Rules & Resources
Newspaper Support Center
Share |

Verified Circulation Guide—U.S. Newspapers (Effective October 1, 2010)

Verified Circulation: Home Delivery - Targeted

Definition

Verified, home delivery-targeted circulation represents 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 recipient for a term of less than 12 weeks. See ABC Rule C 3.3 Other Verified Distribution, section (b).

Verified home delivery-targeted 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-targeted will qualify as such if the following requirements are met:

  1. Distribution is made to individual residences
  2. If delivery is to areas targeted by the publication and is for more than one day, all recipient households must receive a delivery notice on the first day of service. This notice must:
    • Be in writing via a post-it, postcard, letter topped on the paper, wrap, or similar medium. E-mail notification is not acceptable for delivery of print editions.
    • State the term and frequency of delivery.
    • Include instructions for the household to opt-out of delivery. The instructions may direct the consumer to opt-out via e-mail or Internet provided a non-electronic method is also made available (phone, direct mail, etc.).
  3. If delivery is to individuals who requested a subscription, a delivery notice isn’t required.
  4. Limit of one verified subscription per household.
  5. Records are maintained by the publication to confirm the recipient’s request and delivery.
  6. Advertisers are notified 120 days in advance of your distribution via the ABC Preprint Projection Center.

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.

Program Examples:

  • A department store is opening in the area and wants to distribute newspapers to residential homes in the ZIP codes surrounding that area. The delivery is for one day and contains a wrap promoting all the great sales for the grand opening.
  • A restaurant wants to promote their business in specific ZIP codes by distributing newspapers to residential homes in specific towns. The delivery is for Sunday-only delivery for six weeks. The retailer also wants signs to place in their store and a large ROP ad each of those weeks that will contain a 20 percent off coupon to their business.
  • The newspaper wants to distribute a two-week, seven-day sample to non-subscribing residents on Green St., Purple Ave., Blue Ct., and Red Lane, as these are places they want to grow penetration.
  • Joe Smith receives an offer for a trial subscription for weekend delivery for a term of eight weeks. He completes the request and submits it to the newspaper to begin delivery. (Reminder: No delivery notice is required when the individual requests (opts-in) to the subscription.)
  • The newspaper wants to distribute the Easter, Thanksgiving and Christmas issues to individuals in certain ZIP codes who don’t already receive those issues as part of a paid subscription.

Delivery Notice Example:

Dear Resident,

Steve's Cafe is offering you a six-week, Sunday only subscription to The Daily News—absolutely free! It starts with today's paper and will continue for five more Sundays...and you don't have to do anything or pay anything. This is our gift to you.

Read the latest news around town, get your sports scores, and sit back and do the crossword puzzle. Then find the 20% off coupon in the Living section of each Sunday paper and come by for breakfast or lunch at our cafe!

Don't want this gift from us? We'd be shocked! But you can opt-out of this great gift at any time by calling The Daily News at 1-555-555-3000 or e-mail your desire to opt-out of the Steve's Cafe program and your address to customer@dailynews.com.

Thanks!



<< Return to Verified Circulation Guide main page