certified audit of circulations quality auditing, mark of integrity
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Certified Audit of Circulations
Quality Auditing, Mark of Integrity
Welcome to CAC Quality Auditing Mark of Integrity
In a rapidly changing economic environment, the advertising community needs the best possible knowledge to make informed
media buying decisions and to compete effectively.
Certified Audit of Circulations (CAC) was established in 1956 to provide an objective verification of circulation claims for the benefit of media accountability and transparency of advertising investments. CAC’s not-for-profit forum provides a premier platform, which mandates no vested interest in the outcome of the audit findings.
The company is governed by a Board of Directors representing national advertisers, advertising agencies and publishers. CAC’s organizational structure demands the highest circulation auditing standard.
CAC is a premier, IFABC accredited national auditor of paid and free print media.
CAC is the nation’s largest provider of market research and delivery verifications for the Yellow Pages industry.
CAC Board of Directors
The Board of Directors is 2/3 advertisers and agencies and 1/3 publishers. Each board member plays a critical role in maintaining the high standards and sound practices, upon which the organization was founded. CAC Directors are leaders in their fields and serve for the benefit of media accountability.
Marsha Lawrence Best Buy CompanyDave Gusse NSA Media CorporationBarry Schiro CBA Industries, IncRobert Uccello CVS PharmaciesJanice Lucente Allstate InsuranceBob Brown Swift CommunicationsJon K. Rust Rust CommunicationsGreg Bogich ValassisKathy Heatly Starcom MediavestMike Gugliotto Pioneer NewspapersLaurie DePaola Fred Myer StoresMatt Gunderson Kohl's Department StoresSteve Pope Freedom Communications
Why Audit Circulation
“If your publication is not ABC or CAC audited, you will have a tough time showing up on Best Buy’s radar screen.”
Marsha LawrenceBest Buy Co.
• The circulation audit is the most important step in providing analytical data about the publication’s value as an advertising medium.
• The audit substantiates that the publication indeed has the circulation and the audience that it claims.
• It helps the media buyer gauge reach, see who the publication reaches, categorize geographic distribution, and other relevant information.
• A valid circulation audit is conducted by an outside third-party, not-for-profit auditing company, governed by the print advertising community.
• “Not-for-profit” means no vested interest in the outcome of the audit findings.
The CAC Difference
"We support CAC for the following reasons: CAC is a not-for-profit organization governed by the print advertising community. The non-profit structure insures no vested interest in the outcome of the audit findings. All audit rules, bylaws and company operations are established by a vote of 2/3 advertisers, 1/3 publishers and CAC's financial reporting is overseen and audited by a Board appointed auditor. CAC’s sole mission is to provide objective, accurate and reliable circulation data to aid in informed media buying."
Dave GusseNSA Media
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• CAC has a reputation of integrity, quality and value since 1956
• Accurate, objective and uncomplicated, full-disclosure reporting formats
• All print-media products qualify
• Exceptional customer service.
• Timely release of audit reports and publisher’s statements.
• Board comprised of advertisers, agencies and publishers authors and oversees auditing procedure, controls, reporting and print-media research guidelines
• IFABC accredited
The Anytown News
Daily newspaper
Contact Information
(front page only; the report also details breakdown of circulation by ZIP)
“We rely on certified circulation data when placing advertising in any type of publication. CAC provides
data we trust.” Marsha Lawrence, Best Buy Company
“Because of CAC’s full disclosure reporting format where ‘if it is distributed it counts somewhere on the audit,’ the mentality in our
circulation department has evolved from one of accounting and compliance to innovation and strategic partnering.”
David Ogle, Truth Publications
“The circulation audit is a critical step toward increasing advertising revenue.”
Renie Scibona, Freedom Communications
“CAC audit is just as valid as ABC’s. CAC's audits, like ABC's, are based on tracking real dollars for real papers.”
Dolph Tillotson, Southern Newspaper Group
“We recently switched from ABC and we just underwent our initial CAC audit. The CAC audit was the most thorough we’ve ever gone through.
We were impressed.”Mike Gugliotto, Pioneer Newspapers, Inc.
Transparency of Advertising Investments
The CAC Readership Report
The CAC Newspaper Readership Study was designed as a supplement the audit report. Featuring a standardized format, this bi-annual survey provides a credible, consistent source of readership and demographic information for all participating CAC audited publications.
Customized market information is available upon request.
General Overview
The methodology for all CAC surveys is based on guidelines established by standard research procedures, CAC Audit Rules and industry consultants. Each CAC Readership study is conducted under a rigorous set of methodological and procedural controls. All studies are conducted from the CAC corporate offices in Wayne, New Jersey under the direct supervision of Research Department staff.
Each study sample encompasses all households within the Publisher's defined circulation area. Participants are selected at random with each household within the market area having an equal chance of being selected. Where applicable, a minimum and equal number of male and female adult respondents will be interviewed, and a proportional formula applied (based on total circulation within ZIP codes) to ensure a high degree of statistical validity and market representation. All studies must meet the industry research standard of 95% confidence level.
Information really is power in today's competitive marketplace. CAC Market Research conducts demographically enhanced market studies upon your specific requests. Whether you need to know if your publication is delivered properly or which segment of the population uses it the most, CAC provides answers to critical business questions that can help you link ideas and data in new and creative ways. The end result? Knowledge of your market will position you to compete effectively, understand your audience, identify needed product or organizational changes, and ultimately, strengthen your bottom line. CAC's Market Research Division applies decades of direct industry experience to each project undertaken. Our bi-lingual staff conducts a full range of standard and customized projects in areas that include:
– Verified Distribution Information (Yellow Pages, Flyers, Samples, Catalogues, Guides, Magazines, Coupons, Promos)–Insert Delivery Verification–Awareness, Attitude and Usage –Product Distribution -Customer Satisfaction–Bi-lingual Research Services–Demographic Data–Alternate Delivery
CAC Market Research
Membership Benefits
Certified Audit of Circulations audits circulation for the benefit of the advertising community. The company upholds the highest auditing standard in reporting circulation.
Advertisers receive:
Audit Reports Publisher’s Statements Redi-Reference: circulation database Redi-Reference on a CD-Rom On-line access to CAC data Market Research Information Market Research Services
Publishers receive:
Third-party circulation/distribution certification by an advertiser governed organization. Circulation information of other CAC and ABC members Standards of measure and comparability Resourceful asset allocation/Savings Market research services
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Contact Us:Mark Stoecklin, CEO, Ext. 131, [email protected]
Debbie Maragoudakis, Auditing, Ext. 123, [email protected]
Dave Roe, Operations and Technology, Ext. 121, [email protected]
Michele DellaPorta, Research, Ext. 129, [email protected]
Evelina Sodt, Marketing and New Members, Ext.124, [email protected]
Certified Audit of Circulations (CAC)155 Willowbrook BlvdWayne, New Jersey, 07470