Promotion Guide

This guide is intended to explain and clarify the rules and guidelines governing the more frequently used promotional programs that generate circulation classified as paid subscriptions or paid single copy for consumer magazines.

This guide is not intended to be all-inclusive, but rather provides general guidance on the most common magazine initiatives used in today’s marketplace. It defines the various types of common promotions, identifies and explains the ABC requirements for the program, and provides guidance on how to design compliant promotional material.

The rules, policies and requirements identified and explained in this guide are those in effect for all issues with a cover date of Jan. 1, 2008 and forward.

As new rules become effective, these requirements are subject to change. It is the publishers’ responsibility to ensure their promotions are executed in compliance with all ABC rules and guidelines in effect at the time they are executed. The most current rules and guidelines can be found on the ABC Web site.

Upon request, ABC’s Publisher Relations department provides a confidential review of members’ programs. To take advantage of this review or if you are developing an initiative that is not addressed in this guide, please contact your Publisher Relations manager.

No part of this guide may be reproduced without making this forward a part thereof and without the consent of the Audit Bureau of Circulations.

Updated 6/23/08