It's easy, it's almost free. Media people are driven by substance. Content is king. They are constantly on the look out for new information and ideas of interest and importance to their readers. E-mail is becoming a frequently used technology to acquire current information direct from the source.
Some journalists prefer e-mail press releases to paper, faxes and the telephone.
Some are kicking and screaming as they are dragged into the 21st century. Many use it to supplement their ordinary business communications and to avoid phone tag. E-mail is the most effective tool on the information superhighway. It's open 24 hours a day, and it's here to stay. People will have to learn new skills to make the most of it.