People are Still Necessary to Provide the Best Media Monitoring

ALTHOUGH THE CLIPPING SERVICES HAVE UNDOUBTEDLY MADE A GREAT PROGRESS SINCE THE TIME WHEN ARTICLES WERE CUT OUT FROM THE PAPERS WITH SCISSORS, CLIPPING IS STILL JUST PARTLY DONE BY SOFTWARE AND TECHNOLOGY. GOOD SOFTWARE AND STATE-OF-ART EQUIPMENT ARE A VITAL PART OF CLIPPING SERVICES TODAY, BUT IN THE SELECTION OF RELEVANT CLIPPINGS, PEOPLE STILL HAVE THE LAST SAY.

At one of the conferences organized by FIBEP, an international association of media monitoring bureaus, one of the delegates expressed his concern about the increasing number of internet search engines and their complexity, as well as an increasing number of media that, apart from their printed edition, also have an online edition.
However, what seems to be a potentially dangerous area for clipping agencies is, in fact, an advantage. An increasing number of media and their availability
online means that it has become a lot harder to find the right information and that there is an increased need for a professional service in selecting the abundance of information.
Selection of information is the part in which software, no matter how good it is, still can’t entirely replace people. Nobody can deny the important role that technology plays in media monitoring and information processing. That role includes a
whole spectrum of functions: from the selection of clippings to generation of clipping reports, as well as a variety of value-added services such as the generation of different statistical reports, online clipping delivery etc. Clipping process consists of several important stages, and the first one is, of course, to define topics and key words. Key words tracking is usually not a problem, but topic
monitoring is a bigger challenge, especially in the case of general topics such as news from tourism, legislature etc. For example, an article wholly about, let’s say, a visit of a state official to an institution or company can have a sentence or two containing very important information for a client. There are countless examples illustrating how hard it is sometimes to assess if an article is important for a client or not. The next stage in the clipping process is the input of data into the database. In this stage it is necessary to type in basic information about every clipping.

Media Analysis more than just another tool in the belt.

If you want to be successful in THE 21ST century, certanly the most important predisposition is to have an accurate and timely information. It is important to know if you APPEAR in the media and in what context. Not knowing the situation can reflect on your reputation and your business. Apart from all kinds of officials and artists WHO MAKE A LIVING ON their reputation, today it is also true for business subjects companies and brands). Influence is measured by how far someone’s message penetrates.

GATHERING AND EVALUATION OF MEDIA CONTENT
Magnolia Clipping Service has long-time experience in monitoring and analysis of media reports in Mississippi. We are a member of NACPCS (North American Conference of Press Clipping Services). The membership enables us to exchange experience, improve our work and keep pace with the newest trends. The basis of media analysis is coverage, collection of media reports clipping during a certain time period.
There are two basic functions of analysis to describe and to explain. An analysis report written in an understandable and clear way shows the quantity and quality of media presence. For this we use precisely defined and relevant variables. All analysis reports are always tailor made for our clients.

MEDIA LIST
Press clipping’s media lists are created according to the following criteria: readership ratings / viewer ratings / listener ratings, demographic reach,
relevance and quality of some media based on their specific coverage. Those are:
ECONOMY, POLITICS AND SOCIETY, QUALITY OF LIFE, CHILDREN AND FAMILY, LIFE STYLE, SOCIAL EVENTS, IT, AUTO, & SPORTS.
This is important to know when choosing a type and dynamics of an analysis (Simple, Advanced, Comparative, Qualitative, Qualitative etc.) Media lists are updated regularly adding newly launched media or removing the ones that ceased to exist. The media lists are also updated taking into consideration changes in the broadcast
media. We keep an eye on the changes of the media reach (figures pertaining to the consummation and demographic data).