iewPoint | Volume 1 | Number 4 | November 2005
A forum for news about Verified and the business in which we thrive.

This Month's Features:
Is Smaller Better? Tabloid vs. Broadsheet
Reader Surveys are a Specialty
Verified Tracks Delivery in the Field
NSA and the Importance of ZIP Code Analysis
Events Calendar
Newspaper Engagement Study Released
Paid Digital Editions

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Past Issues:

Is Smaller Better? Tabloid vs. Broadsheet

Tabloid: Roughly 23 by 14 inches (597 by 375 mm) per spread.

Broadsheet: Roughly 29 by 23 inches (74.9 cm by 59.7 cm) per spread, twice the size of a standard tabloid.

Readers may find a smaller version of their newspaper on their doorstep one morning. The Rocky Mountain News, Newsday, Chicago Sun-Times, New York Post, (New York) Daily News, Boston Herald, and Philadelphia Daily News have already embraced the new size. In October, the Wall Street Journal announced the change of its international editions to tabloid.

Many others in the industry have been contemplating the tabloid format, particularly after several papers switched from broadsheets in Europe and saw a nice circulation boost. The London Times and The Independent both increased circulation after the move.

Still, the public perception (and that of many editors and publishers) is that tabloid newspapers aren't as valuable. Broadsheets are associated with serious news coverage, tabloids with more trivial content. Due to the negative connotation, newspapers are starting to use the term "compact" instead of tabloid when discussing format size.

Changing newspaper formats presents certain risks. Will advertisers pay the same amount for a smaller ad? How does a format change affect the editorial content? Will old readers be alienated? Can the newsprint savings justify a change?

However, there are some compelling reasons why the tabloid format is growing in popularity and may become the format of the future:
  • Tabloid newspapers are more compact and easier to read
  • Busy readers, particularly young people, seem to prefer the tabloid size and format
  • New presses have significantly better reproduction capabilities—printing slightly smaller images and type sizes with good legibility—even on tabloid or smaller page sizes
  • Tabloid formats can be put online with less reworking and are also easier to read online
  • Many broadsheets already produce tabloid sections on a regular basis
  • Tabloid newspapers usually consume less newsprint per copy
Industry giants Gannett and Knight Ridder have been contemplating a change for some of their papers. Douglas McCorkindale, Gannett's chairman, president, and CEO, said that they were "experimenting but slowly and carefully" with using a tabloid format. Knight Ridder CEO Tony Ridder, said, "We will probably be testing a few markets."

There are those who believe it is just a matter of a breaking entrenched standards of a bygone era.

Said Deborah Withey, now the Deputy Managing Editor/Presentation at the Virginian Pilot, "In my several years of redesign work for Knight Ridder newspapers, the most fun I ever had was redesigning the Philadelphia Daily News for a tabloid format; it was so liberating."

"Newspapers are the only product whose size and form are determined by those who produce it, and not by those who consume it," said Simon Kelner, editor-in-chief of London's The Independent, one of the first traditional newspapers to make a switch to a tabloid format. The Independent's circulation rose 15.5 percent after the changeover; The Times experienced a four percent increase over its pre-tabloid numbers.

Reader Surveys are a Specialty

Verified Audit specializes in conducting reader surveys for newspapers, magazines, and even Websites. We have proven skills at helping print and digital publications ask targeted questions that potential advertisers want answered regarding readership, lifestyle/spending, and demographics.

We recently completed a reader survey for Dragonfly Media, the parent company of five publications, including Common Ground (San Francisco), Conscious Choice (Chicago), Evergreen Monthly (Seattle), Whole Life Times (Los Angeles), and Shared Vision (Vancouver). The project involved the tallying, analysis, and reporting of a survey with more than 30 questions.

Don Olson, Chief Operating Officer of Dragonfly Media, had this to say about our services:
"Great job on the Dragonfly Media surveys! I want to thank all the crew at Verified for a professional, thorough, and rapid assessment and assimilation of the reader responses from our five magazines. We wanted to get a pretty comprehensive look at our magazines through the eyes of our readers. We contacted our team at Verified, and they handled it with professionalism and responsibility. We now have valid information on well over a thousand readers of Dragonfly magazines and I have to say that the load really fell on Verified to drive, compile, and capture the data in a way that our team can understand and apply to our strategies for 2006. Thanks Verified; we'll be back next year!"

Dragonfly Media provides for the exchange of ideas among individuals, organizations, and businesses working to create more spiritual, sustainable, and equitable communities. Dragonfly is dedicated to cost-effective ways for advertisers to reach customers, and Verified's reader surveys have been a part of this ongoing commitment.

Reader survey samples:

The next time your publication is contemplating a reader survey, make a call to Verified for some advice and a price quote.

Verified Tracks Delivery in the Field

Verified has ranger skills. Okay, maybe we can't quite tell the difference between lynx and timberwolf tracks, but we can track home delivery of advertising via our proprietary Trakker service. Trakker is an online field verification tool that measures the effectiveness of direct-to-door marketing. Through Trakker, we are able to offer a same-day snapshot of your distribution—both figuratively through data and literally through actual photos.


Verified works directly in the field, capturing real-time information and then documenting it efficiently for online perusal. We create the means for immediate proof of delivery of advertising messages.

Trakker features include:
  • Delivery start and end times
  • Real-time status of delivery
  • List of ZIP codes delivered to
  • Weather reports on day of delivery
  • Ability to view where the advertisement was placed
  • Ability to view same-day photographs of your delivery item
Trakker product sample:

NSA and the Importance of ZIP Code Analysis

Verified recently sat down in Chicago with representatives from Newspaper Services of America (NSA), the nation's largest print buying and planning agency. One of the primary goals was to learn how we at Verified could make it easier for our clients to become an integral part of the vast NSA database.

Providing accurate and current information to their clients is the top priority for a company like NSA. NSA carefully examines audit reports because they are relying on these figures for their planning and purchasing decisions.

One of the key points raised by NSA was how much they utilize ZIP code data and analysis. When NSA's clients are looking to saturate specific areas with their advertising message, ZIP code data factors highly in the decision to buy into a publication.

Creating a Circulation Analysis by ZIP Code report is sometimes a challenging task for Verified's clients. It is consistently the one thing that clients struggle to provide Verified. But according to NSA, the effort is well worth it if you hope to gain a stake in larger bundles of advertising dollars.

We will continue to post information from this meeting and other recent meetings in future newsletters.

Events Calendar

National Association of Hispanic Publishers Dallas Ad Summit
December 1–2, 2005
Wyndham Anatole Hotel, Dallas, TX

California Press Association Winter Meeting
December 2, 2005
Marines' Memorial Club & Hotel, San Francisco, CA

City and Regional Magazine (CRMA) Publishers Round Table
January 12–15, 2006
Intercontinental Hotel, Puerto Vallarta, Mexico

Alliance of Area Business Publications 2006 Winter Conference
Verified in attendance!
January 27–29, 2006
Presidente InterContinental Resort, Puerto Vallarta, Mexico

John Lowman, Director of Sales for Verified, will be attending the AABP 2006 Winter Conference. John would be happy to answer any of your questions and talk about the valuable services Verified provides.

Western Publications Association Maggie Awards
Entries Deadline: January 5, 2006
February 28–March 1, 2006 (Judging)
Westin Hotel at Los Angeles Airport, Los Angeles, CA

Texas Press Association 59th Midwinter Conference & Trade Show
January 19–21, 2006
Hyatt Regency, Dallas, TX

New England Press Association Convention and Trade Show
February 10–11, 2006
Park Plaza Hotel, Boston, MA

Parenting Publications of America 2006 Convention
March 2–4, 2006
Westin Philadelphia, Philadelphia, PA
Relocated from New Orleans due to Hurricane Katrina

Newspaper Engagement Study Released

Newspaper National Network (NNN) LP announced the results of its 2005 Media Engagement Study in September. The research was conducted by Millward Brown and sponsored by NNN and the Newspaper Association of America.

The study was conducted in June 2005 via a Web-based interview of 3,013 adults aged 18+ who read three or more issues of the newspaper in the past seven days. For each of the study statements, respondents were asked to indicate which of the types of media that they most associate with a statement. The study evaluated newspapers, TV, radio, magazines, and Internet.

  • 60% of respondents listed newspapers as dealing with issues they care about
  • 46% of respondents listed newspapers as delivering the most comprehensive source of news
  • 42% of respondents listed newspapers as having the most credible advertising
  • 35% of respondents listed newspapers as helping them chose the products to buy
The study also found other media ranked higher than newspapers is several categories. Television ranked first in terms of "is my main source of entertainment." Internet ranked first in terms of "first place I look when I need information." Radio ranked first on a 1–10 scale as the medium which is most "friendly."

Jason E. Klein, President and CEO of Newspaper National Network LP said, "This Media Engagement Study demonstrates that newspapers are the engagement and empowerment medium. While Internet usage has grown, this new study shows that newspapers outperform other media on a variety of important engagement measures."

More detailed results from the study are available at and to NNN clients.

Paid Digital Edition

Publications may now report Paid Digital Editions on their Audit Report and Publisher's Statement.

A digital edition is defined as a publication delivered electronically and is consistent with the print version of the same publication. Delivery of the edition can be fulfilled by one of two distribution methods:
  1. electronic delivery to subscribers' email address, or
  2. email notification of the availability of the digital edition.
The digital edition must be available on the same date as the print edition.

Reporting Requirements
The following documentation is required to report paid digital editions to Verified:
  • A separate basic rate for paid digital edition subscriptions
  • Subscriber list including email address, name, mailing address, date paid, amount paid, and proof of payment
  • Publication must receive at least 25% of the basic digital edition rate
  • Digital edition must be available on the same date as print edition
  • Archived copies of the digital edition to confirm its similarity to the print edition (both editorial and advertising content)
  • An email log of digital delivery or other proof of delivery (i.e., invoices from contract distribution company)
Paid digital editions should be reported separately on the Quarterly Printing and Distribution report (QPD) on the line designated for digital editions.

Please send comments and story ideas to or contact us at:

Verified Audit Circulation
900 Larkspur Landing Circle, Suite 295
Larkspur, CA 94939-1758
Phone: (415) 461-6006
Fax: (415) 461-6007

2005 Verified Audit Circulation.