I remember those heady days in the world of major league media buying when we ran around yelling, “The upfronts are here. The upfronts are here.” Well this year’s upfront broadcast TV ad-sales season is soon upon us. The Wall Street Journal writes today that this season might very well be the barometer that tells us whether TV is really in decline or not. After years of increases, major advertisers bought approximately $9.3 billion in 2005 vs. $9.5 in 2004’s upfront market.

Reasons for the decline include spending shifts towards “new media” (not so new anymore) including a big turn back to the Internet and the soon to boom direct publishing world of Internet video and Podcasting.

I am not as down on TV as are some naysayers like Joseph Jaffe. TV still works very hard for my clients and we are in production on two new campaigns right now. But, at the same time I am heading down to San Francisco tomorrow to discuss non-TV programs with two new potential clients (touch wood.)