Verified Audit CirculationViewPoint
March 2011

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This Month's Features:

Verified Would Like to Welcome...
Verified Readership Reports – A Good Value
How Leaky Will the NY Times Pay Wall Be?
Amid Ad Turnaround, Print Media Continues To Lose Ground
Events Calendar
Tips & Techniques: Site License

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Verified Would Like to Welcome...

Hockey NowHockey Now
Hockey Now Communications
North Vancouver, BC
Hockey Now is a free publication issued monthly in Alberta and Ontario and twice monthly in British Columbia. Hockey Now publications serve one of the largest, most dynamic communities in the country – the players, coaches, managers, referees, parents and fans who are actively involved in the national sport of Canada. Hockey Now is a valued partner with many high-level hockey organizations and is retained by them for special projects.

Mississippi Business JournalMississippi Business Journal
The Dolan Company
Jackson, MS
Mississippi Business Journal is a weekly news publication and the only statewide business publication in the state of Mississippi. Mississippi Business Journal serves the statewide business community with topical news, business analysis and accounts of exceptional achievement among key leaders in the business community.

Say CheeseSay Cheese
Dairy Business Communications, Inc.
Syracuse, NY
Say Cheese is a quarterly publication cooperatively developed by the Dairy Business Communications and The California Cheese and Butter Association (CCBA). Say Cheese comes in response to burgeoning and enthusiastic interest in specialty cheeses.

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Verified Readership Reports – A Good Value 

What Do Audiences Want from Publisher's Apps?You may know that Verified research provides custom readership reports. However, you may not know that Verified’s readership studies are your best value readership source.

Verified offers joint circulation and readership studies conducted together for improved cost and custom readership studies using the best methods for reaching your audience. This might mean statistical phone calling to subscribers or reader markets or Internet collection using incentives and your website.

Verified conducts advertiser-ready standalone readership reports for media fact kits and provides expert assistance for building custom reports using a variety of reader facts. We have built more than 140 proven template questions to select from in subject areas such as demographic and lifestyle, pass along readership, buying potential, competitive assessment, content evaluation, reader engagement, response to advertisement, and allied media use (particularly online or web).

It's time to refresh and verify your valued readership. Costs typically range from $1,500 to $4,500 prior to group discounts or circulation synergy economies. Contact Ben Swiggett, Research Services, at 415-461-6006 x214 or for a custom quote.

View sample surveys: Sample Reader Survey 1 | Sample Reader Survey 2

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How Leaky Will the New York Times Pay Wall Be?

NYTLet the leaks begin! As The New York Times prepares to launch its metered pay wall, the web is abuzz with alternatives for subscription-averse readers. Referring to code that will block carte blanche access to, Nieman Journalism Lab writes: "Unfortunately for The Times, there are plenty of popular (or popular-among-nerds) tools that tactically remove little bits of CSS and Javascript."

In one instance, Canadian coder David Hayes released NYClean, a "bookmarklet," which, in one click, tears down The Times' pay wall. In what he calls an "obligatory note," Nieman Lab's Joshua Benton says he thinks The New York Times is right to ask regular readers to pay and thinks its pay wall is "basically" well-designed.

"The Times' pay wall is, to a certain extent, defined by its leakiness," Benton adds. "The various holes – external links from social media and search biggest among them – are no accident; they're the result of some (correct, I say) thinking about hitting the right balance between fly-by and dedicated readers."

© MediaPost Communications 2011

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Amid Ad Turnaround, Print Media Continues to Lose Ground

Print MediaThe good news is that U.S. ad economy expanded 6.5% in 2010. The bad news is that some major media – especially print media like newspapers and magazines – are still substantially below pre-recession ad spending levels of two years ago. That is the yin/yang perspective of one of the ad industry's leading economists, Jon Swallen, Kantar Media North American Senior Vice President of Research, after analyzing the data the WPP unit compiled for the ad-supported media it measures.

Swallen dubbed the overall ad expansion a "feel good headline," but suggested that some serious, systemic issues remain with demand for some major media, which he said have lost as much as one-fifth of their total volume over the past two years.

Generally speaking, he was referring to print, especially locally focused print media like newspapers, which have seen an ongoing exodus of advertising budgets following the migration of consumer usage to digital alternatives. The recession only seems to have exacerbated that trend, and print is the only major medium that is not benefiting directly from the recovery.

In fact, Swallen noted that local newspaper ad spending has declined for "21 consecutive quarters." And the downward demand isn't just affecting the volume of local newspaper advertising, but its value as well. Swallen noted that while there was actually a "small uptick" in the volume of local newspaper space sold last year, total ad dollars fell 4.6%, meaning advertisers paid a lower price on average to place ads in local newspapers.

While national newspaper ad spending rose a modest 2.7%, Swallen said that was due primarily to category expansion – primarily additional editions published by News Corp.'s The Wall Street Journal, a publishing company that also is hedging its bets by pushing hard to get into the "tablet" publishing marketplace with The Daily.

Consumer magazines were the next least vital ad medium. While they expanded a modest 3.3% during 2010, their overall ad revenues are still below 2008 levels.

The media that have benefited most from the economic expansion has been television and the Internet, Swallen said. Some of it was due to cyclical spending patterns among key categories, like the 24.2% surge in spot TV advertising that was attributed largely to biennial political advertising spending. But key categories, especially telecommunications, consumer packaged goods, and a revitalized automotive industry, have been upping their TV ad budgets as well.

Swallen said that financial services advertising has also rebounded from its recessionary pullback, including debt-related categories such as credit cards and consumer loans, and that only two of the top 10 overall ad categories – direct response and pharmaceutical – experienced a contraction in 2010.

Interestingly, most of the growth in the U.S. ad expansion did not come from the nation's leading advertisers, but from mid-size and so-called "long-tail" advertisers.

While the overall marketplace expanded 6.5%, the top 10 advertisers boosted their spending only 3.7%. The top 100 advertisers expanded 8.8% and long-tail advertisers outside the top 100 expanded their spending 7.0%.

Historically, Swallen says long-tail advertisers are an important indicator to keep an eye on in terms of underlying economic vitality, because they tend to be closer-to-the-vest and more susceptible to economic volatility than big advertisers.

Percent Change in Measured Ad Spending

Google Introduces One Pass

Source: Kantar Media

Figures tabulated from Kantar Media's Stradegy™ application and cover all measured media, including: Network TV (6 networks); Spot TV (125 DMAs); Cable TV (67 English language networks); Syndication TV; Spanish Language TV (4 Hispanic broadcast networks; 4 Hispanic cable networks; 71 Hispanic local TV stations); Consumer Magazines (226 publications); Sunday Magazines (87 publications); Local Magazines (27 publications); Hispanic Magazines (14 publications); Business-to-Business Magazines (277 publications); Local Newspapers (147 publications); National Newspapers (3 publications); Hispanic Newspapers (48 publications); Network Radio (5 networks); National Spot Radio (205 markets); Local Radio (32 markets); Internet (1,883 sites); and Outdoor. Figures do not include public service announcements (PSA) or House ads.

© MediaPost Communications 2011

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Events Calendar

Event Calendar35th Annual City and Regional Magazine Association Conference
April 30 – May 2, 2011
Chicago, IL

Pacific Northwest Newspaper Board of Directors Meeting
May 13, 2011
Sea-Tac Airport Conference Center

CPA and AFCP Annual and Trade Show
May 5 – 7, 2011
St. Pete Beach, FL

National Magazine Awards 2011
May 9, 2011
New York, NY

Ontario Community Newspaper Association Spring Conference
May 13 – 14, 2011
Niagra Falls, Ontario, Canada

MPA-IMAG Independent Magazine Conference
May 18, 2011
New York, NY

International Newspaper Marketing Association World Conference
May 15 – 17, 2011
New York, NY

SNA and Blinder Group Revenue Leadership Summit
May 18 – 20, 2011
Chicago, IL

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

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Tips & Techniques: Site License

A site license is defined as a contract or agreement between a publisher and a company/association to provide multiple individuals access to a digital edition of the publication hosted on the subscribing organizations intranet. The contract requires the subscriber of the site license to notify all the individual seats (individuals) of the availability of each issue.

Only one digital copy can be reported as qualified digital circulation when served as part of a site license agreement. However, publishers may disclose the number of authorized site licenses that were purchased and authorized seats served as part of each site license agreement in the Explanatory Notes section of the Audit Report. Licenses may be reported for a definitive amount of seats only; "company-wide" license agreements may not be reported. Reporting the name of the company to which the content has been licensed is optional.

Paid and non-paid data, demographic data, license source, age data and geographic data may be included on the audit report.

Paid site licenses shall adhere to guidelines governing paid circulation. Non-paid site license shall adhere to the guidelines governing "Request from Recipient's Company."

If you have any questions about Site Licenses, 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.