Sanderson Media

How much is publicity worth?

Monday, May 15, 2006

Figures achieved by Sanderson Media
Eight months of publicity for Indooroopilly science and research centre.

 80 science stories, including pictures, were written or readapted for 39
newspapers, industry magazines and specialty publications, Qld and Aust wide, with a combined circulation of 3 474 500
 Rarely was an advertisement asked for or offered in this combined total of 6 434 column centimeters
 For that amount of words alone, at the government rate of $14 per column centimeter, this publicity was worth $90 076

At the commercial rate of $1 000 for a third of a page of feature material, (written, and edited copy rather than advertorial),

this much publicity would cost $247 500

However it would be impossible to put a value on the media-public perception (trickle down effect created with stakeholders and the public), known as goodwill.

Six months of publicity for Australasian Engineering and Construction company Barclay Mowlem

 For this engineering and construction client, close on 90 stories were written and adapted, including quality pictures, for approximately 30 newspapers, industry magazines and specialty publications, Qld and Aust wide, with a combined circulation of
3 167 500

 For that amount of words alone, at the low rate of $15 per column centimeter, this publicity amounting to 1,420 single column centimeters, was worth, in purely commercial terms, $21,300 (the average media release was smaller than the science and research features)

At the commercial rate of $1 000 for a third of a page of feature material, (written, formatted and edited news copy rather than advertorial), this much publicity would cost $67 000

If positive publicity runs parallel to core business aims, a company can enhance its image if it makes the effort to generate publicity on its own merits, instead of waiting until something goes wrong, thus attracting free publicity for the wrong reasons.

(Sanderson Media's breezy writing style and great images can get your message out to the world) contact john@sanderson-media.com

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