CVC Expands Audits of Web Activity, Online Edition Circulation

Circulation Verification Council has expanded its auditing capabilities to include Web activity and online edition circulation beginning in 2008.

"It's important to be able to show potential advertisers verified statistics about your Web activity, including circulation of an online edition," CVC CEO Tim Bingaman said. "Web sites and online editions increase your reach and improve relationships with existing readers. We're excited to help our clients quantify this with verified numbers."

Web site reporting and online edition reporting will be found in Section 6 of the revised 2008 audit reports. Unique Web visitors, page views and hits will be reported in section 6A if applicable. Section 6B pertains only to online editions, tracking total online edition circulation and unique online circulation. Online editions are defined as a complete reproduction of the print edition.

Unique online circulation will be determined based on the login information readers provide before accessing the online edition. The information publishers supply about online readers will be audited against data stored on the publication's host site.

Currently, the only company providing digital editions that is approved for audits of unique user online editions is JB Multimedia Inc. CVC has exclusive access to pull reports on their publishers' electronic editions. JB Multimedia takes a PDF of your print edition and converts it into a searchable, interactive electronic replica. Readers can "flip" the pages of the publication, click on a link to visit an advertiser's Web site, share coupons or ads with a friend via e-mail, search the publication by keyword and even print particular pages.

Online Editions Gain in Popularity
More publishers are seeing the value of an online edition. In addition to increasing the publication's reach, advertisers are keen on online editions and interactive Web sites, said Justin Gerena, president and co-director of JB Multimedia.

"You can hand a friend a print publication if you see that friend in person. But if you're online viewing the publication, and you have your friend's e-mail address, you can instantly send them a coupon, classified ad or whatever it may be. This encourages viral, word-of-mouth marketing," Gerena said.

Many CVC clients are already using JB Multimedia for their online editions. Please visit these sites to explore online editions:
Mulligan Printing
The Creekline
The Forum News
Home & Design Magazine
Moneysaver Magazine
East County Times

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