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Birdnow Dealerships is the sort of advertiser that TV stations in Cedar Rapids, Iowa, should want to make happy. It owns four new car dealerships and six used-car locations. But Mark Birdnow, the company’s president, says he has been “frustrated” trying to buy time on TV stations prior to elections and so isn’t looking forward to the next eight weeks.
“If it’s like it’s been in the past, we’d have to pay an awful lot to guarantee the spots or they’ll get preempted in the particular newscast we wish to have them in,” Birdnow says. More…