Magazine article Variety

'Front' Loaded: Enough Already

Magazine article Variety

'Front' Loaded: Enough Already

Article excerpt

Surely there is some hardy soul braving the wilds of Manhattan to attend every NewFront and upfront presentation, a period that culminates this week with pitches from broadcasters. When cable and digital players are also taken into account, there must be at least 50 of these events. That's a lot of outstretched hands asking advertisers to part with their marketing dollars.

Has anyone declared a moratorium yet? NBCUniversal had the right idea in combining all of its properties into one, shall we say, "superfront." Such is the incredibly fragmented media landscape we find ourselves in today.

We've come a long way from 1962, the year of the first upfront. No footage of that has been unearthed, but I'm picturing Don Draper, scotch in hand, looking bored as a network suit drones on about the demographic trends posted on the easel beside him.

How times have changed. While the scotch is still plentiful, just looking back over the past few years is evidence enough of the dramatic differences in the content of these presentations. The broadcasters now seem to spend as much energy talking up their data capabilities as their new series orders; Viacom even has its own "datafront" event, whatever that means. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.