Media & Communications Corner: Breaking Down the Media Database Market

If you are in marketing/public relations, you know media databases are invaluable tools when it comes to doing business. But you're probably equally aware that nothing in life is perfect, especially these online media lists. With the world of journalism in constant flux and turnover rates on the rise at publications across the country, it's a challenge to keep records updated and accurate. For those who step up to that challenge ask for a significant amount of cash to tap into their services, with agencies dishing out bills that range from $50 a month for minimal access to $100,000-plus for a year's worth of full service and access to archives of A-list reporters. But what exactly are we paying for? And how do these media databases operate, define themselves, compete and evolve? I set out to answer these questions and others by surveying different agencies and using their services. While these companies may not be household names, you likely hear about them daily in your workplace, whether it be praise or disgust. Among the companies I reached were Cision, MyMediaInfo, Gorkana, BurrellesLuce, MEDIAtlas, MeltWater, The List and Media Finder.