Every six months it has increased to 3,700, then to 5,700, then to 7,500, then to 9,000, now to over 10,000. It means that e-mail PR is not a replacement for conventional PR, but it is a good supplemental tool, when properly used. For those who have predominantly web or computer oriented products, books, or services, it is the primary tool. For those with non-web or computer based focus, other publicity techniques will be more productive. It depends on the news release and where it is sent.
Content is still king.
They run with news that fits their readership interest. But for many media industry areas, the lions share of the media still rely on faxes, telephones, and street mail. Thus you need to utilize multiple techniques to have an effective publicity program. The biggest beef these media executives had with e-mail PR, is that people don't target carefully enough. They tend to send news releases to media who just couldn't use the news because of their particular editorial and readership interests.