Paragraphs 9 and 10: Distribution by ZIP Code and County

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 9: Distribution by ZIP Code
Paragraph 9 provides a snapshot of distribution by ZIP code for one randomly selected edition of the audited publication. The date of the snapshot is listed in parentheses at the top of the chart. Distribution is broken down by type (home delivery, controlled bulk/single copy, mail, office/restock).

The distribution chart in Paragraph 9 includes columns for ZIP code, city/area and county. The city/area name is determined by the publisher and must match one of the U.S. Postal Service's assigned cities for that ZIP code. Publishers may list more than one city name for each ZIP code. The county name listed is the ZIP code's primary county as assigned by the U.S. Postal Service. For more information on cities and counties located within ZIP codes, visit Melissa Data.

Distribution is broken out by delivery method, regardless of whether the distribution is paid or unpaid, including home delivery, controlled bulk/single copy, mail and office/restock (see Paragraph 5 for definitions). The totals listed in the final column of the chart reflect total distribution in that ZIP code and should not be confused with net circulation.

The data included in Paragraph 9 is used to create the distribution map that appears at the end of every audit.

Why This Data Matters
Distribution by ZIP code is a critical component of the audit because it gives publishers another opportunity to be picked up in a media buyer search. CVC sends ZIP code distribution data to media buyers electronically. Buyers can add this data to their own media buying software, using it to quickly search for publications with distribution in a particular ZIP code.

Distribution by ZIP code is also important on a local sales level. For example, when selling to a business that serves just one or two ZIP codes, such as a pizza delivery service, Paragraph 9 makes it possible to pinpoint the exact distribution of your publication in that ZIP.

Important note: The distribution numbers reported in Paragraphs 9 and 10 on your audit report must be within +/-5% of your average distribution reported in Paragraph 5. If your publication's reported distribution does not fall within this range you will be required to file an average distribution report matching Paragraph 5 average distribution.


Paragraph 10: Distribution by County

The chart in Paragraph 10 provides a snapshot of distribution by county for one randomly selected edition of the audited publication. The date of the snapshot is listed in parentheses at the top of the chart. Distribution is broken down by type (home delivery, controlled bulk/single copy, mail, office/restock), mirroring Paragraph 5 of the audit.

County data is compiled based on the publisher's ZIP code reporting. When one ZIP code falls under multiple counties, CVC uses population estimates to determine the percentages of distribution for each county. For more on county and ZIP code population estimates, see Melissa Data. All cities/areas located within the county are listed under city/area.

Distribution is broken out by delivery method, regardless of whether the distribution is paid or unpaid, including home delivery, controlled bulk/single copy, mail and office/restock (see Paragraph 5 for definitions). The totals listed in the final column of the chart reflect total distribution per ZIP code and should not be confused with net circulation.

Why This Data Matters
Distribution by County provides an additional way to look at where publications are distributed. On the local sales level, many businesses serve entire counties, and Paragraph 10 illustrates the county-level distribution for these potential advertisers.


< Back