|iewPoint | Volume 2 | Number 12 | December 2006|
A forum for news about Verified and the business in which we thrive.
This Month's Features:
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La Prensa Grafica
La Libertad, El Salvador C.A.
El Grafico reports on the latest in national and international sporting news.
Motor is a magazine whose focus is on cars and driving. Features include new car reviews, racing news, the latest in automobile technology and accessories.
Ella is a fashion and style magazine for Salvadorean women. Features include fashion, shopping, celebrity news, diet, and health.
Blur is a lifestyle magazine that features the best in culture, home & design, travel, fine dining, events, arts and entertainment.
GUIA Directorio en Español
CHICAGO METRO 2006-2007
HYP Network, LLC
Hispanic Yellow Pages Network's goal is to publish the best Spanish-language yellow pages directories in the U.S. providing valuable information to users and an effective vehicle for local business to reach the Hispanic consumer. HYP Network celebrates and supports the rich heritage of the Hispanic community in the Chicago metro area.
Northwest Home + Garden
Tiger Oak Publications
Northwest Home + Garden is a bimonthly regional shelter magazine designed to help readers live better lives in their homes by getting the most out of their living spaces, gardens and personal sanctuaries by focusing on interior design, architecture, furniture and remodels.
Verified's New Turnkey Reader Survey
Verified and the Alternative Weekly Network (AWN) have collaborated to create a practical way to gather valuable reader shopping habits and demographic information.
This turnkey survey meets the Distilled Spirit Council's (DiSCUS) guidelines for measurement of legal purchasing age. In addition, survey topics include major purchases, leisure activities, age, income, education, home ownership, and more. Please click here to view the entire survey.
The survey was created to be simple and affordable. Verified designed the questionnaire and provides complete technical support.
Surveys can be conducted in print, online or both. A mail or online survey can be done for $1,500. For both a mail and online survey combined, the price is $2,600.
Publications provide their own prizes for the drawing and should promote participation in their publication and/or online.
"The goal for this project was to develop and market an affordable, turn-key survey providing demographic data to comply with the DiSCUS Code plus leverage the survey to gather additional readership data for joint use by publishers and AWN," said Jim Desser, Verified's president.
To learn more, contact Vanessa Espinoza at (415) 461-6006, ext. 204 or John Lowman at (415) 461-6006, ext. 213.
Newspapers Are Primary Shopping Medium for Most Americans
According to research by MORI Research for the Newspaper Association of America, almost two-thirds of American adults actively check advertising at least weekly for things they might want to buy, but they are selective about when and where they check advertising.
(A Note on Terms: The terms "inserts," "free-standing inserts," "FSIs," and "preprints" are used more or less interchangeably in the industry. In this report "inserts" and "preprints" refer to newspaper formats of this advertising.)
Sunday is by far the most likely day for about one half of shoppers to consult advertising, while Saturday is a distant second, noted by one-fifth of consumers. The only other days in double figures are Wednesday and Friday, at 13 percent each.
Despite readership declines, newspapers are, by a substantial margin, the leading destination for people interested in checking advertising and shopping information. This pattern is consistent across several indicators, including:
13th Annual Marketing to US Hispanics and Latin America
January 21–23, 2007
Miami Beach Resort and Spa, Miami Beach, FL
Kentucky Press Association Winter Convention
January 25–26, 2007
Hyatt Regency, Louisville, KY
Mississippi Press Association Mid-Winter Conference
January 25–27, 2007
Hilton Hotel, Jackson, MS
Association of Alternative Newsweeklies West
January 26–27, 2007
Miyako Hotel, San Francisco, CA
Newspaper Association of America Marketing Conference 2007
January 28–31, 2007
Mandalay Bay Resort and Casino, Las Vegas, NV
California Newspaper Publishers Association
11th Annual Governmental Affairs Day and CNPA Quarterly Board Meeting
January 31–February 1, 2007
Grand Sheraton, Sacramento, CA
Iowa Newspaper Association Convention & Trade Show
February 1–2, 2007
Des Moines Marriott, Des Moines, IA
Tennessee Press Association Press Institute and Winter Convention
February 7–9, 2007
Sheraton Nashville Downtown Hotel, Nashville, TN
New England Press Association Convention and Trade Show
February 9–10, 2007
Boston Park Plaza Hotel, Boston, MA
ABM Thought Leadership Breakfast Series – One Team.
One Goal…Success: Sales, Editor, Operations & Audience Development Together
February 14, 2007
Scholastic International, New York, NY
Association of Alternative Newsweeklies East
February 16–17, 2007
Hotel Washington, Washington, DC
Alabama Press Association 136th Winter Convention
February 22–24, 2007
Wynfrey Hotel, Birmingham, AL
Magazine Publishers of America
Magazines 24/7: Connecting with the Consumer
February 27, 2007
City University of New York Graduate Center, New York, NY
If you have an event that you would like to announce, please send your information to email@example.com.
Return Rate Study of Publications with Target Circulation
The goal of most publications is simple: circulate the greatest number of copies to maximize their print investment, control distribution costs and grow net circulation. An indispensable way to achieve this objective is to carefully manage returns.
With over 50 years of experience in auditing circulation, Verified is often asked by publishers, "How am I doing?" The aim of the study is to help publications understand and manage their returns effectively. This study is relevant to the entire staff—publishers, editors, designers and circulation—as all play an integral role in the successful circulation of a publication.
Publication business models vary. Some publications precisely control returns and aim for 100 percent pick-up. Other publications never want to have an empty rack. Because of this, return tolerances vary widely, too. The study found return rates as low as 1.5 percent and as high as 29 percent.
Although this study does not intend to determine what is best for your publication, it does give you starting point to evaluate your returns.
The study group included all publications audited by Verified and who reported Target distribution for all four quarters of 2005 (January 1–December 31, 2005). Publications were required to be active and clients in good standing with Verified during that period. The study included both publications whose primary method of distribution is Target as well as publications whose circulation contains only a small percentage of Target distribution.
The study group was divided into four sub-groups based on the average total printed.
If, over the one-year period, the total printed changed sufficiently to produce a change of group classification, the publication was rounded to the closest group category or the group that most closely matched the circulation trend of the publication.
Overall, the average return rate of all publications of all sizes was 8.66 percent.
The return rate by total printed:
Verified also audits publications that are printed in languages other than English.
The return rate by language:
Geographic location was also a factor in return rates.
The return rate by state:
Clearly, one size does not fit all. Return rates vary broadly and are based on multiple factors, some of which you can't control, such as the competition in your market, and some you can control, such as the location of racks, consistency of delivery, professionalism of your staff, etc. Because Verified's Audit Reports are based on net distribution, it is vital to know and understand the return rate of your publication.
How are you doing?
Please send comments and story ideas to firstname.lastname@example.org 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.|