The Audit Bureau of Circulations revealed last week it was investigating the bulk sales component of national newspaper sales figures. Specifically, it says it is looking at the giving away of airline copies. Bulks are copies newspaper groups sell for a nominal fee to airlines, rail firms, hotels, fast-food restaurants and gyms, who give them away for free.
Critics believe bulks artificially inflate newspapers' overall circulation figures and claim the majority remain unread. Newspaper groups, particularly in the quality sector, believe the use of bulks is a valid sampling tool.
Generally speaking, media buyers will discount bulks when buying advertising. A number of groups, such as Express Newspapers and Trinity Mirror, have moved away from using bulks, while others, such as The Sun and sister title the News of the World, have never used bulks.
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