Media Outlook 2002: Living In a Buyer's Market

Judy Girard

This paper reminds readers that we are now living in a buyer's market and, as a result, are entering a new era in advertiser influence and involvement.

Media Outlook 2002

Living In A Buyer's Market

Judy Girard The Food Network

'TV is essentially a selling medium.... Entertainment is just the bait'

Bernie Brillstein, Brillstein-Grey Entertainment Where Did I Go Right?

This year, the seller's decade of advertising control ended. Now we're clearly living in a buyer's market.

The dawn of this era was slowly being driven by new technologies on the horizon. VOD, TLVO, virtual channels, etc. brought growing advertiser concern, to be sure. Over the last few years, an abundance of agency mergers took place. Super buying powers were formed. The proliferation of channels exploded,...

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