In some publications, the same journalists decide which write-ups will be used in their print versions, and which will appear on their websites. Some publications have print editors and web editors who make these publications' decisions independently.
It's important to send your press releases to both the print editors and the online editors. As recently as the 1980s, you could have assumed that almost all of the editors for a particular publication worked in the same building. Today, of course, many columnists and writers work from their homes. So, don't assume that you can email your press release to a central location, and that the editors will pass it around until it arrives on the desk of the "right person."
There are often several writers at each publication who can help your software marketing work by printing your press release. Be sure that you submit your news release to all of these key people, to get buzz about your iPhone, Android, software as a service (SaaS), or desktop/laptop software. It's good software marketing.
Please visit my DP Directory website and learn more about the press release services that I offer to software developers.