Friday, July 24, 2009
This bit of news from the advertising world causes one to wonder. Why haven't upfront sales of TV advertising time disappeared in an era of online? Because old habits die hard. Neither media buyers nor networks are ready to abandon a process that has worked well since the 1950s. PR practitioners are not much different, however. Many of us continue to focus on major traditional media at a time when editorial staffs are shrinking and online has become a major outlet for news. We are in the same transitional period as advertisers. Still, the idea of buying time months ahead for TV shows that have diminished audiences strikes one as sillier than pitching stories to fewer reporters. At some point, the upfront market will wither to inconsequential importance, but it may be years yet. At some point, PR practitioners may be focused more on online placement than traditional media. That too is years away.