AdAge: Weather.com Promotes Advance Online Ad Buys
Weather.com is promoting early and long-term sales in a proposed process that would resemble television's upfront buying process. TV's upfront has long been criticized by buyers for encouraging very poor deals for advertisers. Microsoft last year called for a systematic advance sales procedure, and Starcom MediaVest last year said they would broaden their upfront purchasing to include online. Weather.com will tour the country with a major roadshow, visiting seven major market cities and offering long-term inventory for sale.
