But each title on our list is unusual and quite special so we know that for
each there will be a small, reliable and changing market out there that is
going to regard it as important and want to buy it. BUT: since no single
title is going to be any kind of a best seller, capable of financing the whole
operation, each has to pay its own way --which means costs of mastering,
duplication, packaging, storage, front office, etc. We charge accordingly and
we put a notice at the start of each tape that it is only for personal use or
classroom use and is not to be duplicated. When we are asked if it can be
used in other ways, such as one-time campus-wide television, we sometimes say
yes and we ask for an additional fee.
We are distributing to a slowly self-replenishing market of people who want to
see these programs. We couldn't stay in business if our titles were
duplicated, bicycled around, shown publically and then copied off air, etc. to
satisfy that market. Maybe a big company could shrug off losing some sales
and then flog the next best-seller, but not a small company.
Stephan Chodorov, Vice Pres.
Creative Arts Television