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Home-Delivery Promotions Guidebook—Canadian Newspapers

Subscriber Loyalty Programs

A subscriber loyalty program is defined as a reward program to subscribers as a value-added benefit. It is designed to promote brand loyalty by demonstrating appreciation to subscribers and providing added value for advertisers. These loyalty programs commonly include, but are not limited to, additional news content, VIP ticket access, discounts to local retailers, etc.

If a newspaper’s loyalty program meets all of the following conditions, the program shall not be subject to the premium rules:
  • Requires enrollment initiated by the subscriber. Automatic enrollment is not permitted.
  • Rewards take the form of either merchandise or points redeemable for merchandise.
    • May include benefits such as, but not limited to, access to archives of the newspaper, other editorial content generated by the newspaper, community calendars, discounts to retailers, VIP access to events, and access to newspaper sponsored events and services.
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    • Cannot include access to paid print or electronic subscriptions of other publications.
    • Rewards cannot be converted to cash or accepted as payment for a subscription to the newspaper.
  • Rewards provided to a new subscriber in the first 90 days of their term may not exceed the price they paid for the subscription.
  • The newspaper may designate who is eligible for membership in the program and level of membership that may be obtained.

If a newspaper’s loyalty program meets all of the above conditions, the explanatory paragraph of the Publisher’s Statements and Audit Reports must disclose the details of the program offered including a description of the program and the number of participants.

If a newspaper’s loyalty program does not meet all of the conditions listed above, then the following applies:

  • When membership is offered to subscribers as a free benefit or gift for subscribing, then the membership is viewed by ABC as a premium and is subject to all premium rules.
  • The newspaper must make membership in the program available to non-subscribers (for a price).
  • The price at which the membership is sold to non-subscribers is considered the premium value.
  • Per the premium rules, all subscribers receiving membership in the program must have paid at least one cent, plus the full premium value. In Canada, the minimum price is one cent, plus the full premium value.
  • A description of the program, its value, and number of subscriptions sold through the program will be disclosed in the Publisher’s Statements.
  • See also premiums and premium example.

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