Newspapers Allowed Greater Discounts

The Audit Bureau of Circulations has given final approval to changes in newspaper circulation tabulations that will allow publishers greater flexibility in counting discounted copies as paid circulation.

The changes, which were approved at an ABC board meeting last November, were given final clearance last weekend, when the board also approved an overhaul of magazine circulation guidelines.

Under the new rules for newspapers, which take effect April 1, newspapers will be able to count as paid circulation any copies that are sold for at least 25% of the basic price. Previously the limit was 50% of the basic price.

At the same time, publishers will be required to provide more data to advertisers on their circulation reports, including how many copies are sold at 25% to 50% of the basic price.

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