Sequential liability

Argues that, as the economy improves in the U.S. (2004), it would be a good time to adopt sequential liability as an industry standard for paying the media.

Sequential Liability

Douglas J. WoodReed Smith Hall Dickler

In the aftermath (we hope) of a recession that saw bankruptcies of both advertisers and advertising agencies, the concept of sequential liability was widely debated' Its application to the advertising industry, however, remains unclear' As advertisers begin to substantially increase their media spending, now is a good time to  review the concept and history of sequential liability and discuss its future'

Bankruptcies and Early Media Liability

In the early 1900s, advertising agencies worked for the media, not the advertisers, receiving commissions from...

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