Long Live The Upfront

The upfront has long been rumored to be dying, or at least having its curio cabinets moved into assisted living. Certainly the fragmentation of the media marketplace makes it exponentially more complicated to place messaging. And ROI pressure makes waste an increasingly less acceptable cost of doing business. Can the traditionally flamboyant wheeling and dealing in May really handle those demands?
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Mediaweek's The Download is a new monthly column by executive editor Jim Cooper that looks at the collision of traditional media and digital technology. The trend is reshaping how content is created, advertising is sold and consumers inform and entertain themselves. The Download will also focus on mobile, gaming, search and metrics and their respective development as media goes 2.0 and beyond.

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