Audit Bureau tosses out 50% rule

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New York--The Audit Bureau of Circulations has given final approval to eliminating the longstanding "50% rule," in which copies sold for less than 50% of what the publisher defines as a basic price could not be counted as paid circulation. Under the new rules, publishers will be able to do so, but in order to appease advertisers, circulation statements will include much more detailed information on how much the magazine is charging subscribers. The changes kick in for the six-month period ending Dec. 31. The move is designed to give publishers more leeway in making their rate bases, or the circulation guaranteed to advertisers.
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