Verified Audit CirculationViewPoint
February 2011

Subscribe    Back to Home    Past Issues

This Month's Features:

Verified Would Like to Welcome...
What Do Audiences Want from Publisher's Apps?
Apple Launches Subscriptions on the App Store
Google Introduces One Pass
Events Calendar
Tips & Techniques: E-Newsletter Audit

Back to Top
Verified Would Like to Welcome...

Houston ChronicleNeighborhood Newspapers
Houston Chronicle
Houston, TX
Neighborhood Newspapers are community newspapers delivered to homes in and around the Houston area.

Cleveland SceneCleveland Scene
Times-Shamrock Communications
Cleveland, OH
Cleveland Scene is a local paper distributed in the local area. Features include local news, sports, events and advertising.

Back to Top
What Do Audiences Want from Publisher's Apps? 

What Do Audiences Want from Publisher's Apps?As more media companies embrace mobile devices, the question on publishers minds is: What does the audience want?

According to Diane Burley, a veteran Internet executive, the resounding answer is don't just replicate the brand, give the reader something different.

According to a recent study by Mediavest, people typically rank magazine apps as way down on their list of wants. Magazine apps fell below all other uses that MediaVest asked about, including reading books, accessing maps, viewing personal photos, managing personal calendars, watching video, listening to music and using newspaper apps.

So can mobile be a publisher's digital salvation? Maybe. Burley says, "For publishers, this means knowing and anticipating audience needs, having a thorough understanding of all available content, including content from public databases, and having a nimble infrastructure that allows disparate types of content to be 'mashed together.'"

Back to Top
Apple Launches Subscriptions on the App Store

Apple Launches Subscriptions on the App StoreApple announced a new subscription service available to all publishers of content-based apps on the App Store, including magazines, newspapers, video, music and more.

Subscriptions purchased from within the App Store will be sold using the same App Store billing system. Publishers set the price and length of subscription. Customers pick the length of subscription and are automatically charged based on their chosen length of commitment, and they can review and manage all of their subscriptions from their personal account page, including canceling the automatic renewal of a subscription.

Apple processes all payments, keeping the same 30% share that it does today for other In-App Purchases.

"When Apple brings a new subscriber to the app, Apple earns a 30% share," said Steve Jobs, Apple's CEO. "When the publisher brings an existing or new subscriber to the app, the publisher keeps 100% and Apple earns nothing. All we require is that, if a publisher is making a subscription offer outside of the app, the same or better offer be made inside the app so that customers can easily subscribe with one-click right in the app. We believe that this innovative subscription service will provide publishers with a brand new opportunity to expand digital access to their content."

Publishers who use Apple's subscription service in their app can also leverage other methods for acquiring digital subscribers outside of the app. For example, publishers can sell digital subscriptions on their websites or can choose to provide free access to existing subscribers. Since Apple is not involved in these transactions, there is no revenue sharing or exchange of customer information with Apple.

Publishers must provide their own authentication process inside the app for subscribers that have signed up outside of the app and may no longer provide links in their apps (to a website, for example) which allow the customer to purchase content or subscriptions outside of the app.

Customers purchasing a subscription through the App Store will be given the option of providing the publisher with their name, email address and zip code when they subscribe. The use of such information will be governed by the publisher's privacy policy rather than Apple's. Publishers may seek additional information as long as those customers are given a clear choice and are informed that any additional information will be handled under the publisher's privacy policy rather than Apple's.

Back to Top
Google Introduces One Pass

Google Introduces One PassGoogle's new One Pass service allows consumers to use one account to pay for access to multiple publications on the web and across a range of mobile devices.

The move comes one day after Apple laid out a subscription service for content sold through its iPhone and iPad devices, an offering that some publishers greeted skeptically. Apple would take a 30% cut on sales of subscriptions in its iTunes App Store.

Google said it will charge publishers 10% of revenue from sales through its One Pass service. It will also let publishers set prices and give them more control over customer data.

Google One Pass is easy to implement and simple to manage. The set up is minimal and content will be managed through a simple online interface, so publishers can try out different approaches to selling content with minimal development cost and see what works for their business. It is powered by Google Checkout, so publishers' e-commerce and payment processing needs are covered, and there is no need to build a third-party payment system into publishers' sites.

"The publisher is the merchant of record," said Google Chief Executive, Eric Schmidt. "We don't prevent you from knowing, if you're a publisher, who your customers are, like some other people."

In addition to Mr. Schmidt's obvious reference to Apple's policy, he added that Google's "intention is for publishers to make all the money." The 10% fee "roughly covers our costs," he said.

Google One Pass is currently available for publishers in Canada, France, Germany, Italy, Spain, the U.K. and the U.S.

Back to Top
Events Calendar

Event CalendarTexas Community Newspaper Association
April 1 – 2, 2011
San Antonio, TX

Wisconsin Community Papers
April 1 – 2, 2011
Wisconsin Dells, WI

American Society of Newspaper Editors Annual Conference
April 6 – 9, 2011
San Deigo, CA

Mid-Atlantic Community Papers Association 2011 Annual Conference
April 7 – 10, 2011
New Cumberland, PA

California Newspaper Publisher's Association
April 14 – 16, 2011
Los Angeles, CA

Journalism Education Association Spring National High School Convention
April 14 – 17, 2011
Anaheim, CA

Spring Midwest Free Community Paper Conference & Trade Show
April 15 – 16, 2011
West Des Moines, IA

CRMA 35th Annual Conference
April 30 – May 1, 2011
Chicago, IL

Canadian Newspaper Association and Canadian Community Newspaper Association 2011 Ink + Beyond
April 29 – 30, 2011
Richmond, BC

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

Back to Top
Tips & Techniques: E-Newsletter Audit

An E-newsletter is defined as content sent by email to subscribers on a regular schedule (daily, weekly, monthly, etc.). The email newsletter must contain editorial matter and cannot exclusively convey sales offers and/or advertising.

An E-newsletter Audit verifies the volume of successful emails sent over a set audit period. The E-newsletter Audit reports the Average Net Distribution of each newsletter. Hard bounces, opt-outs, etc. are excluded from the net average distribution.

For the audit, the publisher must provide:

  • Email server logs recording distribution.
  • Evidence of returned/invalid addresses.
  • Evidence of the number of paid email newsletter copies that are distributed, including subscriber records (email request, telemarketed request, subscriber card, etc.), price paid, date paid and proof of payment. An "Nth" select will be chosen to confirm paid e-newsletter subscribers.
  • Evidence of the number of free "opt-in" or requester email newsletter copies distributed including subscriber records (email request, telemarketed request, subscriber card, etc.). An "Nth" select will be chosen to confirm opt-in or requester subscribers.
  • A breakdown of the volume delivered for each issue from a summary report.
  • Access to e-newsletter subscriber database for review.

Email newsletter distribution figures can be reported on the same report as the print edition.

If you have questions regarding an E-newsletter Audit, 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.