Bad news could have resulted from the wave of large mergers and acquisitions. It has been feared; it's being watched by ad agency media buyers -- and the U.S. Justice Department. But everyone contacted by Advertising Age seems to agree that what mergers and acquisitions have done -- so far, at least -- is put the medium on the front page, and the front burner.
"The upfront for this year is a culmination of everything you always hoped for in media growth," said a network general manager. Although dot-coms are coming in with new business, another executive said that as he looked down at the first-quarter [spot] business on the books, "It's automotive, entertainment, package goods, fast-food, soft drinks and telecom." That's broad-based growth, and great news and an encouraging sign for 2000 -- not only for radio, but for the U.S. economy. A robust ad marketplace is great fuel.