Reports that global media monitoring and public relations measuring players Cision and Meltwater are planning to merge could add turmoil to an already competitive local Australian market.
The combination would create a strong player in media monitoring locally, with global reach and deep analytical abilities.
With strong demand from marketing departments for earned media, effective PR campaigns are golden. This is where PR software, media contact lists, media monitoring and analytics come in.
Isentia is the market leader in Australia with Meltwater, a global player, pushing at the edges.
On top of that is challenger Streem, a real-time monitoring outfit.
And recently, John Croll, the most experienced local media monitoring executive, and former head of Isentia, launched Truescope.
Business Insider is quoting multiple sources as saying PR measurement giants Cision and Meltwater are planning to merge.
In the US, the Justice Department's antitrust division is looking at the potential tie-up of the two biggest PR software companies from a competition and pricing viewpoint.
“Three people said the Justice Department contacted them in early summer, asking about the PR software industry, how a potential merger of Cision and Meltwater would affect their competitors, and if they believed it would raise prices for their customers,” says Business Insider.
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