• Mediaweek, Wednesday, August 22, 2007 11:15 AM

While their use of verified circulation, or public place copies, has kicked up a fuss in the buying community, publishers haven't stopped using the metric to boost their numbers. And a full year after verified circulation became its own category, the number of magazines most often distributed via the channel is on the rise.

A total of 230 titles distributed verified copies in the first half of the year, according to the Audit Bureau of Circulations, flat with the same period in 2006, but the total number of verified copies has risen to 13.6 million from 13.4 million. Among those titles coming under scrutiny are Bonnier Corp.'s Ski and Skiing, where more than half of total circulation was verified in the first-half, jumps of 24 percent and 54 percent, respectively. Disney Publishing Worldwide's FamilyFun was also deep into verified, with it accounting for a full 20 percent of the 2 million rate base.

But some media buyers say they will be scrutinizing publishers that posted big increases in verified circulation. "There's no question, I am concerned about the use of verified in light of the numbers going up," says Brenda White, vice president and director of print investment at Starcom USA. "I don't want to see a lot of it, and I don't want to see it make your rate base."

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