We throw out the promotional copies, such as so-called "sponsored copies" where an advertiser buys a zip code or multiple zip codes and everybody in the zip code receives a copy, even current subscribers. The Audit Bureau of Circulations recently relaxed the rules to let papers count such sales as paid circulation. We don't believe (and privately the DNA executives agree) that they represent truly paid subscriptions. They're things like free copies they sell to hotels, Newspaper in Education programs, and stuff like that.
If you track the audits since the JOA, the number of these non-subscriber -- but not true single copy -- sales have risen steadily.
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