Hi there,
Just a thought... when i do media training courses (yes I am unleashed on people), the question of targetting media always comes up.
If you are a large company that is looking for lateral PR opportunites across different sectors/media then maybe you will have the money for buying or subscribing to a media database like, Romeike's mediadisk, but... if you are a small operator just looking for regional journo's or a few magazines to target then I would recommend simply reading the papers you want to get in and drawing our the names of the journo's who are writing similar stories to the one you have.
Then, usually the website will give you the newsdesk number and a generic newsdesk email address and you can go from there. Unless you get to know a journo quite well then it is unlikely you will get their direct email address.
Also, one thing to consider before you buy media database services, most of them for regionals (especially smaller ones) only carry the generic email address and number so you are paying for something you could have got yourself in a few minutes and for the cost of a local paper.
