The RIAA doesn't like it, but the kids at Scotti's Record Shops are just wild about the four-store chain's "Buy It, Burn It, Return It" policy. The policy is, "customers can buy a used or new CD, take it home, listen, and, if they want, burn a copy to a computer. Within 10 days, they can return the CD for 708 percent store credit." Scotti's -- based in New Jersey and run by brothers Jeff and Gary Scotti -- decided to introduce the policy not only because its CD sales were in decline, but also to make their stores attractive to younger consumers. "A kid could grow up now and never set foot inside a record store," says Jeff Scotti. "We want them to think record stores are cool places." Where previously teen customers would whisper, "Don't buy that. I can burn it for you," now, say the Scottis, they are saying, "Wow, I love it. I'm going to tell all my friends." Sales are up, according to Jeff Scotti, who adds that "he also sees customers trying new music because they know they can return a CD they don't like." The RIAA, however, doesn't like the looks of this one bit, and warned that the Scotti's policy "could mean copyright violations, illegal record rentals or 'rentals in disguise.'" The association and the record shop are in talks about this, and the Scotti's say they may revise their policy as a result. The brothers Scotti surely would be bummed if a revision were necessary, but the policy is not their only attempt to win over younger customers (most of their "best customers are in the 30 to 50 range"). In addition to CDs, the stores now also sell things like "body glitter, AC/DC flip-flops and Jimi Hendrix candles ... Near the entrance of each store are replacement headphones and other equipment for MP3 players ... A growing business in vintage vinyl also attracts customers, some from as far away as Japan." In addition, each store features a "Monitor This! kiosk, where shoppers can get customized CDs and enter contests ... And Scotti's gives customers Soundprint, a magazine customized with Scotti's ads and copy." Such inventiveness apparently is in the Scotti brothers' genetic code: Their father, Anthony, a Frank Sinatra fan, opened the first Scotti's Record Shop in 1956, on a hunch that "this record thing was going to catch on." Then along came Elvis, the Beatles ... Eminem, Britney ... and the RIAA. [reveries.com]