Media darling Twitter has tweeted its way to news coverage over the last 30 days that's worth the equivalent of $48 million in advertising and public relations, reports Advertising Age. Twitter trounced coverage of even giant Microsoft's biggest product launch of the year, Bing. Microsoft's advertising budget for Bing is at least $96 million, but it generated only some $600,000 worth of press coverage.
TV accounted for 57% of the coverage of the micro-blog service, with CNN and Fox News leading the pack. In June, Twitter visitors grew by 14% over May, which was up 7% over the explosive first four months of the year when Oprah and Ellen talked it up. But media monitors question how long the sensation will last. "Twitter does seem to have more sizzle in the press than it does in real life," writes Abbey Klaassen in Ad Age.