Barter's about face

In the 1980s and 1990s, the media barter business was viewed with scepticism by many marketing executives, but since then the industry has undergone a transformation, and is now valued at over $1.5 billion.

Barter's about face

John Wolfe

If Hollywood had made a movie about the media barter business a decade ago, the title could have been lifted from a Clint Eastwood spaghetti western: The Good, the Bad, and the Ugly. Today, an old cigarette ad slogan -“You've...

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