Nieman Foundation at Harvard
HOME
          
LATEST STORY
Should it stay or should it go: News outlets scramble to cover Britain’s decision to exit the European Union
ABOUT                    SUBSCRIBE
May 10, 2010, 10 a.m.

Forbes new tool tracks advertisers’ corporate reputation

Get past advertising. It’s a commodity — and who wants to buy a commodity? But a service — that’s a different story.

That’s how Bruce Rogers, chief brand officer for Forbes, says the magazine is thinking these days. Even though circulation has remained relatively stable, Forbes sees an opportunity in thinking beyond selling advertising and diving into broader service areas for clients.

In conversations with chief marketing officers at major financial institutions, like Bank of America, it became clear that many of these companies were dealing with a serious corporate image problem. Rogers said those conversations led to Forbes’ latest service: a reputation tracker, which gives a company an understanding of how its corporate image is perceived by both the general public and by Forbes readers. The idea is to help companies get a benchmark for their relative strength or weakness. And the tracker will specifically test how that reputation changes after an ad campaign run in Forbes — a way to bring some of the measurability of web advertising into the more staid (and more profitable) world of print advertising.

“Corporate reputation was becoming the single most talked about issue when we site down with CMOs,” Rogers told me recently. “Issues around trust, around the company and general credibility.”

The tracker survey system was created by the Reputation Institute, a firm that’s been tracking corporate reputation since the 1980s. Here’s how the survey works:

Reputation is measured based on RI’s RepTrak pulse model, including perceptions of seven key elements: innovation, leadership, citizenship, governance, products/services, performance and workplace. The tracker will also map the connection between these elements and behavior, such as recommending one’s company to others, saying something positive about one’s company, and/or buying the products and services of one’s company.

The tracker doesn’t solve reputation problems, though. Maybe that’s another service waiting to happen.

POSTED     May 10, 2010, 10 a.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Should it stay or should it go: News outlets scramble to cover Britain’s decision to exit the European Union
Online, readers stayed up for the results: Peak traffic to BBC News, for instance, was around 4 a.m. GMT, and by 11 a.m. BBC.com had received 88 million page views.
Acast wants to get new audiences “in the podcast door” with more diverse shows and better data
With a new paid subscription option and its sights set on non English-speaking countries, the Swedish podcasting startup is looking for listeners (and shows) beyond the iTunes set.
“Medium’s team did everything”: How 5 publishers transitioned their sites to Medium
What happened when Pacific Standard, The Ringer, The Awl, The Bold Italic, and Femsplain moved their sites over to Medium.
What to read next
0Spain’s Eldiario.es has 18,000 paying members, and its eye on the next several million
“We have a potential of six million readers. You may not convince all six million people to be your socios, but if you learn more about their interests, you can get closer.”
0The Washington Post is testing out a few new hurdles for non-paying online readers
The Post is now asking readers to submit their email in order to read stories without paying.
0This new collaboration hopes to aid the endless debates about media with some actual hard data
“For a long time, I’ve wanted to try to put more data and quantitative analysis behind some of the claims and questions we ask around underrepresented and misrepresented stories in online spaces.”
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
PBS NewsHour
Arizona Guardian
FactCheck.org
TBD
Neighborlogs
Byliner
Medium
NBCNews.com
Newsweek
New West
California Watch
Chi-Town Daily News