Media Monitoring and Analysis
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1 2014 Media Monitoring and Analysis May Clips for June Board Meeting King County Library System 6/17/2014
2 May 2014 Media Analysis 1 EXECUTIVE SUMMARY Traditional and social media clippings totaled 138 in May for an estimated publicity value of $66,742. May Top Content Top Topics May Clips Total Clips Publicity Value YTD Value Start to Fitness $4,463 $20,247 Calendar Listings $27,583 $84,839 In May, calendar listings continue to be the most frequent at 42, nearly all posted online. OverDrive s release mentioning KCLS accounted for 20 of the 26 clips on News Web Sites. Start to Fitness received coverage in 22 items, the bulk of them in Online calendar listings. Clippings Details Highlighted items in the May clippings included the OverDrive corporate release. No single theme dominated the other clippings. Media Type Number of Clips Publicity Value Blogs 20 $4,592 Community Newspapers 2 $115 Daily Newspapers 12 $6,798 Microblogs (Twitter) 23 $322 News Service 0 NA News Websites 26 $13,310 Online News 52 $30,531 Television News 1 $10,500 Monthly Totals 138 $66,742 Year to Date 450 $298,724 Publicity Value Details One TV news item referencing KCLS, and a corporate news release from OverDrive accounted for approximately $24,000 of the May publicity value through Television News and News Web Sites. Online News largely calendar listings continue to be the single strongest value coverage type. It should be noted that many of those listings are carried by community newspaper websites, in conjunction with a decline in printed articles in those newspapers. The highest single day s publicity value (May 4) was the television mention of KCLS. The OverDrive release created the May spike. The May 22 value spike ($9,000) represents one story carried by The Examiner (News Web Site) listing the 50 largest library systems in the USA. Content Marketing Trial for Summer Learning Programs Community Relations is conducting a short term trial of an enhanced media promotional service to explore potential opportunities for broader coverage of library value illustrated by KCLS examples. Two of the four planned articles are posted (about KCLS new learning initiative Thinkology: the study of fun), and have garnered 1.3 million impressions and 655 clicks. The top outlets showing interest include The Street, New York Daily News, and news sites for NBC, CNN, BBC Slate, Fox, and New York Post. The test will continue into August. 1
3 2 MEDIA MONITORING DASHBOARD The top two Dashboard charts show the May media mix in snapshot and trend formats. The snapshot view (upper left quadrant of Dashboard) shows the monthly aggregate of items by media type. The trend view illustrates the daily coverage by medium throughout the month. Full page versions of each chart appear in the Appendix, pages 4 through 7. Note that the colors shift, representing different meanings in each of the charts. The lower left chart shows the publicity value by media type. The highest value in May is Online News, followed closely by Newspaper Web Sites, and one Television mention. The lower right chart shows the publicity value trend, measuring the value of total coverage on a daily basis. In May, the media mix trend reflects some correlation with the publicity value trend, coinciding with the OverDrive release mid month, and the Examiner article in the third week. 2
4 3 COVERAGE PUBLICITY VALUE AND FREQUENCY PROFILES May shows a mixed value profile, dominated by online coverage. Television and News Web Sites continue strong, which affects the value more than the total number of items covered. The May Frequency Trend spikes were created by an OverDrive release and STF calendar notices. 3
5 4 APPENDIX: DASHBOARD CHARTS ENLARGED This top left Dashboard chart (Media Mix Snapshot) illustrates continuing dominance by digital media, comprising more than 84 percent of the 95 items captured in April. This may be an indicator of a proportionate drop in print editions of daily and community newspapers. Online coverage leads at 37%, followed by News Web Sites (19%), and Microblogs (Twitter, 17%). 4
6 This top right Dashboard chart (Media Mix Trend) shows the total daily coverage by medium. This provides a media mix analysis of the item count illustrated in the Frequency Trend chart (page 3, lower). The May media mix reflects diverse media coverage and social media mention of KCLS, indicating activity in many different channels, and daily visibility, punctuated by the two substantial spikes created by widespread interest in the OverDrive release and the Examiner story on top libraries in the USA. 5
7 This lower left Dashboard chart shows the publicity value by media type. Nearly 75% of the May publicity value profile split between Online and News Web Site coverage, and nearly 25% comprised of coverage in daily newspapers and television news. At nearly 7%, blogs also made a respectable showing compared to previous years. Total May publicity value is estimated at $66,742. 6
8 This lower right Dashboard chart shows the Publicity Value Trend, measuring the coverage value on a daily basis. The May 4 value spike was caused by one reference to KCLS in a KING 5 news story on computer security. The May 14 spike represents coverage gained by OverDrive in their national release. The May 22 value spike was generated by the Examiner online story about top libraries in the USA. 7
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