Verified Audit CirculationViewPoint
August 2011

Subscribe    Back to Home    Past Issues

This Month's Features:

Verified Would Like to Welcome...
People Still Turn to Sunday Papers for Coupons
Journalists Get Ideas on Social Networks, Company Sites and PR for Support
Events Calendar
Tips & Techniques: Integrated Database Audits

Back to Top
Verified Would Like to Welcome...

Business LedgerThe Business Ledger
Paddock Publications, Inc.
Arlington Heights, IL
The Business Ledger is a biweekly tabloid serving the general business news and management information needs for businesses located in DuPage County, suburban Cook County, Will County and Kane County in Illinois.

Palm Coast ObserverPalm Coast Observer
Palm Coast Observer, LLC
Palm Coast, FL
The Palm Coast Observer is dedicated to serving as the leading and most trusted source of local news and information for Palm Coast and Flagler County. Each edition of the Palm Coast Observer delivers relevant and comprehensive news, information and features affecting Palm Coast residents, their neighborhoods and the community at large.

Sunday PreferredSunday Preferred, an edition of The Orange County Register
Freedom Orange County Information
Santa Ana, CA
In addition to The Orange County Register and 25 community papers, Orange County Register Communications publishes Sunday Preferred. Sunday Preferred is a distribution program that offers insert advertisers the ability to extend reach beyond paid Orange County Register subscribers on Sunday. Sunday Preferred is targeted distribution to households within 58 select ZIP codes within Orange County. Inserts are delivered inside a special Home and Garden publication.

The Maritime ExecutiveThe Maritime Executive
The Maritime Executive, LLC
Fort Lauderdale, FL
The Maritime Executive is the world's leading maritime business journal and is written for executives and managers at every level of the industry. Each issue of The Maritime Executive benchmarks organizational excellence along with executive interviews and featured articles concerning critical issues that impact the maritime industry.

Jet Airtransport Exchange, Inc.
Milford, CT
JaxFax Travel Marketing Magazine is a monthly print and digital industry trade magazine. It is read and used primarily by travel agents, both traditional and home-based.

Back to Top
People Still Turn to Sunday Papers for Coupons

People Still Turn to Sunday Papers for CouponsThe newspaper industry may be struggling, but people are still turning to the Sunday editions when it comes to clipping coupons, despite the rise of digital media and coupon sites.

According to consumer research firm Scarborough Research, coupon usage for household items such as groceries is up 24% since 2006. And although more than a fifth (22%) of these coupon users are using digital media such as email, text messaging and the Internet to get coupons, the primary channels continue to be Sunday newspaper inserts (49%), in-store coupons (43%), direct mailings (33%) and in-store circulars (26%).

"If you look at FSI's, they've been the dominant source of coupons for a long time," said Brian Condon, Executive Vice President for Commercial Development for Scarborough to Marketing Daily. "To chip away at a share of that is [hard] because it's such a large base."

At the same time, the electronic coupon users, which Scarborough calls "Digital Deal Seekers" (defined as adults who live in households that usually obtain cents-off coupons through email, text messaging or Internet sites or those who went online for coupons in the past month), are more likely than average adults to patronize local businesses such as florists, malls, restaurants and day spas. Some of that can be attributed to the "Groupon effect," in which people seeking deals are also getting offers from group coupon sites. Or they could just be avid shoppers, according to Condon.

"What we found was that the people who fit into this category were more active shoppers and supporters of local businesses," Condon says. "Plus, people that are redeeming coupons are people who are active shoppers and have an intention to use coupons."

© MediaPost Communications 2011

Back to Top
Journalists Get Ideas on Social Networks,
Company Sites and PR for Support

Business-to-business media continue to have a healthy appetite for social media tools. The "Arketi Web Watch Media Survey 2011" found that 92% of journalists have a LinkedIn account, an increase from 85% in 2009. In addition to LinkedIn, 85% of journalists are on Facebook, up from 55% in 2009, and 84% use Twitter vs. 24% in 2009.

It comes as no surprise that more B2B journalists are participating in social media sites, says the report, especially LinkedIn. Journalists are constantly seeking industry sources for story ideas and LinkedIn provides an online outlet for them to research and connect with potential sources.

Business journalists subscribe to the most popularly used social media tools.

Journalists' Social Media Subscriptions

64% of journalists spend more than 20 hours a week online, and 21% report more than 40 hours of activity each week.

Journalists' Social Media Subscriptions

82% of journalists say companies without a website are less credible. When unable to reach a company source, 81% of business journalists turn to an organization's website.

Journalists' Social Media Subscriptions

Journalists' Social Media Subscriptions

51% of journalists surveyed found sponsored webinars helpful, including these types:

Industry trends 81%
Original research 71%
Case studies 60%
Product demos 29%
Training 28%

Arketi GroupArketi Group regularly conducts surveys on relevant industry topics and publishes these findings to help B2B PR and marketing professionals. A copy of the survey reports can be requested.

Click here for additional information from Arketi.

© 2011 MediaPost Communications

Back to Top
Event CalendarEvents Calendar

National Newspaper Week
October 2 – 8, 2011

American Magazine Conference 2011
October 4 – 5, 2011
New York, NY

Association for Women in Communication Convention
October 13 – 15, 2011
Tulsa, OK

Midwest Free Community Papers Fall Conference
October 14 – 15, 2011
Des Moines, IA

Inter American Press Association 67th General Assembly
October 14 – 18, 2011
Lima, Peru

Inland Press Association 126th Annual Meeting
October 16 – 18, 2011
Chicago, IL

National Association of Hispanic Publications Annual Convention
October 19 – 22, 2011
Las Vegas, NV

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

Back to Top
Tips & Techniques: Integrated Database Audits

What is an Integrated Database?
An integrated database is a publisher database in which there is a unique record for each individual containing all of the information related to the products served, demographic data, subscription information, etc. "Products" may include e-newsletters, webinars, etc.

What is an Integrated Database Audit?
An Integrated Database Audit is a review of the publisher's database for a particular date within the audit period. The audit reports the Total Unduplicated Reach and Total Duplicated Reach. The Total Duplicated Reach is the sum of the number of recipients of all products associated with the publisher's brand. The Total Unduplicated Reach is the number of unique recipients of publisher's products. Business/industry classifications or other subscriber data may also be analyzed, as applicable.

Why an Integrated Database audit?
The purpose of an integrated database audit is to allow publishers to demonstrate how many qualified readers are engaged with a brand through print publication, online, e-newsletter, events and other channels. It allows the publisher to demonstrate not only the gross number of contacts, but also the number of unique interactions with the brand.

What are the guidelines and required records?
•  Complete integrated database "fixed" for the analyzed issue from within the audit period
•  Fulfillment and/or distribution company invoices and proof of payment
•  Email log files and summary reports (for e-newsletters)
•  Registration summary and registrant master lists (for webinars, tradeshows)
•  Registration forms and proof of payment from registrants (for webinars, tradeshows)
•  Attendee list (log file) including emails, usernames and passwords (for webinars)

To learn more about integrated database audits, 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

2011 Verified Audit Circulation.