Media Informatics (noun): "The science concerned with gathering, manipulating, storing, retrieving and classifying recorded information. Information Processing, Information Sciences."

Processing clients’ monitoring results has often resulted in the need to explore previously unconsidered opportunities and new factual awareness of reach, core message, and favourability. Newsclip's document management system has transformed an extremely manual service into a totally automated, real-time encoding and evaluation service. As an article is allocated to a client, the clipping is pushed to an encoder that ticks and tags client-selected criterion from an extensive drop-down menu.

This generates a qualitative report aimed at answering client-objective questions. Clients are involved in the ‘outtake’ criteria before the encoding process starts, ensuring a thorough understanding of the expected requirements. Data collation, valuation and reports are all system-generated, and depending upon the client’s individual requirements, can be produced on a weekly basis.

It can certainly be suggested that monitoring is in fact a consulting process that flows from the objectives-setting stage right the way through to the evaluation and feedback cycle. After all, who better to present and unpack media analysis than a media analyst. Newsclip is in a unique position to provide strategic insights into core target market editorial placements, as well as assist in the media segmentation to ensure alignment between business objectives, media profiles, and audience reach. This process unearths insights that provide better media coverage in targeted markets. The importance of two-way communication and mutual discussion cannot be overemphasised. While communication in itself is simply the technique of sending messages between groups of people or among individuals, it plays a vital role in business because of the various stakeholders that are involved and the goals that one sets out to achieve. Good communication ensures that all parties clearly understand the results of various research and stakeholders are speaking a common language. Bad communication will therefore have the opposite effect, detracting from the goals and objectives one is trying to achieve.

Comparative media exposure within an industry assists communicators and marketers in further entrenching themselves within their own marketing strategies. Newsclip has thus developed a product that provides a neutral and objective overview of media activity within specific industries. Newsclip presents industry benchmarking reports in tabulation format, as a matrix which includes information on stakeholders; content; clip count; and a weekly trend analysis.

In some instances, Newsclip is asked to look at historical data over a definite period to define key issues within the media for a specific client. This information is then evaluated and categorised into specific segments, such as whether the issues are positive or negative. Statistical information regarding the data is also provided, as per the statistical report criteria.