Upfront 2003: Technology

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Ten years ago, the long distance business was one of the largest advertising categories, with more than $1 billion in spending, as AT&T, MCI and Sprint tried to coerce consumers into leaving one for the other. Now, the long distance business has receded far into the background. While AT&T and MCI are way down in spending, Sprint doesn’t even advertise long distance anymore.

That’s not to say the telecom category is dead. As a matter of fact, it’s booming, thanks to wireless, which has become reminiscent of long distance a few years back.

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