By now, most businesses are well aware of the importance of press release distribution. The practice is well established as a means of generating attention for the releases, driving traffic to various URLs, and developing a positive reputation for these enterprises. What is less established, however, is the press release distribution pricing system.
Many entrepreneurs, especially those newer to press release distribution, are often confused about the right amount to pay for the service. And with more options than ever before, the question is even more important. So, it’s worth taking a look at how much a press release costs, the top distribution services, and what you should be paying.
What Does Press Release Distribution Involve?
Since this article is about paying for press release distribution, it’s worthwhile to know what exactly the service involves. At its core, press release distribution takes an existing press release and sends it to different relevant sites. The service in question typically has a pre-existing relationship with these sites, which means it can easily have the releases published on them at any given time.
Rather than individually contacting the websites yourselves and negotiating publication, the service does all this in one fell swoop. On top of getting the releases published on high-profile sites, some of which the business could not secure by itself, many add-on services are included, such as editorial support, SEO benefits, images, and much more. As the industry becomes more saturated, these services are trying to stand out by including article generation, social media posts, and much more.
Factors Impacting Distribution Costs
A quick look at the press release distribution market will show you that not all platforms are made equal. So, how much does a press release cost? Some distribution services will cost you a few hundred dollars at most, while others can run into the tens of thousands. This is due to several factors, some of which are as follows:
- Calibre of Platforms: This is perhaps the most important factor, as getting published on a website with millions of readers will be obviously more expensive than publication on a different one with only a few thousand readers. Keep in mind that press release distribution services are essentially middleman services. This means that they are impacted by how much the publication itself will charge them. If the websites they are granting access to already charge thousands of dollars for a single publication, this inevitably increases the price of their overall services.
- The Number of Platforms: It goes without saying, but getting published on 30 different publications at once will be more expensive than getting published on 10. Depending on how many publications you are being granted access to, the price can increase or decrease.
- Region: Many of these businesses offer publication to various sites based not just on readership but also on niche and region. A finance-focused website will be priced differently from a gaming-centered one, for example. Similarly, many publications in the West are more expensive to get access to compared to those in places like Asia or Latin America.
- Additional Services: As we’ve said, many press release distribution services try to set themselves apart with several additional services like editorial support and images. Depending on the quality of these services, it could mean a few extra dollars added to the cost or even hundreds.
- Turnaround Time: Some businesses, when patronizing press release distribution services, want a quicker turnaround time, sometimes under a few hours. If you choose this, you’re almost certainly going to pay a premium, which drives up the cost.
The Spectrum of Press Release Distribution Pricing
PR Newswire
While PR Newswire is considered one of the best press release distribution services on the market, it is also one of the most expensive. Generally speaking, its fees are broken down as follows:
Membership: One of the first costs you would pay for this platform is its membership. Unlike many other options, you can’t just submit a press release through PR Newswire, but instead, you need to pay for an annual membership. This is priced at $195–$249 per year.
Local Distribution: For a single press release of about 400 words distributed to local platforms, you can expect to pay around $305.
National Distribution: For distribution of a similar press release on a national scale, you’re looking at around $805 to $1,300.
International Distribution: International distribution on this platform is known to cost thousands, with some previous customers reporting paying $5,000 or more for a single press release.
Increased Word Count: The previous quotes were based on a 400-word press release. Every additional 100 words costs $245 each.
Add-on Features: If your press release includes photos or videos, you can expect to pay an additional $305. If you want the release to include your logo, an additional fee of $405 is expected.
BusinessWire
Another top-rated press release distribution service in the industry, its own newswire pricing is slightly more affordable than the first option. This is mainly because there is no annual fee associated with using the service, but instead, you pay as you use.
Local Press Release: A 400-word press release distributed to local publications in the United States is priced at a $475 base rate, with potential price increases depending on upsells and additional features.
National Press Release: It’s been reported that BusinessWire charges $760 for up to 400 words, and $195 per additional 100 words when the press releases are being distributed nationally.
International Distribution: If a business is aiming for international distribution, it’s been speculated as being priced between $2,000–$5,000.
Customised Plan: One thing that stands out on the BusinessWire website is that customers often have to fill out a form to get it customized quote for their services. As such, many of these reported prices might end up being higher or lower depending on what you want.
GlobeNewswire
Another top press release distribution service, GlobeNewswire, is slightly more affordable than the previous two but still not considered cheap.
For example, it charges a $350 base price for a 600-word press release. This means that customers can get a little more mileage for their money while still being distributed nationally or locally. An extra 200 words in the press release will set you back about $280; there is a $100 charge for including your company logo and $200 for an image. Potential customers are also encouraged to request a quote to find out exactly how much it will cost.
Key Considerations
Perhaps the most common thread in the three press release distribution services we’ve looked at is that their prices are not set in stone. The press release can cost a bit more depending on extra words, whether the distribution is national or international, and much more. Again, customers are told to reach out for a custom quote, which means there is a bit less transparency than they might want.
XpressWire as an Alternative Option
With all of these in mind, the PR sector has responded with a number of alternatives that address consumer pain points. One of these is XpressWire, a press release distribution service that offers transparency, flexibility, and accessibility to customers.
- Pre-designed Packages: With XpressWire, there is no need to message for a custom quote. Instead, packages are listed on the website with clearly defined prices, the list of publications you will have access to, and the add-on services.
- Customizable Experiences: While the pre-designed packages certainly cut through a lot of noise and create transparency, customers can still reach out if they desire a customized experience.
- Affordability: XpressWire packages range from a few hundred dollars to thousands of dollars. This means that, unlike some of the other options in the market, you’re not automatically priced out.
How It Works
XpressWire has a very straightforward system that eliminates friction within the buying process. First, customers are advised to visit the websites and look through the existing packages for whichever suits them.
Once they choose a package that meets their needs, they can simply make a purchase via the website. This involves uploading their press release, filling out a specific form and making a payment. Once this is done, the press release will be distributed to the various websites, and confirmation will be sent to the customer. Typically, this happens in a matter of hours without any need for back-and-forth.
If the customer wants a customized experience, they can reach out to the team to create a custom list of publication sites, write the press release, and so on. This also takes a few hours to a few days, depending on the complexity.
Conclusion
While press release distribution has proven to be one of the most effective marketing tools in the industry, newswire pricing remains a source of discussion and debate. Many consumers still find themselves asking how much does a press release cost? While many of the big press release distribution services offer a lot in terms of access, their pricing cuts out many from the market. The good news is that there are alternatives both in terms of price and ease of engagement. Feel free to visit our packages page here at XpressWire to discover the ones that work best for you and meet your needs.