Audit Bureau Softens Circulation Rules

Share this content:
The Audit Bureau of Circulations has changed the rules for what constitutes paid circulation in a way that is favorable to magazine and newspaper marketers.

The changes, which were finalized July 14, include the abolition of the "50 percent" rule. This rule held that no copy sold at less than half the basic price could be counted as paid circulation.

Copies now can be sold at any price as paid circulation, but publishers must make greater disclosures of how much money is being charged for subscriptions. This information should permit advertisers to measure reader interest levels in a magazine.

In addition, magazine publishers will now be able to try promotional tactics such as giving away subscriptions that are packaged with events tickets or club memberships.

The new guidelines should also affect newspaper subscription numbers, as the Audit Bureau ruled that paid electronic copies -- whether sent by e-mail, Web or CD-ROM -- can be counted as part of circulation.

The formats will have to conform to the same rules as print versions to be counted as paid circulation. For instance, newspapers must be sold for at least 25 percent of the basic price.

Electronic editions will need to be clearly identified as a version of the main paper, but the editorial and advertising can vary, just as they often do in regional editions of newspapers.

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above