FAQs

What is circulation auditing?
A circulation audit is a standardized, authoritative statement of a publication's printing, distribution, and readership.



How do I start an audit?
Publications that are new to the audit process normally receive an Initial Audit Report covering a six-month period. Following the Initial Audit, Verified updates circulation data on semiannual Publisher's Statements and on Annual Audit Reports.

Circulation data is summarized and submitted to Verified on a quarterly or semi-annual basis. Verified's specially trained auditors conduct a comprehensive review of printing, distribution, and supporting financial documents prior to issuing the Initial Audit Report and annually thereafter.



Why audit?
Advertisers must decide what advertising opportunity provides the most cost effective way to reach their target audience. Audit reports are the preferred source for standardized, comparable, and reliable circulation information, because audits allow media buyers to make accurate, informed media buying decisions.
  • Auditing equals credibility.
  • Audits help you sell advertising.
  • Audit reports are an essential part of every successful sales presentation.
  • Audited circulation qualifies your publication for regional and national advertising programs.
  • Audits are required for co-op advertising programs.
  • Audits make a difference in local community and classified advertising.


What are demographics in relation to auditing and advertising?
In the advertising world, the term demographics usually refers to the characteristics of the target audience for a product or service. In publishing, demographics is usually used to refer to the characteristics of a publications' readers.



Why is demographic data important?
Demographic data is normally obtained in two ways: through custom research such as in-paper or telephone surveys and from public or private surveys conducted by the U.S. census, local government agencies, and chambers of commerce. Successful publishers use a combination of data to give strength to advertising sales and when planning distribution or editorial changes. Demographic data is usually organized and reported by geographic areas such as census block groups, ZIP codes, counties, and cities.



What is your methodology for telephone-based research?
Generally, a research project is based on direct interviews with 200 to 400 households in the designated distribution area. We work closely with your distribution staff to make certain that calls are made shortly after delivery within the proper areas.

We ensure that the results are representative of the entire distribution program. When usage, conversion, and other data is desired, follow-up interviews can be conducted after an appropriate time interval.

Surveys normally include questions establishing receipt of the sample, circular, or other advertising material, trial, usage, purchase intent, etc. The research is scaleable and can be customized to meet the particular needs of each program.

Interviews are conducted using the latest CATI technology, and interviewers are supervised by highly trained professionals. Verified follows Council Of American Survey Research Organizations (CASRO), Yellow Pages Publishers Association (YPPA), and other research industry guidelines.

   

Verified Audit Circulation

   

 

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