Not a bad name. Well known term for companies wanting to track media coverage of themselves or a particular subject. One of the better names posted here for appraisal.
For a company in the business or wanting to get in the business ... nice name to match the service with the brand.
Applied to the service described it has no trademark potential. Being 15 chars long, it has almost zero type-in potential.
It might be a better name for a barber shop, in which case my valuation goes up to $19.99.
I think you're being a little tough on the name dots. It gets 437 searches on Overture - not huge, but something - and the term has bids for it at Overture:
I wouldn't build a brand around it, but use it as an additional traffic generator the way barnes & noble uses book.com and books.com to drive extra traffic to bn.com.