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A Big Four television networks top sales executive was playing coy recently when he said it was “still a little early” to make a call on the auction for TV-commercial inventory from September 1997 through August 1998. Still, he admitted that he’s been rummaging around among some client and agency sources. He also said he applies a time-tested “correction code” to what he’s been hearing about this year’s upfront selling season. “The rule is, when I hear an advertiser or category is going to be ‘flat,’ I know their spending will actually be up.
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