Using Your Media List, a Press Release Service, and Buying Mailing Lists

As with most forms of marketing and publicity, it's best to do your prep work well before you will need it. Start way ahead and you'll reap the benefits. Leave it to the last minute and you'll be shocked at how ineffective your efforts are.
Your Media List:
Having your own media list that you develop over time is priceless because you can build relationships with the people who have the power to help you.
Start with a spreadsheet, set up some columns for the contact info and list each publication down the left side as you gather them. Start with the obvious, like your local papers and TV stations, and fill in more as you think of them. Select publications that attract your audience and add those.
* DO check their website for instructions on how to submit press releases, and follow them to the letter (or risk having yours put in the trash bin).
* DO take the time to find out the name of the person in charge of receiving press releases so you can send directly to them. Over time make the effort to get to know that person so they will know YOU when they see your information.
* DO review their "editorial calendar" so you'll know what they'll be writing about in the upcoming year, and time your press releases to best advantage.
* Don't forget to makes notes about all of this on your spreadsheet.
Yes, it's work and it takes time. But truly, it will pay off for you handsomely in the long run. Artists have gotten more press releases included in publications than I can count because they took the time to call and speak to their contact person. They keep notes about them, and each time they speak with them they build on the relationship.
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Buy Business Mailing Lists

Business mailing lists considerably increase the power of a company’s marketing campaign. Many companies buy mailing lists to help bolster their advertising. These lists target consumers by demographic lifestyles and purchase behavior, and target businesses by standard industrial classification (SIC) code, sales volume or size.  Mailing list brokers or vendors like MartinWorldWide.net, VendorSeek.com, AllMedia Inc.com, ListShopper.com, InfoUSA.com and GuaranteedLists.com rent or sell their buy mailing lists to advertisers. In most cases, the mailing lists put on sale are actually rented from the owners. This rent transaction mostly works on agreements for one-time use, as well as unlimited usage for restricted time periods. List owners insert dummy names to track the use of their lists and ensure that they are not used beyond the agreement parameters. List owners also usually want to review the direct mail piece or telemarketing script before they rent the list.  Lists are usually sold for single use (a premium needs to be paid for multiple uses) and cost between $65 and $85 per thousand records. These lists come in disk, tape, and printouts or pressure-sensitive labels. Residential lists are cheaper, at $20 per thousand. List owners usually keep a minimum order requirement.  Using the right B2B mailing lists can mean a profitable direct mail campaign. It is important to locate targeted mailing lists that have well-known sources and a track record of getting high responses.