FOLLOWING THE MAP

Margins between costs and minimum advertised prices are increasing, said retailers participating in SN's video roundtable. The MAP is set by the studios, and if retailers advertise a title below the MAP, they cannot receive co-op reimbursement. But retailers have been complaining about these slim margins for several years."It's maybe a little better, but if we are going to get some profit from sell-through,

Margins between costs and minimum advertised prices are increasing, said retailers participating in SN's video roundtable. The MAP is set by the studios, and if retailers advertise a title below the MAP, they cannot receive co-op reimbursement. But retailers have been complaining about these slim margins for several years.

"It's maybe a little better, but if we are going to get some profit from sell-through, that's where it needs to come from," said Matt Dillon, video director for Boo

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