Most editors get hundreds of press releases every week.
Seldom do they have the time to read every single announcement. Some press releases don't stand a chance of being read depending on the editor. If they do not immediately recognize the contact name or if they're just having a bad day, your announcement may be tossed before they get to the second graph. Sometimes your press release never even makes it to the correct editor. It may get stuck in the fax machine or the mail room may accidentally deliver it to the circulation department.