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Newspapers: Several Newspapers Enroll in New Insert Verification Service

Launched Jan. 1, the first three newspapers to enroll in ABC's new Insert Verification Service (IVS) were: The News and Record (Greensboro, N.C.), The San Diego Union Tribune and the Columbus Dispatch (Ohio).

Publisher and advertiser members of ABC and a task force comprised of ABC staff worked together in 2005 to develop the new Insert Verification Service and ABC’s board of directors approved it in November. A voluntary program, IVS provides members with verification and accountability of preprint advertising programs.

Newspapers enrolled in IVS receive a quantitative review and audit of their advertising-insert distribution processes. The audit results are then published in ABC’s electronic database, available to member organizations via subscription service.

“We’re willing to make the investments necessary to ensure that our advertisers’ business succeeds,” said David Berrier, circulation distribution manager, The News and Record. “We realize the importance of driving traffic into their places of business and we’re committed to providing the very best service and distribution accuracy we can provide. While we have tremendous confidence in the accuracy and quality of our distribution processes, we understand the need for third-party validation.”

Scott Whitley, advertising director at The San Diego Union-Tribune, said advertisers are going to expect newspapers to use ABC’s Insert Verification Service. “IVS is an opportunity for newspapers to demonstrate, in tangible ways, the absolute value and quality of our delivery service,” he said. “We also see it as a way to show our major advertisers that we have the most credible, reliable distribution services available in the market.”

David Walker, president of business and strategic development at Newspaper Services of America, observed, “ABC’s Insert Verification Service represents the most significant step in validating the value proposition of newspapers to insert advertisers since the overall ABC circulation audit launched decades ago.”

Craig Sinclair, vice president of advertising at Walgreen Co., remarked that independent verification of insert distribution is essential in today’s market. “We are driven by the needs of our customers at each store,” he noted. “It’s critical that the various versions of our advertising inserts are delivered to the correct, targeted groups of consumers we want to reach. ABC’s new IVS service will help us verify that we accomplish this goal.”

“We are encouraged by the enthusiastic response to IVS from both publishers and advertisers,” said Michael J. Lavery, ABC’s president and managing director. “It’s relevant and fills our members’ needs. Whether it addresses an advertiser’s increased accountability requirements or provides an opportunity for newspapers to highlight a valuable advertising channel, ABC is uniquely positioned to help facilitate the buyer-seller conversation and navigate the challenges of today’s marketplace.”

For pricing and enrollment information, contact ABC’s manager, marketing and sales at, (847) 879-8412.

Related links:
General IVS Information
IVS Press Release
Sample IVS Report
IVS Enrollment Form
Complete List of IVS Participants

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