Media evaluation Analysis of press coverage

Media evaluation: Analysis of press coverage 1 Contents Page. Section Number 1. 1.1 1.2 1.3 1.3.1 2. 2.1 2.2 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.3 2.3.1 2.3.2 2.3.3 2.3.4 2.3.5 2.4 Fig 1: Fig 2: Fig 3: Fig 4: Fig 5: Fig 6: Title Page 3 3 3 3 3 5 5 5 6 6 7 7 7 7 8 8 9 9 9 10 10 Background to BA Festival of Science The BA (British Association for the Advancement of Science) The BA Festival of Science The Festival in 2004 Press Centre Analysis of coverage Classification/definitions Data obtained Printed media Broadcast media International coverage Stories covered Reference to the BA Reference to Exeter Evaluation of results Print coverage Broadcast coverage Trade and technical coverage Online coverage Top ten stories Conclusions BA Festival 2004 – Summary of all media coverage BA Festival 2004 – National Press Coverage BA Festival 2004 – Regional Press Coverage BA Festival 2004 – Trade and Tech. Publications Coverage Top Ten Stories for 2004 (excluding web coverage) Summary of past media coverage The BA Festival of Science Press Centre is sponsored by 2 Executive summary § § § § § § § § Overall media coverage highest since evaluation began in 1999 National press coverage down on 2003 Regional press coverage up again on previous years Trade and technical coverage highest level to date National radio and TV more than double 2003 level and highest level to date Local radio significantly up on 2003 Regional TV slightly down on last year Top three stories: 1. Cannabis and MS 2. Herbal remedies 3. Top 10 screen scientists § § § § § 95% of stories contained reference to the BA 82% of stories contained reference to the Festival 77% of stories contained reference to Exeter 32% of stories contained reference to the University of Exeter Possible reasons for decrease in print coverage: o o o o o § Festival theme Competition with other stories Absence of Irish Times correspondent Reduced number of press conferences Increased advertising space in the press Possible reasons for increase in national broadcast coverage o Proactive approach to encourage journalists to cover the Festival 3 Media evaluation - BA Festival of Science 2004 1 1.1 Background to BA Festival of Science The BA (British Association for the Advancement of Science) The BA is the UK's nationwide, open membership organisation dedicated to connecting science with people, so that science and its applications become accessible to all. The BA aims to promote openness about science in society and to engage and inspire people directly with science and technology and their implications. Established in 1831, the BA organises major initiatives across the UK, including the annual BA Festival of Science, National Science Week, programmes of regional and local events, and an extensive programme for young people in schools and colleges. 1.2 The BA Festival of Science The BA Festival of Science is the UK’s longest-established science festival, attracting over 300 speakers and thousands of visitors and has been taking place since 1831. Developments in many areas of science, engineering and technology, their possible applications and social implications are publicly presented and discussed. The Festival reaches an audience of millions through its high media visibility and the many people visiting the Festival itself. Anyone can come to the Festival, and amongst the many that do are journalists and other people with a strong interest in science, either professionally or personally, including school students. 1.3 The BA Festival of Science 2004 In 2004, the Festival theme was ‘the responsibility of being a scientist’ as chosen by the President of the BA, Dame Julia Higgins, and the University of Exeter hosted the core content of the Festival. The Festival included over 300 top speakers from all fields of science, engineering and technology, with talks, dialogue events, visits, exhibitions and hands on workshops. This was the first time since 1969 that the Festival took place at the University of Exeter. This year’s Festival included a wide variety of events outside the university – the Festival in the City programme. 1.3.1 Press Centre The BA operates a Press Centre, sponsored by AstraZeneca, at the Festival from which journalists can work on a day to day basis. Facilities include: § § § § § § § § § § § internet-enabled computers; telephones; network points; faxes; desk space; special facilities for broadcasters to establish outside broadcast facilities; interview rooms with ISDN connection for radio stations; press conferences (on average 8 per day, with 2-3 speakers at each); a team of staff able to contact relevant speakers on journalists’ behalf; monitoring and display of press coverage achieved; supply of papers from the majority of speakers specially prepared for the media’s needs (paper copies and internet database) Over 223 individuals registered to use the Press Centre during the week (compared to 150 in 2003). However, attendance was probably between 100-120 as many of those registered did not attend, or did so to gain access to the press papers online. 4 2 Analysis of coverage Below follows an analysis of the coverage generated by the BA Festival of Science 2004. The first section explains the classifications used, the second looks at the figures recorded and compares to previous years, and the third evaluates the results and examines why some results may have been obtained. 2.1 Classification/definitions The classification system used was as follows: Categories of coverage News/feature: Editorial/comment: Previews/reviews: Listings: Definitions Column inches A measurement of text, headlines and pictures to provide an overview of print space devoted to the Festival measured as length in inches of columns. Classified as a self contained item on a particular aspect of the Festival. For example a box with Festival In Brief would not count as one item but would be dependent on the number of items within the box. In effect, the number of different stories covered. Item of broadcast coverage, for example, one programme dedicated to the Festival or one mention of the Festival within a news programme. Where the mention of the Festival related to a number of different stories but in one contained piece of broadcasting, this was counted as one item. Factual pieces, including features Editorials, comment pieces, ‘soapbox’ pieces by speakers, letters to the editor General summations of the Festival or previews of the week ahead Diary item of Festival events Article Item Evaluation method Column Inches This is not an exact measurement, but the method was kept consistent to give a relative measure of the space a story took up on the page. Images and headlines were treated as if they were columns of regular text. For example, if an image is three columns wide and four inches tall, it was treated as 12 column inches total. The same applies to area covered by headlines, no matter how large the text. Some papers run identical stories in different geographical editions and in later editions of the same paper. Geographically different articles were counted as separate stories. Later editions were NOT considered separate stories and NOT counted more than once. Duplicate stories 5 2.2.1 Printed media National (see fig 2) 15 different national newspapers carried items on the BA Festival of Science (17 in 2003, 13 in 2002, 20 in 2001, 15 in 2000, 14 in 1999). As with 2002, the figure does not include Scottish newspapers, which are treated as regional, but does include the Irish Independent. As with previous years, it also treats the Evening Standard as a national as its reach stretches much further than London. The Metro has also been classed as a national newspaper, with only the London edition used as most editions are generally identical). (Note that the figure for 2001 was higher as it included Scottish newspapers.) In total 169 articles were published which is a significant decrease on 2003 (244) and more in line with previous year - 2002 (154), 2001 (177 excluding Scottish national newspapers), 2000 (193) and 1999 (185). 3,039 column inches were recorded (5,179 in 2003, 3,699 in 2002, 3,369 in 2001 (excluding Scottish nationals), 2,987 in 2000, 1,613 in 1999). Regional print media (see fig 3) 109 regional papers (including different geographical editions) carried items on the BA Festival of Science (73 in 2003, 43 in 2002, 69 in 2001, 33 in 2000, 68 in 1999). 440 items were published with 6,265 column inches of coverage (380 and 4,881 in 2003, 155 and 2,320 in 2002, 182 and 2,184 in 2001, 71 and 750 in 2000, 354 and 1,965 in 1999). The greatest number of items was carried by the Express & Star (106) followed by the Western Morning News (49) and the Express & Echo (42). However, it should be noted that the Express & Star figure is over a number of geographical editions, whereas the Western Morning News is over only two and the Express & Echo just the one. Trade & Technical/Consumer publications (see fig 4) This year, trade & technical publications were separated out from general consumer. Even with this division, it is clear that the number has significantly increased on previous years. 48 items were published within trade and technical publications (22 in 2003, 47 in 2002, 44 items in 2001, 35 items in 2000, 32 items in 1999 – all these figures included general consumer). The most items were published in The Times Higher Education Supplement (8), and then 5 each in Devon Association of Smallholders and Materials World. Although a wide range of talks featured in the articles, the top stories were Dame Julia Higgins’ Presidential Address and the launch of Science Wise by Science Minister Lord Sainsbury. General consumer publications featured 17 articles. 2.2.2 Broadcast media Radio and Television (see fig 5) Following last year’s problems with broadcast monitoring, this year we monitored TV and radio using a combination of the free service offered by our cuttings agency Romeike, broadcast logs which they identified and broadcasts/interviews that we were aware of. This year there were 91 national or international radio broadcasts, more than double the figure for 2003 (38) and a large increase on past years (57 in 2002, 48 in 2001 and 30 in 2000). There were 49 local radio broadcasts compared to 27 in 2003, 24 in 2002, 93 in 2001 and 17 in 2000 – the second highest figure to date. For television, there were 22 national or international TV broadcasts compared to 6 in 2003, 20 in 2002, 22 in 2001 and 8 in 2000. There were 7 local TV broadcasts compared to 9 in 2003, 1 in 2002, 13 in 2001 and 1 in 2000, a slight decrease. 6 Web-based media (see fig 5) Web coverage was monitored manually, using http://news.google.co.uk. Collating the data from various combinations of keywords, a total of 308 stories were identified, compared to 180 in 2003 and 208 in 2003. Once again, BBC Online provided the most stories, with 20 stories (down from 23 the previous year). 2.2.3 International coverage There is no real measure of the level of international print or broadcast coverage achieved as this was not monitored. All stories listed come from direct contact, e.g. representation in the Press Centre or contact with the Press Office. 2.2.4 Stories covered Excluding stories about the Festival itself, the top ten session-based stories were as follows: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Cannabis & MS Herbal remedies Top 10 screen scientists Air pollution and climate change Choice behaviour in babies Heart disease risk in children (“The Microcirculation”) Money in relationships Psychology in the classroom Cancer Research UK Glass cliff 2.2.5 Reference to the BA and Festival of Science For a second year, we made a quantitative evaluation of reference to the BA and the Festival of Science. Note that this has only been done for printed and web media. Out of 1,001 print or web stories, 954 contained reference to the BA (95%). 823 referred to the Festival of Science (82%). Note that these include variations on both, e.g. British Association, Science Festival, etc. This high proportion is to be expected as the vast majority of print stories are identified via our media monitoring service, and the web coverage was found by searching under terms such as “British Association”. Any not containing reference to either would be missed. This figure compare to 609 out of 876 stories (70%) in 2003 mentioning the BA and 559 (64%) of stories making some reference to the Festival. 2.2.6 Reference to the hosts Once again, we also made a quantitative evaluation of reference to the host, this time differentiating between Exeter and University of Exeter. (It should be noted, however, that reference to the University was either through mention of the location of the Festival or the research institute of a particular speaker.) 768 (77%) contained a reference to either Exeter (either as the Festival location or in the context of the University), compared with 417 (48%) to Salford last year. 325 storied (32%) referred to the University. 7 2.3 2.3.1 Evaluation of results Print coverage As is clear from above, national print coverage was significantly down on last year. Although coverage was generally down compared to last year, the Daily Mail and Daily Express seemed to have been particularly affected, with coverage down by almost 50%. However, this may reflect increased competition in the tabloid market. Whilst the Mirror was up on last year, the Sun did not feature any stories that we were aware of – this may have been because they rarely refer to the BA or the Festival, so it can be difficult for media monitors to pick up. However, one surprising point is that the Daily Sport featured two stories this year (top 10 screen scientists and methane on Mars), possibly a first for the Festival! A number of possible reasons may behind this decrease. Festival theme The theme of this year’s Festival, the responsibility of being a scientist, perhaps lent itself more to discursive sessions than “news”. Even before the Festival, the general feeling within the Press Team was that there were fewer newsworthy stories. Competition with other stories Festival coverage is always at the mercy of competition from other stories. At the start of the week, coverage was very much still dominated by news of the Beslan school tragedy over the Festival weekend. The Independent, for example, devoted its first 5 pages to Beslan on the Monday, with Festival coverage relegated to one minor story. In addition, there were a number of strong non-Festival science stories around that week, for example the Genesis recapture, increase in number of animal experiments and the conclusion that there was no link between MMR and autism. Where we were given advance notice of these stories, we were able to capitalise on them, such as by collaborating with PPARC to create an event arranged around the Genesis recapture and therefore generate Festival publicity on the back of this story. Colin Blakemore’s comments from the Festival were a fortuitous way into the animal experimentation story. Absence of Irish Times correspondent The Science Correspondent from the Irish Times was unable to come to this Festival, due to family reasons, which meant that the Irish Times failed to publish any Festival-related stories. Given that last year they published more than 20, one would anticipate that this year their absence would reduce the total number of stories by at least 15. Reduced number of press conferences In 2003, there had been some discontent amongst the journalists at the number of press conferences, although most conceded that the Festival had been one of the strongest for stories. This year, we reduced number of press conference. It is possible that this decreased the selection of stories for the journalists. Increased advertising space in the press Many of the broadsheets still devoted full pages to the Festival every day. It is possible therefore that more space on the Festival pages was devoted to advertising. Banner headlines for the Festival appeared in all the national broadsheets and a number of the locals (including Eastern Daily Press and Yorkshire Post) for most of the Festival although they varied in size and prominence and accuracy. 8 In general, Festival coverage appeared on the inside pages. However, stories would occasionally break onto the front page. Both the Daily Telegraph and Daily Express had front pages splashes devoted to a particular story (risk of heart disease shown in children and nutrigenomics respectively. However, there were fewer front page stories than last year. It is likely that articles have arisen since the Festival based on stories/contacts picked up by journalists during the Festival; many of these may not refer to the BA or Festival of Science and would not be picked up by our cuttings service. Once again, little coverage was achieved in the national Sunday papers, primarily as there were no sessions held on the Saturday that the Sundays could cover exclusively. This is no different to other years. Although there is interest from the Sunday nationals, the stories the journalists want are too prominent to sacrifice the coverage they would garner through the daily media. However, given that the Festival now runs over a weekend, there is a strong argument for creating a story for the Sundays. Regional coverage was once again up on previous years. Totals for some of the regionals – for example, the Express & Star – include the different local editions (although not the different timed editions on the same day). The Express & Echo, Exeter’s local newspaper, provided exemplary coverage of the Festival, including a double page spread every day. The Western Morning News also tended to have a page devoted to the Festival. 2.3.2 Broadcast coverage The amount of national and international radio coverage was at its highest ever this year, up more than 60% on the previous high in 2002. Likewise, national and international TV coverage was at its second highest, too, as was local radio. National TV coverage had been significantly down last year, and so to rectify this, we were in approaching the media in advance with the predicted stories (though only successfully with the BBC). This seems to have had a dramatic effect in both securing the desired increase in TV coverage and a large increase in radio coverage. These two are intrinsically connected since the BBC Science News Unit is responsible for delivering content both for TV and radio. As in previous years, the vast amount of national radio was provided by BBC Radio 4 and 5 Live. Regional TV coverage was slightly down on last year, and this could have been because last year’s Festival profile raiser (the Friendliness Survey) had a strong local hook and led to a number of bulletins. However, given the high profile of the Festival in Exeter and the interest expressed by regional BBC and ITV, it is disappointing that this did not translate into more coverage. 2.3.3 Trade and technical Coverage by trade & technical or consumer publications was significantly up this year, its highest level to date. The reasons are unclear, though it is possible that it is in part due to our targeting subject-specific press releases to relevant media to raise awareness of the Festival. 2.3.4 Online coverage It is difficult to draw conclusions from the web monitoring and whether or not this year’s genuinely is the highest to date. Certainly, manually searching using Google News ensured that we picked up a wide amount of coverage. However, the legitimacy of even this method must be questioned given that it picked up a mere 18 stories on the Top 10 Screen Scientists, whereas a search in the general Google pages gives well in excess of 500 items, the majority of which seem to be accurate. 9 2.3.5 Top ten stories In evaluating the top ten stories, web coverage is excluded due to its unreliability. At no.3 was the story generated by the BA Press Team to generate publicity for the Festival, the Top 10 Screen Scientists, which can be deemed to have been a success. However, to counter criticisms that this was too populist, one needs only look at the variety of stories in the top 10 list, from cannabis and its effects on MS through to the effects of climate change on the environment. 2.4 Conclusions Although national printed coverage was down this year, overall coverage can definitely be counted as a success, with record totals in national radio, regional newspapers and trade and technical, and significant totals in national TV and regional radio. As discussed above, it is unclear why the national newspapers gave less coverage to the Festival. Last year, when we achieved record national coverage, we surmised that this was maybe down to editors being less way of science coverage. However, comments from journalists this year appear to contradict this – one journalist referred to the “‘Are you still there?’ factor”, whilst another suggested that even with a wealth of stories, his paper would still only run a page of stories. However, it could be argued that quantitative analysis of media coverage is missing the point, and that it is actually the impact that is more important. Certainly, anecdotally, many people seem to be aware of the Festival – three stories on a page are likely to make a similar impact to four. In terms of impact, then, this Festival must be viewed as a success, with a significant number of stories featured on radio and TV. Even though these did not always refer to the source of the story (i.e. the Festival), it is the BA’s aim to make science accessible to all, an aim it clearly achieves through coverage of the Festival. The general feeling amongst the press pack was that they were happy with this Festival. We had reduced the number of press conferences, and this was viewed favourably. The main discontent came over the issue of embargoes, though not by any journalists attending the Festival. It was felt by BBC Radio 5 in particular that the embargoes worked against them. However, it should be noted that there is no embargo that will work in everyone’s favour. As far as raising the profile of the Festival goes, the Top 10 Screen Scientists was very successful. In addition to a good amount of media coverage when the results were announced, over 43,000 voted online, and 1% of voters followed the link directly from the BBC website to the Festival of Science site. Craig Brierley Press Officer, the BA 5 November 2004 10 Summary of all media coverage 2004 National Newspapers Regional Newspapers Trade & Technical Publications General Consumer Web-based Media Nat/Int Radio Local Radio National TV Regional TV Other (Ceefax, etc) TOTAL No of Items 169 440 Column Inches/ Duration 3039.1 6264.5 News/ Feature 160 405 Comment /Editorial 7 7 Preview /Review 2 17 Listing 0 12 Other/ Not Specified 0 2 BA 139 434 FOS 139 381 Exeter 102 366 University of Exeter 44 190 48 17 308 91 49 22 7 888.5 566.78 40 8 2 3 5 5 1 1 0 47 14 303 230 46 13 34 16 234 15 4 68 18 1168 10758.9 613 19 29 14 2 17 954 14 593 752 4 325 11 National press coverage 2004 Independent Guardian (incl. Guardian Weekly) Telegraph Times Financial Times Irish Independent Sunday Times Observer Daily Express Daily Mail Daily Mirror Daily Sport The Morning Star Evening Standard Metro TOTAL No of Items 23 Column Inches/ Duration 329.75 News/ Feature 22 Comment /Editorial 1 Preview /Review Listing Other/ Not Specified 31 23 30 12 1 2 1 9 12 8 2 1 6 8 169 687 499.75 587.35 232.75 24 56.25 2 301 110 50 21 2 85.75 50.5 3039.1 30 23 28 11 1 1 1 1 1 1 1 1 9 12 8 2 1 6 6 160 2 7 2 12 Regional press coverage 2004 Ashburton, Buckfastleigh & MidDevon Advertiser Basildon Evening Echo Bath Chronicle Belfast Telegraph Birmingham Evening Mail - City Ed Birmingham Post Coventry Evening Telegraph Crediton County Courier Daily Echo Bournemouth Daily Post - Welsh Ed Daily Record Dawlish Post Dorset Echo Dumfries & Galloway Standard East Anglian Daily Times Eastern Daily Press Evening Herald Evening News Norwich Evening Post Evening Telegraph Evening Telegraph & Post Express & Echo Express & Star Grimsby Telegraph Herald Express Huddersfield Daily Examiner Ilford Recorder Jersey Evening Post Kent on Sunday Kettering Evening Telegraph Lancashire Evening Telegraph Leader Exeter Leicester Mercury Lincolnshire Echo Liverpool Daily Post Liverpool Echo Manchester Evening News Merseymart West Derby & Tuesbrook Morley Observer No of Items Column Inches/ Duration News/ Feature Comment /Editorial Preview /Review Listing Other/ Not Specified 2 1 1 3 1 1 1 1 1 2 3 2 2 1 2 41 3 1 1 1 2 42 106 2 3 2 1 1 1 1 1 1 2 2 2 1 3 1 1 27 2 9.5 14.5 6 14 10.5 3 9.5 19.5 33.25 121.5 21 7.5 28.5 680 54 3 35 3.25 28 843.5 712.25 37 22.5 8 27 2 27.95 13 2.5 8 119.45 24 33.5 3.25 57.5 2.5 19.5 2 1 1 3 1 1 1 1 1 2 3 2 2 1 2 32 3 1 1 3 2 38 106 2 3 2 1 1 1 1 1 1 2 1 1 1 3 2 1 13 1 1 9 1 1 2 Ms London Newton Abbot MidDevon Advertiser North Devon Journal Norwich Chronicle & Mail Series Nuneaton Evening Telegraph Pulmans Weekly News Devon and Somerset Scottish Daily Mail Scunthorpe Telegraph Sentinal Sunday Shropshire Star South Leeds Observer Star - Sheffield Stratford-uopn-Avon Herald Teignmouth Post & Gazette Telegraph & Argus The Citizen - Newent The Courier and Advertiser - Dundee The Crediton Gazette The Gazette The Herald The Journal The News The Northern Echo The Press & Journal The Scotsman The Sentinal The Star - Mid Devon The Tiverton Gazette The Western Mail Warwickshire Evening Telegraph West Briton Redruth etc Western Daily Press Western Morning News Yorkshire Evening Post Yorkshire Post 1 2 2 1 1 1 3 1 1 16 1 8 1 2 2 1 2 2 1 2 3 1 6 12 10 2 1 2 12 1 1 15 49 2 26 440 7.5 27 32 20.5 11.25 21.2 19.5 4 42 145.25 19.5 28.5 31.5 27 16.25 7 23 14 1.5 19.75 30 8.5 60 240.9 468.25 13 14 31.5 148 11.25 24 347.75 705.25 5 545 6264.5 1 2 2 1 1 1 3 1 1 16 1 8 1 1 2 1 2 1 1 2 3 1 6 12 10 2 1 1 12 1 1 12 37 2 25 405 3 2 1 1 1 9 1 1 Total 7 17 12 2 14 Trade and technical publications coverage 2004 BMA News Chemistry & Industry Chemistry World Design Products & Applications Devon Association of Smallholders Environment Business Geoscientist International Gas Engineering and Management Laboratory News Lloyd's List Machinery Market Manufacturing Chemist Materials World Measurement and Control New Civil Engineer Nursing Times Planet Earth Research Fortnight TCE TES The Pharmaceutical Journal The Science Reporter THES TOTAL No of Items 1 3 1 1 5 1 1 Column Inches/ Duration 2.5 164.75 16 2.5 144.5 4.5 16 News/ Feature 1 3 1 1 5 1 Comment /Editorial Preview /Review Listing Other/ Not Specified 1 1 1 1 1 1 5 1 1 1 1 3 2 3 4 1 8 48 12.5 29.05 6.75 10 4 86.4 12 2.75 18 13.75 27.5 99.5 32.25 20 163.3 888.5 1 1 1 1 1 5 1 1 1 1 3 2 2 2 1 6 40 1 2 1 2 1 5 1 15 Consumer publications coverage 2004 9 to 5 & MW Asian Age Devon Life Devon Talk Devon Today Exeter Life Flybe Focus Newsweek The Big Issue The First Great Western Magazine Christian Herald Der Spiegel TOTAL No of Items 1 2 1 1 3 1 1 1 1 1 1 1 2 17 Column Inches/ Duration 3.75 35 138 92 32 138 33 34 24 1.5 16 19.5 566.75 News/ Feature 1 2 Comment /Editorial Preview /Review Listing Other/ Not Specified 1 1 1 1 1 1 1 1 1 1 1 2 8 3 5 1 0 1 16 Broadcast coverage 2004 National radio BBC Radio 1 BBC Radio 2 BBC Radio 5 Live BBC Asian Network Classic gold radio BBC Radio 4 International radio Air America BBC World Service Radio Dublin Radio Free Europe Radio NZ Radio Science Radio Sydney Local/Regional radio Apple FM BBC London BBC Northants BBC Radio Devon BBC Radio Glasgow BBC Radio Hereford & Worcester BBC Radio Humberside Leicester Manchester Merseyside Newcastle Nottingham Oxford Scotland Sheffield Shropshire Stoke Tay Ulster Wales BBC Radio West Midlands BBC Three Counties radio Chilton FM Gemini FM LBC Newstalk 106 National TV BBC News 24 BBC 1 ITV Sky News International TV CNN Great Southern TV NBC Regional TV BBC Spotlight SW ITV West Country Total items No of Items 1 1 20 1 1 40 1 10 2 1 11 1 1 1 1 2 10 1 1 1 1 1 1 1 1 2 6 1 4 1 1 1 3 1 2 1 1 2 1 6 9 1 1 1 3 1 3 4 169 17 Top 20 stories (excluding web coverage) Peopling the Americas Decline in moth populations Forensic science (Black) Secrets of our Universe Nutrigenomics ADHD UK goes to the planets Psychology of gambling Hypnosis 14 14 15 15 15 16 18 21 21 23 24 25 27 29 31 37 39 43 44 49 0 5 10 15 20 25 No. of stories 30 35 40 45 50 Story Presidential address Glass cliff Cancer Research UK Psychology in the classroom Money in relationships Microcirculation Choice behaviour in babies Air pollution and climate change Top 10 screen scientists Herbal remedies Cannabis & MS 18 Summary of past coverage National printed media 2004 169 2003 244 2002 154 2001 177* *includes Scottish newspapers 182 2000 193 1999 185 Regional printed media 440 380 155 71 354 National/ International radio Regional radio National/ International TV Regional TV Trade and technical 2004 91 49 22 7 48 2003 38 27 6 9 22† †includes Trade & Tech 2002 57 24 20 1 47† †includes Trade & Tech 208 2002 411 2001 48 93 22 13 44† †includes Trade & Tech 2000 30 17 8 1 35† †includes Trade & Tech 1999 32† †includes Trade & Tech General consumer Web 17 308 180 2003 704 2004 Total coverage (excl. web) 843 2001 358 2000 320 1999 539 19