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One Services Big Local Buyers; Other Handles the Less Active
LOS ANGELES–Some advertisers buy a handful of local markets and others buy hundreds of mar-
kets. Responding to these divergent needs, MindShare is departing from the traditional media-agency local-broadcast structure and is splitting into two distinct local-buying units.
MindShare Regional will service clients with extensive local requirements. MindShare Central will work with advertisers who do not buy dozens of local markets and consequently do not need an extensive local-broadcast operation.
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