Introducing Religious Orientation in Media

Learnings on Editorial Coverages: Media Spotted as Religiously Oriented in the USA vs France.

Last week, we announced the new Spotting of Political Orientations, this week, we’re introducing the new spotting of Religious Orientations in Media!

All these analytics where done on the period 3/17-6/17/2020.

Today, we are looking for coverage of the following religions:  Buddhism, Christianity, Hinduism, Islam and Judaism, deliberately listed in alphabetical order as, should it be necessary to mention: In no way, we are pushing, nor valuing any religion, one vs another, or in general.

Above, we are comparing the Editorial Classifications of Media spotted as Religious in both, USA and France.

We can see Editorial classifications are very similar except for Economy and Enterprise, only in the USA and Medicine and Health, only in France.

What makes Media Spotted as Religious different?

In the USA:

Here, we are comparing ALL media vs those spotted as Religious, both in the USA.

The Top 6 Editorial Classifications for Media spotted as religious:

. Has Society as #1
. Shares the same Top 3
. Does not have Sports and Entertainment and Leisure
. Has Economy and Enterprise and Humain Sciences

In France:

This time, we are comparing ALL media vs those spotted as Religious, both in France.

The Top 6 Editorial Classifications for Media spotted as religious:

. Like in the USA, has Society as #1
. Unlike in the USA, does not share the same Top 3
. Does not have Tech and Sports
. Has Human Sciences and Medicine and Health

Country vs Country+Language

Next, we had a look at the difference between a language and the same language spoken in a specific country.

The Top 6 Editorial Classifications for Media spotted as religious in English, in the USA vs anywhere:

. Same Top 3 but stronger in Society and Politics in the USA
. USA has Economy and Enterprise
. Anywhere has Law

The Top 6 Editorial Classifications for Media spotted as religious in French, in the France vs anywhere:

. Same Top 6
. Stronger in Society, Lifestyle and Politics in France

How is Christianity covered?

Now, let’s focus on one religion. We picked Christianity, out of Buddhism, Hinduism, Islam and Judaism because its coverage is the largest within both countries.


The Top 6 Editorial Classifications for Media spotted as Religious > Christianity in both countries:

. Both have Society as #1 with heavy scores. 
. Both have Lifestyle, Politics, Human Sciences, Culture and Arts
. Only France has Medicine and Health
.Only USA has Education.

Interested? Let us know below:

Introducing Political Orientations Spotted in Media.

Learnings on Editorial Coverages: Far Left vs Far Right and US vs France.

New: We can now spot Political Orientations in Media! In a coming post, we will explain how we are able to do this.

In today’s post, we decided to analyze extremes in the Political spectrum, Left and Right and in France and the USA (we only considered editorial classifications greater than 1%):

Today, we’ve also decided to start with some of the learnings and give you more depth afterwards. (Let us know if you liked it?)

Mouse over to zoom. Click to full screen

Editorial coverages in both countries

Far Left: #1, Politics, #2, Society
Far Right: #1, Society, #2, Politics.

Politics+Society =
In the US: 46.3%, Far Left, 48.8%, Far Right
In France: 24.7%, Far Left, 29.3% Far Right

Political Party is a Far Left thing.

Political engagement high for both wings.

Unions but in opposite wings: Far Right in France and Far Left for the US

Lifestyle in both wings but covers Child, Teen and Youth in France and Masculine in the US.

Only Far Left in both countries covers Home

Editorial coverage specific to the US.

Both wings cover LGBTQ and Religion.

Both wings cover both Civil and Military Defenses.

Only US Far Right does not cover Foreign Affairs

Both wings cover Law > Constitutional and Criminal. Far Left also covers International

Both wings cover Human Sciences > Philosophy

Editorial coverage specific to France.

Both wings cover Immigration and diversity

Only Far Left covers Social and Labor

Far Left does not cover Medicine and Health

Far Left does not cover Human Sciences

In more depth:
Spotted Far Left in France

Politics – 14.9%
Public Services (Social/Health) – 9.1%
Foreign Affairs – 2.1%
Government – 1.7%
Political Party – 1.2%
Society – 9.8%
Political Engagement – 5.1%
Immigration and Diversity – 2.1%
Law – 9.1%
Social and Labor – 6.4%
Economy and Enterprise – 9.0%
Economy – 1.5%
Employment and Unemployment – 1.0%
Medicine and Health – 6.3%
Care – 3.2%
Lifestyle – 5.8%
Child, Teen and Youth – 2.8%
Home – 1.3%

Spotted Far Right in France

Society – 19.2%
Political Engagement – 8.2%
Misc News – 4.5%
Religion – 2.5%
Immigration and Diversity – 2.0%
Politics – 10.1%
Foreign Affairs – 2.7%
Political Party – 2.6%
Public Services (Social/Health) – 1.5%
Civil Defense – 1.3%
Government – 1.2%
Lifestyle – 6.9%
Child, Teen and Youth – 2.0%
Medicine and Health – 5.4%
Veterinary Medicine – 1.2%
Care – 1.0%
Economy and Enterprise – 4.8%
Union – 2.1%
Economy – 1.2%
Human Sciences – 3.9%
Philosophy – 1.2%
Psychology – 1.1%

Spotted Far Left in the USA

Politics – 29.8%
Political Party – 12.5%
Foreign Affairs – 6.9%
Government – 5.1%
Public Services (Social/Health) – 2.5%
Military Defense – 1.5%
Civil Defense – 1.0%
Society – 16.3%
Political Engagement – 7.7%
LGBTQ – 3.4%
Religion – 2.1%
Economy and Enterprise – 8.5%
Economy – 5.1%
Union – 2.9%
Law – 5.5%
Consitutional -2.7&%
International – 1.4%
Criminal – 1.0%
Lifestyle – 4.5%
Masculine – 2.8%
Home – 1.0%
Human Sciences – 3.9%
Philosophy – 2.5%

Spotted Far Right in the USA

Society – 26.6%
Political Engagement – 7.5%
Religion – 6.9%
LGBTQ – 5.4%
Misc News – 2.7%
Humanitarian Aid – 1.4%
Politics – 22.0%
Political Party – 8.9%
Government – 5.2%
Public Services (Social/Health) – 2.1%
Military Defense – 1.4%
Civil Defense – 1.2%
Law – 6.5%
Consitutional – 3.3%
Criminal – 2.2%
Lifestyle – 5.2%
Masculine – 1.5%
Medicine and Health – 3.8%
Care – 1.0%
Human Sciences – 3.7%
Philosophy – 2.6%

Got questions? Contact us!

Nielsen’s Ad spent vs TrustedOut Editorial classifications. What is bought, What is written.

Where advertising budgets went in Q1

The chart above is from MarketingCharts showing the Top 10 Advertising Categories in Q1 2020 using Nielsen Worldwide data. MarketingCharts adds: “Figures show the percentage share of advertising spend across 21 countries: Australia; Belgium; France; Germany; Indonesia; Ireland; Italy; Luxembourg; Malaysia; Netherlands; New Zealand; Norway; Phillipines; Portugal; Puerto Rico; Singapore; South Africa; Spain; Thailand; UK; USA.”

What was written in the past 3 months

Knowing where ad dollars went from January to end March 2020, we decided to compare with our AI-powered classifications in the past 3 months (3/3-6/3) to gauge if there was a correlation. TrustedOut, at this point of its development, solely focus on the US and France.

Reminder: the goal of this post is to match numbers between what is spent and what is written.

1/ Matching Nielsen’s categories and TrustedOut’s taxonomy

The 10 categories from Nielsen, representing 72% of the ad budget spent in Q1 must be compared to TrustedOut’s taxonomy of  24 branches and 292 classifications.

We use this method of matching 2 taxonomies with large accounts so they can continue to use their own.

For this exercise, we asked our Head of Information and Editor in Chief to do the work.

2/ Editorial weights per country over a period of time

Each and every article is profiled to get its weight in the relevant classification (here’s how TrustedOut works).

Example: This article from CNN: American Airlines expands its US flight schedule for July is classified as:

59.6% Industries › Transportation › Air
40.4% People › Entertainment And Leisure › Tourism And Travel

3/ What is spent and What is written

The cumulation of those weighted classifications over a period of time gives the Editorial weights as shown in the table below

A dry run to demo capabilities.

We are comparing 2 different periods of time, January-March for Nielsen and March-May for TrustedOut and 2 different geos, 21 countries (including France and the US) for Nielsen, and 2, France and the US, for TrustedOut to showcase what can be read from this exercise.


Of course, we offer these analytics to customers with selected set of data.

72% bought vs 36-40% of what is written

Or, another way to say it, 60+% of what is written is NOT within 70+% of budget spent.

Screaming Opportunities…

According to Nielsen, Food attracts 8.9% on Ad Spent but the Editorial Offer is only 1-1.3%.

Yes, we are talking ad revenues that have to do with page views. But when the discrepancy is so important it might be a good idea to boost exposure of those pages and since dollars are coming in, to have more pages to satisfy the demand.

… and Crowdy areas

To the contrary, Entertainment gets 7.5% of the budgets but has 12.4-14.6% of Editorial offer. Might be a good idea to switch to more ad-opportunistic classifications

Editorial reactivity

An interesting case is the Top1: Healthcare. More than 1 USD over 10 spent on this Nielsen category. And, again, that’s for January-March 2020. In the past 3 months, TrustedOut measured 6.8-7.2% which high compared to normal times before Covid-19.

To gauge if this focus did last over time, we looked at the numbers for the past month (compared with past quarter):

+91% articles on Healthcare in the US. +53% in France.

Actions from here.

Our goal is to help make greater decisions with greater insights.

For Ad buyers: Be Nielsen in this example.

Contact us with customer budgets and let’s map the Editorial opportunities. Basically, you will replace Nielsen in this example and compare your numbers with ours, updated daily to optimize your ROI.

For Publishers: Get more inventory where budgets are.

Contact us with the projection you have on ad spent trends and let us map how to be best positioned in terms of inventory and competitive offering.

Interested? Contact us!

Helping Brand Managers address the Football lovers market

TrustedOut Quadrant for Football lovers

In a previous post we explained the TrustedOut’s Benefits and its Quadrant: A unique way to address Marketing and Advertising related to a market.

Let’s focus today on American Football Lovers and how TrustedOut can help Brand Managers.

Brand Managers:
Delivering a True Brand Consistency.

From the Quadrant:

1. Total Brand Safety

Brand Managers will want to totally secure their brand with a Whitelist made of their trust criteria:

  • Country is the US
  • AND Sources must cover Sports>Football (to broaden the number of media) over the past week (to ensure all classifications amongst the latest news)
  • AND Sources must cover Sports>Community over the same period of time
  • AND NOT be perceived as toxic
  • AND NOT be sensed as being politically extreme.

Corpus looks like this:

… representing 409 media with 845 sources and about 9,000 articles a day and 1.5M abstracts from the past.

Whitelist will be download or, even better, connected with a partner DSP:


This whitelist will drive the ad campaign to ensure, only media validated by the Brand Managers, will expose the brand.

2. Aligned watch and alerts

To make sure everyone within the company and partners are aligned and up-to-date with the targeted market, here Football Lovers, the Corpus will be modified like this:

  • Country is the US is replaced with Language is English for this watch
  • AND Sources must be dedicated to Sports>Football to narrow the coverage and watch the most important and dedicated ones.
  • AND Sources must be dedicated to Sports>Community over the same period of time
  • AND NOT be perceived as toxic
  • And removed the Political criteria to be aware of special treatments.

… representing 46 media with 57 sources and about 127 articles a day and 44.5k abstracts from the past.

This Corpus is download in the OPML format, ready to be imported in your favorite RSS Reader, Alerts, Newsletters tools.

3. PR Measurement

In this example, the Brand Manager wants his/her brand to be recognized in the Digital space. For that, he defines the perimeter where the brand must be seen and wants to make sure articles will be analyzed.

  • We will reuse the Corpus made for Whitelistings
  • And removed the Political criteria to be aware of special treatments
  • AND add Sources must also cover Digital Life OR Digital Tech

… representing 21 media with 27 sources and about 731 articles a day and 95.3k abstracts from the past.

One way from here is to download the list of articles in a CSV format and import those lists in Excel to add comments and scores for PR effort measurements


Read the equivalent of this post on Soccer in France

Stay tuned for the part: Advertisers

Interested? Let us know?

TrustedOut Benefits. For Advertisers and Publishers. For Brand Managers and Analysts.

Mouse over to zoom.

For the Advertiser:

The need for a new source of intelligence in targeting

Advertisers want a perfect targeting for their campaigns. With the end of 3rd party cookies, Advertisers will have to rely on other sources of intelligence to target the perfect page for ad insertions.

No self-declaration. No bias.

TrustedOut is totally independent from any preset lists and is entirely powered by AI using countrywide published content. This guarantees our content profiling to be unbiased, universally able on any matter and always up-to-date. We do NOT use any self-declared data coming from anyone. We listen, profile. All the time.

Dialect detection means no dependence on keywords.

How can you, for example, target the Healthcare Industry? With a list of keywords? Who did it? Is it up-to-date?… Hard to manage. Instead TrustedOut listens and profiles everything published and keeps on learning the words and expressions, the “dialects” (or “bags of words”), for each and every classification. This way, the definition of “Healthcare, in our example, always captures the words and expressions used for this targeting. No worries. No lists, potentially biased and out-dated. You are covered. Always.

Profiling Intelligence must be at insertion time.

Content perception varies upon time. A page/an article can be perceived primarily in one classification and, over time, in another one. In this example, we see first “Employment” at publishing time and 3 weeks later, “Seniors”. Same with the dialect words and expressions, it all evolves over time which is key for a perfect targeting.


For the Publisher:

The need for a precise, external and unbiased product pulse.

Like any business, publishers need a trustworthy, unsolicited, unbiased look at what they publish. This goes for articles, feeds/sources and the whole media (distinct domain). Not only this is critical to pilot a business but also to compare with others.

The end of self-declarations for special ops.

TrustedOut provides always-up-to-date profiling of a section or the whole of a media. It also provides trends which can be compared. The end of self-evaluations, self-declarations for a more trusted relationship with your sponsors and commercial partners.

Editorial trends and KPI measurement.

TrustedOut profiles published and exposed content. All of it and at all time. This means measuring editorial trends and positioning. Amongst a media and across a market, a region or a country. Mapping Editorial trends pictures how one reacts to a matter in depth and in time. Finally, it also measures performances and the balance of demand/delivery.


For the Brand Manager:

Brand Consistency Builds Brand Awareness

Marketers know Brand Consistency is key to build and keep awareness and credibility. To keep brands consistency, brands must be totally safe and not appear in an environment not consistent with its values. TrustedOut allows Marketers to define the content appropriate for their brands and get corresponding Whitelists where to deliver the right communication.

Consistency, inside and outside.

Branding is not reserved to marketers. Everyone within an organization, employees, board members, partners and, of course, customers and prospects should all have access to a curated list of sources related to the brand.

Consistency in PR goals and measurements.

Direct your PR efforts to where you want your brand to be and use our instant profiling to measure evolutions and progresses. Define KPIs with your PR departments and measure your ROI on a classification, a perception, a competition.


For the Analyst:

Must trust the Content in to trust the decisions out.

The mandatory first step in any analytics is to trust the content/data you are going to analyze. If you do not, results will be unreliable and worst, decisions you are going to make might be dangerous and disastrous to your business and brand. Bottom line: if no trust in, then no Trust Out.

Who reacts to what, and how.

Analyze how an event, product launch or local news, are classified and where. A great source of insights on how to prepare for a new launch or positioning.

Watching the future.

Industries keep on evolving. Be on alert about what technology is popping up, how it is received amongst content oriented, political or else, and where it is happening.

Let’s talk?

Covid-19 Editorial Trends. Why it matters to Advertising and Marketing.

TrustedOut. All rights reserved. (data as of April 22nd 2020)

How do Editorial focuses evolve with the Covid-19?

Covid-19/Coronavirus is a major disruption in almost everything. It has been the main focus of all major media for weeks.

Now that weeks are passing by, we wanted to have a look at any evolution of the Editorial focus on media.

Mapping the difference in focus on Industries > Healthcare.

We picked a classification, Industries > Healthcare and a region of France, the East, selected regional newspapers and compared how the main classifications of those titles evolved over the past week vs the past month. And mapped those delta in focus.

Focus shifting?

Finally, as shown above, per title, we displayed what has been the past week focuses (top classifications).

Why it matters.

For a publisher: Precise Editorial Pulse.

Knowing your product critically matters.
And it cannot be self-declared or self-appreciated.

To get a live and precise picture, on how, within a region, this title compares with others. Voluntarily or not, it does matter for the title brand sake to know where it goes and stands.

For an advertiser: Perfect Content Targeting.

Right content for the right message, measured at the moment of insertion.

Content targeting is even more important with the changes in cookies. Not only content profiling must be done right and provide the best insights on classification but it must be done at insertion time because appreciations on content vary over time and what was at publishing time may not be the same at insertion time. (More info and example here)

For a brand manager: True Brand Consistency.

As Warren Buffett says, “It takes 20 years to build a reputation and 5 minutes to ruin it”
Branding consistency is vital.

Brand must be safe, everywhere, but also stay consistent. The only way to ensure both is to define your trust and get the media corresponding. Key for Whitelisting in campaigns, internal watch and external communication.

For an analyst: Mandatory Corpus Trust.

Content used for any analytics (the Corpus), must be trusted to trust the decisions made from it.
“If it’s not Trusted In, it cannot be Trusted Out”

Any analytics, any Business Intelligence is a 3A process. Aggregation of the content/data to be used, Analytics of those, Action taken from the Outcome of Analytics. You can have the best Analytics and Action algorithms and staff, it is not only useless but dangerous to make anything from it if you don’t trust the Content and/or data to be used.

Questions? Let us know!

Editorial Trends during Coronavirus – USA Today, WSJ, Miami Herald, Le Monde, Le Figaro, Ouest-France.

Editorial trends past week vs past month, past month vs past quarter.

How do media evolve during this unprecedented period we are experiencing with the Covid-19/Coronavirus?

We decided to focus on 3 daily newspapers in France and the US and look at how their editorial orientation evolved over the past 7 days vs the past 30 days and the past 30 days vs the past 90 days.

Numbers are as of Wednesday, April 22nd 2020 and analyze the official twitter feed.

USA: Top 2 and 1 local.

USA Today

Back to People.

Lifestyle never left but People, Home and Sports are back. Less on Medicine & Health and Politics

The Wall Street Journal

Very stable on Lifestyle>Home.

Tech is growing.  Economy & Enterprise still high but more focused on Real Estate. Less Politics.

Miami Herald

More on Money, Less and Medicine & Health

Stable on Economy & Enterprise, More on General>Finance, less on Healthcare, Politics and Government.

France: Top 2 and 1 regional.

Le Monde.

Shaping up the future?

Politics is coming back. Industries is popping up. A little less on Medicine and Health.

Mouse overt to zoom

Le Figaro

More fun. Less serious stuff.

Time for break. Entertainment & Leisure and Culture & Arts are back. Easing on Public Services and Medicine & Health


Back to the field

Back to Society and industries, less on Medicine & Health and Sciences. A little less in Sports and Soccer in particular.

Want to know how we make this happen?

Read this post: AI-Powered Classification vs Keywords

Questions? Let us know!

Media and Coronavirus: Trust Up, Consumption Up, Revenue Down.

The Trust Chronology:

June ’18: Poll: 72 percent say traditional outlets ‘report news they know to be fake, false, or purposely misleading’

Feb ’19: Information from Traditional Media, Conversations on Social Media.

Back then, we wrote this post:

Get information from Traditional Media, have conversation on Social Media. Not the other way around.

March ’20: Coronavirus Approval Rates: Trump > News Media

As we wrote 2 weeks ago

Coronavirus amplifies the gap in trust.

Coronavirus update: GOP 25% (-8%), Dems 61% (-5%)

Credits: Gallup

April ’20: Trump’s Approval rating falls

Credits: Gallup

April ’20: 83% Of Americans Trust Journalists For Coronavirus Info. 50% Trust Social Media

So, Trust is up and Media consumption is up

Credits: Gallup

But Ad spending is down.

Credits: eMarketer

Time for Brands to get stronger (and support traditional media)

Coronavirus impact on Brands Trust (and our contribution)

Our contribution:
TrustedOut in April. Free.

For brands (US or France)

You are the Manager of a recognized brand in the US or France, contact us and we’ll help you build the perfect whitelist for your next ad campaign.

For analysts (US or France)

Your are an analyst for a solid Business in the US or France, contact us and we’ll help you create the perfect corpus to trust the sources and thus, trust your decisions.

Interested? Reach out here:

Coronavirus impact on Brands Trust (and our contribution)

“It takes 20 years to build a reputation and 5 minutes to ruin it…

… if you think about that, you’ll do things differently” – Warren Buffett

That was a post we wrote in June 2019.

“It takes 20 years to build a reputation and 5 minutes to ruin it…

Brands behaviors on Coronavirus impact their trustworthiness.

We highly recommend reading the most awaited 2020 Edelman Trust Barometer. This post is about our takeaways, focused on the vital trust in Brands



Solve, don’t sell.

Out of Edelman’s 5 recommendations, the 3rd one, Solve, don’t sell, resonates the most with us.

Brands vs Gov.: Critical. Faster and more effective.

More than ever, Trust in a brand is very meaningful, if not emotional. People believe Brand are playing a critical role in addressing the crisis and, believe Brands respond faster and more effectively than the government.

Brands to help gov. (not the other way around)

Brands to be a reliable news source.

Remember this recent post? Coronavirus amplifies the gap in trust showing, and it’s no news, distrust in News Media.

Coronavirus amplifies the gap in trust.

Well, Trust in Brands also means serving as reliable source:

Think People, not Business.

Under attack, and especially one of this magnitude, people matter. All of them, inside and outside your brand reach.

And, of course, what you produce must help with its purpose and be affordable.

Now is not the time for wild creativity in product launches and commercial campaigns.

Don’t hide, Be visible. Reassure. Strengthen your brand trust.

Do not stop communicating. To the contrary, reassure on your brand values and apply the advices above.

To apply those advices on ourselves:

Our contribution:
TrustedOut in April. Free.

For brands (US or France)

You are the Manager of a recognized brand in the US or France, contact us and we’ll help you build the perfect whitelist for your next ad campaign.

For analysts (US or France)

Your are an analyst for a solid Business in the US or France, contact us and we’ll help you create the perfect corpus to trust the sources and thus, trust your decisions.

Interested? Reach out here:

Coronavirus impact on the News Industry (and Journalism)

Early 2019. Saving Journalism. Already.

Early 2019 we wrote this post about the need to save Journalism

Saving journalism. [updated 2/19/19]

Journalism, the cure to media distrust.

As we wrote previously, quality journalism respecting privacy and transparency, delivering the brand values of the media they work for is the solution to the current distrust, driving to misinformation and, ultimately, to violence.

Coronavirus Update:
Journalism has ‘never been more important than it is right now’

We could not agree more with Facebook COO Sheryl Sandberg:

“Journalism is hugely important all the time, but it’s probably never been more important than it is right now, when people really need critical information about what’s going on,” said Sandberg. “That means that those businesses have to be supported. So we’re doing it by spending money and we’re doing it by granting money.”

And Facebook is doing it, as promised. Facebook spending $100 million to help news outlets in coronavirus crisis

News industry braces for major layoffs, pay cuts

Why it matters: Local news was already facing dire strains in the United States. The coronavirus and a pending recession could push the industry into near collapse at a time when people need access to local news and information more than ever before.

More impacted.

While tech giants like Google, Facebook and others are expected to lose billions of advertising dollars this year thanks to economic disruptions caused by the coronavirus pandemic, the losses aren’t expected to cripple these companies.

The bottom line: “With the rapid drop in general ad revenue, overall revenue is dropping fast while costs and need are rising. This is on top of decades of financial stress. There is no fat in the system,” says Chavern.

Questions? Let us know!