Monday • May 11, 2009 | READ ALL NEWS AT ADAGE.COM

NEW YORK (AdAge.com) -- Early predictions for this year's TV-upfront market are grim. The betting on Wall Street is that the broadcast networks will see a 10% to 20% decline from the about $9.23 billion in commitments from marketers secured last year, which could mean the networks will be lucky to notch a take between $7.4 billion and $8.2 billion.

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Upfront Not Working for You? Try Reversing It, Like Unilever By Approaching Networks With Specific Marketing Goals, Marketer Gets Media Working for Its Brands

BATAVIA, Ohio (AdAge.com) -- For years, the TV-upfront market hasn't entirely worked for Unilever. But rather than exit like some, the company -- with the $499 million it spends on TV -- is looking to rewrite the rules and increasingly set the agenda with what it calls a "reverse upfront."

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What's Wrong With How We Buy National TV TV Execs From Both Sides of the Table Candidly Discuss What National TV Buying Should Be, and How to Get There

NEW YORK (AdAge.com) -- When the upfront finally moves this year, the seven executives who joined Ad Age for a roundtable discussion April 23 will each play a key role in the direction it takes.

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Navigating New York City During Upfront Week A Map to the TV Networks' Presentations

Ad Age's MediaWorks has put together this map of where Fox, ABC, CBS, the CW, ESPN and Turner Broadcasting are holding their presentations to ad buyers, as well as where to catch NBC's Comedy Showcase. Click one of the place marks for information on each network's presentation.

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Sorry, Senators: No Newspaper Is Worth Saving in its Entirety As Pols (Belatedly) Contemplate Nonprofit Papers, Let's Be Honest About the 'News' We Can Afford to Lose

SIMON DUMENCO

Hope bubbles inflated by irrational exuberance used to steadily grow for years, but now they last a couple of days at most. On Monday, May 4, when word spread across the land that Amazon was going to unveil a big-screen Kindle, some newsy types allowed themselves a moment of optimism: Maybe this will be the gadget that saves newspapers! Then, of course, by Wednesday, when Amazon chief Jeff Bezos pulled it out of his hat, the magic instantly evaporated.

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Top Media Jobs This Week

1. Group Account Director, OMD
2. Mid-West Account Director, Complex Media
3. Associate Media Director, Digital, Engauge
4. Senior Manager, Marketing, Tremor Media Inc
5. Media Designer, Senior, Booz Allen

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