J & J Skips Upfront

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.