An end mark is a symbol placed after the last line of a press release to show that the text is complete. The traditional mark is -30-, and ### (three number signs) or -END- are common modern equivalents. Anything after the mark, such as contact details, is not part of the story.
Journalists have long marked the end of a story with '-30-'. Wikipedia describes it as a notation used by North American journalists to mark the end of a story submitted for editing and typesetting, and says it also appears at the end of press releases. The exact origin is unknown, but the notation probably goes back to telegraph codes of the American Civil War era and the Phillips Code developed for the Associated Press wire.
Modern releases often use '###' (three number signs) or '-END-' instead, centered on its own line. Wikipedia mentions the triple number sign as a related symbol but does not confirm it is a formal standard, so treat it as common practice rather than a rule. What matters is that the mark is clear and consistent.
The mark solves a real problem: when copy is pasted, emailed or moved between systems, it is easy to lose the last paragraph. A visible end tells an editor the release is complete. Some senders place media contact details above the headline; others put them after the boilerplate but before the end mark, and both are accepted.
How to: 1) Finish the text, including the boilerplate. 2) Put the end mark on its own centered line. 3) Place anything that is not part of the story, such as notes to editors or asset links, below the mark or clearly labelled above it. 4) Use the same mark on every release. 5) On a web page, mark the end of the release visually so the archive page looks the same as the email.
QUESTIONS
What does ### mean at the end of a press release?
It signals that the release is finished. It is a modern, widely used substitute for the traditional -30-. The symbol itself has no meaning beyond 'end of text', so its value is consistency.
What does -30- mean in journalism?
It is a traditional end-of-story mark used by North American journalists and press release writers. Its exact origin is unknown, but it likely comes from telegraph shorthand codes used in the nineteenth century.
Are end marks required?
No. There is no law or standard requiring them. They are a convention that helps editors know they have the full text. Using one is good practice, and skipping it will not invalidate a release.
Where do the media contact details go relative to the end mark?
Practice varies. Many releases place contact details at the top, or after the boilerplate and before the end mark. Choose one place, keep it clear, and repeat it on every release.
SOURCES
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