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The News Analysis
Institute
818 LIBERTY AVENUE
PITTSBURGH, PA 15222
Phone: (412) 471-9411
FAX: (412) 471-9417
Analysis
Comparing Who To Its Competitors
In Select Media
January through December 2001
I - EXPLANATION
Ø
Competitors:
companies reviewed in addition to Who - What, When, Where and How; in
this report, 150 stories are analyzed with total impressions of 314,047,800
Ø
Stories:
the number of placements
Ø
Impressions:
the estimated number of readers
Ø
Value of Media Placement:
either high, medium or low as determined by Who
Ø
Extent of Mention:
significant = extensive reference to company/product in at least four
paragraphs; average = reference to company/product more than in passing, but
in less than four paragraphs; marginal = passing mention, one or two sentences
Ø
Topic/Subject of Article:
five general topics relating to the industry as determined by Who
Ø
Positive Tone:
stories entirely favorable to company/product
Ø
Neutral Tone:
stories containing both favorable and unfavorable comments about
company/product or straight reporting with neither a positive or negative
slant
Ø
Negative Tone:
stories entirely unfavorable to company/product
Ø
Type of Article:
rated as interview, product review, business story, news story or
personnel announcement
Ø
Individuals Quoted:
spokespeople, analysts or customers quoted
Ø
Key Messages/Issues:
the stories for Who and its competitors may contain one or more of the
key messages or issues; the number of stories, therefore, containing key
messages or issues may exceed the number of physical clippings
MEDIA
TREATMENT
Topic/Subject of Article:
1. Hot technologies
2. Business travel
alternatives
3. To videoconference or
not to videoconference
4. Technology return on
investment
5. Corporate profiles
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Number of
Stories: |
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Covering
Topic/Subject: |
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in Media
Valued as |
with
Extent of Mention Rated as |
Topic |
Topic |
Topic |
Topic |
Topic |
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Company |
High |
Medium |
Low |
Significant |
Average |
Marginal |
1 |
2 |
3 |
4 |
5 |
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Who |
63 |
19 |
16 |
16 |
31 |
51 |
13 |
31 |
7 |
4 |
43 |
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Business
Media |
43 |
8 |
16 |
8 |
24 |
35 |
3 |
26 |
1 |
2 |
35 |
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Trade
Media |
20 |
11 |
-- |
8 |
7 |
16 |
10 |
5 |
6 |
2 |
8 |
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What |
7 |
7 |
1 |
4 |
4 |
7 |
1 |
2 |
9 |
-- |
3 |
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Business
Media |
2 |
2 |
1 |
1 |
1 |
3 |
1 |
1 |
1 |
-- |
2 |
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Trade
Media |
5 |
5 |
-- |
3 |
3 |
4 |
-- |
1 |
8 |
-- |
1 |
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Where |
4 |
2 |
2 |
1 |
1 |
6 |
2 |
-- |
5 |
-- |
1 |
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Business
Media |
4 |
2 |
1 |
1 |
-- |
6 |
1 |
-- |
5 |
-- |
1 |
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Trade
Media |
-- |
-- |
1 |
-- |
1 |
-- |
1 |
-- |
-- |
-- |
-- |
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How |
49 |
15 |
18 |
14 |
23 |
45 |
9 |
16 |
6 |
2 |
49 |
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Business
Media |
36 |
7 |
17 |
5 |
19 |
36 |
4 |
15 |
2 |
1 |
38 |
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Trade
Media |
13 |
8 |
1 |
9 |
4 |
9 |
5 |
1 |
4 |
1 |
11 |
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