Can Schiffer's Minimum Advertised Pricing Solve Publishers', Authors' and Retailers' Woes?
In my “prior life” I owned a few bicycle stores, and there’s a company called Mavic that has a similar policy, and it was something that really helped me see the integrity of their product. And it helped me know that they were behind me. That is a very comforting thing, and it helped me sell much more of their bicycle wheels. Many other industries have this MAP pricing policy, where you can’t advertise it below a certain price, but when you get into the store or when you’re sitting down across the table from somebody, you can then decide what that final price is. And it allows that individual or that company who is selling it to determine what their margin is going to be. And we think it’s an important thing to let the customer decide what that is, and to have an equal competitive advantage with anybody else.