Gates and Knight Foundations Fund New Project to Improve Measuring Media Impact
From Dan Green and Mayur Patel, writing for the Impatient Optimist blog to announce the new Media Impact Project that will be established at the Norman Lear Center, part of the USC Annenberg School of Communications:
This information gives content creators the opportunity to understand what works and to use that feedback to stay relevant in an environment of rapid change. Yet the tools and approaches we have to measure and analyze this data are underdeveloped.
In the winter of 2011 and spring of 2012, Gates and Knight brought together media practitioners, academics, evaluators and other foundations that fund media to explore these issues further. The group discussed how we define and measure media “engagement” and its effects on individuals and society.