Today is a good example of why you need to carefully plan the timing of your press releases and other news announcements.
The new I-Phone and all the Aps in the Apple store dominate today's entertainment news. If your book is targeting geeks, it's an especially bad day - in addition to the big Apple roll out, the new critically acclaimed Hellboy movie comes out and Stargate Atlantis resumes its season tonight as well. (As my husband says, the geek planets have aligned!)
You can't always predict natural disasters or the actions of countries & their leaders. But you can check out upcoming releases in terms of products, movies, music, books and other press releases to be posted that day. (If you are using a PR service.) Don't get lost in the shuffle!