03/28/2008 02:45 am ET | Updated May 25, 2011

Strike Has Media Buyers Looking Beyond The Tube

The writers strike has media buyers growing cautious about the efficacy of TV advertising in the weeks ahead and in the first quarter of 2008 -- and mulling strategies for possible reallocation of marketers' ad spending. The fourth quarter is an especially fraught time for marketers to not be able to count on TV as a reach vehicle, as many are pushing products for the holidays.

"The strike has clearly challenged us to approach the TV world a little differently over the next weeks," said Eric Blankfein, senior VP-channel insights director at Horizon Media. "We are looking to provide our clients with alternatives in reaching their audiences at a crucial time of year. Retail is so focused on fourth-quarter results that we can't afford to have a drop-off in audience delivery." The strike offers good reason to evaluate and consider moving some clients into venues such as cinema, radio, digital and print, Mr. Blankfein added.

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