Your Questions. Our Answers.
What is the Circulation Verification Council?
The Circulation Verification Council, CVC for short, was formed in May of 1992. Since its inception, it has grown to be the leading audit company for community newspapers, shoppers, magazines and niche publications.
Who accepts CVC audit reports?
CVC has issued thousands of audit reports and has never had an audit report challenged by any firm or organization. CVC is the only audit company to maintain a database of over 4,900 advertising agencies and over 1,700 national advertisers.
How is a CVC audit performed?
A CVC audit is performed using a three-tier system of checks and balances. Publishers report printing, distribution, and circulation claims to CVC every quarter. An extensive review of a publication's support documents combined with on-site visits, field audits in individual markets, and phone surveys deliver accurate and dependable audit results.
When do audits take place?
Audits are completed during one of four quarterly audit ending dates throughout the year (March 31, June 30, September 30, December 31). New CVC members may choose an initial audit period of six months or 12 months. CVC audits expire each year and continuous quarterly reporting is required during and after the audit period.
Why have audited circulation?
These days, with increased competition for advertising revenues and circulation, audited circulation places publications ahead of the pack. To ensure advertising decision makers have the data they need to fully consider a publication and to earn a competitive advantage against other media, publishers turn to circulation audits and readership studies.
Why choose to be audited by CVC?
CVC has brought audits into the twenty-first century by implementing the industry’s only three-tiered system to ensure audit accuracy. CVC’s processes allow for a more efficient audit, giving publishers faster turn-around time with less expense. The most respected publishing associations and industry groups count on CVC.
What records are necessary for an audit?
CVC generally reviews and balances printing and distribution records to substantiate circulation numbers. Press bills and/or press documents with financial support documents are used to verify print runs. Route lists with draw and return tracking for rack and store delivery are needed to substantiate single copy and controlled bulk/demand distribution delivery. Carrier lists or maps are required for home delivery, while USPS forms and receipts are necessary for mail circulation claims. Basically, CVC is auditing the forms and support documents that all companies maintain for good business practices.