Verified Would Like to Welcome...
International is a free weekly
newspaper based in Nogales, Arizona,
which is located on the U.S.-Mexico
border. Features include arts, entertainment,
restaurant reviews, horoscope, classifieds,
and more. Nogales International
is available for free at street boxes,
racks, and in businesses throughout
the local area.
Founded in 2001 by entrepreneur Marc Lotenberg, 944 Magazine is a lifestyle, fashion, and entertainment publication appealing to a savvy community of trendsetters and tastemakers in the country's leading entertainment destinations of Los Angeles, San Francisco, Miami, Las Vegas, Phoenix, San Diego, and Orange County.
Use ESRI Data in Your Audit Report to Sell Advertising
In addition to the number of copies you circulate, advertisers want to know about the people reading your publication. Verified's Audit Reports and Publisher's Statements provide demographic data for home-delivered publications that advertisers need to know to learn more about your readers.
Verified's demographic data is provided by ESRI Business Information Systems (www.esri.com), a company that specializes in the collection, analysis and communication of geographic information. ESRI provides the most accurate current-year and five-year projection updates for U.S. demographics in the industry. ESRI annual updates include information about population, households, housing, occupancy, income, age, race, and Hispanic origin.
Using the ZIP code information reported to Verified, ESRI information is applied to provide demographic data about your readers.
Don't forget to use the ESRI demographic data in your audit report to provide more details about your readers to help you sell advertising. The information is available, but you have to present it to advertisers in a meaningful way. There is a wealth of information provided—be sure to get the most value out of your audit report.
Verified Announces the 2009 Circle of Excellence Winners
Verified would like to congratulate the winners of the 2009 Circle of Excellence award. The Circle is awarded to only those publications that have, upon rigorous independent review, been able to certify, document, and demonstrate that they consistently meet the highest standards of audit excellence.
Congratulations to the winners and keep up the good work!
Click here to go to the Circle of Excellence page on Verified's website.
Understanding Web Metric Terms
If you're confused about web metric jargon, you aren't alone. But just what do all terms exactly mean and what should you do with them? It can be pretty confusing.
Here's a quick primer on web terms to help you understand web metrics and what they are really saying about your website.
Busy: The Volume Metric = Page Impressions
Many: The Audience Reach Metric =
Often: The Frequency Metric = Frequency
See: The Opportunity to See Metric
= Ad Impressions
Do: The Response Metric = Ad Clicks
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Association of America mediaXchange
FOLIO: Growth Summit
Business Conference & Expo
2009 Business Writing Conference
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OPA: Premium Content Sites Worth Extra Bucks
A new report to be released today by the Online Publishing Association found that ad effectiveness scores on premium content sites were numerically higher than on the web in general. Those conclusions were drawn after analyzing independent Dynamic Logic MarketNorms data.
"The results show that ads on what the OPA considers to be higher-quality ad environments are more effective with consumers," said Pam Horan, president of the Online Publishing Association. "Quality was a key point of differentiation."
The strong showing for these sites swept across nearly all measurements and outscored industry norms for the Internet in 47 out of 47 advertising metrics.
The new report, "Improving Ad Performance Online," is the second in a series of OPA reports leveraging Dynamic Logic's MarketNorms database.
Both reports look at ad effectiveness scores for high-quality, original-content sites, compared with those for overall MarketNorms, portals, and ad networks.
Since the first report in July, aided brand awareness scores on OPA member sites have increased 38%, while scores on ad networks have declined 19%.
Similarly, brand favorability scores for OPA member sites have risen 27%, while ad networks, portals, and MarketNorms have dropped 29%, 17%, and 6%, respectively.
The new data also shows that younger audiences (18- to 34-year-olds) are about twice as likely to form favorable opinions about advertised brands on OPA member sites than on portals and MarketNorms.
"We found the data regarding younger audiences particularly interesting because of their social networking activity," Horan added.
And the same trend holds true for affluent audiences, where OPA member sites are estimated to be 94% more effective at impacting brand favorability than MarketNorms and 118% more effective at impacting brand awareness.
© 2008 MediaPost Communications
Tips & Techniques: Third-Party Sales
Third-party sales is defined as copies sold at wholesale to a third party without provision for returns. The third party is solely responsible for the final distribution and the end recipient. The publisher must receive at least $0.01 per copy to have this circulation be considered qualified paid circulation.
The third-party purchase of the publication must be separate from any other financial agreement between the third party and the publication. If the publication is sold in conjunction with advertising, the agreement must clearly specify the costs associated with the purchase of the publication vs. the costs associated with advertising.
For the audit, you will need to maintain the name, address, and number of copies sold. You will also need to provide proof of payment such as a deposit slip or copy of a check.
When determining if copies should be reported as dealer or third party, the deciding factor is whether returns are allowed. If returns are allowed, the copies can be reported as dealer. Otherwise, the copies should be reported as third party.
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