The Strategy: Newspapers can reach readers beyond their core paid circulation audience with verified circulation, and the Statesman has evolved and varied some of its programs to comply with the recent verified circulation rules. Earlier this year, two of its standalone community newspapers—the Cedar Park Citizen and Leander Ledger—combined to make one branded edition that is delivered every Wednesday with the Statesman. Similarly, the Pflugerville Pflag recently transitioned from a standalone community newspaper to a branded edition delivered to certain ZIP codes on Wednesday with the Statesman…
Verified Circulation Tip: The Statesman chooses to report several other community newspapers that are part of its brand on a Consolidated Media Report. Because this change only happened in the first quarter of this year, the branded editions have not yet been through an audit. For now, these publications will be classified as targeted verified circulation.One product that has been through an audit is Stat!, the Statesman’s Sunday Select product that delivers coupons and inserts to more than 30,000 households every week.“We’ve noticed with single-copy sales and Sunday subscriptions that coupons are a big draw. That’s one of the ways we’re able to promote it. It has some news, some comics and additional advertising, and customers like it.”…
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