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El Planeta is a free-of-charge weekly newspaper in Spanish circulating over Greater Boston and throughout all of New England. El Planeta's mission is to be a reference point for the Latinos of New England in the deliverance of a high quality newspaper with concise, straightforward and professional presentation; while at the same time providing a vehicle to help advertisers accomplish their objectives in reaching the increasingly important market.
Farm & Ranch
Advertising in Tough Economic Times Good for Business
by Jennifer Armor
Businesses that continue to advertise, regardless of economic times, have a significant advantage over businesses that trim their ad budgets. Companies can achieve success by looking for opportunities that tough times inevitably bring. Historically, companies that take aggressive action during economic downturns do well.
A 2001 AAAA study, "Advertising in a Recession," found that companies with even a modest increase in marketing and advertising spending during a recession saw gains in market share.
Here are 5 reasons to advertise during an economic slump:
"noise" gets your message through
on core values
opportunity instead of a threat
During the 1920s, Kellogg's and Post cereal companies were fierce competitors for market share. During the Great Depression, the Kellogg's Company directors decided to cut advertising, premiums and other expenses to save money. When president W.K. Kellogg strongly objected, the board voted again and increased their advertising budget by $1 million. When the Depression ended, Kellogg's emerged as the leading player.
Advertising is a cumulative process. The moment it stops it begins to lose power. Cutting back during a downturn is like throwing away your investment. Maintenance now costs much less than rebuilding tomorrow.
In good times, you should advertise. In bad times, you must advertise.
Free is the New Black
by Jennifer Armor
Editor in Chief of Wired magazine and writer of the Wired article
Why $0.00 Is the Future of Business," said, "From the consumer's
perspective...there is a huge difference between cheap and free. Give a product
away and it can go viral. Charge a single cent for it and you're already in an
entirely different business."
Besides having the advantage of having a deep-pocketed backer, Ben Goldhirsh, Director of the Goldhirsh Foundation and founder of Reason Pictures, Good also has been able to attract advertising, averaging 32 pages per issue. High-profile advertisers include Whole Foods Market, Ralph Lauren, and Mini cars.
Today, consumers have lost the habit of paying for information. You can find information on almost every subject for free with the click of a mouse. Free daily newspapers, as well as alternative papers and niche publications, are available in almost every major metro market.
Free parenting magazines reach their readers in the places they frequent—preschools, pediatrician offices, family-friendly restaurants. They distribute their products in highly targeted areas and reach coveted thirtysomething moms effectively, moms who may or may not visit a Barnes & Noble magazine rack.
B2B publications have used the free model successfully for a long time. As long as a magazine can produce the target audience an advertiser wants, there is little hesitation on the advertiser's part on where to best to spend their ad dollars. Publications with just a few thousand subscribers can charge big bucks for space as long as they can prove they have the right kind of readers.
In an article for Editor & Publisher Stop the Press, Steve Outing, newspaper advisor and new media expert, admitted that he stopped getting the print edition of his local paper this month. He said one of the reasons was that everything that was in the paper, and more, was available online for free.
In a recent survey of 704 senior editors done for the World Editors Forum and Reuters, 56% believed news will be free in the future, up from 48% last year.
The free distribution
model could work for paid consumer newspapers and magazines, but maybe with a
page from the B2B playbook. Qualified, requested circulation may be a better lure
for advertising than paid circulation in the future. Advertisers want the right
readers—the ones who will most likely buy their goods and services—not
just a lot of readers.
Protecting the Value of Your Trademark
Verified recently received some very good news from the U.S. Patent and Trademark office in Washington.
On April 1, 2008, Verified Audit Circulation was granted registration status for the name VERIFIED in connection with "Auditing services, namely, auditing the circulation figures of newspapers, magazines and other publications; Market research in connection with auditing circulation figures of newspapers, magazines and other publications; Monitoring and auditing services, namely, monitoring, analyzing and auditing traffic to and from web sites; and Consumer and market research."
The significance of this for Verified is the recognition of consistent, ongoing use of our company's brand and that our logo is now protected by law from unauthorized use. For our clients, use of the Verified brand and logo has more value and meaning than ever, as is it licensed exclusively to clients in good standing, giving advertisers confidence in their buying decisions.
Any business with an established unique brand and/or logo should seriously consider applying for registration with the Patent and Trademark office. Protecting your logo and brand after registration is vitally important and relatively easy and inexpensive to do.
Applying for a trademark can be done without an attorney; however, legal assistance might be a good idea so you get it right with the first application. Forms can be downloaded from the Internet at www.uspto.gov/web/forms. After filing, you may hear from the USPTO requesting more information or clarification. It can take several months for a registration to go through, and your application may be denied in the initial filing. If your application is denied, the reasons will be stated. You should appeal the decision if you feel justified, providing further evidence to your claim and addressing specific reasons stated in the denial.
Protecting your logo and brand after registration is vitally important and relatively simple. You need to "give notice" that the mark is registered by applying a brief statement of the mark's registered status or use the more common circled "R." If you elect to give notice by the "R," you should make certain that there are no additional words placed between the mark and the symbol. This would apply to all appearances of the mark, including its use on labels and in advertising.
To maintain the registration of your mark, you must file an affidavit with the Patent and Trademark Office at some date after the fifth anniversary of the date of the initial registration, but before the sixth anniversary. The affidavit must show you are still using the mark as registered. After that, you renew the registration every ten years.
In addition to affidavits and renewals, to protect your trademark rights the mark must be policed in the marketplace. There are many ways to do this, including regular monitoring of trade publications and directories. When the mark is used by others, you should license its use, as Verified has done with publishing clients. The license should state the conditions of use and basic trademark use regulations.
At Verified, we are diligent about the use of our trademarks and occasionally find ourselves in the position of demanding that someone discontinue the use of our mark. These steps are an important part of trademark protection along with assuring it is used consistently and properly, both inside the company and in the marketplace.
Some of these steps may seem trivial, but they are well worth the trouble in protecting what can be an important asset to your business and a useful tool for your marketing and business development.
An email with the new registered Trademark will be sent to you shortly. If you don't receive it, please call your account coordinator at 415-461-6006. Please use the new logo exclusively in your publication, media kit and other promotional materials.
of Alternative Newsweeklies
American Business Media
4th Annual Tradeshow Summit
of America Family Owners' Conference
2008 Alliance of Area Business
IABC 2008 International
for Media Executives
Conference & Expo
Verified would like to invite you as our guest to receive a FREE admission to the Innovation Area during the conference or save $250 off a Main Conference & Workshop pass. Please contact Verified for more information.
Newspaper Publishers Association Convention
you have an event that you would like to announce, please send your information
Two-Thirds of Shoppers Plan More Coupon Use
In a recent ICOM survey of U.S. shoppers selected from a 40,000 household database, 67% said they are much more likely or somewhat more likely to use coupons during a recession.
The breakdown was 45% percent much more likely and 22% percent somewhat more likely. Over the past ten years, the average coupon redemption rate has declined to less than 1.0 percent from a level of 1.6 percent across all U.S. coupons distributed, says the report.
Broken down by age, 71% of consumers in the 18–34 year-old age bracket said they are much more likely or somewhat more likely to use coupons in a recession. That compares to 68% in the 35–54 year-old bracket, and 63% among those 55 years and above.
Income didn't make a significant difference to respondents, with 68% of those earning less than $50,000 a year saying they are much more likely or somewhat more likely to use coupons in a recession, compared to 67% for those earning more than $50,000.
58% of consumers responding to the ICOM survey see their coupon use increasing if they could download a coupon from the Internet and have it automatically connected to an electronically swiped frequent shopper card. Of that 58%, 35% said they are much more likely to use such a card and 23% said are somewhat more likely.
"Put in perspective, online coupons of all kinds represent less than 1% of the overall coupon market," said Peter Meyers, ICOM Marketing Vice-President. "Households of two adults and two children who use coupons wisely can save 25% on their grocery bill annually, without cutting purchases. That saves $2,400 a year based on a typical $800 a month grocery spend, which outstrips the $1,800 economic stimulus check this family has coming."
© 2008 MediaPost Communications
Promotion Survey Results
by Jennifer Armor
In a recent survey, we at Verified asked our clients how they promoted their audit. We'd like to thank everyone who took the time to participate in the survey. It provided valuable input and offered some useful ideas.
When asked what Verified could do to help promote your business, many of you gave us constructive suggestions:
You told us and we listened.
Verified wants to help maximize the value of your audit. Watch for new promotional materials, training and support shortly.
If you have questions or would custom, call Verified at 415-461-6006.
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