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Jul 8
Television Networks Fear Competitive Bidding
When it comes to buying and selling television air time, the network old guard is television_5.jpganxious about protecting their turf. Their most recently defensive posture is a result of Aa task force consisting of members of the Association of National Advertisers and the American Association of Advertising Agencies. The task force is preparing to create an online, eBay-like auction to buy and sell media for testing sometime in 2007. Such a project will require an estimated $ 50 million budget, which multiple advertisers will fund during the test phase. The online auction is championed by Julie Roehm, Wal-Mart's vice president of marketing communications. Wal-Mart is well-known for squeezing cost from all of their supplier relationships. Marketing Blurb believes it is time for a change. Yes, people will lose their jobs. But in the long run, rates will become more reasonable and allow other people to afford television advertising. MediaPost Publications has more detail—free registration required.

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