How Biased is a Media Outlet? Are you getting facts or opinion? We chat with Vanesa Otero from Ad Fontes Media today.

This one’s for the data geeks. Marketers — wouldn’t it be great if you had a simple chart that could show how fair and objective the media you’re sponsoring truly is? This week on The Divided States of Media, Dan sits down with Vanessa Otero, founder and CEO of Ad Fontes Media. Using a weighting algorithm, her company’s Interactive Media Bias Chart®, objectively rates media outlets based on bias and reliability. Vanessa and her team’s efforts are helping advertisers and agencies get a clearer picture of how and where they invest their ad dollars.

Highlights:

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• 1:43 – What is Ad Fontes, and how is it making news consumers smarter?
• 4:50 – How being a patent attorney and a nerd led Vanessa to quit her job and starting Ad Fontes
• 7:53 – The Media Bias Chart® is uniting left and right extremes in their hatred for it
• 10:15 – Just how can you rank media bias objectively? Vanessa gives a look at how the Bias Chart works
• 25:04 – Polarizing media is like junk food
• 35:05 – How social media may affect our society in the coming years
• 45:45 – This week in Unsolicited Advice
• 50:02 – As perhaps one of the foremost experts on the subject of media bias, Vanessa shares the sources she goes to for the facts
• 1:00:30 Vanessa is bringing back journalistic integrity