|
|||||||||||
This Month's Features: Verified Would Like to Welcome... Verified Appoints New VP of Marketing and Sales Poynter Institute EyeTrack07 Project The Redesign for Honolulu Star-Bulletin Has a Website Feel Events Calendar Traditional Media Prompts Online Searches Global Ad Growth Rate on Internet Yellow Pages Outpacing Print Four to One Guide to Your Audit: Subscript./Single-Copy Sales and Distrib. of Other Pubs. |
|||||||||||
![]() Verified Would Like to Welcome...
Published Fridays, La
Vibra is a weekly Spanish-language publication, bringing national entertainment
news (movies, music, etc.) and coverage of local events to Houston, including
calendars, events, music and club reviews. It targets Spanish-speaking readers,
ages 18–35, with combined distribution in home delivery and racks in predominately
Hispanic neighborhoods, including selected entertainment-themed establishments.
![]() Minneapolis, MN Meetings & Events magazine is a comprehensive semi-annual publication aiding those who plan or attend meetings or events in their respective markets. Content is geared for not only the meetings and events professional, but for others who plan outings, excursions or events for companies or organizations on a less frequent basis.
Bay Area Oncology News serves the needs of oncologists and other cancer care professionals in Northern California with news, analysis, opinion, continuing medical education and other features that chronicle important issues and events that concern the cancer care community. Bay Area Oncology News supplies medical oncologists, radiation oncologists, surgeons, hematologists, other medical specialists, nurses, pharmaceutical and biotech company personnel, palliative care specialists and other professionals with the only regional newspaper dedicated exclusively to cancer news. ![]() Verified Appoints New VP of Marketing and Sales Verified Audit Circulation has appointed Alan Levy as Vice President of Marketing and Sales. Prior to joining Verified,
Levy was Business Development Manager for "I am very excited
about joining Verified and utilizing my technology background to take our company
and services to the next level. Verified has a user-friendly approach that simplifies
processes and increases efficiencies for their advertising, marketing, and publishing
clients. The advertising and publishing industries are experiencing dynamic change
and we want to be the company of choice to help them meet these challenges. We
will be announcing several new products and services in response to these opportunities,"
said Levy. If you have questions or
would like to ask Alan about the many valuable services Verified provides, please
call him at 415.461.6006, ext. 213. ![]() Poynter Institute EyeTrack07 Project ![]() Nearly 600 regular readers in four U.S. markets participated in the test: the Rocky Mountain News in Denver (print), the Philadelphia Daily News (print), the St. Petersburg Times (print and online) in Florida, and the Star Tribune of Minneapolis (print and online). Test subjects were asked to read that day's edition in either print or online. The tests were conducted late last year. The key findings of EyeTrack07 were: People read a lot of story text in both print and online. A larger percentage of story text was read online than in print. On average, online readers read 77% of what they chose to read, broadsheet readers read an average of 62% and tabloid readers read an average of 57%. Nearly two-thirds of online readers read all of the text once they chose a story to read. Story text in tabloid jumps was read more than in broadsheet. Sixty-eight percent of jump text was read by tabloid readers, while 59% of the jump text was read by broadsheet readers. People read two ways: methodically or scanning. About 75% of the print readers were methodical readers and about half of the online readers were scanners. Online readers, whether methodical or scanners, read the same amount of text. In print, methodical readers read a higher percentage of text than scanners. Alternate story forms—like Q&As, timelines, short sidebars
and lists—help readers understand. Bigger headlines and photos attract print readers. Directional elements draw online readers. Larger headlines and photos were looked at first and got more attention than smaller ones in print. Online, readers paid more attention to navigation bars and teasers. Photos get a lot of attention in print. Documentary photos got more attention than staged or studio photos. Color photos received more attention than black and white in broadsheets. Mugshots got little interest. The full finding of The EyeTrack07 report itself will be released in June.
Go to eyetrack.poynter.org
for more information. ![]() The Redesign for Honolulu Star-Bulletin Has a Website Feel
The redesign ushers in a new era of print design in which web production influences the print format. Although this has been discussed in industry circles for a long time, this is the first time it has been applied to a major newspaper. One of the main innovations is that stories no longer jump from one page to another because they are formatted to be read in one shot. The Star-Bulletin has a front page and some section fronts with more than a dozen or so very short stories. There is no longer one big color photo on the front page, only smaller photos and images and a lot more of them. This echoes website design. "You can look at our [front pages and section fronts] and read a summary of the story, and if you want to read more, the full 15-inch or 18-inch story is on the inside pages," said Star-Bulletin Editor Frank Bridgewater. He calls them "clickable" pages. The Star-Bulletin redesign began from an increasingly popular idea in the U.S. newspaper industry—eliminate the unpopular jumps. Bridgewater wants readers who only read the front pages to come away feeling they know the day's news. "If they were to get in a discussion at the workplace or a bar, they would be able to know what everyone's talking about," he says. "We know the overwhelming numbers of readers don't like jumps, but for some reason the newspaper industry has continued to force jumps on people," Bridgewater said. "The older readers accept it a little bit, or I should say, I think they tolerate it. But the younger the reader, the more they hate jumps." Bridgewater was inspired to do the redesign after attending the Associated Press Managing Editors conference last fall. During the conference, members displayed their front pages from the same date. "There must have been 80 or 90 papers," he recalls. "And the more I looked, the more they looked the same. It all looked pretty sad. I just kind of started thinking to myself, why aren't people in the industry trying to be different from each other?" Managing the Newsroom Change
from the Middle Hispanic Magazine Summit
2007 MPA-IMAG Conference for
Independent Publishers Texas Gulf Coast Press Association
Convention 2007 Pennsylvania Press
Conference SCMA 2007 Conference New England Association
of Circulation Executives Spring Conference Kid & Tweens Power 2007 API Newspapers Next Workshop South Dakota Newspaper Association
2007 Convention Circulation Management Conference
& Expo API Advertising Leadership 2007 Investigative Reporters
and Editors Conference Society of National Association
Publications Conference 2007 121st Georgia Press Association
Annual Convention
![]() Traditional Media Prompts Online Searches
Those interviewed were most motivated to begin an online search after viewing:
Women were more likely than men to be motivated (to begin an online search) by coupons (41.8% vs. 29.0%), and in-store promotions (29.0% vs. 24.5%). Men were more driven to start an online search based on a face-to-face conversation (36.1% vs. 29.5%). The survey findings seem to reinforce marketing agency evidence that indicates online and offline marketing programs work better than online-only or offline-only campaigns. "While search engine marketing continues to be a popular strategy, retailers should not lose sight of traditional advertising channels to promote products and services," said Mike Gatti, Executive Director of RAMA. Shoppers continue to use the web as a resource before determining which items to buy and where. According to the survey, 92.5% of adults said they regularly or occasionally research products online before buying them in a store. Products that are most often researched online before being purchased in a store include:
The study surveyed more than 15,000 consumers in November and December 2006. Blockbuster is one of the many companies that found mentioning a website in other media helps draw traffic to that site. ![]() Global Ad Growth Rate on Internet Yellow Pages Outpacing Print Four to One
The forecast expects the print Yellow Pages segment of the global directories marketplace to grow from $26.5 billion in 2006 to $27.8 billion in 2011. Charles Laughlin, Senior Vice President and Program Director for the The Kelsey Report, said "Bucking the trend of some other traditional media, the global print Yellow Pages market will grow slightly through 2011, driven by aggressive and innovative publishers." The online segment is expected to grow from $4.1 billion in 2006 to $11.1 billion globally in 2011, a 22.3% compound annual growth rate. "Our outlook for Internet Yellow Pages and local search is supported by our annual research of small and medium-sized business advertisers," said Neal Polachek, Senior Vice President, The Kelsey Group. "While [small and medium-sized businesses] continue to utilize traditional media, they are increasingly turning to targeted, vertical electronic media." Global summary:
© 2007 MediaPost Communications ![]() Guide to Your Audit: Subscription/Single-Copy Sales Involving Distribution of Other Publications When a publication acts as a host to another publication by making or permitting distribution of the other publication to part or all of its subscribers or single-copy purchasers, it is considered combined distribution. For example, a TMC product, such as a shopper or lifestyle magazine, may be included in the distribution of a paid newspaper. The host publication will qualify as paid circulation if it meets all of the requirements of paid circulation. However, to qualify both publications as paid circulation, each publication must have a separate basic rate or cover price. In addition, a subscriber or purchaser must have the option of subscribing to or purchasing one publication without the other. For paid carrier and mail subscriptions, the total amount paid by the subscriber must be at least 25% of the aggregate basic subscription price of the publications included in the combination. For single-copy sales, at least 25% of the basic cover price for each publication must be collected. A newspaper with less than daily and Sunday frequency may distribute copies of another newspaper on those days when it is not published by establishing a basic price for such service, and provided this is the only service option available. If a publication does not meet the requirements of paid circulation, it may be reported as qualified free carrier, free mail, or target circulation. If a publication is distributed in combination with a host publication not audited by Verified, Verified will recognize as proof of distribution the circulation report of another accredited auditing firm. For the audit, please maintain records establishing the relationship between the host publication and the inserted publication such as invoices and proof of payment to the host publication for insertion. If you have any questions regarding combined distribution, 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 |
|||||||||||
© 2007 Verified Audit Circulation. |