Cision announced today that it has sold its U.S. print monitoring business to fellow media monitoring, data, and analytics company BurrellesLuce. Cision says its print monitoring business has steadily declined in recent years, so the company will instead continue its focus on digital capabilities.
Cision North America CEO Peter Granat told us this morning that print monitoring contributed about eight percent to the total group revenue. “For the last number of years, we have seen double-digit declines in low teens for PR print monitoring business,” he said.
In terms of staffing, Granat says the print monitoring group has about 140 employees. Decisions about headcount cuts will be made when the transition to BurrellesLuce is complete, by Q4.
Cision has been focusing its efforts on digital and social media data, monitoring, and other services, with a big push in “influencer identification,” according to Granat. This morning, Cision announced the top 50 product review blogs in anticipation of the fall gift guides.
Services to customers with print monitoring services shouldn’t be disrupted. Granat says there are only a couple hundred customers who get print-only services and those customers will be moved over to BurrellesLuce. Customers signed up for both print and digital services will work with both companies.
BurrellesLuce maintains that though the customer base for print services may be shrinking, it’s still a necessity.
“The print monitoring business is changing and in some cases shrinking, but there is still a need by PR professionals for the monitoring of traditional print that includes the image for their measurement and analysis efforts,” the company told us in an emailed statement.
“Print media still drives a lot of messages (including online, broadcast and in social) and reaches the audiences that matter to our clients. Our suite of services remains the most comprehensive and that is very important to our market, even in a declining situation,” the statement continued.
BurrellesLuce points to this AdWeek story to support its point. “Nearly equal percentages of mobile media device users and non-users said they subscribe to at least one newspaper or newsmagazine,” the story says.
Out of curiosity, are you still using print monitoring services? Let us know in the comments.