Standard Rate and Data Service (SRDS) is a widely used ADVERTISING-rate information source in the United States. Established in 1921, SRDS, maintains information about advertising rates, circulation, and personnel contacts for more than 80,000 magazines, newspapers, television, radio, and electronic advertising alternatives. SRDS continually updates what are known as “rate cards,” the published prices for advertising in various U.S. media. Traditionally major U.S. companies paid MADISON AVENUE advertising agencies to create and manage their advertising efforts. Agencies would place advertisements in appropriate media, billing customers based on the rate card and receiving a standard commission (usually 15 percent) from the magazine, newspaper, or other media channel. During the 1980s, COMPETITION in the industry removed fixed-price and fixed-commission standards. SRDS-published advertising rates became the starting point for negotiating price, and 15 percent commissions also became negotiable. In addition, some major companies began developing in-house advertising departments, bypassing ad agencies to create and directly place their own advertising messages. Nevertheless, SRDS remains a major source of information for marketers in the United States.