The Upfront - Behind

Argues that the US `upfront' system of television network media buying is not working well for advertisers.

The Upfront – Behind

Julie RoehmJeep, Dodge, & Chrysler Daimler Chrysler

Each year the earth and the sun conspire to bring us the celebrated season of spring. This time of year is universally appreciated as a time for growth and change and the promise of new things to come . . . for everyone except marketers. For marketers springtime means the “upfront” . . . and yet another year of seemingly endless presentations and negotiations for a commodity of which no one really knows the value and sheer frustration about the process itself.

This business model is not working....

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