Press Wizard Software(tm)
			 Copyright @1994 John M. Rapp
			     All Rights Reserved

	     Shareware - read the register.txt file before using


Introduction to the "Press Wizard"

	This product should be the first product you buy before you
even think about marketing your product.  The Press Wizard is
designed for the many thousands of companies who have many fine
products or services to market but a limited budget that
precludes hiring a public relations firm and a continuous
advertising campaign.

	The Press Wizard can provide you with hundreds of thousands of
dollars of free advertising, launch your product and provide you
with the much needed cash flow when it is needed most.

	You may doubt such claims, but I will show you actual proof of
what the Press Wizard did for two companies here in Atlanta. We
have the graphic files of the press releases printed in major
magazines and statements from the owners on the actual monthly
cash flow that is directly attributed to the sales of their
products from inquires from the press releases.

What is the Press Wizard?

The Press Wizard is made up of four major components:

	A data base of 1,001 magazines with the largest circulation of
readers. We selected largest circulation magazines in the
various business categories. This use the reliable 80/20 rule,
which states that 80 per cent of the total readership is covered
by twenty per cent or less of the top selling magazines.

	There are two data bases currently available with the Press
Wizard. Each is registered and sold separately. The business magazine data
base and the consumer magazine data base. Each has 1,001
magazines, their addresses, their telephone number and their fax
number.

	The next major component is the software. This is the computer
program that lets you browse or select magazines by magazine
type, size in circulation, publishing frequency and a user
assigned code. The software will print mailing labels, rotary
cards, and export the data to word processing applications which
can mail merge the address with your cover letters for your news
release. There even is an export function which will export the
magazine name and fax number for those who wish to import the
data into a fax broadcast software package.

	Faxing news releases is an accepted practice and will get your
news release around the piles of unopened news releases on an
editor's desk.

	the last component this manual is a "How To" instruction on
using the Press Wizard to implement your own successful press campaign.


What is a press campaign?

	A press campaign is a determined effort by a company to get the
press (newspaper, magazine and news wire editors) to write about
your product or service. It is free advertising and advertising
of the best kind! When a reader reads an advertisement, they
automatically mentally discount what they see or hear in an
advertisement due to the many exaggerated claims that many
companies use in their advertising. It is different when an
editor or writer, who has no ties to the product, writes about
the product. Sales inquiry leads generated from a news release
will produce twice as many sales than an a single advertisement
in the same publication.

Look at most any business related publication and you will find
a one or two page section titled something like "New Products"
or "What's New".  You will see they will feature short
descriptions of new products or services and a number
to circle on the bingo card. This is where your news
releases will generally get printed. These will produce many
qualified sales leads.

	It is generally believed that a press release campaign is
something that only large firms can afford to conduct. Well that
was before I was able to bring the resources together which
became the Press Wizard. Now for a modest price you can conduct
the same kind of press release campaign that the large firms
have successfully conducted for years. So read on and learn how
you, your PC and the Press Wizard can start turning on the cash
flow stream for your product.

Two Case History's

	The first case history is about the PC Yellow Pages. The PC
Yellow Pages was the yellow pages names and addresses on
diskette for each of the major cities. (this was before the
CD-ROM).  This was the author's first product for the personal
computer and was introduced in 1990. I had the product but
unfortunately I did not have much of an advertising budget. I
tired to get several national distributors to carry my product,
but they said nobody had ever heard about it and there was no
demand for the product. Well they were partly correct, nobody
had heard about the product, but there was a demand for it. So I
was in a catch-22 situation, I had no money to let people know
that my product even existed and could not get it on the store
shelves.

	Luck was with me. A friend told me about his friend, Guy
Gordon, the author of the Brooklyn Bridge, a laptop
communications program. I called Guy and he spent about an hour
on the phone with me telling me how he launched his new product.
He went to comdex in Las Vegas with a handful of his business
cards and over the four day convention, he talked to as many
press people he could. When he returned to the hotel room each
night he called his wife back in Atlanta, and gave her the names
and addresses of the editors and writers he talked to that day.
She sent a copy of the Brooklyn Bridge to each editor or writer
he talked to via Federal Express.

	Now for the good part of the story. Within three months the
press gave his product good coverage in news releases and
reviews. His monthly cash flow was soon in the low six figure
area for a very high margin product personal computer software.
This is only one example of what a well thought out press
campaign can do your product or service.

	Well back to the PC Yellow Pages. I couldn't afford a week in
Las Vegas to attend the Comdex trade show so I had to think of
something else. I realized that one striking element of Guy's
strategy was the attention that he paid to each editor or writer
that he met. When each editor or writer returned from Comdex
they found a Federal Express Package from White Crane Systems
containing their free copy of the Brooklyn Bridge. The majority
of the other products came via mail or UPS ground and all
arrived much later.

	Lesson Number One:  You must respect the editor and writer and
treat them in very friendly and professional manner. An IBM or Kodak
will actually fly writers and editors from Atlanta to San
Francisco to see a demonstration of a new product or service
which they could have demonstrated in Atlanta.	This is how the
big boys play so you have to know what you are up against. This
means you cannot take the press lightly, or assume that they
will write about your product.

	I started looking for a list of editors and writers for the
personal computer industry. I went to the library and searched
for such a list an it did not exist. I finally was able to
compile a list the hard way. I searched through about twenty
directories and found a little of what I needed in each.

	With that task completed, I had compiled my data base of over
5,000 business magazines. I compiled more than just a personal
computer magazine data base because my PC Yellow Pages could be
used by anybody, and I wanted to get it mentioned in noncomputer
magazines to get the attention of people who could use the
product, but didn't read computer magazines.

	Now I was ready to go.	I had compiled a lot of fax numbers in
addition to the addresses and phone numbers. This was done
because it was cheaper to fax a news release than have them
printed up, stuffed and expensive stamps affixed. I had just
been given a Quadram JT 9600 baud fax board by Joyce Lemmons of
Quadram to see if I could develop a product that would work with
the fax board. I wrote an export program that would mail merge
the magazine name with the news release. I was able to fax out
my news release for as little as eleven cents each. I started
faxing out about a hundred fax news releases each night after
11:00 p.m. when the rates were the lowest.

	I was totally unprepared for the results. Within three months I
had received over 12,000 letters and bingo labels from published news
releases. They were literally piled in paper grocery bags. I
was a company of one person, and soon had to hire three other
people just to help send out our literature to all of these
inquiries which were piling up fast.

	A former business associate came by one day to see what was
going on and he was totally amazed. He said he had never seen so
many sales leads for a product before. I told him that I had a
real bottleneck in our fulfillment operation. Since we had the
data base for over 50 major cities, the actually fulfillment was
a little more difficult than shipping out a single software
title.

	He said he had been reading up on the 900 telephone services
and suggested that we contact AT&T. Well the short of the story
is that we put the PC Yellow Pages on-line with AT&T's 900
Multiquest service and within the first month of operation we
were generating over $9,000 in monthly revenues.

How to Compete Against a Large Competitor

	Another software developer in Atlanta read about my PC Yellow
Pages and called me up to ask me how I got such good publicity
about my product.

	So like Guy Gordon did for me, I told Rob Cameron how I did it.
He was in the same boat that I was in. He had a product, but did
not have the budget to run a large advertising campaign	 like
his direct competitor, Microsoft .

	First thing I told Rob that I thought he was crazy trying to
compete with the likes of Microsoft. Remember, that this is the
Microsoft whose national sales manger stated that "People
misunderstand us, we only want our fair share of the market, the
only thing that they fail to understand that our fair share is
100%. We will spend five million dollars to develop a product
and then fifty million dollars to promote the product".

	His product was "Cameron's' Fine Art" the digitized images of
fine art and prints on CD-ROM. I was somewhat skeptical about his
chances of success, but he was a fellow software developer so I
gave him a copy of my press data base and told him all that I
learned from Guy Gordon. He cranked up what was then called the
PC Press Assistant and started faxing out the news releases each
evening.  Shortly he was receiving calls from editors and
writers about his product. He followed up all of those calls and
got his product reviewed or mentioned in a dozen major computer
magazines over the space of four months.

	Rob is now receiving a low five figure monthly cash flow from
his first product and is now promoting his second product
"Cameron's American Photography" CD-ROM disk.

	Another byproduct produced by a successful press campaign is
increased credibility with your distributors. Now, when Rob
contacts new distributors he sends them copies of his published
news releases. This increases the distributor's confidence that
a market for his product does indeed exist.

	Now you might say, sure! This is your story and your buddy who
lives in the same town. Show me some proof! Well I will do just
that. I have included on the disk some actual image files of
news releases generated for the PC Yellow Pages and the second
month financial statement from AT&T showing the $9,549 in income
that the service generated.  Also will be several news releases
that Rob had published for his product Cameron's Fine Art. There
are also some sample news releases.

You think Your Product or Service isn't Newsworthy

	I have talked to many companies like computer brokers,
investment consultants and other company which have services
rather than products. They all make the same comment, "Our
service is not newsworthy."

	Now is the time to use your imagination and look what others
have done in the same situation.

	Vanguard, a mutual fund company, came up with  newsworthy idea.
They offer a very nice retirement planner program for the
personal computer for $12.50. They send out news releases to all
types of business and consumer magazines since planning for
one's retirement is of interest to everyone in every industry.

	Another company which sells used minicomputers offers a used
price data base on a diskette for free. In both of these cases
the items are newsworthy and will produce qualified leads for
both companies.

	You are an expert in your field. Think of some information that
would be useful to your prospective customers and offer it to
them in the form of a computer program and/or data base on
diskette. Everyone has a personal computer these days in
business. Very few people can resist a free or modestly priced
offer if it is a program or data base on diskette for the
personal computer or MacIntosh computer.

	In the late 1970's I was selling mailing list. I wrote a thirty
page booklet titled "How to achieve double digit response rates
with your next direct mail campaign". This was publicized with
news releases. The people who responded to this offer obviously
were interested in direct mail. I was interested in anyone who
was interested in direct mail. Get the point? I closed about 28%
of every one who responded to this free offer with a rental of my
mailing list. This is what can happen when you do something to
generate "qualified" sales leads.

	Start thinking about what type of information your firm can
produce. Remember you are the expert. If you need some help on
getting that information presented in the personal computer
format give us a call. We have the resources to do this for you
at surprisingly low one time cost.

How to Meet the Press

	Most of the time you cannot really meet the press. You can
usually only talk to them over the phone and through the mail or
E-Mail. However, whenever you find out that they are coming to
your town or you happen to be in their town or at some function
they are attending, never fail to meet the press. Meet them and
talk to them about your product and follow up immediately on
anything that you mentioned you would do.

	You must realize that deadlines in the publishing world are
real! Unlike the rest of the world where projects get delayed,
the book (a slang word for magazine) has to go out each and
every week or month! With this in mind, the editor or writer has
little time to just chit chat and expects you to provide them
with everything you said and at the exact time promised or
before. You can be even one day late and your review may not get
in that issue, and may never get printed because your lack of
concern for the reporter's deadline may also reflect in your
attitude about your own product.

	The writers nightmare. This is where a writer writes about a
product that has some hidden flaws or the business goes out of
business before the news release or review hits the streets. I
have been told by more than one writer that this happens and
reflects badly on the writer.

	You can understand why writers are wary of new products from
new companies. You must dot every i and cross every t in your
dealings with the press so they won't get nervous about writing
about your product. No, don't lie about the size of your company
or the length of time you have been in business. Be very
attentive, friendly and professional in your dealings with the
writer or editor. His/her job is only to report on new
developments in his/her field of reporting.

	One more time, don't try to fool them, or blow any smoke. Get
rid of any adjectives like best, greatest, super, etc. Just give
them facts, but don't be afraid to show your enthusiasm for your
product and drop names of established well known firms who are
now using your product. This gives them more confidence in your
product.

	The press won't rip your product apart in a bad review unless
you are a large dominate player like Microsoft, Intel or
Borland. They simply won't write anything about your product.
You will never be heard from.

	A good writer is a little like a tax auditor, they will always
find something to pick at. Don't worry about a little negative
in a review. You will still get responses and orders! Rob called
me one day and said he got a review printed and they made a
negative comment about the product. I told him not to worry, the
same happened to me once and the orders from that specific
article still came in. He later told me that the same happened
to him on that mixed review. People understand that all products
don't always have to meet all needs.  Just remember to fix any
negative features in your product when pointed out in a review.

	More on editors and writers. They are people like you and me
with deadlines and pressures. You should never try and fool an
editor or writer. It has been my experience that a lot of
editors just took what I said in my news release and rewrote a
little of it and it went straight to print almost verbatim as I
wrote it. This is what you want. It is the next best thing to a
good review of your product.

	A well written favorable review of your product is your goal.
For this you will have to do a little more work. You will have
to send the product to the writer and answer all questions that
they will ask. Before they will write a negative on any part of
your product they will call to question that area
for a more detailed explanation. This is your time to put on the
proper spin. Explain in a little more detail and try to
truthfully overcome the negative. If you cannot, then tell them
that it is being corrected in the next version if you do indeed
intend to fix the negative.

	One more time, do not try to blow smoke to an editor or writer.
I've said this more than once for a reason. If you ever get
caught blowing smoke, you will most likely never get mentioned
in that publication again unless you happen to be a Microsoft,
Intel or IBM.

	You never really know how much the editor or writer knows about
your type of product. In most cases, they only have a surface
knowledge. But there are writers and editors who may know more
that you know about your own type of product, so DON'T BLOW
SMOKE, YOU MAY CATCH FIRE AND GET BURNED.

How to Plan your Press Release Campaign

	The first order of business is to decide who is your customer.
You should have already done this analysis since you have a
product, right? Well you would be surprised at the number of
individuals who thought they had a product but had no idea who
they would market it to. The author can be included in this
group of people on more than several occasions.

	If you know who your future customers are, now the job is to
decide how to get to them. What do they read is the first
question you should answer. You may think you know, but to be
sure, you need ask your beta test customers. You did beta test
your product?

	Find out everything that they read both professionally and
personally. Do this for as many people who have actually used
your product and ones you suspect will use your product. Compile
a profile of the publications that they read. This includes
professional, consumer magazines, newspapers and on-line
sources.

	With this list you then break down these publications into
categories or types of industries. For instance with the PC
Yellow Pages our beta customers read a few of the high
circulation magazines like PC Magazine	and Home Office
Computing. But the locksmiths also read magazines about security
and the insurance agents read trade publications about their
industry.

	Your industry trade publications will generally be the best
sources of leads and the ones most likely to publish press
releases and reviews of your products. If you have a generic
product that can be used by almost all industries, then you will
have a greater advantage over those whose products that are
unique to a specific industry.

	If you have a generic product which  can be used by anyone such
as a tax program or a new type day planner you will have a
virtual open field to promote your product. Every magazine from
almost every industry is a potential publisher of your news
release.

	There are over 18,000 magazines published in the United States.
Start by sending your news releases to every one of our 1,001
magazine, newspaper and news wire addresses in our business data
base. Next do the same with our consumer magazine of 1,001
addresses, telephone and fax numbers which should be available
the third quarter 1994.

	As an example lets look a hypothetical company who has
developed a software package or a book to make the human
resource director's life easier. Virtually every medium and
large sized business is your target and so are virtually all
magazines, newspapers and news wire services.

	All you have to do is add a little spin in each cover letter.
For instance it may be a simple change in each news release and
cover letter mentioning the target industry. As an example one
sentence in the news release may be something like this: The new
book on "Changing Employees Attitude" can effectively cause a
drop in employee sick days by 15% in the medical industry. You
need only change the underlined word for each industry. Remember
you will be sending the news release only to the top three to
five publications in each industry category and will be reaching
over 80% of the readership in that industry.

	Now that you have selected the industries that your research
has indicated possible acceptance of your new  product or
service, you need to get to work. Start crafting your new
release. Your news release should answer the who, what, when,
why and where that the journalist are trained to answer.

	Who is this product for? What will the product do for the
user?, Why would the user want to purchase the product? , When
is the product available? and Finally where can the customer buy
the product and how much does it cost?

	I am amazed at some of the press releases that we receive that
fail to answer some of these basic questions. Determine what
message you wish to get across and make sure that you get it
across effectively by answering these five questions in as
little prose as possible. Make sure you answer the what and why
in the opening part of the news release as a strong opening.
This is what 90% of the people scan before they make a decision
to continue reading or skip on to the next article.

	Avoid exaggerated adjectives like best, greatest, super,
mind-blowing, etc. These will get deleted by the writer and also
probably cause your news release not to get printed and product
removed from any consideration of being review.

	Be truthful, factual and brief about your products features.
Pick only a few of what you feel are the most newsworthy
features and mention these. Don't go on for three pages listing
features. This is what a review is for, not a news release.

	Keep your news release short. Never longer than two double
space pages. At the top of the news release, include the words
"For Immediate Release", and have your company name address and
the contact person name. At the end of the news release, include
centered following a blank line, ####, that is four pound sign
characters. This signifies to the editor that is the end of the
news release. Should you double space your news release? I have
seen both single and doubled space news releases from the
professionals. The double space allows the editor to make
editing notes, so give them some room to do their job.

	At the bottom you may leave a note, like, Dear Editor: Review
copies or our product are available upon request. Call Jill
Horton at extension 345.

	Proof read your press release as many times as necessary and
let more than one set of eyes be used in this process. There is
nothing worse than sending out incorrect information to many
influential editors and writers.

	I have seen more than one firm send out hundreds of news
releases and then have to Federal Express out an immediate
correction! If it takes you a week to write and proof your news
release to get it right the first time, then you should do just
that. Get it right the first time. You may not get the second
chance.

	If you have review copies of your product and you should, then
the time to mention this is with a p.s. at the bottom of your
press release directed to the editor. Once you get a request for
a review copy ship it out immediately, by at least next day air
ups. This tells the editor you are professional and considerate
of the editor's tight schedule.

	Another word on telephone inquiries about your news release
from writers and editors. Drop everything and return those call
until you actually talk to the editor or writer. Try not to
prolong the electronic phone tag by not being available for a
return call. If the editor is on another line then hold.
Remember you may have to wait for five or ten minutes on long
distance and cost you $3.00. That three dollar long distant call
may get you $20,000 in free advertising. I spent over two hours
on the phone with Alfred Grossbrenner who wrote a fine full page
review in Home Office Computing about our On Line Yellow Pages.
That article generated over $120,000 in revenue alone.

	Leave your name and phone number and indicate that you are
returning the editor' call. Be sure to tell them when you will
be available for a return call. Stay near your phone! Consider
what you would pay for a full page advertisement in the
following magazines. A full page in Home Office Computing cost
$19,750, in PC Magazine it cost $45,065 and in Inc. it cost
$59,145. This is why you stay close the phone.

	The editor or writer on the other end of that phone call can
give you a review that is worth more than a full page color
advertisement. It literally could generate hundreds of thousands
of dollars for new orders and get your product launched off to a
roaring start. It has happened to me, it has happened to Guy
Gordon of the Brooklyn Bridge, it has happened to Rob Cameron
and it can happen to you. You have to do it right the first
time, there are usually no second chances.

	"I can't wait to get version 2 of the Press Wizard. The advice
	and data base in version one have been a major part of the success
	of my Fine Art CD-ROM."

				Rob Cameron - Cameron's Fine Art


	If you are still unclear about how to write your news release
then look at magazines published in the industry business
publications. See items written about new products and services.
This should give you some guidance in writing your news release.

Frequency of your News Releases

	A news release is just what it name implies. Only send one out
when you have some news. A new product, a new upgrade or
something else that is significant. What is significant is
relevant to the company making the news. If you are a new start
up firm with a new product then announce your product. But don't
announce that you promoted Jim James to the position of vice
president of this or that. Nobody cares! If you are a Microsoft,
Intel or IBM then someone in the press may care about Jim's
promotion.

	Do not spend time on sending a lot of press releases to many
people at the same publication. You just waste their time.
Always send it attention to News or New Products editor. The
editor will decide which writer to give it to. By sending it to
many staff writers of the same magazine you just waste their
time. The only exception is to send it to a writer or editor
that you have made substantial personal contact with. One who
knows who you are and what your product is and you have had one
or more conversation with them about your products or services.

	Spend your time making personal contact with specific
editors or writers who are in a position to make a decision on
printing your news release or writing a review of your product.
Remember you are selling the editor or writer on the idea that
your product or service is newsworthy and is worth the time and
resources the publication is going to spend on you and not
charge you a penny!

	Once a magazine has printed your news release quit sending them
news releases for a while. It makes you look stupid. Do keep
sending news releases to the publications who have not published
your news release or a product review. Send them a news release
each month. The message you are trying to convey here is that
your company was here yesterday and it is here today and
therefore it will be here tomorrow. You should double your
number of published news releases and reviews if you follow this
advice.

	A lot of magazines and news papers will use news releases to
fill empty space. They will also try to group news
releases of similar products based on the monthly theme of a
particular issue of their magazine. They plan their editorial
calendar up to a year in advance. Thus they are most likely to
print a news release about a tax package during the month they
are writing major articles about tax software. In addition you
will usually get your review during this type of issue and at
the very least be listed as a source at the end of the article
with a bingo number for the reader to circle. Bingo cards are
great. When they start coming in respond to them immediately!

Media Kits and How to Use Them

	If you really want to get on the ball, use the Press Wizard to
send request for media kits to the publisher. In the attention
line of the label, make it to Attention Advertising Department.

	A media kit is a package of information that the publisher
sends to all potential advertiser free of charge. It will
include a free copy of the magazine, the advertising rate cards
and demographic information about their readers.

	It will usually result in a follow up call from an advertising
salesman. This is when you go to work. Let the sales person
give you a pitch. They will usually ask about your product. Take
this time to really talk up your product. Yes I know you can't
afford to advertise, but soon you will be able to. Ask the
advertising sales person who would be the best person to contact at the
magazine about reviewing your product or printing your news release.

	Be honest with the sales person. Let them know you don't have
much of an advertising budget. All sales people know that
many firms start small and grow into very large accounts.

	Next call the person on the editorial staff that the sales
person suggested you call. Don't forget to mention the sales
person's name and that this person suggested you call them. This
gets you into the door and the rest is up to you. Immediately
fax a news release to the editorial person and then follow up on
anything you promised. Hopefully, you would have sent a review
copy of your product to this new press contract. Add their name
to the data base first and last name fields and make notes on the
conversation in the notes screen.

	More on editors and writers. Take your time to plan your press
campaign intelligently. Remember getting it right the first time
is paramount to a successful and profitable press campaign.

	Send out request for media kits. This gets you a copy of the
latest issue and sometimes several back issues. Go through each
issue and find the writer or columnist who is writing about
products or services like your own. Next read several of these
articles that the writer has recently written. Cut out those
articles and find something that you liked and highlight it and
mention it during the telephone call to the writer when talking
about your product.

	Sample script: "Hello Jane, this is John Rapp from Electric
Bookshelf, Inc. I noticed in your article on data bases in the
March issue of PC Magazine, you mentioned that you felt there
were not enough attention paid to sales and marketing needs. I
thought you might be interested in our new shareware product the
Press Wizard." I would then go on to tell Jane about the Press
Wizard and tell her that I am sending her a copy of it overnight
express

	This is how it is done. It takes organization and hard work.
The Press Wizard will handle the organization part and you have
to handle the hard work part in working with the press on the
telephone. There is more to a successful press release campaign
than just sending out news releases.

Freelance Writers

	Freelance writers are writers who are self-employed
professional writers who are paid for articles and reviews which
they write. Usually at the end of an article is their address
and network email or Internet address.

Electronic Mail Communications

	If you are producing products or services for the computer
industry, you need to get signed up to Compuserve, Internet,
America On Line, Genie, Prodigy and MCI mail. Communicate with
all of these people through electronic mail. It is faster and
more reliable the U.S. Postal Service.

Your Product or Service

	Is your product or service ready for the big time? This is a
major question you must ask yourself. If you have gotten good
comments from your beta test sites and you have corrected all
known problems and made some changes that came from the beta
comments, then it is most probable that you are ready. Don't
forget your documentation and that your processes for handling
ordering and request for information are all ready.

	Compare your product to the leading competitor and see how it
stacks up both in features and visual presentation. You don't
always have to be the very best to win, but you need to be very
close to the best. To some degree you can price compete with the
major competitor, but only if yours is as good or better than
the well know product.

	If you have any serious doubts about if your product is ready,
then go back and make changes to the areas you are in doubt
about before you launch your press release campaign. I
underlined the word serious because as a product developer or
manager you will always have small doubts about the readiness of
your product or service. This is normal. Ignore your small doubts
and start your press release campaign.

Press Wizard User Manual

Diskette Installation Instructions:

	If you have a diskette then place the diskette in your floppy
disk drive and type A:INSTALL A: C: where A: is the drive letter
of the floppy disk drive that you have our Press Wizard diskette.
C: is the drive that you wish to install the Press Wizard on.

	You cannot install or run the programs on a
floppy drive. The install program will make the required
sub-directory and copy and unzip all files and start the Press
Wizard.

Shareware Downloaded From a BBS Instructions:

	If you have the shareware version you will have a single file
named PRWIZARD.ZIP. First create a directory on your hard disk named
PRWIZ and use the DOS command to change to that directory. Next
copy the file into that directory and unzip it. An example shows
what to do if you copied the file from a BBS into your procomm
directory named procomm.


	CD \			go back the root directory
	MD PRWIZ		make the sub-directory
	CD PRWIZ		change to sub-directory

	COPY C:\PROCOMM\PRWIZARD.ZIP C:*.*
	PKUNZIP PRWIZARD.ZIP
	PRESS

	The last three commands will copy the file from your download
directory of your communications software and unzip PRWIZARD.zip
file and execute the batch file press.bat which will start up
the program.

	You should now see the main drop down menu screen. Each menu
will be explained in additional detail.

Mouse and Cursor Control Keys

	The Press Wizard supports any Microsoft or compatible mouse.
Use the left key to double click for a selection of any drop
down menu item. When you double click on the large letter of a
menu selection word it will change color and executes the
appropriate function.

       The right mouse button will function the same as pressing the
escape key. The escape key is used to end the program on the
main menu screen and to exit from menu selections, screens and
tables.

	Additional tables and functions are executed by pressing the
ALT key and another keys listed on the screen that indicate
certain functions are available. An example is looking up the
media codes in the media code table. This is done by pressing
Alt-L on any screen or table that indicates that this feature is
active for that screen or table.

	For those not using a mouse, you can press large different
colored letter in the pull down menu word key to select a menu
selection. By typing in "F" you will pull down main menu
selection files, Pressing "I" will pull down the Inquiry by menu
selection and "R" will pull down the reports menu. You can also
use the arrow keys to highlight a menu letter and press enter to
select.

Main Menu Files Selection

	The selection of the files pull down menu will give you four
additional menu choices.

Files Menu Selection - Master File

	Master File will bring up a table in publication name order.
Use your arrow or page down keys to browse this table. Typing in
a partial name such as "pc" will bring up all entries starting
with the letters "pc".  Typing in additional letters such as "pc
week" will bring you even closer to the magazine title.

	Use the arrow keys to get the exact title you are interested in
viewing. Pressing the enter key will display the update screen.
This will allow you to view or change the record.

	When you have message "Editing an existing record" message on
an screen you can make any changes. To save any changes press
the enter key on the last field of the screen or ctrl-enter key.
This will save the changed information to the file. If you don't
want to save any changes you made on this screen pressing
ctrl-esc keys will take you back to the table and any changes
you made will not be saved to the file.

	Pressing the ALT-N keys will call up a notes screen. This gives
you a full screen of free form notes. This is where you make
notes on the progress of your efforts to get your product
reviewed with a publication. This is very important since you
will be talking to a lots of publications. You need to take
careful notes of what you promised and what they promised.
Failure to take accurate notes and refer to these notes may
result in a press release or review not being published. This
is a lost opportunity to earn significant sales income. Use it
or lose it!

Press Wizard Master filed field descriptions:

Name:		the name of the publication
add:		the address of the publication
city:		city where publication is located
st:		state code
zip:		zip code
gen:		gender of editor or writer
fst:		first name of editor or writer
lst:		last name of editor or writer
phn:		telephone number
fax:		fax number
media:		code of magazine type
circ:		size of magazine circulation in units of 1,000
freq:		publishing frequency in times per year
user:		a user assignable field, updated with "SENT" when a label
		is printed for that record.

date sent:	the date you sent a news release when a label was
		printed for that record.

follow up:	follow up code, eg call, fax, fed-x , user assignable

	Note: we do not store the names of editors or writers in the
data base. They change so frequently, we simply cannot keep them
current. Since we recommend that you address all mailing labels
with the attention line containing "ATTN: News Editor" or "ATTN:
New Products Editor". The magazine people will route your news
release to the proper person.

	When you have made personal contact with an editor or writer
you then would fill in the GEN, FST and LST fields with their
name.

	The label program and export program looks to see if there is
anything in these fields. If there is it uses this data to
address the label. It they are left blank the attention line
information entered in at label printing time is used.

How To Add or Delete Records

	Highlight any magazine on the table screen and press INS key to
add a new record. The program will call up a new entry screen.
To delete a record, highlight the record you want to delete on
the table and press the DEL key. The record screen will be
displayed and you will be given one more chance to change your
mind. Pressing the enter key will delete the record and pressing
the ESC key will not delete the record.

Files Menu Selection User Fields

	There are three user defined fields but we have used three of
them for our own purposes. You can change them, but it is not
recommended. So you are left with the option to change the 4th
one to your own use.

	By pressing the enter key on the highlighted four fields you
can make changes to the headings of users fields 1-4. This will
change the headings on all tables, forms and reports. In case
you change u1-u3 their original values are u1-media, u2-circ,
and u3- freq. Once you made a change to u4 you can press enter
key to make the change permanent.

Files Menu Selection Export Data

	This is used to export the addresses to mail merge software or
the fax numbers and magazine name to your fax broadcast software.

Files Menu Selection Import Data

This feature is not used in this version of the software. It is
for future expansion.

Main Menu Selection Inquiry by

	This selection will give you the ability to inquire into the
data files by zip code order, media code, publishing frequency,
user assigned code or follow up code order.

	In addition each table has a selection filter that will allow
you to limit what records appear on the table. For an example
select the media code selection on the pull down menu and then
type in ALT-N key to search for a magazine type. Type in
business and arrow down to Business - Regional and note that the
code is 2100. Press the ESC key to get back to the form and
enter in the zip codes 30000 for the beginning and 30399 for the
ending zip codes and you will have on the table only those
magazines that are classified as regional business publications
in the greater Atlanta, Georgia area.

	Note this might take some time, so it might appear that your
computer is not doing anything but the more restrictive your
filter selections are the longer it takes to search the data
base. With the faster processors and disks like a new
Pentium or 486-DX/66 you will not notice much of a delay. But on
a 286 or 386-SX the delay is somewhat longer.

	Once the magazine or magazine appears on the table you can
press enter on any highlighted record to make any change to the
record.

	The most common use of this table and any other sorted table is
to select magazines so you can enter in your user defined code.
This is used to create your own custom mailing list.

	For instance you might want to only send press releases out to
the regional magazines in selected zip codes. You could narrow
down the selections as described above or you could select on
the media code of 2100 and browse through all of them and look
at their circulation and make your decision. Once you decided to
include a magazine on a mail list then type in a mail list
code in user 4 field in this record. For instance you could
assign REG01 to the records.

	You then would either go to the label selection from the
Reports by pull down menu and print the mailing labels. The
other choice would be using the export function to export the
data to an ASCII text file for mail merge in your word
processing software or your fax broadcast software. In this way
you can use any user designed coding scheme to build mailing or
fax broadcast list within our data base.

	All of the inquiry selections operate the same. The only
difference is the order the magazines appear on the table.

Main Menu Selection Reports by

	This menu selection will be much like the Inquiry by main menu
selection. The additional function is the printing of a report
based on your selection filters. For instance if you wish to see
all weekly publications sorted by magazine type you would click
or select the media order and type in 52 in the filter screen in
the frequency selection field.

	Or you may wish to select all regional business publications
listed in their order of circulation. To do this you would
select the menu option 2 circ and type in the code 2100 in the
media selection field on the screen filter form.

	The resulting report will list all regional business
publications according to their size of circulation.

	As you can see with the different sorts and filter selections
you can order the magazine records in many different orders.

Main Menu Selection About

This menu selection contains information about this product.

Tracking your Published News Releases

	Your news releases will be published anywhere from three weeks
to three months from the date they were faxed or mailed. You may
notice we track the frequency of publication. If you are in a
hurry to get your news releases published then send them to all
weekly and daily publications. These will generally get
published within a couple of weeks. Monthly magazines usually
take two to three months. The monthly books have a much longer
lead time.

	Tracking the responses to your news releases is very important
if you plan to do any advertising. Have your sales people ask on
each order or inquiry, how the customer heard about the product.
Then record this valuable information in the notes section for
the magazine. Change the user defined code to CCMM where CC is a
magazine code you make up. e.g. CW for Computer World and MM for
the month. Thus CW04 would be a response record for April. As
each month goes by add a new response record in the data base.

Then record in the notes your response to the news release.

	Date		Inquires	Orders	Amount
	4/1		11		2		$300
	4/2		21		6		$600
	4/3		27		8		$900

	You use this information to compare the actual responses of
the magazine's readers to your offer. You don't have to rely
on the magazine advertising sales person arguments why their
magazine should get your hard earned dollars to pay for
advertising in their book. You now have the facts to make the
decision is it worth paying for an ad in that magazine based on
your responses to a published news release. Say you got a full
review of your product printed in a particular magazine and it
produced $15,000 in orders. The ad that you are considering cost
$2,000. Then go for it!

	In the past I have used this method to gain a little leverage
on getting a news release printed. I told them that if the news
release produced the response rates that we expect then we would
advertise in their magazine. They will try to tell you that
there is no connection between the editorial department and the
advertising department. But don't you believe them. The
advertising department generates the revenue to pay the editors
salaries.

How to print Labels

DOS users:

	C:				change to C drive or other drive letter
	CD \PRWIZ			change to Press Wizard sub-directory
	PRESS			start up the program

Windows users:

	Under program manger type select the RUN command.

	Type C:\PRWIZ\PRESS

	(substitute the proper letter for the hard drive you are using)

	Select Files main menu, and Master file on the files pull down
menu.

	Highlight any magazine and arrow down to the media field. With
the media field highlighted press Alt and L key. Type in the
word Aviation. Notice it has the media code of 2035.

	Press ctrl-esc or escape keys to back out to the main menu. On
the main menu select the "Reports by" menu selection. Next
select "Labels" on the pull down menu and enter 2035 in the
media selection field. Press the return key till you get to the
last field and press it one more time. The Attention line box
will prompt you for an attention line. Enter in your attention
line, "Attention New Products Editor".

	The program will now search the entire data base selecting only
those records with a media code of 2025 for aviation magazines
to product mailing labels. Once the report has be constructed it
will give you the option of printing the report to the screen,
printer or to a text file.


How to export to your Mail Merge

	Under the main menu selection Files select "Export data" and
"to Mail merge" from the Export sub-menu. The program will
prompt for a file name. The program supports a full DOS path.
You can enter in any file DOS file name with any file extension.
I suggest you use "TXT" for the file extension to remind you
that this is an ASCII comma delimited text file.

	You could use C:\WP51\PLANES.TXT for a file name of all
aviation magazines and the file would be written to your word
processing directory. If you use only PLANES.TXT the file will
be written in the PRWIZ directory.

	Next you will be prompted for selection filters values.
Beginning zip code, ending zip code, date sent, media code,

circulation, frequency code, user 4 code (your user assignable code),
follow up code.

	Each selection filter that you fill in causes the search to
become more restrictive. Pressing then enter key on each filter
selection field will cause a blank to be accepted. In this case
you will export all of the records in the data base.

	The resulting ASCII comma delimited file now may be imported to
almost any word processing software package for mail merge to
produce individual cover letters or request for media kits.

Exporting Data to Fax Broadcast Software

	Under the main menu selection Files select "Export data" and
"to Fax Software" from the Export sub-menu. The program will
prompt for a file name. The program supports a full DOS path.
You can enter in any file DOS file name with any file extension.
I suggest you use "TXT" for the file extension to remind you
that this is an ASCII comma delimited text file.

	You could use C:\FAX\PLANES.TXT for a file name of all
aviation magazines and the file would be written to your fax
broadcast directory. If you use only PLANES.TXT the file will be
written in the PRWIZ directory.

	Next you will be prompted for selection filters values.
Beginning zip code,ending zip code, date sent, media code, circulation,
frequency code, user 4 code (your user assignable code), follow up code.

	Each selection filter that you fill in causes the search to
become more restrictive. Pressing then enter key on each filter
selection field will cause a blank to be accepted. In this case
you will export all of the records in the data base.

	The resulting ASCII comma delimited file now may be imported to
almost any of the newer fax software packages for fax broadcasting
your news releases for immediate delivery to the magazine editors.

Building Your Own Customized List Within our Data Base

	By using the user 4 defined code or follow up code you can
assign any magazine to a personal mailing list of your own
choosing. By using the many filter options you can print
reports, labels or rotary cards according to many different
selection criteria. However to build a list according to your
own unique specifications it is usually more practical to assign
a unique code to any number of magazines that you wish to mail
or fax a news release.

	You could pick only the high circulation magazines and assign a
user 4 code or follow up code "HICIR".	This would easily allow
you to fax or mail news releases each month to this list by
selecting "HICIR" as a filter. Of course you would remove any
magazines from any monthly list that has already published a
review or news release.

	You can also add new magazine, newspaper and news wire
addresses as you find them from other sources. If your product
or service is unique to a particular industry, then you should
do the research to add all publications for that industry that
are not already in our data base. These may be obtained from a
variety of sources, and I suggest you start at your local
library and ask the reference librarian for assistance.

Viewing Case History Graphic Files

There are eight graphic files in the PCX format. These can be
viewed by almost any graphics viewer like PICEM, VUIMG, VPIC, PC
Paint Brush (Windows or DOS).

These files are included to show you that the Press Wizard does
work.

	HOMEOFF.PCX	- a full page review in Home Office Computing
	ATTBILL1.PCX	- Bill from ATT showing monthly revenue minutes
	ATTBILL2.PCX	- Bill From ATT showing $9,000 monthly revenue
	COMP.PCX	 - Sample news release from Compton's
	COMPTE1.PCX   -	 Cameron's published news release in Compute
	COMPTE2.PCX   -	 Cover of Compute Magazine for above
	YELLOW1.PCX   -	 Assorted published Yellow Pages news releases
	YELLOW2.PCX   -	 Assorted published Yellow Pages news releases

These are just a few samples of what the Press Wizard can do
your product or service. I would have include many times
this number, but graphic files tend to take up a lot of disk
space and don't compress very much.

Thank you for registering and using Press Wizards. I hope you
product or service is a great success!	John M. Rapp, Author
Press Wizard