Tech lost ground in 2001 coverage

SAN FRANCISCO: According to the first sector-wide benchmarking survey by Applied Communications, the technology industry experienced a 25% drop in media coverage in the second half of 2001.

SAN FRANCISCO: According to the first sector-wide benchmarking survey by Applied Communications, the technology industry experienced a 25% drop in media coverage in the second half of 2001.

Applied launched the Tech 100 Index to take a monthly temperature of how the top 100 tech players compare in media coverage. More than 8,000 business, trade, and analyst reports - as well as broadcast media - were covered in the benchmarking.

"We believe it's the first industry-wide benchmark of communications performance for the top technology companies,

said Tim Marklein, Applied SVP and head of research and planning.

Microsoft, IBM, and AT&T were the top three companies, and remained relatively consistent in the level of coverage received throughout 2001. But the entire industry's coverage fell sharply in the second half of 2001; Amazon and Lucent experienced significant drops.

Applied plans to provide a monthly report on the media share of the top 100 tech firms.

Marklein said this type of media analysis often serves as a starting-point metric with clients, offering an understanding of how a company's media relations strategy fares against those of its competitors."The notion of media share is almost instantly understandable, as opposed to market share and mind share,

Marklein explained.

Typically, Applied will begin by analyzing a company's media performance over six to 12 months.

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