• by John Gaffney , January 6, 2003

Trade Agreements: This FCC deregulation business has made it a tough time to be a trade association. For the AAAA, which represents the ad agencies, the issue is simple: more consolidation means less room to negotiate and less leverage in media buying. So it will actively oppose the FCC. But on the media owner side, I’m disappointed in the stance some groups have taken. The National Association of Broadcasters, which last time chose to play neutral in the FCC deregulation, have now come out as staunch supporters. No coincidence that its previous neutral stance cost it the membership of Viacom. The Newspaper Association of America is in favor of deregulation as well. My problem here is that the trade associations are supposed to represent the best interests of all its members. Can the NAA honestly say it’s representing all its members here? Can the NAB? Its giving weight to a process that will most likely end up in so much contraction in its business that smaller members have no shot but to sell to a bigger company. And the bigger companies will dictate the direction of the trade association. If I was a small business paying dues to the NAB or NAA, I’d feel sold out.

Time Outs: I keep hearing that ABC has a few spots left for the Super Bowl. I also hear they’re getting north of $2 million per spot. This for a league that some say is losing interest among young people. Advertisers still understand the event-oriented nature of football, however. And the Super Bowl just might be the American media event.

Parting Shot: Do you think Clonaid has enough cash to buy a Super Bowl spot?