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Update – ABC Insert Verification Service
Tribune Publishing Enrolls its Metro Newspapers in ABC’s Insert Verification Service; More than 20 ABC Members Now Enrolled in IVS

February 8, 2006

Tribune Publishing has enrolled all 11 of its metropolitan newspapers in the Audit Bureau of Circulations’ new Insert Verification Service (IVS). Tribune papers that will participate in the program include: The Chicago Tribune, The Baltimore Sun, The Los Angeles Times, Newsday (Melville, NY), Daily Press (Newport News, Va.), The Morning Call (Allentown, Pa.), South Florida Sun Sentinel (Fla.), Orlando Sentinel (Fla.), The Hartford Courant (Conn.), The Advocate (Stamford, Conn.) and Greenwich Time (Greenwich, Conn.). The Chicago Tribune was one of the newspapers that participated in ABC’s pilot testing of IVS in 2005.

A total of 21 ABC-member newspapers have enrolled in the service since it was launched on Jan. 1. Other newspapers that have enrolled recently include: The Washington Post, St. Petersburg Times (Fla.) and The Virginian-Pilot (Norfolk, Va.).

The creation of IVS was a joint venture between ABC-member newspaper publishers and advertisers. The voluntary program provides independent third-party verification and accountability for the pre-print advertising industry. Publishers participating in the program undergo a quantitative review and audit of their advertising-insert distribution process. All audit results are published in ABC’s electronic database, which is available to member organizations via a subscription service.

“IVS is a great example of our publisher and advertising members working together towards a greater understanding,” said ABC’s Michael Lavery, president and managing director. “IVS demonstrates the essential role that ABC plays in developing solutions for media owners and their advertisers.”

For more information on IVS visit ABC’s Web site at http://www.accessabc.com/services/ivs.htm. Members interested in enrollment information should contact at (847)-879-8412.

IVS Timeline:

July 19, 2005 — ABC announces that it will develop a new quantitative insert verification service and that several newspapers had volunteered for initial testing. (ABC Strengthens Sponsored Sales Rules for Consumer Magazines)

Nov. 7, 2005 —After successful testing, ABC’s board of directors approved the launch of the new Insert Verification Service (IVS) program. (ABC Board Approves Launch of Newspaper Insert Verification Service, Creates New Magazine Circulation Category, Modifies Pink Sheet). The new, optional service will be available to members on Jan. 1, 2006.

Jan. 19, 2006 —ABC announces that three members enrolled in IVS since the Jan. 1 launch. (‘News & Record’ First Newspaper to Enroll in ABC’s New Insert Verification Service)

Feb. 8, 2006 — There are now more than 20 publications enrolled in the new IVS service. For a current list of participants, see Insert Verification Service Participating Newspapers.

Read comments on IVS from media buyers including Walgreen Co., Best Buy and J.C. Penney Company.

Read comments on IVS from newspapers including The Columbus Dispatch and The News and Record.