Verified Audit CirculationViewPoint
August 2010

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This Month's Features:

Verified Would Like to Welcome...
Verified Partners with M|Buy
Technology And Secular Shifts in Spending Support Communication Industry Growth
Events Calendar
Magazine Newsstand Sales Head South
Verified Issues Guide for Target (Bulk) Distribution

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Verified Would Like to Welcome...

Orale Qué Chisme

Orale Qué Chisme
Orale Qué Chisme
Fresno, CA
Orale Qué Chisme publishes every month for the Latino community living in Central California, San Joaquin Valley and the surrounding areas. For more than nine years, Orale has been distributing to Latino businesses throughout the Valley with information about international celebrities, sports, fashion, food and local events.

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Verified Partners with M|Buy 

M|BuyVerified has approved Mediabank, an advertising software company, to help showcase your publications' audited data to national advertisers. Their current software platform, M|Buy DSP (Demand Side Platform), is in use by 150+ of the largest ad agencies in the country, and they will be featuring Verified audited publications as a purchase option to their clients. The listing is 100% free.

Logan Haug, Publication Relations, will be reaching out to you over the next few days via email for the project tentatively titled "PubHub." His email will contain more specifics about what the project entails, and he will also be sending a link to a questionnaire that must be filled out in order for your publication to be listed.

MediabankVerified strongly encourages each of you to take the time to complete the questionnaire for your publication and begin to generate revenue from national advertisers through M|Buy.

If you have any questions about M|Buy, please feel free to contact Logan directly at or 312-784-2330.

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Technology And Secular Shifts in Spending Support Communication Industry Growth

Veronis Suhler Stevenson Communications Industry Forecast 2004–2014According to the Veronis Suhler Stevenson Communications Industry Forecast 2004–2014, spending in the communications industry is on pace to increase 3.5% in 2010 and post a compound annual growth rate (CAGR) of 6.1% in the 2009–2014 period to $1.416 trillion, driven by a gradual economic recovery, advances in digital technology, and secular trends impacting the entire industry landscape.

John Suhler, Co-Founder, President and General Partner of VSS, says "The communications industry will only slightly outperform nominal GDP over the next five years, with advertising and marketing investments expected to be more muted due to the shift away from traditional media outlets to more targeted media."

NewspassVSS predicts that communications industry spending will exceed nominal gross domestic product (GDP) CAGR growth of 5.8%, and retain its position as the fourth-largest industry in 2014, although slipping to ninth place in terms of growth during the forecast period due to continued weakness in traditional advertising and marketing services.

The shift of spending and consumption is reflected by growth in CAGR in the key industry sectors, during the 2009–2014 period, such as:

  • Business & Professional Information & Services: 8.2%
  • Targeted Media: 7.3%
  • Entertainment & Leisure Media: 6.3%

The Pure-Play Consumer Internet & Mobile Services segment is expected to grow at a CAGR of 14.6% from 2009 to 2014.

Unmet societal needs and digital technology are the key drivers, says the report, pushing the communications industry into a restructure mode that will see secular shifts in all industry sectors and revenue streams from traditional to digital platforms.

Overall, media usage will remain relatively flat during the 2010–2014 forecast period as consumer and business end-users continue to migrate to digital platforms that have more searchable and often shorter and more focused content when compared with traditional media. Growth will primarily occur in the Business & Professional Information & Services sector, which will post an 8.2% CAGR between 2009 and 2014, reaching $249.00 billion.

The Targeted Media sector will be the second-fastest growing industry sector and experience a 7.3% CAGR increase in the forecast period to reach $265.58 billion, according to the report. Growth will be spurred by the Pure-Play Consumer Internet & Mobile Services segment:

  • Branded Entertainment, poised to increase CAGR by 9.2% to $38.16 billion
  • Outsourced Custom Publishing, where advertisers are seeking targeted approaches to reaching key audiences, resulting in an 11.2% CAGR gain to reach $6.57 billion in 2014
  • Public Relations & Word-of-Mouth Marketing which will register CAGR growth of 9.7% between 2009 and 2004, reaching $8.01 billion
  • Business & Professional Services which will see CAGR climb 9.1% to reach $147.12 billion in 2014

The availability of new media platforms and technologies will contribute to continued changes in consumers' media use, particularly secular declines in consumer consumption of traditional media platforms. This will prompt brands and agencies to re-evaluate their traditional advertising strategies and tactics.

Suhler concludes that "Institutional communications spending by businesses, government agencies and educational institutions will be the primary driver of the industry's growth during this period."

Review the complete report, and view available charts and graphs.

© MediaPost Communications 2010

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Events Calendar

Event CalendarNNA 2010 Annual Convention & Trade Show
September 30 – October 3, 2010
Omaha, NE

American Magazine Conference 2010
October 3 – 5, 2010
Chicago, IL

Society of Professional Journalists Convention
October 3 – 5, 2010
Las Vegas, NV

October 4 – 6, 2010
Los Angeles, CA

CircDayLA 2010
October 7, 2010
Los Angeles, CA

DMA:2010 Conference & Exhibition
October 9 – 14, 2010
San Francisco, CA

ONA10: ONA Conference and Online Journalism Awards Banquet
October 28 – 30, 2010
Washington, DC

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

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Magazine Newsstand Sales Head South

Magazine Newsstand Sales Head SouthU.S. consumer magazines saw total newsstand sales drop between the first half of 2009 and the first half of 2010, according to the latest circulation report from the Audit Bureau of Circulations. With 393 magazines reporting figures for both periods, total average newsstand sales fell 5.6% from about 34.53 million to 32.59 million. Some 119 (or 30.2%) experienced single-digit percentage drops in newsstand sales, while 88 (or 22%) fell 10%–19.9%, and 82 (or 20.9%) experienced declines of 20% or more.

The losses were spread evenly across various categories, including newsweeklies, women's lifestyle, fashion and beauty, celebrity, men's lifestyle, business, automotive, and enthusiast titles. Some of the biggest losses, in percentage terms, came at newsweeklies: Time saw single-copy sales fall 28.1% from 100,382 to 72,164, while Newsweek (recently acquired by Sidney Harman from the Washington Post Co.) tumbled 30.2% from 64,866 to 45,298; Newsweek also saw total subs decline 39.4% from 2,581,747 to 1,565,344 over this period.

In fashion and beauty, newsstand sales sank at Brides, down 43% from 184,334 to 105,002; Teen Vogue, down 29.7% from 175,600 to 123,404; Essence, down 22.1% from 250,308 to 195,057; Allure, down 19% from 190,333 to 154,146; Lucky, down 16.8% from 198,583 to 165,179; and Vogue, down 14.7% from 374,750 to 319,844. In the health and fitness category, single-copy sales fell at Prevention, down 17.5% from 300,403 to 247,779; Fitness, down 15% from 214,791 to 182,500; and Self, down 12.2% from 296,083 to 260,010.

In women's lifestyle magazines, newsstand sales declined at Redbook, down 28.8% from 154,609 to 110,138, and O, the Oprah Magazine, down 15.8% from 693,054 to 583,457. Good Housekeeping was down 17.7% from 468,661 to 385,669.

Among shelter titles, Country Living fell 10.7% from 134,884 to 120,412. Losses also hit some food titles, with single-copy sales at Every Day with Rachael Ray falling 23.4% from 375,773 to 287,812.
Among celebrity titles, Star fell 11.7% from 601,115 to 530,615; Life & Style Weekly was down 10.1% from 478,788 to 430,625; and OK! fell 9.6% from 398,360 to 360,180.

In men's lifestyle magazines, newsstand sales fell 16.6% at Maxim, from 350,242 to 291,983, while GQ was down 12.4% from 227,409 to 199,190. Among music mags, Rolling Stone was down 26.9% from 109,421 to 79,940. Turning to enthusiast titles, Golf Magazine fell 20.2% from 69,518 to 55,468. And in the automotive category, Motor Trend was down 26% from 108,815 to 80,497, while Automobile fell 23.2% from 44,339 to 34,064.

Among general interest titles, TV Guide fell 25.6% from 136,592 to 101,663, while Reader's Digest slipped 11.2% from 270,045 to 239,804.

Fewer magazines enjoyed increases at the newsstand. Single-copy sales increased 18% at Body + Soul, from 71,637 to 84,511; 10% at Harper's Bazaar, from 145,445 to 160,062; 34.6% at House Beautiful, from 80,954 to 108,932; 24.7% at Men's Journal, from 64,965 to 80,994; 16.3% at More, from 156,658 to 182,200; 14.5% at Wired, from 82,027 to 93,908; and 10.3% at Women's Health, from 333,463 to 367,725.

©MediaPost Communications 2010

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Verified Issues Guide for Target (Bulk) Distribution

Target Circulation Distribution GuideVerified Audit Circulation, in an ongoing effort to provide practical information to publishers, has issued the Target Circulation Distribution Guide. The guide is intended to assist publishers understand and maintain proper audit records for publications with target (bulk) circulation.

Verified requires all audited publications to maintain documents and records to support reported circulation. Records must be original, accurate and available for review at the time of the audit. Failure to provide the required records may lead to an unsuccessful audit.

In addition, the guide can be supplied to contract distributors to help delineate what is expected of them when they carry out your publication's distribution. Clear and regular communication between you and your contract distributor is vital to the success of an audit.

View the Target Circulation Distribution Guide

If you have questions about target distribution guidelines, please call 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
415.461.6007 fax

2010 Verified Audit Circulation.