Media coverage of the Appraisal Institute and its individuals in 2012 was potentially seen, read or heard nearly 2.5 billion times, an all-time high for the organization, resulting in a publicity value of almost $2.7 million, also a record-high, the Appraisal Institute announced Jan. 30.
The latter figure was nearly three times the value of media coverage in 2011.
The Appraisal Institute and its individuals in 2012 appeared in 3,145 stories that ran in 1,375 newspapers, magazines, television and radio stations and online media outlets; both figures represent all-time highs for AI. This coverage generated 2,450,717,203 impressions (defined as the number of times a story may have been seen, read or heard), a 13 percent increase over 2011. The coverage resulted in a publicity value of $2,685,891 (based on a vendor’s proprietary formula that approximates how much the coverage is worth), a 176 percent increase over the previous year. The Appraisal Institute appeared in 16 percent more stories in 2012 than in 2011 and in 2 percent more media outlets.
The Appraisal Institute and its individuals regularly appeared in national media coverage in 2012: daily newspapers such as The Wall Street Journal, The Washington Post and The New York Times; national television and radio shows such as ABC’s “Nightline,” NBC’s “Today Show,” CNBC’s “Street Signs” and “Real Estate Today” (the National Association of Realtors’ nationally-syndicated radio show); magazines such as Money, National Mortgage News and Scotsman Guide; and online sites including CNNMoney, FoxBusiness, MSN Real Estate and Bloomberg. AI and its individuals also were featured in local media, appearing in statewide newspapers, on local radio stations and on network affiliate television newscasts across the country.
Appraisal Institute officers, other individuals and staff addressed such topics as: appraiser selection, distressed sales as “comps,” which home improvements are good investments, divorce appraisals, AI’s “green” addendum and so-called “low” appraisals.
View a five-minute highlights video of the Appraisal Institute’s media coverage from the second half of 2012, or download the video. The video can be shown at AI chapter meetings.