On the outside of the mailing envelope, the publicist had handwritten the band's name, the venue name and date of performance in dark ink. Then she highlighted these notes in bright green. The editors and reviewers who receive packages like this know in an instant what they're about and why they are timely. Especially with regard to media people who already knew of the band, this simple technique helped the group avoid the slush pile. If your band is on tour and promoting a string of dates along the way, you definitely want to notify the media in each city where the group performs.
Some publicists craft a separate press release for each city, which if fine.
The one-sheet system is fine and dandy, but editors still have to scan over the document in search of the relevance to their specific city. And quite often, these packages are sent to music media in cities not even on the tour schedule - which wastes editors' time searching for a concert date that's not even there. The harder you make them work, the less recognition you'll get. That way, the line will stand out in the overall listing of tour dates. This will take a few more minutes to coordinate when putting together your press kit mailings.