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How do you measure the value of earned media coverage?

The traditional way of measuring the financial value of editorial media coverage is not working. Hypefactors CEO, Casper Janns explains why

For many years, the PR and communications industry have measured and quantified the value of its work by using the 'Advertising Value Equivalent' method (AVE). The concept behind is to compare editorial coverage with the cost of placing an ad at the equivalent size in the same media title. The official cost of the advertising space is then multiplied by a number (often 2,5) to reflect the idea that editorial coverage is more valuable (due to trust and integrity) than advertising.

Today, more and more professionals reject AVE as a valid tool and at Hypefactors, we have never been supporting the AVE method. Some of the reasons are:

1. The official rate cards for advertising space rarely reflect the actual (lower) negotiated rates.

2. AVE don’t distinguish between positive and negative mentions.

3. AVE don't distinguish between an exclusive mention (mainly about one specific brand or organisation) and a secondary mention (covering more brands/organisations).

4. AVE don't take into account how well the readers of a specific media outlet fits the target group.

At Hypefactors we have developed an alternative and more sophisticated, but still very operational method. Will come back to this later:-).
Hypefactors is tech for better media impact and reputation. With all the tools to automate and ease the work, and all the facts to document the results. All-in-one and beautifully easy.
Casper Janns - cj@hypefactors.com

Contacts /

For more information, please contact:
Casper Janns
CEO