iewPoint | Volume 2 | Number 9 | September 2006
A forum for news about Verified and the business in which we thrive.

This Month's Features:
Verified Would Like to Welcome...
Goodbye Subscription Cards?
Mass Transit Users and Power Pedestrians: Plugged In and Primed
Events Calendar
Newspaper Tips & Techniques: QPD Footnotes


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Verified Would Like to Welcome...

elsalvador.com
Corporation AB, S.A. de CV
San Salvador, El Salvador, C.A.

elsalvador.com va más allá del contenido informativo de El Diario de Hoy. Contamos con modernas herramientas tecnológicas para la operatividad del sitio Web. Sin duda, el respaldo de El Diario de Hoy, los profesionales que producen contenidos especializados, el incentivo a la industria Internet en la región por más de 10 años y nuestro url www.elsalvador.com nos otorgan un liderazgo indiscutible.




Goodbye Subscription Cards?

The much-maligned subscription insert card has been booted from some magazines for September—Redbook, O at Home, Weekend, and House Beautiful.

Philips Electronics is paying Hearst $2 million to remove the hated cards from four of its magazines. Instead, the magazines will run a two-page Philips ad with the tag line, "Simplicity is not having subscription cards fall out of your magazine." This is a part of a promotion Philips is using to reinforce Philips's marketing promise to make life easier for people.

Subscription cards have always been a favorite of circulation managers. Cards have continued to be a reliable source for new subscriptions bringing in 12% of new business. Although the Internet has increased its effectiveness over the past few years, it still only represents 10% of new sales. Direct mail continues to be the most valuable source delivering an estimated 22% of new subscribers.

Washington, D.C. circulation consultant Dan Capell thinks the deal with Philips presents some risk. "If you are giving [subscription cards] up for that month, how are you going to replace it?"

John Hartig, senior vice president of consumer marketing and development at Hearst Magazines responded, "We are very confident that any sort of losses from that one month will be made up elsewhere, and that's part of our plans." Hearst intends to cross-promote the magazines with its various magazine Websites and other Web venues.

Hartig predicts that the Internet eventually "will begin outpacing inserts in total subscription new business volume." Not every publisher agrees with Hartig. "The Internet has become a good source of subscriptions but not as large a source as the hype a few years ago suggested," said Tom Masterson, senior vice president of consumer marketing for Hachette Filipacchi Media U.S.

Philips and its media buyer, Aegis Group's Carat, encountered quite a bit of resistance before they reached a deal with Hearst. Several other publishers declined before the deal with Hearst. Eric Plaskonos, Philips's director of brand communications for North America said, "I was beginning to think it would never happen."




Mass Transit Users and Power Pedestrians:
Plugged In and Primed

by Jack Loechner

Scarborough Research reports on an often overlooked consumer group that has unique targeting value for marketers. A recent study and analysis of Mass Transit Users and Power Pedestrians, people who do a significant amount of walking in towns and cities, says that they account for about 22 percent of consumers in the 75 local markets measured by Scarborough.

Not only does this market segment and have desirable demographics, says the report, but more opportunities to make purchases since they are also plugged-in and more likely to purchase portable electronic devices such as MP3 players, PDAs, and to use wireless Internet.

According to the Scarborough analysis, today's Mass Transit Users and Power Pedestrians own or plan to purchase a variety of portable technologies.
  • Subway riders are 93 percent more likely than the average consumer in subway cities to plan to purchase an MP3 player
  • Rail riders are 62 percent more likely than other consumers in Scarborough's rail markets to plan to purchase an MP3 player
  • Power Pedestrians are 44 percent more likely to plan to purchase an MP3 player
  • Subway riders are 48 percent more likely than the average consumer in cities with subway systems to own a PDA
  • Rail riders are 65 percent more likely than other consumers in Scarborough's rail markets to own a PDA
  • Power Pedestrians are 16 percent more likely to have a PDA
Carol Edwards, vice president of out-of-home media services, Arbitron, Inc, said, "Portable devices such as MP3 players and PDAs give the commuter the power to purchase in the palm of their hand. This, combined with the fact that these consumers are 'out and about' and perhaps close to retail outlets and other points of purchase, gives marketers a unique opportunity to entice a consumer group who may be physically closer to making a purchase."

Subway riders are 27 percent more likely than other consumers in subway markets to have spent $2,500 or more on Internet purchases during the past year.

Power Pedestrians are 26 percent more likely than all consumers to be in this spending group and to buy online in high-end retail categories such as jewelry, automotive, and travel.

Today's Mass Transit User is young, affluent, and ethnically diverse.

Subway riders are:
  • 39 percent more likely than all consumers in subway markets to be ages 18–34
  • 15 percent more likely to have an annual household income of $150K or more
  • 75 percent more likely to be African-American
  • 58 percent more likely to be Hispanic
Rail riders are
  • 26 percent more likely than all consumers in rail markets to be ages 18–34
  • 41 percent more likely to have an annual household income of $150K or more
  • 75 percent more likely to be African-American
  • 37 percent more likely to be Hispanic
Power Pedestrians are
  • 14 percent more likely than all consumers to be ages 18–34
  • 21 percent more likely to have an annual household income of $150K+
  • 22 percent more likely to be Hispanic
"Mass transit options vary from local market to local market, so it is important to understand how consumers use the transit available to them," said Ms. Edwards.

Several advertising categories stand out among Mass Transit Users and Power Pedestrians.

Subway riders are
  • 45 percent more likely than other consumers in subway markets to have taken three or more domestic air trips during the past year
  • 32 percent more likely to have eaten in a fast food restaurant six or more times during the past month
Rail riders are
  • 56 percent more likely than other consumers in rail markets to have made three or more domestic air trips during the past year
  • 17 percent more likely to have eaten at a fast food restaurant six or more times during the past month
  • 14 percent more likely to be from households that spend $150 or more on groceries weekly
For more about this report and Scarborough Research, visit Scarborough Research.

Center for Media Research. © 2006 MediaPost Communications.




Events Calendar

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–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

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

New England Newspaper Association-Newspaper Operations Association Conference
October 23–25, 2006
Chatham Bars Inn, Chatham, MA
www.nenews.org

Magazine Canada School for Advertising Sales
November 3–7, 2006
Pillar & Post Spa and Conference Center, Niagara-on-the-Lake, Canada
www.cmpa.ca

Stanford Publishing Courses: Publishing on the Web
November 12–16, 2006
Monterey Plaza Hotel, Monterey, CA
www.publishingcourses.stanford.edu

Society of National Association Publications 2006 Annual Publication Conference
November 15–16, 2006
Holiday Inn Chicago, Chicago, IL
www.snaponline.org

ILM:06 Interactive Local Media
November 29–December 1, 2006
Sheraton Philadelphia City Center, Philadelphia, PA
www.kelseygroup.com

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




Newspaper Tips & Techniques: QPD Footnotes

Publishers can use the footnotes feature in Verified's circulation-reporting Wizard software program to include information about changes in circulation or events that impact their circulation.

For example, if a publication has increased distribution for a street fair or convention, and would like this to appear on their audit report, the details can be reported in a Wizard footnote for that issue. Verified can then report this on the next Publisher's Statement or Audit Report, highlighting the increased circulation to illustrate the publication's reach and community involvement.

Footnotes can also be used to detail other events that impact a publication's circulation, such as natural disasters, press breakdowns, or nonpublishing days.

Footnotes are easily added when using the online Wizard. When entering data on the Quarterly Printing and Distribution (QPD) report, place the cursor on the issue date for which you would like to add a footnote. Click the "Footnote" button at the top of the screen. This will provide a blank text box that will allow you to type in your footnote.

Once completed, click "OK" and the footnote will be added to the QPD. You can review the footnote at the bottom of the screen and make any necessary changes. Please remember to click "Save" before exiting.

Footnotes appear at the bottom of the first page of the Audit Report and Publisher's Statement. A footnote is a useful way to provide advertisers with information that isn't directly reflected in the Audit Report.

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



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Verified Audit Circulation
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Larkspur, CA 94939-1758
Phone: (415) 461-6006
Fax: (415) 461-6007

© 2006 Verified Audit Circulation.