A mat release (also called a matte release) is a type of advertorial article associated with public relations and advertising. [1]
The mat release is a short, feature story designed to appear like a newspaper article but contains persuasive communication in promotion of a product or idea. [2] Mat releases are distributed gratis to smaller publications, such as community newspapers. [3] Newspapers which run mat releases often do so to augment "soft content" sections of their publications, or to fill "news holes" due to staff shortages. [4] [5]
A mat release is different from a press release; the latter is a communications device targeted towards journalists. [1] Mat releases, by contrast, are designed to target the public directly. [1]
A mat release (also called a matte release) is a type of advertorial article associated with public relations and advertising. [1]
The mat release is a short, feature story designed to appear like a newspaper article but contains persuasive communication in promotion of a product or idea. [2] Mat releases are distributed gratis to smaller publications, such as community newspapers. [3] Newspapers which run mat releases often do so to augment "soft content" sections of their publications, or to fill "news holes" due to staff shortages. [4] [5]
A mat release is different from a press release; the latter is a communications device targeted towards journalists. [1] Mat releases, by contrast, are designed to target the public directly. [1]