Verified Audit CirculationViewPoint
March 2014


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This Month's Features:

Verified Would Like to Welcome...
Verified is on the Move!
Four of Five American Consumers Ignore Online Ads Most Frequently
Events Calendar
Print Still Dominates Local Newspaper Reading
Tips & Techniques: Premiums for Non-paid Subscriptions


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Verified Would Like to Welcome...

San Francisco ExaminerSan Francisco Examiner
San Francisco Newspaper Company, LLC
San Francisco, CA
The San Francisco Examiner is paving the way for the future of news and changing the way people think about daily local newspapers. The Examiner uses a direct marketing approach to home deliver news to carefully selected, high-sales potential households throughout San Francisco and the Peninsula. Their exclusive local reporting, combined with national and world coverage, gives readers a complete, concise package with the news they want. The paper is delivered free and is available via rack distribution in high-impact commuter locations such as BART and Caltrain stations, upscale neighborhoods and online.

 


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Verified is on the Move!

Verified is on the Move!We're excited to announce that the Verified Audit Circulation will be moving to a new office space on April 30, 2014. Our new address is the same, but our suite number has changed:

900 Larkspur Landing Circle, Suite 230
Larkspur, CA 94939

Our phone and fax numbers will remain the same.

 



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Four of Five American Consumers
Ignore Online Ads Most Frequently

According to the results of the first annual Goo Online Advertising Survey, from Goo Technologies, 82% of Americans ignore online ads, ahead of television ads at 37%. 92% of Americans ignore at least one type of ad seen every day across six different types of media.

The online ads Americans are most likely to ignore include online banner ads (73%), followed by social media ads (62%) and search engine ads (59%). The highest wage earners, those with a household income of $100 thousand or more per year, were statistically more likely than those households making less than $50 thousand per year (86% vs. 78%, respectively) to say they ignore online ads. Overall, the 65+ age group ignored the most, while the 35–44 age group ignored the least.

Ads Among Those Ignored the Most

42% said that interactive ads are the most engaging, citing several reasons, including that they look more interesting (20%), don't feel like it's an ad at all (15%), and look new and high tech (12%).

When asked what improvements would make them pay more attention to online ads, 58% of Americans, 69% of Millennials (ages 18-34), suggested the following:

• Make the ad funny: 40%
• Make it entertaining: 32%
• Add stunning graphics: 19%

Four of Five American Consumers Ignore Online Ads Most Frequently10% of Americans even said they were more likely to pay attention to an online ad if it featured a sexy man or woman. Millennials are more likely than any other age group (21% vs. 9% of those aged 35+) to say they would pay attention to online ads if they were interactive.

"Results of the study point to a concern for advertisers," said Marcus Krüger, Executive Chairman, Goo Technologies. "Online ads have become so pervasive. Many say they are now ignoring them altogether. Consumers not only want funny, more interesting, but are also demanding more engagement with impressive graphics and interactivity." | READ MORE

© MediaPost Communications 2014



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Events Calendar

Events CalendarAmerica East Media Business and Technology Conference
March 31 – April 2, 2014
Hershey, PA
americaeast.panewsmedia.org/

Association of Free Community Papers
Annual Conference and Trade Show
April 3 – 5, 2014
Orlando, FL
www.afcp.org

Society of Professional Journalists 2014 Spring Conference
Region 4: Columbus, OH
April 4 – 5, 2014

www.spj.org

Mobile: IAB Marketplace
April 7, 2014
New York, NY
www.iab.net

Digital Media Europe 2014
April 7 – 9, 2014
London, Unite Kingdom
www.wan-ifra.org

Society of Professional Journalists 2014 Spring Conference
Region 5: Chicago, IL
April 11 – 13, 2014

www.spj.org

Society of Professional Journalists 2014 Spring Conference
Region 12: Fayetteville, AR
April 11 – 13, 2014

www.spj.org

Society of Professional Journalists 2014 Spring Conference
Region 1: Boston, MA
April 25 – 26
, 2014
www.spj.org

Society of Professional Journalists 2014 Spring Conference
Region 7: Overland Park, KS
April 25 – 26, 2014

www.spj.org

Society of Professional Journalists 2014 Spring Conference
Region 10: Portland, OR
May 2 – 3, 2014

www.spj.org

International Newspaper Marketing Association World Congress
May 11– 13, 2014
San Francisco, CA
www.inma.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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Print Still Dominates Local Newspaper Reading


Print Still Dominates Local Newspaper ReadingJust over half (55%) of the U.S. newspaper audience still reads their local newspaper in print only – with no overlapping digital consumption.

That's according to a new survey of 150 U.S. media markets conducted by Scarborough on behalf of the Newspaper Association of America (NAA). It found another 15% read their local newspapers both in print and online, while an additional 10% read newspaper content on a mobile device as well as print and online.

Just 4% read their newspaper in print and mobile, eschewing other online consumption.

Given all these numbers, it's easy to deduce that the digital-only newspaper audience (including people who avoid print and only read newspapers online, via mobile devices or both) actually remains fairly small. Indeed, just 7% of those surveyed said they read their local newspaper only online, while just 3% read it with a mobile device, and a mere 5% read it both online and with a mobile device.

That works out to 15% of the local newspaper audience using only digital channels.

The NAA also noted that total daily circulation is increasing, thanks mostly to the new digital subscription strategies adopted by newspapers in recent years. But this growth is concentrated among big national and regional newspapers.

According to the NAA analysis of 541 papers tracked by the Alliance for Audited Media, the top five papers (each with a circulation over 500,000) saw their total combined circulation jump 22.3% from mid-2012 to mid-2013.

At the same time, however, newspapers with circulation below 25,000 saw their total circulation slip 3.9%, while papers with circulation between 25,000 and 50,000 fell 4.6%. Newspapers with circulations from 50,000 to 500,000 also saw their total combined circulation decrease, although with small proportional declines.

© MediaPost Communications 2014



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Tips & Techniques: Premiums for Non-paid Subscriptions

Premiums as incentives for subscription request or renewal of non-paid publications are permissible for publications with non-paid distribution. Examples of such type of premiums include access to a white paper, receipt of a special edition, or entry into a raffle or contest. The subscription offer must clearly state the terms and conditions of the receipt of the premium or entry into the contest.

The value of the premium for a non-paid subscription does not have to conform to the requirements for a paid subscription premium. However, the value of the premium should not be so excessive that it would entice non-qualified subscribers to request or renew a subscription.

If the incentive is an opportunity to win a prize, such as a drawing for gift cards or a trip, anyone, whether qualified to receive the publication or not, who has filled out the required form must be eligible to receive the premium. The offer should clearly state that both those that qualify and do not qualify are eligible to receive the prize.

If you have questions about premiums for non-paid circulation, 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
900 Larkspur Landing Circle, Suite 295
Larkspur, CA 94939-1758
415.461.6006
415.461.6007 fax


2014 Verified Audit Circulation