School Transportation News is a monthly B2B news magazine serving the student transportation industry. As it expands its audience across print, digital, web and social channels, the company sees third-party verification as a foundational part of its business.
“We believe it’s important to provide advertisers with audited numbers,” said Tony Corpin, publisher.
That commitment extends across the many channels where STN engages its audience. In addition to print and digital subscribers, the company reports website visitors, sessions and views, as well as its social media audience across platforms including Instagram, Facebook, LinkedIn, X, Bluesky and TikTok.
“Looking at our audiences across channels helps us determine if we should invest more time in a platform,” Corpin said. “For example, we’re taking our weekly podcast and turning it into video shorts that we share on TikTok, which is a channel we’re expanding into more.”
This visibility across channels informs STN’s content and distribution strategy and reinforces internal accountability.
“By participating in the audit, we’re forcing ourselves to uphold a certain level of integrity and accuracy,” Corpin said.
That same transparency carries through to STN’s broader business, including its conferences and events.
“It’s important to be able to show exhibitors that our data has been independently verified so they know what audience to expect. We want to maintain a clear line of sight to our attendees and exhibitors to demonstrate trust and authority.”
STN also takes a proactive approach to how its verified data is presented. The team translates audited figures into visual, accessible formats such as geographic audience maps and a subscriber profile that it includes in its media kit.
“Taking the audited data and breaking it down into a visual graphic is extremely powerful and an effective selling tool.”
To further support transparency with advertisers, STN shares its AAM profile link, giving buyers direct access to its verified data and company information. This provide is also available in AAM’s members-only Media Intelligence Center and public Assurance List.
