Boost your AVE figures October 26, 2011
We recently took on a PR brief for the Gardening World Cup. The main aim was to raise the event’s profile beyond the domestic Japanese media.
One of the criteria for success was the total AVE (advertising value equivalent) of any coverage gained and we use Precise to collate mentions and calculate the value of the column inches we secure. Our agreed target was £80,000 of coverage so even we were shocked when the value of just one article on Yahoo Philippines News came in at £342,483. This is down to their reach of 12.7m readers each day.
It takes our total to £500,000 with more coverage still to come from the UK gardening monthlies. That’s a great return on a client investment of just 10 days of our time.
We’re suitably smug, yes, but it has been a good lesson for us too – online coverage is now as valuable and often more valuable than the traditional print media, and, researching the most popular online news sources for your audience is as vital as knowing which papers and magazines they pick up. We’re so familiar with the demographics presented in print media packs, but we also need to access the same level of detail for new media.
Now all we need to worry about is how to quantify the value of the social media mentions. We had a consistent Facebook ‘talking about’ percentage of 75% and twitter went wild over the Stowaway Snail story. If any of you have a media intelligence provider who is happy to place an AVE on social mentions, or you have a good way of reporting social coverage back to your clients (without using the term ‘engagement’) we’d love to hear from you.