Advertising Matter – Periodicals
Updated January 2001
This Customer Support Ruling provides
a definition of advertising matter in a Periodicals publication.
Domestic Mail Manual (DMM) 707.4.13.1, provides that the
term "advertising" includes all material for the publication of which
a valuable consideration is paid, accepted, or promised, that calls attention to
something for the purpose of getting people to buy it, sell it, seek it, or support
it. Moreover, if an advertising rate is charged for the publication of reading
matter or other materials, such material shall be deemed to be "advertising".
Articles, items, and notices in the form of reading matter inserted in accordance
with a custom or understanding that textual matter is to be inserted for the advertiser
or his products in the publication in which a display advertisement appears are
deemed to be "advertising". If a newspaper or periodical advertises
its own services or issues, or any other business of the publisher, whether in the
form of display advertising or editorial or reading matter, this is deemed to be
"advertising". Public service advertisements, for which no consideration
has been paid, are not considered advertising for postal purposes.
There is no distinction between
paid advertising (published in behalf of other persons, institutions, or concerns)
and institutional (in-house) advertising as it relates to total advertising content
of an issue.
DMM 707.10.1.3 and 707.10.4.4 provides
that issues of Periodicals Nonprofit rate or Classroom rate publications containing
10% or less advertising shall be computed at the nonadvertising rate. The
zone rates are applicable to issues in which the advertising portion exceeds 10%.
As prescribed in DMM 707.16.2, a
copy of each edition of each issue (marked to show the advertising content) must
be filed by the publisher with the postmaster of the original entry office or the
postmaster of the additional entry office where the publication is produced or prepared
for mailing. However, an organization which publishes a publication authorized
to be mailed at the Periodicals Nonprofit rates or Classroom rates is not required
to provide a zone breakdown of the advertising portion if it does not exceed 10%
in each issue. The total portions of the publisher's advertising and the advertising
published in behalf of other persons, institutions, or concerns which are shown
in each copy are considered when making determinations as to whether the advertising
content exceeds 10%.
United States Postal Service
Washington DC 20260-3436