SB1,1080,20
10(2) Lease or rental. (a) Except as provided in pars. (b) and (c), with regard
11to the first or only payment on the lease or rental, the lease or rental of tangible
12personal property or items or property under s. 77.52 (1) (b) or (c) occurs at the
13location determined under sub. (1) (b). If the property or item is moved from the place
14where the property or item was initially delivered, the subsequent periodic payments
15on the lease or rental occur at the property's or item's primary location as indicated
16by an address for the property or item that is provided by the lessee and that is
17available to the lessor in records that the lessor maintains in the ordinary course of
18the lessor's business, if the use of such an address does not constitute bad faith. The
19location of a lease or rental as determined under this paragraph shall not be altered
20by any intermittent use of the property or item at different locations.
SB1,1081,421
(b) The lease or rental of motor vehicles, trailers, semitrailers, and aircraft,
22that are not transportation equipment, occurs at the primary location of such motor
23vehicles, trailers, semitrailers, or aircraft as indicated by an address for the property
24that is provided by the lessee and that is available to the lessor in records that the
25lessor maintains in the ordinary course of the lessor's business, if the use of such an
1address does not constitute bad faith, except that a lease or rental under this
2paragraph that requires only one payment occurs at the location determined under
3sub. (1) (b). The location of a lease or rental as determined under this paragraph shall
4not be altered by any intermittent use of the property at different locations.
SB1,1081,65
(c) The lease or rental of transportation equipment occurs at the location
6determined under sub. (1) (b).
SB1,1081,97
(d) A license of tangible personal property or items or property under s. 77.52
8(1) (b) or (c) shall be treated as a lease or rental of tangible personal property under
9this subsection.
SB1,1081,10
10(3) Telecommunications. (a) In this subsection:
SB1,1081,1311
1. "Air-to-ground radiotelephone service" means a radio service in which
12common carriers are authorized to offer and provide radio telecommunications
13service for hire to subscribers in aircraft.
SB1,1081,1514
2. "Call-by-call basis" means any method of charging for telecommunications
15services by which the price of such services is measured by individual calls.
SB1,1081,1816
3. "Communications channel" means a physical or virtual path of
17communications over which signals are transmitted between or among customer
18channel termination points.
SB1,1081,2519
4. "Customer" means a person who enters into a contract with a seller of
20telecommunications services or, in any transaction for which the end user is not the
21person who entered into a contract with the seller of telecommunications services,
22the end user of the telecommunications services. "Customer" does not include a
23person who resells telecommunications services or, for mobile telecommunications
24services, a serving carrier under an agreement to serve a customer outside the home
25service provider's licensed service area.
SB1,1082,2
15. "Customer channel termination point" means the location where a customer
2inputs or receives communications.
SB1,1082,33
6. "End user" means an individual who uses a telecommunications service.
SB1,1082,54
7. "Home service provider" means a home service provider under section 124
5(5) of P.L.
106-252.
SB1,1082,76
8. "Mobile telecommunications service" means a mobile telecommunications
7service under
4 USC 116 to
126, as amended by P.L.
106-252.
SB1,1082,98
9. "Place of primary use" means place of primary use, as determined under
4
9USC 116 to
126, as amended by P.L.
106-252.
SB1,1082,1710
10. "Postpaid calling service" means a telecommunications service that is
11obtained by paying for it on a call-by-call basis using a bankcard, travel card, credit
12card, debit card, or similar method, or by charging it to a telephone number that is
13not associated with the location where the telecommunications service originates or
14terminates. "Postpaid calling service" includes a telecommunications service, not
15including a prepaid wireless calling service, that would otherwise be a prepaid
16calling service except that the service provided to the customer is not exclusively a
17telecommunications service.
SB1,1082,1918
14. "Radio service" means a communication service provided by the use of radio,
19including radiotelephone, radiotelegraph, paging, and facsimile service.
SB1,1082,2120
15. "Radiotelegraph service" means transmitting messages from one place to
21another by means of radio.
SB1,1082,2322
16. "Radiotelephone service" means transmitting sound from one place to
23another by means of radio.
SB1,1083,424
(b) Except as provided in pars. (d) to (j), the sale of a telecommunications service
25that is sold on a call-by-call basis occurs in the taxing jurisdiction for sales and use
1tax purposes where the call originates and terminates, in the case of a call that
2originates and terminates in the same such jurisdiction, or the taxing jurisdiction for
3sales and use tax purposes where the call originates or terminates and where the
4service address is located.
SB1,1083,75
(c) Except as provided in pars. (d) to (j), the sale of a telecommunications service
6that is sold on a basis other than a call-by-call basis occurs at the customer's place
7of primary use.
SB1,1083,108
(d) The sale of a mobile telecommunications service, except an air-to-ground
9radiotelephone service and a prepaid calling service, occurs at the customer's place
10of primary use.
SB1,1083,1511
(e) The sale of a postpaid calling service occurs at the location where the signal
12of the telecommunications service originates, as first identified by the seller's
13telecommunications system or, if the signal is not transmitted by the seller's
14telecommunications system, by information that the seller received from the seller's
15service provider.
SB1,1083,2116
(f) The sale of a prepaid calling service or a prepaid wireless calling service
17occurs at the location determined under sub. (1) (b), except that, if the service is a
18prepaid wireless calling service and the location cannot be determined under sub. (1)
19(b) 1. to 4., the prepaid wireless calling service occurs at the location determined
20under sub. (1) (b) 5. c. or at the location associated with the mobile telephone number,
21as determined by the seller.
SB1,1083,2422
(g) 1. The sale of a private communication service for a separate charge related
23to a customer channel termination point occurs at the location of the customer
24channel termination point.
SB1,1084,4
12. The sale of a private communication service in which all customer channel
2termination points are located entirely in one taxing jurisdiction for sales and use
3tax purposes occurs in the taxing jurisdiction in which the customer channel
4termination points are located.
SB1,1084,85
3. If the segments are charged separately, the sale of a private communication
6service that represents segments of a communications channel between 2 customer
7channel termination points that are located in different taxing jurisdictions for sales
8and use tax purposes occurs in an equal percentage in both such jurisdictions.
SB1,1084,159
4. If the segments are not charged separately, the sale of a private
10communication service for segments of a communications channel that is located in
11more than one taxing jurisdiction for sales and use tax purposes occurs in each such
12jurisdiction in a percentage determined by dividing the number of customer channel
13termination points in that jurisdiction by the number of customer channel
14termination points in all jurisdictions where segments of the communications
15channel are located.
SB1,1084,1716
(h) The sale of an Internet access service occurs at the customer's place of
17primary use.
SB1,1084,1818
(i) The sale of ancillary services occurs at the customer's place of primary use.
SB1,1084,2219
(j) If the location of the customer's service address, channel termination point,
20or place of primary use is not known, the location where the seller receives or hands
21off the signal shall be considered, for purposes of this section, the customer's service
22address, channel termination point, or place of primary use.
SB1,1085,2
23(4) Florists. (a) For purposes of this subsection, "retail florist" means a person
24engaged in the business of selling cut flowers, floral arrangements, and potted plants
25and who prepares such flowers, floral arrangements, and potted plants. "Retail
1florist" does not include a person who sells cut flowers, floral arrangements, and
2potted plants primarily by mail or via the Internet.
SB1,1085,43
(b) Sales by a retail florist occur at the location determined by rule by the
4department.
SB1, s. 2320
5Section
2320. 77.523 (title) of the statutes is repealed.
SB1, s. 2321
6Section
2321. 77.523 of the statutes is renumbered 77.59 (9p) (a) and amended
7to read:
SB1,1086,48
77.59
(9p) (a) If a customer purchases a service that is subject to
4 USC 116 9to
126, as amended by P.L.
106-252, and if the customer believes that the amount
10of the tax assessed for the service under this subchapter or the place of primary use
11or taxing jurisdiction assigned to the service is erroneous, the customer may request
12that the service provider correct the alleged error by sending a written notice to the
13service provider. The notice shall include a description of the alleged error, the street
14address for the customer's place of primary use of the service, the account name and
15number of the service for which the customer seeks a correction, and any other
16information that the service provider reasonably requires to process the request.
17Within 60 days from the date that a service provider receives a request under this
18section paragraph, the service provider shall review its records to determine the
19customer's taxing jurisdiction. If the review indicates that there is no error as
20alleged, the service provider shall explain the findings of the review in writing to the
21customer. If the review indicates that there is an error as alleged, the service
22provider shall correct the error and shall refund or credit the amount of any tax
23collected erroneously, along with the related interest, as a result of the error from the
24customer in the previous 48 months, consistent with s. 77.59 (4). A customer may
25take no other action
against the service provider, or commence any action, to correct
1an alleged error in the amount of the tax assessed under this subchapter on a service
2that is subject to
4 USC 116 to
126, as amended by P.L.
106-252, or to correct an
3alleged error in the assigned place of primary use or taxing jurisdiction, unless the
4customer has exhausted his or her remedies under this
section paragraph.
SB1, s. 2322
5Section
2322. 77.524 (1) (a) of the statutes is renumbered 77.524 (1) (am).
SB1, s. 2323
6Section
2323. 77.524 (1) (ag) of the statutes is created to read:
SB1,1086,97
77.524
(1) (ag) "Agent" means a person appointed by a seller to represent the
8seller before the states that are signatories to the agreement, as defined in s. 77.65
9(2) (a).
SB1, s. 2324
10Section
2324. 77.524 (1) (b) of the statutes is renumbered 77.51 (1g) and
11amended to read:
SB1,1086,1612
77.51
(1g) "Certified service provider" means an agent that is certified jointly
13by the states that are signatories to the agreement, as defined in s. 77.65 (2) (a), and
14that performs all of a seller's sales tax and use tax functions related to the seller's
15retail sales
, except that a certified service provider is not responsible for a retailer's
16obligation to remit tax on the retailer's own purchases.
SB1, s. 2325
17Section
2325. 77.525 of the statutes is amended to read:
SB1,1086,25
1877.525 Reduction to prevent double taxation. Any person who is subject
19to the tax under s. 77.52 (2) (a) 5.
a. on telecommunications services that terminate
20in this state and who has paid a similar tax on the same services to another state may
21reduce the amount of the tax remitted to this state by an amount equal to the similar
22tax properly paid to another state on those services or by the amount due this state
23on those services, whichever is less. That person shall refund proportionally to the
24persons to whom the tax under s. 77.52 (2) (a) 5.
a. was passed on an amount equal
25to the amounts not remitted.
SB1, s. 2326
1Section
2326. 77.53 (1) of the statutes is amended to read:
SB1,1087,112
77.53
(1) Except as provided in sub. (1m), an excise tax is levied and imposed
3on the use or consumption in this state of taxable services under s. 77.52 purchased
4from any retailer, at the rate of 5% of the
sales
purchase price of those services; on
5the storage, use
, or other consumption in this state of tangible personal property
and
6items or property under s. 77.52 (1) (b) or (c) purchased from any retailer, at the rate
7of 5% of the
sales purchase price of
that the property
or items; and on the storage,
8use or other consumption of tangible personal property
, or items or property under
9s. 77.52 (1) (b) or (c), manufactured, processed or otherwise altered, in or outside this
10state, by the person who stores, uses or consumes it, from material purchased from
11any retailer, at the rate of 5% of the
sales purchase price of that material.
SB1, s. 2326d
12Section 2326d. 77.53 (1b) of the statutes is created to read:
SB1,1087,1613
77.53
(1b) The storage, use, or other consumption in this state of tangible
14personal property, and the use or other consumption in this state of a taxable service,
15purchased from any retailer is subject to the tax imposed in this section unless an
16exemption in this subchapter applies.
SB1, s. 2326e
17Section 2326e. 77.53 (1b) of the statutes, as created by 2007 Wisconsin Act ....
18(this act), is repealed and recreated to read:
SB1,1087,2219
77.53
(1b) The storage, use, or other consumption in this state of tangible
20personal property or items or property under s. 77.52 (1) (b) or (c) and the use or other
21consumption in this state of a taxable service, purchased from any retailer is subject
22to the tax imposed in this section unless an exemption in this subchapter applies.
SB1, s. 2327
23Section
2327. 77.53 (2) of the statutes is amended to read:
SB1,1088,824
77.53
(2) Every person storing, using
, or otherwise consuming in this state
25tangible personal property
, items or property under s. 77.52 (1) (b) or (c), or taxable
1services purchased from a retailer is liable for the tax imposed by this section. The
2person's liability is not extinguished until the tax has been paid to this state, but a
3receipt with the tax separately stated from a retailer engaged in business in this
4state or from a retailer who is authorized by the department, under such rules as it
5prescribes, to collect the tax and who is regarded as a retailer engaged in business
6in this state for purposes of the tax imposed by this section given to the purchaser
7under sub. (3) relieves the purchaser from further liability for the tax to which the
8receipt refers.
SB1, s. 2328
9Section
2328. 77.53 (3) of the statutes is amended to read:
SB1,1088,1810
77.53
(3) Every retailer engaged in business in this state and making sales of
11tangible personal property
, items or property under s. 77.52 (1) (b) or (c), or taxable
12services
for delivery into this state or with knowledge directly or indirectly that the
13property or service is intended for storage, use or other consumption in that are
14sourced to this state
under s. 77.522, shall, at the time of making the sales
or, if the
15storage, use or other consumption of the tangible personal property or taxable service
16is not then taxable under this section, at the time the storage, use or other
17consumption becomes taxable, collect the tax from the purchaser and give to the
18purchaser a receipt in the manner and form prescribed by the department.
SB1, s. 2329
19Section
2329. 77.53 (4) of the statutes is repealed.
SB1, s. 2330
20Section
2330. 77.53 (9) of the statutes is amended to read:
SB1,1089,521
77.53
(9) Every retailer selling tangible personal property
, items or property
22under s. 77.52 (1) (b) or (c), or taxable services for storage, use or other consumption
23in this state shall register with the department and obtain a certificate under s. 73.03
24(50) and give the name and address of all agents operating in this state, the location
25of all distribution or sales houses or offices or other places of business in this state,
1the standard industrial code classification of each place of business in this state and
2the other information that the department requires.
Any person who may register
3under this subsection may designate an agent, as defined in s. 77.524 (1) (ag), to
4register with the department under this subsection, in the manner prescribed by the
5department.
SB1, s. 2331
6Section
2331. 77.53 (9m) of the statutes is renumbered 77.53 (9m) (a) and
7amended to read:
SB1,1089,158
77.53
(9m) (a) Any person who is not otherwise required to collect any tax
9imposed by this subchapter and who makes sales to persons within this state of
10tangible personal property
, items or property under s. 77.52 (1) (b) or (c), or taxable
11services the use of which is subject to tax under this subchapter may register with
12the department under the terms and conditions that the department imposes and
13shall obtain a valid certificate under s. 73.03 (50) and thereby be authorized and
14required to collect, report
, and remit to the department the use tax imposed by this
15subchapter.
SB1, s. 2332
16Section
2332. 77.53 (9m) (b) of the statutes is created to read:
SB1,1089,1917
77.53
(9m) (b) Any person who may register under par. (a) may designate an
18agent, as defined in s. 77.524 (1) (ag), to register with the department under par. (a),
19in the manner prescribed by the department.
SB1, s. 2333
20Section
2333. 77.53 (9m) (c) of the statutes is created to read:
SB1,1089,2321
77.53
(9m) (c) The registration under par. (a) by a person who is not otherwise
22required to collect any tax imposed by this subchapter shall not be used as a factor
23in determining whether the seller has nexus with this state for any tax at any time.
SB1, s. 2334
24Section
2334. 77.53 (10) of the statutes is amended to read:
SB1,1090,19
177.53
(10) For the purpose of the proper administration of this section and to
2prevent evasion of the use tax and the duty to collect the use tax, it is presumed that
3tangible personal property
, items or property under s. 77.52 (1) (b) or (c), or taxable
4services sold by any person for delivery in this state is sold for storage, use, or other
5consumption in this state until the contrary is established. The burden of proving
6the contrary is upon the person who makes the sale unless that person takes from
7the purchaser
a an electronic or paper certificate
, in a manner prescribed by
8department, to the effect that the property
, items or property under s. 77.52 (1) (b)
9or (c), or taxable service is purchased for resale, or otherwise exempt from the tax
;, 10except that no certificate is required for
sales of cattle, sheep, goats, and pigs that are
11sold at an animal market, as defined in s. 95.68 (1) (ag), and no certificate is required
12for sales of commodities, as defined in 7 USC 2, that are consigned for sale in a
13warehouse in or from which the commodity is deliverable on a contract for future
14delivery subject to the rules of a commodity market regulated by the U.S. commodity
15futures trading commission if upon the sale the commodity is not removed from the
16warehouse the sale of tangible personal property, items and property under s. 77.52
17(1) (b) and (c), and services that are exempt under s. 77.54 (7), (7m), (8), (10), (11), (14),
18(15), (17), (20n), (21), (22b), (30), (31), (32), (35), (36), (37), (42), (44), (45), (46), (51),
19and (52), except as provided in s. 77.54 (30) (e) and (f).
SB1, s. 2335
20Section
2335. 77.53 (11) of the statutes is renumbered 77.53 (11) (a) and
21amended to read:
SB1,1091,2122
77.53
(11) (a) The certificate
referred to in under sub. (10) relieves the person
23selling the property
, items or property under s. 77.52 (1) (b) or (c), or service
from the
24burden of proof of the tax otherwise applicable only if
taken in good faith the seller
25obtains a fully completed exemption certificate, or the information required to prove
1the exemption, from
a person who is engaged as a seller of tangible personal
2property or taxable services and who holds the permit provided for by s. 77.52 (9) and
3who, at the time of purchasing the purchaser no later than 90 days after the date of
4the sale of the tangible personal property
, items or property under s. 77.52 (1) (b) or
5(c), or taxable service
, intends to sell it in the regular course of operations or is unable
6to ascertain at the time of purchase whether the property or service will be sold or
7will be used for some other purpose, or if taken in good faith from a person claiming
8exemption, except as provided in par. (b). The certificate under sub. (10) shall not
9relieve the seller of the tax otherwise applicable if the seller fraudulently fails to
10collect sales tax or solicits the purchaser to claim an unlawful exemption, accepts an
11exemption certificate from a purchaser who claims to be an entity that is not subject
12to the taxes imposed under this subchapter, if the subject of the transaction sought
13to be covered by the exemption certificate is received by the purchaser at a location
14operated by the seller in this state and the exemption certificate clearly and
15affirmatively indicates that the claimed exemption is not available in this state. The
16certificate shall
be signed by and bear the name and address of provide information
17that identifies the purchaser and shall indicate
the number of the permit issued to
18the purchaser, the general character of tangible personal property or taxable service
19sold by the purchaser and the basis for the claimed exemption
and a paper certificate
20shall be signed by the purchaser. The certificate shall be substantially in the form
21that the department prescribes
by rule.
SB1, s. 2336
22Section
2336. 77.53 (11) (b) of the statutes is created to read:
SB1,1092,323
77.53
(11) (b) If the seller has not obtained a fully completed exemption
24certificate or the information required to prove the exemption, as provided in par. (a),
25the seller may, no later than 120 days after the department requests that the seller
1substantiate the exemption, either provide proof of the exemption to the department
2by other means or obtain, in good faith, a fully completed exemption certificate from
3the purchaser.
SB1, s. 2337
4Section
2337. 77.53 (12) of the statutes is amended to read:
SB1,1092,95
77.53
(12) If a purchaser who gives a certificate makes any storage or use of
6the property
, items or property under s. 77.52 (1) (b) or (c), or service other than
7retention, demonstration
, or display while holding it for sale in the regular course
8of operations as a seller, the storage or use is taxable as of the time the property
, items
9or property under s. 77.52 (1) (b) or (c), or service is first so stored or used.
SB1, s. 2338
10Section
2338. 77.53 (14) of the statutes is amended to read:
SB1,1092,1311
77.53
(14) It is presumed that tangible personal property
, items or property
12under s. 77.52 (1) (b) or (c), or taxable services shipped or brought to this state by the
13purchaser were purchased from or serviced by a retailer.
SB1, s. 2339
14Section
2339. 77.53 (15) of the statutes is amended to read:
SB1,1092,2415
77.53
(15) It is presumed that tangible personal property
, items or property
16under s. 77.52 (1) (b) or (c), or taxable services delivered outside this state to
a
17purchaser known by the retailer to be a resident of this state
were was purchased
18from a retailer for storage, use
, or other consumption in this state and stored, used
, 19or otherwise consumed in this state.
This presumption may be controverted by a
20written statement, signed by the purchaser or an authorized representative, and
21retained by the seller that the property or service was purchased for use at a
22designated point outside this state. This presumption may
also be controverted by
23other evidence satisfactory to the department that the property
, item, or service was
24not purchased for storage, use
, or other consumption in this state.
SB1, s. 2340
25Section
2340
. 77.53 (16) of the statutes is amended to read:
SB1,1093,14
177.53
(16) If the purchase, rental or lease of tangible personal property
, items
2or property under s. 77.52 (1) (b) or (c), or service subject to the tax imposed by this
3section was subject to a sales tax by another state in which the purchase was made,
4the amount of sales tax paid the other state shall be applied as a credit against and
5deducted from the tax, to the extent thereof, imposed by this section
, except no credit
6may be applied against and deducted from a sales tax paid on the purchase of direct
7mail, if the direct mail purchaser did not provide to the seller a direct pay permit, a
8direct mail form, or other information that indicates the appropriate taxing
9jurisdiction to which the direct mail is delivered to the ultimate recipients. In this
10subsection "sales tax" includes a use or excise tax imposed on the use of tangible
11personal property
, items or property under s. 77.52 (1) (b) or (c), or taxable service
12by the state in which the sale occurred and "state" includes the District of Columbia
13but does not include and the commonwealth of Puerto Rico
or but does not include 14the several territories organized by congress.
SB1, s. 2341
15Section
2341. 77.53 (17) of the statutes is amended to read:
SB1,1093,2416
77.53
(17) This section does not apply to tangible personal property
or items
17or property under s. 77.52 (1) (b) or (c) purchased outside this state,
as determined
18under s. 77.522, other than motor vehicles, boats, snowmobiles, mobile homes not
19exceeding 45 feet in length, trailers, semitrailers, all-terrain vehicles and airplanes
20registered or titled or required to be registered or titled in this state, which is brought
21into this state by a nondomiciliary for the person's own storage, use or other
22consumption while temporarily within this state when such property
or item is not
23stored, used or otherwise consumed in this state in the conduct of a trade, occupation,
24business or profession or in the performance of personal services for wages or fees.
SB1, s. 2342
25Section
2342. 77.53 (17m) of the statutes is amended to read:
SB1,1094,5
177.53
(17m) This section does not apply to a boat purchased in a state
2contiguous to this state
, as determined under s. 77.522, by a person domiciled in that
3state if the boat is berthed in this state's boundary waters adjacent to the state of the
4domicile of the purchaser and if the transaction was an exempt occasional sale under
5the laws of the state in which the purchase was made.
SB1, s. 2343
6Section
2343. 77.53 (17r) (a) of the statutes is amended to read:
SB1,1094,77
77.53
(17r) (a) It is purchased in another state
, as determined under s. 77.522.
SB1, s. 2344
8Section
2344. 77.53 (18) of the statutes is amended to read:
SB1,1094,159
77.53
(18) This section does not apply to the storage, use or other consumption
10in this state of household goods
or items or property under s. 77.52 (1) (b) or (c) for
11personal use or to aircraft, motor vehicles, boats, snowmobiles, mobile homes,
12trailers, semitrailers and all-terrain vehicles, for personal use, purchased by a
13nondomiciliary of this state outside this state
, as determined under s. 77.522, 90 days
14or more before bringing the goods
, items, or property into this state in connection
15with a change of domicile to this state.
SB1, s. 2345
16Section
2345. 77.54 (1) of the statutes is amended to read:
SB1,1094,2217
77.54
(1) The
gross receipts sales price from the sale of and the storage, use or
18other consumption in this state of tangible personal property
, items and property
19under s. 77.52 (1) (b) and (c) and services the
gross receipts sales price from the sale
20of which, or the storage, use or other consumption of which, this state is prohibited
21from taxing under the constitution or laws of the United States or under the
22constitution of this state.
SB1, s. 2346
23Section
2346. 77.54 (2) of the statutes is amended to read:
SB1,1095,324
77.54
(2) The
gross receipts sales price from sales of and the storage, use or
25other consumption of tangible personal property becoming an ingredient or
1component part of an article of tangible personal property or which is consumed or
2destroyed or loses its identity in the manufacture of tangible personal property in
3any form destined for sale, except as provided in sub. (30) (a) 6.
SB1, s. 2347
4Section
2347. 77.54 (2m) of the statutes is amended to read:
SB1,1095,135
77.54
(2m) The
gross receipts sales price from the sales of and the storage, use
6or other consumption of tangible personal property or services that become an
7ingredient or component of shoppers guides, newspapers or periodicals or that are
8consumed or lose their identity in the manufacture of shoppers guides, newspapers
9or periodicals, whether or not the shoppers guides, newspapers or periodicals are
10transferred without charge to the recipient. In this subsection, "shoppers guides",
11"newspapers" and "periodicals" have the meanings under sub. (15). The exemption
12under this subdivision does not apply to advertising supplements that are not
13newspapers.