Who is your client and what are its media goals?
Laura Bower: TNS Media Research is an audience-measurement research company. Its media goal is to gain positive coverage in national business publications and key trade magazines that position the company as an industry leader.
The Wall Street Journal is a high-profile business outlet, but what made it good for TNS? How did you pitch advertising writer Stephanie Kang?
Bower: The Journal's readership was an ideal target for TNS Media Research's audience of broadcasters, media agencies, and advertisers. We had spoken with Kang before, so when we had a story idea about TNS signing a deal with DIRECTV to create the largest audience-measurement panel in the US, we reached out to her, giving her the exclusive and a chance to sit down with [TNS] COO George Shababb.
Did you have Shababb media-trained prior to his interview with Kang? What other information did you showcase during the briefing that helped clinch the placement?
Bower: Shababb is well-versed in dealing with the media, but before his interview with Kang, we went over key overall messages, as well as points specifically related to the DIRECTV announcement. During their meeting, Shababb showed Kang a demo of Infosys - the system TNS Media Research uses to analyze data. This provided visual context for Kang, allowing her to see first-hand how the company measures viewing behavior for various TV programming.
What was the impact of the hit?
Bower: Kang's story ran in the Journal's Media & Marketing section, which triggered coverage in key publications, such as Advertising Age, Broadcasting & Cable, MediaPost, MediaWeek, and Crain's New York Business. TNS Media Research executives were pleased with the placement across the board, as it not only gave the new service exposure in one of the world's top business publications, but also generated strong client interest and requests for follow-up meetings.
Name: Laura Bower, account supervisor, Peppercom (New York)
Placement: The Wall Street Journal, January 31, 2008
Pitch timeline: Two and a half weeks