ViewPoint
December 2011 / January 2012

Verified Would Like to Welcome...

Kitchen and Bath Ideas
Meredith Corporation
New York, NY
Kitchen and Bath Ideas is the leading consumer kitchen and bath magazine and is filled with ideas, inspiration and information about the latest products and trends. Featured kitchens and baths showcase a range of styles from traditional to contemporary and everything in between. Beautiful, full-color photographs convey a real-people / real solutions approach to home design. Also, a special resources guide helps make finding and purchasing featured products easy.

Renovation Style
Meredith Corporation
New York, NY
Renovation Style marries the hard work of renovation and the finishing touches of style. It is empowering and inspiring for its unique audience of renovation enthusiasts who want to breathe new life into their homes and participate in the process of the transformation. Front-of-book editorial content focuses on products and trends as they relate to the magazine's core passions – renovation and style. The beautifully photographed homes show how these two passions are inextricably linked, providing inspiring teaching lessons that readers can embrace as they make their homes both beautiful and livable for the 21st century.

Do It Yourself
Meredith Corporation
New York, NY
Do It Yourself showcases attainable, stylish and affordable ideas for making readers' homes "live" better. Each inspiring issue contains a mix of home decorating, remodeling and gardening articles with a can-do, success-oriented approach. Readers are introduced to the best new tools, books and advice they need to make sound decisions for their home and to make their do-it-yourself projects easier.

The Weekly Challenger
The Weekly Challenger
St. Petersburg, FL
The Weekly Challenger is a local paper distributed in the local area of St. Petersburg, Florida. Features include arts, entertainment, community, sports and more.

The Southside Reporter
San Antonio Express-News
San Antonio, TX
The Southside Reporter is an alternative publication which is part of The Prime Time Newspapers, a division of the Hearst Corporation. These free publications are distributed weekly in the San Antonio area. The Southside Reporter offers entertainment, music, local events and fitness, creating a lively urban vibe for San Antonio. It is printed in a convenient tab format for easy reading in full color.

Groupon Seminar Scheduled for January 31, 2012

Is Groupon right for you? Many magazines and newspapers have used Groupon offers to drive sales and increase circulation, sometimes with a great deal of success.

Join Verified Audit Circulation and Bo Hurd, Groupon Senior Account Manager on the National Sales team, who will explain how Groupon works for publications.

We will discuss the nitty-gritty of the daily deal program and ways other publishers have used Groupon to their advantage. A representative from Verified will be on hand to answer any audit-related questions as well.

The Webex seminar with Groupon is scheduled for Tuesday, January 31, 2012 at 11 am PST.

To register, contact Tara Taylor at ttaylor@verifiedaudit.com or 415-461-6006, ext. 209.

If you have any questions, contact Verified at 415-461-6006.

Newspapers' Digital Audience Skews Younger, More Affluent

People who read newspapers' digital content tend to be younger, better-educated and more affluent than the print audience for newspapers, according to a new national survey of 5,034 households by Pulse Research conducted from July to September of 2011.

The research confirms newspapers' success in building a substantial, and desirable, online audience.

Pulse found that the average age of digital newspaper readers is 44, compared to an average age of 51 for print readers, with disproportionate representation for young adults in digital readership.

Among adults 30 and under, there are 60% more digital readers than print readers, for a breakdown of approximately 61% digital versus 39% print in this age set. In terms of income, the average household income of digital readers was $65,480, compared to $53,776 for print readers, and the proportion of digital readers in households with incomes over $100,000 per year was 82% higher than print readers.

Turning to education, digital readers are 22% more likely to have a college or postgraduate degree than print readers. They are also more likely to have families, with 48% of digital readers reporting that they have children at home, compared to 32% of print readers – perhaps reflecting the fact that older print readers' children have already left home.

Higher average household income is accompanied by greater likelihood to make big-ticket items, with 7.6% of digital newspaper readers planning to buy a home in the next year, versus 5.2% of print households. Similarly, 8.4% of digital readers plan to buy a new car in this time frame, compared to 6.8% of print readers, while 24.4% of digital readers plan to buy furniture, compared to 16.2% for print readers.

READ MORE

© 2011 MediaPost Communications.

Digital-Only Readers Make Up 11% of Magazine Audience

While there has been a great deal of interest in the rise of digital magazines, there has been less information about the exact size of digital magazine audiences – until recently. Now research outfits, such as GfK MRI and Affinity, are including magazine consumption on computers, tablets, e-readers, and other devices in their magazine audience estimates.

The latest data comes from GfK MRI, which on Thursday released the results of its first magazine audience survey to measure print and digital audiences. The data indicates that digital magazines have made impressive headway in terms of consumer adoption. More than one out of 10 magazine exposures took place solely on digital platforms, with no print component at all.

In the measurement period from March to October 2011, the total gross magazine audience – defined by GfK MRI as the number of consumer exposures to magazine-branded content on any platform, including magazines printed on paper – was approximately 1.58 billion.

Within this figure, 1.278 billion exposures were print-only, involving no digital component; 135 million involved both print and digital components; and 166 million, or 11% of the total, involved only digital components.

Digital-only magazine readers skew younger, better-educated and more affluent than the general population. GfK MRI found that 36% of digital-only readers have an annual household income over $100,000, over-indexing at 143 on a scale of 100 for this measure. 42% had a bachelor's degree or higher, over-indexing at 151 on a scale of 100. In terms of age, 54% were "millennials," over-indexing at 178, and 24% were Gen-Xers, over-indexing at 110. Just 20% were boomers, under-indexing at 61 out of 100.

The digital-only magazine reading audience also showed a skewed gender ratio, with males making up 63% and females 37% of the total.

© 2011 MediaPost Communications.

Events Calendar

Online Publishers Association Summit
February 1 – 3, 2012
Coral Gables, FL
www.online-publishers.org

2012 New England Newspapers & Press
Association Convention
February 10 – 11, 2012
Boston, MA
www.nenpa.com

INMA Innovative Advertising Seminar
February 16 – 17, 2012
Miami, FL
www.inma.org

IFPA Publisher & Manager Summit
February 25, 2012
Las Vegas, NV
www.ifpa.com

If you have an event that you would like to announce, please send your information
to e-newsletter@verifiedaudit.com.

Extra! Extra! Local Newspaper Readership Stays Strong

Local newspapers remain the dominant source of news in small towns and rural areas, according to the results of a new survey performed by the Reynolds Journalism Institute's Center for Advanced Social Research and the University of Missouri's School of Journalism on behalf of the National Newspaper Association.

Overall, 74% of residents of these areas said they read the local newspapers at least once a week, with 48% reading them once a week and 11% reading them every day.

When interpreting these results, it should be remembered that many of the newspapers in question are weeklies or "non-dailies," making up 86% of the newspapers in the survey. Thus, 70% of the respondents said they read non-dailies.

Respondents said they spent an average of 39 minutes a week reading the local newspaper, up slightly from a previous survey in 2010. The survey also found that older adults, residents who have stayed in their communities longer and people with more education read local newspapers significantly more than younger adults, residents of shorter duration and those with less education.

Among respondents who said they read a local newspaper, 92% said they pay for the newspaper, and the rest get it free. Within this group, 67% subscribe to the newspaper, while 33% said they buy it from a news rack or store.

In terms of motivation, 83.2% of respondents who read the local newspaper do so primarily for the news content, but 69.2% also agreed that it "provides valuable local shopping and advertising information."

The organizations surveyed 500 adults ages 18 and over living in areas served by newspapers with a circulation under 15,000.

READ MORE

© 2011 MediaPost Communications.

Get Your Audit Reports in PDF Format

Want to save trees? Get your Verified Audit Report and Publisher's Statements in PDF format only. Digital reports have many advantages:

• They can be emailed to advertisers rather than mailed or faxed.
  
• You don't have to keep a supply of paper reports on hand. They can be easily printed as needed.
  
• If the PDF file is lost or deleted, a downloadable PDF file of the report is always readily available at www.verifiedaudit.com along with all past reports.
  
• The PDF report can be placed on your website so potential advertisers can access it at any time.

If you would no longer like to have printed reports, please contact Verified at 415-461-6006.

Please send comments and story ideas to e-newsletter@verifiedaudit.com or contact us at:

Verified Audit Circulation
900 Larkspur Landing Circle, Suite 295
Larkspur, CA 94939-1758
415.461.6006
415.461.6007 fax