![]() |
||||||||||||||||||||
A forum for news about Verified and the business in which we thrive.
This Month's Features: |
![]() to e-newsletter ![]() to main page ![]() view the archive |
|||||||||||||||||||
![]() Verified Would Like to Welcome... Directorio en Español Fort Worth 2005–2006 Directorio en Español Orlando 2006–2007 Directorio en Español Houston South 2005–2006 VEGA Directorio en Español DC/Maryland 2005–2006 HYP Network, LLC Orlando, FL ![]() ![]() ISG Communications, Inc. Reseda, CA Irrigation & Green Industry is a national monthly trade publication serving the upper management of landscape contracting companies: business owners, presidents, partners, and managers. The editorial mission of the publication is to keep the readers informed, educated, and up-to-date on emerging industry technologies and trends. The focus is to help top-level management teams make better business decisions and increase their profits and market share. Irrigation & Green Industry covers all facets of the landscape contractor's responsibilities, including landscaping, irrigation, fertilization, hardscapes, landscape lighting, waterscapes, construction, maintenance, service, software, and business issues. ![]() Vineyard Gazette, Inc. Edgartown, MA Martha's Vineyard Magazine acquaints Vineyarders and visitors alike with the island that might otherwise go undiscovered and unnoticed, from sea and waterfront to wilderness and farmland, from home and garden to studio and gallery. In stories written with substance, clarity, insight and humorand with photography and paintings created by pre-eminent local artistsMartha's Vineyard Magazine illustrates in word and image why the Vineyard is different from everywhere else in the world. And it satisfies readers who are endlessly curious about how they can make the very most of the time they spend hereno matter what the time of year. ![]() Hubbard Publishing, LLC. Colorado Springs, CO Written by healthcare professionals, My Family Doctor provides positive, practical, mainstream medical information and advice to the general public. Its companion Website, www.myfamilydoctormag.com, includes past articles along with excerpts from current ones. ![]() National Paintball Supply Sewell, NJ Paintball 2Xtremes (PB2X) is one of the most sought-after, respected, and read publications in paintball. In just six short years, PB2X has become the magazine that sets the pace in the industry. With some of the most talented writers and photographers in paintball, each issue of PB2X is packed with hard-hitting articles and photography you won't find anywhere else. PB2X covers every aspect of paintball including the professional and amateur tournament circuits, scenario games, new products and gear, and industry happenings. ![]() Blogs: To Edit or Not to Edit? ![]() With newspapers of all sizes rushing to get on the blog bandwagon, there are some serious questions arising about the potential dangersespecially the legal liabilities. According to Robert A. Blackstone, partner in the law firm of Davis Wright Tremaine LLP, "There is a lag between newspaper publishers' rush to monetize blogs and at the same time making sure their ethics policies and internal editorial controls keep up with the rollout of new forms of technology and content." The case for editing blogs is strong. Chad Milton, one of the top media-liability authorities in the country says, "I don't want to tell editors how to do their job, but I think there's a balance between editing for liability and persevering the spontaneity of a blog. I think publishers are having a little bit of a hard time figuring our what is different about a blog, and how do you treat it differently." Milton goes on to say, "My advice to publishers and editors is that knowing there's liability for a blog on their Website, they probably should edit them." The Houston Chronicle, one of the most active players in the blog arena, follows Milton's advice. Scott Clark, vice president of houstonchronicle.com says, "All of the blogs we publish that are written by full-time, part-time employees, or freelancers, are edited as the paper is edited." But there's a sticky questionwho is responsible for the blog if the blog is edited by the newspaper, either before or after posting? Could a newspaper be held responsible for libel because the paper has posted a new, altered version? In 1996, Section 230 was passed as part of the Communication Decency Act and has been a valuable tool for online intermediaries. Section 230 says: "No provider or user of an interactive computer services shall be treated as the publisher or speaker of any information provided by another information content provider." In addition, "No cause of action may be brought and no liability may be imposed under any state or local law that is inconsistent with this section." The courts have used Section 230 to support "traditional" Internet service providers but have also treated many different companies as "interactive computer service providers." The Electronic Frontier Foundation (a staunch supporter of Section 230), however, gives this warning: "If you edit the statement, 'Fred is not a criminal' to remove the word 'not,' a court might rule that you have sufficiently contributed to the content to take it as your own. Likewise, if you link to an article but provide a defamatory comment with the link, you may not qualify for the immunity." The court has yet to clearly define the line between acceptable editing and when you become the "information content provider" and lose the protection of Section 230. According to some legal experts, any editing threatens that protection. Many newspapers are now following the "hands off" strategy by posting prominent rules about acceptable user behavior and acting as a monitor, not editor. They give users a way to notify the paper about errors, omissions, and potentially libelous third-party postings. They use special technology to protect against certain types of behavior, such as profanity or severe personal attacks. David Finger, the attorney who represented "John Doe1" in the case against defamatory postings on a blog in the Delaware State News, says, "I recommend a prominent disclaimer at the top of a newspaper's home page making clear that the site is an open forum for public expression on the issues of the day, and that the newspaper does not engage in oversight, editing, or approval of postings." He also suggests an added disclaimer, such as, "The views expressed do not necessarily reflect the views of the newspaper or its staff or advertisers." ![]() Some experts suggest that newspapers need to seriously review their existing policies and ethics guidelines. The Los Angeles Times and New York Times have already created separate policies on blogs. It is also important for newspapers to address liability issues that may apply to other technology-driven channels such as podcasts, RSS feeds, and wireless dispatches. ![]() Marketing Specifically to the Gay Consumer ![]() Three years ago, gay-specific content comprised just 9.9% of all ads. "Marketers used to approach the market by taking whatever mainstream advertising they had and running it in GLBT publications, but that's changed," said Howard Buford, founder and president of Prime Access. "The bar's been raised...the ad content is targeting the gay audience." As with other niche markets, this approach seems to pay off. "The more targeted the advertising, the greater response in terms of recall and eventual purchase patterns," added Buford. "You can no longer have your product with a little rainbow flag next to it and expect to reach the gay and lesbian audience," said Jeff Soukup, chief operating officer at San Francisco's PlanetOut, which owns Websites Gay.com and PlanetOut.com, as well as print publications, The Advocate and Out. Robert Witeck, CEO of Witeck-Combs Communications, a Washington marketing and public relations firm that specializes in gay and lesbian consumers, said many corporations have matured in their approach to the market, targeting different segments, rather than treating it as one indistinguishable group. "Not all gay people are the same," he said. "We're not homogeneous even though we have the word homosexual." Soukoup expressed the same message: "You need to be very targeted. When Jaguar advertises, they don't show a car. They show a gay or lesbian couple walking toward it hand in hand." ![]() "There has not been any evidence of success on the part of these conservative organizations to silence companies that are interested in the gay market," said Michael Wilke, founding executive director of the Commercial Closet Association, a nonprofit group that tracks images of gays and lesbians in advertising. "Companies today recognize that they can't afford to lose any customers." A quick snapshot of the gay and lesbian market:
![]() B2B Media and Trade Shows Most Important to Executives ![]() According to the study, B2B media are held in high regard among executives, with a strong majority who consider B2B magazines and Websites to be more informative and reliable than general media sources. The study, conducted between February and April 2006 with 588 completed interviews is said to be projectable to the entire B2B industry. A minimum of 40% of the sample was among senior executives who are Vice President level or higher at their company. Key findings include:
During all phases of the purchasing process, a synergy of different B2B media offers executives the guidance they want every step of the way. The most used resources throughout the research process, at each level, are: Start thinking about purchase:Different B2B media are perceived by executives as having different strengths.
Advertisements in different B2B media spur different types of action on the part of executives, according to the study:
© 2006 MediaPost Communications. "Research Brief" ![]() Events Calendar Suburban Newsp. of America 2006 Fall Publishers & Ad Directors Conf. September 12–15, 2006 The Adolphus, Dallas, TX www.suburban-news.org 140th Annual Missouri Press Association Convention & Trade Show September 14–16, 2006 Lodge of Four Seasons, Lake Ozark, MO www.mopress.com Independent Free Papers of America and Mid-Atlantic Community Papers Association Joint Fall Conference September 20–23, 2006 Hershey Hotel, Hershey, PA www.ifpa.com and www.macpa.net Online Media, Marketing & Advertising Conference and Expo-New York City September 25–27, 2006 NY Marriott Marquis, New York, NY www.mediapost.com Inter American Press Association 62nd General Assembly September 29–30, 2006 Mexico City, Mexico www.sipiapa.org ![]() September 29–October 3, 2006 Hotel Camino Real, Mexico City, Mexico www.sipiapa.com INMA North American Smart Newspapers Marketing Conference October 5–6, 2006 The Westin Peachtree, Atlanta, GA www.inma.org ![]() October 11–12, 2006 Southfield Civic Center Pavilion, Southfield, MI www.bigideaweb.com National Newspaper Association 120th Convention and Trade Show October 11–14, 2006 Renaissance Hotel, Oklahoma City, OK www.nna.org Arizona Newspaper Association Fall Convention October 12–14, 2006 Chaparral Suites, Scottsdale, AZ www.ananews.com Midwest Free Community Newspapers Fall Conference October 13–14, 2006 Crowne Plaza, Cedar Rapids, IA www.mypaper.com Southern Newspaper Publishers Association Annual Convention October 15–18, 2006 Ritz-Carlton, Naples, FL www.snpa.org American Magazine Conference 2006 October 22–24, 2006 Arizona Biltmore Resort and Spa, Phoenix, AZ www.magazine.org Folio: 2006 October 23–25, 2006 Hilton New York, New York, NY www.folioshow.com If you have an event that you would like to announce, please send your information to e-newsletter@verifiedaudit.com. ![]() Guide to Your Audit: Sponsored/Third-Party Sales Verified defines Sponsored/Third-Party Circulation as multiple (5 or more) copies or subscriptions purchased by a person, business, or organization other than the recipient. Sponsored/Third-Party Circulation can be either single copy or subscription. To qualify as Sponsored/Third-Party Circulation, copies must meet all the requirements of paid circulation. A minimum of 25% of the basic single copy price or the stated subscription rate must be received by the publication. Copies or subscriptions can't be purchased by a sponsor and then resold. For the audit, you should maintain detailed records of the sponsorshipincluding the date, name, address, total copies/subscriptions purchased, and proof of payment (deposit slip, check copy, credit card receipt, etc.). If subscriptions are purchased, you should also maintain complete subscriber recordsincluding name, address, sponsor payment amount, payment date and expiration date. If sponsorship is for single copies, please maintain a route list that indicates the location and number of copies distributed. Total Sponsored/Third-Party Circulation may not exceed 10% of the average paid weekly circulation for a publication. For example, if the average weekly circulation is 5,000, the average sponsored circulation can't be more than 500 copies. When a sponsor or third party purchases copies or subscriptions, the purchase should be separate from any other financial agreements between the sponsor and the publication. If sponsored copies or subscriptions are sold in conjunction with advertising, the contract should clearly state the costs directly associated with this sale from the costs of advertising. Sponsored/third-party sales can be a win-win situation. It can help build strong relationships with advertisers and increase your publication's circulation. Developing well thought-out partnerships can highlight the value of your publication and increase your reputation in the community. If you have any questions, 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 Phone: (415) 461-6006 Fax: (415) 461-6007 |
||||||||||||||||||||
© 2006 Verified Audit Circulation. |