There was a researcher called Neil,
Who was fed up with marketing spiel.
‘Owned and earned’ they all cried
But of paid they denied
The fact that it was a big deal.
So he set off to find out the truth.
He began it by drinking vermouth.
Nicely sloshed he decided
Measurement is lopsided,
Econometrics would offer the proof.
Karl Weaver he called on the ‘phone.
He said ‘Karl, I’m sorry to moan,
But this misattribution
Is causing confusion,
It is time this farrago was blown!’
So Karl started some interesting insight
That should shed on POEM new light
It will arrive soon next year
And will bring with it great cheer
For those who are keen to know more about the relationship between paid, owned and earned media (fingers crossed telly comes out all right).