The MaxPoints Bonus: Maxell XLII have long been the recommended brand and tape, primarily because Maxell used to offer a rebate program that gave you, for instance, a blank 90 minute XLII tape for every 150 "Max points" (and you got 25 points in each tape, making it a "buy 6 get one free").

No More MaxPoints: By the end of 1997, some shipments of tapes no longer included the max points stickers, though some (presumably older stock) still do. As Jon <kingfish@voicenet.com> reported, "Maxell issued an official statement saying that the points program is over. Why are the points still on the labels? Nobody knows, but Maxell says they aren't anything but a proof-of-purchase now." Here's what their web page said:

The Max Awards Program officially concluded on December 31, 1995. Over two million Maxell consumers participated in the program and were fulfilled satisfactorily. Although Maxell's current audio and video cassettes contain Max Points, the points do not hold any value, and should be considered only as a form of "proof of purchase". Given that the Max Awards Program ended as of December 31, 1995, we are unable to accept any further requests for fulfillment.

Concerns about Maxell:

• Why labor brand loyalty throughout a community if the main perceived benefit of that loyalty -- the MaxPoints -- have ceased?
• Bill <bedorthab@aol.com> posted (1/9/98) that Maxell tapes are now manufactured in Mexico rather than Japan, and that they are produced with a less-sturdy cassette shell with a small gap on the top.
• In summer 1998 Maxell announced eliminating the 100 minute XL-II tapes, which they presented as upgrading to a 110 minute tape, despite concerns that longer tapes are thinner, easily stretched, lose moisture, break more easily, and preserve sound less well. (See also, the alt.music.bootleg FAQ; note section 4-04.)

The Peoples' Challenge: There have been a few petition efforts to drive Maxell to reinstate the MaxPoints program. Andrew Harrison <harrison@frontiernet.net> ran the most recent one, started 2/3/97.

The TDK Challenge: Since Maxell bagged their program and don't seem inclined to start it again, there's a movement afoot to get people to recognize the quality of TDK tapes. To help push that realization, TDK offered a 10 pack of 100 minute tapes in exchange for 1000 "Max points" (or a "buy 40 Maxells, get 10 TDKs free"). TDK's offer did, however, require that you pay $5 shipping and handling -- still, for "points" that are supposedly only garbage now, TDK let you get good, long tapes for 50 cents each. The offer expired in mid-August 1997. (See form.)

More info needed: To Maxell's credit, however, there are plenty of folk who swear that Maxell just makes better tapes. And if anyone, particularly someone from Maxell or TDK, would like to offer a substantive analysis of why either brand is (or might be) better, I'll happily include such an argument here. -- In fact, a Michael Westermeier emailed (11/28/98 and 12/4/98) saying he manages "sales and marketing for the United States, Mexico, Latin America, and the Canadian market" for Maxell and asked me to call, but he hasn't since returned either of my calls.

8/98 Update: I called the number that Russ posted (1-800-533-2836; ask for audio department customer service when you call). The woman who answered first suggested that the 110s have "the same kind of tape inside them" but then acknowledged, thrice, that the 100 minute tapes DO contain thinner tape than the 100s. She indicated that she's already received a number of calls the day that I called and, although she said that more calls would not change Maxell's intentions at this time, I sense that the calls already made have at least given them pause and that additional calls would stress the concensus of concern. She did say that those who have already experienced breakage of 100 minute tapes should contact Maxell's Tony Capes at 1-800-525-2797 for a refund.

"You're maybe a music critic? You have something against lizards? You prefer rock and roll? Who asked you?""
-- D. Manus Pinkwater, Lizards Music, p.44"