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The Kelsey Report® Advisory

Advertisers, CMRs Push Publishers for Print Circulation Audits
Carlotta Mast, Charles Laughlin , 1/24/2006

SUMMARY:With the U.S. Yellow Pages industrys release last week of its first wave of syndicated usage research, advertisers and certified marketing representatives are calling on all publishers to go a step further and invest in independent, third-party circulation audits, such as those used in the magazine and newspaper industry to verify media distribution. Audits of Yellow Pages print circulation, the argument goes, would bolster the industrys credibility with advertisers, particularly national and regional companies, and help publishers and CMRs grow their national revenues or at least prevent their decline. Some U.S. publishers, including Yellow Book and AT&T Yellow Pages, say they already work with third-party auditing companies to conduct either circulation audits or delivery verification surveys, although this information is not delivered directly to CMRs and advertisers. Many other directory publishers, however, do little if anything to verify their circulation numbers to advertisers. The Kelsey Group believes several significant barriers to the increased use of third-party circulation audits exist, including higher costs and greater accountability for publishers.

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Copyright© 2006 The Kelsey Group. All Rights Reserved.