Inter/Media's New Unit Has An Eye on Unbought Time

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Leftovers. The word is enough to fill many with dismay. But in the world of per inquiry advertising, in which broadcasters are paid based on sales resulting from commercials, leftover media time can be an opportunity, and one shop aims to take advantage of the market with a dedicated unit that will serve the arena.

“With the fragmentation of media, we’re seeing even more per inquiry opportunities and even more media vehicles,” said Robert Yallen, president of Encino, Calif.,

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