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Analysis Comparing Who To Its Competitors

In Select Media

January through December 2001

 

 

I - EXPLANATION

 

       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

 

       Stories:  the number of placements

 

       Impressions:  the estimated number of readers

 

       Value of Media Placement:  either high, medium or low as determined by Who

 

       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

 

       Topic/Subject of Article:  five general topics relating to the industry as determined by Who

 

       Positive Tone:  stories entirely favorable to company/product

 

       Neutral Tone:  stories containing both favorable and unfavorable comments about company/product or straight reporting with neither a positive or negative slant

 

       Negative Tone:  stories entirely unfavorable to company/product

 

       Type of Article:  rated as interview, product review, business story, news story or personnel announcement

 

       Individuals Quoted:  spokespeople, analysts or customers quoted

 

       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

 

 

 

Number of Stories:

 

 

 

Covering Topic/Subject:

 

in Media Valued as

with Extent of Mention Rated as

Topic

Topic

Topic

Topic

Topic

Company

High

Medium

Low

Significant

Average

Marginal

1

2

3

4

5

 

 

 

 

 

 

 

 

 

 

 

 

Who

 63

 19

 16

 16

 31

 51

 13

 31

  7

  4

 43

 

 

 

 

 

 

 

 

 

 

 

 

  Business Media

 43

8

 16

  8

 24

35

3

26

  1

  2

35

  Trade Media

20

11

 --

  8

7

16

 10

5

6

  2

8

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

What

  7

  7

  1

  4

  4

  7

  1

  2

  9

 --

  3

 

 

 

 

 

 

 

 

 

 

 

 

  Business Media

  2

  2

  1

  1

  1

  3

  1

  1

  1

 --

  2

  Trade Media

  5

  5

 --

  3

  3

  4

 --

  1

  8

 --

  1

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Where

  4

  2

  2

  1

  1

  6

  2

 --

  5

 --

  1

 

 

 

 

 

 

 

 

 

 

 

 

  Business Media

  4

  2

  1

  1

 --

  6

  1

 --

  5

 --

  1

  Trade Media

 --

 --

  1

 --

  1

 --

  1

 --

 --

 --

 --

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

How

 49

 15

 18

 14

 23

 45

  9

 16

  6

  2

 49

 

 

 

 

 

 

 

 

 

 

 

 

  Business Media

36

7

17

5

19

36

  4

15

  2

  1

38

  Trade Media

13

8

  1

  9

4

9

  5

1

4

  1

11

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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