AdAge has an interesting open letter from Brian Steinberg (found here) to advertisers and media buyers, warning of the dangers of waiting for the scatter market later this year. And, I gotta say, is it Upfront season again, already?
While I agree with most of Steinberg's points, it seems like we go through this back and forth every year. You know, the inevitable posturing from both sides of the negotiating table that always bleeds into the trades. Like Canadian geese heading north, it's the sure sign that warmer weather is near.
My sarcasm aside, I invite you to read Steinberg's letter. At least for those of us in local TV, it can be nice to hear some reminder that TV isn't dead. It's just going through a transition. (In fact, the best metaphor I've heard yet was on IFC's Media Project last night. Tom Bettag compared the current "crisis" to a forest fire, which ultimately leaves the forest richer, and clears the way for new growth. I like that image.)
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