PR Newswire Delivers Optimized News Releases for Mobile Devices

PR Newswire and iCrossing enhance Search Engine Optimization technology to meet growing demands in mobile search

Los Angeles, September 13 /PRNewswire/-- PR Newswire today announced that mobile optimization has been added to its Search Engine Optimization (SEO) service, making it the first distributor of news releases to meet the formatting and technological requirements specific to mobile devices.

Issuers of news releases will benefit by receiving detailed reporting data on which mobile search sites are generating traffic, and which search terms are being used by cell phone and PDA owners to find specific releases. The service, which went live in beta form today, was demonstrated publicly at the CTIA Wireless I.T. & Entertainment in Los Angeles. It will be included at no additional charge as part of PR Newswire's premium US1 newsline.

"People using their mobile devices to search the web should be able to access news releases that are formatted for the small screen. We're committed to solving that problem," said PR Newswire Chief Operating Officer Dave Armon. "By enhancing our SEO service with mobile search optimization, PR Newswire customers will gain access to a much larger audience of potential customers, investors and business partners."

Powered by iCrossing, the mobile search enhancement to PR Newswire's SEO service enables customers of PR Newswire to develop and distribute releases that are equally attractive to browser and mobile search engine formats. Key to PR Newswire's SEO service is its ability to increase the exposure of a release by ensuring its placement at the top of searches related to keywords within the announcement. The addition of mobile functionality extends this capability to mobile devices by creating a version of the release that renders quickly to the mobile medium. As a result, PR Newswire's SEO service now provides extended reach into the mobile audience, allowing maximum value to the mobile consumer.

"In today's competitive environment, it is essential for brands to stay in front of their audiences. Mobile search optimization will increase overall brand visibility for PR Newswire and its customers while creating a better overall experience for end-users," said Jeffrey Herzog, CEO, iCrossing. "We are focused on helping PR Newswire's customers deliver the right message, to the right audience at the right time by integrating, formatting and optimizing content for the mobile marketplace."

In addition to greater mobile search exposure, PR Newswire's SEO reporting site has been upgraded to include a breakdown of mobile visitors, including detailed demographic data of the search engine, keyword choices, and the click-through rates that originate from each mobile channel. These enhancements extend recent upgrades that strengthened the service's reporting features to allow customers to get a clear indication of the number of views a news release generated based on each keyword and the number of click-throughs from embedded URLs.

Armon continued, "According to industry data, approximately 17 million Americans subscribe to mobile data services. By 2007 this number is expected to jump to 70 million. For customers of PR Newswire, it will be increasingly important to reach this audience, which is currently a fragmented group, but like traditional online users, should soon coalesce to become a very powerful medium for advancing a company's messages and product offerings."

About iCrossing

iCrossing is the interactive marketing agency that uses search-derived insights to deliver the right message to the right people at the right time with the right metrics. Headquartered in Scottsdale, Arizona, with offices located in Atlanta, Chicago, Dallas, New York and San Francisco, iCrossing was named the 2005 Agency of the Year: Best Search and one of the Top 25 Interactive Agencies by OMMA: The Magazine of Online Media, Marketing & Advertising (OMMA). It also ranks as a "Top 50" interactive advertising agency according to Adweek, Media Magazine and Advertising Age. For more information, please visit http://www.iCrossing.com.

About PR Newswire

Now in its 52nd year, PR Newswire Association LLC (http://www.prnewswire.com) provides electronic distribution, targeting, measurement and broadcast services on behalf of some 30,000 corporate, government, association, labor, non-profit, and other customers worldwide. Using PR Newswire, these organizations reach a variety of critical audiences including the news media, the investment community, government decision-makers, and the general public with their up-to-the-minute, full-text news developments.

Established in 1954, PR Newswire has offices in 11 countries and routinely sends its customers' news to outlets in 135 countries and in more than 40 languages. Utilizing the latest in communications technology, PR Newswire content is considered a mainstay among news reporters, investors and individuals who seek breaking news from the source. PR Newswire's leading services include ProfNet ExpertsSM, eWatch™, MEDIAtlas™, Search Engine Optimization, MediaRoom, MediaSense™ and MultiVu™. PR Newswire is a subsidiary of United Business Media plc of London.

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