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Crunch On Creativity
BY ALAN JAMES FRUTKIN
The TV networks and their sibling studios are getting squeezed by corporate overlords. What is
happening to development?

A&E to Chase Younger Demos
Net slates new originals and acquired shows to reverse ratings slide

Agencies
Publicis Vaults To No. 2 Spot
Media-buying clout to grow with Bcom3 deal

Network TV
Buyers: ABC Is Blowing It
Plan to drop Nightline could backfire, they say

Magazines
SI Seeks Buzz With Barkley
In-your-face profile tops McDonell’s first issue

Market Indicators

National TV: Strong
Look for the morning daypart, currently the most in-demand by advertisers, to see sizable CPM increases in the May upfront. Pharmaceuticals have tightened scatter so much that more advertisers may want to buy in advance for next season.

Net Cable: WARM
Going into second quarter, the pace of scatter has quickened, though sales are still spotty for some networks. Scatter inventory’s value is holding steady with upfront pricing.

Spot TV: Stirring
As first quarter comes to an end, automakers are putting more money into spot, especially in the top markets. Political ad dollars are beginning to move. Inventory is negotiable.

Radio: Building
Local spending is picking up for March. Auto, retail and telecom are strong, and movies are starting to place campaigns. Rates are firming up a bit, but remain mostly negotiable.

Magazines: Active
As consumers continue to buy computers, cars and apparel, publishers report those categories are slowly starting to mirror that confidence with their spending in magazines.