step 1 a press release at $700. It produces a dated sentence on a domain you do not own. Almost no traffic.step 2 paid distribution pointed at that release rather than at your site. Same budget you would have spent anyway.Why the pair beats either half. A release alone is a citation with no audience. Paid traffic alone lands a stranger on your own page, where every claim is self-asserted.
Together, the cold reader arrives on a publication. The masthead does the work your landing page cannot do for itself, because you did not write it.
the multiplier the same creative, the same spend, a destination that carries third-party weightThe failure both halves share is being measured wrong. The release is judged on traffic it was never going to produce. The paid campaign is judged on a landing page that had nothing to verify.
Run them as one line item, not two, and judge the pair on qualified conversations.
