Evolution Of Media Monitoring

The most satisfying definition of media monitoring

Media monitoring is the act of sticking a finger into the wind, not only to probe the current, but also to control it. It is the act of scanning everything, from high end press reports to gossip, to identify and analyze relevant mentions.

How, Why, And When Did Media Monitoring Start

Over centuries, artists, business owners, and politicians used to monitor their own fame, or what we can call today their personal brands. They were invested in how people see them, and what they say about them. At the very beginning, reputation management was the only goal of media monitoring. With advances in multiple industries, media monitoring started to become a pivotal component of market research, marketing, sales and much more.

Prior to the 19th, media monitoring was restricted to the only available media back then, print media. It was then that it acquired the name “Press clipping” or “press cutting”, a very descriptive term of the process itself.

In the 1780s, George Washington, the first president of the United States, monitored newspapers to see what people say about him. He didn’t interact with them just kept an eye on what the public had to say about him.

Henry Romeike, a polish news agent based in London, noticed the great interest among artists and writers to look for mentions of themselves in the newspapers. In 1852 he founded a press clipping service based on their ever-growing demand.

In 1870, French agencies started to collect the clippings and turn them into little booklets for their clients. In 1877, Rutherford B. Hayes, an American lawyer and politician, had his secretary paste clippings into a scrapbook for him.

Media monitoring in the TV And Radio Broadcasting age

In the 20th century with the invention of Radio and TV, Monitoring had to evolve to cover more than just print media. Agencies had to watch and listen to radio and television and take notes to show their clients how they were mentioned.

After 1960, with the invention of audio and video recorders, monitoring TV and radio broadcasting became easier. Press clipping agencies started to use audio and videotapes systems to monitor TV and Radio broadcasts. The evolution of the media monitoring industry was, naturally, influenced by the evolution of the media sector itself.

Media Monitoring today

In 1970 one of the first media analysis agencies started a computer-based analysis system for the very first time. In 1983 after the invention of the internet, press clipping service made its final transformation to become the media monitoring service that we see and know today, agencies developed to include online sources.

In the 21st century, media monitoring took another turn to offer sentiment and Data analysis, as well as advanced scan technologies for the first time.

Influencers marketing forced their way into the media monitoring industry, with the raising challenge of monitoring disappearing stories the need for a new advanced tooled raised as well.

VEER was established in Dubai year 2019. It adopted a classic meets futuristic approach, where traditional media monitoring blends with digital, social, and influencers marketing monitoring to form a comprehensive one of its kind monitoring service.

With an experienced tech team and highly skilled researcher. VEER combines advanced technology and human reviews to offer cutting edge solutions for PR companies. Crawling through online contents, 360 reputation management, sentiment scoring, data analysis, ROI measurement and customized reports.

For more information, contact us.

By: Hend Zedan, Product Development Manager & Client Happiness Manager

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