SOURCE: California News Tech

July 29, 2005 09:00 ET

MediaSentiment™ Launches -- Becomes World's First Index Measuring Public Perception

SAN FRANCISCO, CA -- (MARKET WIRE) -- July 29, 2005 -- California News Tech (OTC BB: CNTE) today announced a new index available to the public -- an index that will serve as a leading indicator of media sentiment for any publicly traded company. Measuring online (broadcast and print) news as positive, negative or neutral, MediaSentiment will provide users with up-to-the-minute information vital to investing.

Marian Munz, president and CEO of the parent company California News Tech, developed MediaSentiment to measure the "public mind." Seeing a real need to level the playing field for investors, he created a software program that uses algorithms to analyze news stories about any company, designating certain words and phrases as positive, negative or neutral. Within seconds of a news story being issued over the wire, MediaSentiment can analyze it, evaluate it as positive or negative, and make that information available to subscribers. Most investors have to wait until the morning paper or the evening news to hear the latest about lost earnings or a patent issued -- and thereby probably miss the opportunity to buy or sell their stock.

Until now, there was no program available to measure media sentiment. This user-friendly internet tool aggregates media coverage. Though investors may read two or three daily newspapers, Media Sentiment tracks more than 6,500 media Web pages which cover national TV newscasts, 100 of the most widely read daily newspapers, 30 local TV stations, and more than 6,000 news sections from corporate Web sites.

This timely information is available on where visitors will see HeadsUp (companies to watch due to positive or negative media stories), Companies in the News, and MediaSentiment Indices, measuring the Dow, S&P and NASDAQ. Subscriptions will cost $99.95 per year and enable the user to quickly determine the sentiment of the media for any stock. "With this information," Munz said, "investors can act faster than the big traders. If Company XYZ issues a press release on a Friday evening that its CEO has resigned under a cloud of suspicion, the average investor may not hear about it until Monday morning. MediaSentiment enables subscribers to learn about the news -- positive or negative -- within seconds. That's the kind of leverage a small investor needs to compete in today's market."

In addition to revolutionizing investment research, MediaSentiment also has applications in a wide range of other sectors. MediaSentiment was used this last fall by Stanford University's Political Communication Lab to identify Voter Attention Share -- trends in the US electronic media coverage of presidential election issues. The findings showed in September that President Bush would likely win re-election based on the number of news stories that focused on Iraq.

Munz also foresees other powerful uses for MediaSentiment. For example, had Senator Kerry had access to MediaSentiment when the Swift Boat veteran ads were being broadcast, Marybeth Cahill might have been prepared for the wave of exposure it received. A simple $50,000 ad campaign got more coverage than she ever expected and her ability to respond was minimal after it picked up steam. Likewise, MediaSentiment is able to predict what toys will be hot sellers at Christmas-time, and what retailers might expect in shortages, all based on the sentiment of the media coverage.

In creating MediaSentiment and making it available to everyone, Munz makes clear that aggregate news impacts public behavior and that behavior drives much of our economy -- supply and demand, investment decisions, even consumer confidence. "Being the first to know has its advantages," Munz said.

More information about MediaSentiment is available at or by calling (877) 370-7401.

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