National TV: Slow
Summer doldrums have hit, but what is selling in 3rd-quarter scatter is at double digits over upfront CPMs because makegoods have tightened the market.
Net Cable: Dormant
With 3rd-quarter scatter business dribbling in, many nets are unofficially taking a vacation. Some movie and home- video dollars are active.
Spot TV: Quiet
Third quarter is tracking 5-8% ahead of ’96. Little 4th quarter sold; buyers say NBC O&Os and affils are too bullish on rates. Toy buys are picking up, particularly for The WB. Fast food, beverages are moving.
Radio: Tight
There are some avails at older-format stations, but younger demos at rock and alternative stations are largely sold out. Dallas, Houston, Phoenix and Indianapolis are tight.
Magazines: Bullish
Upscale shelter, fashion and beauty are soaring for fall. Most books in that realm are expecting a record September; many books that have been down will find themselves up.