Media evaluation giants to partner

WASHINGTON: A new partnership will integrate the full-text

libraries of LexisNexis with the analysis of Carma Immediate - a move

the companies claim will make media analysis easier.

Scheduled to be available in early 2002, at first only to academics such

as professors, students, and librarians, a web-based tool from the two

companies will monitor and evaluate media coverage of major


The tool is more powerful than current Carma offerings to corporate

communications departments. The current corporate tool has a bar graph

showing the favorability rating of a company's media coverage. Clicking

on the graph line brings up headlines from relevant articles. With

LexisNexis, the click will bring up the headline and full text of the


"We view this as a first stage of expanding this product," said Albert

Barr, Carma CEO. "We're hoping not too far down the road to bring that

kind of enhancement to the PR area, hopefully next year."

Carma is also working with academics to refine a tool to compare media

information to stock price. This would allow a company to compare PR

dollar value spent to its market cap.

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