Each piece of news or advertisement observed by media monitoring has its own significance. The data have their individual significance and also as a whole provide us with new and guiding knowledge. Media analysis is carried out to make sure that the message and the information revealed in a periodic and thematic sense by the monitored data is interpreted in a compact, easy to understand way to bear a more functional character so that the customer could have an idea of the current situation and could devise strategies to achieve the goals desired.

ChinaClipping interprets the data observed by the monitoring of the media in periods of time such as monthly or in every three months.

The analysis could aim to observe the effectiveness of a press release or to compare and contrast the media coverage of the ratio of all the brands or companies in a sector or how these brands/companies are covered by the media. Media analysis enables customers to see the effectiveness of PR and promotional activities and observe the general tendencies and situation in the sector. With accession to these data communication strategies that needs to be modified and developed are devised.