Diario Libre is the only newspaper in the DR that audits its circulation
Expert says this guarantees the power of readership
SANTO DOMINGO. The Diario Libre newspaper is shown as the only newspaper in the Dominican Republic whose editions are audited and certified daily by the Instituto Verificador de Circulaciones (IVC) which is something that gives it a distinctive stamp of transparency.
The press run of 112,000 daily newspapers, certified by the IVC for more than 9 years, underlines its position of leading in readership by a two to one margin in each social class over its closest competitor.
Lawyer Juan B. Landini, the auditor of the Argentine Instituto Verificador de Circulaciones, makes a point of the fact that only the Diario Libre and the Yellow Pages in this country are audited, which gives them a privileged position, because they are telling those who use these media: "We have transparent numbers."
The fact that the press runs of a newspaper is transparent because it is audited on a daily basis, is useful for those that invest money in publicity to have a true idea of the cost per reader of that publicity, because what they are really looking for is the real cost per contact, the expert emphasized and underscored.
At the present time, the IVC in Argentina is carrying out audits of newspapers and magazines in the Dominican Republic, Colombia, Uruguay, Puerto Rico, Chile and it is starting up in Peru, and Paraguay. There are similar institutes in Brasil (Instituto Verificador de Circulaçao, created in 1961), Mexico (Instituto Verificador de Medios, 1990) and the United States (Audit Bureau of Circulations, 1914).
All these countries, in addition to Spain with its Officina de Justificación de la Difusión (OJD) and Portugal with its Asociacion Portuguesa para el Control de la Tirada y Circulacion, came together in October of 2006 to form the Grupo Iberamericano with the aim of defining, principally in South and Central America, the concept of an audited circulation by tripartite (advertisers, ad agencies, and editors) and independent entities.
How they audit
Regarding the reliable method that is used by the IVC to carry out its studies, Landini explained that it is based on accounting and the movement of paper. With the amount of paper consumed by the publication, they can calculate the number of copies that are printed. And from this they can cross check with accounting to calculate the parameters that establish the veracity of the audit. The International Federation of Circulation Verification Institutes brings together more than 40 countries and they audit 20,000 publications.
The press run of 112,000 daily newspapers, certified by the IVC for more than 9 years, underlines its position of leading in readership by a two to one margin in each social class over its closest competitor.
Lawyer Juan B. Landini, the auditor of the Argentine Instituto Verificador de Circulaciones, makes a point of the fact that only the Diario Libre and the Yellow Pages in this country are audited, which gives them a privileged position, because they are telling those who use these media: "We have transparent numbers."
The fact that the press runs of a newspaper is transparent because it is audited on a daily basis, is useful for those that invest money in publicity to have a true idea of the cost per reader of that publicity, because what they are really looking for is the real cost per contact, the expert emphasized and underscored.
At the present time, the IVC in Argentina is carrying out audits of newspapers and magazines in the Dominican Republic, Colombia, Uruguay, Puerto Rico, Chile and it is starting up in Peru, and Paraguay. There are similar institutes in Brasil (Instituto Verificador de Circulaçao, created in 1961), Mexico (Instituto Verificador de Medios, 1990) and the United States (Audit Bureau of Circulations, 1914).
All these countries, in addition to Spain with its Officina de Justificación de la Difusión (OJD) and Portugal with its Asociacion Portuguesa para el Control de la Tirada y Circulacion, came together in October of 2006 to form the Grupo Iberamericano with the aim of defining, principally in South and Central America, the concept of an audited circulation by tripartite (advertisers, ad agencies, and editors) and independent entities.
How they audit
Regarding the reliable method that is used by the IVC to carry out its studies, Landini explained that it is based on accounting and the movement of paper. With the amount of paper consumed by the publication, they can calculate the number of copies that are printed. And from this they can cross check with accounting to calculate the parameters that establish the veracity of the audit. The International Federation of Circulation Verification Institutes brings together more than 40 countries and they audit 20,000 publications.