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Background

Background. ABC approached by National Retail Advertiser Inserts were missing from newspaper copies delivered to homes of Executives 5 year conversation between ABC, Advertisers, Publishers and Newspaper Association of America Guide to Insert Process Improvement

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Background

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  1. Background ABC approached by National Retail Advertiser • Inserts were missing from newspaper copies delivered to homes of Executives • 5 year conversation between ABC, Advertisers, Publishers and Newspaper Association of America • Guide to Insert Process Improvement • Developed by IPIC: NAA, Advertisers and Newspapers • Best practices/qualitative approach to insert accuracy • Guidelines: 10 steps to improve FSI accuracy and security

  2. Background ABC Board Actions • Implementation of IVS Task Force • ABC Staff to conduct beta test audits (July ‘05 – Nov ‘05) • Recommendations regarding business rules • Report contents • Report format • Board approval (Nov 05) • Finalize report, business rules and launch plan • Launch of service January 1, 2006

  3. Audit Process 2 to 4 Weeks Prior to Test • Meeting with ABC audit management, advertising, production, and distribution staff of newspaper • Obtain copies of Reports • Circulation/Distribution Practices • Production (Quality Control Reports) • Advertising (Insert Scheduling, Number of Zones, etc). • Review procedures and documents regarding shortages and/or damaged inserts • Obtain addresses for distribution points (carrier contents, bundle drops) • Pick-up location: distribution centers, street corners, etc. • Obtain ‘regular’ schedule of insert delivery (staging) times

  4. Audit Process 5– 7 Days Prior to Test Date • Acquire list of all unique insert packages scheduled for test date (to include list of inserts in each unique package) • Acquire anticipated draw by route/distributor for test date 1 – 3 Days Prior to Test Date • Select sample routes (Approximately 365 packages) • Acquire list of known shortages/damaged inserts

  5. Audit Process Weekend of Test • In collaboration with Publisher’s personnel, acquire insert packages per sample design • Field testing comprised of 5 or more auditors collecting samples of Sunday newspapers • Each package is intercepted at the latest stage of the process prior to actual delivery to households and retail outlets

  6. Audit Process Week After Test • Compare contents of sampled packages to schedule of inserts • Compare errors (if any) to known shortages/damaged reports • Verify schedules of inserts of advertiser orders • Compile final report

  7. Findings & Learning's Learning's to Date: • Front-end meetings & communication critical to success • Complexity regarding acquisition of insert packages wholly dependent on time window after ‘staging’ occurs • Involvement of Publisher’s personnel throughout audit process strongly encouraged • Outcome reliant on Publisher’s record-keeping routines • Good results require a team effort !!!

  8. Kristina Meinig Manager, Marketing and Sales (847) 879-8412 Meinig@accessabc.com Bill Perry Director, Special Projects (847) 879-8451 PerryWM@accessabc.com Thank you! Questions?

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