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News editors and reporters pay the most attention to press releases that contain information that will affect their audience in a specific geographic area. It is important to include where the event will happen and where the company is located in the press release. Be as specific as possible. If the event location is the same as the city cited in the dateline, include more detail in the body of the press release. For example, "LAS VEGAS, NV -- April 1, 2006 -- XYZ Company today announced a new computer chip at the Chip Conference being held at the Las Vegas Convention Center this week." If the release pertains to a new location, be sure to specify the exact address and be as specific as possible For example, "Bagel World's newest shop is located on Route 66 West, across from Joe's Bargain Outlet."