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Article: The RDA solution: let's spend less time wrangling about the RDA and more time evaluating the unique advantages of the pass-through discount. (Retail Display Agreement) (column)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- July 1, 1990
- Author:
CopyrightCOPYRIGHT 1990 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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RDA is the program we all love to hate.
The Retail Display Agreement was conceived as the result of a Federal Trade Commission consent decree in the early 1960s-and it's about as relevant today as the punch card data processing systems that were the state of the art then. Yet it persists.
Like many anachronistic programs in our business, it persists through "creative inertia." That is, we can think of more reasons why not to change RDA than reasons why we should try something else, or anything else. I believe that the debate about RDA is framed incorrectly.
* We discuss the financial implications of RDA as if there were no other relevant ...