There is no single best embargo time. The right moment depends on the main market, the type of announcement and when the people covering it are working.
A common starting point: 06:00 PT / 09:00 ET
For US-led international announcements, 06:00 PT and 09:00 ET give American reporters a full workday and still land during European office hours. On the reference date used across the site, the European equivalent is 15:00 CEST. Depending on the date, it may be 15:00 CET or 15:00 CEST, so always generate it from the actual moment.
It is a practical starting point, but check whether it suits the markets you actually need.
By region
- US-first news: 06:00 PT / 09:00 ET. Weekdays.
- Europe-first news: 07:00 in London / 08:00 in Paris. Catches morning shows and daily papers.
- APAC-first news: 09:00 JST / 10:00 AEST. Avoid the Friday news dump when you can.
- Truly global: Late enough for APAC to have gone home cleanly, early enough for the US to have a full day.
Days to avoid
Friday afternoons, Sunday evenings, Christmas week, and the week of any major industry conference in your space. If you want coverage, do not fight for attention against Apple, Google I/O, CES or SXSW.
Match the news to the moment
Many major music releases use a Friday release cycle, but timing can vary by platform, territory and campaign. Film review embargoes often lift 24 to 72 hours before public release. Financial news is often timed around the stock exchange open or close in the primary market.