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Media Monitoring versus Database Service

CLIP Mediaservice offers tailor-made media monitoring to order. Access to articles and media reports is achieved through newspaper archives and databases, such as the APA DeFacto search engine or the APA Online Manager (AOM).

As we are asked about this frequently, we would like to address the main differences between commissioned media monitoring and database access.


Start of media monitoring or start of access

Because access to a database must only be enabled, contents of the database can usually be accessed without much lead time and can then be searched for relevant content in a subsequent step.

Tailored media monitoring usually takes a lead time of a few days during which a new account is set up and editors familiarize themselves with the search profile. Customer support is available to refine topic groups, optimally assemble keywords and clarify any arising questions. The result of this phase of coordination is an optimally configured search profile, which generates relevant reports for customers from the beginning.


Delivery & access to current messages

Through database services relevant reports for of customer’s search topic can be queried from a wealth of old and current newspaper articles, transcripts of radio- and TV-news, etc., using search engine technology. Usually, it is possible to set up e-mail alerts for certain key words.

If you have commissioned a custom media monitoring, you will receive current clippings via e-mail in the morning. CLIP Mediaservice sends out all clippings found for your search topics on a daily basis no later than 9 o’clock in the morning.,


Access to old messages

When using a database, past articles are usually also available, depending on whether the relevant media and/or programs have been recorded or not.

Tailored media monitoring usually presents the possibility of commissioning a retrospective observation, by means of which reports that occurred in the media before the start of the observation can be recorded. Some media may be limited, because not all media can be archived or stored.


Search process

Search engine technology of most databases implies a dependency of the search process on the uniqueness of the keywords. Some topics can be searched for more easily than others by using clear keywords, rather than a search with a thematic and contextual focus.

A search by means of a search engine cannot incorporate differentiating features of content, which can lead to many irrelevant results.

However, a commissioned media Monitoring, which hat editors actively reviewing and proofreading the search results, can Carry out thematic and complex observations. This is a special strength of CLIP Mediaservice.



Most database services feed articles as plain text (without original formatting or any images). Audio and video files are also available as transcripts.

Tailored media monitoring has many forms of display which varies according to each provider.

CLIP Mediaservice provides clippings as color PDFs with OCR full-text search. In addition to audio- and video-transcripts, the files can also be ordered for listening or viewing.



As part of a database service, all content remains in unlimited storage.

In the case of commissioned media monitoring, there is usually an online archive which collects all found clippings and makes them available for further processing, as long as an account exists.



Database services usually follow along the lines of „do it yourself” while using search functions and special tools to enable independent work. Depending on the service, FAQs, telephone support or more extensive trainings are offered.

If you commission a custom media monitoring, experienced account managers are at your disposal to coordinate the search profile and, if necessary, improve it during operation. For special customer requests, it is practice at CLIP Mediaservice to arrange personal appointments together with account managers and our experts from the Editorial offices come together to find the best possible solutions.



Both options, the use of a database service and tailored media monitoring, have their advantages and disadvantages. Their main differences are found in the scope of individual support and the content provided. Which service is more suitable depends on the respective request and must be decided on a case-by-case basis.

Christina Hagenauer

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---------------------------------------------------------------------------------------------------------------------------Bei CLIP: Social Media Manager & Leitung Kundencenter *** Privat: Kartenmacherin & Social Media Enthusiastin

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