The leading story on today's MediaWeek daily briefing in my INBOX is about upfront buying. I was instantly concerned, because I wondered : WHEN are people going to realize the strategic limitations of this?
BUT! I also read that it was lower than last year's $9 billion, because marketers are saving more money for digital and new programming opportunities. Now, let's just hope that the digital consideration has some kind of strategy behind it, and wasn't decided upon just because "digital is hot right now."
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