Getting a barcode for your magazine

Bar codes are used to identify uniquely each issue of a magazine; they also enable swift and smooth transactions between the computer systems of publishers, retailers, wholesalers and distributors. If a bar code is scanned at the point of sale it isn’t just the price that is instantly accessible - vitally important magazine sales are captured. These are the figures that are essential for accurate distribution and returns information. The following points are a guide to obtaining and producing a bar code:

To produce a bar code you should first contact the ISSN UK Centre at the British Library on 01937 546959 to register the publication and obtain a unique ISSN number. There is no charge for this service.

Anyone who publishes material in the UK is legally obliged to deposit one copy with the British Library at its Legal Deposit Office at:

Legal Deposit Office
The British Library
Boston Spa
Wetherby
West Yorkshire LS23 7BY

The other copyright libraries are the National Library of Wales, the National Library of Scotland, Trinity College Dublin, the University of Oxford and the University of Cambridge. For queries about depositing with them, speak to the copyright agent.
Once an ISSN number is obtained, appoint a film master supplier to produce the barcode artwork (supply the ISSN and issue number). PPA can provide a list of suppliers.
Bar codes can be produced on film (positive or negative), bromide or disk. Each printer will confirm what they require.
Magazine barcodes are unique in that they have 15 digits (almost all other products have 13 digits):
- The first three digits are 977 (these are the prefix for any periodical publication).
- The next seven digits are the first sevent digits from the ISSN.
- The next two digits are 00 (these are called the sequence variant and move up by 01 to reflect any price change).
- The next digit is called the 'check' digit (it is derived from a calculation of the previous 12 digits and is completed by dedicated software).
- The final two digits are the 'add-on' numbers and show which publication the barcode relates to ie 01-12 reflect Jan-Dec or 1-52 reflect weeks of the year.
- To make sure bar codes scan first time, follow the criteria outlined in the PPA 'Best Practice Guidelines for Bar Coding and Issue Numbering of Magazines', available from here. The guidelines recommend the ideal magnification, sizing, positioning and colour of magazine bar codes.
- Retail chains are increasingly inclined to fine publishers whose barcodes do not scan. Inaccurate bar codes lead to loss of sales and, in extreme cases, delisting.