A clipping service essentially acts as your company's eyes and ears in the press. Based on your search instructions, human readers scan printed materials for matching references. Clips are then collected and sent to you with information about the publication in which they appeared.

Specialized online clipping services use a combination of proprietary technology and search engines to locate relevant articles on the Web. The majority also tap into newsgroups and online forums, providing a unique informal slant on how your company is perceived. These services often allow password-protected online access to clippings.

Some services also analyze clips for information such as editorial slant, circulation, and effectiveness, either on a standalone or competitive basis.