Using Mat Releases to Reach Different Markets


For clients seeking to extend brand communications into secondary and tertiary markets, the Mat release is a tried-and-true approach. Also known as a matte release, syndicated content or advertorial, this PR tool meets the needs of the shifting landscape of America’s newspapers and media outlets. A mat release is sponsored content primarily aimed at publishers of community newspapers and free family publications and “penny savers.”


Rather than relying on the Mat release vendor to write and illustrate articles, NewmanPR wrote the copy and selected the artwork for Mat releases. The approach, which was borne out by results, was to tap into a current trend, illustrate how the client’s brand fulfilled the trend and then at the end of the article offer a call to action for the client.


NewmanPR has had excellent results with mat releases by tying the brand to a current trend. We executed one for the Florida Keys account in early 2020, and by August the results were astounding. For an outlay of less than $6,000, the release generated 4,400 articles in all 50 states with a total readership of 6.8 million and online potential impressions of 77.1 million. The print placements had an approximate ad value of over $22,000, for some serious ROI.