Verified Audit CirculationViewPoint
May 2015

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This Month's Features:

Verified Would Like to Welcome...
Take Our Survey on Digital Media
Multicultural Consumers Fastest Growing Segment of U.S. Population
Events Calendar
NAA Reports Record Audience For Online Newspapers
Verified 2015 Audit Guides Now Available

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Verified Would Like to Welcome...

Beverage DynamicsBeverage Dynamics
EPG & Specialty Information Media
Norwalk, CT
Beverage Dynamics serves retail establishments, including liquor stores, wine stores/cellars, supermarkets, drug stores, convenience stores, wholesalers, distributors and others allied to the beverage market.

Healthcare Purchasing NewsHealthcare Purchasing News
KSR Publishing, Inc.
Sarasota, FL
Since 1977, Healthcare Purchasing News (HPN) magazine remains the only comprehensive healthcare business news magazine dedicated to reporting the information, solutions and stories about medical products and systems that affect healthcare supply chain management, monthly in print and daily online.

Grading and Excavation ContractorGrading and Excavation Contractor
Forester Media, Inc.
Santa Barbara, CA
For nearly 20 years, Grading and Excavation Contractor (GX) has provided earthmoving contractors and executives objective, in-depth content, regulatory insight and industry intelligence. With its singular focus on the practical aspects of business operations, technology implementation and profitable execution, GX has distinguished itself as the leading publication in the rapidly changing earthmoving industry. Published seven times annually, all content is original and authored by its acclaimed editorial staff or other leading voices in the industry.

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Take Our Survey on Digital Media Segment of U.S. Population

Survey Says!We're conducting research on the different digital media channels that Verified clients use. We'd love to hear from you about your digital media channels and how they are integrated into your publication's business. This will help us make improvements to our services and better respond to the marketplace.

The survey should only take five minutes to complete, and we only ask for your publication name. If you want further information or would like Verified to contact you personally, there is an information form at end of the survey.

You can only take the survey once, but you can edit your responses until the survey is closed on June 30, 2015. Questions marked with an asterisk (*) are required.


If someone else at your publication would be better suited to answer the survey questions, please feel free to forward it to the appropriate person.

If you have any questions about the survey, please email us at

We really appreciate your input!

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Multicultural Consumers Fastest-Growing
Segment of U.S. Population

Show of HandsMulticultural consumers are transforming the U.S. mainstream, reports Nielsen in a recent study.

Propelled by the twin engines of population growth and expanding buying power, they are at the leading edge of converging demographic and social trends that are reshaping how marketers and advertisers use culture to connect with increasingly diverse customers.

Understanding the cultural essence that drives multicultural consumer behavior today, marketers and advertisers are getting a glimpse of future market trends and forging a long-term relationship with the most dynamic and fastest-growing segment of the U.S. consumer economy.

49.2% of children aged 9 and younger last year were non-Hispanic Whites, according to a Nielsen study that demonstrates the growing clout of multicultural consumers, who have represented 92% of the population growth in the U.S. between 2000 and 2014.

The study cites data demonstrating that multicultural consumers' higher life expectancies and lower median ages result in significantly more years of effective buying power than their non-Hispanic White counterparts, with Hispanics in particular averaging almost 20 more years of effective buying power.

American Diversity by Generation

Multicultural consumers are defined using the U.S. Census Bureau definition, as being composed of several different race categories – Black, American Indian, Pacific Islander, Other, and Two or More Races. Hispanics of any race are also considered multicultural consumers, defined by the U.S. Census Bureau as an ethnicity, not a race.

Media-savvy and socially empowered, multicultural consumers are:

  • empowered and culture-driven shoppers, over-indexing on a wide range of products and services.
  • younger than the rest of the population, acting as trendsetters and tastemakers across a broad range of categories, from food and beverage to beauty products.
  • Starting families in their prime, making plans and establishing long-term brand relationships.
  • Expressive and inclusive, allowing for the simultaneous maintenance of their cultural heritage and being part of the new mainstream, which allows them to mix and match endless choices and products to suit their effortless duality in lifestyles and tastes.
  • Connected and mobile savvy, using their smartphones and other devices at much higher rates and more intensely than their non-multicultural counterparts.

Multicultural consumers are the fastest-growing segment of the U.S. population, says the report. Already over 120 million strong and increasing by 2.3 million per year, multicultural populations are the growth engine of the future in the U.S. Hispanics, African-Americans, Asian-Americans, and all other multiculturals already make up 38% of the U.S. population, with Census projections showing that multicultural populations will become a numeric majority by 2044. | MORE INFO

Multicultural Americans are Large, Young and Growing

© 2015 MediaPost Communications


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Events Calendar

Events CalendarYale Publishing Course Application Deadline
June 1, 2015

World News Media Congress 2015
June 1 – 3, 2015
Washington, DC

June 18, 2015
New York, NY

International Society of Weekly Newspaper Editors Conference
June 24 – 28, 2015
Columbia, MO

INSPired Together: Global Street Paper Summit
June 26, 2015
Seattle, WA

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


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NAA Reports Record Audience for Online Newspapers

Events CalendarThe online audience for U.S. newspapers set another goal in March, according to the latest figures from comScore, cited by the Newspaper Association of America. The increase was largely due to the continuing expansion of the mobile audience.

The total number of unique visitors to newspaper websites and apps increased 10% from 161 million in March 2014 to 176 million in March 2015.

The number of people who consume newspaper content only on mobile devices, including smartphones and tablets, jumped 53% to 71 million unique visitors.

Thus, mobile-only consumers now account for 40.3% of all digital traffic to newspapers, up from 28.8% during the same period last year.

Newspapers are also seeing the net reach for their digital content increase across almost all age groups. For all adults over 18, newspapers' net reach rose from 78% in March 2014 to 83% in March 2015. Among men ages 18–24, it increased from 68% to 80%; among men 25–34, from 84% to 87%; and among men ages 35–44, from 75% to 84%.

Likewise, among women ages 18–24, newspapers' net digital reach increased from 73% in March 2014 to 84% in March 2015; for women 25–34, from 84% to 92% over the same period; and for women 35-44, from 82% to 92%. Furthermore, for women ages 45-54, it increased from 78% to 83%; whereas for men in this age set, the net digital reach remained even at 80%.

Previously, U.S. newspapers reached a then-record-setting 173 million unique visitors in January 2015, according to comScore and the NAA, up 19% from 146 million in January 2014 and up 4.8% from 165 million in December 2014.

© 2015 MediaPost Communications

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Verified 2015 Audit Guides Now Available

Verified is proud to announce that the Audit Guidelines 2015 is now available. The audit guide includes updated information regarding requested free carrier distribution, target digital editions, social media, product guidelines and much more.

To download the updated guidelines, go to Verified's website, select Members, then select Procedures & Regulations on the left side of the page. Audit Guidelines 2015 is available along with other audit training and information materials.


You will need your username and password to download the Audit Guidelines 2015 PDF.

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

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