|The Internet—introduction||Using the Internet effectively||Print media use study|
|Making Web pages better||Technology marketing models||Conclusions||References|
Even so, cyberspace can be a particularly effective place to introduce new technology. There are many web sites dedicated to cutting-edge concepts and ideas; many of these web sites resemble highly specialized magazines. Unlike magazines, however, visitors to the majority of these web sites need no subscription. Most require no additional fee to access the information they offer. Many of them also provide links to recent press releases about new technology.
The Web has the advantage over other media in that it can immediately connect users to information resources throughout the world. Instead of riffling through papers to find a company’s news release, a user simply clicks on a link that will take him there. He does not have to "channel surf" to find the news he wants to watch—he can search the entire Internet for specific events and their related stories. As a result, news release sites have sprung up all over the Web. For example, PR Newswire is a site to which press releases can be sent via e-mail or fax. There are also many Web-based companies that specialize in sending electronic press releases to online niche magazines and trade publications. Although some of these companies will also write the releases (for an additional fee), others only accept previously written material. Most of these services offer to disseminate the information to over 800 online editors.
Electronic press releases have other functions as well. Some print journalists browse the Web looking for releases on special topics. Since Web publishing is more immediate than traditional print publishing, press releases and niche stories often appear on the Internet before they are disseminated via mail or faxed to reporters and print journalists.