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Hacks, attacks and breaches – security experts benefiting from bad news days


In July 2015 the Ashley Madison website, famous for connecting people who fancied an affair, was hacked and the names of millions of people were exposed. These individuals all came from different levels of society, professions and the magnitude of the hack, as well as its ramifications, is still being understood. People have taken their own lives and the media furore remains second to none. This was also one of many cyber-attacks to take place in 2015 with some of the biggest names hit by a hack: American Airlines, Marriot International, Anthem Inc., Chipotle Mexican Grill, the US State Department and Carphone Warehouse are just a few.

The writing is on the wall. The cliché is come into its own and organisations have to prepare their security and address the measures they have in place to protect both themselves and their clients. Not only does cybercrime impact those who had their information stolen, the long term reputational impact on the organisation has yet to be fully established. This uncertainty has resulted in significant media coverage that examines the challenges, threats and concerns around cybersecurity and how to protect against it.

Apollo Research has found that between March 2015 and August 2015 there were close to 9,500 articles published relating to Cybersecurity (within mainstream national, business and technology titles in the UK and USA) . Many of the tech companies receiving coverage are security solution providers, but others are companies that have suffered hacks or where OS vulnerabilities are discussed.

Microsoft has 10.3% of the coverage relating to Cybersecurity, Adobe is second with 8.6% and Google 4th with 6.5%. Security vendors feature heavily in editorial coverage with FireEye achieving a 7% share of coverage, Kaspersky Lab 5.6% and Symantec 4.8%. 

The security experts, however, have benefited from high profile hacks with those who can help organisations secure their data being quoted extensively in media coverage.

The media interest in the topic peaked in February 2015, April 2015 and July 2015. In February the sim card database hack by US and UK spies drove a large percentage of the coverage along with the Chipotle breach that saw their Twitter account hacked and used to tweet racist remarks. April’s rise in media chatter around cybersecurity appears to have been once again driven by the Sony hack from December 2014 as new information came to light around how it was done. Then, in July, coverage likely saw a surge thanks to the Ashley Madison hack that continues to grab headlines well into September 2015.

While Microsoft, Google, Apple and Cisco appear in the top 10 tech companies most associated with the topic, it seems likely that the media coverage is driven by concerns around the security or vulnerability of certain solutions provided by those organisations. The security experts, however, have benefited from high profile hacks with those who can help organisations secure their data being quoted extensively in media coverage.

The publications that spoke the most about cybersecurity were Security Week, Infosecurity Magazine, SC Magazine USA, Information, and eWeek. The leading author is Eduard Kovacs who covered the topic the most with Phil Muncaster, Tara Seals, Ashley Carman and Ben Rossi following in the remainder of the top five.

Our research clearly shows that cybersecurity is a hot topic with the media. Organisations that can provide insight, solutions and analysis can potentially benefit from another company’s bad news.

For the full list of technology companies most associated in the media with cyber-security, together with the top 10 media sources and journalists please email

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