Rule Changes Publicity Update

1. Rule Changes Publicity Update

2. Rule Changes: Business & Consumer • Publicity: if a single issue is promoted, and that single issue exceeds 10% variance from the average of the other issues in the period, average circulation for the period shall be disclosed

3. Rule Changes: Business & Consumer • Total copies distributed (print & digital) must be equal to, or exceed the sum of total qualified circ, advertiser/agency circ, non-qualified paid/request circ, and rotated/occasional circ • Previously analyzed by silo

4. Rule Changes: Business & Consumer • Projecting paragraphs 3b/5 (b/c), and 3c • Old: interim qualification figures can be projected using prior audit percentages as long as new circ claim has not changed (+/-) by 10% or more • New: interim qualification figures can be projected using prior audit percentages as long as new circ has not increased by 10% or more

5. Rule Changes: Business & Consumer • New script options for soliciting telecommunication requests • Objective: make acquisition more effective while maintaining the integrity of the request

6. Rule Changes: Business & Consumer • New script options only allowed if you are recording the interview • Here are the options…

7. Rule Changes: Business & Consumer Option #1 Do you wish to receive this publication? Do you wish to continue to receive this publication?

8. Rule Changes: Business & Consumer Option #2 All that I need to do is update your address information and ask you a couple of questions to send out your free subscription. We show that the subscription should go to (address). Is that correct? All that I need to do is update your address information and ask you a couple of questions to send out your free subscription. We show that the subscription is going to (address). Is that still the correct address?

9. Rule Changes: Business & Consumer Option #3 In order to receive your free subscription to (publication name), I just need a few moments to update some information, ok? I have your name as… In order to continue receiving your free subscription to (publication name), I just need a few moments to verify some information, ok? I have your name as…

10. Rule Changes: Business & Consumer Option #4 Hello. This is (caller’s name) for/from (publication name) calling to update the information that we have on file so that we can begin sending you a free subscription to our publication, ok? Hello. This is (caller’s name) for/from (publication name) calling to update the information that we have on file so that we can continue sending you a free subscription to our publication, ok?

11. Rule Changes: Business & Consumer Option #5 Hello. This is (caller’s name) from (publication name). I’d like to start your free subscription and just need to ask you a couple of questions to be able to do so. I have your address as (address). Is this correct? Hello. This is (caller’s name) from (publication name). I’d like to renew your free subscription and just need to ask you a couple of questions to be able to do so. I have your address as (address). Is this correct?

12. Rule Changes: Business & Consumer • New standard geo reporting for China (effective 6/07) Northeast East China North China Central South Northwest Southwest Other

13. Rule Changes: Business & Consumer • Promotional incentives • During a temporary study period single copies and subscriptions sold in the Middle East with a promotional incentive shall report the copies as qualified paid regardless of the value of the promotional incentive

14. Rule Changes: Consumer • Multi-Copy (bulk) redistribution agreements from a centralized office or headquarters are permitted • The agreement shall include the list of locations with full address, telephone #, quantity, and contact person details

15. Rule Changes: Consumer • Confirmation process is going back to committee for review… • Confirm at headquarters? • Confirm at location? • Confirm level of copies adequate? • Annual, bi-annual, tri-annual?

16. Rule Changes: Consumer • Public Place circulation clarified • “Paid and non-paid copies provided, typically in small quantities per location, by the publisher which are intended to be viewed in waiting rooms, hotels, and other locations, and are not intended to be taken away by consumers” (effective 6/07)

17. Rule Changes: Consumer • Public Place (continued) • The “public place” category has been removed from paragraph 1 • Paragraph 4 will detail the public place copies • Examples follow…

18. Public Place MCSA (bulk) • New paragraph 1

19. Public Place MCSA (bulk) • New paragraph 4 • Next slide…

21. QUESTIONS?

22. Publicity

23. The Corporate Rights • Name (BPA) • Trade Marks (Logo) • Figures appearing in BPA statements

24. Jurisdiction • Print • Electronic: Web sites, email, RSS, Blogs, more • Power Point presentations • Internal docs (that always turn into external docs, despite your efforts to contain)

25. The Basics • A member in good standing may publicize BPA membership… • On letter head; media kits; advertising materials; mastheads; other • Resigning members must cease publicizing BPA membership when the last statement expires

26. The Basics • Shall not attribute BPA authority, stated or implied, to products or figures not traceable to a BPA statement or report • Shall not make false, fraudulent, or misleading statements

27. The Basics • The most recent circulation statement must be used for circulation promotions

28. Shelf Life • 15-month limit on any print promotion • Must be accurate when printed • Reprints must update new circ data • Web sites must be updated within 30 days • Supplementary data good for 36 mos.

29. Projected Circulation • Specific with respect to time frame covered, month/year of distribution • Must reference most recent circulation statement or audit report • Comparisons only for identical projected period

30. Publisher’s Sworn Statement • Must be clearly noted on all pages • May not resemble BPA statement or use BPA logo • “Qualified” only for previously reported data

31. Applicants • May publicize they are applicants • Note claims as “publisher’s own data” • No reference to pending or scheduled initial audit • Comparisons with like time period • May not use of logo

32. Promotion • May reprint, fax, and/or publish verbatim any paragraph, in whole or in part from any publication’s latest statement, except paragraph 11 • May not “overprint” promotional material on the statements • Promoting issues that are 10% more than the other issues in the period must disclose avg TQ

33. “Readers” and “Readership” • May not be substituted for “subscriber” or “circulation” • May be used in general terms or to reference editorial needs • Footnote readership figures as “publisher’s own data” or other third party source

34. Comparisons • Must be like kind / like period • May include previous years/cycles • Must reference most recent data for both/all publications • If current data is unavailable for competitor, note as such • Late filers must reference competitor’s current data

35. Comparisons • Comparisons include market claims and absolute position statements • “Publisher’s Own Data” may be compared with audited data, provided there is full disclosure • Compare print to print; digital to digital; TQ comparisons must include digital, if applicable

36. Terminology & Regrouping • Language from 3a may be shortened for editorial brevity; but it may not change the type of circulation reported • Regrouping allowed provided methodology is clearly noted

37. “Publishers Own Data” • Must have factual basis • May augment audited data, but not supersede or negate • Must be clearly distinguished • May be compared with audited figures, provided the two are distinguished.

38. “Publishers Own Data” • Unless otherwise noted, all circulation claims are assumed to be traceable to circulation statement or audit report • Absence of BPA logo or reference to BPA does not absolve • If figures do not come from BPA report, must disclose the source

39. Non-qualified Distribution • Must be clearly noted • May not infer demographic/geographic breakouts unless supported by fact • Sum of qualified circulation and non-qualified distribution must be accompanied by breakout of subsets

40. Formal Complaints • Submit a written statement of the facts to the president • Formal complaints must be accompanied with a $225 fee • The defendant must receive a copy of the complaint

41. Formal Complaints • The defendant is required to respond, in writing, within 5 days of receiving the compliant • Send a copy of response to the complaining party • All facts will be reviewed and a decision will be rendered

42. Formal Complaints • No reproduction of correspondence without prior written permission

43. Formal Complaints: Recourse • No violation - no further action • Cease and desist, change going forward (immaterial) • Formal correction

44. Formal Complaints: Corrections • Correction action determined by seriousness and scope of violation • Corrections use the same medium as the violation • Web, mail, advertisement, etc • BPA will post all violations on bpaww.com Web site (30 days)

45. Formal Complaints: Appeals • All decisions may be appealed • $750 • Reviewed by Publicity Policies Subcommittee (BOD)

46. Final Comments • BPA encourages use of BPA trademarks • Prevention is more efficient than the cure • Violations: nobody wins

47. QUESTIONS?