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

Ouest-France

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

https://www.trustedout.com/blog/how-classification-detects-editorial-angle/

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!

Coronavirus amplifies the gap in trust.

Remember the split in trust in Media between Republicans and Democrats?

Trust in Media: GOP 33%, Dem. 66%

Source: Edelman

We wrote this:

Impact on brands? Trust in Business vs Media likely tells political orientation.

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

We highly recommend reading this article from Axios

“Americans are largely approving of how U.S. institutions and leaders are responding to the coronavirus situation.

Hospitals are held in the highest regard during this health crisis, consistent with the high trust and ethical ratings medical and health workers receive in normal times.”

Appraisals evolve over time. So do our classifications.

As we wrote here, our classifications operated by Artificial Intelligence are the only ones to capture and update over time:

AI-powered classifications vs Keywords. Part 2/2: Evolution over time.

Why it matters to Brands?

As we wrote, Advertisers have a major role on our society.

Internet has a major role on our society.
Advertising has a major role on the Internet

In other words, Advertisers money fuels web sites that have a major role on our Society. We already know the impact on elections, but is it limited to it?

Consumers believe brands intentionally place ads

Brands must be careful with where their ads appear as consumers associate the brand with the content around.

Not only for Brand Safety violations but for Political orientations.

“Whitelisting, which only allows ads to be placed in approved environments, may in fact be the best brand safety insurance.” – AdWeek

We have the solution:

Contact us:

Introducing TrustedOut Kiosks

In these challenging times, we wanted to offer a way to help and came up with the TrustedOut Kiosks.

Free, Simple, Focused.

Super simple, select a subject, download the file (OPML) and import it in a RSS Reader and enjoy the latest news. Simple. Get more info at the end of this post.

Car Racing

US:

Country: US, Language: English, Classification: People > Sports > Car Racing, Level: Specialized and above, Spotted as: No Political orientation, Not toxic and Sources is not Media’s Twitter account.

13 Media and 26 Sources representing an average of 113 new articles daily (as of 3/22/20).

Download Kiosk for the US

France:

Country: France, Language: French, Classification: People > Sports > Car Racing, Level: Specialized and above, Spotted as: No Political orientation, Not toxic and Sources is not Media’s Twitter account.

10 Media and 15 Sources representing an average of 100 new articles daily (as of 3/22/20).

Download Kiosk for France

Video Games

US:

Country: US, Language: English, Classification: General > Tech > Video Games, Level: Specialized and above, Spotted as: No Political orientation, Not toxic and Sources is not Media’s Twitter account.

37 Media and 55 Sources representing an average of 507 new articles daily (as of 3/22/20).

Download Kiosk for the US

France:

Country: France, Language: French, Classification: General > Tech > Video Games, Level: Specialized and above, Spotted as: No Political orientation, Not toxic and Sources is not Media’s Twitter account.

33 Media and 61 Sources representing an average of 341 new articles daily (as of 3/22/20).

Download Kiosk for France

Fashion

US:

Country: US, Language: English, Classification: People > Lifestyle > Fashion, Level: Specialized and above, Spotted as: No Political orientation, Not toxic and Sources is not Media’s Twitter account.

39 Media and 49 Sources representing an average of 220 new articles daily (as of 3/22/20).

Download Kiosk for the US

France:

Country: France, Language: French, Classification: People > Lifestyle > Fashion, Level: Specialized and above, Spotted as: No Political orientation, Not toxic and Sources is not Media’s Twitter account.

13 Media and 27 Sources representing an average of 215 new articles daily (as of 3/22/20).

Download Kiosk for France

Investment & Stock Market

US:

Country: US, Language: English, Classification: General > Finance > Investment + Stock Market, Level: Specialized and above, Spotted as: No Political orientation, Not toxic and Sources is not Media’s Twitter account.

52 Media and 124 Sources representing an average of about 4,000 new articles daily (as of 3/22/20).

Download Kiosk for the US

France:

Country: France, Language: French, Classification: General > Finance > Investment + Stock Market, Level: Specialized and above, Spotted as: No Political orientation, Not toxic and Sources is not Media’s Twitter account.

15 Media and 28 Sources representing an average of 495 new articles daily (as of 3/22/20).

Download Kiosk for France

TV & Video

US:

Country: US, Language: English, Classification: People > Entertainment and Leisure > TV and Video and WebTV, Level: Specialized and above, Spotted as: No Political orientation, Not toxic and Sources is not Media’s Twitter account.

16 Media and 21 Sources representing an average of 111 new articles daily (as of 3/22/20).

Download Kiosk for the US

France:

Country: France, Language: French, Classification: People > Entertainment and Leisure > TV and Video and WebTV, Level: Specialized and above, Spotted as: No Political orientation, Not toxic and Sources is not Media’s Twitter account.

9 Media and 12 Sources representing an average of 58 new articles daily (as of 3/22/20).

Download Kiosk for France

Enjoy your Kiosk in your favorite RSS Reader

Find the OMPL Import in your Reader. For example:

In Inoreader, click on your icon on the upper right corner and select Preferences, then Import/Export/Backup and Import the OPML file from the Kiosk above.

In Netvibes, click on Add > New > Reader app > Import OPML

In Feedly, click on your icon (often in lower left corner) > Organize Sources > Import OPML

etc…

Hope you’ll find this useful.

Need another Kiosk Subject? Let us know.

Do Publisher Brands and Illustrations impact Trustworthiness?

What are the impacts of illustrations and publisher brands on readers trust.

Gallup and Knight Foundation just released first results on their experimental platform to measure the impact on trustworthiness of the presence of an image and/or the name of the source.

We’re sharing our takeaways. We strongly recommend the full document for more details and methodology.

“HIGHLIGHT 1: SOURCE LOWERS GENERAL TRUSTWORTHINESS, IMAGE SHOWS NO EFFECT”

An image is worth a thousand words… but that image does not help trustworthiness.

Even more surprising, and a bit scary, knowing the source of content lower trustworthiness.

The perception of a publisher brand has, overall, a negative impact.

“HIGHLIGHT 2: SOURCE ATTRIBUTION LOWERS TRUSTWORTHINESS FOR ONLY SOME NEWS OUTLETS”

This study picked up those 7 news sites to gauge how their political orientation impacts trustworthiness.

“With the key exception of the The New York Times, the results based on this subset of media outlets suggest source cues decrease general trustworthiness of content carried by news outlets, if they are better known and perceived to have a partisan agenda.”

“HIGHLIGHT 3: PARTISANSHIP DRIVES TRUSTWORTHINESS RATINGS WHEN SOURCE IS SHOWN”

We find here the equivalent to the “echo chamber” effect in Social Networks. Agree with who you already agree.

“Partisans rate news stories as more or less trustworthy depending on whether the source is viewed as sympathetic or hostile to their political preferences.”

““BRAND” AFFECTS PERCEIVED TRUSTWORTHINESS MORE THAN INFORMATION INCLUDED IN AN ARTICLE.”

Sounds like a Catch 22, when you re-read this post, doesn’t it?

Media: Contributing to polarization AND reflective of polarization.

TrustedOut secures your Brand and preserves your Brand Consistency.

Questions? Shoot!

Impact on brands? Trust in Business vs Media likely tells political orientation.

This post is inspired by a PEW Research Center survey and a Journalism article about this survey. We highly recommend reading both.

A split over Business and Media.

Trust Businesses? you’re likely a Republican.

Trust Media? you’re likely a Democrat.

A very interesting look at our polarized views.

Tell me what you read…

Political moderation means Trust moderation.

Unsurprisingly but data proven hereafter:

“In recent years, partisan media divides have grown, largely driven by Republican distrust”

Why it matters to Brands?

As we wrote, Advertisers have a major role on our society.

Internet has a major role on our society.
Advertising has a major role on the Internet

In other words, Advertisers money fuels web sites that have a major role on our Society. We already know the impact on elections, but is it limited to it?

The political role of Advertisers.

Consumers believe brands intentionally place ads

Brands must be careful with where their ads appear as consumers associate the brand with the content around.

Not only for Brand Safety violations but for Political orientations.

“Whitelisting, which only allows ads to be placed in approved environments, may in fact be the best brand safety insurance.” – AdWeek

We have the solution:

Contact us:

Solutions for Business Intelligence

What we are fixing:
Cannot trust what’s out of your BI Tools if you do not trust what’s in.

Business Intelligence is all about juicing data to get insights that will make better, smarter decisions.
You may have the smartest decision makers and have bought the smartest algorithm for your semantic analytics, if you do not rely on the content you analyze, you can not rely on any decisions you’re going to make.

How we are fixing it:
Feed your BI tools with content profile you define.

1. Define what content you are looking for with TrustedOut

For example, you need some insights on American and eating and drinking. Ask TrustOut for:

  • Content in the US
  • Media must be talking about Eating and Drinking
  • but you are looking for the Lifestyle part, not the Industrial part, meaning you want to remove all about Food Processing and Food and Beverage Services.

= TrustedOut found 3,660 media with 9,292 sources

2. Review your Corpus

Next, Click on “Get” and watch Media and Sources Profiles…

 

3. Feed your BI tools

Now, you can “Connect” your list of Media and Sources (the Corpus) with your BI Tools or download in CSV the list. With “Connect”, TrustedOut will keep the list updated within your BI Tools. Watch a demo featuring our partner Digimind:

This Solution is also available here.

Questions? Let us know!