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Month's Features: Verified Would Like to Welcome... Keep in Touch With Verified via Facebook and Twitter Mag Bag: 138 Launches, 74 Fold by July 2011 Targeting eReaders Events Calendar Reader Surveys Increase Ad Sales |
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![]() Verified Would Like to Welcome...
![]() Keep in Touch With Verified via Facebook and Twitter
You can now Like us on Facebook and Follow us on Twitter. These tools are just another way to stay current on Verified's updates and announcements. In turn, we want to hear your ideas and listen to what you have to say. Go to the Verified website and click on the Facebook and Twitter icons at the bottom of the home page! ![]() Mag Bag: 138 Launches, 74 Fold by July 2011
The number of magazines that closed fell 15% from 87 in the first half of 2010 to 74 in the first half of 2011. These positive findings included new magazine launches in a variety of categories, with the most new launches coming in the food and regional interest titles, including Gilt Taste and Plum Hamptons. In terms of magazine closings, regional titles again dominated because of shuttered pubs that belong to 944 Media. The business-to-business category saw 34 new titles launch, including Progressive Cattleman and Converting Quarterly, while just 13 B2B titles ceased publication, including Industrial Wastewater and Texas Construction. At the current pace, 2011 should see fewer magazine closings than 2010, when a total of 176 folded by the end of the year. The current pace of magazine closings is also well below previous years. In 2008, MediaFinder.com said a total of 525 magazines closed, and 428 folded in 2009. The pace of new launches has also varied significantly, with 335 new magazines launched in 2008, 275 in 2009, and 193 in 2010. © 2011 MediaPost Communications ![]() Targeting eReaders
Owners of these digital devices are also more likely than the average adult to be heavy newspaper readers; Tablet and eReader owners are 54% and 63% more likely than the average U.S. adult, respectively, to be heavy newspaper readers. Not surprisingly, given the connectivity of eReaders and especially tablets, their owners index high for Internet usage. Tablet owners are 79% more likely than the average adult to be a heavy Internet user, while eReader owners are 36% more likely to be a heavy Internet user. In addition, a gender difference in terms of digital ownership has emerged. The report says that women are 52% more likely than men to own an eReader and men are 24% more likely than women to own a tablet. At the brand level, women are 63% more likely than men to own an Amazon Kindle and twice as likely to own a Barnes & Noble Nook, while men are 16% more likely to own an Apple iPad. The report suggests that a man's affinity for tablets may be a reflection of the way ownership of technological gadgets with respect to their peers is viewed. For instance, men are much more likely than women to report: "I want others to say 'Wow!' when they see my electronics." Books are still the medium of choice among eReader owners, with 87% having read a book on their device in the last six months. Magazines and newspapers trailed at 15% and 14%, respectively. The media consumption gap is narrower among owners of tablets. Fifty-seven percent of tablet owners, on average, read a book on their device in the last six months compared to 39% who read a magazine and 41% who read a newspaper. Personal ownership of tablets and eReaders skyrocketed after the 2010 holiday gift-giving season, says the report. Average ownership of eReaders was 2.3% of the U.S. adult population in the four months prior to Christmas; that rose to 5.1% of adults, on average, in the four months after Christmas. The same growth curve is true for tablets. average tablet ownership in the four months prior to Christmas 2010 was 1.8% of adults; after Christmas, average ownership rose to 3.5% of U.S. adults.
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2011 MediaPost Communications ![]() ![]() National
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send your information ![]() Reader Surveys Increase Ad Sales Readership surveys are effective tools that can help publishers learn how well they are meeting reader needs, increase advertising and circulation, position their publication in a competitive marketplace and enhance editorial content and design. A readership survey should be conducted every 2 – 3 years. Shifts in readership patterns, changes in reader demographics and anticipated format or content change all signal a need for research. Customized surveys can be conducted via mail, online or by telephone. An initial survey can also provide a benchmark against which future research is compared. Circulation X Readers per Copy = Total Readership In order to calculate total readership, you need to know how many readers there are per copy of your publication. Circulation multiplied by the number of readers per copy equals the total readership of your publication.
Readers per Copy X Engagement = See Ads / Recall Ads Once you know the total readership, you need to know your reader's level of engagement. The more engaged they are with your publication, the more likely they will read and recall ads.
Reader Recall X Buying Potential = Advertiser Sales Once you've determined the level of engagement of your readers, you need to know their demographics. Reader demographic questions allow you to determine their buying potential.
Combining your circulation audit with a reader survey provides actionable information and tells your advertisers your complete audience story. If you would like more information on conducting a reader survey or would like to see a sample survey, please contact Verified at 415-461-6006.
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