To determine the optimum number of contacts for an audio news release, you should look first at the demographics and geographics that make sense for your story. For instance, if you have a story regarding breastfeeding, you will want to target a mostly female audience, which will include adult contemporary, classic hits and soft-urban stations. If your primary focus is a particular geographic area, such as a state, you’ll want to look at the number of stations available in that state to pitch, and go after the biggest and best stations first.
If you have a general audience audio news release, look at whether you want placements on top-25, top-50 or top-100 markets. For top-25, 100 contacts is typically ideal; for top-50, 150 contacts works best; and top-100, 200 contacts or more will be your best bet.

Answer submitted by Lynn Harris Medcalf,
Executive Vice President, News Generation, Inc.

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