Verified Recipient Reporting (VRR) is to become compulsory for publishers with distribution that is reported with more than 80% “Mailed to Individuals less Return Copies” from the end of September 2011.

In 2009 the CAB completed an important overhaul of its rules with the focus of delivering greater transparency about the distribution of CAB audited publications and greater accountability to advertisers and media buyers. Verified Recipient Reporting (VRR) is the last component of the rule change to be implemented.

VRR shows the number of publication copies that have been requested by individuals and both paid-for and controlled circulation, requested copies can be included.

Previously it has been optional for CAB media members to include VRR in their audit to enable members to establish record-keeping processes and systems to capture and report recipient requests since it was first introduced in April 2009.

VRR presents an excellent opportunity for members with a high volume, directed distribution to demonstrate to advertisers and media buyers verified proof of the engagement of readers to their publication.

This additional reporting showcases to advertisers and media buyers the connection between publication and reader in the same way that digital publications and websites can demonstrate their audience connection with digital metrics.

So what exactly is a verified recipient request? It is simply an opt-in by the individual to receive the publication. Opt-in requests can be in the form of personally requested or purchased copies. Requests provided through third-party managed databases which contain opt-in recipient details e.g. associations, subscriptions or mailing houses can also be included.

Finally it’s worth investigating why VRR is beneficial to publishers? Five good reasons are:

•    It demonstrates your readership engagement with your brand
•    It enables publishers to re-evaluate print-run volumes
•    It acts as an important marketing tool to promote a publication
•    It provides a competitive edge over unaudited media
•    It is the international standard for business, professional and specialty publication reporting

Several CAB members have been voluntarily reporting verified recipient data since its launch in 2009. Westwick-Farrow Media was an early adopter and is very supportive of this type of reporting becoming mandatory for publishers with more than 80% of their distribution mailed to individuals.

“This initiative by the CAB delivers an extra level of transparency to marketers and media buyers” said Geoff Hird, associate publisher at Westwick-Farrow Media. “We wanted to be among the first to report this data.”

Publishers seeking more detailed information in order to comply with the new VRR rules, or who are interested in participating at an audit workshop in the coming months, can register their interest here or email auditor@auditbureau.org.au

Source: Circulations Audit Board; Geoff Hird, Westwick-Farrow Media.
By: Philip Jenkinson