Audit 101: Part 2 of a Series


At Circulation Verification Council, we take pride in producing the most thorough and informative audits in the industry. By The Numbers' "Audit 101" series is designed to provide a detailed, line-by-line explanation of every paragraph of our audit so that publishers and media buyers get the most out of the data.

Paragraph 2: Rate Card and Mechanical Data
Paragraph 2 of your audit presents your specific advertising specifications such as page size and prices for inserts, display and classified ads.

Rate Card Effective Date
The effective date shows the date that the rates listed in retail, classified and insert columns went into effect. You should establish a new rate card effective date annually even if your publication does not change its advertising rates. If media buyers see a date that is more than one year old, they will assume these rates are incorrect and your publication could be eliminated from a potential buy.

Mechanical Data
Your mechanical data provides the exact number of columns and the column depth, in inches, for your publication, as well as the width and depth of a full page, in inches.

Open Rate
The open rate is the per-column-inch cost for buying an ad one time only. Media buyers assume a publication offers volume or frequency discounts and will call the publication or access the CVC database if that information is needed. Knowing the open rate for your publication is key to providing a frame of reference for discounted volume or frequency rates.

Local rates (community-based advertisers in the distribution area) and national rates (advertising agencies, regional advertisers or big box stores) are displayed as "net rates." Publications that use modular advertising space have their rates displayed as the smallest modular space rate and the largest modular space rate.

Insert Open Rate
The insert open rate specifies the cost per thousand copies for inserts and flyers. The rate listed is for 8.5 x 11 single-sheet inserts and is typically the lowest full-run rate the publication offers. The CVC database also contains rate information for multiple page inserts between four and 64 pages, and additional information about insert zoning capabilities.

Classified Rate
Classified rates are typically listed as the cost per word count (i.e., $12.00 / 10 words) or as a classified column inch rate. If rates are variable, buyers are advised to contact the publisher.

Explanatory Note
Paragraph 2 also contains an explanation at the bottom stating that other rates may be available based on volume, frequency, contract, color, or other publisher discount programs. This note applies to retail, insert and classified rates.

Paragraph 3: Contact Information
Paragraph 3 lists the critical contact names and e-mail addresses for your publication, including the publisher and the main advertising and circulation contacts, providing media buyers with quick and easy access to the contacts they need.

Paragraph 4: Circulation Pricing
Paragraph 4 states your publication's primary classification of circulation, whether controlled, paid or sponsored.

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