Verified Audit CirculationViewPoint
January 2013

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This Month's Features:

Verified Would Like to Welcome...
Magazine Launches Outpace Closures in 2012
Three Pinterest Metrics You Should Pay Attention To
Events Calendar
World Press Trends
Tips & Techniques: Publicity Guidelines

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Verified Would Like to Welcome...

Western news&info, inc.Anoka County Record
Anoka County Record
Columbia Heights, MN
The Anoka County Record is a biweekly free publication of government news from Anoka County, Minnesota. It covers the county board, 20 cities, nine school districts, one township, one conservative district and surrounding areas. It also covers actions of the Minnesota Legislature that may affect the Anoka County area. Also included in each issue is a listing of all government and quasi-government meetings being held throughout the county.

Western news&info, inc.Williams-Grand Canyon News
Western News&Info, Inc.
Williams, AZ
The Williams-Grand Canyon News dates back to 1889 and is actually two newspapers put into one. The Williams section covers news about northern Arizona along with local Williams news, sports and events. This section also includes news from Parks and Ash Fork. The Grand Canyon section is an in-depth look into the area around the Canyon, including Tusayan, Valle and the National Park.

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Magazine Launches Outpace Closures in 2012

MediaFinder.comThere were 227 new magazines launched in 2012, according to, an online database of magazines owned by Oxbridge Communications. Launches significantly outpaced closures, with just 82 magazines shuttered during the year.

The number of new magazines launches was down slightly from 2011, when 239 new magazines debuted. The number of closures dropped even more dramatically, from 152 in 2011.

While the tally of new magazines shows continued interest in print publishing, it's worth noting that the closures included some major titles like Newsweek and, more recently, Martha Stewart Living Omnimedia's Whole Living and Sporting News. Other magazines that closed during 2012 included Nintendo Power, PlayStation: The Official Magazine, NFL Magazine, Healthy Cooking and Caribbean Life & Travel.

Magazine Launches

Magazines launched (or relaunched) in 2012 included Du Jour, a luxury title launched by Jason Binn; Best Life, resurrected by Rodale after several years in magazine purgatory; and Ranger Rick Jr.

The most popular categories for new launches included regional interest, with 24 new magazines; lifestyle, with 18 new magazines; crafts, also with 18 new magazines; and food, with 14 new magazines. | READ MORE

© MediaPost Communications 2012

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Three Pinterest Metrics You Should Pay Attention To

PinterestPinterest, the visual-focused social sharing startup, has become the number three social network in the United States. For brands looking to establish strong social media campaigns, creating a presence on Pinterest is only the first step. Monitoring and using analytics on campaign activity is essential to understanding the interests of your audience and the effectiveness of your strategies.

Clicks Per Pin
Clicks per pin measure the actual clicks generated by a Pinterest pin (similar to click-through rates). This metric shows the best content and strategies which engage your audience thereby showing which pins generate more visits, which pins have higher interaction, etc.

Re-pins Per Pin
Re-pins per pin measure the potential for any pin to go viral. A study by RJMetrics shows that more than 80% of pins are re-pins. Users of Pinterest tend to share more amongst themselves and with the community at large. The re-pin metric illustrates which posts prove most effective in expanding brand presence. It may also show which content may not fit to your audience.

Average Visit Duration
The average visit duration can be on a pin-by-pin or aggregate basis. This metric provides insights into what content drives your audience. Longer visits mean more pages visited and increased engagement.

Pinterest analytics tools are relatively new to the market and are transforming constantly. Three major metrics providers are PinPuff, PinReach and Pinerly.

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Events Calendar

Event Calendar(American Marketing Association)
Analytics with Purpose: The Human Edge of Big Data
March 4, 2013
San Diego, CA

Borrell Associates Local Online Advertising Conference
March 4 – 5, 2013
New York, NY

5th Annual Women's Leadership Conference
March 6, 2013
San Francisco, CA

IAPP Global Privacy Summit
March 6 – 8, 2013
Washington, DC

NNA 2013: We Believe in Newspapers Leadership Conference
March 14, 2013
Arlington, VA

INMA Ideas Day – Advertising
March 14, 2013
Brussels, Belgium

2013 MPA Digital: Swipe
March 27 – 28, 2013
New York, NY

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

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World Press Trends

According to the World Association of Newspapers and News Publishers (WAN-IFRA), in its annual update of World Press Trends, more than half the world's adult population reads a newspaper, more than 2.5 billion in print and more than 600 million in digital form. That represents more readers and users than total global users of the Internet. But, says the report, publishers have not yet found ways to match that growth with revenues from digital platforms.

Despite people spending an increasing amount of time with digital services, overall media consumption levels have risen by only a few minutes per day to a total in excess of 400 minutes a day. Two-thirds of this time is spent with TV or radio, during which people regularly do other things at the same time.

Online Newspaper Reading Behavior

Time spent reading newspapers has remained relatively flat over the past five years, while Internet usage levels have increased by approximately 20 minutes during the same period. The big loser has been radio, where consumption levels have fallen by 11% since 2007, as people turn to the web or a music player for their music.

Newspaper advertising revenues have been declining as revenues lost in print have not been replaced by digital advertising. The study found that this decline correlates with a lack of "intensity" when it comes to digital news reading: digital news consumers spend less time and visit fewer pages on digital platforms than they do in print. The 2012 World Press Trends update found:

Despite the circulation declines in mature markets, newspaper reader levels remain high – Western Europe and North America have the highest levels of readership by region.

  • Free newspapers continue to be a factor in many markets and saw global distribution of 36 million in 2011.
  • Asia now accounts for a third of global circulation and has seen circulations grow by 16% over five years, while those in Western Europe and North America have declined by 17% during the same period.
  • Newspaper circulation grew 3.5% in Asia year-on-year, and 4.8% in the Middle East and North Africa. It fell 3.4% in Europe, 3.3% in Latin America, and 4.3% in North America. Circulation in Australasia was stable.
  • Scandinavian, along with Switzerland and Austria, continue to have the highest readership of newspapers per capita, with South Korea and Hong Kong rising to top-10 positions.
  • More than 2.5 billion people read newspapers in print at least once a week and 600 million read newspapers online. Of those online readers, 500 million read both print and online and 100 million access newspapers in their digital version only.
  • More than 40% of the world's digital audience read a newspaper online, up from 34% a year ago.
  • Newspaper paid-for circulation increased by 1.1% globally in 2011 compared with 2010, to 512 million.
  • The global newspaper audience has grown by 4.2% since 2007.

Newspapers are a 200 billion dollar annual industry. Newspaper advertising has declined 25% globally over the past five years. North America alone accounts for nearly three-quarters of this decline. Declines in Western Europe have eased in recent years.

  • Newspaper advertising revenue totaled US$96 billion in 2011, 20% of the overall ad market, down from US128 billion in 2007.
  • North America accounts for 72% of the decline in the value of newspaper advertising worldwide. Advertising declines in Western European newspapers have eased in recent years.
  • Much of the advertising revenue decline has also been in classified, which has fallen from 24% of all newspaper advertising to 19% over five years.
  • Classified has been particularly severely hit in the United States, where it has fallen by 65% in five years.

Digital Newspaper Ad Revenues
Digital is having only a small impact on newspaper revenues, says the report, compared to print. While there are some markets, notably the United States and Sweden, where digital revenues exceed 10% of all advertising, digital accounted for only an estimated 2.2% of all newspaper advertising globally last year, or 2.1 billion dollars.

  • Overall digital advertising market rose from US$ 42 billion to US$76 billion from 2007 to 2011. Only 2.2% of total newspaper advertising revenues in 2011 came from digital platforms.
  • Search advertising accounts for 58% of all digital advertising and 13% of all advertising expenditure.
  • While digital advertising revenues are growing steadily, television continues to be the dominant medium, with 40% of the world's advertising. Internet advertising is growing rapidly, but much of this is far from traditional media advertising: 58% of it comes from search.

Media Share of Global Advertising

In conclusion, says the report, the facts are hard to dismiss: the World Press Trends survey shows that newspapers are pervasive, they are part of the fabric of our societies. Our industry is stronger than many imagine.

The WAN-IFRA World Press Trends survey is the largest of its kind, containing data from more than 75 countries, representing more than 90% of global industry turnover. The 2012 report includes circulation data from over 150 countries drawn from local sources and auditing bureaus, and covers over 97% of the world's newspaper industry by turnover.

N.B. The total global print readership figure covers only daily newspapers of which there are approximately 12,000 worldwide, with a total circulation every day well in excess of half a billion. It excludes readership among non-daily and Sunday newspapers, of which there are an estimated 80,000 worldwide. These are likely have readership levels exceeding those of daily newspapers. And now there are also more than half a billion people who read their newspaper online.

WAN-IFRA website | WAN-IFRA Magazine

© MediaPost Communications 2013

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Tips & Techniques: Publicity Guidelines

When using the Verified Audit Circulation logo or making reference to Verified, there are some important guidelines that clients should follow regarding publicity.

  • Make sure that the Verified logo or reference to Verified is not used in any way that would imply that unaudited data has been audited by Verified.
  • Publishers must present data as it has been released. Publisher's must not aggregate or calculate figures across categories or reporting periods to create totals which do not appear in any report.
  • Any data that is reported must state the reporting period to which the figures are related (Verified Annual Audit Report, January 1, 2012 December 31, 2012).
  • Non-Verified audited data just be sourced as "Publisher's Claim" or other appropriate source.
  • Material reproduced from documents released by Verified must not be reproduced out of context and must convey the same meaning as it did in the original Verified report.
  • Publishers are allowed to reproduce Verified reports for their own use. However, no modification of the report is allowed and the reproduction must be completely faithful to the original in both terms of the information presented and the report format.
  • Publishers must not use the word "readership" in conjunction with data relating to the distribution of a publication.

Publisher must not publicize the content of the audit report or any Verified data before the content is released by Verified.

Publishers may not reproduce any communications by or from Verified or excerpts from communication unless direct permission has been given by Verified.

As it is not possible to detail the many different uses of the Verified logo or references to Verified that are considered acceptable or unacceptable, please contact Verified with questions at 415-461-6006.


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2013 Verified Audit Circulation