Reach Makes a Better Impression

31 Mar

Question:  You are about to go into a meeting with the C-suite members of your company to report on the success of your PR campaign.  Would you rather be able to say:

A.)  The campaign is working well, we have generated over 12 million impressions    

or

B.)  The campaign is working well, we have reached 91% of our target audience an average of 4.2 times.  

OK, so it would have been best to be able to report a direct causal link between PR activities and sales with an estimated ROI of 250%, but, between the two examples above, most of us would rather have reach and frequency data than just impressions.  Reach is typically expressed as a percentage of the audience and therefore requires the practitioner to know the total audience size and how many of the audience were ‘reached’ with a given combination of articles.  You also need to understand media consumption dynamics.  In the advertising world this sort of analysis is common and expected.

The power of reach is that it provides a much more realistic estimate of possible impact than impressions.  For example, if you are targeting women and get a hit in the New York Times, most PR pros today would lay claim to nearly 5 million impressions.  Some, citing pass-along readership and/or a mythical PR credibility advantage, might even inflate this number by a factor of three and claim almost 15 million impressions (For additional discussion on the use of multipliers, please see this IPR White Paper) .  In fact, you have reached a little less than 2 million women with the New York Times hit.  Reach paints a more realistic picture.

In the UK, Metrica purports to have reach and frequency data gleaned from a primary study of 12,000 consumers.  They use it as a standard metric in their bespoke media content analysis offering.  So why don’t any of the U.S.-based media content analysis firms offer reach and frequency metrics?  The database development would be expensive but uptake most likely would be strong. 

While both impressions and reach only represent opportunities to see (OTS), at least the reach approach requires the potential reader to be someone who could actually buy your product or service.  Baby steps of progress.  Next, perhaps we’ll start to measure people who actually saw an article and took the time to read it.  Maybe we’ll use the word du jour and call these ‘authentic impressions’.  

As always, thanks for reading.  -Don B  

83 Responses to “Reach Makes a Better Impression”

  1. Jason Whitmen March 31, 2008 at 7:59 pm #

    A friend of mine just emailed me one of your articles from a while back. I read that one a few more. Really enjoy your blog. Thanks.

    Jason Whitmen

  2. Mariana Sarceda April 8, 2008 at 3:43 am #

    Hi DOn! You’ve really made a point. Sometimes, in PR we get so obsessed with numbers that we only want to hear the highest and most impressive one. However, more often than never, our advertisements or articles have a less signficant impact numerically speaking. I guess we should get acquainted with the idea that it’s not a question of how many people can potentially read our article/ad but how many of our target readers actually paid attention to it. I’ll keep this in mind next time I have to deal with statistcs and show results to my CEO.

  3. Don Bartholomew April 8, 2008 at 2:13 pm #

    Mariana,
    Thanks for your thoughtful comment. I believe you are thinking about it in exactly the right way. -Don B

  4. Andrew Laing April 21, 2008 at 10:53 pm #

    Don, if I can add. I agree with you on the value of a %reach, but it is not straightforward to calculate what is the total. We often look at national coverage for clients over time within a representative sample of media. But we discount an audience reach based on various factors such as prominence, placement, etc. (we swim against the current by looking for the SMALLEST number — what I guess you might call “authentic” impressions), but then would that number be divided all possible people reached by the outlets? Possibly, but I’m not sure if that fits the bill.

    I’ve been thinking for a while on a similar question as it pertains to comparing levels of media activity in different regions — that is, providing a valid metric over time that says media in the North are more active on the topic than media in the South. It’s easy to say coverage/impressions was greater in one region than the next, but whether there was really more activity in the West versus the East is more complicated, because it requires standardizing in some way the total potential audience and/or newshole available.

    Nonetheless, always love questions about methods and metrics.

  5. metricsman April 22, 2008 at 8:39 pm #

    Hi Andrew,

    Thanks very much for reading and your comment. Hope all is well in my second favorite country. I agree there are challenges to getting proper population numbers or even tight estimates thereof. The available data is somewhat better for consumer markets (e.g. census data) than it is for B2B markets. Estimating, say, the number of working chemical engineers in Canada is a difficult number to come by and would require some estimation or extrapolation.

    I don’t necessarily agree with factoring the reach estimate by some variable of quality (e.g. prominence, tonality). I believe there is some merit in keeping the ‘opportunities to see’ pure and then, perhaps, making some qualitative assessments in order to guesstimate the likely marketing impact.

    For the levels of media activity by region, presumably we’re speaking about regional and not national issues because anything of national interest that breaks in a particular region quickly (same hour/day/week) goes national. It might be more straightforward to start with the audiences (i.e. are there regional differences in topics, tastes, incomes, etc.?) and then see which media channels best reach each of the audiences that you/your clients have an interest in.

    Thanks again Andrew. -Don B

  6. it staffing agencies los angeles June 10, 2014 at 4:56 am #

    I have too thank you foor the efforts you’ve put in penning this site.

    I am hoping to check out the same high-grade content from you in the future as well.

    In fact, your creative writing abilitiees has inspired me
    to get my very own site now ;)

  7. Job Agencies In Los Angeles June 11, 2014 at 1:37 am #

    Pretty nice post. I just stumbled upon your weblog and wished tto say
    that I’ve really enjoyed browsing your blog posts. In any
    case I will be subscribing to yor rss feerd and I hope you write again very soon!

  8. I know this web page gives quality based posts and other information, is there
    any other web site which provides these data in quality?

  9. I rarely create remarks, however i did a few searching and wound up here Reach Makes a Better Impression |.
    And I actually do have a couple of questions for you if
    it’s allright. Is it simply me or does it give the impression like a few of the comments come
    across like they are coming from brain dead visitors? :-P And, if you are posting on other social sites, I would like to keep up with everything
    new you have to post. Would you make a list of the complete urls of your
    public pages like your twitter feed, Facebook page or
    linkedin profile?

  10. trust hostgator June 11, 2014 at 8:21 pm #

    When I initially commented I clicked the “Notify me when new comments are added” checkbox and now each time
    a comment is added I get four emails with the same comment.
    Is there any way you can remove me from that service?
    Many thanks!

  11. Prospect Park South June 17, 2014 at 3:21 pm #

    You really make it seem so easy with your presentation but I find this topic to be really something which I think I would never understand.
    It seems too complicated and very broad for me. I am looking forward
    for your next post, I will try to get the hang of it!

  12. chula vista auto parts June 17, 2014 at 10:09 pm #

    Howdy! I’m at work surfing around your blog from my new iphone!

    Just wanted to say I love reading your blog and look forward to all your posts!

    Carry on the fantastic work!

  13. portland dui June 18, 2014 at 7:41 pm #

    This is a topic which is near to my heart… Best wishes!
    Where are your contact details though?

  14. Awesome issues here. I’m very satisfied to see
    your post. Thank you so much and I am having a look ahead to
    touch you. Will you please drop me a mail?

  15. witcher 3 free download June 19, 2014 at 2:28 am #

    Thanks for some other excellent article. The place else could anybody get that type of information in such an ideal manner
    of writing? I’ve a presentation subsequent week, and I am on the look for such information.

  16. goat simulator download gratis June 19, 2014 at 2:31 am #

    Hi just wanted to give you a quick heads up and let you know a few of the images aren’t loading
    correctly. I’m not sure why but I think its a linking issue.

    I’ve tried it in two different browsers and both show the
    same results.

  17. Hi there, I wish for to subscribe for this webpage to get hottest updates,
    so where can i do it please help out.

  18. jetpack joyride hack no jailbreak June 19, 2014 at 2:43 am #

    Hey! I know this is kinda off topic but I was wondering which blog platform are you using for this site?
    I’m getting fed up of WordPress because I’ve had problems with
    hackers and I’m looking at options for another platform.

    I would be great if you could point me in the direction of a good platform.

  19. new term life insurance June 19, 2014 at 4:46 pm #

    Thank you for another informative website. Where else may just I am getting that type of information written in such a perfect
    means? I’ve a mission that I am simply now working
    on, and I’ve been at the glance out for such information.

  20. www.rvline.ru June 21, 2014 at 11:17 am #

    I was recommended this blog by my cousin. I am not sure whether this
    post is written by him as nobody else know such detailed about my difficulty.
    You’re wonderful! Thanks!

  21. landscaping designer June 21, 2014 at 10:57 pm #

    It’s awesome in support of me to have a website, which is helpful
    in favor of my know-how. thanks admin

  22. costly b2b marketing June 22, 2014 at 11:40 am #

    I am in fact glad to glance at this website posts which contains lots of helpful data, thanks for providing these statistics.

  23. Brady June 26, 2014 at 11:34 am #

    Greqt work! That is the type of informastion that are meant to be shared around
    the internet. Disgrace on Google for no longer positioning this submit upper!
    Come on over and consult with my web site . Thank you =)

  24. jobs at video game companies June 27, 2014 at 8:35 am #

    I every time emailed this webpage post page to all my contacts, because if
    like to read it then my links will too.

  25. free mp3 rap music June 28, 2014 at 9:24 am #

    Why people still use to read news papers when in this technological globe the
    whole thing is presented on net?

  26. afford a bail June 30, 2014 at 11:38 pm #

    A motivating discussion is definitely worth comment. There’s no
    doubt that that you should write more on this topic,
    it might not be a taboo matter but usually people do not talk about such topics.
    To the next! Cheers!!

  27. rhinoplasty scottsdale az cost June 30, 2014 at 11:53 pm #

    It’s very simple to find out any topic on net
    as compared to books, as I found this article at
    this website.

  28. Termite Control Needs July 1, 2014 at 4:52 am #

    Hey There. I discovered your weblog using msn. That is an extremely smartly written article.

    I will make sure to bookmark it and come back to learn extra of your helpful info.
    Thanks for the post. I will definitely comeback.

  29. Margareta July 2, 2014 at 12:45 am #

    Mold can lead to infections, especially in those undergoing chemotherapy
    or with compromised immune systems. Before we get into the
    remedial measures, let us first understand what exactly a mold
    is and how do they become our uninvited guests.

    NC residents can contact one of several companies to evaluate
    their mold problem and its underlying cause.

  30. hair salons near me scranton July 2, 2014 at 1:18 am #

    I think the admin of this website is really working hard in favor of his website, as here every data is quality based
    data.

  31. Seo Marketing Agencies July 2, 2014 at 1:22 am #

    you are really a excellent webmaster. The site loading pace is amazing.
    It seems that you are doing any distinctive trick. Moreover, The contents are masterpiece.
    you have performed a fantastic process on this subject!

  32. Buy my house in Nashville July 2, 2014 at 7:59 am #

    Its such as you read my thoughts! You seem to know so much approximately this, such as you
    wrote the e book in it or something. I believe that you simply
    can do with a few percent to power the message house a bit, but other than that,
    that is magnificent blog. An excellent read. I will certainly
    be back.

  33. best brighton criminal defense attorney July 2, 2014 at 9:46 am #

    What’s up to all, how is all, I think every one is getting more from
    this web page, and your views are nice designed
    for new users.

  34. term insurance Anaconda Montana July 2, 2014 at 3:54 pm #

    First of all I want to say excellent blog! I
    had a quick question that I’d like to ask if you do not mind.

    I was curious to find out how you center yourself and clear your mind prior to
    writing. I have had trouble clearing my thoughts in getting my ideas
    out. I truly do take pleasure in writing however it
    just seems like the first 10 to 15 minutes are
    usually lost simply just trying to figure out how
    to begin. Any ideas or tips? Appreciate it!

  35. partidos politicos actuales en españa July 3, 2014 at 11:53 am #

    It’s an awesome piece of writing in favor of all the
    web visitors; they will obtain benefit from it I
    am sure.

  36. termite Needs July 3, 2014 at 4:00 pm #

    This article gives clear idea designed for the new visitors of
    blogging, that truly how to do blogging and site-building.

  37. buy cheap followers July 3, 2014 at 5:26 pm #

    Good blog you have here.. It’s hard to find high-quality writing like yours nowadays.
    I honestly appreciate people like you! Take care!!

  38. glendale plumbing services July 3, 2014 at 8:07 pm #

    Nice post. I used to be checking continuously this blog and I’m
    inspired! Extremely helpful information specifically
    the ultimate section :) I maintain such
    info a lot. I was seeking this particular info for a very long time.
    Thanks and good luck.

  39. learn jiu jitsu in honolulu July 3, 2014 at 8:14 pm #

    Today, I went to the beach with my kids. I
    found a sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She put the
    shell to her ear and screamed. There was a hermit crab inside and it pinched her ear.
    She never wants to go back! LoL I know this is totally off topic but I had to tell someone!

  40. teespring on facebook July 4, 2014 at 12:09 am #

    Hey There. I found your blog using msn. This is a really well written article.
    I will make sure to bookmark it and come back to read more of your useful information. Thanks for the post.
    I will definitely return.

  41. teespring facebook course July 4, 2014 at 4:16 pm #

    An intriguing discussion is definitely worth comment. I believe that you ought to
    write more on this topic, it may not be a taboo matter but generally folks
    don’t speak about such topics. To the next! Best wishes!!

  42. Irvin July 5, 2014 at 3:28 pm #

    There are a few things to look for when making your selection. Always check
    with the Better Business Bureau (BBB) when you aren’t sure about a company’s reliability.
    It also maintains healthy relationship between clients and moving
    people that is necessary for successful relocation.

  43. Violet July 6, 2014 at 4:32 pm #

    Thus, to avoid any kind of mishap that can hamper anyone’s life, an individual must
    be careful while driving and be conscious about the regular maintenance activities of
    the machineries in the work place. Hiring a personal injury lawyer is beneficial in many ways.
    You want a successful lawyer, of course, and one who has years of experience.

  44. reseeding lawn carlsbad July 7, 2014 at 9:42 am #

    The Scotts Miracle-Gro Company recommends ‘feeding’ the lawn as much as four times a year
    to help it combat weather, drought, and other stresses. Keep your
    lawn dry by removing excessive snow pack. Many times
    moss will accompany the rings of bare dirt.

  45. criminal dallas lawyer July 7, 2014 at 2:13 pm #

    Hi mates, pleasant paragraph and good urging commented here, I am genuinely
    enjoying by these.

  46. i need a bail bondsman July 7, 2014 at 8:15 pm #

    I don’t even know how I stopped up here, but I thought this post was
    once good. I do not recognize who you’re but certainly you’re going to a well-known blogger for those who are not already.
    Cheers!

  47. Ahaa, its fastidious conversation about this post at this place at this blog, I have read
    all that, so now me also commenting at this place.

  48. easy bail bonds July 9, 2014 at 3:00 am #

    Your style is so unique compared to other people I’ve read stuff from.
    I appreciate you for posting when you’ve got the opportunity, Guess
    I will just book mark this site.

  49. us lawyer directory July 9, 2014 at 9:27 am #

    Good way of describing, and pleasant paragraph to get data about my presentation subject matter, which i am going to deliver in school.

  50. las diosas de la cama July 10, 2014 at 5:49 am #

    I’m amazed, I have to admit. Rarely do I come across a blog that’s both educative and
    interesting, and without a doubt, you’ve hit the nail on the head.

    The problem is something which not enough men and
    women are speaking intelligently about. I am very happy that I came across this during my search for something
    concerning this.

  51. how do i bail someone out of jail July 11, 2014 at 3:14 am #

    Hi there, just became alert to your blog through Google, and found
    that it’s truly informative. I’m gonna watch out for brussels.
    I will be grateful if you continue this in future.
    A lot of people will be benefited from your writing. Cheers!

  52. boudoir photography austin July 11, 2014 at 8:36 pm #

    Thanks for sharing your thoughts. I really appreciate your efforts and I will be waiting for
    your further post thanks once again.

  53. bail bond service July 11, 2014 at 10:03 pm #

    Hi, I read your new stuff like every week.
    Your humoristic style is witty, keep doing what you’re doing!

  54. video game maker July 12, 2014 at 4:40 pm #

    This design is spectacular! You certainly know how to keep a reader entertained.
    Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Wonderful
    job. I really loved what you had to say, and more than that, how you presented it.

    Too cool!

  55. Deb July 13, 2014 at 12:23 pm #

    You are encouraged by this university to checkout
    the accreditation page at Kaplan’s website. These attorneys aren’t
    cheap, but the chances that they’ll get your case dismissed or get you a reduced sentence is virtually assured.
    Yet, despite all of the ramifications that come with a DUI, you or
    they still need to get to work or school.

  56. ,Lawn Mower Repair Cornelius Oregon, July 14, 2014 at 10:08 am #

    Really when someone doesn’t know then its up to other visitors that they will help, so
    here it occurs.

  57. bail bonds carson July 15, 2014 at 2:11 am #

    Why visitors still use to read news papers when in this technological world everything is available on web?

  58. dental braces July 15, 2014 at 6:30 am #

    It’s very effortless to find out any matter on web as compared to
    textbooks, as I found this post at this site.

  59. LoDo - Denver CO Window Replacement July 15, 2014 at 6:37 pm #

    You could certainly see your expertise within the work you write.

    The sector hopes for more passionate writers like you who aren’t afraid
    to mention how they believe. Always go after your heart.

  60. canberra solar July 16, 2014 at 1:11 am #

    As you can see, you can make your own solar panel in a little time and before you can notice, it will be ready to
    be used. Compared to purchasing a newly constructed solar panel versus constructing your own can give
    you a cost cut down of $1-2 per panel inclusive or exclusive of labor.
    The invention of the solar car is what makes possible the renewable power in the car industry.

  61. dui criminal lawyer July 17, 2014 at 12:53 am #

    Hi there, always i used to check weblog posts here in the early hours in the daylight, as i enjoy to find out more and more.

  62. how to become video game developer July 17, 2014 at 1:51 am #

    Having read this I believed it was really enlightening.
    I appreciate you finding the time and effort to put this short
    article together. I once again find myself spending way too much time both reading and
    commenting. But so what, it was still worth it!

  63. Just wish to say your article is as surprising. The clarity to your post is just cool and that i could
    suppose you’re an expert on this subject. Fine along
    with your permission let me to take hold of your RSS
    feed to stay up to date with coming near near post.
    Thank you 1,000,000 and please keep up the enjoyable work.

  64. garage door opener July 18, 2014 at 6:33 am #

    I couldn’t refrain from commenting. Very
    well written!

  65. lawyers for July 18, 2014 at 3:27 pm #

    Thanks for sharing your thoughts about what is dui charge.
    Regards

  66. como ganarse una loteria July 21, 2014 at 2:24 pm #

    It’s nearly impossible to find knowledgeable people on this topic,
    but you seem like you know what you’re talking about!
    Thanks

  67. marinas in tennessee July 22, 2014 at 7:14 am #

    This website was… how do you say it? Relevant!! Finally I have found something which helped me.

    Thank you!

  68. transmission auto repair sacramento July 22, 2014 at 10:46 am #

    Quality articles is the key to invite the viewers to go to see the website, that’s what this web page is providing.

  69. churches in hawaii July 22, 2014 at 8:56 pm #

    Hello, i believe that i saw you visited my blog
    so i came to go back the desire?.I’m trying to in finding issues to
    improve my web site!I assume its good enough to make use of some of your
    ideas!!

  70. a best bail bonds July 22, 2014 at 9:09 pm #

    Do you mind if I quote a couple of your articles as long as I provide credit and sources back
    to your weblog? My blog is in the exact same niche as yours and my users would genuinely benefit
    from some of the information you provide here.
    Please let me know if this alright with you. Appreciate it!

  71. like new auto body Sacramento July 23, 2014 at 2:58 am #

    I’m gone to inform my little brother, that he should also pay a quick visit this website on regular basis to get updated from newest
    information.

  72. use this link July 23, 2014 at 3:29 am #

    Hi there! This blog post couldn’t be written
    any better! Looking at this article reminds me of my previous
    roommate! He constantly kept talking about this. I will send this post to him.
    Fairly certain he’ll have a great read. Thank you for
    sharing!

  73. the bondsman inc July 23, 2014 at 11:31 pm #

    I have read so many articles or reviews about the blogger lovers but this article is actually a fastidious
    post, keep it up.

  74. free music teaching resources July 24, 2014 at 5:55 am #

    At this time I am ready to do my breakfast, when having my
    breakfast coming again to read further news.

  75. essex driveway cleaning July 25, 2014 at 1:51 am #

    Hey! This is my first visit to your blog! We are a team of volunteers and starting a new
    project in a community in the same niche. Your blog provided
    us useful information to work on. You have done a extraordinary job!

  76. does he want a relationship July 25, 2014 at 7:19 am #

    Pretty nice post. I just stumbled upon your weblog and wished to
    mention that I’ve truly enjoyed browsing your blog posts.
    After all I’ll be subscribing in your rss feed and I hope you
    write once more very soon!

  77. car injury attorneys Miami FL July 25, 2014 at 9:47 am #

    This article is really a pleasant one it helps new net
    visitors, who are wishing for blogging.

  78. special finance auto leads July 26, 2014 at 9:22 am #

    My spouse and I stumbled over here different web page
    and thought I might as well check things out. I like what I see
    so now i am following you. Look forward to
    looking at your web page repeatedly.

  79. Arianna Pattek July 26, 2014 at 11:11 am #

    Hi there! I’m at work surfing around your blog from
    my new apple iphone! Just wanted to say I love reading through
    your blog and look forward to all your posts! Keep up
    the great work!

  80. real estate investors Las Vegas July 28, 2014 at 6:37 am #

    I seldom comment, however i did some searching and wound up
    here Reach Makes a Better Impression |. And I actually do have
    a couple of questions for you if it’s allright. Could it be just me or does it appear like a few of these remarks look as if they
    are left by brain dead folks? :-P And, if you are writing on additional
    sites, I’d like to keep up with anything fresh you have
    to post. Could you list of every one of all your social pages like your twitter
    feed, Facebook page or linkedin profile?

  81. cleaning services norcross ga July 28, 2014 at 1:14 pm #

    Hi there friends, nice post and fastidious urging commented at this place, I am really
    enjoying by these.

  82. Castle Hill council tree removal July 29, 2014 at 2:23 am #

    Hello my family member! I want to say that this article is
    awesome, great written and include approximately all significant infos.
    I’d like to see extra posts like this .

Trackbacks/Pingbacks

  1. Social Media Measurement: How Do You Get The C-Suite Buy In? | V3 Kansas City Integrated Marketing and Social Media Agency - January 9, 2012

    [...] Don Bartholomew, one of my favorite metrics-obsessed researchers, is fond of saying, “Measurement is about [...]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 169 other followers

%d bloggers like this: