Sincerely,

Tracking media hits is a very important requirement in PR today. In addition to number of hits, knowing the value of these hits is key. Below is a more in depth look at three services offering media clips and media valuation services. These firms also provide media databases. A separate comparison of databases will follow in the April edition of News at Eight.

BurrellsLuce gives users the ability to pick the specific states/countries in which they would like the media coverage tracked. The cost of the media monitoring depends on the number of areas chosen and also includes a per clip fee. They are the only service to provide the actual clips and not just online versions. The subscription includes basic analysis tools allowing users to measure the value of this media. Members can present the value of the media to the client in excel reports and PDF/graph reports. Key information in this analysis is number of stories, number of impressions and per column inch pricing. Customized analysis by BurrellsLuce experts can also be provided to clients for an additional fee. BurrellsLuce provides access to media lists for additional costs.

Vocus' clipping service is the first electronic news service in real time. At the basic level, Vocus offers yearly subscriptions for online use only, print only and also an online and print combination. At the next level, Vocus allows agencies the ability to combine services for several clients, offering the clipping service and database of media contacts at one flat cost (although there is a ceiling on use). Regardless of the level of service needed, Vocus does not charge per clip fees. Media valuation is also provided at all levels.

Similar to Vocus, Cision provides news management services at different levels, all at set costs, with no additional per clip fees. Included in the clipping service subscription are media valuation tools offering the advertising value of your media. For additional fees, customized reports from Cision experts can be developed. Use of the media database is not included in the news management service. Users can use the media database for an extra fee.

The most economical way to track coverage remains Google's free service -- www.news.google.com. This service provides real time tracking of posted newspaper articles and can be programmed for customized reports. The results are, of course, more limited than professional services and no media valuations are included.