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Why Media Companies Are Pulling Back On The NewFronts

Have the NewFronts, which were created in 2012 as digital advertising's response to the TV upfronts, run their course? The Wall Street Journal notes that a few media companies including AOL, BuzzFeed, and Fullscreen have opted out of the NewFronts or reduced the scope of their plans. Some media executives wonder if the dog-and-pony shows are living up to the hype. "Doug Ray, president of product and innovation at Dentsu Aegis Network, said that when the NewFronts were started, big marketers needed help understanding the web video marketplace. That mission has largely been accomplished, he said, particularly as giant platforms like YouTube, Facebook, and Snapchat have become video powerhouses," the Journal reports. Ray underscored the fact that advertisers are looking for scale, which TV advertising provides. Of course, they're also looking for audiences--of all kinds.



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