MPA Sets “Talking Points” For Verified Circ
Guide for addressing advertisers on the merits of verified circulation.
Magazine Publishers of America has issued a set of "talking points and FAQs" to enable publishers to speak to advertisers about the Audit Bureau Of Circulation’s new verified circulation category and clear up what the association describes as "misinformation" about public place, according to Anne Finn, MPA’s senior vice president of consumer marketing.
The talking points cite several surveys touting the viability of public place, including one done by Conde Nast and McPheters & Company that suggests public place copies generate 7 ﾽ-times the number of readers as newsstand copies and a Time Inc. study that says 83 percent of readers are engaged with public place copies. The talking points also address some common questions such as how do you know where the verified circulation copies are going? (Answer: The publisher breaks out the five largest sources of verified circulation in their ABC Publisher’s Statement.)
"There has been a lot of misinformation in the press about verified circulation and the biggest misinformation is on public place itself," says Finn. "Not all public places are under verified circulation–there will still be public place that has been paid for by a sponsor and be up under paid sponsor."
Finn also defended verified circulation as a complete measure of ratebase. "Some of the press is trying to pull verified circulation out, which by extension suggests some publishers are not meeting ratebase," she says. "When you look at the total ratebase including verified, they’ve made ratebase and then some. That’s something difficult for publishers to have to deal with and puts them at a disadvantage. We’re not trying to be defensive at all about verified circulation but celebrate it."
MPA will be holding a series of one-hour sessions called "The Value of Verified Circulation" on September 13 and Sept. 27, targeting sales and marketing teams. Details are available at www.magazine.org/events.