Tuesday, April 26, 2016

Media Monitoring: Understanding the Impact of Your Story with Media Measurement and Analysis

Media Monitoring: Understanding the Impact of Your Story with Media Measurement and Analysis

I.                   What we are measuring, how to get it and what to do with it.

II.                Print Media

III.              What to measure from the Print media how to collect it.

IV.             What does this Print media data mean?

V.                Television Media

VI.             What to measure from the Television media and how to collect it.

VII.           What does this Television data mean?

VIII.        Radio Media

IX.              What to measure from the Radio media and how to collect it.

X.                What does this Radio media data mean?

XI.              Internet Media

XII.           What to measure from the Internet media and how to collect it

XIII.        What does this Internet media data mean?

XIV.        Analysis this Internet media data

XV.          Conclusion

XVI.        Handout of Terms and Definitions


The methodology for this Media Analysis, we have basically 4 data points that we measure; “Media Impressions”, “Column Inches”, “Media Value”, and “Clip Count” (which is broken down further). These data points are available from print media, radio, television, web sites and social media, but may be called different things.

Print
Collect Data – in house resources, clipping service, tear sheets, etc…
Magnolia Clipping, Burrelle’s’-Luce, in-house service, or subscriptions are the ONLY ways to gather REAL newspaper print clippings… All other services such as Meltwater and Moreover, and Cyber-Alert, are selling digital resources, not real print clippings. The differences are vast due to the fact that internet sources, and print sources are not the same media, and therefore do not have the same audience or values.
In-house Clip Counting is less expensive (if you ignore the cost of your time), but it misses a lot, because you can't possibly scan every news outlet. Clipping services are more expensive, but they are much more thorough.
Clip Count - Clip Counting is the simplest form of PR measurement. It's nothing more than counting all the coverage that mention your company, product or service.

Media Impressions - In addition to Counting Clips, many PR professionals calculate Media Impressions (the number of people who may have seen an article, heard something on the radio, watched it on television, or read it on the Internet). This metric the same along all sources who saw heard read this… Print it is called circulation, Radio it is called Listeners, TV, audience, Internet, Unique Visitors. This is

Circulation - Circulation is the number of subscriptions that a particular newspaper distributes. Circulation is a common metric that the newspaper have but do not share on the internet. Sometimes you can call and get the circulations for the subscriptions manager or someone else on staff at that newspaper. Smaller papers are easier to gather than large papers.
Ad Value – Ad Value is the cost of one column inch if you were to buy an advertisement in that newspaper for a one time placement of an ad. Since the advertising department wants to sell you an ad the will generally share those numbers with you if they feel that you may place an ad. However the easiest way to do this is to use a service that already has these numbers gathered. Clipping services usually offer a higher level of service to include this value. It takes a good amount of time and effort to collect these values as each source must be contacted individually. You can do this yourself and get a rate sheet from the sources from which you are interested. You can have a media buyer or an intern/ student contact these sources and put them together.

Calculate media value - AVE vs other methods
Calculated Media Value or Advertisement Value Equivalency is the cost if you were advertising this news instead of earning it as editorial coverage.
Advertising Value Equivalency

Strengths
Advertising Value Equivalency is a not a metric that can specifically determine a dollar amount for your organization earns or received in returns, sales or income, but is a metric that can determine a general direction of movement of the cost of the media not to be confused with the value.

Weaknesses
AVE numbers can drastically overestimate or underestimate the "equivalency" in "advertising value equivalency."  For instance, an article with a positive tone can be worth much more than a single advertisement in the same space. AVE - Some things to think about; Some PR professional’s objection to using AVE as it has a few flaws in the over methodology: (1) What is the value of a negative story? (2) What is the value of the absence of coverage?  (Where PR people specifically are working to keep the story out of the papers?) In summary, the use of this technique can perpetuate two major fallacies: (1) accept the fact that editorial is "free advertising," and (2) that dollar COST, equals dollar VALUE.



Analyze results –
What you are actually measuring is not the values but the change of the value over time. These changes can reflect a direction that the campaign or overall media effort.
Other things that can be categorized the prominence of these clips and count that as a different metric – Mention, Feature, Focus etc…



Television
Collect the data Magnolia, TV Eyes, Shadow TV,
Audience Nielsen’s audience rating
Nielsen numbers are applied to the ratings period for which the numbers were gathered. Quarterly numbers, are in the database, and applied to new reports until actual numbers can be applied. The numbers you see for the current period are the most recent numbers provided by Nielsen. For example, November numbers will arrive by the second week of January (6 Weeks delay). Those numbers will be applied to November through the present and will remain in effect until the February numbers arrive in mid-March. The February numbers are then loaded and applied to February through the present and so on. So in order to do an actual Nielsen’s Audience Report for a topic, the report can’t be finalized until at least 6 weeks after then event received media attention. However the estimate date numbers to actual date numbers do not change dramatically. 
Example:
Jackson, MS 6:00 PM – 6:30PM
·         2nd Quarter Nielsen’s Audience Ratings = M-F 18:00         2015-04-23         2015-07-02         54523
·         3nd Quarter Nielsen’s Audience Ratings = M-F 18:00         2015-07-02         2015-10-29         55715
Then again, sometimes there is a pretty big shift from each quarter’s numbers
·         4th Quarter Nielsen’s Audience Ratings = M-F 18:00         2015-10-29          ...                            62278
Here are the Current DMA rankings for Nielsen’s Audience
#95        Jackson, MS                        319,570                
#133      Columbus-Tupelo            183,980                
#158      Biloxi-Gulfport                  129,260                
#167      Hattiesburg-Laurel          106,760                
#189      Meridian                              65,800                  
#192      Greenwood-Greenville  63,290                  

Run Time – Run Time is the length of time the segment that the contained to topic of interest.
Placement – At what point did the segment air during the program Beginning, Middle, or End of the program. This is also used as a multiplier for some Publicity metrics just as page placement is in newspapers, above the fold or below the fold etc.
30 Second Ad Cost – These costs are collected over time for different time slots across different TV stations, this is not the actual cost, which could be higher or lower depending up on the negotiated rate for those ads.  This is how we collected the ad costs that are listed in Mississippi Markets.  We contracted with a media buyer to contact each station monitored and gather 30-second ad rates for the coming year. This is how most monitoring services collect the ad data. We asked for programming and planning rates for all 4 quarters, or an annual rate that holds for the entire year, or used a rate based upon a daypart rotator.
(6a-9a, 9a-3p, 3p-5p, 5- 8p) 7p-10p (or 8p-11p) 10p-11p (or 11p-12a) 11p-1a (or 12a-2a) or Overnights.
Calculated Ad Value – The Calculated Ad Value is similar to the A.V.E. in print with the exception that we substitute Column inches with Runtime. AVE numbers can drastically overestimate or underestimate the "equivalency" in "advertising value equivalency."  For instance an article with a positive tone can be worth much more than a single advertisement in the same space.

Calculated Publicity Value – There are many factors that go in to the calculation of the Publicity Value. Runtime, ad value and placement of the item within the newscast. The calculated publicity value is computed simply multiplying the Calculated Ad Value times a Publicity multiplier; 7, 5, or 3 depending upon the placement of the segment within the newscast, “A” block, “B” block, or “C” block respectively. This is not a firm measurement, but it is an indicator of the direction that the item or issue is taking. The tone can play a major role in this as you can sort and filter articles of hits by the tone in which they were perceived.
Radio
Media Impressions - Audience Arbitron’s audience tracking report.
Run Time - Run Time is the length of time the segment that the contained to topic of interest
Placement – At what point did the segment air during the program Beginning, Middle, or End of the program. This is also used as a multiplier for some Publicity metrics just as page placement is in newspapers, above the fold or below the fold etc…
30 Second Ad Cost – Same as above
Calculated ad Value – Same as above
Calculated Publicity Value – Same as above

Internet
Rank = The ranking of the domain by total number of unique visitors within the past 13 months.
Unique Visitors = The number of unique people who visited a domain within the past 13 months.
Visits = The number of separate visits made to a domain by all unique visitors within the past 13 months.
Page Views = The number of times a page has been loaded from a domain within the past 13 months.
Average Stay = The average number of seconds that a visit lasts within the past 13 months.
Visits per Person  = The average number of times each unique visitor visits the domain within the past 13 months
Pages per Visit = The average number of pages displayed during a visit within the past 13 months.
Attention = The percent of total minutes spent by all US users on the Internet that were spent on this domain within the past 13 months.
Reach (Daily) = The percent of all US users on the Internet that had at least one visit to this domain by day 365 days
Attention (Daily) = The percent of total minutes spent by all US users on the Internet that were spent on this domain within the past 13 months.


Analysis
Awareness
Knowledge / Understanding
Interest / Consideration
Support / Preference
Action


Conclusion
The reason that we analyze these numbers is to gain a better understanding of what effect we are having for to college. These numbers over time show how our efforts have made a positive influence on the public.

In the crowded marketplace higher education, it is crucial to have a savvy, well-seasoned team strategizing, coordinating, and implementing your public relations efforts. All of our nationally recognized promotions at Lisa Ekus Public Relations Company, LLC are built on the same foundation: innovative campaign strategies; meticulous attention to client needs; and creative networking across the food, media and publishing industries. Lisa Ekus Public Relations Company, LLC strives: *to create and implement innovative public relations campaigns for culinary professionals including >cookbook authors >chefs >restaurants >food products *to be a leading food media resource of culinary information for >print >radio >television >Internet *to be a leading food industry resource for partnering culinary professionals with opportunities ranging from spokesperson placements to publishing ventures.
The mission of Bagwell Marketing is to provide results-oriented advertising, public relations, and marketing designed to meet our client's objectives by providing strong marketing concepts and excelling at customer service. We seek to become a marketing partner with our clients. We desire to measure success for our clients through awareness, increased sales, or other criteria mutually agreed upon between the agency and the clients. We are committed to maintaining a rewarding environment in which we can accomplish our mission.

To achieve the highest possible standards in all that we do. Our number one priority and commitment is therefore to offer, at all times, a world class service which enables our publishers and customers to increase their business and reach sales targets.
Johnson King is committed to delivering informed, media-savvy public relations services based on a superior industry knowledge, a real understanding of the issues that affect both our clients and their customers, and a genuine enthusiasm for what we do. Our aim is to act as a trusted extension of our clients' marketing departments, producing results that directly and positively impact on our clients' business objectives. Johnson King is also committed to providing an informal yet professional working environment that encourages and rewards creativity, insight, teamwork and enthusiasm. Johnson King's culture and philosophy is based on a ?no nonsense' approach to public relations that values clarity of thought and honesty of expression above empty promises and meaningless jargon.


Wednesday, August 14, 2013

Newspapers not killed by Craigslist

No, Craigslist is not responsible for the death of newspapers http://gigaom.com/2013/08/14/no-craigslist-is-not-responsible-for-the-death-of-newspapers/

Sunday, June 9, 2013

Be wary of online services claiming to be Newspaper Clipping Services!

Be wary of online services claiming to be Newspaper Clipping Services!
     A real newspaper clipping service is defined by actually reading newspapers. Some online services that monitor websites only claim that they are newspaper clipping services, but actually they are not. They are just that online monitoring services. if you look at the newspaper and then look at the website of the newspaper there are going to be many differences in the content that is provided there. First off there are some newspaper websites that restrict access to reading the full article. Then, there are some websites that the article is different than the actual print article, revised and/or edited to reach a different audience of the online line community. For instance lets take for example an editorial, well an editorial may for instance be limited to a certain number of words or column inches. There is no limit on the articles on the internet. So therefore there is a significant difference between online and print articles. We also have to take into consideration the comments that may be made on the articles. There is no way to do that for all of the people that want to say something about the topic. Letters to the editor are one thing but that is generally one per print edition.
     The next thing to take into consideration is the service itself. Are you signing a contact for one month, three months, one year, and is there an automatic renewal clause included in it. Is there a penalty for cancelling the contract. Do you have a person who you can contact, or do you get a voice mail, an automated system. The best thing that you can hope for is that you is that you get to talk to the owner or have an exclusive sales person that you can call anytime. Most of the REAL clipping services are owner run, and they take pride in providing professional services for inexpensive prices. Some clipping services can actually provide more not only Newspaper clipping services, as well as TV, Radio, Internet, and Print.

Try Magnolia Clipping Service for complete media monitoring service.

www.magnoliaclips.com


Tuesday, April 16, 2013

Media monitoring business cycles

This is a portion of a conversation I was having with a colleague about the media monitoring industry and what is to come with the future of media monitoring. There are apparently some offices closing due to the economy lack of interest in monitoring services new online web monitoring services in development as well as a feeling that public relations professionals can't do this on there on and still have the same amount of reliability and the data they provide. The Cision LA office I hear office and going to merge their office in Chicago with an office somewhere near the San Francisco Bay Area but that is all hearsay. I am not sure what kind of a deal they made with Critical Mention but I have stopped getting orders from Cision for video clips and there are clients who are fleeing from Cision looking for an alternative in media monitoring again.  I don't know what the deal with Cision and Critical Mention but there are enough semi-competitors such as TV-Eyes, Shadow-TV, Cyberalert and Meltwater and Moreover who believe that they are also monitors. The real question is what is the future of the monitoring industry with all of the mergers and hidden deals that are going on and how can we all help each other to make more money.  Most PR professionals believe it they can do it on their own and then way after the fact realize that they cannot this is a sad fact and much coverage is lost. The ignorance of the professional public relations person thinking that they know that they can do it themselves is false. I think that education of PR pros is what needs to happen. Cision is banking on the Cision Point Media Relations Contact database as their main product as does focus with that same competitive product. We all gain more insight when we can add more metrics to our data that we provide to the clients. The client therefore value the data that we provide for them which turns data into information and when you can look at the data with metrics that converts to information, and once that information is combined with internal statistics and additional information such as demographics an effort where the press releases were sent can reveal insight that insight is what helps make a PR professional look good to the board, their bosses, and the people in charge of the money to purchase our services. I think by leveraging the fact that we all have statistics to add to the wrong data that we have to provide we can create a need for our services and help the market realize the value of what we do. I would love to get more into the current atmosphere of the media monitoring industry and how it has seen the transformation and react with the closing of VMS the closing of the merging of Ccision and Burrelles print monitoring side and Cision and Critical mentioned getting together how do you see the future of the independent and small monitor and what can we do to increase growth, sales, revenue, and more clips being sold as well as reports that are being sent out. 

Magnolia Broadcast Monitoring Service 6 PM Business Matter News Feature

Magnolia Clipping and Broadcast Monitoring from Facebook Post, look for more at 6 PM

Magnolia Clipping and Broadcast Monitoring Service Makes The News

Brandon Artiles @BrandonWLBT from WLBT-NBC Jackson, MS came to our location and visited with The Porter Family to discuss the business how how the legacy of the family business is developing. Here is a quick teaser for the segment that will air Tuesday 4/16/2013 on WLBT 3 with @dpsrmag @videodred and @magnoliaclips @dredporter