFER (EFT)
MONTHLY DATE OF EFT ��1st
� �15th
TYPE OF ACCOUNT: ��Checking
� �Savings
Financial Institution Name: _________________________________________________
Routing/ABA Number: _________________________________________________
Account Number: _________________________________________________
PAYMENT OPTION #2 - CREDIT CARD PAYMENT
TYPE OF CREDIT CARD ��Visa
� �American Express
��MasterCard
Name on Card: _________________________________________________
Card Number: _________________________________________________
Expiration: Month ________ Year ________________
3 digit security #: _____________
PAYMENT OPTION #3 - INVOICE
CONTACT INFORMATION
Main Contact Name: Name
Main Contact eMail: email ____________________________________________
Work Phone: XXX-XXX-XXXX ___________________________________
Billing Contact: ________________________________________________
eMail: ________________________________________________
Work Phone: ________________________________________________
Address: ________________________________________________
City: ________________________________________________
State: ________________________________________________
Zipcode: ________________________________________________
ACCEPTED BY COMPANY NAME
Print Name Title
Signature Date
Please fax entire signed agreement to:
NewsUSA FAX: (703) 734-6313
78
