CVC Begins Auditing Children’s Publication Kidsville News
Kidsville News, the nation's fastest growing children's publication and educational resource, chose CVC to conduct audits of the publication's 100 editions.
"This is the first time we've audited a publication primarily read by children," CVC CEO Tim Bingaman said. "We're excited to break into another consumer market and use our auditing expertise to help Kidsville News continue to thrive."
Publisher Bill Bowman selected CVC to conduct the audits because of the company's aggressive marketing strategies. More than any other audit company, CVC encourages clients to "flaunt" their audit and trains publishers to use the audit as a marketing tool, according to Bowman.
"I don't think you can be fulfilled in building a strong publication or company unless you have everything out on the table," Bowman said. "I want our publishers coast-to-coast to be able to point to the CVC logo and say, 'Hey, not only are we doing this, but here's our proof.'"
Many advertising sponsors may pause in disbelief when they see the circulation numbers for Kidsville News. The rack- and school-distributed publication for kindergarteners to sixth-graders has seen its circulation mushroom. As of June 2005, Kidsville News had three editions with a combined circulation of 80,000. Bowman kicked off 2008 producing 100 editions with a combined circulation of 1.25 million.
Bowman attributes the success of Kidsville News to a variety of factors. The free monthly publication is not just a single-purpose children's publication; it's also an educational resource and initiative complete with an interactive Web site and a lovable dragon named Truman, who lives and makes appearances in every market Kidsville News is published.
Kidsville News also delivers highly sought-after audiences to advertisers – kids, who are future consumers, and busy parents and educators. Bowman is strategic about his advertising sales. As opposed to traditional advertisements, Bowman only accepts "sponsorships." Sponsors use their space in Kidsville News to share a message about their involvement with the community rather than market a product or service. Major national companies tell Bowman they love Kidsville News. "They're saying it's nice to be involved with an educational initiative that lets the community know they're involved."
Bowman anticipates that his formula for success will continue to propel Kidsville News' national growth.
"We're only in 25 states. That means there are still 25 states we’re not in," Bowman said. "We've got lots and lots and lots of room to grow."