IT'S AD BUYERS TURN TO SPEAK.(Viacom-CBS merger)(Brief Article)

Advertising Age, September, 1999

The looming combination of Viacom and CBS Corp. makes it imperative that the ``buy'' side of the advertising marketplace-agency media buyers and their advertiser clients-take stock of exactly where its interests lie as this next wave of media consolidation gathers steam. Before more deals come along, and they surely will, top media buyers need to move beyond individual expressions of concern and forge a group consensus-if there is one-that can be presented to government policy makers charged with passing judgment on these deals.

There's a lot at stake. The door is now open for media owners to control two TV stations in a market and whole stables of local radio stations. It's a safe bet that media company dealmakers won't stop there. Why keep rules that bar...

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