Verified Audit CirculationViewPoint
August 2015

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This Month's Features:

Verified Would Like to Welcome...
Digital Media Survey Results (Updated)
Advertising Industry Losing Billions to Ad-Blocking Software
Events Calendar
Breaking News? Facebook and Twitter a Popular Source

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Verified Would Like to Welcome...

Fishermen's NewsFishermen's News
Philips Publishing Group
Seattle, WA
Fishermen's News is aimed at the commercial fishing industry on the West Coast of the United States; from the Bering Sea off Alaska, to the rich waters off of San Diego to the Hawaiian atoll. They focus on the business and operational issues that face small-boat fishermen, dive fisheries and shellfish growers, as well as the freezer/longline, crab and catcher-processor fleets of the North Pacific.

Million Maps Santa MonicaMillion Maps Santa Monica
Gibbons Media
Santa Monica, CA
Every year, 7.5 million tourists visit Santa Monica. Million Maps Santa Monica connects millions of visitors with the best dining, shopping, entertainment, attractions and accommodations that Santa Monica has to offer. Million Maps Santa Monica is printed in ten languages and is distributed in 2,200 locations and by leading international tour companies.


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Digital Media Survey Results (Updated)

Digital Media Survey ResultsDuring May and June of 2015, Verified conducted research on the different types of digital media channels that our clients use and how they are integrated into their publication's business. The survey included both B2B and consumer print publications.

According to the survey, 100% of the publishers who responded told us that their publication had a digital edition. Out of those publishers, most reported that the publication's digital edition launched prior to 2006 (36.4%). Interestingly, a significant number of publishers reported launching their digital edition as late as 2010 (27.3%).

According to the survey, all publications employed social media platforms. Of the four major social media sites, the majority of publications had both a Twitter and Facebook presence.

  • Twitter: 91.7%
  • Facebook: 100.0%
  • LinkedIn: 50.0%
  • Pintrest: 8.3%

Additionally, 45.5% of the publications offer advertisers paid promotions over social media. Verified Audit Circulation's clients are choosing to highlight their social media presence with a Digital Activity Report.

Verified's Digital Activity Report provides publishers with a range of social media reporting that illustrates how a publication's audience interacts with their brand beyond print and digital editions. Facebook Likes, Twitter Followers, LinkedIn Group Members and other social media site metrics can be included. A Digital Activity Report is customizable to reflect the social media that is most meaningful to a publication and its advertisers.


Having your publication's social media included in your Audit Report presents advertisers with a deeper overall understanding of their brand's potential customer base. Web traffic, e-newsletters, webinar registrants and other categories can also be included in the Digital Activity Report to show advertisers the additional scope of your audience reach across all digital media channels.

If you have questions about Verified's Digital Activity Report or want to add a Digital Activity Report to your audit, please contact Verified at 415-461-6006.

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Advertising Industry Losing Billions to Ad-Blocking Software

Ad Industry Losing Billions to Ad-Blocking SoftwareThe estimated loss of global revenue due to blocked advertisements in 2015 totals more than $21.8 billion and will rise to $41.4 billion in 2016, according to a study. This could explain the slowing growth of revenue from search and display ads supported by Bing, Yahoo! and Google.

The number of people globally using ad-blocking software grew by 41% during the first half of 2015 compared with the same time period in the prior year, per a study released by Adobe Systems and PageFair. As of June 2015, there were 198 million monthly active users for the major browser extensions that block ads.

The number grew by 48% in the United States during the first half of the year compared with a year ago, rising to 45 million active users during the second quarter of 2015. Oregon has the highest ad-blocking rate in the U.S. at 16.4%, followed by Washington with 15.5% and Vermont with 15%. Washington, DC has the lowest ad-blocking rate in the U.S. at 8.2%.

When it comes to search engine advertising, some might argue the brand only pays for ads served and clicked on. True, but advertisers can spend hundreds to millions of dollars to create and optimize ads that never get seen by the consumers for which they're intended. Content creation seems to have become one method of advertising and marketing to circumvent the roadblock.

In the Adobe and PageFair study, Firefox and Chrome lead the mobile space with 93% share of mobile ads blocked, but with the ability to block ads becoming an option on the new iOS 9, the number will rise. Today, about 16% of mobile Firefox users block ads. Use of ad blocking in Europe grew by 35% during the past year, up to 77 million monthly active users during Q2 2015.

The report estimates mobile will facilitate future ad-blocking growth. The release of iOS 9 later this year could become the game changer, because it will allow users to easily install ad blocking from the App Store. In Q2 2015, mobile accounted for 38% of all Web browsing, but only 1.6% of ad-block traffic on the PageFair network from mobile devices occurred in the quarter.

Services from search engines like Bing, Google, and Yahoo! may become an important alternative to generating revenue. Mark Hibben, an independent iOS developer, writes in Seeking Alpha that revenue and profit will begin to drain from the ad-supported advertising model and into the subscription-supported part. He points to a post from New York-based Marco Arment, Web and iPhone software developer, predicting the demise of the Web advertising business model.

Some might think Arment's prediction a bit extreme. The Adobe and PageFair study suggests ad-blocking behavior on websites has a direct correlation to audience demographics. Visitors to gaming websites are more likely to block advertising, while those on health, charity, government and legal websites are less likely to block them.

Rounding out the predictions, eMarketer points to June 2015 numbers from the Reuters Institute for the Study of Journalism at the University of Oxford suggesting that 41% of PC users and 11% of mobile users in the United States report regularly using ad-blocking software.

© 2015 MediaPost Communications


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Events Calendar

Events Calendar2015 National Federation of Press Women Communications Conference
September 10 – 12, 2015
Anchorage, AK

Excellence in Journalism Conference 2015
September 18 – 20, 2015
Orlando, FL

LocalMedia Innovation Conference
September 28 – October 1, 2015
Denver, CO

INMA Data Insights Conference
October 1 – 2, 2015
Chicago, IL

Inland Press Association Webinar
How to Solve Advertiser Challenges with Online Promotions
October 9, 2015

Family Owners & Next Generation Leadership Conference
October 23 – 24, 2015
Chicago, IL

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


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Breaking News? Facebook and Twitter a Popular Source

Facebook and Twitter News Use is on the RiseThe share of Americans for whom Twitter and Facebook serve as a source of news is continuing to rise, coming from more current users encountering news there rather than large increases in the user base overall, according to findings from a new survey. The study also finds that users turn to each of these prominent social networks to fulfill different types of information needs.

According to the new study, conducted by Pew Research Center in association with the John S. and James L. Knight Foundation, clear majorities of Twitter and Facebook users now say each platform serves as a source for news about events and issues outside the realm of friends and family. That share has increased substantially from 2013, when about half of users said they got news from the social platforms.

Although both social networks have the same portion of users getting news on these sites, there are significant differences in their potential news distribution strengths. The proportion of users who say they follow breaking news on Twitter, for example, is nearly twice as high as those who say they do so on Facebook (59% vs. 31%), lending support to the view that Twitter's great strength is providing as-it-happens coverage and commentary on live events.

These findings come at a time when the two social media platforms are increasing their emphasis on news, says the report. Twitter will unveil its long-rumored news feature, "Project Lightning," that will allow anyone, whether they are a Twitter user or not, to view a feed of tweets, images and videos about live events as they happen, curated by new employees with "newsroom experience."

And, in early 2015, Twitter purchased and launched the live video-streaming app Periscope, highlighting their focus on providing information about live events as they happen.

Meanwhile, Facebook launched Instant Articles, a trial project that allows media companies to publish stories directly to the Facebook platform instead of linking to outside sites, and Facebook started introducing its "Trending" sidebar to allow users to filter by topic and see only trending news about politics, sports, entertainment, science or technology.

As more social networking sites recognize and adapt to their role in the news environment, each will offer unique features for news users, and these features may foster shifts in news use. Those different uses around news features have implications for how Americans learn about the world and their communities, and for how they take part in the democratic process, says the report.

Among other key findings in the report:

Twitter news users are more likely than those on Facebook to report seeing news on:

  • National government and politics (72% vs. 61%)
  • International affairs (63% vs. 51%)
  • Business (55% vs. 42%)
  • Sports (70% vs. 55%)

Women are more likely to regularly see posts about health, entertainment and people and events in their community on Facebook, while posts about weather, entertainment, crime and health are more commonly seen by women on Twitter.

The rise in the share of social media users getting news on Facebook or Twitter cuts across nearly every demographic group.

  • Use of Twitter for news, grew among both users under 35 (55% to 67%) and those ages 35 and older (47% to 59%)
  • On Facebook, news use grew among both men (44% to 61%) and women (49% to 65%)

News exposure is relatively equal within all demographic groups, with the exception of age. Though news usage among those under 35 increased at roughly the same rate as among those ages 35 and older; younger users are more likely to see news than older users on Facebook.

This study is part of a series by Pew Research Center aimed at understanding how news and information habits relate to the use of Twitter and Facebook among the American public.


© 2015 MediaPost Communications

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2015 Verified Audit Circulation