BackThe January effect or just a happy new year?
The January effect or just a happy new year?
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January 2008 began well for most of the 20 high-profile leaders tracked by the Mint Influencers Index. The entire group of influencers was cited 47.2% more than it was in December 2007 in Indian media and 112.6% more in global media.
The newsmaker of the month, in both global media and Indian media (albeit more in the formerthan the latter) was Ratan Tata, chairman of Tata Motors Ltd. In January, Tata launched the Nano, popularly called the Rs1 lakh car or “people’s car".
The launch received a blitz of publicity in both Indian and global media. On the back of this, Tata moved up from No. 5 in December in terms of citings in global media to No. 1 in January. And in Indian media, he moved from No. 7 to No. 3.
The larger trend of January being a good month for the influencers would seem to be an annual event. The number of citings of the influencers in Indian media last month, at 1,845, compares well with the 1,885 citings they received in January 2007. The corresponding numbers for global media are 1,333 and 1,457, respectively.
The index is a monthly, objective measure based on media analysis by Factiva, which tracks these leaders, looking at the volume of media citations for each of them as a proxy for their rising or waning influence. The assumption is that visibility and share of voice is good for them and their companies and, in the case of global media,collectively the index is a good surrogate for the growing or waning attention that Indian business and economy generate outside the country.
See Graphic: Mint Influencers Index
Your comments are welcome at influencersindex@livemint.com
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