SAG Strike Looms Over Upfront

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Media Buyers May Delay or Reduce Buys If Dispute Drags On
LOS ANGELES–If the potential for a strike by the Screen Actors Guild still exists as the May upfront season begins, agency media executives suggest it will likely delay their upfront commitments, affect what their clients are willing to pay and determine where their money will be spent.
The scenario is a distinct possibility since the SAG contract does not expire until June 30.
“If it becomes an issue, we would expect a delay in the upfront negotiating period, extending the upfront weeks into the summer,” said Larry Cole, Ogilvy & Mather executive vice president, U.S.





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