iewPoint | Volume 3 | Number 4 | April 2007
A forum for news about Verified and the business in which we thrive.


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...

La Vibra La Vibra
La Voz Publishing Corporation
Houston, TX

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.

Colorado Meetings and Events MagazineIllinois Meetings and Events MagazineMichigan Meetings and Events MagazineMinnesota Meetings and Events MagazineNorthwest Meetings and Events Magazine




Colorado Meetings & Events Michigan Meetings & Events
Illinois Meetings & Events Minnesota Meetings & Events
  Northwest Meetings & Events

Tiger Oak PublicationsTiger Oak Publications
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 NewsBay Area Oncology News
Palo Alto Medical Publishing, Inc.
Los Gatos, CA

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
Covestic, an IT Services management consulting firm that develops software for strategic business initiatives. Earlier he was Executive Vice President of NSP, a technical contract enterprise software solutions company where he expanded the business to an $18 million company under his leadership.

"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.

"Alan brings more than 25 years of experience leading sales organizations, developing new products, and managing client relationships. He has developed services and programs for businesses with opportunities to sell their online products. He is the right choice to develop and expand our services for clients," said Verified's CEO Tim Prouty.

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

The Poynter Instutute released the results of its EyeTrack07 study for print and online news at the ASNE Convention, April 10–12, 2007.

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.

The participants answered more questions correctly after reading a story presented in an alternate manner in print or online with no traditional narrative. Subjects paid an average of 15% more attention to alternative story forms than to regular forms in print. In broadsheet, it rose to 30%.

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 for more information.

The Redesign for Honolulu Star-Bulletin Has a Website Feel

The Honolulu Star-Bulletin introduced a new format on March 12th, which could be titled: "Newspaper Meets the Website."

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?"

Events Calendar

Newspaper Association of America Annual Convention
May 6–9, 2007
Marriott Marquis, New York, NY

Managing the Newsroom Change from the Middle
May 7–9, 2007
American Press Institute, Reston, VA

Hispanic Magazine Summit 2007
May 11, 2007
CUNY Univeristy, New York, NY

MPA-IMAG Conference for Independent Publishers
May 16–18, 2007
Graves 601 Hotel, Minneapolis, MN

Texas Gulf Coast Press Association Convention
May 17–19, 2007
Hawthorn Suites, Galveston, TX

2007 Pennsylvania Press Conference
May 18–19, 2007
The Hilton Harrisburg and Towers, Harrisburg, PA

SCMA 2007 Conference
May 20–23, 2007
Daytona Beach Hilton at Ocean Walk Village, Daytona, FL

New England Association of Circulation Executives Spring Conference
May 20–23, 2007
Wequessett Inn, Chatham, MA

Kid & Tweens Power 2007
May 20–24, 2007
Disney Yacht & Beach Club, Lake Buena Vista, FL

API Newspapers Next Workshop
June 1, 2007
East Lansing, MI

South Dakota Newspaper Association 2007 Convention
June 1–2, 2007
Ramkota Inn, Pierre, SD

Circulation Management Conference & Expo
June 4–6, 2007
New York Hilton, New York, NY

API Advertising Leadership
June 4–8, 2007
Sheraton Westin, Reston, VA

2007 Investigative Reporters and Editors Conference
June 7–10, 2006
Arizona Biltmore Resort & Spa, Phoenix, AZ

Society of National Association Publications Conference 2007
June 13–14, 2007
Capital Hilton, Washington, DC

121st Georgia Press Association Annual Convention
June 13–16, 2007
Westin Savannah Harbor Golf Resort & Spa, Savannah, GA

If you have an event that you would like to announce, please send your information to

Traditional Media Prompts Online Searches

According to a recent study by BIGresearch conducted for the Retail Advertising and Marketing Association (RAMA), nearly half of the consumers interviewed said that traditional media ads determined where to shop online.

Those interviewed were most motivated to begin an online search after viewing:

  • Advertisements in magazines (47.2%)
  • Newspapers (42.3%)
  • Ads on TV (42.8%)
  • From reading articles (43.7%)

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:

  • Electronics (50.8%)
  • Apparel (31.9%)
  • Appliances (27.0%)

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

According to The Kelsey Group's Global Directories Forecast 2007, advertising revenues from print Yellow Pages, Internet Yellow Pages and Local Search will grow from $30.6 billion in 2006 to $38.9 billion globally in 2011, representing a 4.9 percent compound annual growth rate.

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:
  • The global print and online directory market is expected to grow from $30.6 billion in 2006 to $38.9 billion in 2011.
  • Global print revenues will be $26.5 billion in 2006 compared with $27.8 billion in 2011.
  • Global online revenues will grow to $11.1 billion in 2011.
U.S. summary:
  • Internet Yellow Pages with traditional sales channels will grow at 30.7% (compound) through 2011.
  • Internet Yellow Page revenues will grow from $624 million in 2006 to $2.3 billion in 2011.
  • Local search revenues will increase from $922 million in 2006 to $2.6 billion in 2011.

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 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.