Will Upfront Mutation Spawn Buy-Sell Innovation?

More regurgitation of myself, I cleaned up a recent post on the upfronts and made it my latest MediaPost column. I said:

Considering the massive advertising stake that is television and the Madison Avenue institution, I wonder: Will the erosion of the upfronts and the intertwined explosion of digital truly prompt a next generation in media buying and selling? Could it lead to real innovation or revolution?

See the full column and reader comments here. My piece was anchored to an anonymous quote from a media-strategy friend at a huge brand, who noted the growing obsolescence of the upfronts. I will interview him again once the upfronts are over.

Related, see: Joseph Jaffe and Greg Verdino.

Published by Max Kalehoff

Father, sailor and marketing executive.

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