Single-Copy Promotions Guidebook—U.S. Newspapers

Sale of Single Issues with Announcements

A publication may choose to sell copies of the newspaper with the sale of its announcements such as an obituary, wedding, engagement, anniversary, or birth announcement. On the day the announcement is published, the purchaser is provided with a single or multiple copies of that day’s newspaper.

If a third party purchases the copies for the recipient (such as a funeral home, bridal shop, hospital, etc.), those programs would be governed by the guidelines for third-party sales.

Qualification

In circumstances where newspapers are offered in conjunction with the sale of an announcement, the following is required: (See ABC’s Policy on Sales with Other Services).

• The decision to purchase the copies of the newspaper must be separate and distinct from the purchase of the announcement.
• The consumer must take affirmative action (opt-in) to order the newspapers.
• An incremental cost for the copies must be charged to the consumer above the cost of the announcement.
• The promotional material, invoice or receipt must itemize the charge for the newspaper copies separate from the cost of the announcement.

In other words, the newspaper copies may not be automatically included with the purchase of the announcement. The announcement must be available for sale without the inclusion of the newspapers. The cost of the announcement on its own must be less than the cost with the newspapers by a qualifying price for the newspapers.

Pricing

A qualifying price for copies sold with an announcement is as follows:

• For one copy, 25 percent of the single-copy basic prices
• For two or more copies, 100 percent of the single-copy basic prices for the first copy, plus 25 percent of basic prices for each additional copy. See Rule C 5.3 Combination Sales—section (b)(4)

Promotional Material

All promotional material must:

• Offer the consumer the choice to purchase newspapers.
• State the selling price for the newspaper.
• Reflect a qualifying price.
• Exclude any reference to the copies as being free, no additional cost, bonus, or other synonymous language.

Examples—Sale of Single Issues with Announcements

Reporting

Circulation generated from single-copy sales with announcements is reflected in Paragraphs 1A and 2 of the ABC Publisher’s Statement.

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. For the newspapers sold with announcements, the single-issue sales should be included in the appropriate price category based on the incremental price the consumer paid for each copy of 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.