I've been in discussions with a company about distributing energy drinks. Ignoring the issues about 200 energy drinks on the market, etc., etc., I have a specific question about advertising. The company seems like they want the distributor to foot the bill for advertising. Is this normal in this market? As the distributor, I'm making less money per case than either the manufacturer or the retailer. How is this supposed to work? Obviously some advertising is my responsibility, but if I start getting into print ads and radio ads, that gets expensive very quickly.