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December 2010 | January 2011

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This Month's Features:

Emlen Media Joins Verified
Tribune Media Partners With Groupon for
Redeemed: Newspaper Coupons Still Effective
Events Calendar
Report: Paid Apps & Print Don't Mix
Tips & Techniques: Non-Requested Digital Editions

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Emlen Media Joins Verified

Emlen MediaEmlen Media, Inc., based in San Rafael, CA, has joined Verified Audit Circulation. Verified will audit and report on print and digital media for Emlen as part of Emlen's ongoing desire to best meet their client's needs.

"The evolution of brand delivery channels creates a real opportunity for advertisers when it comes to allocating ad revenue. It is vital that we begin to measure cross-platform activity so that we can offer our marketing clients the information and flexibility they need to optimize their media investment," said Eli Gage, CEO of Emlen Media. "We are looking forward to providing a detailed audit statement that will more closely depict our total audience reach, including both online and print."

"Verified has been in the audit business since 1951," adds Gage. "They are experienced, adaptable and nimble – important factors in these changing times."

An integral part of Emlen Media's new audience strategy is the recent investment in the creation of a new integrated audience database and fulfillment system built on a browser-based platform. This robust system allows them to better serve the information needs of their subscriber audience and at the same time enables them to report on subscriber engagement across multiple media platforms. They can manage and analyze the data and market their products more intelligently and in real time.

Emlen Media, Inc is a diversified business-to-business media organization serving multiple industries in small- to medium-sized growth market segments. Particular attention is devoted to the commercial and industrial facilities or "bricks and mortar" areas.

Some of Emlen Media's leading media brands include Correctional News, School Construction News, Green Building News and HC+O News. To learn more about Emlen, got to

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Tribune Media Partners With Groupon for 

ChicagoShopping.comSeeking to better exploit local business relationships, Chicago Tribune Media Group on Friday became the latest publisher to partner with Groupon.

The recently launched will integrate the social deal powerhouse, which just walked away from a Google buyout worth a reported $6 billion.

Powered by Groupon, will now feature one new local deal each weekday on its home page.

"By registering at, you'll have the option to sign up to receive the exclusive Groupon offer in addition to the feature Groupon highlights on their website each day," said Belinda Englman, general manager of

"For our advertisers, is yet another solution within Tribune Media Group's portfolio to expand their reach in the local market," Englman added. "Apart from providing our advertisers with a new vehicle to extend their current advertising offerings, also represents a unique opportunity for Chicagoland's small businesses to reach relevant audiences at the hyperlocal level."

In addition to's "Deal of the Day" powered by Groupon, lets users personalize their shopping experience. When users sign in, will attempt to find deals that fit their particular interests.

The site also features relevant editorial content focused on shopping tips and advice.

Across a network of sites, Chicago Tribune Media Group presently claims to reach 4.8 million adults each week in the greater Chicago area.

Adding to the frenzy surrounding local services and ecommerce, Amazon just took a $175 million stake in Groupon rival LivingSocial, while eBay confirmed the acquisition of local shopping search engine for a reported $75 million.

"Of course, the question we're all asking is whether social buying is the next big play in our 2.0 world or is it tulipesque hysteria," Bill Tancer, general manager of global research at Hitwise, said in a blog post earlier this month.

Along with myriad copycats, GroupOn offers deep discounts on local deals on everything from spas and skydiving lessons to hotels and restaurants. Discounts range from 50% to 70% of the normal prices. If enough people buy into the offers, everyone gets the deal.

According to Hitwise, Groupon commands 79% of U.S. visits to the group-buying category, while LivingSocial comes in a distant second with 8% of the market.

© MediaPost Communications 2010

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Redeemed: Newspaper Coupons Still Effective

A new study of coupon redemption by MARC Research for the Newspaper National Network shows that coupons that appear within newspapers (run of press) are redeemed more often than freestanding inserts, the tabloid-format circulars that typically appear in weekend editions.

They are also more effective at getting consumers to try new products, switch brands or trade up to a more expensive product

The MARC-NNN survey found that consumers who redeem ROP coupons tend to be heavy coupon users overall, redeeming about twice as many coupons as consumers who redeem other kinds of coupons. They redeemed an average 59.8 in the last six months, versus just 30.3 for consumers who redeemed other types of coupons.

Seventy-four percent of ROP coupon redeemers used coupons to try a new product, versus 60% of consumers who redeemed other types of coupons. They also generate more brand-specific shopping behavior, with 34% of ROP redeemers specifying brand names on their shopping lists, as opposed to 22% for shoppers who redeem other types of coupons.

Some 59% of ROP coupon redeemers use the coupons to buy a more expensive product, versus 47% for other coupon users. Interestingly, younger adults (ages 25–34) are more likely to use coupons to try new products or switch brands than older consumers. Overall, 91% of adults in the 25–34 age group use newspaper coupons.

Jason E. Klein, NNN president and CEO, summarized the findings: "Newspaper ROP coupon users are "seekers" – they use a lot of coupons, they are more likely to use them to try new products or brands, and they are more prone to make lists of specific brand purchases before heading to the store."

The new study comes as print coupons face fierce new competition from digital coupons.

Earlier this year, for example, said the total volume of coupons redeemed from the network reached $858 million in 2009 – up from about $320 million in 2008 and $140 million in 2007, for a total increase of more than 500% in just two years.

Overall, 45 million consumers used digital coupons in 2009 – up almost 20% from 38 million in 2008. Of this group, 13.1 million are exclusive digital coupon users, meaning they don't clip coupons from the newspaper – up about 39% from 9.4 million in 2008.

However, print coupons still dominate, with freestanding insert coupons accounting for 50% of total redemptions by dollar value in 2009, versus 9.8% for Internet coupons, 6.2% for direct mail, 22.7% for handouts, and 11.3% for other, according to data from Valassis.

© MediaPost Communications 2010

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Events Calendar

Event CalendarCalifornia Newspaper Publishers Association Quarterly Meeting
February 2 – 3, 2011
Sacramento, CA

New England Newspaper & Press Association Annual Convention & Trade Show
February 11 – 12, 2011
Boston, MA

Niche Magazine Conference
February 14 – 15, 2011
Austin, TX

Inland Press Association Winter Executive Conference
February 21 – 23, 2011
St. Petersburg, FL

Suburban Newspapers of America Spring Publisher's Conference
February 21 – 23, 2011
St. Petersburg, FL

News Media Executives Mega-Conference
February 23 – 23, 2011
St Petersburg, FL

Women's Leadership Conference
February 25, 2011
San Francisco, CA

OMNA Global
February 28 – March 1, 2011
San Francisco, CA

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

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Report: Paid Apps & Print Don't Mix

Among survey respondents who currently subscribe to print newspapers, there is a "statistically significant, moderately strong, positive correlation" between iPad news consumption and the likelihood of canceling their print subscriptions, according to new research from the Missouri School of Journalism.

As Fortune notes, the results "bode well for news, not so well for the printed word." Worse still, among 1,609 Apple iPad owners surveyed, more than half (58.1%) of the respondents who subscribe to printed newspapers and use their iPad at least an hour a day for news said they are very likely to cancel their print subscriptions within the next six months.

Meanwhile, more than three out of 10 (30.6%) respondents indicated that they do not subscribe to printed newspapers, with another one out of 10 (10.7%) saying that they had already canceled their subscriptions to printed newspapers and switched to reading digital newspapers on their iPad. Using the iPad to follow breaking news reports and current events is the most popular use for the device, with 84.4% of respondents saying this is one of their main uses.

© MediaPost Communications 2010

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Tips & Techniques: Non-Requested Digital Editions

Non-requested digital editions are defined as copies served to non-requesters of the publication. In order to report qualified non-requested digital editions:

The publisher must have an existing relationship with the recipient. The publisher-recipient relationship may include:

  • Recipient requested to receive the print edition of the audited publication and provided a valid email address.
  • Recipient requested to receive print and/or digital edition of another publication served by the publisher and provided a valid email address. (Please note that the field served of the associated publication must be in a qualified industry. For example, a publication targeted to water gardening may be also be served to subscribers of a garden design publication.)
  • Recipient provides an email address during registration for a trade show or other event hosted by the publisher.

Copies can be reported as either print or digital. If the publisher chooses to report the subscription as a print edition, the subscription may be classified as requested. If the publisher chooses to report the subscription as a digital edition, the subscription may only be classified as non-requested.

The publisher must have qualified (business/industry) data to qualify the print circulation. Qualification data may be sourced from qualified request forms, directory, membership or tradeshow attendee list, etc.

If you have questions regarding non-requested digital editions, 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
415.461.6007 fax

2010 Verified Audit Circulation.