To Download the PDF File, Click Here.

Audit Period: October 1, 2008 – September 30, 2009

The Shopping Bag Advertiser
201 Main Street
East Rochester, NY 14445
(585) 385-1974
(585) 385-3507

 

EMAIL: peterstahlbrodt@yahoo.com
FAX www.rochesteradvertiser.com

1. Publication Information

Average Net Circulation:
Number of Editions:
Format / Average Page Count:
Circulation Cycle:
Circulation Day / Time:
Ownership:
Year Established:
Publication Type:
Content:
Circulation Paid/Unpaid:
Primary Delivery Methods:
Insert Zoning Available:
CVC Member Number:
DMA/MSA:
Audit Funded By:
221,730 (Print Edition)
One
Tabloid / 16 Pages
Weekly
Wednesday / by 5 PM
Greater Rochester Advertiser, Inc
1972
Shopper
90% Advertising / 10% Editorial
100% Unpaid / 0% Paid / 0% Sponsored
0% Home Delivery / 99% Mail / 1% Office & Restock
Yes - Route
16-0372
Rochester, NY / Rochester, NY
Free Community Papers of New York

2. Rate Card and Mechnical Data

Rate Card Effective Date:
Mechanical Data:
Full page:
Open Rate:

Insert Open Rate:
Classified Rate:
January 1, 2009
Five (5) columns x 13" inch column depth
11.25" wide X 13" depth.
Local: $95.00 per column inch
National: $95.00 per column inch
$55.00 per thousand
$75.00 per column inch
Volume, frequency, contract, color, and other rates may be available from the publisher.

3. Contact Information

Publisher:
Advertising:
Circulation:
Peter Stahlbrodt
Patty Emmi
Cindy Liming
EMAIL: peterstahlbrodt@aol.com
EMAIL: pemmi@rochesteradvertiser.com
EMAIL: climing@rochesteradvertiser.com

4. Circulation Pricing

The Shopping Bag Advertiser is a controlled circulation weekly without circulation pricing.
Annual mail subscription rate: Contact Publisher

5. Audited Circulation, Distribution and Net Press Averages - Print Edition

CVC Account Number: 16-0372

The Shopping Bag
East Rochester, NY
Audit Period Summary
Average Net Circulation (5-H)
Average Gross Distribution (5-F)
Average Net Press Run (5-A)
221,730
221,730
221,830
Audit Period Detail
A. Average Net Press Run
B. Office / File
C. Controlled Distribution
1. Home Delivery
2. Controlled Bulk Delivery / Demand Distribution
3. Mail
4. Restock & Office Service
5. Other:
TOTAL AVERAGE CONTROLLED DISTRIBUTION
D. Paid Distribution
1. Home Delivery
2. Single Copy
3. Mail
4. Restock & Office Service
5. Other:
TOTAL AVERAGE PAID DISTRIBUTION
E. Sponsored / Voluntary Paid Distribution
1. Home Delivery
2. Single Copy
3. Mail
4. Restock & Office Service
5. Other:
TOTAL AVERAGE SPONSORED DISTRIBUTION
F. Average Gross Distribution
G. Unclaimed / Returns
H. Average Net Circulation

221,830
100

0
0
220,321
1,409
0
221,730

0
0
0
0
0
0

0
0
0
0
0
0
221,730
(0)*
221,730

6A. Audited Average Website Reporting

Audit Period Average
Website Unique Visitors Not Reported
Website Page Views Not Reported

6B. Audited Online Edition Reporting

Audit Period Average
Unique Digital Edition Visitors
Not Applicable
Digital Edition Page Views
Not Applicable

7. Explanatory

PARAGRAPH FIVE
AUDIT PERIOD SUMMARY
AVERAGE NET CIRCULATION: See audit period detail (H).
AVERAGE GROSS DISTRIBUTION: See audit period detail (F).
NET PRESS RUN: See audit period detail (A).
AUDIT PERIOD DETAIL

A.

1. NET PRESS RUN: Average net press run during the audit period indicated. The net press run average does not include press waste, or start-up copies.
B. 1. OFFICE / FILE: Undistributed editions maintained by the publisher for office purposes. Office / File editions do not qualify as controlled, paid, or sponsored distribution.
C. CONTROLLED DISTRIBUTION (NON-PAID): Editions distributed by the publisher free of charge.
1. HOME DELIVERY: Editions delivered by private carrier to single family residences, and/or multi?] family residences, and/or businesses.
2. CONTROLLED BULK / DEMAND DISTRIBUTION: Editions distributed to newsracks, newsstands, and/or area retail businesses and available to individual readers. Subject to paragraph 5E returns.
3. MAIL: Editions delivered by United States Postal Service mail to single family residences, and/or multi-family residences, and/or businesses.
4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns.
D. PAID DISTRIBUTION: Editions distributed by the publisher through paid subscription or other monetary exchange with individual readers.
1. HOME DELIVERY: Editions distributed by private carrier to paid subscribers in single family residences, and/or multi-family residences, and/or businesses.
2. SINGLE COPY: Editions distributed to newsracks, newsstands, and/or area retail businesses and available to individual readers. Subject to paragraph 5E returns.
3. MAIL: Editions delivered by United States Postal Service mail to paid subscribers in single family residences, and/or multi-family residences, and/or businesses.
4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns.
5. OTHER:
E. SPONSORED / VOLUNTARY PAID DISTRIBUTION: Editions distributed by the publisher that are sponsored by a third party monetary exchange.
1. HOME DELIVERY: Editions delivered by private carrier to sponsored subscribers in single family residences, and/or multi-family residences, and/or businesses.
2. SINGLE COPY: Editions distributed to newsracks, newsstands, and/or area retail businesses and available to individual readers on a voluntary pay basis. Subject to paragraph 5E returns.
3. MAIL: Editions delivered by United States Postal Service mail to sponsored subscribers in single family residences, and/or multi-family residences, and/or businesses.
4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of voluntary or sponsored newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns.
5. OTHER:
F. 1. AVERAGE GROSS DISTRIBUTION: Average gross distribution for the audit period indicated. (Total of controlled distribution (A), paid distribution (B), and sponsored distribution (C)).
G. 1. UNCLAIMED / RETURNS: Distributed editions returned to the publisher unsold and/or unclaimed during the edition cycle *(See paragraph 12 for CVC return/unclaimed confirmation.)
H. 1. AVERAGE NET CIRCULATION: Average net circulation for the audit period indicated. (Total of controlled distribution (C), paid distribution (D), and sponsored distribution (E) minus unclaimed / return (G)).
PARAGRAPH SIX (A)
UNIQUE VISITORS: A unique visitor to a website where the user registers or where the user is identified cookie, IP address, or other ID that is attached to the browser within the defined cycle. Limitationsa apply to the measurement of unique visitors. Please see CVC Rules & Regulations for further information.
PAGE VIEWS: The transmittal of a full page contained within the website to the user’s browser.
PARAGRAPH SIX (B)
UNIQUE DIGITAL EDITION VISITORS: Unique visitors to a digital edition publication where the user registers or where the user is identified or marked by a cookie, IP address, or other ID, within a defined time period (i.e. day, week or month). A unique visitor counts once within the timescale. A visitor can make multiple visits. Limitations apply to the measurement of unique visitors. Please see CVC Rules & Regulations for further information.
DIGITAL EDITION PAGE VIEWS: Requests for files whose types are defined as pages; transmittals of full pages contained within the digital edition publication to the user’s browser. Several page views are expected to be logged per Visit/Session.

8. Average Print Circulation History

YEAR AUDIT SOURCE Q1 Q2 Q3 Q4
1/01/09-12/31/09
CVC
215,975
218,623
212,462
-
1/01/08-12/31/08
CVC
248,319
248,935
246,9998
235,297
1/01/07-12/31/07
CVC
259,699
252,382
247,973
247,950
1/01/06-12/31/06
CVC
264,200
264,031
262,050
262,050
1/01/05-12/31/05
CVC
262,199
262,519
262,950
263,488
1/01/04-12/31/04
CVC
-
259,455
259,699
261,450

9. Distribution by Zip Code

ZIPCODE CITY/AREA COUNTY HOMEDELIVERY CONTROLLEDBULK MAIL OFFICE/RESTOCK TOTAL
14428 Churchville Monroe 0 0 3,589 0 3,589
14445 EastRochester Monroe 0 0 3,395 0 3,395
14450 Fairport Monroe 0 0 16,051 0 16,051
14467 Henrietta Monroe 0 0 4,101 0 4,101
14472 HoneoyeFalls Monroe 0 0 457 0 457
14506 Mendon Monroe 0 0 450 0 450
14514 NorthChili Monroe 0 0 2,095 0 2,095
14515 NorthGreece Monroe 0 0 210 0 210
14526 Penfield Monroe 0 0 7,569 0 7,569
14534 Pittsford Monroe 0 0 11,788 0 11,788
14559 Spencerport Monroe 0 0 6,849 0 6,849
14564 Victor Ontario 0 0 5,432 0 5,432
14580 Webster Monroe 0 0 19,194 0 19,194
14606 Rochester Monroe 0 0 7,285 0 7,285
14607 Rochester Monroe 0 0 5,536 0 5,536
14609 Rochester Monroe 0 0 12,273 0 12,273
14610 Rochester Monroe 0 0 5,973 0 5,973
14612 Rochester Monroe 0 0 13,796 0 13,796
14615 Rochester Monroe 0 0 6,382 0 6,382
14616 Rochester Monroe 0 0 11,357 0 11,357
14617 Rochester Monroe 0 0 9,364 0 9,364
14618 Rochester Monroe 0 0 8,313 0 8,313
14620 Rochester Monroe 0 0 7,302 0 7,302
14621 Rochester Monroe 0 0 2,933 0 2,933
14622 Rochester Monroe 0 0 5,456 0 5,456
14623 Rochester Monroe 0 0 7,518 0 7,518
14624 Rochester Monroe 0 0 14,214 0 14,214
14625 Rochester Monroe 0 0 4,562 0 4,562
14626 Rochester Monroe 0 0 11,809 0 11,809
TOTAL 0 0 215,253 0 215,253

10. Distribution by County (7/1/2009 Edition, Wednesday)

COUNTY CITY/AREA HOMEDELIVERY CONTROLLEDBULK MAIL OFFICE/RESTOCK TOTAL
Monroe Churchville
East Rochester
Fairport
Henrietta
Honeoye Falls
Mendon
North Chili
North Greece
Penfield
Pittsford
Rochester
Spencerport
Webster		 0 0
209,821
 0
209,821
Ontario Victor 0 0 5,432 0 5,432
TOTAL 0 0
215,253
 0
215,253

11. Verification of Receivership & Readership

Controlled Home Delivery and Mail Distribution
The Circulation Verification Council interviewed 1,313 residents in the primary market areas
indicated in paragraph nine. The purpose was to identify the number of residents who indicate
they receive the publication on a regular basis, and further identify the number of residents who
read or look through the publication. The interviews took place throughout the audit period
between the hours of 5:30 PM-8:30 PM and 10:00 AM-2:00 PM. All respondents identified
themselves as 18 or older.
1. The Shopping Bag Advertiser is distributed regularly in your area. Do you receive The
Shopping Bag Advertiser on a regular basis?
2. (If response to #1 was YES) Do you or someone in your household regularly read or look
through The Shopping Bag Advertiser?
CVC interviews indicate that 1,305 of 1,313 households or 99.4% indicated they receive The
Shopping Bag Advertiser on a regular basis.
CVC interviews indicate that 1,141 of 1,305 or 87.4% indicate they regularly read or look
through The Shopping Bag Advertiser.
*Households reporting stop delivery requests were excluded from the survey.
The Circulation Verification Council estimates that all the information in this text box has a minimum accuracy level of +/-2.5%.

12. Verification of Distribution

Controlled Bulk / Demand Distribution
The Shopping Bag Advertiser did not report significant controlled bulk / demand distribution,
or single copy distribution during the audit cycle.

13. Paid Reporting Analysis

HOME DELIVERY
Basic Rates: N/A
AVERAGE NUMBER OF SUBSCRIPTIONS
Full Basic Rate
0
Over 75% of Basic Rate
0
Over 50% of Basic Rate
0
Under 50% of Basic Rate
0
MAIL
Basic Rates: N/A
AVERAGE NUMBER OF SUBSCRIPTIONS
Full Basic Rate
0
Over 75% of Basic Rate
0
Over 50% of Basic Rate
0
Under 50% of Basic Rate
0
SINGLE COPY
COVER PRICE: N/A
AVERAGE WHOLESALE RATE: N/A
OTHER:

14. Council Audit Statement

Circulation Verification Council (CVC) reviewed the printing, distribution, circulation, and general business records of this publication for the purpose of compiling this information. The review was completed using Council audit procedures considered necessary under the circumstances of the audit in compliance with CVC Rules and Requirements. In our opinion, this report fairly and accurately represents the publication's printing, distribution, and circulation for the period indicated.

The Shopping Bag Advertiser - East Rochester, N Y- 16-0372 - Supplemental Readership Study

The Circulation Verification Council interviewed 1,313 residents in the primary market areas indicated in publication’s CVC audit report. The purpose was to identify the number of residents who indicate they receive the publication on a regular basis, identify the number of residents who read or look through the publication, and gather readership study information useful for advertising purchase decisions. Market statistics estimates appearing in CVC reports are obtained from EASI Software. The population studied consisted of adults age 18 and over, living in households within the survey area. Within this area, each household and each adult within the household had a known (or “non-zero" probability of being selected for the sample. Interviews were conducted solely with pre-designated respondents and no substitutions were permitted. The verification and readership study took place throughout the audit cycle between the hours of 5:30 PM and 8:30 PM and 10:00 AM and 2:00 PM. Initial interview attempts were spread evenly across all survey days (i.e., Tuesday through Saturday). A minimum of 250 completed interviews is required with no more than one interview per household. Interview Procedures: To ensure the highest degree of comparability and to facilitate the auditing process, a standard, consistent, specified list of interview questions was asked. Interviews were conducted by CVC with supervision, interview training, and monitoring capabilities. Interviews were conducted over a minimum period of four weeks to minimize the impact of weather and/or special events. Every effort was made to ensure that interviews were assigned randomly by day and that an approximately equal number of interviews were completed on each interviewing day. Where appropriate, data was balanced and/or weighted by ZIP code using up-to-date known demographics: gender, age, number of adults in household and ethnicity in those cases where one minority comprised no less than ten percent of the total population. Non-responses to any single question were eliminated from the survey. In all cases, at least six attempts were made to contact all pre-designated respondents. The telephone rang a minimum of six times each time a number was dialed before the attempt was classified as a “Shopping Bag Advertiser? YES 1,305 99.4% NO 8 00.6% 2. Do you or someone in your household regularly read or look through The Shopping Bag Advertiser? YES 1,141no answer.” Each number was dialed at different times and, as necessary, on different days. Every effort was made to surmount language, cultural, behavioral and other barriers to a successful interview; and to the extent feasible, callbacks were scheduled on a random basis. At least one callback attempt per respondent was made on a weekend. During the interview process, no questions were asked prior to the publication readership question, with the exception of a qualifying question designed to determine the ZIP code of recipient residence; and a general warm-up call explanation designed to put the respondent at ease. Warm-up questions did not include any reference to the publication itself or the nature of the study. This study followed recommended guidelines developed in part from the Advertising Research Foundation (ARF) readership guidelines. Survey totals may not equal 100% due to rounding. The Circulation Verification Council estimates that all the information in this survey has a maximum error margin of +/- 2.5 at the 95% confidence level. *1,141 Survey respondents were interviewed during the verification of home delivery and mail distribution. 0 Survey respondents reported reading a minimum of two of the last four issues through single copy, controlled bulk, or pass along distribution.
• Average readers per edition during the audit period: 1.70*
*Readership estimates compiled from 2009 CVC circulation & readership study data.

1. The Shopping Bag Advertiser is distributed regularly in your area. Does your household regularly receive The
Shopping Bag Advertiser?

YES
NO

1,305
8

99.4%
00.6%

2. Do you or someone in your household regularly read or look through The Shopping Bag Advertiser?

YES
NO

1,141
164

87.4%
12.6%

3. Do you frequently purchase products or services from ads seen in The Shopping Bag Advertiser?

YES
NO

939
202

 82.3%
17.7%

4. How long do you keep The Shopping Bag Advertiser before discarding it?
57%
11%
09%
23%

1-2 Days
3-4 Days
5-6 Days
1 Week or More


5. Please select the category that best describes your age.
Reader
Demographics
02%
06%
19%
24%
23%
16%
09%
02%

Market
Demographics
06% 18 - 20
08% 21 - 24
15% 25 - 34
19% 35 - 44
21% 45 - 54
15% 55 - 64
08% 65 - 74
09% 75 years or older

6. What category best describes your combined annual household income for last year?

Reader
Demographics
10%
25%
24%
19%
14%

Market
Demographics
17% Under $25,000
22% $25,001 - $49,999
19% $50,000 - $74,999
16% $75,000 - $99,999
17% $100,000 - $149,999

7. What is the highest level of education you have obtained?

Reader
Demographics
03%
28%
29%
29%
11%

Market
Demographics
10% Some High School or Less
24% Graduated High School
29% Some College
22% Graduated College
15% Completed Post Graduate

8. Which of the following products or services do you plan to purchase during the next twelve months?

14%
10%
15%
44%
23%
15%
42%
35%
17%
59%
41%
39%
38%
43%
03%
72%
84%
51%
01%
30%
22%
43%
09%
22%
15%
21%
62%
24%
41%
03%
40%
49%
78%
23%
85%
18%
13%
39%

New Automobile (% = Positive respondents)
Used Automobile
Antiques / Auctions
Furniture / Home Furnishings
Major Home Appliance
Home Computers
Home Improvements / Supplies
Television / Electronics
Carpet / Flooring
Automobile Accessories (tires, brakes & service)
Lawn & Garden
Florist / Gift Shops
Home Heating / Air Conditioning (service, new equipment)
Vacations / Travel
Real Estate
Men’s Apparel
Women’s Apparel
Children’s Apparel
Boats / Personal Watercraft
Art & Crafts Supplies
Childcare
Education / Classes
Attorney
Veterinarian
Chiropractor
Financial Planner (Retirement, Investing)
Tax Advisor / Services
Health Club / Exercise Class
Cleaning Services (Carpet Cleaning, Air Duct Cleaning, Home Cleaning)
Weight Loss
Lawn Care Service (Maintenance & Landscaping)
Legal Gambling Entertainment (Lottery, Casinos, Racetracks, Bingo)
Pharmacist / Prescription Service
Cellular Phone New/Update Service
Dining & Entertainment
Jewelry
Wedding Supplies
Athletic & Sports Equipment

 


201 Main Street • East Rochester, NY 14445
(585) 385-1974

 

Home • Contact Us • Email Site To A Friend

 

© Shopping Bag/ADVERTISER. All rights reserved.