Newswire companies are quickly consolidating. At the end of last year Cision (who had previously merged with Vocus) purchased PR Newswire from UBM. Similarly, just last week, Nasaq acquired Marketwired. According to Diana Bradley
PR professionals haven't seen a decline in service post-consolidation; however, they have indicated that they would like the companies to be more innovative.
Bradley spoke with Mark McClennan, APR
, PRSA's 2016 National Chair, for his opinion on the consolidation. McClennan indicated that the conslidation is a net positive for the industry because it will "heighten competition among release-distribution services" and will push each other to innovate. "I have not seen any endemic issues with the consolidations," said McClennan. "[MSLGroup] works with a number of different newswires, and we are happy with them all; if there are ever any hiccups, they are one-offs."
McClennan also said that he believes the newswires have improved their analytics, which is important for PR reporting and evaluation. "I used to talk to newswires and ask if the numbers were real; I would question the accuracy and if it was reaching the right audience," said McClennan. "As I am microtargeting, that kind of insight is essential."
Subscribers may read the full article, Clients see benefits in newswire consolidation but want more innovation
, on PRWeek.com.