Groups look to cut costs, set the pace

Gimein, Mark
September 1996
Adweek Western Edition;9/9/96, Vol. 46 Issue 37, Media outlook '97 p28
Trade Publication
Forecasts trends for television advertising in the United States. Impact of the Telecommunications Act of 1996 on the television industry; Reigning mentality in the industry; Expectations for seeing some economies of scale in 1997; Position of expanded television groups to shave off their advertising sales costs in negotiations with rep firms; Strategies by marketing-savvy groups.


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