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Ask ABC: What will a new verified circulation category mean for U.S. newspapers?

At its November meeting, the ABC board endorsed a set of sweeping strategic recommendations for U.S. newspapers. These changes are designed to provide marketers with more useful information, streamline ABC reports and audits and modify key circulation standards.

While specific rules and implementation details will be further defined at ABC’s March meeting, the board endorsed the creation of a “paid/verified” model for all U.S. newspapers. The paid category would be redefined to represent payment by an individual reader or specialized channel (including copies distributed to hotels and group subscriptions paid for by businesses). The verified category would encompass all “other paid” circulation, including third-party sales, intermittent subscriptions, employee and NIE copies.

ABC Publisher’s Statements and Audit Reports will also be revised to report paid circulation separately and a summary of the total average circulation (both paid and verified). Circulation will also be reported by distribution channel, such as single copy and home delivery.

Related Links:
ABC Board Agrees to Amend U.S. Newspaper Qualification and Reporting Standards
Q & A with ABC’s Mike Lavery on the New Newspaper Qualification and Reporting Standards
November 2007 Board Actions

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