Apple leads all technology companies by a wide margin when mainstream tech writers try to figure out which stories to file, according to a new study released by the Pew Reasearch Center’s Project for Excellence in Journalism. In the year between June 1, 2009 and June 30, 2010, Apple was the the subject of 15.1% of all stories in the mainstream technology press, with the bulk of the coverage being positive, according to the study. Google came in 2nd, with 11.4%, with Twitter, Facebook and Microsoft rounding out the Top 5.
While over 40% of the stories filed about Apple suggested the company’s products are innovative and superior in quality, just 17% suggested the products are overhyped, and less than half that, 7%, portrayed Apple as too controlling with its products. Stories about Google, on the other hand, portrayed its products as innovative and superior in just 20% of cases, slightly ahead of the 19% in which the thread was the idea that the company has too much information and too much power.
Clearly Apple PR does a great job and on the whole, the company turns out some pretty nifty products. But there may come a day soon when Apple, too, has faded from the headlines: “After being arguably the most important technology company, even as recently as five years ago, run by the richest man in the world and the world’s most powerful monopoly, Microsoft has…fallen off the mainstream media’s radar. It received just one-fifth the coverage of Apple, less than a third the coverage of Google and less than half the attention of Twitter.” Other technology giants such as Amazon, Best Buy, Yahoo and RIM all garnered less than 1% of the mainstream media’s attention.
