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July 2010

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This Month's Features:

Verified Would Like to Welcome...
ANA: Events, Sponsorship Metrics Are Inadequate
Events Calendar
Google Checkout Could Power Media And Newspaper Pay Walls
Tips & Techniques: Non-Qualified Digital Editions
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Verified Would Like to Welcome...

La Prensa de Houston

La Prensa de Houston

La Prensa de Houston
Houston, TX
La Prensa de Houston is a free publication issued weekly on Thursdays. It is available for reader pick-up at racks and other convenient locations in and around Houton.

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ANA: Events, Sponsorship Metrics Are Inadequate 

ANA: Events, Sponsorship Metrics Are Inadequate Many marketers lack the capabilities or budgets to track performance of events and sponsorship activities adequately, according to a new survey conducted by the Association of National Advertisers (ANA) and sponsorship research, consultancy, and training services supplier, IEG.

The online survey was conducted in May among a sample of 102 client-side marketers in companies that are actively involved in sponsorship and/or event marketing activities and actively measure the performance of these at least some of the time.

Nearly 8 in 10 respondents said that the need for validated sponsorship/events marketing results has increased in the past two years because of the need to justify expenditures to senior personnel.

Yet 65% are not taking all of the steps needed to measure results adequately. Specifically, only 35% "always or almost always" measure returns on these activities — although nearly half of companies with annual revenues of $5 billion or more do so, compared to just 25% of those with revenues under $5 billion.

Fully 59% do not have a dedicated sponsorship/event marketing measurement budget, and 53% do not have a standardized process for measuring sponsorship initiatives.

Among marketers that do have a standardized process, 14% are completely or very satisfied with their abilities to measure sponsorship/event marketing ROI, and 18% are completely or very satisfied with their abilities to measure those programs' ROO (return on objective).

"This survey should serve as a wake-up call to marketers, urging them to define ROI/ROO metrics for success and hold themselves accountable, as upper management is sure to do," observed ANA President and CEO, Bob Liodice.

The survey found no universal tool for measuring effectiveness of sponsorship initiatives.

The metrics most widely used by respondents include sales activity (61%), TV logo exposure (55%), lower customer acquisition cost (49%) and lead generation (48%).

In comparison, the metrics most widely valued by respondents are sales activity (93%), attitudes toward brand (81%), lead generation (78%) and response to sponsorship/event-related promotions and ads (76%). Despite being the second-most-used metric, TV logo exposure ranks among the lowest in terms of value (52%).

Other findings:

  • On average, roughly 2% of sponsorship expenditure is budgeted for measurement.
  • 62% believe it's extremely or very important for the property sponsor or event organizer to provide measurement information.
  • The information that respondents most often seek from partners include audience demographics (85%), audience research on sponsor recognition/recall (72%) and audience research on attitudes toward sponsors (70%).
  • 34% report that they outsource the measurement of their sponsorship initiatives. Outsourcing measurement is more prevalent among B-to-C companies (41%) than B-to-B companies (28%).

© MediaPost Communications 2010

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Events Calendar

Event CalendarAssociation for Education in
Journalism and Mass Communication
August 4 – 8, 2010
Denver, CO

Inland Press New Business Development Conference 2010
August 5 – 6, 2010
Chicago, IL

min Editorial & Design Awards
Deadline August 13, 2010

NAA Single Copy Summer Series:
Meeting the Needs of Your Partner in
Today's Retail Environment – The Grocery Category
August 19, 2010

National Federation of Press Women Conference
"Face 2 Face in Illinois"
August 26 – 28, 2010
Chicago, IL

Social Media Insider Summit
August 29 – September 1, 2010
Lake Tahoe, NV

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

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Google Checkout Could Power Media And Newspaper Pay Walls

NewspassGoogle is getting closer to launching a full-scale pay wall system for publishers. A spokesperson for the company on Sunday acknowledged ongoing discussions with news organizations that could include helping with "technology to power any subscription services they may be thinking of building."

Google Checkout could become the perfect tool for publishers looking to add a pay wall for content. It provides a one-click tool to complete the process to pay for content on PC, mobile and tablet devices. And with falling revenue and diminished resources, publishers need to find a way to revive the newspaper industry.

According to the Italian online publication La, Google has contacted publishers to test the platform, which has been dubbed Newspass. It's an effort for Google to become partners with publishers, especially in Italy where action by antitrust authorities has flared.

"Our aim, as with all Google products, is to reach as broad a global audience as possible," said a spokesperson for Google.

Although Google has nothing specific to report at this time, reports from 2009 describe an ecommerce plan in early stages of production that could prove relevant for news and media companies that want to charge for content.

© MediaPost Communications 2010

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Tips & Techniques: Non-Qualified Digital Editions

A Non-qualified Digital Edition is defined as a subscription that has not been individually or company requested or served as a benefit of membership and meets the qualifications stated in the Field Served and the Recipient Classification of the publication. If the publisher is unable to provide proof of conformance to these guidelines, the copies may not be claimed as non-qualified digital editions.

For the audit, publications are required to provide source of non-qualified digital edition subscribers, proof of distribution (SMTP files, summary reports, etc.) and qualification data.

Digital editions which meet the qualifications of non-qualified digital edition will be reported in the explanatory section on the Audit Report and Publisher's Statement.


Non-qualified Digital Editions

An average of 1,325 non-qualified digital editions are served to individuals who meet the qualification of Field Served and Recipient Classification.

Non-qualified digital editions served to advertisers or agencies and non-qualified paid digital editions (excluding sponsored) may be reported in the average monthly circulation table on the audit report. All other non-requested digital editions may not be reported.

If you have questions regarding non-qualified digital editions, please contact Verified at 415-461-6006.

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