B. Bonin Bough Author, Consultant and TV HostBonin Bough, a former digital executive at Mondelez International, is author of the book Txt Me and host of CNBC's Cleveland Hustles. He is also a member of the Adweek Advisory Board. TV Upfronts Upfronts Will Bring Increased Conversation but Needs a Refresh to How It Handles Data Measurement will need to be fixed. TV Upfronts GE’s Linda Boff on Why Upfronts Needs to Be Uniquely Tailored to Different Marketers Because the model as it stands is rife with challenges. TV Upfronts Hulu’s Peter Naylor on Why Advertisers Should Take a ‘Marketers-First Look’ During Upfronts Focusing more on the ‘hearts and minds of viewers.’ To Succeed as Publishers, Brands Must Shed Midcentury Mind-set It's time to get real. For the last five years, all we've been hearing is that brands are publishers. This means that for the last five years not only have we been lying to ourselves, but we've also been disgracing the real publishers out there who understand how hard it is to monetize content.