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Single-Copy Promotions Guidebook—U.S. Newspapers (Effective April 1, 2009 - September 30, 2010)

Multiple-Copy Sales

A newspaper may decide to sell two copies of the same newspaper together as a package. This includes:

  • The sale of two copies of the same issue
      ­
    • Two copies of Illinois Today Sunday, May 27 issue.
    • Often referred to as a “Double Deal.”

  • The sale of two copies, but two different issues

    • A copy of Illinois Today Sunday, May 27 issue and Monday, May 28 issue.
    • As a reminder, back copies are not eligible for inclusion in paid circulation. See definition of back copies.

The sale of two different publications together in a package is considered a combination sale and therefore is governed by the ABC requirements for a combination sale.

Two-stack and Three-Stack Policies

For all single-copy venues where a newspaper will sell two single issues of the same newspaper as a package, ABC requires each issue be made available for purchase separately.

When the sale is for two copies of the same issue of the same newspaper, then the requirement is often referred to as the “two-stack” policy. There would need to be two stacks from which the consumer may choose – 1) the package with two copies of the same issue, and 2) a single copy of the issue.

When the sale is for two copies of the same newspaper, but two different issues (two different dates or editions), then the requirement is often referred to as the “three-stack” policy. There would need to be three stacks from which the consumer may choose – 1) the package 2) Issue A sold separately, and 3) Issue B sold separately.

These two and three-stack policies apply to all of the various types of single-copy outlets where the package is sold including retailers, vending machines and hawkers.

Pricing

The minimum price to collect for the sale of two issues of the same newspaper is no less than one cent per copy. However, as noted above, each publication must also be available for sale separately. The individual selling prices must be at least once cent less than the package price.

Promotional Material

All promotional material must:

  • Identify the issues involved in the sale.
  • State the selling price of the package.
  • Reflect a qualifying price.
  • Exclude any reference to either copy as being free, no additional cost, bonus, or other synonymous language.

Examples—Two Single Issues of the Same Newspaper Sold Together

Reporting

Circulation generated from the sale of two single issues of the same newspaper 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.

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



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