Crossroads for cross-platform deals; Savvy shoppers key to finding best client fit.(Turner Broadcasting System Inc.)

Advertising Age, January, 2001 by Friedman, Wayne; Linnett, Richard

To advertisers and agencies, media companies are looking more and more like supermarkets. The big question is: Who's getting the better deal, the shopkeeper or the customer? A media mammoth like the newly approved AOL Time Warner might be likened to the Albertson's of the industry, its shelves abundantly stocked with competing TV stations, radio channels, print publications, Web sites, content providers and even syndicators, all under one roof.

Theoretically, an advertiser like Procter & Gamble Co. could metaphorically wheel a cart down the aisles and pick out the products it needs to nurture its family of brands. ONE-STOP SHOPPING In the biz, they call this ``one-stop shopping,'' ``cross-platform selling'' and ``integrated marketing.'' That means marketers now...

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