Column: Future upfronts will be more about show than sell

05/22/2006 | Advertising Age (tiered subscription model)

As cross-platform programming takes off with audiences and marketers, the network upfront is likely to evolve into a glitzy trade show, rather than a once-a-year sell-off of ad space, according to Advertising Age's Jonah Bloom. "Tomorrow's upfronts will be more a curtain raiser, a chance to ogle the goods, than a definitive marketplace," he writes.

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