Advertising Age Article Abstract
Increasingly, Upfront Will Evolve From Marketplace to Trade Show
Multiplatform Digital Distribution Environment Alters TV Business Realities
The upfront is still talked about as a "market" -- an expression that connotes something more akin to the stock exchange than what actually takes place: a series of high-production-value show-and-tell sessions in such storied venues as Radio City and Carnegie Hall, followed by several weeks of negotiations between longtime adversaries who are often also close friends. The idea that these events constitute a market has always been debatable in semantic terms, but events this year make the notion of the upfront as some kind of quantifiable exchange seem even more questionable. ...