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Article: Publishers' RDA payments rise sharply in eighties. (retail display allowance)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- October 1, 1986
CopyrightCOPYRIGHT 1986 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Publishers' RDA payments rise sharply in eighties
Retail display allowance (RDA) payments, which publishers pay retailers to obtain space on racks in retail stores, have doubled during the past five to seven years, and will reach an industry-wide total of $25 to $30 million in 1986, according to single-copy consultant David Miller, president of David Miller Associates.
A case in point is Los Angeles-based Petersen Publishing Co. In 1981, says Nigel Heaton, vice president of circulation, the company paid $1.5 million to retailers in RDA money. In 1986, he projects that this amount will be $3.2 million, more than twice as much. (See chart next page.)
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