If you want to reach the media and target online publications you should use a traditional newswire. These are wire services used by larger brands and which are trusted by journalists.
What usually stops me from recommending these services is the cost – most of my clients are small businesses who can’t afford the cost of $300+ to send their press releases over the wire (usually that’s just for one geographic area).
I’ve secured a special offer for you through PRNewswire – this waives the membership fee and gives you a great price on press releases.
So if you have a newsworthy story that you think would interest the media, try PRNewswire, one of the oldest newswires and is used by everyone from hipster Foursquare to the Oprah Windfrey Network. Also, if you watch they will sometimes run special offers for press releases (like the time they ran a free press release distribution for news is from a nonprofit helping Haiti).
Here is the press release I sent through PRNewswire – which did very well. The event was sold out and got a lot of great press.