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.

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/

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

Be wary of online services claiming to be Monitor Print!
     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.

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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

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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

Personalized service from Magnolia Broadcast Monitoring Service

Our Account Managers can help you with an interim solution -True Customer Support/Full Service Production/Ongoing Training -We will have your tracking results flowing within 24 hours of first contact -Unlimited keywords and tracking results for TV and Radio News -Real-time reports with Options for Immediate Download Formats -Nielsen Audience and Advertising Values for PR Measurement -Complete Preview Video to see how your stories aired -Integrated online dashboard to view, sort, share, analyze, and archive stories and requested segments -Flat fee pricing fixes your monthly cost...no per clip fees -Web monitoring/social media plug-in starting at less than $100/month -Integrated Media Contact Database and Press Release plug-in State, Regional, and National Press Clippings Available Magnolia has offered press clipping services since the beginning. In this time we have learned that in order to make our clients happy, we must simply provide the best, the fastest, most complete news monitoring available. This includes digital and hard copy delivery of news articles at the lowest possible cost. At Magnolia we create the clipping service around you, our client. The Process After a thorough interview to determine your exact news media search parameters, our trained staff will formulate a strategy to get you the print articles you need. With access to press clippings from around the world, Magnolia can be your one stop shop for all your news monitoring needs. Contact us to discuss your specific needs and costs. Press Clipping Rates Several levels of press clipping service exist. With rates starting at only $65/month and $0.65/article, we can find a level of service that works within any budget.

Magnolia Broadcast Monitoring Services TV News Clips

TV News Clips Magnolia Broadcast Monitoring Services records all of the news all of the time. Our video news archive contains the most comprehensive media content in the United States including all 210 U.S. television markets as well as extensive national network and cable programming. Our media archive also includes hyper local news programming from local public access and cable TV stations as well as extensive local and national radio news content. News clips are available from many stations for years after the original broadcast date. TV News clips can be delivered anywhere anytime thanks to our network of fifty full service production offices. Video clips can be delivered in the format of your choice. Digital Delivery - Streaming video delivered right to your desktop. DVD - High Quality news segments output to DVD. Video Preview - View an unedited high quality stream of your news clips shortly after the actual air time. To order news clips or learn more, call 601-856-0911

Magnolia Broadcast Monitoring Services

Magnolia Broadcast Monitoring Service is committed to providing the most comprehensive, cost effective, and easy to utilize media analysis services. By combining TV, Online News, and Social media monitoring information into a single easy to use platform, clients gain the ability to cost effectively monitor, manage, share, and analyze all of their media coverage. Magnolia Broadcast Monitoring Service provides news monitoring of more than 25,000 hours of broadcast content each day from more than 700 local stations nationwide, from the top markets to smaller markets, plus the national and cable networks. Magnolia Broadcast Monitoring Service Reports deliver throughout the day, every day, powerful information needed by Public Relations and Strategy Management executives across the U.S. Magnolia Broadcast Monitoring Service also provides comprehensive online news and social media monitoring. By monitoring more than 400,000 online news sources, over 5 million blogs and social media sites, clients gain the ability to monitor online and social media mentions at the hyper-local and national level. Magnolia Broadcast Monitoring Service Online News and Social Media Tracking Reports deliver real time access to the media information necessary for Reputation Management and Competitive Intelligence.

What is a Media Monitoring Service?

A media monitoring service, a press clipping service or a clipping service as known in earlier times, provides clients with copies of media content, which is of specific interest to them and subject to changing demand; what they provide may include documentation, content, analysis, or editorial opinion, specifically or widely. These services tend to specialize their coverage by subject, industry, size, geography, publication, journalist, or editor. The printed sources which could be readily monitored greatly expanded with the advent of telegraphy and submarine cables in the mid- to late-19th century; the various types of media now available proliferated in the 20th century, with the development of radio, television, the copier and the internet. Though media monitoring is generally used for capturing content or editorial opinion, it also may be used to capture advertising content. Media monitoring services have been variously termed over time, as new players entered the market, new forms of media were created, and as new uses from available content developed. An existing group may provide such a monitoring service, as it relates to their main purpose, while a monitoring agency generally provides such as their main business. Alternative terms for these monitoring services as well as the information they provide include: Press clipping service or agency Media cutting service or agency Information Logistics Service Media intelligence Media information services www.magnoliaclips.com

Newspapers: number one source for local news

http://magnoliaclips.com/newspapers-number-one-source-for-local-news/ Despite all the doomsayers out there writing obituaries for the nation's newspaper industry, 150 million Americans - two out of three adults - read a local newspaper last week. Newspaper Association of America research from 2011 by Scarborough USA indicates almost 70 percent of your neighbors read either a printed newspaper or its online counterpart within the past seven days. How could that be? Well, it's because newspapers still represent the most trusted source of news in America. I know that's hard to believe when you hear the mainstream media criticized at every turn on cable TV. But it's true. When citizens want to get the facts, they turn to their local newspaper. This is National Newspaper Week, and this year's theme, "Newspapers - Your Number One Source for Local News," underscores the importance of the nation's newspapers in the daily lives of citizens. Newspapers certainly have their competitors out there: a hundred million websites, hundreds of thousands of bloggers, Facebook, Twitter, billboards, radio and television. And that competition is formidable. But where does the vast majority of the "authoritative" news coverage originate that other media outlets utilize? Simple ... the nation's daily and weekly newspapers. If print is dead, then why do more than 7,000 weekly and 1,400 daily newspapers still open their doors every day and report what is hap-, pening in their communities? Because they take seriously the importance of local news. They know those who plunk down their hard- earned cash want their newspaper to cover those events that are unique to each community. Every day, newspapers in our local communities cover the big stories and the routine as well. Editors take to heart the newspaper's role as the most comprehensive source of a community's historical record, so births, deaths, weddings, engagements, business accomplishments, crime, courts, real estate transactions and a myriad of other day-to-day news events are covered along with the important governmental decisions that affect our lives. Newspapers are the number one source of local news in every city and county in America because we show up each and every day and cover those stories. It's what our readers have come to expect. And it's what we do better than any other news source in America. Doug Anstaett is executive director of the Kansas Press Association and current president of the Newspaper Association Managers

Weekly papers persevere; weeklies are alive and read

http://magnoliaclips.com/weekly-papers-persevere-weeklies-are-alive-and-read/

At a time when doomsayers are predicting the death of traditional journalism, thousands of small-town weeklies are doing just fine, thank you.
We've been hearing a lot of depressing news in recent years about the dire financial prospects for big daily newspapers, including the one you're now holding. Or watching. Or, in the argot ofthe digital age, "experiencing.'i .
But at the risk of sounding like I'm whistling past the graveyard, I'd like to point out that there are thousands of newspapers that are not just surviving but thriving. Some 8,000 weekly papers still hit the front porches and mailboxes in small towns across America every week and, for.some reason, they've been left out of the conversation. So a couple of years ago, I decided to head back to my roots, both geographic and professional (my first job was at a weekly), to see how those community papers were faring. And what I found was both surprising and inspiring.
At a time when mainstream news media are hemorrhaging
, and doomsayers are predicting the death of journalism (at least as we've known it), take heart: The free press is alive and well in small towns across America, thanks to the editors of thousands of weeklies who, for very little money and a fair amount of aggravation, keep otyt~lling it like it is. Sometimes they tell it gently, in code only the locals understand. Mter all, they have to live there too. But they also tell it with courage, standing up to powerful bullies -from coal company thugs in Kentucky to corrupt politicians in the Texas Panhandle. "If we discover a political official misusing taxpayer funds,'~ an editor in Dove Creek, Colo., told me, "we wouldn't hesitate to nail him to a stump." You might be thinking that attitude would be fundamental for anyone who claims to be a journalist. The Los Angeles Times certainly nailed those officials in Bell to the proverbial stump in its award-winning expose of municipal corruption. But just imagine how much more difficult that job would have been if those Times reporters lived next door to the officials they were writing about -or, as sometimes happens in a small town, if they had been related to one of them. Practicing journalism with gusto comes with a price tag in a small community -from being shunned in the checkout line at the grocery store to losing a major advertiser. Of course, most of these newspapers are not uncovering major scandals on a regular basis. That's not what keeps them selling · at such a good clip; it's the steady stream of news that readers can only get from that publication -the births, deaths, crimes, sports and local shenanigans that only matter to the 5,000 or so souls in their circulation area. It's more than a little ironic that small-town papers have been thriving by practicing what the · mainstream media are now preaching. "Hyper-localism," "citizen journalism," "advocacy journalism" -these are some of the latest buzzwords of the profession. But the concepts, without the · fancy names, have been around for ages in small-town newspapers.·· "
~b~~hQIJ-' "trinity" of weekly papers consists of high school sports (where even losing teams benefit from positive spin), obituaries (where there's no need to speak ill of the dead because everyone in town already knows if the deceased was a jerk) and the police blotter. The latter can be addictive, eYen to outsiders. These items, often lifted intact from the dispassionate log of the sheriff's dispatcher, are the haik~s of Main Street: "Caller states that there is a 9-year~0Id boy out mowing the lawn next door and feels that is endangering the child in doing so when the mother is perfectly capable of doing it herself." Or: "Man calls to report wife went missing 3 months ago." .
The business models of these small-town 'papers are just as intriguing as the local news. In 2010, the National Newspaper Assn. provided some heartening survey statistics: More than
· three-quarters of respondents said they read most or all of a local newspaper every week. And a full 94% said they paid for their papers. .
And what of the Internet threat? Many of these small~town editors have learned a lesson from watching their big-city counterparts: Don't give it away. Many weeklies, from the Canadian Record in the Texas Panhandle to the Concrete Herald in Washington's Cascade Mountains, are charging for their Web content, and, because readers can't get that news anywhere else, they're willing to pay.
Meanwhile, some big-city journalists are finding a new life at smaller papers. After Denver's Rocky Mountain News folded, the paper's Washington correspondent, M.E. Sprengelmeyer, decided to buy a paper in the small town of Santa Rosa, N.M. He brought along a photographer and a political cartoonist as welL The result -a paper that is already winning awards and an editor who is exhausted but happy to be making a living in a beautiful place. "In Santa Rosa," he says, "the future of print is print."
I wouldn't be so bold as to predict the future, not in a media landscape that is constantly shifting. But when we engage in these discussions about how to "monetize" journalism, it's refreshing to remember a different kind of bottom line, one that lives in the hearts of weekly newspaper editors and reporters who keep churning out news for the corniest of reasons because their readers depend on it. .
Judy Muller, USC journalism professor Los Angeles Times

What happened to VMS, and what is the future for Media Monitors

I think that they were overpriced, and under servicing their clients, with the advent of TV Eyes, Shadow TV, Critical Mention, NDS, and other products and services maturing, This allowed clients to do the same thing for themselves for less money. What is the future for the media monitoring industry? Not everything is ONLINE, and not everything needs to be online for public consumption, In the past Media monitoring service were worried about copyright, now they worry about free delivery from the stations websites. Metrics, and analytics are the frosting that keep the clients using the service that we as monitors provide. I agree, that VMS may have been the very best at this at one time for the major markets (Top 100), but frequently as request come Satellite Media Tours for the smaller markets, which are only available from regional service like magnoliaclips.com. We find that only about 60% of the news that has been aired is available online. This is generally true with the newspaper clipping service as well. The only way to get complete coverage is to have a service for each of the media outlets. Burrelle's/Luce and VMS excelled in this aspect. I suspect that Burrelle's/Luce will partner with some other company such as TV Eyes, or Shadow TV to provide TV media monitoring for their existing clients. As you mention "free", you also have to think of the time it takes to search for yourself, which is valuable as well. If having a service do this for you, or having an appliance such as a Snapstream box or a Tivo in house, saves you that time, then it is a premium. Many times these links online expire, and there is no way to archive these clips for later review and analysis. Additionally metrics and metadata are added to the reports provided by these service with also save PR professionals time and money when calculating ROI. So I guess my case is this, whether freely available over the internet vs having a product or service to do this for you, it is going to cost your either your time, or your money. With that PR Professionals must decide which is more valuable. VMS became too massive, and had a large infrastructure to maintain a national monitoring service too much overhead shrinking sales, and competition that could perform the same task more for less is what slayed the giant.

Magnolia Clipping Service Review - INFORMATION BUREAUS in Ridgeland, MS - BBB Business Review -

Magnolia Clipping Service Review - INFORMATION BUREAUS in Ridgeland, MS - BBB Business Review -

Old Media Embraces New Media to Survive.

Traditional Media is not making it in it's current form. In order to survive traditional media must adapt and revive it's strategy to new forms of social and consumer generated media.

As radio is losing listeners, and therefore advertisers, it is adapting by streaming media online and supplementing advertising with online ads. So the adage trading analog dollars for digital pennies is the finally coming true. The iPod had a lot to do with that, you no longer had to wait for the radio station to play the song that you wanted to hear, but you had it on demand straight from your digital device. Radio is dying. Streaming media everywhere, Sirius/XM Radio is coming with just about every car on the market, for at least one year. Pandora, Last.fm, and other streaming radio sources split up by numerous genres are taking over. Many with fewer ads, and some with pay models that allow ad free listening. Talk radio is the only radio format that seems to be translating very well to new media. With sponsors for podcasts, talk radio format has adapted into a new format we now call podcasts. They have exclusive the interview and behind the scenes coverage of the celebrities, politicians, and heads of companies that are available nowhere else. So Radio is making its way onto the web one way or another.

TV is on its last breath. Netflix, Hulu, Apple TV, Boxee, Roku, and Google TV are yet a few of the digital mob set out to kill traditional television. The traditional old media such as NBC, ABC, CBS, and FOX are losing ground to these new competitors. They are trying to strike deals with the newcomers but generally they are just to greedy to give up the dollars that they can get from their old business models. Local News which has always been a little on the lower end and lower budget as the market rank got lower are struggling even harder now to find a mix of online and on-air medium that will benefit them monetarily. The car salesmen and car wreck lawyers, and whatever other local businesses that can afford to advertise during the local news are now competing with cellular carries and travel companies for your time, which is the real commodity in the age of information overload.

Magazines are on life support. iPad apps that have the look and the feel of a regular print magazine. Glossy magazines bought on newsstands are combining. For Instance CondéNast took away operations and maintenance of its individual magazine websites from CondéNast. Since then, sites tied to magazines like Glamour, Vanity Fair and Portfolio were run separately from CondéNast the latter oversaw Wired Digital along with portals like Concierge.com and Epicurious.com. Obviously seeing that printing pulp was no longer as profitable as just publishing online. With the iPad and other tablets emerging, they are just as glossy, but much cheaper to produce.

Newspapers are dead. Really? Doom and gloom makes good headlines but the media is healthier than you might think. Yes they are making it just fine. The digital models of advertising are working, and fine tuning the pay walls are just the beginning of the transformation. The current pay wall models are too complicated to work smoothly and efficiently, but eventually as soon as they can solve the micro payment problem, supplemented by ad views, then they will begin to become a whole new animal. Really the big winners int he print game are the weekly papers. They are actually growing. Local content is now so exclusive, that people are willing to subscribe to both digital copy and a Print copy. Larger papers are just regurgitating reposting AP stories that you have already read on aggregator sites like yahoo or Google news.

Traditional media outlets have embraced new media just in time to stop their freefall. The truth be told, twitter is the fastest media outlet found anywhere in the world, excluding the fail whale appearance. For instance Celebrity deaths, foreign revolts, and earthquake news is reported so fast on twitter that CNN, HLN, MSNBC, and FOX NEWS are just repeating tweets from two hours before. With all of the changes that are now taking place with media it takes a savvy person, and smart people to monitor and make sure that you know what you need to know about what is being said about your company online and in traditional media forms. As in the past there is no one type of media is going to be the messenger for all of the relevant news for you. Multiple forms of media are needed to deliver the news and monitoring these media sources requires outsourcing this to companies such as magnoliaclips.com to make your job easier. Magnolia Clipping and Broadcast Monitoring Services does monitor multiple media monitoring - Print - TV - Radio - Internet - Blogs - Social Media - Media Analysis-Measurement! The goal is to transform this data into information & information into insight.

Local Sites Going to Facebook only

http://blog.businesswire.com/2011/04/11/local-news-sites-going-facebook-only-press-releases-need-local-hook-to-be-utilized/

Multiple services are needed to follow all of the media.

Why Monitoring the Media is getting harder as the types of media are segmenting. With Television, and Radio, Traditional media monitoring services are substantial resources to follow "Old Media". Traditional media monitoring services can follow TV, and Radio, and Newsprint just as well as any other service. These services are usually a regional service that provides service in that part of the country. Regional Service CANNOT be overlooked as they have the most comprehensive list of media that is covered for that area. They are have Hyper-local coverage containing weekly papers, local newscast and local radio coverage that has a very limited reach. So if you are tracking something for that community and need to know the impression that the media is giving in that community, then that is your best shot at getting ALL of the coverage that is available.

So with the advent of twitter and Facebook and many other blogging services, RSS is now becoming a real tool to monitor what can be said in the internet world of media. Google alerts is great to get a huge number of hits about a generic topic, but if you are a State Hospital Association for instance, then the number of hits that are found is intimidating. There are too many hits that are false, and Google alerts does not allow you to track these hits with a limited geography of where they originated.

A combination of traditional media monitoring services, and new media monitoring service, or Traditional monitoring services that now offer internet monitoring is the way to go. You will find that there is some overlap from the printed edition of the newspaper and the online version of the newspaper, but only by about 20%. There are many ads that never make it online and there are many article and blog post that never make it to print. Advertising is a whole different ballgame when you are talking about internet vs print.

Solution: A multifaceted approach for media monitoring is needed in order to monitor everything. You will need to use a Traditional Clipping Service, that can provide clips online in a digital format, Broadcast Monitoring Service that can provide online stats and preview of those clips found, and a Internet Media Monitoring service that is versed in RSS and Feeds and can help you set up alerts for yourself to monitor. Google alerts if good if you have $0 budget, but you will spend more time weeding out false hits and the likelihood of missing something is far greater than if you use a professional service.

Please contact me if you wish to discuss this in any further detail. you can find all of my contact information just about anywhere on the web. I am VIDEODRED or Dred Porter all over the internet. Full Disclosure I own and operate a monitoring service, but we are regional in nature and If I can not provide service for you I will tell you straight up, and can refer you to possible contacts that may be able to help from the national association NACPCS (North American Conference of Press Clipping Bureaus) nacpcs.com

Dred P. Porter, Jr.
Magnolia Clipping and Broadcast Monitoring Service
298Commerce Park Dr. Suite A
Ridgeland, MS 39157-2237
dredporterjr@magnoliaclips.com
videodred@gmail.com
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Historical Clipping Services

Check out this post found at http://w5ran.com
Clippings

These types of services have been around for over 150 years, as good as Google is and as comprehensive as the searches can be, not all of the information that is printed in the newspaper can be found online. A typical example of this is advertisements. Hospitals continue to advertise in the hard copy of the newspaper. So to track these advertisements a newspaper clipping service is necessary to gather all of the media from the print version of the newspaper. Press Clipping Services continue to thrive as online media differs from traditional print media by more that 80%.

Here is a list of all of the Newspaper Clipping Services that continue to operate and belong to an organization called the NACPCS http://www.nacpcs.com

There are additional services run by The Associated Press, and other state press association, all over the country.

Justify your PR Existence!

As a PR professional you must show your client that you are doing a good job. One way to justify your existence is to measure the results generated by your press releases, TV placements, and Internet articles. What is the best way to monitor and measure these hits. Yes you could do this yourself and all of the papers that you have sent a press release, use "Google Alerts", and watch check the TV news each night to see what aired, or was published. A better and more effective and efficient way do do this is to hire a media monitoring company to do this for you. Lets break each portion of the media down and examine exactly what can be measured.

Print Media:
In print specifically referring to daily and weekly newspapers, and monthly magazines, you can measure the article count, the circulation, the frequency, and the media value. To measure the count is easy enough, clipping services read All of the papers in a specific coverage area, and search for articles that mention your topics, then send them to you either hard copy or convert them digitally. Then, you must have all of the information about each publisher ready and available when you have an article printed. Next you must know whether that paper is a daily, weekly, bi-monthly, or monthly paper or magazine and tally that. Then count the circulation of each of those articles. Press Clipping Services gather this information regularly through media buyers, and get the national rate from each publication that they read. The circulation can often be found online, but may not always be up to date. Most modern clipping services use sophisticated bar coding and tracking systems for counting and measuring clippings count, circulation, and frequency. The hardest portion of this measurement is the Media Value. To calculate the media value for an individual article you mus know the rate and the length in column inches of the article. if you multiply that you get the Media Value. Clipping Services usually have a running tally of clippings and add them to a spread sheet, then at the end of the time period, a count if performed and a report is generated.

Television News:
Television News is similar to Print media in the fact that you can calculate media value, and obtain audience ratings through companies like Nielsen's. Media Monitoring services record the closed captions of each newscast and run queries in a database against those entries. Generated is a report that includes Audience ratings. Next is the 30 second ad value, which is used to calculate the real media value and thereby create the Publicity value too. The calculated media value takes into account the length of the video news clip and multiplies it times the 30 second ad rate generating a value which equals the advertising equivalency value. To get the Publicity value that A.E.V. is multiplied times the PRSA multiplier of x3, x5, or x7 depending upon the placement within the newscast. Some more advanced systems allow you to even assign a Tone (positive, negative or neutral) and Prominence (mention, feature, or focus)to each story. The raw data from these reports can be used in a variety of ways to display your effectiveness in diverting or spinning a story in the right direction.

Internet News:
There are a few aspects of internet news that will determine whether or not you wish to count them. Blogs for instance, is that counted as real journalism or not? You must consider the source, but you must keep in mind that a blog journalistic or not must still be counted and does have some influence, therefore you need to measure that. Google Alerts can do this, but it only crawls sites once a day at best. Media monitoring service have bots that crawl specific media outlets websites such as newspapers, magazines, tv stations, radio stations, aggregators, and online only, and blogs. The major goal of this is to count these stories. Using a media monitoring service to do this is the most effective way to do so since they have the search expertise and resources to pool all of the data into one aggregated searchable reportable source. Adding additional values to Internet stories is difficult. You can do a word count and count the "in-links" or pages that link back to that page or article. Anything other than that would require additional information from websites like Alexa.com or Google analytics.

Now that you have measured all of this data taking it and reporting it back to you boss, the board of directors, or the public affairs committee, is the next step. You will need to generate reports that back up the facts, and report to show that you have sent press releases to X number of sources and Y number of sources picked up the story, showing the total number of stories, audience/circulation, media value, and column inches/runtime/wordcount. A good media campaign should have a goal, and these measured results help to prove that goal was met.