THE UPC CONTROVERSY

NEW YORK -- The magazine industry is grappling with two major challenges: the need to tighten reins on distribution costs and to give retailers data they can use to truly manage the periodicals category.To those ends, the Magazine Publishers of America here coordinated a major study whose findings indicate tremendous potential gains and a widespread industry willingness to change for the better.Near-term,

NEW YORK -- The magazine industry is grappling with two major challenges: the need to tighten reins on distribution costs and to give retailers data they can use to truly manage the periodicals category.

To those ends, the Magazine Publishers of America here coordinated a major study whose findings indicate tremendous potential gains and a widespread industry willingness to change for the better.

Near-term, actions taken over the next five years could produce $420 million in s

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