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Upfront Season Preserves Urgency; ABC Executive Weighs In

What You Should Read, April 2, 2008

Published on .

Upfront Season Preserves Urgency; ABC Executive Weighs In

The Wall Street Journal talks to Mike Shaw, ABC's president-sales and marketing, about the tough road ahead for the TV industry. Over the past week, some forecasters have lowered their estimates for U.S. ad-spending growth this year. On Monday, Wachovia analyst John Janedis dropped estimates from 3.8% to 2.6% -- roughly half of the rate of growth that many others have been predicting until now. Despite these challenges, Mr. Shaw says he is optimistic as the network gears up for the annual ad-buying ritual known as the upfront, especially since he believes the industry's effort to better measure how people watch TV ads has helped.
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