Online resources: News4Media

Founded 2005

Users 245,000 PROs; 55,000 journalists
Cost £800-£5,000 annually depending on categories signed up to

Henry Hemming owns the UK licence to run News4Media, a concept that was developed as Trav4Media in Australia, and originally launched in the UK in 2003. He says: ‘Many journalists get up to 400 press releases a day. They struggle to find what is most relevant. We allow them to sign up to a range of 12 daily press release digests.’

Hemming explains the high number of users of the site by saying many are one PRO or journalist signing up to several categories. He estimates that he has around 50,000 people signed up in total.

Users can distribute as many press releases as they want. Hemming says: ‘If they have a strong story and write it well it will be read by 20 to 40 journalists and very often this will result in a couple of good articles.’

His clients also get access to the 4Media journalist alerts. Through these, journalists request information or expert comment for a specific article they are researching. Hemming says that there are now more than 1,000 of these going through his system every month.

George Shaw, MD at agency Avocado Media, says: ‘I use News4Media, and it’s useful, particularly for contacting freelancers. Pushing against an open door does allow for the targeted pitching of potential stories. The service is subject to abuse though. There are too many bloggers who try to blag free products, and lazy journalists who send out urgent alerts trying to find out who does the PR for a certain brand.’

News4Media plans to launch four new categories this year, and is investigating launching into France and Germany. Hemming concludes: ‘There are more companies entering this sector, but it’s really only the established players that have the scale to be credible. With our sector-specific focus and user-friendly design we will continue to offer a great service to thousands of journalists.’


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