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Johnson & Johnson will not commit ad dollars during this year’s upfront and Coca-Cola may not make any upfront purchases either, illustrating an increasing shift, on the part of marketers, away from commiting dollars during the upfront and toward a more year-round buying cycle, AdAge writes. A spokesman from Johnson & Johnson said that the company is moving from a broadcast year to a calendar year to bring the process in line with budgeting and planning, which means that negotiations would likely fall into a September timeframe.
The company also plans to devote up to 20 percent of its marketing spend to nontraditional media.
J & J is not alone in its wishes to move to a calendar-year cycle, according to the article. In fact, 83 percent of marketers at the ANA TV Forum in March said they wished the upfront would move to a calendar-year schedule.
The soft scatter market of the last year also makes it easier for advertisers to purchase TV time throughout the year.
By the end of 2008, revenue growth in the radio industry is expected to have fallen 7%, the second year of negative growth for the medium, according to estimates in a report from from BIA Advisory Services, writes MarketingCharts.
BIA estimates that…
Next in the long list of companies cutting jobs comes Tribune Co., which is slicing positions at The Chicago Tribune.
About 12 employees at the Trib were given the rest of the week to clean out their desks; more cuts…
Target is one of the first brands to create an iPhone application. The Target “gift globe” allows iPhone users to shake their phones to launch a snow-fall effect.
When the snow clears, a gift idea from Target is revealed. Users…
NBCU is launching its latest round of layoffs, with up to 500 jobs, or 3% of its work force, expected to be cut.
NBC News bureaus in Dallas and Los Angeles will be affected, writes TV Newser. L.A. correspondent John Larson,…
A Specific Media study finds the presence of display advertising significantly affects click-through and search style across both paid and organic searches.
In the “travel and tourism” category, display advertising engendered a 274% lift on both paid and organic search.…
Today’s Wall Street Journal is running a cover wrap for Dell. The ad covers a third of the front page and all of the back.
Though the New York Post and the Daily News commonly use cover wraps, the move…
