Mercury Record Productions, Inc. v. Economic Consultants, Inc.

218 N.W.2d 705, 64 Wis. 2d 163, 183 U.S.P.Q. (BNA) 358, 1974 Wisc. LEXIS 1340
CourtWisconsin Supreme Court
DecidedJune 17, 1974
Docket606
StatusPublished
Cited by28 cases

This text of 218 N.W.2d 705 (Mercury Record Productions, Inc. v. Economic Consultants, Inc.) is published on Counsel Stack Legal Research, covering Wisconsin Supreme Court primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Mercury Record Productions, Inc. v. Economic Consultants, Inc., 218 N.W.2d 705, 64 Wis. 2d 163, 183 U.S.P.Q. (BNA) 358, 1974 Wisc. LEXIS 1340 (Wis. 1974).

Opinion

Heffernan, J.

Cause of action for unfair competition

In their complaint and amended complaint, plaintiffs base their action on common-law copyright, unfair competition, and unjust enrichment. On appeal, however, plaintiffs rely exclusively on unfair competition, with the exception of one paragraph in their original brief which discusses common-law copyright. We consider the other grounds abandoned.

Prior to International News Service v. Associated Press (1918), 248 U. S. 215, 39 Sup. Ct. 68, 63 L. Ed. 211 (hereinafter referred to as I. N. S.), the three elements of a cause of action for unfair competition were (1) appropriation of the plaintiff’s production, (2) competition between plaintiff and defendant, and (3) “passing off”— the latter referring to misrepresentation by the defendant that the plaintiff’s product was the defendant’s. Goldstein, Federal System Ordering of the Copyright Interest, 69 Columbia Law Rev. (1969), 49, 58.

I. N. S. eliminated “passing off” as a requirement and:

“. . . postulated a new concept of unfair competition in focusing upon the competitive relationship and stressing the reciprocal rights and duties that are peculiar to it and emanate from it.” 2 Callman, The Law of Unfair Competition, Trademarks and Monopolies! (3d ed. 1968), p. 509, sec. 60.3.

The majority in I. N. S. recognized two new causes of action differing from the “passing off” doctrine, “causes of action based upon the misappropriation and the exploitation of a competitor’s business values.” Callman, p. 509, sec. 60.3.

*174 The elements of the misappropriation cause of action developed in I. N. S. are: (1) time, labor, and money expended in the creation of the thing misappropriated; (2) competition; and (3) commercial damage to the plaintiff. Note, Goldstein v. California: A New Outlook For the Misappropriation Doctrine, 8 Univ. of San Francisco Law Rev. (1973), 199, 201 and Comment, Performers’ Rights and Copyright: The Protection of Sound, Recordings from Modern Pirates, 59 Cal. Law Rev. (1971), 548, 552.

In /. N. S., the Associated Press sought an injunction against its news gathering competitor, the International News Service, to restrain I. N. S. from appropriating news from the early editions of A. P. papers and disseminating that news as I. N. S.’ to I. N. S.’ subscribing papers. The United States Supreme Court affirmed the Court of Appeals’ injunction against I. N. S. The court said:

“In doing this \i.e., transmitting the news from A. P. papers for commercial use, in competition with A. P.] defendant [I. N. S.], by its very act, admits that it is taking material that has been acquired by complainant [A. P.] as the result of organization and the expenditure of labor, skill, and money, and which is salable by complainant for money, and that defendant in appropriating it and selling it as its own is endeavoring to reap where it has not sown, and by disposing of it to newspapers that are competitors of complainant’s members is appropriating to itself the harvest of those who have sown. Stripped of all disguises, the process amounts to an unauthorized interference with the normal operation of complainant’s legitimate business precisely at the point where the profit is to be reaped, in order to divert a material portion of the profit from those who have earned it to those who have not; with special advantage to defendant in the competition because of the fact that it is not burdened with any part of the expense of gathering the news. The transaction speaks for itself, and a court of equity ought not to hesitate long in characterizing it as unfair competition in business.
*175 “The underlying principle is much the same as that which lies at the base of the equitable theory of consideration in the law of trusts — that he who has fairly paid the price should have the beneficial use of the property.” (Pp. 239,240)

Thus, the essence of the cause of action in misappropriation is the defendant’s use of the plaintiff’s product, into which the plaintiff has put time, skill, and money; and the defendant’s use of the plaintiff’s product or a copy of it in competition with the plaintiff and gaining an advantage in that competition because the plaintiff, and not the defendant, has expended the energy to produce it. The wrong is not in the copying, but in the appropriation, of the plaintiff’s time, effort, and money.

Eelying on I. N. S., appellate courts in five jurisdictions have enjoined the actions of record pirates: Capitol Records, Inc. v. Erickson (1969), 2 Cal. App. 3d 526, 532, 82 Cal. Rptr. 798, certiorari denied (1970), 398 U. S. 960, 90 Sup. Ct. 2176, 26 L. Ed. 2d 545; Capitol Records v. Spies (1970), 130 Ill. App. 2d 429, 432, 264 N. E. 2d 874; National Broadcasting Co., Inc. v. Nance (Mo. Ct. of App. 1974), 506 S. W. 2d 483, 484, 485; Liberty/UA, Inc. v. Eastern Tape Corp. (1971), 11 N. C. App. 20, 22, 180 S. E. 2d 414, certiorari denied (1971), 278 N. C. 702, 181 S. E. 2d 600; and Columbia Broadcasting System, Inc. v. Custom Recording Co., Inc. (1972), 258 S. C. 465, 478, 189 S. E. 2d 305, certiorari denied (1972), 409 U. S. 1007, 93 Sup. Ct. 437, 34 L. Ed. 2d 300.

New York has also enjoined record piracy on the basis of I. N. S. See, Capitol Records, Inc. v. Greatest Records, Inc. (Sup. Ct. 1964), 43 Misc. 2d 878, 252 N. Y. Supp. 2d 553, relying on Metropolitan Opera Asso., Inc. v. Wagner-Nichols Recorder Corp. (Sup. Ct. 1950), 199 Misc. 786, 101 N. Y. Supp. 2d 483, affirmed (1951), 279 App. Div. 632, 107 N. Y. Supp. 2d 795, relying on I. N. S.

In Erickson and Eastern Tape, the California and North Carolina courts affirmed the lower courts’ injunc *176 tions, whereas in Spies, Nance, and Custom Recording, the Illinois, Missouri, and South Carolina courts reversed the lower court rulings and ordered the granting of injunctions. In each of the five cases, the courts relied on common-law unfair competition to order the injunctions, there being no statutes on which to rely.

The unfair competition-misappropriation theory applied in I. N. S. and the other jurisdictions comports with the theory applied by this court in J. I. Case Plow Works v. J. I. Case Threshing Machine Co. (1916), 162 Wis. 185, 201, 155 N. W. 128, where, in the action for alleged unfair competition in trade, the court said:

“The legal principles which are controlling here are simply the principles of old-fashioned honesty. One man may not reap where another has sown nor gather where another has strewn.”

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218 N.W.2d 705, 64 Wis. 2d 163, 183 U.S.P.Q. (BNA) 358, 1974 Wisc. LEXIS 1340, Counsel Stack Legal Research, https://law.counselstack.com/opinion/mercury-record-productions-inc-v-economic-consultants-inc-wis-1974.