Opinion ID: 327946
Heading Depth: 2
Heading Rank: 1

Heading: Description of the Business

Text: 17 Both parties support the district court's description of their business in the opinion below. 374 F.Supp. at 797-798. Briefly, the description is as follows: 18 The plaintiff and the defendant are both engaged in the business of representing college newspapers for the placement of national advertising. So far as the evidence indicates, the parties are, in effect, the only serious contenders in this field. The operation of this business can best be viewed as comprised of two aspects. 19 At the first stage, the company seeking to establish itself in the business solicits college newspapers to receive authorization to represent them to national advertisers. Because of a lack of staff, financial and other resources with which to solicit national advertisers on their own, most college newspapers which run national advertisements accept the services of a representative. 20 Upon acceptance by a newspaper, the second aspect of the representative's operation comes into play the representative becomes an advertising space salesman for the college papers.    (T)he representative solicits national advertisers, either directly or through their agencies, in an attempt to sell them on the college newspaper medium, or, at least the papers it represents, as a viable mode of publicizing their products or services. 374 F.Supp. at 797. 21 Eventually, the advertiser receives one bill from the representative covering the total amount due the various college newspapers with which its advertising has been placed.