The first question in the Collegiate Presswire 2001 Editorial Survey asked
student journalists how they prefer to receive press releases. Tossing
aside the fax machine and letter opener, respondents overwhelmingly chose
e-mail as their preferred method of delivery, with 62 percent of
respondents selecting it. A distant second choice was receiving press
materials through the U.S. mail, preferred by only 15 percent of
respondents. Releases sent via fax and ones read online garnered third and
fourth place, respectively.
Student editors, much like their professional counterparts, also prefer to
receive press materials early in the week to allow for deadlines and
writing time. Approximately 37 percent of respondents chose Monday as
their preferred day to receive materials. Wednesday turned out to be the
lowest answer, with only 6 percent of respondents selecting it.
America's student editors are particularly interested in two topics,
according to the survey. Some 80 percent of those surveyed prefer arts and
entertainment-related press releases most, while 50 percent choose
career-related news and press materials as their favorite. Some 86 percent
of the respondents said items of local interest had the best chance of
making their publication, while 72% said topics relevant to the audience
were important. Other factors governing whether your press release makes
it into print included timeliness (67%) and whether the paper needed
content for a particular issue (64%)
The Internet plays a key role in the newsgathering process, the survey
revealed. Regarding electronic delivery of press materials, 80 percent of
those surveyed stated they would use photos or graphics, if appropriate,
from an online news service.
Student editors use press releases in a variety of ways. While a clear
majority of respondents (68%) chose to turn them into stories for their
paper, 47 percent answered that they use them for reference or
supplemental information. A small minority, interestingly enough, run them
verbatim, according to 17 percent of respondents.
Collegiate Presswire surveyed attendees at the annual National College
Media Convention, held Nov. 9-10, 2000, in Washington, DC. The 130
respondents included editors, writers, advisers, moderators and
administrators of campus media. The full survey results are available in
slideshow format on the Collegiate Presswire site at
Collegiate Presswire indicates it is the leading electronic distributor of
press materials and press information to over 700 student editors,
advisors and reporters at more than 600 college and university newspapers,
higher education trade publications and student-oriented web sites and
magazines on a daily basis via e-mail, fax and the Internet.
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