Dry December for influencers

Dry December for influencers
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First Published: Tue, Jan 15 2008. 11 57 PM IST

Updated: Tue, Jan 15 2008. 11 57 PM IST
December was a better month than November for exactly half the 20 high-profile leaders tracked by the Mint Influencers Index. Although the entire group of influencers was cited 9.13% less than it was in November in Indian media and 20.5% less in global media, 10 individuals saw their influence grow across Indian and global media.
Significantly, after peaking in October, when it touched 1,231, global citings of the influencers have tapered off. Their citings in Indian media too peaked in October. Thus, while December, like November, was a dry month for Indian policymakers and chief executives as a group, exactly half the influencers—in many cases people who had not been cited too much in preceding months—ended up being cited more in Indian and global media. Their gains, however, were not enough to offset the losses of the others.
The biggest gainer in global media in terms of citings was HDFC chairman Deepak Parekh although this is simply because he wasn’t cited at all in November. Biocon chairman and managing director Kiran Mazumdar-Shaw and Wipro chairman Azim Premji did make significant gains, though.
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.
Your comments are welcome at influencersindex@livemint.com
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First Published: Tue, Jan 15 2008. 11 57 PM IST