Getting "Upfront" with the Advertisers

Today's medianote comes from a National Public Radio story entitled "Ad Dollars at Issue in the 'Upfronts'." The upfronts are events where the major broadcast television networks show off their new shows to major advertisers, who may buy advertising time if they like what they see.

This is a particularly nervous year at the upfronts as the networks confront a stagnant TV ad market, in contrast to the strongly-growing world of online advertising. More than ever, the networks are desperate to make the case that their programming draws in mass audiences in a way that Internet sites seldom do. And for the advertising executives, the upfronts present an opportunity to find next season's hit show before the advertising rates jump up to hit show levels.