ABC's Monthly Online Member Newsletter

The New York Times Signs on for ABC's Insert Verification Service

The New York Times marks the most recent addition to ABC’s Insert Verification Service (IVS). This decision by the Times signifies an upward momentum for IVS, as just last month ABC announced eleven more newspapers had enrolled in the service.

“We want to continue to have the confidence and goodwill of our advertisers and this is an opportunity for us to increase our transparency,” said Gail Arena, advertising director of targeted marketing for The New York Times.

The New York Times plans to let its advertisers know it is an IVS participant and expects that it will enhance sales by giving advertisers assurance that their inserts will be handled properly.

An IVS audit is a quantitative verification of the accuracy of a newspaper’s insert distribution processes. IVS verifies distribution by measuring the correct number of inserts and versions per package by intercepting each package at the latest stage of the process prior to actual delivery to households and retail outlets.

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

For a quick way to download IVS reports, ABC offers an Insert Verification Analysis Tool that provides easy access for media buyers to review and compare the latest top-line results from audits.

“An IVS audit is another critical tool that publishers can use to demonstrate the inherent value of newspapers to insert advertisers,” says Lisa Haynes, regional media manager/advertising for Kohls Department Stores and chair of ABC’s Newspaper Buyers’ Advisory Committee.

With The New York Times now on board, IVS participants have expanded to 68 members since its inception in January 2006.

To enroll for IVS and have your newspaper added to the IVS participant list, please contact at (847) 879-8412.

Related Links:
Insert Verification Brochure
Eleven More Newspapers Enroll in IVS
Insert Verification Analysis Tool
Prototype of Insert Verification Report
Current IVS Participants

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