Corpus Intelligence for an Industry: Lifestyle – October 2019

Media covering Lifestyle.

In the US, 3,007 media and 8,300 sources are covering Lifestyle over the past quarter, publishing over 38,000 new articles a day.

In France, 327 media and 596 sources are covering Lifestyle over the past quarter, publishing over 3,000 new articles a day.

Media per Expertise Level and News Sensitivity.

TrustedOut uniquely profiles media per level of expertise (Dedicated > Specialized > Covered > All) AND per profiling period (past week, past month, past quarter). This profiling period identifies News sensitivity. Past week is more sensitive to the latest news, while Past Quarter is more stable. This is very convenient depending on the type of project you’re driving.

Reminder:

  • Media: unique domains used (xxxx.yyy)
  • Sources: unique feeds belonging to a Media. Mostly correspond to a section of the Media
  • Articles per day: number of articles published and analyzed by TrustedOut
  • Archived articles: Article abstracts and links archived on the corresponding Sources.

For the US:

For France:

Lifestyle media market shares in the US and France

Stability over a month and a huge number of articles per day and archived, meaning using a Corpus over a month should be considered to cop with the industry evolutions.

Lifestyle is more covered in the US

As shown in the tables above, at all level of expertise, the US have a lot more media covering this industry than France, which confirms what we see in our Media Coverage Market Shares US vs France – Source TrustedOut – 10/01/19

Related group classifications.

In the US, Lifestyle Media also cover:

In the US, Media covering Lifestyle in the past quarter also cover:

Radar view:

DNA view:

Mouse over to zoom

In France, Lifestyle Media also cover:

In France, Media covering Lifestyle in the past quarter also cover:

Radar view:

DNA view:

Mouse over to zoom

In both countries, Lifestyle and Culture & Arts are close, but France has Culture & Arts above Lifestyle when the US, it is the reverse.
Entertainment & Leisure are 3rd in the US and 4th in France, while Sports is 3rd in France and 5th in the US.
Specific to a country are: Society and Education, only, in the US and Economy & Enterprise and Transportation, only, in France.
Finally, in the US, Lifestyle is strongly attached to Food and Beverage.

Fine tuning your Corpus

Example: Want Lifestyle but NOT Food and Beverage AND NOT Food and Beverage Services

As seen above, Lifestyle Media often also cover Food and Beverage. Say, for PR or an ad campaign effort, you want to get Media in Lifestyle BUT NOT either in Food and Beverage or Food and Beverage Services.

Easy. The query to set your Corpus will look like this:

Mouse over to zoom

Of course, we are moving from 3,007 media and 8300 sources to:

A third of Lifestyle media are also covering Food and Beverage or the Food and Beverage Services.

Brand Safety Risk and Toxic Content: None

Mouse over to zoom
Mouse over to zoom

Media covering Lifestyle are not victims of toxic content and Brand Safety Risks.

Digging into top Media.

Example in the US: Chowhound (CBS Interactive)

Name Chowhound
Website https://www.chowhound.com/
Feeds

Political orientation is not significant enough to classify this media.

Classification over past Quarter

Trends

Example in France: Elle

Name Elle
Website http://www.elle.fr/
Feeds

Classification over past Quarter

Political orientation is not significant enough to classify this media.

Trends

How our AI-powered classification works

How our AI-powered classification works.

Now you can trust decisions made on content you trust

Importance for Business Intelligence:
No trust, no Intelligence.

Works on all sectors.

Say you are in the food market and want to understand how some cuisine types are perceived amongst specialized publications in America:

To feed your intelligence tools, such as Digimind (demo here), your Corpus will look like this.

Say you are in the food market and want to understand how some cuisine types are perceived amongst specialized publications in America:

To feed your intelligence tools, such as Digimind (demo here), your Corpus will look like this.

16,000+ sources (49k new articles abstracts a day) will ensure you analyze, and thus base your strategic decisions, on content you define.

Would you have thought Better Homes and Gardens would be part of your Corpus? At first, Home and Garden does not sound like Food and beverage specialist, does it? (well, if you are looking for Chicken recipes, it’s here).

This anecdote is to point out the need for both an unbiased and universal classification and a depth of expertise from the content you will base your decisions on.

It is critical you trust the right, and all the right, publications to trust any intelligence coming out of those publications. Depth and width.

No Trust, No Intelligence.

Consequently, the solution is to:

1/ Have marketers define their Corpus from profiles of media they trust for each analysis, each product, each segment, each brand.
And align in each country.

2/ Have those corpuses automatically built, maintained and updated, directly serving your analytics tool.

Bottom line: Define the content you trust so you can trust decisions you make.
“If it’s not trusted in, it can not be trusted out!”

Importance for Advertising:
Brand Safety and Budget Optimization.

Here, you want to advertise your new product to the US Food Market. Keeping your brand safe will be your top priority… After all, you will pay to increase your business, not ruin the brand reputation it took you years to build.

Brand Safety is top priority for CEOs and CMOs.

For your online ad campaign, the trading desk of your advertising agency will define the query, with, amongst other things, desired and not-desired keywords, to select the content you trust compatible with your brand.

But a page can match all those criteria but be published on a site not safe or compatible with the advertiser’s brand. You must also select the publications you trust compatible with your brand.

Otherwise, your brand is at risk. And advertisers know and fear it:

4 in 10 brands deliver ads on unsafe sites – Cision

The only solution for the CMO to be certain to keep brands safe: Define himself the lists of publications he trusts compatible with her/his brands.

Consequence:

70% implement black or white lists… – Digiday

But while the vast majority is using lists, the vast majority is unhappy with the solution. As of today:

… but 64% fear negative impacts on performance.  71% fear to not achieve reach while delivering to the right audience in the right context. – Cision

Consequently, the solution is to:

1/ Have marketers define their white lists themselves for each campaign, each brand. And align in each country.

2/ Have those lists automatically built, maintained and updated, directly serving the trading desk.

Bottom line: Keep your Brand Safe, let TrustedOut manage your white lists.

Let’s go back to our US Food Market example. Our marketer, here, wants to build a white list of US based publications, specialized in Food and Beverage and also wants them to be in business for more than 3 years, not politically, nor religiously oriented and, of course, not spotted as fake news, hate news or junk science.

Corpus looks like above and now more than 9,000+ sources are immediately available to be imported or live feeding your trading desk.

Trading desk runs its query within the perimeter of the white list. Best of both worlds, search and directory.
Brand is now totally safe.

Run more where it returns more.

In addition, Media Profiles bring ad budget optimization.

By adding media profiles to a campaign report, marketers and agencies can surface media with the best ROI and thus, increase budgets where return is optimal.

BHG works best for your campaign? Let’s get more of this profile and spend your ad budget where it makes the most sense.

Matter of fact, Your business is all about the content you trust.

Your business is all about the content you trust.

Questions? Contact us!

 

 

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