How to Use an AAM Consumer Magazine Publisher’s Statement
How to Use an AAM Consumer Magazine Publisher’s Statement How to Use an AAM Consumer Magazine Publisher’s Statement Introduction AAM (previously Audit Bureau of Circulations) has audited consumer magazines since its inception in 1914. As publications increasingly become multi-platform brands, AAM has developed new products and services to meet its members’ needs. Consolidated Media Reports (CMR) present circulation, website traffic and other auditable media in one single report. This gives potential advertisers a comprehensive way to look at a brand and its vitality. This booklet is designed to help you understand each paragraph of the publisher’s statement for paid, verified and analyzed nonpaid circulation. Please also note that AAM offers more information about its rules, reporting requirements and specific guidelines on its website. Table of Contents Reporting and Circulation................................. 2 Publisher’s Statement........................................ 3 Terms and Definitions for Paragraph 6.......... 10 Resource Tools................................................. 12 Glossary............................................................ 14 auditedmedia.com How to Use an AAM Consumer Magazine Publisher’s Statement Reporting AAM releases data on consumer magazine members in four basic reports: 1) Publisher’s statements 2) Audit reports 3) Snapshot (formerly FAS-FAX) reports 4) AAM Rapid Report Publisher’s Statement: All publisher members are required to report their circulation on an AAM publisher’s statement. For consumer magazine members, this is represented by a pink-colored statement or “pink sheet.” Publishers file their circulation claims with AAM for the six-month periods ending on June 30 and December 31. Five types of publisher’s statements: • Paid, verified and analyzed nonpaid circulation • Paid and verified with digital editions • Paid and verified circulation • Analyzed nonpaid circulation •Multimedia Audit Report: An AAM audit report is a standardized document that reports the objective findings of AAM’s audit of a publication’s circulation. Audit Reports verify the information reported in publisher’s statements filed for the same period. Snapshot (formerly FAS-FAX) Reports: This report reflects top-line circulation information for all AAM member publications by skimming preliminary data from filed publisher’s statement claims and lists it side-by-side, in alphabetical order, by publication name. These reports are issued twice a year for the June 30 and December 31 six-month reporting periods. Snapshot is widely referenced by those who often need a quick, current summary of circulation trends and changes. AAM Rapid Report: This online circulation reporting tool allows magazine publishers to voluntarily report their top-line circulation data on an issue-by-issue basis within weeks of the on-sale or distribution date. Circulation Paid Circulation: The consumer must pay at least one cent, net of all considerations, for either a subscription or single copy to qualify and be classified as paid circulation. Verified Circulation: Verified circulation is defined as subscription copies designated by publishers for readership in public places or intended for individual use by recipients who are likely to have a strong affinity for the content of the magazine. No payment is necessary to qualify a recipient for verified reporting. • Verified public place is a category used typically for hotel, airline and waiting room copies. • Verified individual use is a category in which individual recipients receive the magazine either through an individual request or an opt-out opportunity. Digital Edition Circulation: The label “digital edition” is used to describe distribution of a magazine’s content via electronic means. The digital edition must maintain the same identity of the host publication by maintaining the same name/logotype characteristics. A digital edition may be classified as paid subscription/single copy or individually requested verified where access is restricted to those individuals in either replica or nonreplica formats. Replica editions may also be classified as analyzed nonpaid bulk circulation accessed by a consumer via an unrestricted website. Analyzed Nonpaid Circulation: This circulation falls into one of the four subcategories, each with their own unique qualification criteria, none of which involves payment for the subscription: • Analyzed nonpaid list source – Those individuals receiving the magazine based upon criteria involving a list source. • Analyzed nonpaid bulk – Copies of the magazine delivered to locations where the intent is to redistribute the magazine to unknown recipients. • Analyzed nonpaid market coverage circulation defined – Copies of the magazine served to recipients known only by address. • Analyzed nonpaid delivered with host products defined – Copies of a magazine inserted into another publication for distribution. 2 How to Use an AAM Consumer Magazine Publisher’s Statement Publisher’s Statement Report Masthead The official name of the publication is shown at the top of the publisher’s statement. The publication may include a graphic of its official title as a heading on the front page. Field served is a general statement by the publisher describing the magazine’s market(s) and/or occupations to whose interest the publication’s editorial content is directed. Definition of list source recipient is a statement by the publisher specifying list sources used for delivery of analyzed nonpaid list source circulation. Method of circulation is the publisher’s general statement specifying how each analyzed nonpaid recipient and/or analyzed nonpaid bulk location is to receive the publication. Other highlights include: • Publishing company • Frequency of the publication • AAM member number Paragraph 1 Total Average Paid, Verified & Analyzed Nonpaid Circulation This paragraph reports the average circulation of all issues whose cover dates fall within the six-month period covered by the statement. It includes the average for the statement period along with a percentage of the total, the rate base, the quantity above or below rate base and a percentage. Total average circulation is broken out in segments: •Subscriptions – Paid (print and digital) – Verified (print and digital) • Single copy (print and digital) • Analyzed nonpaid The primary rate base, if used, will consist of both paid and verified subscription circulation. In situations where a publisher elects to make a rate base claim for a segment of circulation, such as paid only or verified only, the explanatory paragraph may be used to disclose this additional information. Any verified circulation is broken out in paragraph 6A verified public place and paragraph 6B verified individual use. 3 How to Use an AAM Consumer Magazine Publisher’s Statement Paragraph 2 Suggested Retail Prices This paragraph reports the publication’s suggested one-year subscription and single-copy cover price for the six-month reporting period. Average Price Paragraph 2 also reports the average net subscription price for the 12 months prior to the start of the publisher’s statement period. For example, a publisher’s statement for a June 2012 reporting period will report average price for the 12-month period ending December 2010. The reporting of net average subscription price is mandatory for paid subscriptions on a per-copy and annualized basis. Annualized data is obtained by multiplying the average per copy price by the number of issues in the period covered by the average price reporting. Net price reporting excludes: • Premium values • •Transfers • • Nondeductible clubs • Subscriptions canceled for nonpayment Copies sold as public place/sponsored Any foreign subscriptions Gross average price reporting is optional. If a publication chooses to report gross average subscription price, the sources of business that are excluded from net average price calculations are also excluded from gross average subscription price except for the following: • Premium values • Subscriptions canceled for nonpayment For paid subscriptions only: What is net versus gross? Net Average Price: Gross individual subscriptions and dollars minus the values of premium inducements and credit cancellations. Gross Average Price: Gross individual subscriptions and dollars. Essentially, gross includes premium and credit cancel values and net excludes premium and credit cancel values. Paragraph 3 Paid, Verified & Analyzed Nonpaid Circulation By Issue The average of the issues shown in paragraph 3 (except for special issues) will always equal the total average paid, verified and analyzed nonpaid circulation shown in paragraph 1. Special issues will be listed in this paragraph, however they will not be included in the average of paragraph 1. Publications that have digital editions will show a breakout by print and digital replica (paragraph 3) and nonreplica (paragraph 3A). 4 How to Use an AAM Consumer Magazine Publisher’s Statement Paragraph 4 Average Circulation by Regional, Metro & Demographic Editions Any edition of a national publication that is regularly sold as a separate advertising vehicle is listed individually in paragraph 4. This includes regional, metro and demographic editions offered for separate advertising sales according to the publication’s rate card. If the publication reports a rate base for any edition, it must be reported in this paragraph. It is important to remember that some of these editions may overlap, be noninclusive or have fewer issues than the frequency of the national edition. Their sum does not necessarily add up to the full national average listed in paragraph 1. Paragraph 5 Trend Analysis This paragraph is compiled by AAM and represents a five-year trend analysis for the circulation categories reported in paragraph 1 as well as average annualized subscription prices. Regardless of the audit period, a January through December average is reported. A percent of change will be shown for a year over year basis for total circulation. If a rate base was reported, then this element as well as the average price (annualized) for each year is also disclosed. 5 How to Use an AAM Consumer Magazine Publisher’s Statement Paragraph 6 Supplemental Analysis of Average Paid, Verified & Analyzed Nonpaid Circulation This paragraph provides a detailed analysis of circulation by category reported in paragraph 1 of the publisher’s statement. If an asterisk appears next to the category, then the sales for that category were included in the paragraph 2 average price calculation. This is annotated at the bottom of the paragraph. Terms and definitions of these categories can be found on pages 10 and 11. If verified circulation is reported in paragraph 1, a publisher must report it in paragraphs 6A and 6B. Paragraph 6A Additional Analysis of Verified Public Place This paragraph provides further analysis of verified public place circulation for the period covered by the statement. The breakout reports the top five distribution locations from a standardized list of sources maintained in the verified circulation guide on AAM’s website. The remaining circulation is reported under “other.” Paragraph 6B Additional Analysis of Verified Individual Use Verified individual circulation represents copies delivered to individual readers who would likely have a strong affinity for the editorial content of the publication. Examples of this type of circulation may be names obtained from lists, individually requested, etc. The breakout reports the top five sources used to acquire consumer names. Remaining circulation is reported under “other.” A standardized listing of sources is maintained on the AAM website in the verified circulation guide. 6 How to Use an AAM Consumer Magazine Publisher’s Statement Paragraph 7 Geographic Data for the Month, Year issue This paragraph reports circulation by geographic area for a single issue in the publisher’s statement reporting period (also referred to as the “analyzed issue”). It identifies circulation for the 48 contiguous states in alphabetical order, then Alaska, Hawaii and U.S. Possessions. Data is also provided for Canada, international and military subscriptions, if any were served. At least once in each 12-month period, publishers must report actual counted figures in each of these categories by state and province. The next selected issue can be based on either a proration of that counted issue or on another analysis. Analysis by ABCD County Size (for one issue) These groups represent county size ranging from the largest to the smallest, using U.S. Census data and defined by A.C. Nielsen Company for the contiguous 48 states. This analysis is required for U.S. magazines with circulation of more than 500,000 and for Canadian magazines with circulation of more than 100,000. U.S. Criteria A. All counties located within the 25 largest metropolitan areas B. All counties not included under A. that have a population of more than 150,000 C. All counties not included under A. or B. that have a population of more than 35,000 D. All remaining counties Canadian Criteria A. All counties, in whole or in part, within the boundaries of Census Metropolitan Areas (CMAs) B. All counties not included under A. that have a population of more than 25,000 C. All counties, in whole or in part, that have a population of more than 25,000 and other counties containing a population of 10,000 or more D. All remaining counties 7 How to Use an AAM Consumer Magazine Publisher’s Statement Paragraph 8 Analysis of Total New and Renewal Paid Individual Subscriptions Paragraph 8 shows information concerning the terms, use of premiums in subscription selling and sales sources. Subscriptions reported here (new and renewal) are gross numbers for subscription sales that qualify as paid under AAM definitions. These are subscriptions sold during the sixmonth period covered by the publisher’s statement as opposed to the average circulation numbers shown in paragraph 1. In other words, this paragraph excludes orders for paid sponsored subscriptions, all verified subscriptions, single-copy sales and analyzed nonpaid circulation. Consumer magazines have up to seven months to collect for these subscriptions, some of which may cancel. Paragraph 8A Duration - This subparagraph describes the length of subscription terms sold during the statement period. Paragraph 8B Use of Premiums - A publisher’s use or non-use of premiums in subscription selling is shown in this subparagraph. Categories include: (1)Ordered without premium are subscriptions sold in consideration of monetary payment alone. (2)Ordered with material reprinted from this publication are subscriptions sold involving editorial premiums. The explanatory paragraph 9 will contain a description of the editorial premium(s). (3)Ordered with other premiums reports the subscriptions sold with a product that is being used as a premium. To qualify these subscriptions, the publisher is required to collect the full value of the premium(s) in addition to the subscription price of one cent or more. The explanatory paragraph 9 will contain a description of the premium(s). Paragraph 8C Channels - This subparagraph describes the channels in which the subscriptions were obtained. (a) Ordered by subscriber action via direct mail, direct mail agents, inserts, online, renewals, catalogs, or other outlets available to the subscribers. This includes all new sales generated through channels where the subscriber(s) initiated action and renewals of subscriptions generated through publishers or their agents. (b) Ordered by subscribers in response to unsolicited telemarketing and door-to-door selling. This includes new sales where the publisher or their agent make solicitation efforts through outbound telemarketing or door-to-door sales to new subscribers. (c) Ordered by subscribers in response to fundraising programs of schools, churches, and other similar organizations. Self-explanatory. (d) Subscriptions as part of membership in an organization. The explanatory paragraph 9 will contain a description of subscriptions sold in conjunction with an association or club membership. 8 How to Use an AAM Consumer Magazine Publisher’s Statement Paragraph 9 Explanatory In this section, publishers must disclose further details and explanations of data reported in the other paragraphs of the publisher’s statement. Some of the explanations that may be included are: • Other publisher’s prices (foreign, two-year, three-year) • Premium offers • Sweepstakes offers • Explanation of any circulation reported in paragraph 6 • Disclosure of post-expire copies • Disclosure of verified paid distribution This paragraph also lists the average total nonanalyzed nonpaid circulation for the publisher’s statement period. These are copies that were distributed during the period, but did not meet AAM’s rules for inclusion in paid or analyzed nonpaid circulation. The major contributions to this category are copies supplied to advertisers and agencies and copies served on credit that were canceled later due to nonpayment. If a publication reports digital circulation, the descriptions will be contained in this paragraph. Paragraph 10 Variance This paragraph lists the circulation as disclosed on the latest released audit report. It identifies if any difference existed between the circulation claimed by the publisher and the results of the AAM audit for the same time period. Signature Block The signature block at the end of each publisher’s statement shows the name and address of the publication’s circulation director and publisher, which testifies that the information in their publisher’s statement is reported in accordance with AAM’s bylaws and rules. This section also lists: •Parent company •Telephone, fax and URL of the publishing company •Sales offices •Date established •AAM membership date We certify that to the best of our knowledge all data set forth in this publisher’s statement are true and report circulation in accordance with the Alliance for Audited Media’s bylaws and rules. Parent Company: PROTYPE MAGAZINE, published by XYZ Publications, 123 Any Lane, Anytown, IL 60000 NAMENAMEDate Signed Circulation DirectorPublisher Sales OfficeEstablished: P: xxx.xxx.xxxx F: xxx.xxx.xxxx URL: Remember that the figures cited in the AAM publisher’s statement are subject to audit. Audited findings are issued in an annual audit report. 9 How to Use an AAM Consumer Magazine Publisher’s Statement Terms & Definitions for Paragraph 6 Paragraph 6 Supplemental Analysis of Average Paid & Verified Circulation Paid Subscriptions Individual Subscriptions Subscriptions ordered and paid by an individual. Combination Subscriptions [Rule F 8.4] Subscriptions to two or more different publications sold at a special combination price. Association [Rule F 2.4] Subscriptions received as part of membership in an association, organization or society. Deductible: The subscription amount is deductible from association fees or dues. Nondeductible: The subscription amount is included in association fees or dues and are not deductible. Club Membership [Rule F 2.7] Subscriptions served to individuals as a result of membership in a club or similar organization who belong for a common purpose. Deductible: The subscription amount is deductible from club/membership fees or dues, meaning the member may decline the subscription and deduct the value of the subscription from the club’s membership dues. Nondeductible: The subscription amount is included in club/membership fees or dues and are not deductible. Deferred [Rule F 7.1] Individual subscriptions served a month or more late, usually from copies unsold from initial distribution and returned by distributor. Loyalty/Award Point [Rule F 8.9] Subscriptions acquired through the redemption of accrued award credits or loyalty points (e.g., frequent flyer miles, credit card member points). Essentially, the “currency” used to pay for the subscription is loyalty/award points. Partnership [Rule F 2.6] Subscriptions served to individuals that are tied to a partnership agreement (e.g., subscription to a magazine partnered with the purchase of season tickets to a sporting or cultural event). Deductible: The subscription amount is deductible at the point of sale, meaning the consumer may decline the subscription and deduct the value from the partnered good or service. Sponsored Sales [Rule F 2.1] Subscriptions purchased in quantities of 11 or more that promote the professional or business interests of the purchaser. 10 How to Use an AAM Consumer Magazine Publisher’s Statement Paragraph 6 - cont’d Supplemental Analysis of Average Paid & Verified Circulation Verified Subscriptions [Rule F 15.1] Public Place Two categories of subscription service may be reported as public place distribution: 1) Copies intended for use in waiting rooms by patrons of the business location 2) Copies delivered to hotels for placement in rooms for use by guests Individual Use Copies delivered to a consumer who would likely have a strong affinity for the editorial content of the publication. Single-Copy Sales Copies of a magazine sold at newsstands, racks in grocery stores, etc. as opposed to a subscription. Data is broken out in the following categories: • Single-issue sales • Combination sales (see Rule F 8.4) •Partnership (see previous page) • Sponsored sales (see previous page) Analyzed Nonpaid Copies of a magazine that are distributed free of charge to defined recipients, or are available for pickup at designated locations. Data is broken out in the following categories: • List source: Copies distributed to individual recipients as a result of their name appearing on a qualified list. Individuals must meet “definition of list source recipient.” Consecutive issuance is required. • Market coverage: Copies individually addressed or delivered where consecutive issuance is not measured. • Delivered with host products: Copies that act as inserts to another publication (the “host”). • Nonpaid bulk: Circulation delivered to designated locations for redistribution to recipients unknown to the publisher. What’s the difference between an association and a club? An association is a nonprofit or not-for-profit organization that is governed by a board of directors. A club is a for-profit organization. What’s the difference between club/memberships and partnerships? Club/memberships infer ongoing relationships or access to a group or facility because of the membership status or ongoing communications. Partnerships infer single transaction relationships of purchase of products or services. 11 How to Use an AAM Consumer Magazine Publisher’s Statement Resource Tools AAM’s Media Intelligence Center is unique in the industry. AAM members have access to data on more than 1,000 periodicals. Analysis and data-mining tools feature built-in standard reports and include 10 years of historical circulation data. In addition, special requests can be converted into customized reports. A suite of online products provides a wealth of targeted circulation and research study data. These easy-to-use resource tools provide time-saving features and functionality, including: • Vital historical data • Multiple query capabilities • Save and retrieve lists • A full range of search options • Standard market area data • Download to Excel Periodical Analyzer [publisher’s statement data] Available as a full product or in separate modules for all consumer magazines or business publications, Canadian/International consumer magazines and all U.S./Canadian farm publications. Magazine Trends [publisher’s statement data] This online report provides objective information on a large number of AAM-audited consumer magazines. A five-year tabulation of paid, verified and nonpaid total circulation and rate base data for U.S. and Canadian periodicals is published annually. Tracks single-copy sales and subscriptions, prices, premiums, postexpiration copies and advertising page rates. Offers a built-in online historical archive. Magazine Market Coverage [county analysis] A quick reference to current circulation aligned to standard market areas (DMA or MSA/CBSA) for publications that analyze their net paid and verified circulation by county and release this information in a Supplemental Data Report. Available as a full set or separately by market or by publication for either DMA or CBSA. Total Circ – Users have the ability to search top-line circulation data online from Snapshot by publisher title, U.S. SRDS or Canadian CARD classifications. Media Rebate Analysis Tool With AAM’s Media Rebate Analysis Tool there’s no need to populate your own database because AAM data is immediately available. Rebate estimates from post-media buys can be automatically calculated with this time-saving tool. Four types of calculations are available with the option to perform calculations based on AAM report rate base or advertiser rate base guarantee. Reference CD-ROMs Statement Library Compilation of annual publisher’s statements for all AAM periodical members in PDF format. Released semiannually. Available in various modules as a single order or annual subscription. GEO/CIRC Periodicals [publisher’s statement data] Spreadsheet formats available as a full product, separate modules include: • Mag-Circ Set or individually •Geo – Geographic data, including total circulation, subscriptions and single-copy sales by state across U.S. regions, Canadian and international •I-Comp – Total paid and verified circulation and rate base by issue •Subs – Total new and renewal subscriptions broken out by time intervals •Trends – Five years of circulation trends from paragraph 1 •DMA or CBSA – County circulation detail aligned to market areas for all AAM-audited magazines that report paid county circulation via a supplemental data report Reports Library – Thousands of current and historical publisher’s statements and audit reports are constantly updated as new reports are released. Snapshot – Get the latest top-line circulation summary data from publisher’s statements. Magazine Snapshot is issued twice a year with a supplement released approximately two weeks later. Canadian Circulation of U.S. Magazines – This annual report contains circulation data by province and percent coverage of total circulation for all U.S. magazines that break out Canadian circulation. 12 How to Use an AAM Consumer Magazine Publisher’s Statement AAM Rapid Report: More Frequent Circulation Estimates AAM Rapid Report is a tool that allows consumer magazine publishers to report their top-line circulation figures within weeks of the on-sale or distribution date. Beginning in July 2013, U.S. magazines with circulation of 250,000 and over are required to file via Rapid Report. AAM members have free access to the data through the Media Intelligence Center. • AAM Rapid Report includes (as applicable): • Subscriptions, paid and verified • Total paid and verified subscriptions • Single-copy sales • Total paid and verified circulation • Paid and verified rate base • Average analyzed nonpaid circulation • Total paid, verified and analyzed nonpaid circulation • Amount and percent above or below rate base • Robust search capabilities include selecting publications by title, parent company or SRDS classifications. • Publishers are able to update or change the data as necessary. A history of changes is available. • At the end of the six-month reporting period, the AAM Rapid Report program will automatically calculate a six-month average for each line item. These averages will be compared to the publisher’s statement average from that same period. • The reporting publication’s audit report will include a reconciliation of any differences between the AAM Rapid Report submissions versus the final audited numbers. AAM members may access Rapid Report data in the Media Intelligence Center. 13 How to Use an AAM Consumer Magazine Publisher’s Statement Glossary Advertising rate base is the publisher-provided assumption of circulation performance (also referred to as the circulation guarantee). Distribution is the total number of copies distributed per issue whether paid, verified, analyzed nonpaid or unpaid. Analyzed nonpaid circulation are copies of a publication that are distributed free of charge to defined recipients, or are available for pickup at designated locations. Distributor is a general term applied to carriers, dealers, street vendors and all others who sell publications as a vocation or part of their vocation. This term also covers those who resell publications (“middlemen”). Association subscriptions are those subscriptions received as part of membership in an association. Draw is the number of copies delivered to distributors or other outlets for single-copy sales. Average annualized price is the average price of individual subscriptions sold in a 12-month period – presented in a manner reflecting a one-year subscription. Edition refers to copies of the total distribution of an issue in which the editorial and/or advertising content varies by region, demographics and/or metro areas. Average paid, verified or analyzed nonpaid is circulation calculated by dividing the total circulation of all the issues during the reporting period by the total number of issues. Expiration is the end of the subscription period. Back copies are issues of a publication that immediately precede the appearance of the next issue for sale. Checking copy is a copy of the publication sent to an advertiser or advertising agency for verification of advertising insertion. Club/membership are those subscriptions served to individuals as a result of membership in a club or similar organization who belong for a common purpose. Collection stimulant is an inducement used by the publication to stimulate prompt payment after the subscription order has been received. Combination sales are subscriptions to two or more different publications sold at a special combined price. Complimentary copies are given as a courtesy. Credit subscription is a subscription for which payment is not made at time of order. Deferred subscriptions are those served to individuals a month or more late, usually from copies unsold from initial distribution and returned by distributor. Delivered with host products are magazines that act as inserts to another publication. Extension is when a subscription goes beyond its original expire date, due to lowered subscription price or reduced frequency of issue. Field served is the publisher’s description of the markets or occupations whose interest the editorial content is directed. Frequency is the period issuance of a publication (e.g., monthly, weekly). Fulfillment is the procedures involved in delivering copies of a publication to recipients. Galley is a list of all subscribers to a publication (mailing labels). Gift subscriptions are those subscriptions paid for by one other than the recipient, used as a gift and not to promote the interest of the donor. Individual paid subscriptions are those subscriptions ordered and paid for by an individual qualifying as paid in accordance with AAM rules. Installment subscriptions are subscriptions that are paid in installments within the subscription period. List source refers to copies distributed to individual recipients as a result of their name appearing on a qualified list. 14 How to Use an AAM Consumer Magazine Publisher’s Statement Loyalty/award programs promote brand loyalty and increase sales volume of discretionary goods and services. There are qualification standards for reporting magazine sales as paid circulation when the “currency” used for remittance is loyalty or award points. Market coverage refers to magazine copies that are individually addressed or delivered where consecutive issuance is not measured. Net press run refers to the total copies printed suitable for distribution. Newsdealer is a merchant with a fixed place of doing business who buys newspapers or periodicals to sell again at retail. Nondeductible from dues refers to subscriptions to an association’s or club’s publication in which the subscription price is automatically included as part of dues – regardless of whether the member wishes to receive the publication. Nonpaid bulk refers to copies delivered to designated locations for redistribution to recipients unknown to the publisher. Nonreturnable is a term used for dealers or other distributors who purchase copies of the publication with the understanding that they must pay for all copies purchased whether they sell them or not. These copies are not subject to credit on being returned. Paid subscription is a subscription paid in accordance with AAM rules defining a paid subscriber. Partnership subscriptions are those that are served to individuals that are tied to a partnership agreement (e.g., subscription to a magazine partnered with the purchase of season tickets to a sporting or cultural event). Post-expiration copies (formerly known as “arrears”) are copies sent to subscribers consecutively for up to three months after expiration of the subscription term. Premium is anything, except periodicals, offered to a potential or renewing subscriber, either free or at a price, to induce a subscription order. Publisher’s interim statement may be issued at the publisher’s option. These are often used to report significant changes in circulation and are subject to audit. Publisher’s statements are circulation claims made by the publisher and reported by AAM. These are subject to audit. Renewal refers to a subscription that has been renewed prior to, at or within a period after expiration, permitted under AAM rules. Returnable refers to copies of publications sold to distributors under agreement to take back unsold issues. • Fully returnable means that all copies sold to any and all distributors may be returned if unsold. • Limited returnable is used when: 1) A part of the distribution is sold on a returnable basis and part on a nonreturnable basis. 2) Distributors are allowed the return privilege but only of a certain percentage of the quantity purchased. Returns are copies left unsold by dealers or other retail outlets. Short-term subscriptions are those that are secured for less than a year. Single-copy sales are copies of a magazine sold at newsstands, racks in grocery stores, etc. as opposed to a subscription. Split-run is the insertion or substitution of different advertising content for a portion of the distribution of an edition or of an issue for either a newspaper or periodical. Subscription-selling agency may be an individual, firm or corporation that obtains subscriptions for two or more publications. Suggested retail price is the price at which a publication can be purchased by anyone, without limitation, for a definite duration. This is in contrast to a special price for a limited period or to a limited class or under limited conditions. Total paid is a sum of all classes of a publication’s distribution for which the ultimate purchasers have paid in accordance with AAM rules. Trial subscriptions are the result from test offers. Unpaid copies are those distributed either entirely free or at a price inadequate to qualify as paid according to AAM rules. Verified circulation are subscription copies designated by publishers for readership in public places or intended for individual use by recipients who are likely to have a strong affinity for the content of the magazine. Wholesalers are distributors of newspapers or periodicals to retailers. How to Use an AAM Consumer Magazine Publisher’s Statement 15 auditedmedia.com auditedmedia.ca The Alliance for Audited Media is a not-for-profit organization that connects North America’s leading media companies, advertisers and ad agencies. Founded in 1914 as the Audit Bureau of Circulations, AAM is the preeminent source of crossmedia verification and information services, providing standards, audit services and data critical to the advertising industry. The organization independently verifies print and digital circulation, mobile apps, website analytics, social media, technology platforms and audience information for newspapers, magazines and digital media companies in the U.S. and Canada. In November 2012, AAM joined forces with Certified Audit of Circulations. Headquarters Office 48 W. Seegers Road • Arlington Heights, IL 60005-3913 P: 224.366.6939 • F: 224.366.6949 New York Office 122 East 42nd Street, Suite 807 • New York, NY 10168-0899 P: 212.867.8992 • F: 212.867.8947 Canadian Office 151 Bloor Street West, Suite 850 • Toronto, ON M5S 1S4 P: 416.962.5840 • F: 416.962.5844 5/13 How to Use an AAM Consumer Magazine Publisher’s Statement How to Use an AAM Consumer Magazine Publisher’s Statement Copyright © 2013 Alliance for Audited Media. All rights reserved.
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