Walgreen Co. in review for broadcast buying

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Walgreen Co. is conducting a review for broadcast media buying, according to Craig Sinclair, VP-advertising for the drug store giant. Although the company currently spends about $20 million on broadcast, that could increase to $60 million, according to an executive with knowledge of the review. Walgreen currently uses Advanswers, St. Louis, and CPM Media, Chicago. Advanswers will participate in the review; CPM declined.

Copyright May 1997, Crain Communications Inc.

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