The problem with an announcement thread is that it might appear to be an advertisement which might not be acceptable here. And a week or so after the initial creation of the thread, no one would see it and the added appends on the topic. It would drop too far down in the history list for most people to notice unless they bookmarked it and remembered to check it.
In this forum, a simple new thread with suitable Subject line, and very brief description of what is new in the release or update would work better, and be seen by more users. It would be at the top of the list, not lost in the older topics.
For important details and announcements a direct Link to the specific LavaSoft web page could be added. This way it would not be a product advertisement.
Any questions or problems user here have with the new update or release could be added here and seen and discussed in a timely manner.
Having someone connected with LavaSoft placing a post as soon as it is being released would be a lot better than this forums current solution, of a post appearing when ever someone "finds" a new update available.
You would also get quicker feedback if there are any problems accessing the update, or any problems found with it, as users here would tend to post such problems here first. You would then have a chance to address problems through that topic.