Verified Audit CirculationViewPoint
September 2015

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This Month's Features:

Verified Would Like to Welcome...
What Type Of Content Gets More Shares And Links?
Million Maps Santa Monica Uses Audit to Stifle Competitors
Events Calendar
Print Magazine Readers Outnumber Digital 2 To 1

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Verified Would Like to Welcome...

Beauty PackagingBeauty Packaging
Rodman Media
Ramsey, NJ
Beauty Packaging is a B2B brand intended for individuals with broad-based interests in the packaging industry. The brand content and editorial scope of the publication includes well-researched, staff-written feature articles, insightful accounts from industry leaders, industry news, new product profiles and much more. The content of every issue is also available on the web and to subscribers globally via the online digital edition.

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What Type Of Content Gets More Shares And Links?

Content That Gets More Shares and LinksWhat type of content gets the most shares and links? Moz and BuzzSumo worked together to analyze the shares and links of more than one million articles to understand their correlation to shares and links. They wanted to determine the content that gets both shares and links and identify the formats that get higher volume of both. | READ MORE


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Million Maps Santa Monica Uses Audit to Stifle Competitors

Million Maps Santa MonicaAccording to Matthew Gibbons, Publisher of Million Maps Santa Monica, seven companies publish nine different Santa Monica visitors' maps. Million Maps Santa Monica is the biggest, printing and distributing one million maps in ten languages through 2,400 locations. Gibbons says that being number one has its advantages, but there are some drawbacks too.

"A few of the other publishers started a whisper campaign against us in the business community," said Gibbons. "They said that there was no way we're printing and distributing that amount. The worst thing was that it wasn't one of my advertisers who told me about the rumor. It was the publisher of the daily local newspaper. I knew right then and there that I had to quash these rumors, and make those competitors eat crow."

Gibbons had worked with Verified Audit Circulation at several other magazines and newspapers throughout his career. At one time, ad agencies, media buyers and savvy business owners required circulation audits to provide confirmation of circulation claims by publishers.

"Advertisers today have been so mesmerized by Google Analytics and other apps to track their campaigns that they've forgotten how to track print. I knew that this would be an education process, so I make the comparison. VAC is to print what Google Analytics is to the web. When you say that, they get it," says Gibbons.

Million Maps Santa Monica worked with Certified Folder Display to handle the complicated distribution of the maps over a one-year period. In the distribution company's 100-year history, Certified had never taken part in a circulation audit before. Gibbons, along with Verified, worked with the management at Certified to assure that their distribution roster would remain proprietary and not be used for any other purposes than auditing Million Maps Santa Monica. This establishment of trust was essential to the successful completion of the audit.

Gibbons says, "My advice to any publisher who wants to use VAC to shut their competition up – do it. It works. People only talk trash about the number-one publication. Nobody bothers talking about number two or three. But being the biggest and the best does not make you invulnerable. They can attack your flanks and chip away at your margins. It's easy for them, because they're not running a big operation."

"The most important thing to advertisers is ROI," stresses Gibbons. "But a close second is not making a bad decision in the first place. Providing them with hard proof – and the work and expense to get it – is more meaningful than all the 'trust me' that the competition gives them."


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Events Calendar

Events CalendarNMA Data Insights Conference
October 1 – 2, 2015
Chicago, IL

CRMA Fall Publishers' Roundtable
October 2 – 4, 2015
Pittsburgh, PA

How Savvy Publishers Are Adjusting to a Mobile World
October 7, 2015
Publishing Executive Free Webinar

FFIP World Conference
October 13 – 15, 2015
Toronto, Canada

2015 NAHP Convention
October 18 – 20, 2015
Dallas, TX

Folio MediaNext Show
October 19 – 21, 2015
New York, NY

ASME NEXT Magazine Workshop
October 21, 2015
New York, NY

Family Owners & Next Generation Leadership Conference
October 23 – 25, 2015
Charleston, SC

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


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Print Magazine Readers Outnumber Digital 2 To 1

According to a recent study by Mequoda, 69.6% of adult Americans have read an average of 2.91 print magazine issues in the last 30 days. This means that 147 million adults have read an average of 428 million print magazine issues in the last 30 days.

And, 36.8% of American adults have read an average of 2.37 digital magazine issues in the last 30 days. This means that 77 million adults have read an average of 184 million digital magazine issues in the last 30 days.

U.S. Connected Adult Magazine Reading

Among U.S. adults with Internet access, 7 in 10 surveyed report having read a print magazine issue in the past 30 days, almost twice the proportion (37%) who have read a digital magazine issue, according to the study.

Digital magazine consumers are split on their magazine format preference. The web edition showed a tiny edge over print and tablet editions, but at this stage of the game, digital magazine consumers seem relatively equal on their preference for tablet editions versus print editions versus web editions.

Most Important Magazine Format

The most important functionalities of a digital magazine, per readers, are readable (79% very important) and scrollable text (56% very important) By comparison, far fewer perceive other functionalities such as copy and paste capability (23%) and links to websites (20%) as being very important.

42% of American adults who read digital magazines say immediate delivery is the most important digital magazine attribute, followed closely by "portable and easy to carry," "cheaper than print" and "environmentally friendly."

Preferred Digital Magazine Attributes

The Mequoda results are based on a survey of 3,642 adults in the United States with Internet access. Some 53% of respondents were female, and 53% were aged 45 and older. Slightly more than one-third (34%) stated that they have household income of at least $100k.

Key Findings Summary

• 36.8% of those surveyed reported having read one or more digital magazine issues in the last 30 days

• This 36.8% reported having read an average of 2.37 digital magazine issues in the last 30 days, bringing total digital magazine issue consumption to 184 million

Compared to print magazine consumption, the report shows that:

• 69.6% of U.S. adults reported having read one or more print magazine issues in the last 30 days

• This 69.6% reported having read an average of 2.91 print magazine issues in the last 30 days, brining total print magazine circulation to 428 million

• Digital magazine consumption has now reached 43% of print magazine consumption and is climbing rapidly

On average, over the last 12 months, there has been an average spend from U.S. adults on digital magazine subscriptions and single-copy issues of $17.20, bringing total spending on digital magazines to more than $1.3 billion, says the report. Americans will Spend More than $1.3 Billion on Digital Magazines in 2015

Spending on Digital Magazines Previous 12 Months

To receive the free complete report as a PDF file, please visit Mequoda.

© 2015 MediaPost Communications

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