Just what is the Circulation Verification Council and why care about an audit they've done for a newspaper?
Circulation Verification Council (CVC) is an independent, third-party reporting audit company. CVC audits thousands of editions nationwide with a combined circulation of more than 55 million. Audits cover printing, distribution, circulation, websites, digital editions, mobile, email, social media and readership studies to give an accurate picture of a publication's reach and market penetration.
Media decision makers responsible for planning and placing print advertising, know CVC is an impartial and trusted source for information regarding market penetration and readership in an ever-changing industry.
CVC audit methodology is the most thorough in the industry. CVC utilizes a unique three-tiered system of checks and balances to ensure complete and accurate data. A CVC audit means quality and reliability.
Before audits begin, publishers complete and submit forms detailing specifics about publication printing and delivery. CVC's auditors then pour over these reports, verifying printing, distribution and circulation claims against support documents including but not limited to printing statements, mail receipts, carrier manifests, delivery area maps, distribution lists, subscriber lists and financial records. Once all data is collected and its accuracy is confirmed, CVC provides the publication a certified audit report that can be used for advertising sales purposes. Publications meeting CVC's requirements are allowed to display the CVC seal in their materials, and their audits are made available by CVC to a variety of industry groups.
CVC's audit process also includes auditors random, unannounced visits to the publication's market to randomly check circulation, rack and retail distribution, hotel and NIE distribution and competition, etc.
Reader surveys determine reader demographics and purchase intentions vital to advertising purchase decisions. CVC utilizes multi-tier study platforms that can include online, QR code, in-paper, blast email, Facebook and Twitter, and phone studies. CVC reader surveys can also differentiate reader demographics and purchase intentions for multimedia presentations (print, website, digital edition, etc.)