Single-Copy Promotions Guidebook—U.S. Newspapers

Extras

There may be occasions when an event occurs that cannot be planned and, therefore, the newspaper wishes to print an extra edition. Such events that may incite a newspaper to print and sell extra editions could be a tragedy (September 11 or the Thailand tsunami), a sporting event championship (announcement of World Series or Super Bowl winner), or other random unplanned event.

In such circumstances, a newspaper may wish to publish an extra edition in order to inform the public of the details of the event prior to the issuance of the next day’s newspaper. It is a newspaper published after the issuance of the current day’s newspaper and before the next day’s issue is published. It is the newspaper’s decision as to the editorial and advertising content of that extra edition product.

Extra editions only apply to single-copy sales.

Pricing and Qualification

An extra edition will qualify as paid circulation as follows:

• The copies were sold at 25 percent or more of basic single-copy prices.
• The basic single-copy price to use as a basis for qualification should be a reflection of the date of the newspaper (daily or Sunday).
• The edition complies with Rule C 2.4 Separate Editions.

Promotional Material

All promotional material must:

• State the selling price of the extra edition.
• Reflect a qualifying price.

Example—Extras

Reporting

Circulation generated from sales of extra editions is reflected in Paragraphs 1A, 2, and 6B of the ABC Publisher’s Statement.

The sales of extra editions are included in the circulation of the day for which they are dated. Extra editions of weekday-only newspapers issued under a Sunday date line are included in the circulation for the following Monday.

In Paragraph 1A, the circulation is classified as Single-Copy Sales under Paid for by Individual Recipients. For individually paid circulation, ABC requires a newspaper to delineate between circulation sold at 50 percent or more of basic prices and circulation sold at less than 50 percent, but at least 25 percent of basic prices. Therefore, for the extra editions, the single-issue sales should be included in the appropriate price category based on the price the consumer actually paid for the newspaper.

In Paragraph 2, the circulation is classified as Single Copy (Individual), based on the specific ABC zone where the sale to the consumer occurred.

Paragraph 6B will include an explanation of the extra edition. This will include stating the occasion for the extra edition, the average number of copies sold in the period affected, and the extent of the advertising carried, if any.

See also Rule C 2.8 Extras