Tara at Marqui is running an interesting experiment. Like many people, she is increasingly skeptical in the Internet age about the benefits to private companies of wire services, so she is running press releases on all four major services — Business Wire, PR Newswire, Market Wire, and PrimeZone — and is going to bench them along the following dimensions: cost, release “postings,” Web traffic increases, incoming press inquiries, etc.
Great idea. While her mini-study won’t ever be published in the Journal of Marketing, it will have the compensating benefit of actually being useful.
[obDisclosure: I'm an advisor to Marqui.]