I've known Marty Winston professionally for more than 17 years.  I've been receiving Newstips for at least a decade.  I READ Newstips.

Using Newstips will get my attention... and the attention of many other journalists who've known about, and received, Newstips for some time. 

One other thing:  Newstips is distributed to accredited journalists. While it may not be common knowledge to non-journalists, this may be a good thing - showing how tightly targeted Newstips really is.