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November / December 2012


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This Month's Features:

Verified Would Like to Welcome...
Stores Get "Huge Win" In Long Black Weekend
Publisher Monetization Survey Says Most Publishers Sell Integrated Ad Packages
Events Calendar
Consumers' and Marketers' Response to Digital and Traditional Advertising
Tips & Techniques: Converting Subscribers From Print to Digital-Only

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Verified Would Like to Welcome...

Western news&info, inc.Verde Valley Newspapers
Western News&Info, Inc.
Verde Valley, AZ
Verde Valley Newspapers is a group of publications distributed locally within Yavapai County, AZ. The newspaper publications cover local news including community events, entertainment, sports, business, real estate, classifieds and nationally syndicated features.

Western news&info, inc.River City Newspapers LLC
Lake Havasu City, AZ
River City Newspapers is jointly owned by Western Newspapers and Wick Communications. Formed in 1995, the company's largest publication is the daily Today's News-Herald newspaper. River City Newspapers' philosophy and strategy involve a commitment to seeking continuous improvement of information and advertising products by achieving excellence in customer service, content and understanding of River City Newspapers' market and customers.




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Stores Get "Huge Win" In Long Black Weekend
 

Black FridayThe big news is that Americans headed into the holidays in record numbers during Thanksgiving weekend, with 247 million shoppers going to stores and websites. That translates into a 6% increase in unique shoppers from last year, according to the National Retail Federation, with spending reaching $59.1 billion, up 12% from last year. Apparel and gift cards (apparently not just for last-minute shoppers) were the most-often purchased items. And 80% of shoppers also bought non-gift-related items.

But the bigger news, for consumers and retailers alike, is a brand new kind of marketing convergence, whereby Thanksgiving Day doorbusters ate Black Friday, and constant online specials devoured Cyber Monday. And both tablet and mobile sales are snacking away at in-store and online purchases, creating a blur of buying. "Black Friday has become a five-day weekend. Every day is Cyber Monday, and every day is Black Friday," said Matthew Shay, National Retail Federation President and CEO, in a conference call detailing the results. "It's become a distinction without a difference."

Added Shay, "This was a huge win for retailers, with more people shopping every single day of the weekend."

It was also a triumphant moment for online and multichannel stores. For the first time, more people shopped online than at such discount stores as Walmart and Target.

Shoppers spent an average of $423 over the holiday weekend, up from $398 last year. Of that, the average person spent $172 online, or 41% of total weekend spending, up from 38% last year.

And despite scattered protests and cranky traditionalists, shopping on Thanksgiving Day itself appears to a big hit – with the NRF survey conducted by BIGInsight reporting that 28% of the weekend's shoppers hit stores by midnight, up from 24.4% last year.

"Buying on Thanksgiving was much steadier than it was last year," said Ramesh Swamy, a senior leader for Deloitte's retail and distribution practice, who started prowling West Coast malls at 6 a.m. Thanksgiving morning. "And the earlier openings have changed the dynamics. Last year, I saw mostly younger people. But with this year's earlier openings, I saw many more families shopping together. And overall, stores were much better prepared for Thanksgiving Day, and doing a much better job executing their specials."

© MediaPost Communications 2012

 
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Godengo+Texterity 2012 Publisher Monetization Survey
Says Most Publishers Sell Integrated Ad Packages

Godengo+TexterityGodengo+Texterity, a leading provider of digital and mobile publishing solutions, conducted an online survey of all their publishing partners from August – September 2012. The 139 respondents included publishers and their teams from consumer, B2B, association, academic, city and regional and corporate sectors.

According to the survey, 51% of the respondents said they sell ad packages across media channels "to some degree," 37% said they sell integrated ad packages "very much so" and only 13% said they do not sell integrated ad packages at all.

When asked which media channels their largest advertisers use, the publishers said:

Print:
Web:
Digital:
Email Newsletter:
Mobile:
Social:
Direct Mail:
Broadcast:
Outdoor:
Other:
94%
69%
49%
40%
13%
13%
9%
8%
6%
6%

When asked how their advertisers ad spend was allocated, publishers reported:

Print:
Web:
Digital:
Email Newsletter:
Broadcast:
Other:
77%
9%
6%
2%
2%
4 %

The survey also found most advertisers are willing to spend additional money on cross-channel media campaigns with 85% taking the time to create ads for each medium. Publishers reported that having a mobile presence was important to their advertisers.

VIEW THE COMPLETE SURVEY

© MediaPost Communications 2012


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Events Calendar

Event CalendarNiche Magazine Conference
February 11 – 12, 2013
Tempe, AZ
www.nicheconference.com

INMA Innovative Advertising Seminar
February 11 – 12, 2013
Miami, FL
www.inma.org

IFPA Publisher Summit
February 21 – 23, 2013
Las Vegas, NV
www.freepaperconference.com

Local Media Association Mega Conference:
MultiMedia Key Executives Conferences
New Orleans, LA
February 17 – 20, 2013
www.mega-conference.com

NAA: Transformational Content Strategies
February 28 – March 1, 2013
Arlington, VA
www.naa.org

If you have an event that you would like to announce,
please send your information to e-newsletter@verifiedaudit.com.



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Consumers' and Marketers' Response to
Digital and Traditional Advertising

New research from Adobe Systems Incorporated, The State of Online Advertising, exposes new insights into the beliefs of both consumers and professional marketers that traditional marketing is still more effective than online marketing. According to the online survey, "print magazines" and "while watching a favorite TV show" are the two most preferred places to look at an ad, as rated by consumers and marketers.

Consumers' Planned Top Gift Selections

Respondents were presented with 17 statements about marketing and advertisements and asked with which they agree. Two-thirds agreed that a video is worth 1,000 words and that user product reviews are the best source of truth.

Key Findings in Bold:

68% of consumers find online ads "annoying" and "distracting"

Consumers' Planned Top Gift Selections

"Like" encourages consumers to "check out" a product, but doesn't translate to sales

Consumers' Planned Top Gift Selections

Consumers and marketing professionals agree that marketing is valued, strategic to business and paramount to driving sales

Consumers' Planned Top Gift Selections

Professional advertising is the most effective form of advertising, 27% of marketers believe that user-generated content is the most popular form of online advertising

Consumers' Planned Top Gift Selections

53% of consumers think most marketing is a bunch of B.S.; 44% of consumers feel advertising works better on women than men

Consumers' Planned Top Gift Selections

N.B. The data points referenced above come from a study commissioned by Adobe, produced by research firm Edelman Berland and conducted as an online survey among a nationally representative sample of 1,000 adults, 18 years or older, and 250 professional marketers in the United States. Interviewing took place from October 8 to 16, 2012. The margin of error is +/- 3% for consumers and 6% for marketers, and may be considered as a benchmark for further exploration.

ADDITIONAL INFO & ACCESS TO PDF REPORT

© MediaPost Communications 2012


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Tips & Techniques:
Converting Subscribers From Print to Digital-Only

As the media landscape continues to evolve, some publishers have begun to switch circulation strategy to significantly increase their digital-only circulation or even eliminate their print product and go digital-only (no print product). When converting print subscribers to digital-only subscribers (both paid and requested), please use the following general guidelines:
  • All subscribers must be notified about the changes to the subscription status in advance of the change. Subscribers must be offered the chance to continue with the digital-only subscription, convert to a different publication (if available) or receive a refund for the remaining issues (if paid).

  • The subscriber can be kept on as a qualified paid digital-only as long as they opt-in to receive the digital-only publication. A record of the opt-in and original payment will need to be maintained for the digital-only subscription.

  • For requested publications, the subscriber must also opt-in to receive the digital-only publication. However, unless complete qualification information and a signature/date or unique personal identifier are captured, this opt-in does not count as a subscription requalification.

  • If the subscriber does not opt-in to the paid digital-only subscription, the publisher should issue a refund or switch the subscriber to a different publication (if available).

  • Publishers may offer incentives to subscribers to convert them from print to digital-only such as bonus issues, premiums, etc.

Please refer to Verified's Information & Resource Guide for additional information regarding auditing digital editions. If you have any questions regarding converting subscribers from print to digital-only, please contact Verified at 415-461-6006.

 


Please send comments and story ideas to e-newsletter@verifiedaudit.com or contact us at:

Verified Audit Circulation
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Larkspur, CA 94939-1758
415.461.6006
415.461.6007 fax


2012 Verified Audit Circulation