Rules & ResourcesNewspaper Support Center
Verified Circulation Guide—U.S. Newspapers (Effective October 1, 2010)
Verified Circulation: Home Delivery - Requested
Definition
Verified, home delivery-requested circulation represents non-paid subscriptions requested by individuals for delivery to their residences. See ABC Rule C 3.3 Other Verified Distribution, section (a).
Verified home delivery-requested circulation may not include:
- Copies generated from an offer for a paid subscription, but for which payment was never made (i.e., credit or arrears copies).
- Copies claimed as paid circulation on a Publisher’s Statement, then disqualified as such during the ABC audit.
Qualification Requirements
Circulation classified as verified, home delivery-requested print editions (including branded) will qualify as such if the following requirements are met:
- Delivery is to residences for personal use of the recipients.
- Individuals must opt-in to initiate delivery of a subscription. The request must specify the term and frequency of delivery.
- Every issue must present the recipient with a clear and conspicuous notice to opt-out of delivery.
- The subscription term must be at least 12 consecutive weeks.
- If a request is made for a term of less than 12 consecutive weeks or an individual orders a longer term but cancels delivery before the 12-week term is served, the copies served prior to cancellation are eligible for classification as verified, home delivery – targeted, not requested.
- For subscriptions longer than one year, an annual effort must be made to contact subscribers directly via mail, email or phone (a robocall is acceptable) to provide clear, simple instructions to opt-out of delivery. The explanatory paragraph in ABC documents will include an "aging" of the subscription requests as follows:
- Less than one year
- 1-2 years
- 2-3 years
- More than three years
- Limit of one verified subscription per household.
- Records must be maintained by the publication to confirm the recipient’s request, delivery and opt-out notice on every issue and annual opt-out effort.
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.
