|
Estimating our Reach
In recent months, media coverage of the work of the CGIAR Centers
has reached new highs, with current monthly media hits averaging
about 1,200, a four-fold increase from a year ago. What does this
mean in terms of our stories reach and impact? To get a better
understanding of our reach, an audience analysis was conducted by
Burness Communications, a public relations firm based in
Washington. Burness assessed coverage received in relation to a
story promoted collaboratively by the International Livestock
Research Institute (ILRI) and the CGIAR Secretariat communications
team on the conservation of animal genetic resources. The promotion
coincided with the FAO organized Interlaken Workshop on Animal
Genetic Resources in September 2007. The total audience reached
derived from this analysis was 49,554,844 people, of which
5,697,702 were reached by printed publications and 43,857,142 by
broadcast radio.
Those numbers are based on the circulation numbers of every
daily and weekly newspaper and magazine in which the story appeared
in print (see Table 1). For newspapers and magazines, all
circulation numbers were obtained from Cision MediaSource, unless
otherwise indicated. The radio broadcast reach estimate is based on
the daily audiences of most of the top radio stations on which the
story was broadcast (see Table 2), however, information was not
available for all stations.
Table 1: Circulation for print coverage
|
PRINT NEWSPAPER OR MAGAZINE
|
CIRCULATION
|
|
The Australian
|
133,000
|
|
Australian Farm Journal
|
5,162
|
|
Berliner Zeitung ( Germany)
|
261,693
|
|
Business Daily ( Kenya)
|
16,000
|
|
China
Post
|
300,000
|
|
Courier Mail ( Australia)
|
221,049
|
|
Die Presse ( Austria)
|
120,503
|
|
East African ( Kenya)
|
35,000
|
|
East African Standard ( Kenya)
|
60,000
|
|
Le Figaro ( France)
|
332,818
|
|
Financial Times ( UK)
|
426,830
|
|
Frankfurter
Allgemeine Zeitung ( Germany)
|
527,252
|
|
The Guardian ( Tanzania)
|
25,000
|
|
The Herald ( Zimbabwe)
|
80,000
|
|
Hindustan Times ( India)
|
1,066,000
|
|
The Mercury ( Australia)
|
49,586
|
|
Le Monde ( France)
|
350,039
|
|
The Monitor ( Uganda)
|
27,000
|
|
Nature
|
67,437
|
|
The Nation ( Thailand)
|
58,000
|
|
Nederlands Dagblad ( Netherlands)
|
33,200
|
|
New Scientist
|
178,854
|
|
New Vision ( Uganda)
|
35,186
|
|
Estado de Sao Paolo (Brazil)
|
345,000
|
|
Sueddeutsche Zeitung ( Germany)
|
703,575
|
|
Tages Anzeiger ( Switzerland)
|
234,518
|
|
The Tide ( Nigeria)
|
5,000
|
|
|
TOTAL PRINT NEWSPAPER OR MAGAZINE CIRCULATION =
5,697,702
|
Source: Burness Communications
Table 2: Audience estimate for radio
coverage
|
RADIO STATION
|
DAILY AUDIENCE
|
|
ABC Radio ( Australia)
|
142,857
|
|
BBC World Service
|
26,142,857
|
|
Radio France Internationale-English to Africa
|
1,142,857
|
|
Voice of America Radio
|
16,428,571
|
|
|
|
|
|
TOTAL TOP RADIO STATION AUDIENCE = 43,857,142
|
Source: Burness Communications
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