Why the Upfront Won't Be Over Anytime Soon

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NEW YORK In past years, it wasn’t unusual for buyers and sellers to be huddled in offices till the wee hours—budgets, cold pizza and antacid tablets at the ready—to close deals and complete the upfront market by the end of May or early June. This year, buyers and sellers are bracing for prolonged talks that may not conclude until closer to Labor Day.

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