THE monitoring data pooled from 42 popular Chinese and foreign media focusing on the city image of Shanghai, the host city of Expo 2010 reveals a 132.76% rise of media attention during the six-month Expo running days, claimed the organiser of the ‘Workshop on Media Monitoring in the Omnimedia Age’ held on November 11 at the Shanghai Library.

The opening of the conference took place in parallel with the debut of ‘The Clipping-based Collection and Analysis of the Media Coverage’, a new book published by the Shanghai Library. Meanwhile the ‘Expo 2010 Shanghai Media Coverage Report’ was also released.

The top ten Expo media buzzwords, according to the ‘Report’, are Shanghai, China, Visitor, Culture, Pavilion, Sci-tech, Volunteer, Ticket, Low Carbon and Queuing.

The Shanghai Library’s earliest attempt for setting up a service platform for media coverage collection and analysis dates back to 2004. In 2006 the Library started the Expo media coverage collection service oriented to the organiser of the Shanghai World Expo and dozens of other related institutions. As of the end of 2010, nearly 200,000 clippings of reports from 600 media home and abroad have been collected and analyzed.