Rules & ResourcesNewspaper Support Center
Single-Copy Promotions Guide—U.S. Newspapers (Effective October 1, 2010)
For the Audit
For all single-issue circulation promotion efforts, a newspaper must maintain a file for each audit period that has an example of each promotion solicitation piece that is used. See Rule B 1.1 File Copies, Subscription Promotion Offers.
This includes, but is not limited to:
- Direct mail pieces
- Order forms
- Telemarketing scripts
- Radio scripts (or recording of radio advertisement)
- Television scripts and storyboards (or recording of television advertisement)
- Print out of website pages
- Point-of-purchase material (signs, posters, etc.)
- Other advertising campaigns
A list of internal promotional codes assigned for each specific and unique promotion should be available as requested.
It is the publishers’ responsibility to ensure that their single-copy promotions are executed in compliance with all ABC rules and guidelines. 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.
In addition to a review of the promotional material, the auditor will evaluate the financial relationship such as wholesale rates, return policies, collection procedures and credits issued between the newspaper and its vendors. Therefore, access to the records of these third-party agents will also be required. These records may include, but are not limited to copies of invoices, draw and return sheets (for print editions), net sales reports (for electronic editions), collection reports, debit and credit memos, payments, and bank deposits.
It is imperative to the efficiency of the audit that the publication responds in a timely manner to all auditor requests for documentation to support circulation sales.
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