Verklin, who heads up Carat's Americas and Asia units, dropped the bombshell that a major retailer has told agencies that future media plans would eliminate FSIs--the colorful supplements used to distribute coupons and promote retail sales--from its advertising plan by 2007.That's about all the already-punchdrunk newspaper industry needs to hear.
I very much doubt that the FSI is going away anytime soon. But a significant decrease in frequency and/or size would affect not only the newspapers, but vendors. Where will all those trade promo dollars go? What leaps to mind is in-store, but as a shopper I'm wondering how many more ad impressions I can handle as I traverse the aisles.
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