Inside upfront

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ever since agency buyer Paul Schulman bought $10 million to $20 million of network TV ad time for Ralston Purina Co. in the spring during the 1970s, the upfront market mushroomed into an intensive business for advertisers, agencies and networks. Think of it as a Moroccan bazaar of buyers and sellers haggling for the best possible product for the best price. But where once 10s of millions of dollars were at stake, upfront now is a cacophony of billions of dollars of time for sale. The game is already afoot with multiple kids and syndication upfront deals swung, but there are certainly more surprises ahead.
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