NLA media access introduces new PR measurement tool
Thursday, October 30, 2014 at 12:30 NLA Article Impact Measurement
NLA media access, one of the UK’s media licensing agencies, has launched a new PR evaluation product, Article Impact Measurement. AIM takes measurement of a PR campaign to a new level of sophistication and value -offering the ability to measure the impact of communications campaigns.
Previewed at an industry roundtable today: ‘Realising the Barcelona Principles, the future of PR measurement’ AIM has been developed in consultation with UK media monitoring agencies and will be available under licence from media monitoring and evaluation agencies.
NLA Article Impact Measurement offers PR and communications professionals access to a rich vein of previously unavailable audience data on the coverage generated on UK national newspaper websites. It brings together publisher page view data and social media statistics at the article level into a single measure of PR impact.
Data captured by NLA Article Impact Measurement includes:
- The total number of views of an article, provided by 10 national newspaper publisher websites
- The count of Tweets and Retweets of an article plus total reach (follower count)
- The number of times an article is republished, and on which third party websites
AIM offers a solution which improves markedly on previous PR industry benchmarks such as Advertising Value Equivalent. Evaluation of the impact of campaigns and ROI from PR strategy, effective crisis management and identification of influencers will be far easier due to the new data available and ability to identify readership rates at an article by article level.
David Pugh, Managing Director of NLA media access, commented:
“Coverage in UK newspapers remains critical to PR success and we know it is highly valued by agencies and their clients. AIM marks a big step forward in assessing the real value of individual articles.”
Barry Leggetter, CEO of the International Association for Measurement and Evaluation of Communication (AMEC), the global trade body for communications measurement said:
“The change we are seeing in major acquisitions in the media intelligence sector is being driven not only by the offer of a global footprint, but by the need to deliver the most advanced and comprehensive range of services to the customer. What NLA media access have developed as a new measurement tool to complement and enhance existing services is consistent with our members aim to offer their customers both new products and innovation.”
ENDS
Notes to editors
About NLA media access
Originally called the Newspaper Licensing Agency, NLA media access was set up by eight national newspaper companies to protect the industry's copyright through collective licensing. It now represents the rights of over 200 publishers.
NLA media access gives permission for organisations to copy from an extensive range of newspapers, magazines and websites and provides database services to both media monitoring agencies and publishers. In 2013 more than 200,000 organisations relied upon NLA media access annual licences.
Eighty per cent of the company’s revenues are returned to the publishers to be invested back into the industry. In 2013 NLA media access revenues equated to the salaries of 1100 journalists.
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Contact: Andrew May andrew.may@theopen-road.com / 0203 542 1119