comScore to Measure Blog 'Conversations'

Online measurement firm comScore has launched a new service to measure the audiences of blogs and social networking sites.

Its new Conversational Media Report service has been developed in collaboration with Federated Media Publishing (FM), which works with more than 140 'conversational' web sites and marketers. The partnership uses FM's experience with a large network of blogs and consumer-generated sites to create an industry-standard method for measuring tech-savvy, niche audiences.

'With the creation and consumption of user generated Web 2.0 content continuing to grow at a rapid pace, our customers are requesting expanded reporting of consumer usage,' commented Dr. Magid Abraham, comScore CEO and Co-founder. 'The report gives the most comprehensive and accurate view of this market.'

Employing a custom weighting and projection system to reflect the characteristics of blog site visitors across a wide range of interests and topics, the ratings will be available as a custom report within comScore's MyMetrix interface. The firms say that the new system will produce a more accountable approach to understanding conversation marketing in the online space.

Said John Battelle, Founder and CEO of Federated Media: 'comScore has stepped up to the plate and delivered on this complex and important audience measurement challenge, and we're pleased that they asked for our help.'

comScore provides digital consumer behaviour and attitude information based on a global cross-section of more than 2 million consumers . The firm recently developed a new tool which segments Internet users by their overall time online and allows marketers to track, analyse and report Internet activity by their most important consumer groups (www.mrweb.com/drno/news7108.htm ). The partner firms are online at www.comscore.com and www.federatedmedia.net.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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