Q2. Where is the coverage appearing?

Tag each piece of coverage based on the type of media outlet in which it appeared (trade, platinum, dailies, online, broadcast, blogs, etc.). This will enable you to provide media mix analysis based on segmentation: “63 percent of our coverage was in core trades," or "The percentage of coverage in top-tier media outlets for Q2 was 12 percent, up from 3 percent in Q1.”  Sounds basic, right? Yet very often clip reports fail to properly segment, categorize and weight coverage based on where it appeared in the media landscape.