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Measuring Media’s Impact

When people try to change society with their imagery, their impact is often measured in “hits,” “likes” or “page views.” Much of that can be meaningless. Now the Annenberg Center in California is trying to figure out other metrics that might be more helpful. According to Martin Kaplan, the intent is to “provide tools on an ‘open-source’ basis, putting socially minded nonprofit groups on a more equal footing with corporate advertisers, who use sophisticated, but expensive, measurements.” The research project has received $3.25 million in initial financing from the Bill and Melinda Gates Foundation.

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