Upfront

And so a grand experiment this truly was. My thanks again to Chuck Ross for being the blogmaster.

This indeed is the final entry in what was designed to be a “limited run series.” Figured I should end it before it gets canceled. Besides, the timing is perfect. … Next week cable heats up big time.

I hope my comments were taken with the good humor and collegial ribbing that was intended … some yucks and some thought starters.

So why has the pace of this UF threatened to turn my blog into a World Wide Web version of “War and Peace”?

Sure, ya can point to the “live” debate, digi ops, pricing tug ‘o war, uf/scatter hedging, etc. But I really think it’s about two fundamentals:

* The buying community was determined to take as much control of the UF process as possible — and much like the team with the BBall, they are playing a slow-down offense … and why not?
*
* This pace gives advertisers more time to analyze their business realities and make adjustments accordingly.

So, those of us on the sell side simply need to be patient (we really don’t do that too well) and run a strong marathon.

To my colleagues, friends and worthy competitors, have a fruitful upfront and a safe, enjoyable summer.

BLOG ON (CLAP, CLAP) BLOG OFF (CLAP, CLAP) THE BLOGGER.

While the pace is the same, so is the trend … ongoing registrations tied to unique, customized ideas and ownership positions in our top properties.

FARBisms
WORDS - “TIPPING POINT” - defined as the point in time in which a technology, procedure, service or philosophy has reached critical mass and becomes mainstream.

In the cable industry, we used this term frequently when we hit the inflection point of passing the viewership to broadcast nets. It also was the title of the popular book by Malcom Gladwell.

I’ve reached my personal tipping point. Please:

o No more stories about Brad Pitt and Angelina Jolie.
o Stop running commercials for Empire Carpet with the retro jingle and animated mustachioed carpet guy.
o Find another blog to read, since my final entry will be this Friday.

…it’s time for another musical interlude, with apologies and thanks to Billy Joel:

SOME FOLKS LIKE TO PLACE THEIR BUCKS,
TAKE A HOLIDAY FROM THEIR BUYING CHORES
HOP A RIDE TO THE HAMPTONS, OR THE JERSEY SHORE
I’M TAKING MY METRO NORTH ON THE HUDSON
RIVER LINE- I’M IN AN UPFRONT STATE OF MIND.

I’VE SEEN ALL THE STUDIES WITH THEIR FANCY CLAIMS
AND CONCLUSIONS.
BEEN CRUNCHING MY NUMBERS TILL THEIR
GOOD AND DONE.
BUT I KNOW THAT I’M READY, AND I
DON’T WANT TO WASTE MORE TIME-
I’M IN AN UPFRONT STATE OF MIND. IT WAS SO EASY IN THE EARLY DAYS
THREE BIG NETS AND NOTHING TO LOSE.
BUT NOW WE HAVE A LOT OF GIVE AND TAKE-
THE CABLE NETS, THE DOT COMS TOO.

IT COMES DOWN TO THE CPMS. JUST FORGET
YOUR FRIENDS, BUT I’LL LET IT SLIDE.
DON’T CARE IF IT’S JULY 4TH, OR IN AUGUST TIME.
I DON’T’ HAVE ANY REASONS, I’VE LEFT
THEM ALL BEHIND. I’M IN AN UP
FRONT STATE OF MIND.

As if the UF needed to slow down, the 3 Hs will surely keep it from getting over-heated. We’re getting our pieces of the jigsaw puzzle together, and the picture looks good.FARBisms

MOVIE THEATER EXPERIENCE: So what is the most painful thing to endure? It comes before the “coming attractions”…..the new lame reminders about what not to do during the film…no smoking, talking, etc. The latest has the cast of Two and a Half Men and King of Queens doing breathtakenly awful skits. At least they make the in-cinema ads look better.

Like some of you who are TV academy members, we receive a truck load of DVDs (with clever packaging) of programs vying for EMMY nominations this time of year. Gotta be another way. Maybe temporary drive-in theaters can be established that have everything on a giant loop? In NY, screens could be used in Central Park and Bryant Park, turning the process into an event … with sponsors?

FARBisms

A co-worker insisted that I draw inspiration from my Hip Hop pal, Eminem. Enjoy the weekend…..

The coin starts flowing cause the UF starts a goin’.
The buyers placing bets
On the stuff that looks best.
Plus, minus, flat
Is a very tired act.
Ya better dig deeper
Or clients will shout a bleeper.
Yo, time for negotiation
Then it’s off to recreation.
Ho, Hey, Ho FARB OUT!

…that despite the tendency for the UF buying bazzar (or is that bizarre?) to be an over-commoditized affair, Brands, Programming, Digital Platforms, Marketing Solutions, and GOOD IDEAS, Do Matter! … That’s our take so far.

FARBisms

* WORDS — I was invited to attend a business RETREAT. Merriam Webster defines it as “an act or process of withdrawing, especially from what is difficult, dangerous or disagreeable.”… Maybe we should just build a bunker?

* WORST INTERVIEW QUESTION - Where do you see yourself in 5 years?

* YO MARIANNE, To answer your question, NGC is not sitting in the Conga line, we’re already dancing. Best - back at ya, TV Week buddy.

Getting too busy to post these blogs.
Ok, so it wasn’t as easy as ABC…glad they’re in the poker game!

FARBisms

* POETIC JUSTICE:The UF will
slowly get done,
by the light of the summer sun,
how strong doesn’t
matter cause
I’ll see ya in
scatter, when
pricing will really
be fun!
*
PHRASES TO BE OUTLAWED:

• Win/Win
• Sounds like a plan
• Spots and dots (what the heck are dots?)
• This isn’t brain surgery
• Think outside the box

While there are pockets of heat with individual advertisers, particularly with certain “BIG IDEAS,” the answer is a deafening NO. That’s ok, time is on our side, yes it is. . This pace will allow sales orgs to strategically better manage their inventory.

This is a good time for another musical thought to be sung to the tune of WHITE CHRISTMAS.

I’m dreaming of a strong upfront.
Just like the ones I used to know.
Where the pitches glisten
And buyers listen, to hear
Loads and loads of dough.

I’m dreaming of a strong upfront.
With every email that I write,
May your days be merry and bright
And may all your UF times
Be nice.

FARBisms

UF FUTURESHOCK PART IV: In the year 2016, now in his second term, POTUS Donald Trump is teaming again with Mark Burnett for the ultimate product placement: The hydrogen-powered Cadillac Escalade is the official White House limo, Air Force One is powered by Ethanol from ADM, which receives prominent IDs on the wings, Coke is the official beverage at Camp David, and the West Wing of the White House is being used by NBC Telemundo for its bilingual remake of the West Wing - starring Charlie Sheen.

Translation…this UF is like watching paint dry. In addition to the pace (methodical, deliberate, thoughtful), there sure is a lot of misinformation about what’s really going on. There is a lack of VISIBILITY… a word that became part of the lexicon of the finance industry, defined as: capability of providing a clear unobstructed view.

As for us, our chats continue to get more serious with a variety of shops and advertisers, particularly in the automotive category.

FARBisms

* PHRASES - “At the end of the day…” This used to mean getting home from work, going to bed, having dinner, relaxing. … Now it means … in the final analysis, the bottom line is, the net/net is, when all is said and done … how did this transformation take place?

* UF FUTURESHOCK PART III- In the Year 2016, UGC (User Generated Content) now represents 25% of all original TV programming airing on national TV networks. After a year of corporate infighting, The CW will split into 2 net works, The CW and The WC. Details were unavailable at press time.

Yup, it’s beginning to look a lot like X-Mas … well let’s just say that we’re getting closer to being under the mistletoe.

FARBisms

* WORDS - Incumbents - defined as a holder of office, occupant. I’m not so sure that advertisers REALLY want to be referred to as if they are politicians.

* UF FUTURESHOCK PART II - Back to the future in 2016: The John Malone vision of 500 channels looks like a quaint theory … at last count, 7,235 channels are being measured by CorneaMeter LLP. Sony Electronics announced that it is approximately a year away from launching the first Hologram TV, with an introductory price of $250,000. Apple’s line now consists of IPODS, YOUPODS, USPODS, and WEPODS. With the unbundling of media-buying consortiums, there are now 75 key boutique shops that have average client rosters of four accounts.

* While walking to a group lunch today, a certain Fox Cable sales exec announced that he had split his pants in the back. I asked if that meant he was open for business? Well, he may not be, but I know come Monday, we are!

Thank you to my friends and colleagues who have said that they are enjoying this BLOGFEST...GET A LIFE!

Lately, I've had a recurring nightmare: I'm writing Blog Entry #300. ... The pace of this UF feels like NIGHTLINE during the Iran hostage crisis, DAY 67, etc. … My blog might run longer than most broadcast prime time series.

Pretty sure that next week, cable becomes active in earnest, even if all broadcast net biz is not finished.

FARBisms

• Issues for the U.S. Senate to focus on: Iraq War, nukes in N. Korea and Iran, the economy, the environment, price of gas, healthcare, education, etc. So why is Senator John McCain (and others) spending so much energy on the ill conceived cable a la carte initiative? Anyway, the only channel this might make sense for is the Food Network.

• WORDS ... Endemics, defined as "characteristic of a particular field." We of course us it when referring to certain advertiser categories. But when I started in the biz, I thought it had something to do with the Killer Flu. 

 
   Do what you may ask? ... Be a slave to INSTITUTIONALIZED SPENDING PATTERNS. It's easy to buy the same old way and the same old things. But with fragmentation galore, it just won't be effective. The solution is not to follow the supposed Holy Grail of Reach and Supplier Consolidation. All that does is increase MEDIA WASTE (unqualified customers for clients) and often, cost. Be open to utilizing new networks, ideas and opportunities to truly connect with clients' core customers and prospects.

 FARBisms