In 1998, the Canadian Magazine Publisher's Association (CMPA) predicted the demise of many Canadian magazines because the World Trade Organization (WTO) made it legal for U.S.publishers to introduce product into the Canadian market, without incurring the start-up costs involved in launching a new magazine.By using split-run magazines (modifying the U.S.edition so they contain Canadian ads), U.S.magazine publishers could offer lower rates to advertiser and sell the magazines for less money than Canadian publishers could.According to the CMPA, the U.S.magazine publishers would be engaged in:

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The CMPA's concern was that U.S. magazine publishers, by using split-run editions to introduce their products into the Canadian market at lower prices, would be engaging in dumping. Dumping occurs when a company sells a product in a foreign market at a price lower than it charges in its home market or below the cost of production, potentially harming the domestic industry of the importing country.

In 1998, the Canadian Magazine Publisher's Association (CMPA) Predicted the Demise