In both new and old media channels (online/mobile vs. broadcast/physical) there will be brands specialising in different areas of music. If you’ve been sensible, and figured out who your fans are likely to be, then it makes sense to make those brands that cater to your likely fans a priority. If you’re in a j-pop outfit, don’t bother sending press releases to the editor of Kerrang! This might seem obvious, but in directing your promotional efforts efficiency is of cardinal importance.
If you have £40 sloshing about with nothing to do, get hold of a copy of the unsigned guide. This lovely little tome has got a list as long as your arm of magazine and radio contacts that are looking for your material.