ABC's Monthly Online Member Newsletter

Frequently Asked Questions About Consumer Magazine Promotions

ABC’s Publisher Relations department recently updated the consumer magazine promotions guide with revised guidelines for partnership sales, sponsored sales and single-copy sales in combination. The guide is available on ABC’s Web site and is also available in an easy-to-print PDF format.

Below are some of the most frequently asked questions about consumer magazine promotions. As always, if you have any questions about any promotion programs, please contact your Publisher Relations manager before you begin your program. You may also complete an online program evaluation form for a complimentary review of your program.

What are the different types of forced combination sales? Do they each have individual requirements?

There are a variety of combination sales that generate both subscription and single-copy circulation. Each type of combination sale has its own unique requirements.

Subscription

• Two or more magazines sold together
• A magazine and business or farm publication sold together
• A magazine and a newspaper sold together

Single Copy

• Two magazines sold together
• A magazine and business or farm publication sold together
• A magazine and a newspaper sold together

Are there different requirements for subscription and single-copy sales obtained through partnership promotions?

There are common requirements for both subscription and single-copy circulation generated through a partnership promotion.

Along with the common requirements, there are additional separate requirements for both subscription and single-copy programs.

Examples of qualifying notification and refund processes for partnership sales are also included in the promotion guide.

All members are encouraged to request a complimentary, confidential review of their partnership programs before they are enacted.

Are there new requirements for sponsored sales?

As previously announced in July, effective for issues with a cover date of Jan. 1, 2008, all circulation classified as sponsored sales must be delivered to individual names at private residences or business offices and intended for the personal use of the addressee.

Following the board’s July 2007 decision to eliminate the public-place sponsored sales reporting category, this circulation can now be classified as verified public place provided it meets the verified category reporting requirements.

Additional requirements for sponsored sales are posted on ABC’s Web site.

What records do I need for my audit?

Publishers should maintain a file for each audit period that contains examples of all promotional materials used, including:

• All print offers (blow-in cards, letters, direct mail pieces)
• Telemarketing scripts
• Radio scripts or recordings of radio advertisements
• Television scripts and storyboards or recordings of television advertisements
• Internet offers (copies of Web pages)
• Point-of-purchase materials (signs, posters, etc.)
• Advertising campaigns that were printed in the magazine
• All solicitation pieces used by third-party subscription selling agents

The auditor will need to confirm that payment was made by the subscriber, that payment was made within the required time frame and that payment was net of all considerations. The auditor will also review contracts and analyze credit cancels for all promotional programs.

Related Links:
Consumer Magazine Promotion Guide
Consumer Magazine Promotion Guide PDF
Program Evaluation Forms
Publisher Relations Manager Contacts

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