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

Donaton, Scott
May 2000
Advertising Age;5/15/2000, Vol. 71 Issue 21, p50
Trade Publication
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.


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