ABC considers rule change in response to penny vouchers

Penny vouchers, which allow consumers to pay 1p for a newspaper, are likely to be classed as bulk sales under changes to circulation rules.

The Audit Bureau of Circulations (ABC) is thought to be considering changing the rules at its next council meeting. The proposed changes would mean penny vouchers were no longer classed as full-rate sales.

Penny vouchers have been used by the Scotsman as a marketing device. It ran a direct mail campaign, distributing vouchers that were redeemable against the price of a newspaper if customers paid a penny.

The vouchers helped the Scotsman increase its average circulation for the six months to December to 100,441, up 32.58 per cent year on year.

However, other media owners consider the promotion contrary to the spirit of the rules, which lay down that where newspapers are distributed free on trains, planes and in hotels to readers, they are classified as bulk sales.

Newsagents have also become disgruntled because, after accepting a voucher and a penny for the newspaper, they have to wait to be reimbursed by their local distributors.

Recommended

British Gas launches low-income customer payment plan

Marketing Week

Utility company, British Gas, is launching a new scheme to help low-income customers pay their bills. The household bill payment bank will enable 1 million British Gas customers without bank accounts to pay their bills through local pay-points, rather than in cash. The account, available from April, will be run in partnership with the Bank […]

Kiosk ads ‘not a safety risk’

Marketing Week

The feature about ads in BT phone boxes (MW February 1) contained some points that I would like to take issue with. But first, I would stress that the central issue that neither you or our critics have addressed: advertising on kiosks is one of a number of strategies that BT must adopt to ensure […]

Camelot faces 2-year handover threat

Marketing Week

Camelot could be forced to spend the last two years of the next lottery licence handing over the National Lottery network to a rival, under new rules introduced by the game’s regulator. A radical shake-up of the rules for hiring a new operator at the end of the next licence has been unveiled by the […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now