Johnson & Johnson will not participate in this year's upfront market,
The Wall Street Journal reports. Instead, the health care and pharmaceutical products giant will make its buys later in
the summer, which is more in-line with its business-planning process. "What we found is, if we can synchronize our business-planning cycle [with buying media time] it will benefit the brand and
that is what this is all about," says Kim Kadlec, Johnson & Johnson's chief media officer. The company, which spent about $500 million on network-TV ads last year, may not be the only one to forgo
the upfront, the story continues, with Coca-Cola considering a sit-out this year as well.
Read the whole story at Wall Street Journal (paid subscription required) »