By The Numbers
Issue #19 - January 07, 2010
Audit 101: Part 7 of a Series
Paragraph 11: Verification of Receivership and Readership
Paragraph 11: Verification of Receivership and Readership
Paragraph 11 applies only to publications with home delivery and/or mail distribution. It provides publications with two important pieces of information: a receivership score and a readership score.
The first section of Paragraph 11 provides detailed explanations of how auditors determine the receivership and readership scores, including the number of residents interviewed, when the interviews were conducted and exactly what questions were asked. All CVC readership studies follow accepted research industry guidelines to ensure accurate data.
Receivership Scores
The receivership score, in bold at the bottom of Paragraph 11, is the percentage of households in a publication's delivery area that report they regularly receive the publication. Receivership scores are not a measure of market penetration but simply of delivery accuracy. The national receivership average for paid publications is 99.1 percent. The national average for free publications is 97.1 percent.
Readership Scores
The readership score, in bold at the bottom of Paragraph 11, is the percentage of households that report they receive the publication and regularly read or look through it. Readership scores vary widely by publication type and market factors. The national readership average for paid publications is 87.1 percent. The national average for free publications is 76.9 percent.
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.
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