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New Tools for Future Media Impact Measurement

Bottom Line:  A leading US university is to create a “global hub” to measure the actual impact of media — journalistic, cinematic, social et al.

Marketers and media-buyers will welcome an initiative from the Lear Center, a unit within The University of Southern California's Annenberg School for Communication and Journalism. Hitherto, says Martin Kaplan, the Center's director: “The metrics that have been used for this have been astonishingly primitive.” Until now the true impact of media coverage - paid and unpaid - has largely been ...

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... a product of the imagination.

But with $3.25 million in initial financing from the Bill and Melinda Gates Foundation and the John S. and James L. Knight Foundation, change is afoot.

Mr Kaplan will join the Lear Center's director of research, Johanna Blakley, as a principal “investigator” for the new enterprise.

Kaplan spoke last week about the futility of counting page-views, “likes,” and retweets when trying to figure out whether an opinion piece, a documentary film or a television show actually moved anyone.

“Those measure how many people saw something,” he said. “That’s not the same as an outcome.”

Read the original unabridged New York Times article.

[Estimated timeframe: Q2 2013 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: NYTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6086

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