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ABC's Monthly Online Member Newsletter |
Key Steps in an IVS Audit 
A major metro newspaper can deliver nearly 30 million inserts on an average Sunday. With more than 87 billion inserts delivered each year, it is important for newspaper advertisers and publishers to accurately measure the distribution of these inserts. That’s why more than 50 newspapers have signed up for ABC’s Insert Verification Service (IVS) since it was launched in January 2006. IVS is designed for major metro newspapers. It is a quantitative review of a newspaper’s insert practice. With many newspapers beginning their IVS audits for the first time, this article provides an overview of the process as well as some tips for success. The IVS Audit Approximately two weeks prior to the scheduled IVS audit test weekend, ABC auditors and newspaper personnel meet to discuss the audit. This initial meeting helps ABC auditors gain a better understanding of the newspaper’s unique operations. The auditors also review the procedures and documentation regarding shortages or damaged inserts and obtain addresses for distribution points and pick-up locations. At the end of the meeting, ABC auditors give the newspaper with a list of required records to provide to ABC before the insert verification field test date. “An IVS audit is different than a traditional circulation audit in that newspaper personnel will work more closely with ABC than ever before,” said Bill Perry, ABC director of special projects. “One newspaper staff member should be assigned to each ABC auditor during the verification field test to answer questions and clarify any confusion that arises during the audit.” Approximately one week before the insert verification field test date, ABC auditors should receive all of the unique insert packages for the scheduled test date. This packet should include a list of the inserts as well as the anticipated draw by route or distributor. “As with any ABC audit, the IVS audit goes more smoothly if the requested information is received in a timely manner,” Perry said. “ABC works with newspaper personnel to determine their unique operations and request the needed documents in advance of the audit.” Up to three days before the test date, ABC auditors identify specific home-delivery and single-copy routes. These selected sample routes typically include 300 to 500 insert packages. The ABC auditors also acquire a list of currently known shortages or damaged inserts. “Always communicate with the ABC auditors about any changes that arise with the insert distribution schedule,” noted Daniel Cotumaccio, IVS audit manager at ABC. “We are aware that changes are often made between the time we receive the sample routes and the list of known shortages and damaged inserts, and the time of the field test date. The situation is less problematic if we are notified as soon as possible instead of waiting for an ABC auditor to question the change.” The verification is conducted on a Sunday representative of the newspaper’s typical insert load. ABC and the newspaper work together to determine the best date for all parties involved. An insert verification field test usually consists of five ABC auditors. In collaboration with the newspaper’s personnel, the auditors work to acquire the insert packages per the sample design. The auditors intercept each home-delivery and single-copy sample package at the latest stage of the process. “Another way to speed up the IVS audit is to have a newspaper staff member available to accompany each ABC auditor to the distribution centers and let us in and lead us around,” said Cotumaccio. “Many times we are not familiar with the cities and where the distribution centers are located so having someone familiar with the area drive us to the distribution points is extremely helpful. It’s also handy to have a newspaper staff person with a key so we don’t have to wait for someone to come let us in if the door is locked.” On the Monday following the insert verification field test, each sample package pulled during the test is compared to the schedule of inserts for that route. On each selected route, an ABC auditor and newspaper personnel physically review at least one insert package. Errors are identified and used in an error calculation for the final report. “On that Monday following the test date, it is important that a knowledgeable newspaper staff member is available to answer questions,” said Cotumaccio. “Sometimes there are last-minute changes to the insert distribution schedule that newspaper staff members can clarify. The staff member does not need to be available in the room while we are conduct the audit, but it is helpful if they are near by or easily accessible by phone to answer questions.” IVS Audit Report The final step in the IVS audit process is to issue the actual Audit Report. The following categories are included on the IVS Audit Report:
ABC’s goal is to have a draft of the IVS Audit Report to the publisher within three weeks of the insert field verification test and release the report on the ABC Web site within four weeks of the test date. “Publishers can speed up the IVS Audit Report release process by completing the required paper work in a timely manner,” said Perry. “All of the paragraph 5 information on the IVS Audit Report is provided by the publisher. Publishers can actually submit this information before ABC conducts the insert field verification test.” Both Perry and Cotumaccio agree that the main key to a successful IVS audit is to communicate with your ABC auditors. “Clear communication and timely responses to inquiries on both sides allow the audit process to advance smoothly,” said Cotumaccio. For more information or to enroll in IVS, members are encouraged to contact manager of marketing and sales, at (847) 879-8412. Related Links: 10 Tips for a Successful IVS Audit
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ABC's NewsBulletin online is the monthly electronic newsletter for members of the Audit Bureau of Circulations.
©2006 Audit Bureau of Circulations