Advertising Index Page –
Updated October 1996
This Customer Support Ruling discusses
whether an advertiser index page is considered advertising or nonadvertising matter.
The term "advertising"
referred to in Domestic Mail Manual (DMM) 707.4.13.1, includes, but is not
limited to, all material for the publication of which a valuable consideration is
paid, accepted, or promised, which calls attention to something for the purpose
of getting people to buy it, sell it, seek it, or support it.
DMM 707.4.13.1b and c, provide,
in part, that if an advertising rate is charged for the publication of reading matter
or other material, such material is 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".
An index of advertisers that is
published in copies of a Periodicals publication is considered to be advertising
matter for postal purposes if the advertiser pays a consideration for the publication
of the reference to his advertisement in that index or he pays for the publication
of the advertisement with the understanding that a reference will be made to it
in the index. In both of those instances, an index is subject to the advertising
zone rates of postage when copies of the publication are mailed and addressed for
delivery outside the county of publication. If the foregoing conditions do
not exist, the advertiser index page would not be considered to be advertising matter.
Anita J. Bizzotto
Washington DC 20260-3436