May 11, 2022
3 ways brands can use Macro Readership Trends to guide PR strategy
The Insights Team
How does our readership compare to other news stories? What events might be drawing attention to (or diverting attention away from) our press? Are there trending topics we should leverage in campaigns?
These were the questions from customers that prompted our team to launch Memo’s first-ever Macro Readership Trends report, a broad look at the stories driving news readership each quarter, with deep-dives into the most impactful articles, outlets, and reporters for each news cycle.
Topics analyzed in Q1 2022 range from tentpole events like the Super Bowl and Oscars, to evolving themes like the future of work and the US economy. As newsworthy stories broke, our team added them to the list to build out an analysis of 15 widely-read topics from January through March across a representative sample of 77 national, lifestyle, business, and sports outlets.*
Below we highlight some learnings from last quarter’s Macro Readership Trends report and go over three ways PR teams can action this intel. This report is available to all Memo customers, and to anyone who books a demo of Memo’s readership tracking and insights platform.
Use Case #1: Spot the next wave of readership for upcoming PR campaigns
Readership on the topic of inflation was accelerating by the end of March 2022, with the average readership on an article increasing 150% from March 1 to March 31.
Because a large part of this coverage included rising gas prices, one Memo customer proposed incorporating inflation into how it positioned its environmental initiatives.
Pegging their company’s corporate ESG announcement to a data-proven popular topic in the sustainability sphere could boost interest in what can often be a notoriously difficult subject for brands to garner readership on.
Use Case #2: Time campaigns for recurring events around peak readership
Coverage of 2022’s NFL playoffs and Super Bowl peaked 12 days before the big game, on February 1. While total readership peaked on this day too, we found that average readership peaked on articles published the day after the Super Bowl, February 14.
High reader interest relative to the number of articles published right after game day presents a huge opportunity next year for brands to roll out final pieces of Super Bowl-related campaign content. Imagine a surprise epilogue on the Budweiser Clydesdale’s annual journey that gets released Monday, when millions of people are actively searching for articles on “Super Bowl ads.”
Understanding how readership plays out over the course of a recurring event – and optimizing campaign timing around days with diminishing article volume but sustained reader interest – can give brands a leg up in the race for attention.
Use Case #3: Get outlet and reporter readership intel from relevant news cycles
The future of work has been an ongoing theme in pandemic- and business-related coverage; our team compiled several Insights reports over the past year to help brands monitor readership trends for their own thought leadership in the space.
Since the Macro Readership Trends report breaks out the top publications and journalists within each topic tracked, PR teams can see the sources driving readership around WFH policy announcements, the Great Resignation, workplace DE&I, and more – and prioritize media outreach accordingly.
The next quarter’s report is already well underway and will include readership trends on the Grammy Awards, Elon Musk’s Twitter bid, and the Metaverse. Book a demo to receive a copy of the most recent report, and learn more about brand-specific and industry-wide readership intelligence on Memo.
* Macro Readership Trends methodology: Memo monitored media coverage of anticipated news cycles (e.g. the Super Bowl, the Oscars), ongoing stories (Covid, inflation, future of work), and notable events (the federal government distributing Covid test kits, celebrity deaths). Queries were built to ensure articles had a strong focus on the topic. Readership for all articles was tracked for the first seven days of publication. Articles were monitored across the same 77 national, business, lifestyle, and sports outlets for all topics.