Media Buying Briefing: The upfront season! Can’t live with ’em, can’t so easily change ’em 

Are those drumbeats in the distance? In many ways that makes sense because the upfront season is upon the industry — that time when linear TV ( the OG of the upfront event), digital and platforms (the NewFronts), gaming (the PlayFronts, which just took place) and even podcasting (Podcast Upfront) host events and parties to showcase their content wares.

But maybe those drums signal the beginning of the end of the upfront process, something that may have outlived its usefulness because so much of what’s showcased has changed. It’s an interesting premise floated by a veteran industry executive who’s long lived in the intersection between content and marketing. 

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