If I did not call about a release, he just let it run into the trash. Releases are sent to inappropriate or unrelated sources. Most ad-carrying print publications offer an editorial calendar that can help you schedule topical releases. So your release can get not only get to the right contact but also at a time when your contact needs the information most. That can help improve your chances of seeing your release in print.
Marketers treat email releases like a direct marketing tool.
If so, they're defeating themselves. The Internet has a culture against unsolicited email and going against a groups cultural values is bad public relations. A paper press release has the luxury of length because it's easier to scan. Rambling email releases have to be scrolled which makes scanning difficult if not impossible. Plus, the impact of email lies in its brevity.