ABC's Monthly Online Member Newsletter

Twelve More Newspapers Commit to ABC’s Insert Verification Service

ABC announced that 12 newspapers recently agreed to engage in an audit of their freestanding insert programs through ABC’s Insert Verification Service (IVS). The new enrollees include: Austin American Statesman (Texas), Boston Globe (Mass.), Dayton Daily News (Ohio), Fort Worth Star Telegram (Texas), Fresno Bee (Calif.), Kansas City Star (Mo.), Modesto Bee (Calif.), News Tribune (Tacoma, Wash.), Providence Journal (R.I.), News and Observer (Raleigh, N.C.), Sacramento Bee (Calif.) and San Antonio Express-News (Texas.) A total of 66 newspapers now participate in the voluntary audit service.

“I am thrilled to see the number of new enrollees and I applaud all IVS participants for taking this crucial step toward providing their insert advertisers with greater transparency,” said Lisa Haynes, regional media manager, advertising, Kohls Department Stores, and chair of ABC’s Newspapers Buyers’ Advisory Committee. “An IVS audit is another critical tool that publishers can use to demonstrate the inherent value of newspapers to insert advertisers. I am encouraged by the recent wave of enrollees and look forward to the participation of all major metro newspapers.”

IVS is a quantitative review and audit of a newspaper’s advertising insert distribution process on a specific date. Each report includes a “Total Insert Proficiency” calculation that reflects the newspaper’s insert distribution performance. This is represented as an overall success percentage indicating the volume of inserts reaching the intended newspaper recipients. Proficiency rates for completed IVS audits range from 97.2 percent to 99.9 percent.

The balance of the report offers additional details on the verification field test and discloses error rates and conditions observed by ABC.

For a complete list of enrollees, visit ABC’s Web site. Thirty IVS Audit Reports have been released since the program’s inception in January 2006.

IVS reports are available without charge to current ABC eStatement subscribers. ABC also offers an Insert Verification Analysis Tool. It provides a quick and efficient way for preprint media buyers to review and compare top-line results from IVS audits.

For more information on IVS audits, members are encouraged to contact ABC’s manager, marketing and sales, at (847) 879-8412.

Related Links:
More Newspapers Commit to ABC’s Insert Verification Service
List of IVS Enrollees
Insert Verification Analysis Tool
IVS Prototype Report
Insert Verification Service

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