Measurement

Clip

press clip · cutting

Definition

Clip is the saved copy of coverage: URL, PDF, audio, or video file, plus the metadata you will need later (date, outlet, link, sentiment). The word is leftover from physical cuttings. The object is the proof.

A dashboard row without a URL is a rumor. A screenshot without a date is a fight waiting to happen.

How it works

Capture within a day. Store the live URL and an archive copy. Tag follow/nofollow, paid/earned, and the owned page you wanted cited. Recrawl links quarterly.

Worked example

Eleven stories, eleven archive links, eight live hrefs still green six months later. Two newspaper pages moved and 404’d — those go to reclamation. That clip book is an asset. A slide of logos is not.

How it differs

Coverage is the event. Placement is the row. The clip is the file. Impressions are a guess attached to it.

Common errors

Logo walls. Letting URLs rot. Mixing paid native PDFs into the earned clip book unlabeled.

Sources