Rules & Resources
Consumer Magazine Support Center

Verified Circulation Guide

Individual Use Verified Circulation

Individual use verified circulation represents copies distributed to individual names at private residences or business offices intended for the personal consumption by the addressee. See also rules F 15.1 Verified Circulation and F 15.2 Individually Requested Circulation.

There are two general types of individual use verified circulation:

Please note:
Individual use verified circulation may not include:

  • Copies generated from an offer for a paid subscription, but for which payment was never made (i.e. credit cancellations).
  • Copies claimed as paid circulation on a Publisher’s Statement, then disqualified as such during the ABC audit.

List-type Sources
The list-type source of individual use verified circulation represents individuals who were sent a subscription to the magazine because their names appear on a list or similar source obtained by the publication.

Qualification
For list-type source individual use verified circulation to comply with ABC requirements, the following must occur:

  • The source of the list used to obtain the names is consistent with the editorial content of the magazine.
  • The individual must receive at least two consecutive issues of the magazine.
  • The current issue must be served (back copy service is not permitted).
  • Limit of one subscription per recipient.
  • Recipients must be presented with an opportunity to opt-out of the magazine delivery.

Opt-out notice
For list-type source individual use verified circulation, the following guidelines apply to the opt-out notice:

  • For new subscriptions, recipients must be presented with the opt-out notice no later than 90 days after the start of service.
  • For all subscriptions exceeding one year in term, an opt-out notice must be sent to the recipient at least once per year (annually).
  • The notice must specify the title of the magazine.
  • The notice may be provided to the recipient in one of the following ways:
    • Direct mail via the U.S. postal service
      The notice must be devoted to communicating the opportunity to opt-out of delivery of the verified subscription of the magazine. No other message points are permitted in the notice.
    • Cover wrap or cover mount
      A cover wrap or cover mount notice must be posted in a clear and conspicuous manner. The notice must be at least 12 point type and within four lines of the address label. It is acceptable for cover wraps and cover mounts to contain other messages to the recipient provided the notice of opt-out remains clear and conspicuous to the consumer.
    • ABC will consider e-mail opt-out notices, provided the publisher or agent executing the notification can validate delivery of the e-mails to the recipients.
  • The notice must provide, at minimum, at least one of the following methods for the individual to opt-out of the magazine delivery:
    • Postage-paid postcard
    • A toll-free phone number
    • URL to Web site hosting an opt-out form
    • A dedicated e-mail address

Examples of acceptable opt-out notices (for List Source Individual Use Verified Circulation)

Direct Mail (offering a Web site address opt-out reply:)

Dear Ms. Ann Smith:

We hope you are enjoying the delivery of Proto Magazine to your home.

If for any reason you wish to not receive Proto Magazine, log on to www.proto.com to cancel your service.

Sincerely,
Management Staff of Proto Magazine

Cover Wrap (offering a toll-free number to call:)

(back) (front)

To discontinue receipt of this magazine, please call 1-800-123-2345

Ann Smith
123 Main Street
Anytown, IL 12345

Individually Requested
The individually requested type of individual use verified circulation represents copies served to individual recipients that specifically requested a subscription to the magazine. For individually requested copies, the individual must have opted in to an offer to receive the magazine. See also 15.2 Individually Requested Circulation.

Qualification
For individually requested individual use verified circulation to comply with ABC requirements, the following must occur:

  • Recipients must opt-in to receive the subscription before service begins.
  • The individual must receive at least two consecutive issues of the magazine.
  • Limit of one subscription per recipient.
  • Back-copy service is permitted for new subscribers.
    • For magazines published monthly or bi-monthly, one issue preceding the one currently being mailed.
    • For magazines published more often than monthly, two issues preceding the one currently being mailed.
    • See also Rule F 7.2 Back Copies.
  • Request documentation (opt-in) must be maintained by the publication for the ABC auditor’s review.

Request Requirements
For individually requested individual use verified circulation, the following guidelines apply to the opt-in request: (See also 15.2 Individually Requested Circulation)

  • May not be more than three years old.
  • For direct mail pieces, the subscriber must input the date the form was completed and do at least one of the following:
    • Be presented with and respond to a “Yes” and “No” option.
    • Sign the form as acknowledgement they wish to receive the subscription
    • Fill in their name and address information
    For example, if the form had the consumer’s name and address pre-printed on the mail piece, then either a yes or no option must be presented, or the consumer must provide a signature. If the consumer must fill in their name and address, then a signature and yes or no option are not required. ABC recommends you incorporate at least two of the above elements to ensure the order will qualify when received from the consumer.
  • For telemarketing offers, the interviewer must sign and date the interview record.
  • For telemarketing and Internet offers, a personal identifier question must be asked of the consumer. The personal identifier question must change with each subscription renewal. A personal identifier question is one where the answer from the consumer has only one answer and that answer cannot change, such as the following:
    • Mother’s maiden name
    • Month of birth
    • City of birth
    • State of birth
    • High school from which you graduated
    Examples of unacceptable personal identifier questions would be as follows:
    • Color of your eyes
    • Shoe size
    • Number of siblings you have

Examples of acceptable request forms (for individually requested individual use verified circulation)

Direct Mail Piece (Name and address are pre-printed; Offers Yes/No question and signature):

___YES! Please continue my free subscription to Prototype Magazine.
___NO, please cancel my subscription.

Name: Joe Smith
Address: 900 North Meacham Road
City, State, ZIP: Schaumburg, IL 60173

Signature: _____________________ Date: __________________

Direct Mail Piece (Offers completion of name and address and signature)

Yes, I would like to receive a free subscription to Prototype Magazine!

Name _________________________
Address _______________________
City, State, ZIP _________________

Signature: _____________________ Date: __________________

Direct Mail Piece (Offers completion of name and address only)

Yes, I would like to receive a free subscription to Prototype Magazine!

Name _________________________
Address _______________________
City, State, ZIP _________________

Date: __________________



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