Verified Audit Circulation

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Verified Audit Circulation
Private company
Industry Publishing
Founded Los Angeles (1951)
Founder Geraldine Knight
Headquarters Larkspur, California
Area served
United States
Key people
Tim Prouty (CEO)
Products Circulation audit reports
delivery verification reports
research
Website Verifiedaudit.com

Verified Audit Circulation is a U.S. company that conducts circulation audits of both free and paid print publications and of traffic figures for websites. The company also provides custom research and verifies field delivery of products such as yellow pages, branded delivery bags and door hangers.[1]

Independent audit firms like Verified Audit Circulation work with publication circulation figures provided by their publisher clients, to verify or adjust these circulation numbers, based on examining a publication’s printing and financial records. Field research may also be conducted to confirm circulation figures. Circulation audit findings are compiled and released in audit reports, which advertisers use to make decisions about advertising placements.[2]

History[edit]

In the mid-20th century, traditional paid-circulation newspapers and magazines were joined by a new publication category: free-circulation newspapers and magazines, known as trade or controlled-circulation publications. As free newspapers and magazines increased in number, Geraldine Knight founded Verified Audit Circulation as the first company dedicated to auditing these publications in 1951.[3]

Verified subsequently expanded its services to include audits of paid publications, free rack-distributed publications, and products delivered to the door.[4] The addition of website audits provided site publishers with independent confirmation of site visitor activity and with assurance of website ad delivery.[5]

By 2008, the company was auditing more than 1,000 free and 250 paid publications, along with more than 100 weekly alternative newspapers.[6] Its audit clients include The Washington Post, The Chicago Tribune,[7] and Questex Media.[8]

In 2009, Verified developed and launched an expanded form of integrated audit report to track a larger range of circulation and audience parameters for clients. The new report type addresses the growing diversification of media beyond print and into electronic formats. The cross-platform audit report supplements print-circulation figures with data on digital editions, events, websites, webinars, e-newsletters and supplements.[9][10]

During 2011, Verified expanded its circulation guidelines to allow publishers to include publications distributed at trade shows and events to be added to their qualified circulation figures. Prior to the update, trade show and event distribution of publications counted as unqualified circulation.[11]

Membership[edit]

Verified clients are known as members of the organization, and they have full access to the circulation-reporting and member resources on the Verified Audit Circulation website. Media buyers, advertisers and advertising agencies are eligible for free associate membership, which provides online access to audit reports, publishers’ statements, circulation data downloads and a Verified e-newsletter.[12]

Verified Audit Circulation is headquartered in Larkspur, California.[13]

References[edit]

  1. ^ "Resource Focus: Verified Audit Circulation". Article. MagazineLaunch. 13 June 2005. Retrieved 2 August 2011. 
  2. ^ Armor, Jennifer. "How to Purchase Print Advertising Wisely". National Mail Order Association. Retrieved 4 August 2011. 
  3. ^ "Company History". Verified Audit Circulation. Retrieved 3 August 2011. 
  4. ^ "Company History". Verified Audit Circulation. Retrieved 29 July 2011. 
  5. ^ "Resource Focus: Verified Audit Circulation". Article. MagazineLaunch.com. 13 June 2005. Retrieved 3 August 2011. 
  6. ^ Hanzlik, Mark (February 2008). "Print Circulation Audit Firms Continue to Survive in the 21st Century". Article. themacwizard.com. Retrieved 5 August 2011. 
  7. ^ "Circulation and City and Regional Magazine Association". Brochure (GulfShore Media, LLC). 
  8. ^ "Verified Completes First Integrated Media Audits on Questex Brands". Article. Audience Development.com. 10 February 2010. Retrieved 1 September 2011. 
  9. ^ "Questex Adopts New Total Audience Audit Process". Article. FOLIO. 14 April 2009. Retrieved 29 July 2011. 
  10. ^ "Verified Completes First Integrated Media Audits on Questex Brands". Article. Audience Development.com. 10 February 2010. Retrieved 30 July 2011. 
  11. ^ Mendolera, Katrina (14 June 2011). "Magazines & newspapers can now audit trade show circulation". Article. Vocus.com. Retrieved 1 September 2011. 
  12. ^ "Verified Associate Member Qualification Form". Verified Audit Circulation. Retrieved 29 July 2011. 
  13. ^ Hanzlik, Mark (1 February 2008). "Print Circulation Audit Firms Continue to Survive in the 21st Century". Article. themacwizard.com. Retrieved 5 August 2011.