Verified Audit CirculationViewPoint
July 2013

Subscribe    Back to Home    Past Issues

This Month's Features:

Verified Would Like to Welcome...
Verified Announces Discontinuation of Print and Digital Unduplicated Category
Pet Spending Passes $60 Billion
Events Calendar
The Doctor is in...the Magazine Business
Tips & Techniques: Integrated Databases

Back to Top
Verified Would Like to Welcome...

Consulting-Specifying EngineeringConsulting-Specifying Engineer
Oakbrook, IL
Consulting-Specifying Engineer reaches management and engineering professionals who design, specify and commission mechanical, electrical, plumbing, fire/life safety and control systems for nonresidential buildings. Consulting-Specifying Engineer covers issue from sustainability to safety and from design and specification to lifecycle performance. Consulting-Specifying Engineer reaches its audience through its magazine, e-newsletter, the website, educational webcasts and social media.

Control EngineeringControl Engineering
Oakbrook, IL
Control Engineering reaches automation engineering professionals who design, implement, maintain and manage control/instrumentation systems, components and equipment. Control Engineering provides comprehensive coverage of automation technologies and applications across process, discrete and hybrid industries. Control Engineering reaches its audience through its magazine, e-newsletter, the website and online events.

Back to Top
Verified Announces Discontinuation of
Print and Digital Unduplicated Category

Discontinuation of Print and Digital Unduplicated CategoryVerified has announced that the "Print & Digital Unduplicated" category will no longer appear on Verified Audit Circulation reports (Audit Reports and Publisher's Statements) for B2B magazines. Subscribers who have requested or paid to receive both versions of a publication will now be counted twice, once in the "Print" category and once in the "Digital" category. A "Total Qualified Unduplicated" category will include the number of unique recipients.

This change is effective with June 2013 reports.


An updated Information & Resource Guide, including additional details regarding reporting paid and digital circulation, will be released in the fourth quarter of 2013.

If you have any questions or concerns in the meantime, please contact Verified at 415-461-6006.

Back to Top
Pet Spending Passes $60 Billion

Pet Spending Passes $60 BillionConsumer spending in the U.S. pet market will reach $62 billion in 2013, up 4.7% over 2012, according to U.S. Pet Market Outlook 2013–2014, a recently released study from market research firm Packaged Facts.

Veterinary services and pet food make up the bulk of the market, with more than $21 billion each in sales projected for 2013. However, nonmedical pet services – which includes grooming, boarding, training and pet sitting/walking services – is growing at the fastest rate, at 6.0% annually.

While dogs account for two-thirds of sales in the overall pet products and services market, they are showered with 90% of the spending in this nonmedical services category.

Although the country has not yet completely emerged from its economic depression, the pet industry continues to perform. Pet product shoppers were not immune to the Great Recession's effects, but the most recent Packaged Facts Pet Owners Survey shows that they are becoming less price-sensitive than in years past, a trend borne out in the sales data.

Sales in grocery stores have been relatively flat, but pet owners have continued to migrate to pet specialty channels, which focus more on the high-end market.

Part of the trend in the continuing momentum for natural pet food products, as seen in the embrace of natural products by industry heavy hitters ranging from Purina to Hill's Science Diet to Walmart, as well as in merger and acquisition activity such as Merrick's acquisition of Castor & Pollux and Del Monte's acquisition of Natural Balance.

Notably, pet ownership among younger adults has jumped to its highest level in years.

"Half of the adults in their 20s have a dog in the household, up from only a third a decade ago," said David Sprinkle, Research Director for Packaged Facts.

Across the pet products and services market, pet health has proven to be a particularly successful sales driver. As the pet population has aged, the interest by big players such as Bayer and Perrigo has increased. Zoetis, Pfizer's spinoff of its animal health division, received considerable attention from investors.

The humanization of pets continues as a strong trend, with manufacturers and retailers introducing everything from human-style food to temporary tattoos for pets.

© MediaPost Communications 2013

Back to Top
Events Calendar

Events CalendarNational Newspaper Association 127th Convention & Trade Show
September 12 – 15, 2013
Phoenix, AZ

Programmatic I/O
September 16, 2013
New York, NY

Local Media Association Fall Conference
September 17 – 20, 2013
St Louis, MO

IFPA Fall Joint Conference
September 19 – 21 2013
Pentagon City, DC

Publishing Business Conference & Expo
September 23 – 25, 2013
New York, NY

IAB MIXX Conference
September 23 – 24, 2013
New York, NY

7th Annual Hispanic Advertising and Media Conference
September 26, 2013
New York, NY

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


Back to Top
The Doctor is in...the Magazine Business

by Mary Berner

Dr. Oz Launches New MagazineAccording to pundits, the magazine industry has been in critical condition. So why did Dr. Oz – whose good sense and business savvy few would doubt – announce recently that he is launching a new lifestyle magazine with Hearst?

Every report of the demise of magazines inevitably cites a decline in newsstand sales, a metric which remains the most quoted industry barometer, despite the fact that it's not an accurate reflection of consumer demand. Today, newsstand sales account for less than 10% of total paid circulation. Decreases in that area are largely the byproduct of secular brick-and-mortar retail trends, as well as a shift in consumer preference in where and how they purchase their magazines.

Consumer demand for magazine media – across all platforms – isn't just holding steady, it's growing. The audience in print and on tablets is up 2%. The readership for print rose 2% this spring, and tablet audiences alone grew 72.9% since last year. There are nearly 312 million print magazines in circulation in the U.S., where the total population is just under 314 million. So in print copies alone, magazines have the country covered.

Some might argue that these numbers reflect the tastes of an aging readership. Wrong. Magazines are widely popular across age groups, with 91% of adults 18 and over reading them. 96% of 18- to 24-year olds read print magazines and, on average, adults under 25 read more print and digital magazines per month than adults of all ages. Contrast this to yet another year of falling ratings for television, where, as reported by Screen Rant, 65% of new network shows are typically canceled within the first season.

Surely, Dr. Oz and Hearst Magazines know these numbers well – as do the publishers of well over 200 magazine titles that launched in 2012 (a 7% increase over 2011, according to MediaFinder). Despite the attention paid to magazine closures, it's worth noting that more than twice as many magazines were launched last year than folded.

It might be trendy to argue that digital is the final nail in the magazine industry's coffin, but it's also dead wrong. If any medium is well positioned to thrive across platforms, devices and formats, it's this one. Core to our DNA are brands that are both trusted and enduring. Magazines, unlike other media, have brand equity that is built from a unique convergence of content and community around the specific interests and passions of consumers.

The ability to extend our brands through multiple platforms – print, mobile, Web, tablet and even experiential – and through an increasingly wide range of formats – print, photos and video – is not just exciting for those of us in the industry, but more importantly, to the hundreds of millions of consumers who love magazines. Readers are hungry to extend and deepen their relationship with magazine brands, and publishers have found that reader engagement levels on tablets are equal to or better than print for both content and ads.

If you take into account that Hearst and so many others continue to launch new magazines, and the indisputable facts pointing to the industry's vitality, it's clear that it's a good time to be in the magazine business. Dr. Oz clearly thinks so, and who would doubt his diagnosis?


© MediaPost Communications 2013

Back to Top
Tips & Techniques: Integrated Databases

Integrated Databases An integrated database is defined as a relational database that captures an individual's name and contact details within the file, gives that individual a unique identifier and stores other information required to qualify the individual (such as job title and job function) and any other required demographic data. The database is able to link the individual with the various channels that he/she is engaged with such as magazines, newsletters, webinars, tradeshows, etc.

The integrated database records all transactions the individual has with the various media channels and the date of the transaction. The publisher must be able to provide the source and date of all the activity. For example, an individual may request to receive the magazine on 12/8/12, sign up to receive the e-newsletter on 3/5/13 and attend a tradeshow on 7/28/13. Each of the actions must be trackable.

An Integrated Database Audit is a "snapshot" with the database set frozen at a point in time. It does not reflect an average.

For the audit, the publisher must be able to determine from the file the net number of unique individuals it contains.

If you have questions about integrated databases, please call 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

2013 Verified Audit Circulation