At the Network Upfronts, media buyers purchase media “up front”, prior to the beginning of the new TV season. The annual event has a name that makes good sense. To call it the “New TV Show Fronts” just wouldn’t have the same ring to it either. Which brings us to the NewFronts. The “New” in NewFront was as a snub to the Upfronts. It implied that the Upfronts were Old; the opposite of New. What’s the opposite of a NewFront? An OldFront. Why would anybody participate in anything that’s old? Old is lame, dude. New is cool, man. New is better and cooler and more awesome!
Last year I went to a NewFront. The pulled pork tacos and Pomegranate Tito’s test tube shots were delish! The only thing New about this NewFront was that in direct contrast to the Upfront, the product was shrouded in mystery. There was a social thing and a production studio for some original content that also had an influencer network and some premium publisher partners. There was mention of being a top tier Video network and limitless scale with comprehensive reporting. Customized solutions and results driven mobile rich media was available. They were going to “listen”. They had exclusive access to facebook. And don’t forget the Native AND Creative capabilities. Quick, sneak me in a few more test tubes! In the end, most folks shared the same hazy eyed gaze. Things were said like “that was cool” and “did you try the lollipop cupcakes?” and “anyone know of a good gin joint around here?”, but clearly we had just witnessed a very pricey snow job.
It’s been a decade or so since the NewFronts came along and the effort to prevail as the preeminent sales event for Madison Avenue appears to be waning.
So here are my 4 Key “NewFronting” takeaway’s for all of you Same Old NewFonters (outside of FANG and Apple, you know who you are):
1- Differentiate. Don’t try to be like the Upfronts. Do your own thing!
2- Change the name of the NewFronts, quickly, before there’s no turning back. What will people think of a 20 year old NewFront?
3- Innovate the way you Differentiate!
4- Formulate. It takes more than some fancy finger food and artisan cocktails for marketers to bite. Get to the meat and potatoes.
