Verified Audit CirculationViewPoint
April 2016

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This Month's Features:

Managing Bounced Emails
Think Papers' Websites are Gaining? Think Again
Events Calendar
MTA to Stop Newspaper Hawkers on NYC Subways
Tips & Technique - Circulation Analysis by ZIP/Postal Code

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Managing Bounced Emails

When an email is sent and for whatever reason doesn't get through, the server or proxy server which was meant to receive the message sends a message to the sender saying that for reason "x" the message hasn't been delivered.

Dealing with bounced emails correctly enables publishers to reduce the likelihood that their emails will be defined as spam by recipients and increase the level of deliverability of emails. Only delivered emails are considered qualified by Verified.

The chart below illustrates the ways in which bounced emails can be managed:

Did the Email Bounce?

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

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Think Papers' Websites are Gaining? Think Again

Print and Online Reach by Age, 2015For a long time, people assumed the web was the future of newspapers.

They figured that readers would transition to papers' websites when they began abandoning their print editions. They thought audiences for papers' digital side would soar.

But just as newspaper advertisers don't appear to be replacing their print ads with digital ones, print newspaper readers aren't transitioning to newspapers' websites in this digital age.

Major metro newspapers have seen little to no gains in online readership, according to a Media Life series entitled "Reinventing the American Newspaper."



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Events Calendar

Events CalendarInland Press Audience Development Conference
June 7 – 8, 2016
Dallas, TX

AABP Summer Conference
June 9, 2016
Des Moines, IA

67th World News Media Congress
June 12 – 14, 2016
Cartagena, Columbia

PBAA 2016 Magazines at Retail
June 13 – 15, 2016
Greenwich, CT

2016 CWCMA/NICE Annual Conference
June 21 – 24, 2016
Las Vegas, NV

National Newspaper Publishers Association 2016 Annual Convention
June 21 – 25, 2016
Houston, TX

International Society of Weekly Newspaper Editors Conference
June 28 – July 2, 2016
College Park, MD

Yale Publishing Course Application Deadline
July 1, 2016

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

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MTA to Stop Newspaper Hawkers on NYC Subways

MTA to Stop Newspaper Hawkers on NYC SubwaysOne of the familiar sights of a New York City commute – hawkers distributing free newspapers, principally amNewYork and Metro New York – is set to vanish in the near future, thanks to a new rule formulated by the city's Metropolitan Transportation Authority (MTA).

The new policy, approved recently by the MTA board, introduces a six-year licensing agreement that will prohibit hawkers from handing out free newspapers to passersby, forcing the newspapers to resort to passive distribution through newspaper racks.

The newspaper racks will be installed permanently at certain locations throughout the underground rail network, including the New York City Transit system's subways, as well as the Long Island Railroad, Metro-North Railroad and Port Authority facilities in the city at Grand Central Station, Penn Station and elsewhere.

The prohibition on human hawkers includes the insides of stations but also approach areas, which are also under MTA authority.

The MTA said the ban was provoked in part by the hawkers' habit of leaving stacks of unwanted newspapers in and around stations, creating a safety hazard for commuters, contributing to traffic delays and increasing the risk of electrical fires on the tracks.

The free newspapers had bigger circs than their paid peers, at least until recently.

As of 2013, Metro New York distributed 313,000 copies per day, and in 2014, amNewYork had an average weekday circulation of 336,000, according to the publishers' own media kits. By comparison, the paid tabloid Daily News had an average weekday circ of 282,000 in 2014, while archrival New York Post had around 260,000, per the Alliance for Audited Media.

A big part of this success was their aggressive distribution strategy, relying on vocal, high-energy hawkers. In 2013, Metro New York employed 180 "ambassadors" around the city, while amNewYork employed 142 in 2014.

They were also helped by the lack of cell service in most subway tunnels, which forced commuters to resort to (gasp) printed reading material. This will be changing, however, as the MTA moves ahead with its ambitious plan to bring cellular and Wi-Fi access to all 279 underground stations across the city in partnership with Transit Wireless.

© 2016 MediaPost Communications

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Tips & Techniques - Circulation Analysis by ZIP/Postal Code

Verified's Audit Reports and Publisher's Statements include a Circulation Analysis by ZIP/Postal Code. This report must be completed annually – or twice a year if you would like updated figures on the semi-annual Publisher's Statement.

The analysis is a breakdown of the total distribution for one representative issue. The analysis offers a geographic "snapshot" of your circulation to help advertisers better understand your distribution area.

Only the ZIP/Postal Codes where there is a distribution of 25 copies or more (aggregate) need to be included in the analysis. For example, if you distribute 10 Target (bulk) copies in a ZIP/Postal Code and 62 Free Carrier copies in that area, it should be included in the analysis because the total distribution is 72 copies. You need to total all types of distribution when determining if a ZIP/Postal Code should be included.

To create your Circulation Analysis by ZIP/Postal Code, first sort your distribution list by ZIP/Postal Code. Enter the number of copies distributed within each code in the Wizard.

Example: Target Distribution

Use the same method for calculating the total copies in each ZIP/Postal Code for all other types of distribution as well.

The analysis is based on gross distribution only. The total copies distributed in all ZIP/Postal Codes should match the total gross circulation for the corresponding day on the Quarterly Printing and Distribution report.

ZIP/Postal Codes where less than 25 copies are distributed are classified on miscellaneous. In general, miscellaneous copies cannot exceed 10% of the total distribution.

If your publication is distributed across a large geographic area (e.g., states or provinces), a different analysis worksheet is available.

Please contact us to discuss alternative reporting methods 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

2016 Verified Audit Circulation