Plenty of buzz surrounded this year’s Consumer Electronics Show (CES 2019) in Las Vegas, but which products and topics generated the most coverage? And if you’re a PR professional, how do you find the reporters and outlets that might be most receptive to your communications strategy? Quid mapped popular topics from more than 2,500 articles written about the conference and identified relevant journalists by factors such as volume of coverage, influence with online audiences, and article sentiment.
Across the entire media network, popular topics included automotive technologies, smart assistants, and health and beauty products, including stress reduction, acne skin sensors, and hair follicle spectrometers. Reporters covering the conference wrote fewer stories about flying cars, smart kitchen technologies, and the CES Innovation Awards.
Among reporters, VentureBeat’s Kyle Wiggers wrote the most stories, with a heavy focus on automotive technologies and home electronics. One such article discussed the debut of Simplehuman’s new vanity mirror that comes with a built-in Google Assistant. Close behind, TechCrunch’s Brian Heater covered a lot of news around smart assistants and robots, while Wiggers’ colleague Dean Takahashi wrote frequently about PC updates and new gaming products.
Although he wrote fewer stories than Kyle Wiggers, The Verge’s Chaim Gartenberg led on social engagement. His most popular articles targeted gamers with headlines like The Alienware Area-51m is a full-fledged desktop disguised as a laptop, and Razer gets into the gaming monitor game with a 27-inch Raptor display. In contrast, CNET’s Megan Wollerton and ZDNET’s Corinne Reichert had some of lowest levels of social engagement across top reporters.
Megan Wollerton’s coverage of the conference and CNET’s in general tended to be succint profiles of product or company announcements. Shorter articles dominated coverage from top reporters, however, VentureBeat’s Dean Takahashi and Jeremy Horwitz did produce a few longer pieces . The one longer article from Corinne Reichert summarized the biggest 5G news from the entire conference.
Beyond assessing top reporters overall, Quid can drill down into certain topics to help identify reporters on that beat. For example, flying cars and “air taxis” may have received less attention but if you’re looking to pitch a story about them, The Verge’s Andrew J. Hawkins, Business Insider’s Mark Matousek, and Mashable’s Sasha Lekach might be the most receptive. Each wrote three stories about the subject, including Mark Matousek’s The best new transportation we saw at CES 2019.
Quid can also help you identify reporters that might be more or less likely to produce friendly coverage. Jeremy Horwitz, for instance, tended to write more about new products and described the latest Realmax Qian headset as taking the company’s “AR/VR ambitions from dream to reality.” In contrast, Associated Press’ Mae Anderson took a harder look at the industry with stories that depicted VR as a fading trend. For TechCrunch, Lucas Matney typically had a more neutral approach, save for a few articles that called headset prices “exorbitant” or “ain’t cheap.”
If you’d like to place stories within a specific outlet, Quid can help you find the right person to contact. TechCrunch, for instance, had a large delegation writing about CES 2019. Although Brian Heater wrote the most stories, coverage tended to be varied among the group. Sarah Perez, for example, wrote heavily on streaming services like Hulu, while Lucas Matney was the prime source for news about virtual reality.
Agencies can improve their media relations strategies with deeper knowledge of the coverage around their client’s industry or specific event. Quid maps the share of voice for each topic, with custom visualizations that provide insight around reporters and outlets to help position targeted outreach.
Want to learn more about how Quid can help you better understand the media landscape around your client’s brand or industry? Send us an email at email@example.com
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