Nieman Foundation at Harvard
HOME
          
LATEST STORY
Newsonomics: On end games and end times
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.
Newsonomics: On end games and end times
Can publishers find a sustainable business model this new age of Facebook/Apple/Snapchat/Twitter/Google distributed content? And is local news destined to be left behind?
What Scribd’s growing pains mean for the future of digital content subscription models
It turns out that ebook subscription models don’t work very well when people read too much. So what happens next?
How research (and PowerPoints) became the backbone of National Journal’s membership program
“We no longer look at National Journal simply as a news source, but as a collection of resources, as well as a collection of experts we can turn to on occasion.”
What to read next
2843
tweets
A blow for mobile advertising: The next version of Safari will let users block ads on iPhones and iPads
Think making money on mobile advertising is hard now? Think how much more difficult it will be with a significant share of your audience is blocking all your ads — all with a simple download from the App Store.
1763For news organizations, this was the most important set of Apple announcements in years
A new Flipboard-clone with massive potential reach, R.I.P. Newsstand, and news stories embedded deeper inside iOS — it was a big day for news on iPhones and iPads.
762Newsonomics: 10 numbers that define the news business today
From video to social, from mobile to paywalls — these data points help define where we are in the “future of news” today, like it or not.
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 ➚
WyoFile
The Daily
The Nation
Fwix
Creative Commons
The Ann Arbor Chronicle
Ann Arbor News
Newser
Daily Kos
Tampa Bay Times
SF Appeal
The Seattle Times