LIVE! in Print undergoes circulation audit
By Joe Hyde
Special to LIVE! We are entering our sixth month of business and we have rapidly grown to a premiere advertising vehicle for Southwest Texas. We saw a real need for a medium that provided not only the regional reach or our direct-mailed print magazine, but also the frequency our Internet Web site, www.swtexaslive.com , provides. The response to LIVE! has been incredible, and many of our advertisers have told us so, too.
LIVE! reaches into places where local newspapers, radio, and television don’t. It also gives all of our advertisers regional reach within a market area without the advertiser having to purchase additional air times or newspaper inches. What is more, the LIVE! circulation is TEN TIMES the local paper, and in a convenient monthly circulation cycle that is easier to digest for busy professionals.
The LIVE! distribution model for southwest Texas is to target every household with more than $30,000 annual income. Our reach stretches from Sanderson in Terrell County to Leakey in Real County. And we direct mail our magazine from Sonora in Sutton County to Eagle Pass in Maverick County. It’s a huge territory, and we’re developing market synergies between the communities.
Starting immediately, we are undergoing an audit of our circulation. The audit will confirm for our advertisers and prospects the true reach of LIVE!
LIVE! will be audited by the Circulation Verification Council , or CVC. CVC was founded in 1992 by thirteen publishers of community newspapers. Since then, CVC has grown to become the largest community paper auditor nationwide, serving over 3,300 publishers. A twenty-two member tri-partite board of advisors consisting of publishers, advertising agencies, and media buyers governs CVC.
To earn the CVC seal, LIVE! must submit itself to a three-part verification process. First, CVC will check with our printer to verify how many publications we are printing each month over a six-month period. Second, they will verify our direct mail postage with the US Postal Service and confirm our newsstand distribution. Last, they will call a sample of residents in our distribution area and ask you to take a quick telephone survey.
Data from reader telephone surveys focuses on how readers live their lives, their media consumption as it relates to specific publications and may also include information on competing media.
This survey will provide a well-rounded view of exactly how you interact with our magazine, allowing us to improve our product with your input, as well as improve our marketing abilities for our advertisers.
The numbers we are verifying are: 27,000 copies printed monthly. Of that, 24,315 are direct mailed and the balance is distributed to restaurants and motels in the region.
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congrats on the audit! Just
congrats on the audit! Just recently I obtained a copy of the October issue of LIVE! and was moved to read it cover to cover! It was my first introduction to your publication. I can’t recall the last time I read any like publication cover to cover. I now need to acquire the earlier copies as I fear I have missed out on something. Congratulation of this new monthly journal. There is nothing of this quality being published in San Antonio.