Last-minute shopping

Freeman, Laurie
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, ps18
Trade Publication
This article focuses on the increasing number of Web sites devoted to the buying and selling of advertising inventory as of February 2000. This Web sites could push billions of dollars in media sales by 2005, claims AdOutlet.com Chairman and CEO Alan B. Masarek. RAB believes Web sites will only continue to help stations sell more radio time this year. Yet many buyers and planners of agencies are withholding judgment on the viability of these media marketplace. The compelling reason for registering, site executives say, is so buyers can take advantage of inventory that comes open at the last minute.


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