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Single-Copy Promotions Guide—U.S. Newspapers (Effective October 1, 2010)

Premiums

Premiums are gifts offered to an individual enticing them to purchase a newspaper. The premium item could be anything that is presented to the consumer as:

  • Free
    • “Buy a newspaper today and get a free soda.”
    • The donut is a premium.
  • A discount
    • “Buy a newspaper today and get 40¢ off the purchase of any bottle of water!”
    • The 40-cent discount is a premium.
    • Note: Coupons in the newspaper (ROP and FSI) are not considered premiums.

The following items are not considered premiums:

  • Publications (newspaper and periodical) published four or more times per year. In these cases Combination Sales rules would apply.
  • Free or discounted access to the archives or back content.
  • Free or discounted access to online content or electronic edition from the same editorial home page of the publication.
  • Merchandise offered to consumer where receipt of that item is not contingent on the purchase of the newspaper.
  • See also Rule C 5.1 Premium Defined

Pricing

The selling price must be at least one cent, plus no less than the full value of the premium. See Rule C 5.2 Premiums with Subscriptions/Single Copy Sales

The full value of the premium is considered to be the highest of the following:

  • Stated value (value stated on the promotional material)
  • Retail value (price it would cost the consumer to buy item in the public marketplace)
  • Cost to publisher (cost to obtain or produce the item)

If an item is not sold to the public and the promotional material does state a value, the cost to publisher is used to determine the premium value.

Promotional Material

All promotional material must:

  • State the selling price of the newspaper.
  • State the premium being offered with the sale of the newspaper.
  • Reflect a qualifying price.

The promotional material may state the premium is free to the consumer with the purchase of the newspaper. The newspaper itself may not be stated or implied as free.

Examples




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