← The Record
03
Note · January 2026
Coverage isn’t the point
A stack of cuttings is a pleasing thing. It is also not the job. The studio’s position on measuring communications by what it changes, not what it counts.
The counting trap
Coverage counts are seductive because they always go up. Run any programme for long enough and the number grows — which is exactly why it tells you so little. A hundred pieces that reach nobody your client sells to is a smaller result than three pieces their customers actually read, but the counting spreadsheet cannot tell the difference.
What coverage is for
Coverage is a means. It changes what people know, what retail believes, and what the next conversation costs. The launch that sells through, the buyer who calls first, the founder who stops paying for meetings — those are results. The cuttings are the receipts.
How we report instead
Every month our clients get the same one-page answer: what changed. Placements sit underneath as evidence, ranked by who they reached rather than how many they were. It makes for shorter reports and longer relationships — because the number that matters to a founder was never the count.
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