What Will Media Buying Look Like in 10 Years?†

Hundreds of Consumer Segments, Marketers Making Media and No More Upfront

Adweek, March 10, 2008 — In a fragmented media landscape, content matters more than ever, said Jim Poh, VP-director of creative content distribution for Crispin, Porter & Bogusky. "We are figuring out how to create content that will appeal to people first and then worry about delivery mechanisms later," he said last week at a 4A's Media Conference Panel called "It's 10 Years Later: Have Agencies Survived Digital Convergence?"