Rapid acceleration of blog and blogger mentions in top mainstream print
publications emphasizes the importance of proper blogger relations
CHICAGO, July 17 /CNW/ -- Cision (www.us.cision.com), the leading
provider of media research, distribution, monitoring and analysis services,
today released figures that clearly demonstrate the growing influence of blogs
in the mainstream print media. A study of the top 20 national magazines and
newspapers shows that over the last 5 years, the number of times blogs and
bloggers are mentioned in articles has increased more than 16-fold.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080717/NYTH017 )
Cision discovered that the top 20 national magazines and newspapers
mentioned blogs and bloggers 13,066 times in the one-year period ending June
30, 2008. That compares to only 795 times in 2004 and 2,179 times in 2005.
"This stunning growth in blogger influence magnifies the importance of
employing common sense when contacting bloggers," said Peter Granat, Cision
Executive Vice President. "Knowing the blogger and his/her focus is the
critical element in a successful blog relations campaign. While many blogs
are highly visible in their own right, the growing influence with the
mainstream media elevates their importance."
Other recent research confirms the growing reach of the blog. Brodeur
Partners, a leading public relations and communications firm, noted in a
January survey that 57 percent of 178 journalists contacted said they read
blogs at least two to three times per week, while 18 percent said they spend
at least one hour per day reading them. The PRWeek/PR Newswire Media Survey
revealed that nearly 40 percent of the participating journalists employ blogs
to find topics for stories, 30 percent use them to find experts, and nearly 58
percent use them to measure sentiment.
"As stories with origins in the blogosphere begin to spill into magazines
and newspapers, the benefits of developing relationships with bloggers
continue to grow," Granat said.
Publications included in the Cision research are the Arizona Republic,
BusinessWeek, Chicago Tribune, Cosmopolitan, Dallas Morning News,
Entertainment Weekly, Esquire, Financial Times, Houston Chronicle, InStyle,
Los Angeles Times, Money, Newsweek, New York Times, People, Time, USA Today,
Vanity Fair, Wall Street Journal, and the Washington Post.
Cision improves client performance through integrated services and
software solutions for reputation and campaign management, media monitoring
and research of media contacts. Cision AB (www.cision.com) is quoted on the
Nordic exchange and has approximately 17,000 shareholders. The company has
around 2,600 employees and a turnover of SEK 1.9 billion in 2007. Cision
operates in the US, UK, Sweden, Canada, Germany, Norway, Finland, Denmark,
Portugal, Lithuania, the Netherlands, Hong Kong and China, and has partners in
another 125 countries.
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