Nieman Foundation at Harvard
HOME
          
LATEST STORY
James Pindell is trying to bring The Boston Globe’s election coverage to everyone by being everywhere
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.
James Pindell is trying to bring The Boston Globe’s election coverage to everyone by being everywhere
“Whether it’s their inbox, whether it’s for Twitter, Facebook, Medium, Instagram — the idea is to reach audiences where they’re at.”
The New York Times collaborates with This American Life on a special investigative report
The New York Times is running its story Friday, while This American Life’s complementary report will air this weekend and be available for download as a podcast Sunday.
With an interface that looks like a chat platform, Quartz wants to text you the news in its new app
“The content type is always messages, and that’s always true whether you’re getting the message inside the app or as a notification.”
What to read next
0
tweets
Working with young reporters, City Bureau is telling the story of police misconduct in Chicago
“Those areas, more than any part of the city, have been disenfranchised over the past 100-plus years. Even though there’s coverage there, it’s often quick, one-hit coverage — parachute journalism.”
0The New York Times’ new Slack 2016 election bot sends readers’ questions straight to the newsroom
“Instead of asking you to come to us and be part of this massive room of people shouting over each other, you can bring us to you, and have us be, essentially, one more person in your conversation.”
020 years ago today, NYTimes.com debuted “on-line” on the web
“We all had a sense that something important was happening, but at the time there were actually very few users. So it was a bet on people getting online and buying more PCs.”
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
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 ➚
The Huffington Post
Alaska Dispatch
Chicago News Cooperative
PolitiFact
Tampa Bay Times
Mozilla
Minneapolis Star Tribune
InvestigateWest
The Daily Beast
PBS
New England Center for Investigative Reporting
Ushahidi