BOULDER - Umbria, a Boulder-based market intelligence company, is partnering with PR Newswire to provide a service that tracks and monitors blog conversations regarding a press release or news topic.

MediaSense Blog Measurement is available to PR Newswire clients and uses Umbria's proprietary technology.

MediaSense helps determine which consumer segments are most engaged in a discussion, enabling companies to better understand their target markets and tailor their communications strategies accordingly.

It can be used to evaluate the response in the blogosphere for short-term events, such as product launches or tradeshow participation, or to collect ongoing feedback throughout the year.

The service costs ranges from $2,900 to monitor one news release for six weeks to $9,500 for an annual subscription.

New York-based PR Newswire Association LLC provides electronic distribution of news and other broadcast services on behalf of its worldwide clients that include corporate, government, association, labor, nonprofit and others.