The Basics of Periodicals National Periodicals Focus Group Conference

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The Basics of PeriodicalsNational Periodicals
Focus Group Conference

• Karen Roberson Russ Shores Edward
  Mayhew Chicago RCSC
  Brown Printing Co. New York RCSC

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ELIGIBILITYTransmission of Information

• Original or reprinted articles
• Listings
• Photographs
• Illustrations
• Graphs
• Advertising and non-advertising
• Cartoons comic strips
• Legal notices, etc...

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BASIC PERIODICALS STANDARDSDMM E200

• Formed of printed sheets
• Issued from known office of publication
• Published regularly at least 4 x a year
• Comply with eligibility standards for specific
  category of authorization
• Contain news and information advertising, too

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PRINTED SHEETS

• Pages must be formed of printed sheets, may
  be
• Detachable (coupon, applications, order forms)
• Multilayered (glued together, unusual shapes,
  pop-up, pouches, pockets, holograms)
• Multiple pages held by staples or other means
• Oversized (maps, posters, charts)
• Minor amounts of string,
  rubber bands, similar materials
  used to construct the page.

C
B A
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KNOWN OFFICE OF PUBLICATION

• A physical address in the U.S.
• Business conducted during normal business hours
• Supporting circulation records kept there, or
  made available for review

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FREQUENCY

• Must publish at least 4 x a year
• Dates must be specific
• Monthly - good
• 6 x a year - no good.
• (Not specific)
• Sequential issue dates support
• these intervals

January
February
MARCH
December
OCTOBER
November
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GENERAL PUBLICATIONS(Paid)

• List of paid subscribers
• 50 or more are paid for above a nominal rate
• No more than 75 advertising in more than 1/2 the
  issues during any 12-month period
• May be eligible for Preferred rates

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NOMINAL RATE

• Copies sold for less than 1/2 the basic
  subscription rate
• Subscription price does not cover the cost to
  produce the publication

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INSTITUTIONS AND SOCIETIES

• Publications of eligible schools and specified
  organizations may carry only the publishers own
  advertising
• Publications of other specified organizations may
  choose to carry general (paid) advertising
• If carrying general advertising, must meet
  advertising standards

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PUBLISHERS OWN OR NO ADVERTISING

• All circulated copies are considered subscriber
  copies
• No circulation records required
• No circulation audit performed

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REQUESTER PUBLICATIONS(Free)

• At least 24 pages
• No more than 75 ads in any issue
• No Preferred rates (including
  In-County
• Not primarily an auxiliary to the publishers
  other business

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REQUESTER PUBLICATIONSCirculation Standards

• 50 requesters or persons who have requested or
  paid
• Request valid for 3 years
• Must include signature date
• Not valid if induced by premium
• Telemarketing Internet request
  verified via Form 3845, publishers letter or
  independent audit bureau

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OTHER TYPES OF PERIODICALS

• Publication of State Department
• of Agriculture
• Foreign Publications

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PUBLISHERS RECORDS

• Maintain records for 3 years
• File annual Statement of Ownership, Management,
  and Circulation by Oct 1
• General Requesters must print Statement of
  Ownership information in specified issue

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MARKED COPIES

• Must submit marked copies of each issue
  showing what is advertising vs.. nonadvertising
• at the known office of publication, or
• at the additional entry post office
• (Publishers must also file a copy of each issue
  with
• the postmaster of the original entry office. DMM
  P200)

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ADVERTISING is

• All material for the publication of which
  valuable consideration is paid, accepted, or
  promised, or an advertising rate is paid
• that calls attention to something to
  get people to buy, sell, seek, or support
  it.

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ADVERTISING includes

• Reading matter inserted by custom or
  understanding that textual matter is to be
  inserted for the advertiser (or product) in the
  publication in which a display advertisement
  appears
• Publications advertisement of its own services
  or issues, or any other business of the
  publisher, whether in display advertising or
  reading matter

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PUBLIC SERVICE ANNOUNCEMENTS

• No valuable consideration is received
• Promote programs, activities or services of
  federal, state or local governments or nonprofit
  org. or matters of public interest
• Do not include any matter related to the business
  interest of the publisher
• Are not counted as advertising

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IDENTIFICATION STATEMENT

• Shown conspicuously in one of the specified
  locations
• Title (ISSN or USPS)
• Volume/Issue number and issue date
• Known Office of Publication
• Frequency
• Periodicals Imprint
• POSTMASTER Send address changes

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IDENTIFICATION STATEMENT
THE DAILY TIMES (ISSN 7132-698x) is published
daily except Sundays and Mondays for 28 per
year by Wright News Co., 123 Maine Ave.,
Washington DC 20004-0001. Periodicals
postage paid at Washington, DC. and
additional mailing offices. POSTMASTER
Send address changes to THE DAILY TIMES, PO Box
4, Chicago, IL 60607-3385.
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MARKINGS
Pieces enclosed in wrappers must (at a
minimum) bear the word Periodicals in the
upper right corner of the address side of
mailpiece and the title or name of publisher.
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PREFERRED RATESQualified Organizations

• Religious
• Educational
• Scientific
• Philanthropic
• (Charitable)

• Agricultural
• Labor
• Veterans
• Fraternal
• Others

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HOW TO APPLY

• Form 3500
• Letter from publisher
• After authorization - Form 3510 (no fee
  required)
• Documents to support qualification

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FORM 3510

• Additional Entry
• Nature of Action
• - Open (add)
• - Close (cancel)
• - Modify
• (Only required where mail is submitted for
  verification)

• Re-entry
• Frequency
• of issues
• Title
• KOP
• Authorization
• Rates

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FEES

• Original application 350
• Additional Entry 50
• Re-entry 40
• Modify/Cancellation 50

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CHANGE OF ADDRESS

• Address Correction Service .60
• Manual
• Address Change Service .20
• Electronic
• For More Information
• 1-800-238-3150

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New Application

• PS Form 3500

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LAUNCHING A NEW PUBLICATIONIs there a better
way?

• A new application is coming soon.
• Will replace the existing applications with a
  single all-inclusive form called PS Form 3500,
  Application for Periodicals Mailing Privileges.
• Will be better organized
• More information will be provided to the
  publisher with a new Handbook DM-204 called
  Periodicals Mailing Privileges.
• The application process will
  be faster.

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LAUNCHING A NEW PUBLICATIONIs there a better
way?

• Will require more documentation to
  accompany the application.
• Marked copies still necessary
• Will provide a checklist for In-County
  eligibility.
• Will provide a check-off sheet for the
  identification statement. And access to the
  Library of Congress Web site for the ISSN
• Testing later this year with implementation
  planned for 2001.

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LAUNCHING A NEW PUBLICATIONWhat is coming in
the future?

• Once the new application is in place, we will be
  working on a better way of processing these
  applications.
• It will be faster
• More accurate
• Less labor intensive
• More consistent
• We are looking at this for sometime in 2002. Stay
  tuned!

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PENDING? Whats That?

• Mail prepared as Periodicals
• Submit 3602 3541
• Pay higher Standard postage
• Receive Periodicals service
• When approved, difference in postage is
  refunded

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MAILPIECE COMPONENTS

• LABEL CARRIER
• ATTACHMENTS TO COVERS
• PROTECTIVE COVER
• WRAPPERS
• SUPPLEMENTS

• EDITIONS
• SPECIAL ISSUES
• PART/SECTIONS
• NOVELTY PAGES
• ENCLOSURES

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EDITIONS
WEST SIDE

• Example Demographic or morning/evening
• Only one edition of an issue routinely provided
  to each subscriber or requester
• Does not differ so much
  that they are considered
  separate independent publications

EAST SIDE
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SPECIAL ISSUES

• Should be included in the stated frequency
• Should have title of publication and the words
  Special Issue
• May contain annual reports, directories, and
  lists as part of the contents

Special Directory Issue
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EXTRA ISSUE

• HOT NEWS or information
• Not shown in the stated frequency
• Written notice to the original entry office
• Must bear title of publication

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CHARACTERISTICS CONTENTParts Sections

• Each part must show title
• Number of parts must be stated on first page of
  first part
• Impermissible supplements may not be prepared as
  parts
• May be 100 advertising

1 of 4
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CHARACTERISTICS CONTENTNovelty Pages

• Intended for other than reading
• Formed of printed sheets
• Prepared as integral pages
• Large size pages folded to fit into publication
  are OK
• Cannot be a product

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CHARACTERISTICS CONTENT

• Periodicals publications also may contain
• Calendars and posters as long as items are not
  available commercially
• Very small amounts of foil, cellophane, and
  similar, paper-like materials
• Tyvek or embossed pages with printing on
  them
• Holograms

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CHARACTERISTICS CONTENT

• Fragrance ads may be acceptable
• Renditions of fragrances and cosmetics
• Minute amounts of liquid (Maximum .05 grams for
  perfumes and .35 grams for cosmetics)
• Prepared as multi-layer pages
• Cosmetics renditions need disclaimers

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PERMISSIBLE ENCLOSURES

• 1. Incidental First-Class
• - Bills, statements of account
• - Personal message
• - Closely associated with host pub
• 2. Subscriptions subscription related
• materials
• 3. Address correction cards or forms

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SUBSCRIPTION MATERIAL

• Prepared as cards , pages, cover attachments,
  label carriers, and envelopes
• New, renewal, and gift subscriptions
• Be multiple sheets
• Inserted loose or bound in.
• Neither advertising or
  nonadvertising

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PERMISSIBLE ENCLOSURES

• Subscription materials may include
• Survey to qualify for subscription
• Sweepstakes information
• Toll-free phone number or Internet address as
  subscription alternative
• Promotional material that describes number or
  website is advertising.
• (Address correction, subscription forms/info
• included in weight of pub)

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NONINCIDENTAL ENCLOSURES

• Separate payment of postage required
• Total weight no more than 16 oz.
• Permit imprint OK if not visible
• Presort rates processing category same
  as host piece
• Must have markings
• -- First-Class Mail Enclosed
• -- Ride-Along Enclosed
• -- Standard Mail Enclosed

Periodicals Postage Paid Standard Mail
Enclosed

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Matter NOT Mailable at Periodicals RateKiller
Characteristics

• Separate price or subscription offer
• The word CATALOG
• First- or Standard Mail permit imprint
• An ISBN (book, cassette or compact disk)
• Different ISSN or USPS number

Presorted Standard US Postage Paid Permit
123 Chicago, IL 60607
Parts Catalog
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Matter NOT Mailable at Periodicals Rates

• Products/product samples
• The real thing
• A small-size example of a real product
• Matter not formed of printed sheets
• Package Services matter weighing 16 oz. or more
  
• Envelopes pockets containing impermissible
  enclosures (bound)

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PRODUCT EXAMPLES

• Stationery
• Audio/video cassettes
• Floppy disks
• Compact Disks
• Merchandise
• Wall desk calendars
• Swatches of materials

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Matter NOT Mailable at Periodicals Rates

• LED and tone generating devices are not printed
  sheets
• Contain lights, batteries, wires, microchips,
  etc.
• Mailable as Standard Mail or Ride- Along
  enclosures

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MAILPIECE CONSTRUCTION

• May be mailed in envelope, polywrap, paper
  wrapper, sleeve (bellyband)
• bellyband with another wrapper, the bellyband
  is an enclosure
• Wrappers may have both ad and non-ad text
  (include in total advertising )
• Mailpieces must meet specific standards for
  automation rates

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COVERS PROTECTIVE COVERS

• Must show publication Title
• May contain ad, non-ad or both
• Permanently attached to bound pub
• Cover front and back of publication within 3/4
  of unbound edges
• Partial (short) covers okay if in wrapper or
  secured

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ATTACHMENTS TO COVERS

• Stickers of any size and shape
• Affixed at all points cannot obscure Title
• Permissible loose enclosures
• Material allowed within content of pub
• Securely attached along bound edge
• Same size as cover to within 3/4 of edge
  opposite fold or binding
• If smaller, must be enclosed in wrapper

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LABEL CARRIER

• Single unfolded, uncreased, sheet
• Be in a polybag
• Securely affixed or unable to rotate in polybag
• Must bear
• -- Title of the publication
• -- Periodicals imprint
• -- Return address if
  Address Service Requested

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LABEL CARRIER Only the following may be on the
front

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REPLY PIECES

• All enclosed Courtesy, Meter, and Business Reply
  Mail letter-size cards and envelopes must be
  automation-compatible and bear a correct FIM and
  barcode

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WHAT IS A SUPPLEMENT?

• One or more pages formed by one or more
  printed sheets
• Devoted to single topic and
  may contain material different from
  host
• Not bound or tipped into host

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SUPPLEMENTS

• Is the publication bound or unbound?

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SUPPLEMENTSBound Publications

• Must contain at least 25 nonadvertising
• Be enclosed in envelope, polybag, or wrapper
• Bear the words Supplement to followed by the
  name of the publication or publisher
• Length height can exceed host publication

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SUPPLEMENTSUnbound Publications

• 100 advertising, editorial or a combination of
  both
• May contain sealed envelopes with
  100 printed advertising material
• Length height cannot exceed
  host, unless placed in a
  wrapper or envelope

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SUPPLEMENTSUnbound Publications

• May not be sold as a separate product
• Must be combined with and nestled
  inside the publication, or
• if loose outside the publication, must be in a
  wrapper endorsed Supplement to

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SINGLE-SPONSOR SUPPLEMENTS

• Subject to case-by-case postal review
• Publisher may be asked to provide contracts or
  agreements
• Does publisher have editorial control of the
  nonadvertising content?
• If editorial content promotes sponsor or
  advertiser, is equal editorial space provided to
  competitors?

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RIDE-ALONG
Definition A single piece that otherwise
qualifies as Standard Mail
mailed with a
Periodicals publication for . 10
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RIDE-ALONG

• Examples
• Publishers letter
• Catalogs
• A single page or bound pages of advertising
• CD-ROMs
• Cosmetic sample

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RIDE-ALONG Rules of the Game
A limit of one ride-along piece may be attached
to or enclosed with an individual copy of a
Periodicals publication.
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RIDE-ALONGRules of the Game

• Basic Requirements
• Eligible to mail as Standard Mail
• Cannot exceed any dimensions of the host
• Cannot change the processing category

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RIDE-ALONGRules of the Game

• Ride-Along Must NOT
• Exceed 3.3 ounces or the weight of the host
  publication
• Obscure the title of the publication or the
  address label

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RIDE-ALONGRules of the Game

• Resulting piece (host ride along) must be of
  uniform thickness
• Pieces claiming automation discounts, the
  addition of the ride-along cannot change the
  automation compatibility of the host piece.

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RIDE-ALONGRules of the Game

• FSM 881 automation compatible
• meets turning radius for FSM 881
• not a tabloid
• The addition of the ride-along cannot change
  any of these attributes to move to FSM
  1000

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RIDE-ALONG RATERules of the Game

• Foreign and Canadian copies do not qualify
• The publication must be endorsed Ride-Along
  Enclosed
• on wrapper, envelope or polybag
• in the ID statement (DMM P070)

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RIDE-ALONG RATE
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RIDE-ALONG RATE
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RIDE-ALONGRules of the Game

• Mailers must submit the following
• Two copies of alternative postage statement
  3541-X (no monthly statements)
• Sample of Periodicals publication with the
  Ride-Along piece (as mailed)
• Data collection questionnaire

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