Guardian full page interview for Ashley Hoyle – measuring PR value
Monday, June 22nd, 2009On Saturday I secured an in-depth interview for Jane Pye from headhunting and executive recruitment practice Ashley Hoyle.
But the perennial PR question that comes up is: “What is the value of such coverage?”
The Guardian boasts:
- A circulation of near 350,000
- A readership of 1.2m
- A very high percentage of ABC1s – not sure what I come under, if indeed I do register as an ABC. I could be a “q” or “r” if such demarcations exist.
Advertising rates hover around the £50 per square cm, but can go as high as £90.
I would assume that to advertise on a full page is about £20,000 – £25,000, perhaps.
Then as a PR I could argue that editorial is much more valuable than advertising, so times by….
But then again what really counts is how it raises and improves the profile of Ashley Hoyle – very hard to determine.
And then there is the bottom line question: “Did the client get any inquiries or did it make there job easier when approaching a candidate?”
Then, I pitch, show my work and get asked, after a “very impressive” response: “What was the benefit to the client?”
Thanks to Leo Benedictus for a great article though – intelligent and witty.
