|
Buyers: Learn How Magazine Publishers Are Using and Reporting Verified Circulation
In June 2006, ABC first reported verified circulation for consumer magazines. Since the inception of the verified category, it has commanded much attention in the press, at industry events and among ABC members. With the upcoming release of the December 2007 consumer magazine FAS-FAX on Feb. 11, now is an ideal time to review the definition of verified circulation, its two subcategories, its usage statistics, and where it is reported on ABC statements.
Definition of Verified Circulation
Verified circulation refers to subscription copies designated by publishers for readership in public places or intended for individual recipients who are likely to have a strong affinity for the content of the magazine.
As you can see from the definition, verified circulation is made up of two subcategories: public place and individual use. Let’s examine some of the details and usage statistics behind these two subcategories.
Two Types of Verified Circulation
Public Place
Public place verified circulation are subscription copies designated by the publisher for readership by patrons or guests in waiting rooms or hotels. Public place circulation is the most common type of circulation associated with the verified category. In the June 2007 reporting period, 206 magazines reported verified public place circulation resulting in nearly 10 million copies.
Example of Public Place Verified Circulation
A style or fashion magazine may decide that an ideal audience exists in the waiting rooms of personal care salons. To reach this audience, the publisher decides to distribute copies of the magazine directly to the waiting rooms of the personal care salons. This circulation is qualified and reported as verified public place circulation as long as the magazine follows the verified circulation guidelines, including offering the personal care salons the opportunity to opt-out of the distribution and serving at least two consecutive issues.
Individual Use
Individual use verified circulation are also subscription copies, but these copies are distributed to individuals whose names were obtained from a list source that is consistent with the editorial content of the magazine. Recipients of the subscription should have a strong affinity for the magazine. Verified individual use circulation also includes copies where the consumer initiated a request for the magazine. For the June 2007 reporting period, 131 magazines reported verified individual use circulation totaling slightly more than four million copies.
Example of Individual Use Verified Circulation
The publisher of a golfing magazine decides to target the members of golf courses, believing that an affinity exists between the golf courses members and the golfing publication. The publisher obtains a list of members from the golf course and delivers individually addressed issues directly to the members’ homes. This circulation is qualified and reported as verified individual use as long as the publisher adheres to the verified guidelines, including presenting the recipients the opportunity to opt-out of the subscription and delivering at least two consecutive issues.
Circulation Not Included in Verified
Verified circulation is not a default category for circulation that does not qualify as “paid.” Verified circulation does not include copies disqualified during the ABC audit process. It is also not another label or name for analyzed non-paid circulation.
Verified circulation has specific rules and guidelines, including opt-out practices and service of consecutive that must be upheld for ABC to count the copies as verified.
Reporting Verified Circulation
Consumer magazines report verified circulation on all ABC reports, including some of the most frequently used reports: FAS-FAX, Publisher’s Statements and ABC Rapid Report.
In several of the reports, verified is simply reported as a lump sum without breakouts for the public place and individual use subcategories. This is true for FAS-FAX (Figure 1a) Rapid Report (Figure 1b) and Paragraph 1 of the Publisher’s Statement (Figure 1c)
Figure 1a
Figure 1b
Figure 1c
To view the quantities reported in the verified circulation subcategories—public place and individual use—buyers must refer to the Paragraph 6 of the Publisher’s Statement: Supplemental Analysis of Average Paid and Verified Circulation.
Additional information about public place circulation and individual use circulation, including distribution source list source, is located in Paragraph 6A: Additional Analysis of Verified Public Place and Paragraph 6B: Additional Analysis of Verified Individual Use.
For More Information
For more information on verified circulation or to set up a customized training session, media buyers are encouraged to contact
manager, marketing and sales, at (212) 867-8992 or
assistant manager, marketing and sales, at (847) 879-8240.
Related Links:
On-Demand Tutorial: How to Analyze Verified Circulation
On-Demand Tutorial: How to Read an ABC Consumer Magazine Publisher’s Statement
On-Demand Tutorial: A Primer on Verified Circulation
Consumer Magazine Publisher’s Statement Prototype
Consumer Magazine FAS-FAX Prototype
ABC Rapid Report Prototype
|
