Press clipping probably not what you think
A press clipping service sounds like a service that helps you find great coupons. Yet it is not at all associated with discount deals. When businesses need to find out what the average consumer is saying, they hire a press clipping service to monitor current media to discover trends, product reviews, average consumer opinions and possible negative news stories that could be met head on.
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Published on: Mar 4, 2016
Transcripts - Press clipping probably not what you think
Press Clipping - Probably Not What You Think
A press clipping service sounds like a service that helps you find great coupons. Yet it is not at
all associated with discount deals. When businesses need to find out what the average consumer
is saying, they hire a press clipping service to monitor current media to discover trends, product
reviews, average consumer opinions and possible negative news stories that could be met head
on. In today’s internet connected world the name of the service has developed and changed to
reflect the larger portion of media monitoring taking place in all mediums including online.
A Short History
Press clipping services got their name from their humble beginnings as a true newspaper clipping
service in London, England. In 1852 a polish newsagent named Romeike started clipping articles
from local newspapers and started to catalog them. Artists, musicians and other celebrities would
stop by his shop to browse his ‘continental stock’ of newsprint to see their name in print. At this
point, he realized it could be made into a profitable business. Over the past 160 years this
industry has changed radically as new mediums were developed. Press clipping businesses have
had to reinvent themselves at least three times to keep up with current trends. With the
introduction of the radio, television and internet, a dramatic shift in the way monitoring was
conducted needed to take place.
Clipping in the US
In the US, news clipping services started in the late 1800s in New York City. The idea came
about as a way to clip stories about your clients or their competition to keep them apprised of
changes or trends that could affect their business. Public relations (PR) have become a mainstay
of any large company and now with the advent of social media, PR has an ability to affect even
local companies. It is the monitoring information, insight and trend-spotting that these services
spot that have made them so central to great companies and their ability to keep on top of trends,
forecast product needs and avoid PR nightmares.
Areas of Traditional Clipping
There are the traditional big three of clipping services which include print, TV and radio. These
traditional media outlets have undergone massive changes in the last twenty years, especially in
print. Print includes newspapers and magazines that are the traditional bulwarks of local news
stories. Newspapers have changed dramatically in the last ten years in response to the rise of
online news sources. Most pundits at one time called the end of print near, although it seems
cooler heads have prevailed and newspapers have reinvented themselves, including hyper local
news and content, bundled into an online newspaper and source. TV still remains according to a
survey in 2013 the bulk of consumption of marketing materials of 43%. Radio itself is still in the
process of renewal and change as online streaming apps are competing more directly with
traditional local stations, although marketing and content outlet opportunities abound in either.
New Age Clipping
Press clipping services have undergone major overhauls with the rise of names and services like
Google, Facebook and Twitter. The rise of the internet, providing content in a multitude of ways
and formats has demanded a change in companies to include it in a full press clipping service
Find a press clipping service or media monitoring service near you to ensure your company has
stayed in the public eye, ahead of trends or out of negative publicity, otherwise you are operating
in the dark.