E 5.1 Geographic Analysis

(a) Paid circulation (except that distributed through newsdealers if less than 25 percent of total) may be broken down by states or provinces for one or more issues published within each 6-month Publisher's Statement period.

A count and analysis shall be made of at least one issue published in each audit period. The mail list and summary of the count is to be retained for examination by Bureau auditors. The figures used in the following Publisher's Statement may be based on the percentages for each state as determined from the issue or issues analyzed, and these percentages shall be projected against the total of the issue or issues to be reported.

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

(b) In addition to the totals of subscriptions and single-copy sales for each geographical unit, the percentage of such totals to the total United States circulation shall be shown. The percentage of total United States and totals for each geographical unit outside of the United States to the total circulation shall be shown.

(c) Every United States publication with a circulation of 70,000 or more in Canada shall be required to analyze its Canadian circulation by provinces. Every Canadian publication with 70,000 or more circulation in the United States shall be required to break down its United States circulation by states.

(d) Unclassified circulation in the analysis of distribution by states or provinces shall be limited to 5 percent in Publisher's Statements, but Audit Reports may show the actual conditions as found by the auditor, regardless of the quantity of the unclassified circulation.

(e) 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 that issue and the average circulation for the period shall be stated in the paragraph relating to that breakdown.

(f) Subscription copies directed to members of the Armed Forces or to affiliated Civilian Personnel where the ultimate destination is unknown shall be reported in the geographical analysis opposite the classification "Military or Civilian Personnel Overseas."

Subscription copies addressed to those in the Armed Forces or to affiliated Civilian Personnel which are directed to known destinations within the United States and territories or Canada shall be included in the geographical analysis in the states, territories or provinces to which the copies are addressed.

Similarly, copies shipped by a publisher to the Armed Services or to other distributing organizations purchasing such copies for resale to members of the Armed Forces or affiliated Civilian Personnel who are located outside of the United States and territories or Canada shall be included in the geographical analysis in the column "Single-Copy Sales" and opposite the classification "Military or Civilian Personnel Overseas."

Single-Copy Sales of the same character within the United States and territories or Canada shall be included in the states, territories or provinces in which the sales are made if the facts are determinable or in "Unclassified" if not.

(g) Qualified non-paid circulation 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.

E 5.2 Distribution by ABCD County Size

(a) Farm publication members may make an analysis of subscription and single copy sales by ABCD County Size in accordance with a format adopted by the Board of Directors, except as outlined below. All analyses shall be based on the most recent data prepared by the Bureau.

The ABCD Counties and percent of population may be reported for a farm publication distributed regionally only for the states or provinces in which market coverage is claimed. A farm publication distributed nationally may make a similar analysis in addition to the regular breakdown.

ABCD County Size analyses included in Bureau reports after an actual analysis may be based on percentages determined by the last actual analysis made, stating the issue analyzed in establishing the percentages.

Analyses shall be based on an actual count of both mail and single copy circulation except that the single copy sales figures may be determined by applying regional or national returns percentages to gross distribution figures. The sales percentages of newsstand distribution of the analyzed issue must be representative of other issues in the Publisher's Statement period.

(b) Single-Copy Sales need not be broken down by ABCD County Size unless such sales exceed 1 percent of the total paid of the issue analyzed.

(c) 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 that issue and the average circulation for the period shall be stated in the paragraph relating to that analysis.

(d) If a publication furnishes a similar analysis to advertisers, either by letter, through advertising matter, or any other means whatsoever, it shall become mandatory for said publication to make an analysis in accordance with the standards as herein set forth for Bureau reports.

The issue analyzed for the purpose of the Publisher's Statement shall be the same as that on which the publisher based his original claims, and shall be made to conform thereto.

All records used in compiling the special analysis must be retained for the purpose of verification by the Bureau.

(e) Every U.S. publication analyzing circulation by ABCD County Size shall analyze only its United States circulation in the paragraph devoted to that subject. An analysis of its Canadian circulation shall be optional with the publisher, unless such Canadian circulation amounts to 70,000 or more, in which case it shall be mandatory.

(f) Every Canadian publication analyzing circulation by ABCD County Size shall analyze only its Canadian circulation in the paragraph devoted to that subject. An analysis of its United States circulation shall be optional with the publisher unless such United States circulation amounts to 70,000 or more, in which case it shall be mandatory.

(g) Copies of publications directed to persons overseas in care of post offices, where destination is unknown, shall not be included in the analysis.

If copies are addressed merely in the name of a camp, fort or similar military or naval unit and the state or province, publishers should consult the official United States or Canadian postal guide (and latest monthly supplements to the postal guide) and determine therefrom the name of the city or town which serves such camp or fort as a station or branch post office.

The copies thus addressed should then be classified in accordance with the key number as given in the ABCD County Size for the city or town from which mail is served.

(h) The circulation reported as "Unclassified" in Publisher's Statements and Audit Reports shall be limited to not more than 3 percent.

E 5.3 Distribution by Counties

Publishers may, at their option, include as a supplement to farm publication Audit Reports and Publisher's Statements an analysis for one issue of the total paid and/or qualified non-paid circulation (excluding bulk) by counties (or the equivalent).

(a) Data shall be compiled by publishers and verified by Bureau auditors and shall be based on counts made annually for mail circulation and once every three years for single copy circulation. Single copy sales may be determined by applying regional or national return percentages to gross distribution. The sales percentages of the newsstand distribution of the analyzed issue must be representative of other issues in the Publisher's Statement period.

Publications may make annual analyses of single copy circulation or include in the annual analysis projections based on percentages established from the last actual analysis for a period of three years.

(b) All analyses shall be based on the most recent population analysis data prepared by the Bureau.

(c) Counties (or the equivalent) shall be listed alphabetically by states or provinces and by counties within each state or province.

(d) The publisher may show only those counties in which paid circulation totals 25 copies or more and include a "Balance in State" or "Balance in Province" figure for the remainder.

Publications which have regional rather than national distribution may petition the managing director for approval to compile a county analysis of circulation only for those states or provinces for which market coverage is claimed.

E 5.4 Distribution by Demographics

(Effective with the 6/30/05 Publisher's Statement)

A demographic edition of a publication shall be considered those copies of a publication which are directed to a group of subscribers with similar demographic characteristics, for whom the publisher has obtained individual demographic information. Copies of a publication which do not meet this definition but are distributed by selected geographical areas shall not be considered a demographic edition.

Publishers may include in Paragraph 3(a) of farm publication Audit Reports and Publisher's Statements an analysis for one issue of the total paid subscription and qualified non-paid recipient circulation identifying the subscriber/recipient by degree of farm interest and/or by involvement in farming or other applicable demographics.

(a) The data shall be compiled by the publisher and verified by Bureau auditors and shall be based on an actual count and analysis of the mail circulation for the issue analyzed.

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

(c) The reporting format shall be by paid, qualified non-paid and total and must be by breaks shown in standard United States Census of Agriculture for United States-based publications, and the Canadian Census of Agriculture for Canadian-based publications. The format for each publication will be approved by the Bureau in advance of its first publication in Bureau reports. National or regional agriculture census data may be reported in addition to the publisher's data. The reporting of a percentage for each category and a cumulative percentage is also optional.

Where 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 classifications to verification letter tests if for any reason the evidence produced is not considered to be sufficiently conclusive.

In the event of a change in census data reporting, publishers will have until the seventh Publisher's Statement from the census release date to make the change within their demographic reporting.

Age of information used for classification purposes shall be reported.

E 5.5 Age of Source

(a) Age of source data must be reported for that portion of the publication's circulation qualifying as qualified 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 for the Geographic Analysis (Paragraph 4).

(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. 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;

Gift, Association, Mail Subscription Special, School and Bulk to Other Sources.

(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 shall 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.