TITLE

Pull the plug on upfront market or drop media-neutral pretense

AUTHOR(S)
Donaton, Scott
PUB. DATE
May 2000
SOURCE
Advertising Age;5/15/2000, Vol. 71 Issue 21, p50
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Presents the opinion that television's upfront advertising market should be abolished. Assertion that the current marketplace of buying advertising time in advance unfairly favors sellers; Advocation of a continuous TV market where advertisers could buy throughout the season; How TV networks increase advertising rates, despite declining ratings.
ACCESSION #
3108479

 

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