You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract No Matter How You Spin It, Upfront Has Marketers Paying More for Less If Les Moonves Isn't Running a Protection Racket, He's at Least Price Gouging By Bob Garfield, Published on May 17, 2010 13 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.