How to Use AAM Information to Evaluate U.S. Newspapers
How to Use AAM Information to Evaluate U.S. Newspapers Introduction The Alliance for Audited Media (previously the Audit Bureau of Circulations) has audited newspapers since its inception in 1914. As publications increasingly become multi-platform brands, AAM continues to develop new products and services to meet its members’ needs. Consolidated Media Reports, for example, present circulation, website traffic and other auditable media. This gives potential advertisers a comprehensive way to look at a brand. This booklet provides an overview of available reports for U.S. newspapers: publisher’s statements, Snapshot (formerly FAS-FAX) reports and audit reports. Table of Contents Sources of Data................................................................2 Reports at a Glance.........................................................5 Paragraph Contents.........................................................6 Map.................................................................................15 Glossary..........................................................................16 Additional Audit Services...............................................19 Media Intelligence Center..............................................20 auditedmedia.com How to Use AAM Information to Evaluate U.S. Newspapers Sources of Data Publisher’s Statements Subject to Audit All publisher members are required to report their circulation on an AAM publisher’s statement. For newspaper members, this is represented on a yellow statement. Publishers file their circulation claims with AAM for the six-month periods ending on March 31 and September 30. Statement data is subject to audit. AAM’s Technical Review and Report Processing (TRRP) department reviews each statement for errors and omissions in the stated circulation figures. Corrections are made as necessary and AAM then releases the publisher’s statement in its Media Intelligence Center. A PDF is also provided to the publisher for print reproduction purposes. Daily newspapers have 15 days after the period ends to file their statements with AAM, while weekly and community newspapers have 20 days. How to Use AAM Information to Evaluate U.S. Newspapers 2 Sources of Data Snapshot Reports (formerly FAS-FAX) Immediately following the filing deadline of publisher’s statements, AAM compiles a summary of the preliminary data from all newspaper publisher’s statements received. A summary report called Snapshot is then released both in print and digitally to the membership. This report lists top-line circulation information side by side in alphabetical order by publication name. These reports are issued twice a year for the March 31 and September 30 six-month reporting periods. Snapshot is widely referenced by media buyers and sellers as a quick and current summary of circulation trends and changes. The print version of Snapshot incorporates line items for day-of-week reporting frequencies. However, it does not reflect information for each day of the week. It only reflects averages for: •Sunday • Monday through Friday combined •Saturday If the newspaper is an active participant in Audience Snapshot, data will include: • Past 7-day print readership • Past 7-day print readership reach • Past 30-day online readership • Past 30-day net combined print and online readership • Total unique users of a newspaper’s website All data will be listed by DMA and readership NDM if available. For specific sourcing information, please refer to the newspapers’ individual publisher’s statements. How to Use AAM Information to Evaluate U.S. Newspapers Total Average Circulation is broken out and includes: • Total average circulation (paid and verified) for the period • Total circulation excluding branded editions – Print – Digital Replica – Digital Nonreplica – Total • Branded editions The digital version of Snapshot contains the same elements while providing expanded information, including total average circulation for each day of the week separately. AAM buyer and seller members may access the Snapshot Analyzer, an online tool that provides expanded detail from paragraph 1 that includes paid and verified circulation for print, digital and branded editions. See page 7 for more on Paragraph 1 information. 3 Sources of Data Audit Reports A circulation audit is an in-depth examination of a publication’s circulation claims. It involves independent, third-party verification of a publisher’s records and recordkeeping systems. AAM conducts audits for newspapers, magazines, business and farm publications, and digital media in North America. AAM then issues an audit report on an annual or every-other-year basis to validate circulation claims. An AAM audit report is a standard document that reviews the objective findings of AAM’s audit of a publication’s circulation. Audit reports verify the information reported in publisher’s statements filed for the same period. If an auditor reports any deviations greater than 3 percent, these are published in a bulletin issued to all AAM members. All variances between claims made in the publisher’s statement and the auditor’s findings are noted in the audit report. How is a circulation audit conducted? While each audit is based on individual circumstances, AAM auditors generally examine the following items (not all-inclusive) during a newspaper audit: • Circulation ledgers showing totals for each issue by circulation type (i.e. home delivery, single-copy sales, mail subscriptions and the various categories of verified circulation). • Publisher records verifying geographic distribution broken out by counties, towns and/or ZIP or postal code receiving more than 25 copies. • Analysis of subscriber records, including payment and term received. • Subscription and single-copy prices, including changes that occurred during the audit period. • Return policies and percentages of leftover, undelivered or unsold copies by geographic area. • Carrier and dealer records, including billings, contest, credits and payments. • Promotion files detailing direct marketing campaigns, radio and television promotions and telemarketing efforts to verify validity of reduced-price offers and premium offers. • Requestor files for verified home delivery-requested circulation programs. • Any facts required to verify additional circulation information. How to Use AAM Information to Evaluate U.S. Newspapers 4 Reports at a Glance Publisher’s Statements and Audit Reports Executive Summary – Totals print, digital replica and digital nonreplica, and branded editions for total average circulation. Day-of-week averages are broken out for newspapers with total average circulation of 50,000 or greater. Separate averages for the member newspaper, digital editions and branded editions are itemized. Paragraph 1A – Expanded circulation details are provided for only the member newspaper’s print circulation, which includes individually paid, business/traveler and verified circulation figures. Paragraph 1B – Expanded circulation details are provided for the member newspaper’s digital replica circulation that includes paid and verified circulation figures. Paragraph 1C – Expanded circulation details are provided for the member newspaper’s digital nonreplica circulation that includes individually paid and verified circulation figures. Paragraph 1D – Expanded circulation details are pro- vided for each branded edition’s print circulation that includes individually paid, business/traveler and verified circulation figures. Separate reporting of branded editions is not required if the circulation of those editions is less than 3 percent of the total average circulation or less than 2,000 copies. Paragraph 1E – Expanded circulation details are provided for each branded edition’s digital circulation that includes individually paid, business/traveler and verified circulation figures. Paragraph 2 – Total average circulation by market is optional. If publishers establish different annual basic prices by market, then reporting by geographic area in paragraph 2 is required. Audit Reports Only Audit Statement – The audit statement reports any variance between the audit report and the publisher’s statement for the same period. Paragraph 2A – Average circulation by quarters. Paragraph 3 – County analysis: actual one-day gross distribution and average projected circulation averages by county. (Required) Paragraph 3A – Town analysis: Distribution in towns receiving 25 or more copies in detail by counties, as well as the total only for towns receiving less than 25 copies daily. (Optional) Paragraph 3B – ZIP code analysis: Distribution by ZIP codes receiving 25 or more copies. (Required) Publisher’s Statements and Audit Reports Paragraph 4 – Basic prices: Annual basic prices must be established for home-delivery subscriptions and single copy. A newspaper can establish a different annual basic price for digital editions. Paragraph 5 – Analyses of home delivery and mail individually paid circulation by price category: Required if more than 5 percent of a newspaper’s subscription circulation falls into the less than 25 percent of basic price category. How to Use AAM Information to Evaluate U.S. Newspapers Paragraph 6 – Explanatory: Describes details regarding newspaper editions, omitted days, average unpaid distribution, returned copies, etc. Paragraph 6A – Audience Snapshot explanatory: Provides details for the Audience Snapshot program if a U.S. daily newspaper participates. 5 Paragraph Contents Report Masthead The official name of the primary publication is shown at the top of Publisher’s Statements and Audit Reports. The publication may include their URL and a graphic of its official title as a heading on the front page. Executive Summary Total Average Circulation Paragraph 1 describes the average circulation for the period covered by the report. This includes the average of all copies sold at one cent or more, net of all other considerations that comply with AAM rules, guidelines and policies, and verified circulation. Circulation averages are broken out for each day of the week for newspapers with an average paid circulation of 50,000 or greater. In addition, this paragraph itemizes separate circulation averages for the member newspaper, digital editions and branded editions. The total consumer accounts metric appears in the executive summary. This represents the number of unduplicated individual accounts resulting from consumers’ unique sales transactions. This represents a net subscriber number and is mandatory for all U.S daily newspaper members, except for those in the community newspaper program. An optional supplemental executive summary may be included to show a total print number for the member newspaper and its branded editions. Newspapers with less than 50,000 circulation may optionally report day-of-week averages unless one day varies by 15 percent. In this case, the newspaper is required to report day-of-week breakouts. Disclosure of Day-of-Week Circulation Data Required Circulation • Sunday • Each weekday separately • Monday-Friday combined average Optional • Monday-Saturday combined average • Combination of any other days of the week, excluding Sunday (often referred to as “power days”) • Any optional average is additive to the required elements. If an optional average is reported in any of the publisher’s statements of the audit period, the audit report will include the optional average for the entire audit period, including those periods where no optional average was reported. Circulation Categories Digital Replica Editions Digital Nonreplica Editions Branded Editions Represent newspapers available in: Digital format that contains all Digital format whose name is editorial and ROP advertising the same as that under which content AAM membership is held Print and digital editions that reflect a different name than that under which AAM membership is held May also contain: Additional editorial and advertising (freestanding inserts are not required) Different editorial or advertising from the print version Audience-focused newspapers, alternate language or community newspapers Reported by: Delivery type (subscriptions, single copy) Platform (e.g., URL, e-readers, mobile devices) Same as member newspaper Other: Must have restricted access Must have restricted access Separate reporting is not required if the circulation for those editions is less than 3 percent of the total average circulation or less than 2,000 copies per issue How to Use AAM Information to Evaluate U.S. Newspapers 6 Paragraph Contents The Audience Snapshot banner contains audience data for U.S. daily newspaper participants. The publishing plans box contains detailed descriptions of the primary member newspaper and its branded editions. Paragraph 1A Paragraph 1A provides expanded details for the member newspaper’s print edition. Individually paid circulation includes all copies paid for by consumer for at least one cent. The total average paid and verified circulation print number will reconcile with the total print number on page one of the executive summary. Individually paid circulation: Copies requested and paid for by individual consumers for at least one cent, net of all considerations. Standard distribution types include: Home delivery and mail: Copies delivered to address-specific locations paid for by individuals. Joint distribution: Home-delivered copies distributed to another AAM member’s subscribers on no more than two days when the host newspaper is not published. Single-copy sales are copies purchased by individuals at retail outlets, including vending machines, rack and hawker sales. Business/traveler paid circulation: Copies distributed in hotels to guests and/or by a business to their employees. Group subscriptions (designated employees): Subscriptions purchased by businesses for at least one cent, specifically for two or more designated employees (known by name and/or title). Hotel Distribution - Guest Refund: Newspapers that are purchased by hotels and included in guests’ room charges. May be declined for a refund/credit. Hotel Distribution - Room/Lobby Copies: Newspapers that have been purchased by the hotel for at least one cent per copy and are free to guests in public areas or delivered to guest rooms. Verified Circulation: Newspapers that are available for use by individual consumers and are nonpaid or paid for by someone other than the individual. There are five subclasses of verified circulation: Home Delivery - Requested: Subscriptions requested by individuals for delivery to their residence for a term of no less than 12 weeks. Home Delivery - Targeted: Nonrequested subscriptions or single issues delivered to individual residences for less than 12 weeks. Education Copies: Requested by schools for student use in the classroom or by colleges or universities for distribution to registered students. University Copies: Copies requested by colleges or universities for distribution to registered students in a campus setting via limited-access areas. Employees: Copies provided to employees and agents of the newspaper as a benefit of employment. Retail/Business: Copies ordered by businesses (e.g., restaurants, airlines, doctor’s offices) for recurring distribution to patrons. How to Use AAM Information to Evaluate U.S. Newspapers 7 Paragraph Contents Paragraph 1B and 1C Paragraph 1B provides expanded detail for the member newspaper’s digital replica editions. Paragraph 1C provides expanded detail for the member newspaper’s digital nonreplica editions. All digital nonreplica copies must be reported by platform (e.g., e-reader, mobile, website, tablet) Circulation for digital replica and nonreplica editions is included in total average circulation on page one – the executive summary. Public access websites are not eligible as circulation units. Paragraphs 1D, 1E, etc. These paragraphs include expanded detail for the member newspaper’s branded editions. Each branded edition is broken out separately by the categories of paid, business/traveler and verified circulation. Digital replica and nonreplica copies are also reported for each branded edition. Each branded edition is reported as its own line item on page one in the executive summary. How to Use AAM Information to Evaluate U.S. Newspapers 8 Paragraph Contents Paragraph 2 — Optional Total Circulation By Market Paragraph 2 is optional and details total average circulation by AAM-defined geographic zone. If publishers establish different annual basic prices by market, then reporting by geographic area is required. Typical AAM-defined market zones include one of the following groups: • City Zone (CZ), Retail Trading Zone (RTZ), All Other • Newspaper Designated Market (NDM), Outside Newspaper Designated Market (ONDM) • County of publication, balance in NDM, circulation ONDM. If a publisher files paragraph 2 data, a map detailing market zones is provided. See page 15 for a sample map. Paragraph 2 analysis is for the member newspaper’s print circulation only. Publishers also have the option to report the print circulation of the member newspaper and its branded editions. AUDIT REPORTS ONLY Reported in paragraph 2, the audit statement reports any variance between the audit report and the publisher’s statements for the same period. Total average circulation by quarters reports the total average circulation for each quarter within the reporting period. The quarterly figures include circulation for the member newspaper and any branded editions. How to Use AAM Information to Evaluate U.S. Newspapers 9 Paragraph Contents Paragraph 3 AUDIT REPORTS ONLY Paragraph 3 includes data for the member newspaper and all branded editions. It provides an analysis for a single Monday to Friday date and one Sunday date (if published) during the audit period. At minimum, this paragraph reports the gross distribution for one daily date and one Sunday issue (if applicable). County and ZIP code reporting is required for all U.S. newspapers, while reporting by town is optional. Figures in this paragraph typically represent “gross distribution,” which includes total copies (including returns). Newspapers have three options for reporting geographic level data for the member newspaper and branded editions: • Paid, verified, digital editions, branded editions, total • Individually paid, business/traveler, verified, digital editions, branded editions, total • Home delivery, single copy, business/ traveler, verified, digital editions, branded editions, total Digital replica and digital nonreplica circulation will not be reported by county, ZIP code or town and instead will be reported as separate line items. AAM is responsible for the preparation of the “occupied household” estimates, “average projected circulation” and “household” statistics. If two newspapers are published in the same city and compete in the same market, they must reference the same day to compile paragraph 3 data. Average Projected Circulation A column of statistics referred to as average projected circulation is a projection of the averages from paragraph 1 to the appropriate AAMdefined geographic market’s one day(s) gross distribution figures. It is designed to give the user an idea of the net circulation in the reported county, town and ZIP code on an average day. The average projected circulation is calculated using: • The average for the day of week selected • The Monday to Friday average How to Use AAM Information to Evaluate U.S. Newspapers 10 Paragraph Contents Paragraph 3 – County Analysis This data must be reported by all AAM-newspaper members. Newspaper personnel are required to prepare a county analysis for each analyzed date that includes actual gross distribution in total for: • Each county receiving 25 copies or more in ascending alphabetical order (within each state) • Counties receiving fewer than 25 copies (the distribution is combined under the heading “miscellaneous counties”) • States receiving fewer than 25 copies (the distribution is combined under the heading “miscellaneous - all other states”) •Total How does AAM adjust these figures? Figures used as the basis for paragraph 3 are gross distribution for the day(s) indicated and usually include some leftover and unsold copies. AAM adjusts these gross figures back to the total average circulation shown in paragraphs 1 and 1A to provide an estimate of the number of copies that were paid. [For counties: If paragraph 2 data is reported, AAM creates a different percentage for each zonal area in which the newspaper reports its circulation. Zones often include portions of towns and counties and AAM must apply the appropriate percentages to each. ] Paragraph 3A – Town Analysis This data is optional. If the newspaper opts to report a town analysis, then newspaper personnel are required to prepare analyses for each analyzed date. Actual gross distribution in total for: • Each town receiving 25 copies or more in ascending alphabetical order (within each county and state) • Towns receiving less than 25 copies (the distribution is shown under the heading “balance in county”) • A summary that recaps the total gross distribution in each state •Total Paragraph 3B – ZIP Code Analysis This data must be reported by all AAM-newspaper members. Paragraph 3 contains a breakout of circulation by ZIP code. The publication chooses the date(s) used for this analysis, but the date(s) must represent the audit period. Newspaper personnel are required to prepare a ZIP code analysis for each analyzed date that includes gross distribution in total for: • Each ZIP code receiving 25 or more copies on the paragraph 3 date(s) • ZIP codes recceiving fewer than 25 copies (the distribution is included in a “miscellaneous ZIP codes” line item) • Total for each column AUDIT REPORTS ONLY Paragraph 3B contains a breakout of circulation by U.S. ZIP codes. How to Use AAM Information to Evaluate U.S. Newspapers 11 Paragraph Contents Paragraph 4 – Basic Prices Basic price is defined as the price at which the publication may be purchased by anyone at any time. Annual basic prices must be established for each distribution method, including mail, home delivery and single copy. These prices are determined by the publisher and may be changed at the publisher’s discretion provided notification is made to AAM. A newspaper can establish a separate basic price for digital editions. Paragraph 5 – Analysis of Home Delivery and Mail Individually Paid Circulation by Price Category If more than 5 percent of the member newspaper’s home delivery and mail circulation is sold at less than 25 percent of basic price, then price point reporting is required. This information is not included on the Audit Report. It is reported in AAM’s Media Intelligence Center. What is the 4 percent allowance? AAM allows a total of 4 percent of the total pay-in-office subscription base for the aggregate of new credit subscriptions canceled for nonpayment. This also includes subscribers served short-term arrears (post-expiration copies) who paid at least one cent for the term of the offer for carrier delivery office collect system and pay-in-office subscribers. Post-expiration copies served beyond 90 days from the date they expire do not qualify for inclusion and therefore are not included in paid circulation. How to Use AAM Information to Evaluate U.S. Newspapers 12 Paragraph Contents Paragraph 6 – Explanatory This is the explanatory paragraph that provides additional detail regarding the circulation reported. Standard Reporting • If circulation is claimed for digital editions, this paragraph will describe these editions, including advertising policy and format. • Percentages of copies returned, undelivered, left over or unsold are reported for each day. • Unpaid circulation details are included for each day of the week separately and Monday through Friday combined, plus Saturday and Sunday averages. • Regular publishing days on which no paper was issued identifies all days when the newspaper was not printed or distributed. • Average unpaid distribution reports the average unpaid distribution for each applicable publishing cycle during the statement period. • A newspaper can omit a maximum of 10 days from circulation averages per 12-month audit period, provided the net paid circulation varies by 5 percent or more for the previous corresponding day. A detailed list will appear here. A newspaper reporting branded edition circulation may omit certain days of the primary newspaper or any branded editions. The omission of any day(s) for a branded edition is included as one of the maximum of 10 days allowed. How to Use AAM Information to Evaluate U.S. Newspapers 13 Paragraph Contents Paragraph 6A This paragraph provides details for the Audience Snapshot program. Only U.S. daily newspapers are permitted to participate in this optional service. The Newspaper Designated Market (NDM*) for readership is a geographic area selected by the newspaper. It must encompass at least 75 percent of the total paid circulation. The website supplier is chosen by the publisher and audited by AAM. Paragraph 6A of audit reports includes any adjustments from the publisher’s statement figures. How to Use AAM Information to Evaluate U.S. Newspapers 14 A map detailing market zones is provided if a publisher files paragraph 2. If paragraph 2 is not filed, then a map of ZIP code boundaries is provided. How to Use AAM Information to Evaluate U.S. Newspapers 15 Glossary AAM’s standards and policies depend on a common understanding of terms used in the newspaper industry. Through auditing practices and its bylaws and rules, AAM has established definitions for many of the terms used in circulation accounting. For additional information, refer to AAM’s bylaws and rules or visit auditedmedia.com. Advertiser and/or advertising agency copies – Copies of a publication given to companies advertising in the publication (one copy per advertiser) for verifying advertisements. Also known as a checking copy. City Zone (CZ) – An area comprised of the city or community in which the newspaper is published. Contiguous areas may be included to the extent they have substantially the same built-up characteristics as the city. All other – A phrase used specifically in newspaper reports to designate all circulation not included in the City and Retail Trading Zones (CZ or RTZ) or Newspaper Designated Market (NDM) categories. Combination sales – Subscriptions to two or more different publications sold at a special combined price. Annual basic price – The price at which the publication may be purchased by anyone at any time. Arrears – Subscriptions retained on active subscription lists after expiration. Audit – Examination of a publisher’s circulation records and corroborative data to check for correctness in the publisher’s statements covering the period audited. Audit report – Official document issued by AAM that details its findings as a result of a third-party verification. Average frequency – The average number of issues read either in the past five days (Monday through Friday) or four Sunday issues in a Reader Profile Study Area (RPSA). Average frequency estimates can be found in AAM’s Reader Profile reports. Average projected circulation – A projection of the averages from paragraph 1 to the appropriate AAM-defined geographic market’s one day(s) gross distribution figures. See page 10 for further explanation. Complimentary copies – Copies given away as a courtesy. Core-based statistical area (CBSA) – A geographic area based around an urban center of at least 10,000 people and fewer than 50,000 that are used commonly by advertisers for marketing purposes. Newspapers can show their circulation by CBSA in Audit Reports. Counter sales – Newspapers sold over the publisher’s counter to individual purchasers. If sold in quantities of 11 or more, such copies are allocated to third-party sales. Credit subscriptions – A subscription for which payment is not made at time of order. Days omitted from averages – Newspapers may exclude from its averages those publishing days in which the net sales varied from “normal” net sales by at least 5 percent. The set limit is a maximum of 10 days per audit year. Distribution – The total number of copies distributed per issue whether paid, nonpaid or unpaid. Branded edition – Edition of the newspaper that displays a different name from the member newspaper. Distributor – A general term applied to carriers, dealers, street vendors and all others who sell publications as a vocation. This term also covers middlemen who resell newspapers to carriers, dealers, street vendors and all others. Call-at-office subscribers – Subscribers who obtain their copies at the office of publication. Draw – Number of copies of a publication charged to dealer, carrier or another distributor. Carrier – An individual engaged in delivery of newspapers. How to Use AAM Information to Evaluate U.S. Newspapers 16 Glossary Digital edition – Defined as the digital version of the member newspaper. There are two types: • Replica has same basic identity, content and authorized ROP advertising as core newspaper. • Nonreplica also has the same basic identity as the member newspaper but the content, advertising and format may differ. Education copies – Newspaper copies that are ordered for delivery to schools, either purchased individually from class funds or by specific sponsors. Employee copies – Copies given to employees of the newspaper. Exchanges – Free copies sent by a publication to other publications in mutual courtesy. Expiration – End of a period for which a subscription was paid. Extension – Extending of a subscription beyond its original date because of lowering of subscription price or reducing the frequency of issue. Hotel distribution – Copies that are purchased by a hotel and made available to guests. “Guest refund” copies are copies paid for by the hotel but made available to the consumer as part of hotel room charges. However, a refund must be offered during the registration process. Mail subscription – Subscriptions served by mail and qualifying under AAM rules. Metropolitan Statistical Area (MSA) – Area established by the U.S. Office of Management and Budget and commonly used by advertisers for marketing purposes. Newspapers can show their circulation by MSAs in their AAM reports. Motor route – Delivery of single copies by means of motor transport to subscribers. Net of all considerations – This means that the purchaser must pay the required price for the newspapers and, where applicable, the recognized retail value of any other good or service that was an influencing factor in the decision to buy the newspapers. Net press run – Total printed copies suitable for distribution. Extra – Edition of a newspaper other than those issued regularly each day. News agent – A distributor of newspapers or periodicals at wholesale. Event sales – Event sales are situations where newspaper sales are tied directly to an event admission of a specific duration. Paragraphs 6A and 6B provide details. Newsdealer – A merchant with a fixed place of business who buys publications to sell again at retail. Four percent policy – AAM allows a total of 4 percent of the total pay-in-office subscription base for the aggregate of new credit subscriptions canceled for nonpayment. See page 12 for further explanation. FSI (freestanding insert) – Advertisements that are printed separately from the publication and inserted for distribution. These inserts are often provided to the newspaper directly from the advertiser. Group (subscriptions to businesses for designated employees) – All copies or subscriptions purchased in quantities of two or more by corporations, institutions or individuals for employees, subsidiary companies or branches. Home delivery – Any newspaper that is delivered by carrier motor route to addresses. How to Use AAM Information to Evaluate U.S. Newspapers Newspaper Designated Market (NDM) – The core market area that a publication serves. It is defined by the publisher, but AAM has established three parameters: 1) The NDM must be defined by census geography such as block groups or counties (ZIP codes do not comply) 2) The NDM area must be contiguous 3) There must be some established relationship between circulation distribution in the area and the NDM. Newspapers distributed together – A newspaper with less frequency than daily and Sunday may include copies of another newspaper in its subscription term on one day only, rather than on multiple days. Nonpaid newspapers – Free newspapers that are delivered by hand or via mail to designated households for market coverage. Total nonpaid circulation and average controlled circulation to individuals and public access, such as bulk drops and racks, can be issued as a separate report by AAM. 17 Glossary Nonreturnable – Not subject to credit on being returned. A sales plan in which dealers or other distributors purchase their copies with the understanding that they must pay for all copies purchased, whether or not they sell them. Sample copies – Copies distributed free to prospective subscribers or prospective advertisers. Copies delivered as part of contractual arrangement cannot be counted as sample copies. Paid circulation – For U.S. newspapers, copies sold for at least one cent, net of all considerations. Short-term subscription – Subscription term of less than a year. Premium – Any item, except periodicals, offered to a subscriber either free or at a price with a subscription either directly or by an agent. Split-period audit – Audit covering a period other than that covered by the regular publisher’s statement. Publisher’s interim statement – Statement of circulation claims covering a three month ending period made to AAM at the publisher’s option. Issued unaudited but subject to audit by AAM. Publisher’s statement – Statement of circulation claims covering a six month ending period made to AAM by a publisher member. Issued unaudited but subject to audit by AAM. Rack sales – Sales of newspapers from racks or boxes placed on street corners or other convenient points with the customer depositing coins in payment in a box provided for that purpose. Same as “box” or “honor box” sales. Replate – A change of one or more pages during the print of an edition or issue of a publication. This procedure generally serves the purpose of adding late news items or correcting an error in the original copy. Retail Trading Zone (RTZ) – An area beyond the established City Zone (CZ) whose residents regularly shop at retail merchants located in the CZ. Returnable – Copies of publication sold to distributors under agreement to take back those unsold. • Fully returnable means all copies sold to any and all distributors may be returned if unsold. • Limited returnable is used in two senses. First, when a part of the distribution is sold on a returnable basis and part on a nonreturnable basis; second, when distributors are allowed the return privilege but only of a certain percentage of the quantity purchased. Returns – Copies returned to the publisher by a dealer or other distributor for credit. Frequently, to save transportation charges, only newspaper headings (banners or mastheads) or covers are returned, not complete copies. Run-of-press (ROP) – Advertisements that are part of the printed version of the newspaper. How to Use AAM Information to Evaluate U.S. Newspapers Split run – The insertion or substitution of different advertising content for a portion of the distribution of an edition or of an issue for either a newspaper or a periodical. Street sales – Newspapers sold by individuals on the street (“hawkers”) or through racks, as distributed from those sold by dealers with permanent shops or by a carrier with a regular list of customers. Subscription agency – An individual firm or corporation obtaining subscriptions for two or more publications. Supplement – A compilation of syndicated and/or locally edited features, news items or editorial comment and advertising distributed as a separate section of a newspaper. Supplemental Data Report (SDR) – Subject to an AAM audit, these reports include data not included in the publisher’s statement or audit report. They can supply analyses of county distribution or demographics and pass-along receivership figures as well as a newspaper’s nonpaid circulation, electronic or unique edition distribution. Total average circulation – Average circulation of all the issues in a frequency, arrived at by dividing the total circulation of all the issues of the frequency during the period by the total number of issues. Total consumer accounts – A metric that represents the number of unduplicated individual accounts resulting from consumers’ unique sales transactions. This metric appears in the executive summary of AAM reports for all U.S. daily newspaper members. University copies – Copies requested by colleges or universities for distribution to registered students in a campus setting via limited-access areas. Unpaid copies – Copies distributed either entirely free or at a price inadequate to qualify as paid according to AAM rules. Verified circulation – Newspaper copies that are available for individual consumers that are either nonpaid or paid by someone other than the individual. 18 Additional Audit Services The Consolidated Media Report is AAM’s customizable report that allows publisher members to present advertisers with a snapshot of their entire media footprint across multiple products and channels. All products included on the report must be owned/operated by an AAM member. Below are a few examples of what can be included in a CMR: • Paid and nonpaid circulation • Print readership • Digital replica and nonreplica editions • Online readership • Website traffic • Text alerts • Email newsletter distribution • Mobile distribution AAM staff will work with you to test the reporting and auditing of any product you wish to include on the report. AAM’s Insert Verification Service is for newspapers that wish to measure and market the accuracy of their freestanding insert (FSI) distribution processes. Although this service is optional, it is recommended that all major metro newspapers participate. AAM’s Insert Verification Service consists of a quantitative review of a newspaper’s insert practices. AAM auditors identify specific single-copy and home-delivery routes to be included in the test. The insert verification may be conducted separately from a newspaper’s annual AAM circulation audit. AAM’s digital services deliver reliable, independent, third-party audits and industry-developed standards for website activity, email newsletter audits, mobile media audits, digital technology accreditation programs. Interactive audit reports help media buyers make smart, objective decisions. Audience Snapshot answers advertisers’ needs for measurement data that reflects newspapers’ full reach and audience. Audience Snapshot is available for U.S. daily newspapers and integrates newspaper readership, online audience and website activity data on AAM reports. All audience and website data in Audience Snapshot is independently audited by AAM and reported in AAM publisher’s statements, audit reports and Snapshot. The data is also published in an industry database at audiencesnapshot.com. How to Use AAM Information to Evaluate U.S. Newspapers 19 Get an Extra Edge with AAM’s Media Intelligence Center Newspaper Analyzer A versatile analysis tool that offers myriad AAM-verified circulation data refreshed every 24 hours. Access up to 10 years of historical audit report data for easy trending, plus: • Generate reports with the components you need. • Review, download and analyze current and historical audit report data. • Use a range of search criteria, including publisher, title, circulation size, state, market area and ZIP code. • Built-in, customizable, standard reports for timely analysis. • Create and save multiple queries for speedy reference. • View ZIP code data on a map and export data. Available as a full product or in two modules: U.S. daily and weekly newspapers and all Canadian and international newspapers and nonpaid newspapers. Reports Library Gain access to thousands of current and historical AAM reports in digital format. The database offers the most up-to-date reports posted as soon as they are released. Subscriptions are offered in two convenient modules: current three years and historical (10 years). Plus, create and export bar charts for multiple publications to compare print and digital circulation. Audit Status Listing Password required for free product This listing provides the current status for all open audits, along with the date each audit was moved to its current status. Where applicable, specific data is provided on the most recently released audit for all publisher members. Ratebook Perform quick comparisons with this handy reference report. Released twice a year following March and September publisher’s statement filing. Includes basic prices for single copy and home delivery and mail – 52 week/1 year rates. Snapshot Analyzer A complement to AAM’s U.S. Daily Newspaper Snapshot Report that offers a customizable query tool for top-line and publisher’s statement data. Available same day as newspaper Snapshot release, the Snapshot Analyzer allows users to: • Analyze day-of-week level circulation. • Access paid and verified breakouts for print, digital replica and digital nonreplica. • Use multiple search options including the top 50 and top 100 newspapers by circulation. • Save and retrieve lists. • Download customized data queries in Excel or PDF. • Query and download CMR metrics. • Access expanded top-line and branded edition data as publisher’s statements are released. For details on other products, demos and tutorials, contact the Media Intelligence Center staff at 877-222-0932 or miccenter@auditedmedia.com. How to Use AAM Information to Evaluate U.S. Newspapers 20 auditedmedia.com auditedmedia.ca The Alliance for Audited Media is a not-for-profit organization that connects North America’s leading media companies, advertisers and ad agencies. Founded in 1914 as the Audit Bureau of Circulations, AAM is the preeminent source of crossmedia verification and information services, providing standards, audit services and data critical to the advertising industry. The organization independently verifies print and digital circulation, mobile apps, website analytics, social media, technology platforms and audience information for newspapers, magazines and digital media companies in the U.S. and Canada. In November 2012, AAM joined forces with Certified Audit of Circulations. Headquarters Office 48 W. Seegers Road • Arlington Heights, IL 60005-3913 P: 224.366.6939 • F: 224.366.6949 New York Office 122 East 42nd Street, Suite 807 • New York, NY 10168-0899 P: 212.867.8992 • F: 212.867.8947 Canadian Office 151 Bloor Street West, Suite 850 • Toronto, ON M5S 1S4 P: 416.962.5840 • F: 416.962.5844 5/13 How to Use AAM Information to Evaluate U.S. Newspapers How to Use AAM Information to Evaluate U.S. Newspapers Copyright © 2013 Alliance for Audited Media. All rights reserved.
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