New Publishing Tech
3 mins read

Q&A: Cision Impact, capturing audience data

Getting your Trinity Audio player ready...

With nearly 5,000 employees across 22 countries, Cision (NYSE: CISN) is a leading global provider of earned media software and services, allowing users to identify key influencers, create and distribute strategic content, as well as measure meaningful impact. The company has just launched Cision Impact which taps into the adtech ecosystem to deliver validated audience data for digital earned media. WNIP caught up with Seth Gilpin, Product Marketing Manager, to find out more…

What business problem is your company addressing?

The decline of journalism is not breaking news. These troubling media trends have been set in motion for decades. Since 1990, newspapers have experienced a 60% decline in daily circulation. Since 2004, nearly 1,800 newspapers have been eliminated, and in the last two years alone, one-third of U.S. newspapers have suffered layoffs. From traditional media to digital publications, publishers are doing a lot more in today’s media landscape with smaller budgets and fewer resources. To stay afloat, publishers must attract, engage and retain digital audiences.

With access to more data than ever before, journalists are using analytics to write more impactful stories. This year, Cision’s annual State of the Media Report, which surveyed nearly 2,000 journalists, revealed that publishers want to better understand their audiences. In fact, 65% of respondents said the availability of detailed audience metrics have changed the way they evaluate stories. Facing pressure to drive readership, engagement and revenue, journalists are making data-driven decisions about the content they publish.

But outside of internal analytics, publishers lack validated insights to truly understand the audiences who read and engage with their beat and vertical. This is where we come in.

What is your core product addressing this problem?

Internal web analytics only provide a glimpse into a publisher’s owned properties. While engagement metrics, like time spent on page and click through rates, and demographic data, like gender and age, are helpful, they do not tell the complete story. Google and Adobe Analytics fail to answer the big picture – who are the audiences who read a specific beat or vertical?

Cision Impact taps into the adtech ecosystem to deliver validated audience data for digital earned media. By creating media monitoring searches, publishers can lift the curtain to understand the audiences who read content across the internet. With access to dozens of demographic, household demographic, and firmographic traits, publishers can build data-driven audience personas. Publishers can leverage this data to:

  • Benchmark story resonance on target audiences
  • Uncover new audience segments and publishing opportunities
  • Optimize editorial strategies based on audience personas
  • Track and analyze competitor and industry audiences

Can you give some examples of publishers successfully using your solution?

Demographic and firmographic data offer publishers a unique perspective into their target audiences. When a health and fitness publication assessed internal audience data, their target audiences were females and males between the ages of 18 and 35. But after analyzing industry and their competitors’ coverage, they learned a significant percentage of the audience are actually married women aged 55+ with 1-3 kids. They leveraged this data to open a new door to a new audience segment and editorial opportunity.

A niche trade publication who caters to senior level IT professionals uses Cision Impact to benchmark message resonance. With every story they publish, they gain insights into the titles, company size, and industry of their audiences. By creating custom personas, they confirmed they are reaching:

  • 35% IT decision makers for enterprise companies
  • 21% IT decision makers for small businesses
  • 27% Chief Technological Officers or Chief Information Officers


Cision Impact is a component of the Cision Communications Cloud. Pricing is based on the number of URLs captured on a monthly basis, starting with 1,000 URLs.

What are other people doing in the space and why?
Cision Impact is the only media monitoring solution that taps into the adtech ecosystem to capture audience data. Cision’s competitors can also monitor media coverage and provide analytics like ‘share of voice’ and sentiment analysis, but only Cision has developed the technology to validate audience data.

How do you view the future?

Audiences today have an endless supply of content at their fingertips.  The competition for their attention has never been greater. To survive in a digital world, publishers must tell stories that are so informative and so reliable that people around the world are willing to pay for them. As publishers continue to optimize their business models for the digital world, crafting high-quality content that captivates audiences will be a pillar. Cision is committed to helping communicators blend the art of storytelling with the science of data.

Thank you.