• Mediaweek, Tuesday, February 3, 2009 9:15 AM

Many publications have increased their reliance on verified, or free public-place copies, per Rapid Report research. The upticks come at a time when publishers are facing sharp declines in single-copy sales.

At Hearst Magazines' Marie Claire, for instance, verified averaged 39,167 in the second half, up from a mere 587 in the first half. At sibling publication Seventeen, verified almost doubled, to 120,000 copies in November, up from an average of 67,036 per issue in the first half of 2008. A Hearst rep notes that at both titles, verified still accounts for less than 5% of total circulation.

Media buyers raise an eyebrow when titles hike their verified, especially when it is used to meet the rate-base guarantee or represents more than 5% of total circulation. Kelly Foster, senior partner at MindShare USA, says in addition to changes in verified numbers, she is also aware of an increase in rock-bottom subscription offers. "We're seeing far too many offers of really inexpensive subs, which is concerning. Why wouldn't they just reduce circulation?"

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