The number of times the story was reprinted is impossible to tally. There was news here. I didn't have to dig too hard to see that Jeff's greeting cards were newsworthy in and of themselves. Too many people send out news releases without any news. They are thinly disguised ads.
Editors hate ads.
We tied it to current news. Valentine's Day was right around the corner. While Jeff didn't want to tie his release to that event, I knew that doing so would cause the media to grab his release. It helped make his news relevant. Whenever you can tie your product or service to existing news, you up the odds in being used by the media.