The scheduled circulation date for a publication, usually a series issue of a periodical, intended to reach subscribers and newsstands before the cover date. Dating a publication is important for both advertisers and readers, since surveys show that undated ads are not trusted, and undated copy is presumed to be worthless and is discarded unread. Some publishers use a projected publication date on the cover of their periodicals to prevent distributors from removing "outdated" material from the newsstand before it has a chance to sell; but this false date then becomes the new standard interval, so there is no lasting advantage. See deadline, dateline, expiration date, morgue day.