Conversation Agent - Valeria Maltoni - Are You Measuring Media by the Pound?

« Risk is not a Four-Letter Word | Main | SxSW Panel: Brand, Watch Your Manners (Your Vote Counts) »


I think there's also an implication here, and probably a good one, that paying attention to the right kind of media is key. The balancing act is not so much about controlling every individual impression--you can't anyway since sooner or later someone is going to write something bad about you--but about being sure you are worrying about exposure in the kinds of media that matter most to your customers. Great coverage in the Wall Street Journal will mean less to a video game designer than it will to a financial manager. It's that simple.

VM, this is great stuff. Thanks for taking the time to think it through and write it!

It's not so much about volume of coverage as about the involvement and activity of those that are listening to the articles written about you. There are many articles and theories within the PR background that show this.

If you find the right audience then your message goes through. There's a demonstration of this with coverage of events. With a small camera you can cover a live event in a local town. Take that same media and place it on YouTube to see the audience expand.

It works for individuals but it's also worked for the Olympic coverage where there is discussion of how the use of web based video helped invigorate a keener interest to watch events on television as well.

It's about finding an interested audience than a big audience. In fact it's a look at niche markets and how to invite more people.

The comments to this entry are closed.

Conversation Agent

  • Since 2006, Conversation Agent focuses on the impact of technology in business, culture, and human behavior. At Conversation Agent LLC, I help organizations and brands develop and communicate their full business / product value consistently.


As seen on

Advisory Boards

Marketing that makes business sense


Book Reviews

  • Conversation Agent participates in the Amazon Services LLC Associates Program. It provides a means for Conversation Agent to earn commissions by linking to Amazon.

Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.


  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.