D 5.1 Geographic Analysis

Paragraphs (a) through (h) of this rule apply to both Publisher's Statement forms. Paragraph (i) applies to only the Paid and Qualified Non-Paid Circulation Form.

D 5.2 Business Analysis

Paragraphs (a) through (k) of this rule apply to both Publisher's Statement forms. Paragraph (l) applies only to the Paid and Qualified Non-Paid Circulation Form.

(a) Publisher's Statements and Audit Reports of business publications shall contain a business analysis of subscription circulation. This requirement is mandatory for United States and Canadian subscriptions but optional for international subscriptions.

In addition, publishers may analyze and report circulation separately by country or countries subject to the Bureau's standard procedure for establishing a business analysis of subscription circulation.

(b) It shall be optional for all business publication Publisher's Statements and Audit Reports to include in Paragraph 3 separate subtotals for Canadian and international subscription circulation, whether or not such circulation is analyzed.

(c) The business analysis shall be a breakdown by business and industry and/or by title, occupation or function. The analysis shall include sub-totals for Total Qualified paid and non-paid circulation. Paid and non-paid circulation shall be reported in separate columns when paid circulation equals or exceeds 50 percent of total circulation. All publications serving the same field may employ a mutually agreed-upon schedule of classifications subject to the approval of the managing director.

(d) When the nature of a publication is such that a business analysis would be inordinately burdensome or impossible, the Board of Directors may waive such requirements, in which event the publisher shall substitute for the analysis the following: "Figures are omitted by special permission of the Board of Directors."

(e) Figures analyzed in the paragraph relating to the business analysis shall include individual subscriptions, association subscriptions, group (mail subscriptions special) and bulk (term subscriptions in bulk) but exclude newsdealer and single copy sales. If association subscriptions, subscriptions limited to special feature issues (intermittent subscriptions), sponsored educational bulk sales, or subscriptions sold on a nondeductible basis to registrants at trade shows or business seminars equal or exceed 2 percent of the issues analyzed, they shall be shown separately in the analysis. The issue analyzed must be the same as used in the Geographic Analysis. At the option of the publisher, the percentage for each classification, including those not analyzed, may be shown in total column only. United States and Canadian paid subscriptions for which demographic conformance to the field served and definition of recipient qualification is not available shall be reported as Other Paid Circulation. The compilation made by the publisher shall be properly identified by date and retained until after the audit has been made.

(f) The classifications assigned by the publishers must be based on information obtained from business cards, letterheads, recognized directories, questionnaires, telephone interviews or other acceptable evidence.

When questionnaires are used to obtain specific information concerning a subscriber's job function, the questionnaire shall be written so as to determine the most important or primary interest in the field served by the publication.

All such data must be carefully preserved for the auditor's examination. The Bureau reserves the right to subject the assigned classification to verification letter and/or telephone call tests if for any reason the evidence produced is not considered to be sufficiently conclusive.

No information may be used for classification purposes that was obtained more than three years prior to the date of the issue analyzed. No information may be used for classification purposes that was obtained after the filing deadline for the Publisher's Statement.

(g) When government defined Standard Industrial Classifications (SIC) are used for the business and industry portion of the business analysis, publisher members have the option of classifying all subscribers either according to the primary business activity of the subscriber's business establishment or, where distinct and separate activities are performed at a single physical location, according to primary business activity of the subscriber. The classification method employed shall be noted in the analysis reported in Paragraph 3 of Publisher's Statements and Audit Reports.

(h) When the circulation of the issue selected for analysis is greater or less than the average circulation for the period, the percentage of difference between the circulation of the issue and the average circulation for the period shall be stated in the paragraph relating to that analysis.

(i) Where information is available as to the occupation of commissioned officers or enlisted personnel of the Armed Forces the subscription may be included in a classification for which the duty of the subscriber qualifies. If information is not available or if there is no classification for which the duty of the subscriber qualifies, the subscription must be included in a classification "Government" or in the classification "Other" or "Others Allied To The Field."

(j) If there is an "International Government" or "Government" classification, Russian and satellite government subscriptions shall be included therein.

If there are classifications for both "Domestic Government" and "International Government," Russian and satellite government subscriptions shall be included in the latter.

If there is neither an "International Government" or "Government" classification, Russian and satellite government subscriptions may be classified in the same manner as subscriptions purchased by governments of other countries provided the necessary documentary evidence is available to enable the allocation of said subscriptions to the classification applying. If such evidence is not available the subscriptions shall be included in "Other" or "Others Allied To The Field."

(k) In case a newly admitted business publication member is unable to supply records adequate to comply with the Bureau's standard procedure for establishing a business analysis of subscription circulation as described in subsections (e) and (f) above, the following declaration shall be made in the paragraph of Publisher's Statements and Audit Reports devoted to the business analysis:

"Owing to the fact that a sufficient period of time has not elapsed since initiating records needed for Bureau membership to establish the information required by the standard procedure for reporting a business analysis, the requirement to declare a business analysis for this publication has been temporarily waived."

The above declaration shall not be used after a maximum period of 18 months following the period covered by the initial audit. After this time limit has expired, if adequate records are still unavailable, the situation shall be reported to the Board of Directors.

(l) Non-paid circulation to the field served may be reported provided recipient has been or will be served as follows:

(1) Publications issued monthly or less often must serve recipient every issue for at least six consecutive months; or

(2) Publications issued more often than monthly must serve recipient at least six consecutive issues, but not less than three consecutive months of service.

Copies served for less than the above requirements due to conversion to paid circulation or because of death, retirement or job change may be replaced.

D 5.3 Age of Source

(a) The reporting of age of source data is optional for all member publications using the Paid Circulation Form. For members using the Paid and Qualified Non-Paid Circulation Form, age of source data must be reported for that portion of the publication's circulation qualifying as non-paid circulation to the field served and may be reported for that portion of the publication's circulation qualifying as paid.

(b) The analysis of age of source data shall appear in Paragraph 3(b). The issue analyzed must be the same as used in the Business Analysis (Paragraph 3(a)) and the Geographic Analysis (Paragraph 4). No information may be used for classification purposes that was obtained after the end of the Publisher's Statement period.

(c) Separate analyses by age of the source document (1, 2, and 3 years) must be made for each non-paid circulation to field served category for which circulation averages are reported in Paragraph 1(b). Publishers are also required to report internet/e-mail generated production as a separate line item in Paragraph 3B of ABC reports.

If paid circulation is analyzed, publishers shall have the option to either report separate figures for each age of source category (1, 2, and 3 years) or allocate paid circulation to non-paid source categories according to the following criteria:

Individual Subscriptions to Direct Request from Recipient - Written;

Association Subscriptions (if deductible from dues) to Direct Request from Recipient - Written;

Association Subscriptions (if non-deductible from dues) to Communication Other Than Request - Written;

Bulk Subscriptions to Communication Other Than Request - Written.

(d) A count and analysis shall be made of one issue in each audit period. The figures to be used in connection with the following Publisher's Statement may be based on the percentages for each category as determined from the analyzed issue, and these percentages shall be projected against the total circulation of the issue to be reported in Paragraph 3(b).

When the analysis is based on percentage projections, the fact is to be noted in the analysis. An analysis based on percentage projections may not be reported if the total average paid circulation and non-paid circulation to field served for the period of the Publisher's Statement is 10 percent greater or less than the total average paid and non-paid circulation reported in the previous Publisher's Statement.

(e) If a newly admitted member is unable to supply records adequate to comply with the Bureau's standard procedure for reporting the age of source data, the following declaration shall be made in Paragraph 3(b) of the Publisher's Statements and Audit Reports:

"Owing to the fact that a sufficient period of time has not elapsed since initiating records needed for Bureau membership to establish the information required by the standard procedure for reporting age of source data, the requirement to declare age of source data for this publication has been temporarily waived."

This declaration shall not be used after the maximum period of 18 months following the period covered by the initial audit. After this time limit has expired, if adequate records are still unavailable, the situation shall be reported to the Board of Directors.

D 5.4 Mailing Address Analysis

(a) Publisher's Statements and Audit Reports of business publications shall contain an analysis by recipient mailing address of qualified non-paid circulation. The issue analyzed must be the same as used for the Business and the Geographic Analyses. Business publications shall have the option to report an analysis by recipient mailing address of paid subscription circulation. No information may be used for classification purposes that was obtained after the filing deadline for the Publisher's Statement

Paid and non-paid circulation shall be reported in separate columns if the paid circulation equals or exceeds 50 percent of the total.

(b) Subscription circulation shall be analyzed according to the manner in which copies are addressed, using the following categories: Individuals by name and title and/or occupation; Individuals by name only; Titles or occupations only; Company names only; and Bulk subscriptions.

Copies addressed to individuals without title may be reported as "Individuals by name and title and/or occupation" if supported by auditable documentation of the individual's title. Copies addressed to "Library" or "Librarian" shall be reported in "Company names only."

Publications not reporting a title analysis in the Business/Occupation Analysis in Paragraph 3(a) may, at their option, report "Individuals by name and title" in the "Individuals by name only" category.

(c) A count and analysis shall be made of one issue in each audit period. The figures used in connection with the following Publisher's Statement may be based on the percentages for each category as determined from the analyzed issue, and the percentages shall be projected against the total circulation of the issue.

Any publisher has the option to make a count and analysis of an issue for each Publisher's Statement if so desired.

When the analysis is based on percentage projections, the fact is to be noted in the analysis. An analysis based on percentage projections may not be reported if the total average paid and non-paid circulation for the period of the Publisher's Statement is 10 percent greater or less than the total average paid and non-paid circulation reported in the previous Publisher's Statement.

(d) If a newly admitted member is unable to supply records adequate to comply with the Bureau's standard procedure for reporting the mailing address analysis, the following declaration shall be made in the paragraph of the Publisher's Statements and Audit Reports devoted to the reporting of these data:

"Owing to the fact that a sufficient period of time has not elapsed since initiating recordkeeping procedures for reporting the mailing address analysis, the requirement has been temporarily waived."

This declaration shall not be used after the maximum period of 18 months following the period covered by the initial audit. After this time limit has expired, if adequate records are still unavailable, the situation shall be reported to the Board of Directors.