Verified Audit CirculationViewPoint
April 2011

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This Month's Features:

Verified Would Like to Welcome...
Do I Really Need an App?
New York Times Co. Has 100,000 Paid Digital Subscibers
On-The-Go Local News Readers Influence Community
Events Calendar
Tips & Techniques: Digital-Replica vs. Digital Non-Replica Edition

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Verified Would Like to Welcome...

Groupe Espaces, Inc.
Montreal, QC
Adventura Magazine is distributed six times per year. Their reports are written for readers who are enthusiasts of the outdoors, adventure, reflection and memorable experiences. Their goal is to satisfy curiousity and help their readers go beyond established borders by exploring new horizons, giving them sound advice and encouragement along the way.

Bar Business MagazineBar Business Magazine
Simmons-Boardman Pub. Corp.
New York, NY
Bar Business Magazine is the premier "how-to" publication covering the best business practices and products for owners and managers of nightclubs, bars and lounges in the U.S.

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Do I Really Need an App? 

There's an App for ThatA recent Pew Research study called "Closing the Local News App Gap" showed that nearly half of all American adults (47%) reported getting at least some local news and information from their cell phone or tablet, but just 13% said they have a mobile app that helps them get local news or information.

Pew surveyed 2,251 people in January and found that most of the local "news and information" that was consumed by mobile readers consisted mainly of weather and restaurant information. Few local news apps are available to consumers.

Even though there's growing use of smart phones and tablets, newspapers haven't rushed to provide apps for their local markets. There currently isn't a huge ROI (return on investment). The ad inventory on smart phones is limited by both size and volume. Another factor is that most newspaper advertising staffs don't know how to sell mobile ads to their merchants.

The Pew survey also asked about the value of local newspapers. Twenty-eight percent of those surveyed said the loss of the local newspaper would have a major impact on their ability to keep up with local information, while 30% said it would have a minor impact and 39% answered that the loss of the local newspaper would have no impact at all.

"The survey found that adults who consume local news on mobile devices are almost twice as likely as other adults to say they would be willing to pay to access their local newspapers online," the Pew study reported.

Pew further stated, "The percentage willing to pay is even high among local app users, so there is evidence that this new mobile local news consumer sees value in the local newspaper."

Mobile devices – phones and tablets – are being purchased by Americans more than personal computers. Mobile advertising is projected to be the fastest growing segment of all U.S. advertising.

Even if there isn't instant ROI, publishers need to work with apps to understand their role in the media landscape.

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New York Times Co. Has 100,000 Paid Digital Subscibers

By Emma Bazilian, AdWeek

NYTOn Thursday, The New York Times Company published its first-quarter results for 2011, and things are looking good for digital subscriptions. In a statement, the company said that the number of paid subscription packages for and its other digital platforms has surpassed 100,000 since the Times launched its global paywall on March 28.

"We are pleased with the number of subscribers we have acquired to date, as initial volume has meaningfully exceeded our expectations," said company's president and CEO, Janet L. Robinson.

According to Robert H. Christie, Senior Vice President of Corporate Communications, those 100,000 subscriptions include the 99-cent introductory offer promotion but not those tied to print subscriptions or a promo offered by Ford Motor Company's Lincoln brand giving readers free access.

"So soon after the launch, the Company does not yet have visibility into conversion and retention rates for these paying customers after the initial promotional period," the statement said. "Although early indicators are encouraging."

The company also reported that total digital revenues increased 6.1 percent to $95.9 million from $90.4 million, with digital advertising increasing 4.5 percent from $80 million to $83.6 million. However, that growth couldn't offset the 7.5 percent decline in print advertising revenues for the quarter.

© 2011 AdWeek

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On-The-Go Local News Readers Influence Community

According to a summary of findings from the Pew Research Center State of the News Media, local news is going mobile. 47% of all American adults report that they get at least some local news and information on their cell phone or tablet computer, and what they seek out most on mobile platforms is information that is practical and in real time: 42% of mobile device owners report getting weather updates on their phones or tablets; 37% say they get material about restaurants or other local businesses.

On-the-Go Local News

Mobile applications are beginning to take hold among mobile device owners, says the report. Compared with other adults, these mobile local news consumers are younger, live in higher-income households, are newer residents of their communities, live in nonrural areas and tend to be parents of minor children.

Adults who get local news and information on mobile devices are more likely than others to feel they can have an impact on their communities, more likely to use a variety of media platforms, feel more plugged into the media environment than they did a few years ago and are more likely to use social media.

  • 35% of mobile local news consumers feel they can have a big impact on their community (vs. 27% of other adults)
  • 65% feel it is easier today than five years ago to keep up with information about their community (vs. 47% of nonmobile connectors)
  • 51% use six or more different sources or platforms monthly to get local news and information (vs. 21%)
  • 75% use social network sites (vs. 42%)
  • 15% use Twitter (vs. 4%)

Tablets and smart phones have also brought with them news applications or "apps." Twenty-four percent of mobile local news consumers report having an app that helps them get information or news about their local community. That's 13% of all device owners and 11% of the total American adult population. While nearly 5 in 10 get local news on mobile devices, just 1 in 10 use apps to do so, which the report refers to as "the app gap."

These mobile app users skew young and Hispanic. They are also much more active news consumers than other adults, using more sources regularly and "participating" in local news by doing such things as sharing or posting links to local stories, commenting on or tagging local news content, or contributing their own local content online.

Currently, only 10% of adults who use mobile apps to connect to local news and information pay for those apps. This amounts to just 1% of all adults.

When it comes to payments for news more broadly, 36% of adults say they pay for local news content in some form: local print newspaper, for an app on their mobile device or for access to special content online. Thirty-one percent of those who pay for local news are paying for local print newspaper subscriptions and only a fraction are paying for apps or for access online to local material.

Pressed on the value of online access to their local newspaper, 23% of survey respondents say they would pay $5 a month to get full access to local newspaper content online, says the report. When asked if they would pay $10 per month, 18% of adults say yes. Roughly three-quarters say they would not pay anything.

Twenty-eight percent say the loss of the local newspaper would have a major impact on their ability to keep up with local information. Another 30% say it would have a minor impact. But 39% say the loss of the newspaper would have no impact.

This survey is part of the Project for Excellence in Journalism's 2011 State of the News Media Report and comes from a national phone survey of 2,251 American adults (age 18 or more) in English and Spanish. The margin of error for the full sample is +/- 2%.

To read the study results in greater detail, with charts and graphs, visit Pew Research here.

© 2011 MediaPost Communications

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Events Calendar

Event CalendarIndependent Free Papers of America Board of Directors Meeting
June 9 – 11, 2011
San Francisco, CA

29th Annual National Association of Hispanic Journalists 2011 Multimedia Convention and Career Expo
June 15 – 18, 2011
Orlando, FL

MPA Retail Marketplace 2011 Conference
June 12 - 14, 2011
Baltimore, MD

Personalized Media Conference
June 20 – 21, 2011
Bolder, CO

Electronic Publishing Conference 2011
June 22 – 24, 2011
Istanbul, Turkey

2011 MPA Digital: Technology
June 23, 2011
New York, NY

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

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Tips & Techniques: Digital-Replica vs. Digital Non-Replica Edition

A Digital-replica Edition is a digital reproduction of a print edition with the exact same editorial content as the print edition (advertising can be enhanced for the digital medium) that is delivered via the web, email, e-Reader, or handheld device on the same day the print edition is issued.

A Digital Non-replica Edition is an electronic version of a publication that replaces the distribution of a print edition and is delivered to the subscriber via the web, email, e-Reader or handheld device app. A digital non-replica edition is not a PDF of the print edition, nor is it a website. Common digital non-replica editions are in the format of iPad and Android apps. A Digital Non-replica Edition must have the same general content and focus as the print edition, but it does not have to contain all the same content.

  • Digital editions (replica or non-replica) served as a back copy are not considered qualified circulation.
  • A digital edition is not unrestricted access to the publisher's website.
  • E-newsletter are not considered a digital edition of the publication.

Digital Non-Replica circulation and Digital-Replica circulation data is reported separately in the Audit Report and Publisher's Statement. They are not consolidated in audit reports. If all digital-replica and digital non-replica data is available and meets Verified Audit Circulation's standards, digital circulation will be included in the Audit Report.

For questions regarding Digital-Replica and Digital Non-Replica Editions, please call Verified at 415-461-6006.

Please send comments and story ideas to or contact us at:

Verified Audit Circulation
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Larkspur, CA 94939-1758
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2010 Verified Audit Circulation.