Certified Audit of Circulations, Inc. (CAC) was established in 1956 to provide an objective verification of circulation claims for the benefit of media accountability and transparency of advertising investments. The company is governed by a Board of Directors representing national advertisers, advertising agencies and publishers proving an organizational structure that demands the highest circulation auditing standard. CAC is a premier, IFABC accredited, national auditor of paid and free print media in addition to being the nation’s largest provider of market research and delivery verifications for the Yellow Pages industry.

1. Certified Audit of Circulations
Quality auditing. Mark of integrity. Value since 1956.

2. Welcome to CAC
In a rapid ly changing econom ic environm ent, the ad vertising com m unity need s the
best possible knowled ge to m ake inform ed m ed ia buying d ecisions and to com pete
effectively.
C e rtifie d Au d it o f C ircu latio n s ( C AC ) w as e s tab lis h e d in 1 95 6 to p ro vid e an
o b je ctive ve rificatio n o f circu latio n claim s fo r th e b e n e fit o f m e d ia acco u n tab ility
an d tran s p are n cy o f ad ve rtis in g in ve s tm e n ts . C AC ’s fo ru m ad ve rtis e rs , ag e n cie s
an d p u b lis h e rs p ro vid e s a p re m ie r p latfo rm m an d atin g n o ve s te d in te re s t in th e
o u tco m e o f th e au d it fin d in g s .
C AC is a p re m ie r, I FAB C accre d ite d n atio n al au d itin g an d re s e arch o rg an iz atio n
o f p rin t m e d ia.
C AC is th e n atio n ’s larg e s t p ro vid e r o f m ark e t re s e arch an d d e live ry ve rificatio n s
fo r th e Ye llo w Pag e s in d u s try.

3. CAC Board of Directors
The Board of Directors is 2/3 advertisers and agencies and 1/3
publishers. Each board member plays a critical role in maintaining
the high standards and sound practices, upon which the
organization was founded. CAC Directors are leaders in their fields
and serve for the benefit of media accountability.
Marsha Lawrence Best Buy Company
Dave Gusse NSA Media Corporation
Barry Schiro CBA Industries, Inc
Robert Uccello CVS Pharmacies
Debra Crawford Berry Network
Janice Lucente Allstate Insurance
Bob Brown Swift Communications
Jon K. Rust Rust Communications
Greg Bogich Valassis
Kathy Heatley Starcom Mediavest
Mike Gugliotto Pioneer Newspapers
Laurie DePaola Fred Myer Stores
Matt Gunderson Kohl's Department Stores
Steve Pope Freedom Communications

4. Why Audit Circulation
“If your publication is not ABC or CAC audited, you will have
a tough time showing up on Best Buy’s radar screen.”
Marsha Lawrence
Best Buy Co.
• The circulation audit is the most important step in providing
analytical data about the publication’s value as an advertising
medium.
• The audit substantiates that the publication indeed has the
circulation and the audience that it claims.
• It helps the media buyer gauge reach, see who the publication
reaches, categorize geographic distribution, and other relevant
information.
• A valid circulation audit is conducted by an outside third-party,
not-for-profit auditing company, governed by the print advertising
community.
• Meeting all requisites for IFABC accreditation (www.ifabc.org) to
ensure no vested interest in the outcome of the audit findings.

5. The CAC Difference
"We support CAC for the following
reasons: CAC is a not-for-profit
organization governed by the print
advertising community. The non-
profit structure insures no vested
interest in the outcome of the audit
findings. All audit rules, bylaws and
company operations are established
by a vote of 2/3 advertisers, 1/3
publishers and CAC's financial
reporting is overseen and audited
by a Board appointed auditor.
CAC’s sole mission is to provide
objective, accurate and reliable
circulation data to aid in informed
media buying."
Dave Gusse
NSA Media
_______________________________
• CAC has a reputation of integrity, quality and
value since 1956
• Accurate, objective and uncomplicated, full-
disclosure reporting formats
• All print-media products qualify
• Exceptional customer service.
• Timely release of audit reports and
publisher’s statements.
• Advertisers, agencies and publishers author
and oversee auditing procedure, controls,
reporting and print-media research guidelines
• IFABC accredited

6. The Anytown News
Daily newspaper
(front page only; the report also details breakdown of circulation by ZIP)
Contact Information

7. Wonder what it’s really
like to work with CAC?
We could tell you.
But we think it’s better to
hear it straight from our
members.
“We rely on certified circulation data when placing advertising in any type
of publication. CAC provides data we trust.”
- Marsha Lawrence, Best Buy Company
"Our transition to CAC has allowed for greater flexibility and sizable
expense savings. All of this without sacrificing our audit integrity".
- Michael Theriault , Sun Journal
“Media General's North and South Carolina Community Newspapers are
excited to be working with the staff at CAC to provide our customers
with trustworthy data. To a person, Circulation Directors in this group
have a new sense of enthusiasm with regards to growing paid circulation
volumes and a fresh confidence in knowing the staff at CAC is always
ready to assist with new programs to assure compliance”.
-Curt Moon, Media General
“Because of CAC’s full disclosure reporting format where ‘if it is distributed
it counts somewhere on the audit,’ the mentality in our circulation
department has evolved from one of accounting and compliance to
innovation and strategic partnering.”
- David Ogle, Truth Publications
“The CAC circulation audit is a critical step toward increasing advertising
revenue.”
- Renie Scibona, Independent Newspapers
“CAC audit is just as valid as ABC’s. CAC's audits, like ABC's, are based
on tracking real dollars for real papers.”
- Dolph Tillotson, Southern Newspaper Group
To find out about CAC, call 973.785.3000 or email esodt@certifiedaudit.com

8. The CAC Readership Report
The CAC Newspaper Readership Study was designed as a
supplement the audit report. Featuring a standardized format,
this survey provides a credible, consistent source of readership,
readers per household and retention for all participating CAC
audited publications.
Customized market information is available upon request.
General Overview
The methodology for all CAC surveys is based on guidelines
established by standard research procedures, CAC Audit Rules
and industry consultants. Each CAC Readership study is
conducted under a rigorous set of methodological and
procedural controls. All studies are conducted from the CAC
corporate offices in Wayne, New Jersey under the direct
supervision of Research Department staff.
Each study sample encompasses all households within the
Publisher's defined circulation area. Participants are selected at
random with each household within the market area having an
equal chance of being selected. Where applicable, a minimum
and equal number of male and female adult respondents will be
interviewed, and a proportional formula applied (based on total
circulation within ZIP codes) to ensure a high degree of
statistical validity and market representation. All studies must
meet the industry research standard of 95% confidence level.

9. CAC Market Research
Information really is power in today's competitive marketplace. CAC Market
Research conducts demographically enhanced market studies upon your specific
requests. Whether you need to know if your publication is delivered properly or
which segment of the population uses it the most, CAC provides answers to critical
business questions that can help you link ideas and data in new and creative ways.
The end result? Knowledge of your market will position you to compete effectively,
understand your audience, identify needed product or organizational changes, and
ultimately, strengthen your bottom line.
CAC's Market Research Division applies decades of direct industry experience to each
project undertaken. Our bi-lingual staff conducts a full range of standard and
customized projects in areas that include:
– Verified Distribution Information
(Yellow Pages, Flyers, Samples, Catalogues,
Guides, Magazines, Coupons, Promos)
- Total Audience
–Insert Delivery Verification
–Awareness, Attitude and Usage
–Product Distribution
-Customer Satisfaction
–Bi-lingual Research Services
–Demographic Data
–Alternate Delivery

10. Membership Benefits
Certified Audit of Circulations
audits circulation for the benefit of
the advertising community. The
company upholds the highest
auditing standard in reporting
circulation.
Advertisers receive:
• Audit Reports
• Publisher’s Statements
• Redi-Reference: circulation database
• Redi-Reference on a CD-Rom
• On-line access to CAC data
• Market Research Information
• Market Research Services
Publishers receive:
• Third-party circulation/distribution
certification by an advertiser governed
organization.
• Circulation information of other CAC
and ABC members
• Standards of measure and
comparability
• Resourceful asset allocation/Savings
• Market research services
_________________________________

11. Management Team Contacts:
Mark Stoecklin, CEO, Ext. 131,
mstoecklin@certifiedaudit.com
Debbie Maragoudakis, Audit Director, Ext. 123,
dmaragoudakis@certifiedaudit.com
Dave Roe, Director of Operations and Technology, Ext. 121,
droe@certifiedaudit.com
Evelina Sodt, Director of Marketing, Ext.124,
esodt@certifiedauidt.com
Michele DellaPorta, Research Manager, Ext. 129,
mdellaporta@certifiedaudit.com
Certified Audit of Circulations (CAC)
155 Willowbrook Blvd
Wayne, New Jersey, 07470
973.785.3000
info@certifiedaudit.com