Verified Audit CirculationViewPoint
March 2013

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This Month's Features:

Verified Would Like to Welcome...
U.S. Ad Economy Expands For Third Consecutive Year
Newspapers Remain Top Sports Source For Men
Events Calendar
Citizen Journalists Recognized By Global Traditional Media
Tips & Techniques: Newspapers in Education (NIE)

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Verified Would Like to Welcome...

Isanti-Chisago County StarPlant Engineering
CFE Media
Oak Brook, IL
Plant Engineering reaches plant engineers, managers and maintenance professionals who have direct influence on plant performance and productivity. Plant Engineering delivers plant-floor knowledge and expertise to help manufacturers operate smarter, safer and more efficiently. Plant Engineering reaches its audience through its magazine, enewsletters, its website and through events.

Isanti-Chisago County StarThe Valley Chronicle
2091 West Florida #140
Hemet, CA 92545
The Valley Chronicle is a community newspaper located in Hemet, California. Content covers local news, sports, entertainment, education and opinion in Hemet and San Jacinto.

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U.S. Ad Economy Expands For Third Consecutive Year:
Big, Mid-Tail Advertisers Biggest Factors

Buoyed by big and mid-tail advertisers, the U.S. advertising marketplace expanded for its third consecutive year, albeit at a relatively modest 3% rate of growth, according to estimates released by WPP's Kantar Media unit. The estimates, which are based on ad placements tracked by Kantar Media, show that mid-size advertisers increased the most, while ad spending by small advertisers was flat.

But the biggest contributor, according to Kantar Media Chief Research Officer Jon Swallen, was the resurgence of ad spending by the biggest advertisers.

Thanks to incremental stimuli such as the Summer Olympic Games and political campaign spending, the total U.S. ad market grew by more than $4 billion. That said, the expiration of those incremental factors slowed the U.S. ad expansion with the fourth quarter growing only 2%.

"Large advertisers also played a significant role," stated Swallen, adding: "After reducing their media budgets in 2011 as a precaution against slowing economic growth, the top 100 marketers reversed course in 2012 and invested more."

The top 100 advertisers expanded their ad spending 3% during 2012, while 101–250 increased 7% and those ranked 251–1,000 grew 5%.

But even among the biggies, the picture was decidedly mixed.

No. 1 advertiser Procter & Gamble cut spending 5% last year, while media and telecommunications giant Comcast surged 10%, catapulting itself into the No. 2 position and replacing AT&T and General Motors, which slashed spending 14% and 7%, respectively. In total, spending by the top 10 advertisers fell 2%.

Verified Circle of Excellence Winners

© MediaPost Communications 2013


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Newspapers Remain Top Sports Source For Men

Sports!Between social media, mobile and cable TV, sports news outlets have been proliferating – but newspapers are still the top source for sports news for sports fans. Among male sports fans ages 18–54, 76% cited the sports section of their local newspaper website as one of their "go-to" sources for sports news, while 69% cited the print edition.

That compares with 66% for, 46% for league sites, 45% for Yahoo, and 45% for ESPN SportsCenter. Further down the list, 33% said sports talk radio and 23% said Sports Illustrated or

The finds are from a survey by M/A/R/C for the Newspaper National Network. The poll of 716 men ages 18–54, including in-depth interviews with 404, found that this key audience demo prefers both print and online newspapers to any other source for sports content.

Even more striking, men ages 18–54 who didn't classify themselves as regular newspaper readers still cited newspaper websites as their top source of sports news.

Overall, 75% of nonregular readers cited newspaper websites as a go-to source, compared to 71% for, 40% for Yahoo, and 38% for ESPN SportsCenter. Sports talk radio trailed at 27%, and Sports Illustrated and came in at 16% and 13% among nonregular readers.

Newspapers' advantage was qualitative as well. Among regular readers, 72% said sports content from newspapers was superior to any other source, and 62% said they get news and analysis they can't find anywhere else.

In addition, 88% of regular readers said reading sports coverage in newspapers is relaxing, and 79% said it's an important part of their regular routine. Interestingly, regular newspaper readers were also more likely to characterize themselves as avid sports fans, with 72% self-identifying this way, compared to just 45% of nonregular readers.

On the advertising front, regular readers also showed a propensity to respond to newspaper advertising. Among men ages 18–54 who read the newspaper regularly, 41% said they considered purchasing an advertised product or service, 33% said they visited an advertiser's website, 25% visited a store or dealer for that product or service, and 19% actually purchased the product or service. | MORE

© MediaPost Communications 2013

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Events Calendar

Event CalendarINK + BEYOND 2013
May 1 – 3, 2013
Ottawa, ON

World Press Freedom Day
May 3, 2013

Community Papers of Florida Annual Conference
May 3 – 4, 2013
Orlando, FL

CRMA 37th Annual Conference
May 18 – 20, 2013
Atlanta, GA

MPA-IMAG Independent Magazine Media Conference
May 20 – 22, 2013
New Orleans, LA

NEACE Spring Conference
May 19 – 21, 2013
Meredith, NH

38th Annual Gracie Awards Gala
May 21, 2013
Beverly Hills, CA

RampUp 2013 – The LiveRamp Summit
May 30, 2013
Mountain View, CA

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

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Citizen Journalists Recognized By Global Traditional Media

World Summit on the Information SocietyIn the context of the World Summit on the Information Society (WSIS) conference recently held in Paris, the World Association of Newspapers and News Publishers (WAN-IFRA) and the World Editors Forum (WEF) panel focused on ethics and the role of traditional media in the digital age. When everyone has the ability, says the report, to blog, tweet and publish, traditional media has a greater responsibility to provide ethical, credible journalism.

The report notes that in the digital environment, when the source of information is often unknown, it becomes more difficult to determine credibility. Is the source supporting a hidden point of view? Is the blogger offering to promote products for a fee? Does the ethical culture transfer to the online environment? The panelists explored how the tenets of traditional media, quality editorial, credibility and ethical reporting, and investigative journalism, translate in the new media landscape.

Said Larry Kilman, Deputy CEO of WAN-IFRA and the panel moderator, "All too often, discussions about the information society focus on telecommunications and delivery platforms, but the focus should really center on the content being delivered. We have the opportunity to discuss the role of the traditional media in the new media landscape, but the role should be self-evident: to provide the credible information necessary for citizens to make informed decisions in society."

Said Annette Novak, WEF Board member and Vice-president of the Fojo Media Institute, "Democracy is served by a broad media landscape. News is about content, not platform. Funding for quality content should go to platforms chosen by the present, this is mobile devices."

Novac went on to say that "managing the online debate is pivotal" and that "guaranteeing journalistic transparency has become vital to the independence of news outlets given the reliance on citizen journalists who play the role formerly occupied by foreign correspondents."

Amadou Mahta Ba, CEO of the African Media Initiative, said "Mobile phones are now a universal right. By 2015, there will be one billion mobile phones in Africa. News content [must be] available on mobile phones for the development of humanity."

Concluded Philippe Massonnet, Global News Director at Agence France-Presse, "Traditional media is new media. Being on the ground is gold. Whether it is a traditional foreign correspondent or a citizen journalist, our role as content providers is to check and double check our sources."

The World Summit on the Information Society provides a forum for discussion of the opportunities of the new information and communication environment, and addresses challenges such as the inequality in access to information and communication called the "digital divide."

© MediaPost Communications 2013

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Tips & Techniques: Newspapers in Education (NIE)

Newspapers in Education (NIE) is defined as copies (either single copy or subscription) delivered to qualified education institutions. NIE copies may be print or digital. Copies should be designated for educational purposes such as current events, literacy, job skills, etc.

NIE copies must be paid for by classroom funds or by individuals or businesses. Publications may not pay for the NIE copies themselves. For the audit, please maintain detailed financial records of payments and debits to the NIE account. At least $.01 must be collected per copy or subscription. Verified recommends setting up a subscriber account for each individual educational institution so that financial records and delivery information may be tracked for each location.

NIE forms must be kept on file to confirm the instructor's request. Delivery records must be maintained showing regular distribution to institutions.

Digital NIE copies must meet all requirements established for print NIE circulation.

To qualify more than a single copy per classroom, an instructor must request the number of licenses they wish to receive for their students. This request must be kept on file for the audit. The same username and password may be used for multiple licenses in a single classroom.

If you have questions regarding NIE, please contact Verified at 415-461-6006.

Please send comments and story ideas to
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Verified Audit Circulation
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Larkspur, CA 94939-1758
415.461.6007 fax

2013 Verified Audit Circulation