Adds Internet Data
a new database that integrates Internet audience data from comScore
Media Metrix with media cost information from SQAD Inc. PR professionals
can now access Impressions and Media Values for the top 10,000 Web sites
instantly. A four-minute demonstration of PRtrak is available at www.brainshark.com/survdata/PRtrakDemo.
New Measurement Publications
On 2/19/03, the Institute for Public Relations announced three new publications
that deal with the subject of measuring the value of public relations.
All are part of an ongoing series, the “Measurement Tree,”
created by the Institute’s Commission on Public Relations Measurement
and Evaluation. These three publications join other non-proprietary
studies available at no cost on IPR’s
You Need to Know to Measure Investor Relations by David Michaelson
and John Gilfeather. Written as a primer rather than an advanced textbook,
the goal of the paper is to introduce the basic concepts of investor
relations in language that is clear and simple to understand.
Value Equivalencies: Nothing to Quiver About by Bruce Jeffries-Fox,
takes on the controversial notion that public relations results can
be assigned an overall dollar value by measuring column inches in
printor seconds in broadcast mediaand multiplying these
figures by the respective medium’s advertising rates.
and Standards for Measuring the Effectiveness of PR Programs and Activities
by Dr. Walter K. Lindenmann, seeks to set minimum standards for measuring
and evaluating the effectiveness of specific short-term PR programs.
This is a revision of a similar publication from 1997.
On 2/18/03, PRWeek UK reported on CARMA
International’s ranking of the most and least favorably mentioned
Media Metrix Erred in Measuring Web Use
On 2/24/03, The
New York Times reported that comScore
Media Metrix, one of the leading companies that measure Web site
audiences, has discovered flaws in the methodology it introduced in
October, and it has restated its measurements for the last three months
estimates Web audiences by projecting the behavior of a panel of presumably
representative users. The biggest differences come in its estimates
of Web use at the workplace, because large companies in particular do
not want employees to install the software that the ratings companies
use to track Web site usage. When comScore adjusted its formulas to
account for the underrepresentation at big companies, its audience projections
increasedin some cases, sharply:
now estimates that Primedia’s sites, mainly those run by about.com,
had 56 million users in the United States in December, rather than
the 44 million counted under its previous formulaa 25 percent
audience was increased 19 percent, to 54 million.
estimate for Terra Lycos was increased 21 percent, to 51.6 million
In a related
story, comScore Media Metrix analysis revealed that 7.9 million at-work
Internet users visited “personals” Web sites in December
2002, accounting for 35 percent of all time spent at the sites. These
workplace visitors spent an average of 51 minutes at the category, compared
to 37 minutes by at-home visitors.
in this issue:
with red arrows require a subscription:
PR In the Movies:
The Felix Awards
What is Trust? How Do You Measure it?
Why We Can't Trust the Media
A New Way to Measure ROI
The Experts Predict Measurement Trends
Using Measurement to Gain Strategic Advantage
black arrows do not require a subscription:
Can Phil Spector’s Reputation be Saved?
The Measurement Funnies
The Monthly Measurement Menace and Maven
Marketing Inspiration for 2003
The PR Weather Report
up now for your free monthly One-Minute Benchmarking
Bulletin and stay up to date on PR and marketing measurement around
the world. Just type your email address below and click on the Sign