VNR1 delivers content to a wider audience

VNR1's digital news releases email multimedia content including HD video, audio, photos, press releases, graphics, social, and related links in downloadable formats to up to 25,000 traditional and online media with 3 months of 24/7 media access.

Specs
VNR1's digital news releases email multimedia content including HD video, audio, photos, press releases, graphics, social, and related links in downloadable formats to up to 25,000 traditional and online media with 3 months of 24/7 media access. Various monitoring and reporting functions are included.
 
Cost
Ranges from $3,600 to $5,800 per release.
 
Ownership
Privately held.
 
User
Jann Ingmire, director of media relations at the Journal of American Medical Association (JAMA) Network has been using VNR1's digital news release since late 2010.   
 
How do you use it?
VNR1 emails a big distribution list with a link that opens to a beautiful template showing a print news release, a video news release that we call the JAMA Report, a radio report, some extra b-roll, and sound bites. The cover of JAMA is available for download and we provide links to our main website, media room, and the featured researcher's institution.
 
We send VNR1 the elements each week.
Recipients can download HD video, SD video, or mobile video. Audio can be downloaded as an mp3 or wave file. There are social network buttons if people want to share.

We haven't had any problems. They've never missed sending out a DNR, and there's never been a problem with something not working. It's worked remarkably well for us. If there was a problem I'd call and they'd take care of it.

How does it serve your business needs?
JAMA is a general medical journal and has a very public health focus. The mission of JAMA and of the AMA as a whole is to promote the science and art of medicine and the betterment of the public health. One way we do that is through media relations, by making the video, audio, and print news releases available to the media in order to get the information then to the public.

We highlight one study from JAMA in the DNR each week. This year we'll do 48 weekly releases, which is how often JAMA publishes.

This tool is a phenomenal way to increase reach, and it's put together in a beautiful package. All the elements that go with a particular study are in one place, so it's a one-stop shop for media.
 
Last fall, JAMA published a study on the association between alcohol consumption and an increased risk of breast cancer in women. We produced a VNR as part of our 25-year-old JAMA Report video series that resulted in 916 broadcasts with an estimated TV audience of 288 million viewers. It was our biggest video of the year.
 
We got an additional 1,680 hits on the Internet and a possible audience of 189 million, according to the data on unique online visitors each week to those websites. In that way, the DNR has been an important tool for getting our content out to a wider audience, as more people are getting information from websites.    
 

How does it integrate with your existing infrastructure from and IT standpoint?
It's Web-based so it doesn't have to integrate with our infrastructure, which is great.  

What are the main benefits?
It consolidates all our information for one particular study in one place and provides easy distribution.

It helps us to expand reach to the public in a way we hadn't previously been able to do and track it.
Along with this, it's also a nice benefit for the researchers we feature because it gives them a whole package that they can post on their websites, and so on.  
 
What are the main drawbacks?
Not that it's really expensive, but wish I had the budget to do more.
 
What would you like to see improved/added?
I'd like to be able to highlight content from our other journals in these DNRs, but that's not a VNR1 issue – it's a resource issue on my end.

They're very responsive and have added many things that I didn't ask for but that have helped the look and functionality of the product.

Competitors
Business Wire: distributes press releases with photos and videos and offers customizable interactive web pages (Smart Marketing Page).

Brightcove: offers an online video platform that includes delivery, syndication, and analytics features.

PR Newswire's ARC: distributes multimedia content to websites, blogs, social networks, video sharing sites, media outlets, and journalists. It includes the ability to update content after it's distributed, and to measure activity and engagement.

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