Magazine article Folio: the Magazine for Magazine Management

VAC: The Overlooked Auditor; the VAC Audit Bureau, Which Lives in the Shadow of BPA, Can Be a Stepping Stone for a New Title

Magazine article Folio: the Magazine for Magazine Management

VAC: The Overlooked Auditor; the VAC Audit Bureau, Which Lives in the Shadow of BPA, Can Be a Stepping Stone for a New Title

Article excerpt

VAC: The overlooked auditor

Marina Del Rey, Calif.--Verified Audit Circulation (VAC) audits only about 100 business and 15 consumer magazines (nearly all nonpaid), and many ad agencies aren't even aware it exists. Still, for publishers in not-so-competitive fields, VAC has proven a lower-cost--if not widely known--alternative to Audit Bureau of Circulations (ABC) and Business Publications Audit of Circulation (BPA).

Unlike ABC or BPA, which require publishers to prove readership, VAC queries 500 subscribers yearly about their connection to the member publication. Readers are also asked research questions not raised by the other audit bureaus: whether they read the editorial and advertising, and which other publications they read.

The audits do not focus solely on numbers, but tell "how readers feel about a publication," says Alan Desser, president of VAC. VAC also reports how many of its questionnaires were not delivered.

Who uses VAC? New publications that have not yet received enough requester cards may find VAC preferable to BPA, Desser says. Moreover, VAC doesn't require a new magazine to be published for six months before auditing, and it is less expensive than BPA or ABC. VAC charges all publishers $1,680 per year, regardless of size. A large publisher might pay twice that amount for a BPA audit.

The drawback, of course, is that "it's easier to sell BPA to agencies," according to Andrew Molchan, publisher of American Firearms Industry, who uses VAC. Otherwise, he says, VAC and BPA perform about the same function. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.