1/30/2006

Advertising Age reports that News Corp. controls marketer access to key in-store advertising space at 35,000 U.S. retail locations. The News America division contracts with retailers to sell marketers advertising on store shelves, store floors, in shopping carts and via in-store coupon machines, as well as ads in newspaper inserts. It's estimated that the in-store business brings in $300 million a year, but some marketers are crying foul over the company's "category buyout" practice, in which a single marketer buys all the in-store ad inventory in a category like shampoo or deodorant.

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