Editor's note: This is the second of three installments about "Navigating the New ABC's of ABC," a webinar recently sponsored by the NAA Foundation.
The Audit Bureau of Circulations is instituting two rule changes that could have a significant impact on NIE programs.
During the Foundation's webinar, Rob Rubrecht introduced the audience to "Paid Circulation Defined," an ABC rule taking effect in April.
Under this rule, newspapers participating in NIE programs could charge as little as 1 cent per copy in order to meet paid print circulation guidelines. The previous low to meet the paid circulation requirement was 25 percent of a newspaper's basic rate. Because widespread implementation of this tactic would decrease subscription revenue, Rubrecht said he believes this option is unattractive for publishers.
"Given the current state of the economy, I don't see this as an option," said Rubrecht, NAA director of circulation marketing. "I think most publishers are trying to bring in additional revenue."
Should newspapers choose to adapt to the 1 cent-per-copy model, they may have to wait until summer to do so. Newspapers must maintain their current NIE rates until the end of the school year, even though April 1 officially marks the day when 1-cent copies are allowed. Even after April 1, Rubrecht said he does not expect to see many publishers bringing down the price.
The paid classification becomes largely irrelevant in October 2010, when NIE programs will fall under the "Verified Circulation" category. Newspapers will cease to have a funding requirement for their NIE programs, and ABC will check inventory only to see if newspapers are sent to the proper destinations.
"It will provide NIE departments with an opportunity to reach more students - a greater audience - without the restrictions of acquiring funding," Rubrecht said.
Next, Rubrecht goes over fundraising and sponsorship techniques.
Follow the links below to download the webinar script and slides from the NIE shared files in NAA Community.
- By Rashad Mulla, NAA Foundation intern