Rules & ResourcesNewspaper Support Center
Verified Circulation Guide—U.S. Newspapers (Effective October 1, 2010)
Introduction to Verified Circulation
Effective October 1, 2010, ABC reporting formats for U.S. newspapers include a classification titled “Verified Circulation.” See ABC Bylaws and Rules, Article 3 – Verified Circulation.
Definition
Verified circulation represents newspapers available for individual consumers that are either non-paid or paid for by someone other than the individual.
Editions
Paragraph 1 of ABC reporting formats for U.S. newspapers reflect the following, when applicable. Note: All editions must comply with ABC rule C 2.4 Separate Editions.
- Print
Print editions represent hard copies of the newspaper reflecting the name under which ABC membership is held. - Digital Replica
Digital replica editions represent newspapers available in digital format that contain all editorial and advertising content present in the print product under which ABC membership is held. Additional editorial and advertising content is acceptable and freestanding inserts aren't required. Restricted access is required. (Public access websites aren't eligible as circulation units. However, please contact our ABC Interactive service for the measurement and disclosure of unique users and page views for your public site.) - Digital Non-replica
Digital non-replica editions represent newspapers available in digital format whose name is the same as that under which ABC membership is held; however, the editorial or advertising content differs from the print. Restricted access is required. (Public access websites aren't eligible as circulation units. However, please contact our ABC Interactive service for the measurement and disclosure of unique users and page views for your public site.) - Branded Editions
Branded editions represent print and digital editions of newspapers that reflect a name different than that under which ABC membership is held. The term "edition" and the ABC membership name must be shown in a clear and conspicuous manner on the branded edition. Branded editions may include audience-focused newspapers, alternate-language newspapers or community newspapers.
Note: Separate reporting of branded editions isn't required for CNA audits and those where branded editions are less than three percent of the total average circulation and less than 2,000 copies per issue.
Classes of Verified Circulation
Verified circulation has the following classes for ABC reporting:
- Home Delivery – Requested*
- Non-paid subscriptions requested by individuals for delivery to their residences for a term of no less than 12 weeks.
- See qualification requirements for Home Delivery - Requested.
- Home Delivery – Targeted*
- Subscriptions or single issues delivered to individual residences. The copies are distributed to residences targeted by the publication (for any term), requested by a third party (for any term) or requested by an individual for a term of less than 12 weeks.
- See qualification requirements for Home Delivery - Targeted.
- Educational Copies
- Requested by schools or other formal educational settings for use by students in the classroom.
- See qualification requirements for Educational Copies.
- University Copies
- It also includes copies requested by colleges or universities for distribution to their registered students in a campus setting via limited-access areas.
- See qualification requirements for University Copies.
- Employee Copies
- Copies provided to employees and agents of the newspaper as a benefit of employment or independent contract.
- See qualification requirements for Employee Copies.
- Retail/Business
- Copies requested by businesses for reoccurring distribution to its patrons.
- See qualification requirements for Retail/Business.
Financial Transactions
ABC’s qualification review and audit processes won’t govern or consider financial transactions related to verified distribution (invoices, payment, rates charged, etc.). The focus of ABC qualification and classification for verified circulation is confirmation of request, distribution location and delivery.
Payment for verified newspapers may be obtained from third parties (sponsors) who wish to partner with the newspaper to promote their business. Since the consumer isn’t paying for the newspaper, the copies are still classified as verified for ABC reporting purposes, regardless if any payment for the newspapers is obtained from an outside source.
A newspaper may also wish to charge a third party (sponsor) for additional services related to the verified circulation effort, such as ROP advertising, in-store signs, and wraps to promote the partnership. The decision to charge any amount or nothing for these services is up to each individual newspaper and not governed by ABC.
NOTE:
Copies purchased by hotels for distribution at their own facilities and copies purchased by businesses solely for distribution to individually designated employees (known by name or title) may be considered business/traveler paid circulation. See the Business/Traveler guide for more information.
