Upfronts, NewFronts & AI
As we move deeper into the spring media calendar, it's the season of Upfronts and NewFronts—two major events that play a pivotal role in the advertising and media ecosystem. These events give traditional TV networks (Upfronts - ABC, CBS, NBC) and digital content platforms (NewFronts - YouTube, TikTok, Amazon) the stage to pitch their upcoming programming to advertisers, often locking in billions of dollars in ad commitments months before content even airs. For marketers and media professionals alike, understanding these events is key to grasping how advertising budgets are planned, how content strategies are shaped, and how the business of media continues to evolve in a streaming-first world. This simple chart provides an overview of the differences Upfront vs NewFront. (Source: ChatGPT)
Now these separate platforms are increasingly interconnected: brands are demanding cross-platform buys, retail media networks are entering the fray, and connected TV (CTV) is blurring the line between traditional and digital advertising. For today’s marketers, the distinction between Upfronts and NewFronts is less about old vs. new media and more about who can offer scale, targeting, and measurable ROI in an ever-fragmented attention economy.
The increased use of AI technology in ad buying, combined with uncertainty about trade tensions, economic, and regulatory changes is influencing the way marketers and their media agencies are approaching this season. For a deeper dive into what industry experts are saying, this Ad Age article provides a range of perspectives Upfront&NewFront Perspectives .
From MSMI to Storytelling through Design: Annie Hu’s Creative Journey
Pictured above: Kirsten Lee, Distance Learning and Scholarly Communication Liaison, Nick Alongi, Head of Access, Information and Collection Services, and Carline Timmer, Library Support Staff, Annie Hu MSMI ‘21
Last week, Annie Hu, MSMI’21, returned to Fordham to donate a special gift to the Quinn and Walsh Libraries—Unfolding Chinatown NYC, a not-for-profit pop-up book that brings to life the energy and history of one of New York’s most iconic neighborhoods. As part of this project, Annie had the honor of interviewing Academy Award-winning director Ang Lee, adding a meaningful layer of cultural insight to her work.
Nicholas Alongi, Head of Access, Information and Collection Services at Fordham said, "We are thrilled to add this beautiful and unique title to the collections at Quinn and Walsh. This was a wonderful opportunity to support the excellent work of one of Fordham's graduates and we look forward to sharing these books with the Fordham community."
During her time at Fordham, Annie wore multiple hats—serving as Head of Events for the Tech & Entrepreneurship Club, Head of Public Relations for the Chinese Business Society, and a graduate assistant in the Admissions Office—all while maintaining a 4.0 GPA.
After starting her career as a global strategist and creator at McCann Worldgroup, Annie is now focused on building her own product design company, crafting collectible, story-driven products that spark curiosity and celebrate the magic of everyday moments.
To follow her creative journey or collaborate, please feel free to reach out to hello.anniehu@gmail.com.
New York Auto Show
Every year, Will Pyo, MSMI'25, visits the New York International Auto Show to see how Hyundai, Genesis, and Kia are evolving their cars. It’s a good practice for all marketers to get hands-on experience with their Brands and their competitors. Will breaks down the thinking and strategy behind the different automakers and their specific models.
This year, he observed how Hyundai is aligning its electric and gas-powered flagship SUVs, e.g., IONIQ 9 vs. Palisade, EV9 vs. Telluride. “It’s clear Hyundai is creating strong options in both electric and traditional models,” said Will. He even took a ride in the IONIQ5 N and sat in the front seat of every Hyundai, Genesis, and Kia model.
Will also noticed that Hyundai is taking bold steps with luxury and performance. Genesis showed off a concept hypercar based on its top sedan, while Kia’s electric and gas vehicles now look almost identical, possibly signaling a shift to more premium, EV-focused offerings. Separately, industry press noted that many of the Asian automakers are very concerned about the tariff situation and are looking to shift production to other locations.
Next up
Graduation !! May 20 and MSMI Alum Panel Thursday, June, 12.