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Ask ABC: When can I use the word “free” in my consumer magazine promotions?

Consumer magazines can produce a promotional offer in which part of the subscription term is offered for “free,” “at no additional cost,” or other synonymous language. The magazine can claim these copies as paid as long as the consumer perceives that a monetary value is associated with the subscription.

Magazines achieve this perception through the contractual agreement portion of the offer. This is the part of the offer where the consumer takes an action—such as checking a box or making a verbal agreement to a telemarketer. To qualify the copies, the magazine must state the total term and total amount charged in the contractual agreement.

If any copies are represented as free in the contractual agreement, they will not be eligible for inclusion in the paid circulation category.

Here’s an example of an acceptable contractual offer:

This offer meets the requirements because the consumer can clearly read that all 12 issues are offered at the $20.00 price.

More Information and a Free Confidential Review
For more information about consumer magazine promotions, download a copy of the “Consumer Magazine Promotions Guide.”

All members can request a free confidential review of their circulation programs. Forms for programs surrounding loyalty points, deductible partnerships, single-copy combination sales, sponsored sales and verified circulation are all available on ABC’s Web site.

For additional questions, please contact your Publisher Relations manager.

Related Links:
Consumer Magazine Promotions Guide
Program Evaluation Forms
Publisher Relations Contacts

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