Noted consultants, Charles River Associates, Inc., examine the fundamental economics of the magazine industry retail supply chain. Their three-part mission: to uncover the economics of each trading partner (publisher, wholesaler, national distributor and retailer); evaluate alternative roles and responsibilities; and, identify and highlight the kinds of structural changes that may lead to financial viability for the entire supply chain. The study was initiated by MPA with funding from all participants in the supply chain, including wholesalers, national distributors, printers and publishers.