Oyster Pointer: CVC shows where businesses should advertise

Sylvia Weinstein, Oyster Pointer editor, reviews the latest CVC audit. (Photo by Susan Piland)

Extra! Extra! Read all about it! Circulation Verification Council (CVC) gives Oyster Pointer dazzling assessment after recent audit! 

Imagine a nationally recognized independent, third-party company administering to a publication a broad-spectrum diagnostic study with the intent of accurately measuring readership demographics, depicting the scope of the publication and providing valuable information about market penetration. That is exactly what the CVC does, using a unique three-tiered system of checks and balances covering printing, distribution, circulation, websites, digital editions and readership surveys, all to create an accurate and thorough evaluation of a publication’s performance and effectiveness as a marketing tool for advertisers. 

And the results are in. As its loyal and satisfied advertisers will agree, the CVC reporting audit illustrates that the nearly 10,000 copies of the Oyster Pointer in circulation each month are hitting their targets. 

The results of the CVC readership survey provide the most useful information — numbers that indicate the reader’s intent to purchase a specific service or product within the next 12 months. This produces an invaluable forecast of consumer projections, a gold mine for advertisers. 

An example of this methodology in use is reflected in the audit’s results. According to the CVC report, 77 percent of the survey respondents indicated that they would be spending a portion of their income on dining and entertainment, while 71 percent plan to spend their money on women’s apparel. 

There is a treasure-trove of these statistics waiting to be seen by advertisers who are looking to capitalize on their advertising for their individual markets. 

Sylvia Weinstein Craft, editor and publisher of Oyster Pointer, is elated to receive such a positive report from CVC. “Plain and simple, advertisers want to know if a publication can produce buyers,” she says. 

Brian DePrinzio, Oyster Pointer’s business manager

Brian DePrinzio, business manager, agrees. “The glowing response from advertisers who have consistently stayed with our publication attests to the facts of this report,” he says.

The Circulation Verification Council interviewed Oyster Pointer readers in the primary market areas indicated in the audit report, showing a mountain of data, not only about the distribution of the newspaper, but also about how the publication is used and by whom. A quick snapshot of the findings shows that the majority of Oyster Pointer readers frequently purchase products and/or services from the ads seen in Oyster Pointer and among these consumers are people from all age groups, but largely in the 45 – 54 and 55 – 64 age range, with slightly more women than men.

Any small business owner can testify that getting an ad seen by the targeted market can be a morale-beating, vicious cycle, but it does not have to be. For a company to create a lasting impact in a shared market, the key to getting results is market research, timing and a commitment to consistent advertising. “This CVC audit,” DePrinzio says, “provides the certified market research upon which our advertisers can depend.”

“We are very pleased to have a trusted, outside reporting company confirm that Oyster Pointer is a powerful marketing tool that connects local business owners with the people, the readers, the consumers of Hampton Roads,” Craft says.

The CVC has done the research and the business development team at Oyster Pointer knows the timing. All that remains is for local business owners to commit to connect their services or products with the people looking for them. According to this report, Oyster Pointer is the tool to do just that.  

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