Verified Audit CirculationViewPoint
April 2014

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This Month's Features:

Verified Would Like to Welcome...
We've Finally Settled In!
The Future of Online Publishers: Three Key Trends
YouTube The Most Engaging Social Site
Events Calendar
NAA: Newspaper Ad Revs Fell in 2013, Digital Slightly Up
Tips & Techniques: Social Media Platforms That Can Be Included in an Audit Report

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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 the city's hometown newspaper, delivering daily local coverage to city residents, workers and visitors. They report on local, national, world and sports events. Their approach to reporting, publishing and distribution puts them at the forefront of the dynamic changes advancing the news industry. Using a direct marketing approach, the Examiner is delivered free to households throughout San Francisco and the Peninsula. The paper is also available by rack distribution in high-impact commuter locations, upscale neighborhoods and, of course, digitally through apps and their website.

Industrial Hygiene NewsIndustrial Hygiene News
Rimbach Publishing, Inc.
Pittsburgh, PA
Industrial Hygiene News serves professionals in the manufacturing, oil/gas/petroleum, mining and chemical industries, as well as local and national government, and utilities, contractors/service firms, medical/research and other industries. Qualified recipients are the Safety, Industrial Hygiene, Environment Health & Safety; Emergency Managements, HAZMAT; Heath/Scientific; Engineering; Corporate & Operations Management and other job functions.


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We've Finally Settled In!

Verified is on the Move!We're excited to announce that Verified Audit Circulation moved into a new office space on April 14, 2014. Our 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.

Please send all future correspondence to our new address.

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The Future of Online Publishers: Three Key Trends

The Future of Online Publishers: Three Key TrendsLast month, a spotlight presentation at the iMedia Brand Summit highlighted a programmatic success story. New measurement techniques and technologies have emerged that are changing the way the online display advertising and search markets work for both advertisers and publishers. Let's take a closer look at this changing playing field and what it means for publishers.

Brands are organizing around omnichannel strategies. As brands continue to focus on their omnichannel strategy development, one of the biggest challenges they face is connecting customer interactions across all channels, from online to offline, across email, social, web and mobile. The purpose of omnichannel marketing is to deliver personalized, contextually relevant experiences across every channel and device through which a person interacts with a brand.

For publishers, supporting omnichannel strategies means being able to provide marketers with a comprehensive, holistic view of advertising touchpoints delivered per individual, whether it occurs on a website, social network, mobile device or any combination thereof.

Moreover, publishers can further increase the value of their inventory by fine-tuning the way their content is delivered across channels, and by creating more innovative options for advertisers to choose from, such as delivering creative on emerging channels, providing time of day/day of week packaging, creating messaging continuity across devices and delivering cross channel analytics to attract higher advertising spends.

Cross-channel measurement has evolved. Advertisers are becoming much more savvy about how they measure and optimize digital performance. Marketers are increasingly shying away from upper-funnel metrics that fail to demonstrate accountability, such as impressions and clicks, and instead looking towards lower-funnel metrics, such as conversions and revenue.

As advertisers increasingly demand more sophisticated, accurate, bottom-of-the-funnel metrics to assess performance, publishers that sell inventory on a direct basis will need to step up their analytics offering to show the measurable impact they are delivering. By providing audience-level analytics, engagement metrics, the ability to integrate with advertisers' cross-channel attribution systems and a provision for advertisers to scale up their spends in real-time based on performance, publishers and ad networks will truly differentiate themselves and be better positioned to attract more advertising dollars.

Investment in DSPs and RTBs is on the rise. In addition to buying directly from publishers, marketers are increasingly relying on demand-side platforms (DSPs) and real-time bidding (RTB) tools to manage and optimize their search and display advertising. Programmatic buying companies like Criteo and Rocket Fuel are providing enhanced value to advertisers by providing deeper audience intelligence and replacing last-click conversion data with far more useful, fractionally attributed metrics that advertisers want to optimize for, like revenue and conversions.

In order to make their businesses successful in a DSP and RTB-enabled world, publishers must move beyond traditional impressions and clicks and provide advertisers with progressively more useful and insightful audience data, analytics and optimization. Since the true differentiation in programmatic buying is efficiency in audience segmentation, the game is no longer about the volume of visits a publisher-website offers, but the quality of interaction and the measurable impact generated for the brands that advertise with them.

The online advertising ecosystem is evolving – and fast. Now is not the time for publishers to be complacent. Instead, they must innovate and respond to evolving advertiser requirements.

© MediaPost Communications 2014


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YouTube The Most Engaging Social Site

According to the first edition of Shareaholic's "Social Referrals That Matter" Report, a look at the average visit duration, pages per visit, and bounce rate for visitors referred to sites from each of the top eight social media platforms, YouTube drives the most engaged traffic. Danny Wong writes that the findings are represented as average values over the last six months for their respective categories.

Four of Five American Consumers Ignore Online Ads Most Frequently

Six noteworthy findings says the report:

  1. YouTube!YouTube is the undisputed champion, driving the most engaged traffic. These referrals have the lowest average bounce rate, the highest pages per visit and the longest visit duration. Why visitors from YouTube are so engaged, says the report, is because video watchers are especially receptive to links within video descriptions which complement the audio + visual content they just consumed. Viewers are used to spending minutes or hours educating and entertaining themselves with awesome video and may have fewer qualms about taking extra time to discover more great content post-click.

  2. Though Google+ and LinkedIn drive the fewest social referrals, they bring in some of the best visitors. Google+ users, on average, find themselves spending more than 3 minutes diving into things shared by connections in their circles, while LinkedIn users generally spend 2 minutes and 13 seconds on each link they click. Now may be the time to invest in building communities within those networks if engagement really matters to your business, suggests the report.

  3. A referral from Twitter is as good as a referral from Facebook in terms of bounce rate, pages per visit and time on site, notes the report. In 4th place, Twitter and Facebook are tied. Both types of visitors bounce the same, while Twitter wins the pages-per-visit category, and Facebook users tend to spend more time on a site post-click than Twitter users do.

  4. Pinterest isn't the social media golden child we all play it up to be, observes Wong. Pinners bounce as often as Facebook users and Tweeps do but view fewer pages per visit and spend considerably less time on site than almost all of its counterparts, with the exception of StumbleUpon.

  5. Reddit users are the most fickle. Redditors are the most likely to abandon sites on average, 70.2% bounce. For marketers, Reddit is a tough nut to crack, opines the report. Its uber-loyal users are increasingly selective about the content that gets upvoted and are eager to downvote things they disagree with.

  6. StumbleUpon drives the least engaged referrals. Post-click, users view a meager 1.5 pages per visit and spend 54.1 seconds on site. It would appear that StumbleUpon's click-heavy focus makes users trigger happy. Users stumble to the next thing rather than immerse themselves in the web page that StumbleUpon recommends, concludes the report.


© MediaPost Communications 2014

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Events Calendar

Events CalendarINMA World Congress
May 11 – 13, 2014
San Francisco, CA

CRMA 38th Annual Conference
May 17– 19, 2014
Washington, DC

MPA-IMAG Independent Magazine Media Conference
May 19 – 21, 2014
Washington, DC

NEACE Spring Conference
May 18 – 20, 2014
Lenox, MA

Annual Gracie Awards Gala
May 20, 2014
Beverly Hills, CA

May 28 – 30, 2014
Charlottetown, PEI

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


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NAA: Newspaper Ad Revs Fell in 2013, Digital Slightly Up

Total newspaper revenues, including advertising and circulation, fell 2.5% from $38.6 billion in 2012 to $37.5 billion in 2013, according to the latest figures from the Newspaper Association of America (NAA). Annual comparisons are now the only benchmark for measuring the newspaper industry's performance, as the NAA stopped releasing quarterly figures at the end of 2013.

Total advertising revenues fell 6.5% to $23.6 billion, according to the NAA, while circulation revenues increased 3.7% to $10.9 billion. Print advertising slipped 8.6% to $17.3 billion, and niche/non-daily advertising was down 5.8% to $1.45 billion.

These losses were slightly offset by increases in digital advertising, up 1.5% to $3.42 billion, and direct marketing, up 2.4% to $1.4 billion. Pure-play digital ad revenues increased 14%, while mobile ad revenues rose 77% – yet mobile still contributes less than 1% of total ad revenues.

Other sources of revenue, including digital agency and marketing services, increased 5% to $3.5 billion.

In terms of ad categories, retail and national advertising both fell 8%, while classified revenues dropped 10.5%.

The growth in circulation revenue follows the implementation of digital subscriptions by many newspaper publishers, which typically allow readers to see a certain number of articles for free before requiring them to pay for online access. However, the rate of increase in circulation revenues may already be slowing: 2013's 3.7% rise, an increase of $421 million, is smaller in both percentage and dollar terms than 2012's gain of 4.5% or $460 million.

It's also worth noting that newspapers' digital advertising revenues are growing at a much slower rate than Internet advertising overall, which jumped 17% from 2012–2013, according to separate figures from the Interactive Advertising Bureau.

Taking a longer view, newspapers' total advertising revenues in 2013 were down 52.3% from a peak value of $49.4 billion in 2005. Total newspaper ad revenues have declined every year since 2006.

© MediaPost Communications 2014

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Tips & Techniques:
Social Media Platforms That Can Be Included in an Audit Report

As social media becomes more prevalent, publishers have embraced social media with increased enthusiasm. In addition to Facebook "Likes," publishers can include other social media platforms in their Verified Audit Report and Publisher's Statements.

Social Media Platforms Foursquare
Foursquare is a location-based mobile platform that allows users to "check in" at locations via apps or SMS by selecting from a list of venues the application locates nearby. Publishers can report registered Foursquare "Followers" who are users who "follow" the publication's page.
Social Media Platforms  Google+
Google+ is Google's social networking service that allows businesses to create custom pages and distribution content to Google users. Publishers can report "Circle Members" who are individual Google+ users who have "circled" a publisher's Google+ page.
Social Media Platforms  Instagram
Instagram is a free photo-sharing program that allows users to take photos, apply a digital filter and share the images with other Instagram users as well as other social networking sites such as Facebook, Twitter or Tumblr. Publishers can report "Followers" who are Instagram users who follow the publisher's photo feeds.
Social Media Platforms  LinkedIn
LinkedIn is a business-oriented social networking site mainly used by business professionals. Publishers can report "Members" who are LinkedIn users who have clicked the "join group" button on the publisher's page.
Social Media Platforms  Pinterest
Pinterest is a pin-board style content-sharing site that allows users to "pin" images to their theme-based "pinboards." Users can re-pin content from others' pages, pin content from other sites and share their pinned content via other social networking sites. Publishers can report "Followers" who are Pinterest users who follow a publisher's Pinterest page.
Social Media Platforms  Tumblr
Tumblr is a micro-blogging platform used to post text, images, videos, links, quotes and audio to their short-form blog, named "tumblelog." Publishers can report "Users" you are registered Tumblr users that can follow other users and reblog posts to appear on their personal Tumblrs.
Social Media Platforms  Twitter
Twitter is a real-time micro-blogging service that enables users to send and read text-based message of up to 140 characters known as "tweets." Publishers can report "Followers" who are registered Twitter users who receive the publication's tweets on their Twitter page.

Please send comments and story ideas to
or contact us at:

Verified Audit Circulation
900 Larkspur Landing Circle, Suite 230
Larkspur, CA 94939-1758
415.461.6007 fax

2014 Verified Audit Circulation