As a member of the press release distribution industry for more than 10 years, 24-7 Press Release Newswire has seen almost everything and recognizes that timing is a significant factor when you distribute your press release.
We have seen all the presentations, articles and info-graphics discussing what is the ideal time to post to certain social media. For example, an article over at slideshare.net (http://www.slideshare.net/TrackMaven/when-to-postslidesharepdf), says that the time when most brands tweet is during the work week, with a peak on Thursdays. Over the weekend, there is a significant drop. The most popular hours during the week are 9am – 6pm, with the peak hour being 12pm – 1pm. This seems contradictory to the next statistic that shows tweets receive the most re-tweets on Sundays.
Here’s an interesting statistic: 87 percent of the time, brands publish to their blog during the week, with the peak time being Tuesday and Wednesday. This coincides with press release distribution.
So why are Tuesdays and Wednesdays a peak time for press release distribution? We have found that the work week can be psychological. It would appear that Mondays are the busiest day. Individuals that may have taken a long weekend (by taking the Friday off) are catching up. Because most people are catching up on a Monday, they may tend to push “online news readership” off until they have caught up with all their work. Meetings also tend to take place on a Monday, as they may lay groundwork for the rest of the week. Tuesday is typically the day that the majority of people have caught up with their work and can afford some time to “browse around.” For the most part, this also is true for Wednesdays and Thursdays.
Friday is a different day all together. It is one that most people tend to take off when they are looking to extend their weekend and it is also a time where many tend to be a little more “social” and less focused at the office. Although some people may choose Monday as the day to extend their weekend, in our experience, it is far more common to choose Friday for that purpose. This is why Friday also is not an ideal time for press distribution. Because the weekend is soon upon people, many tend to mentally check out around noon on Friday and play catch up on Monday morning.
This does not happen in every office and every industry, but this is what we have found through our experience over the years and as we talk with our many clients. So the next time you schedule your press release distribution time, you may want to consider scheduling it for Tuesday, Wednesday or perhaps Thursday, unless your press release is extremely time sensitive. As a rule of thumb, weekends also should be avoided.
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