International Commerce International Marketing Internet Advertising Internet Economy Internet Media Internet Prod. Commentary Online Advert. If you look beyond the web, you'll quickly see that his suggestion is not without precedent. They assign editorial coverage to fit the planned book-size not the other way around. Broadcasters generally work with formatted segments, where ad avails for a given time spot are pre-determined.
Radio is similar.
But, forecasting is not an exact science. Despite careful planning, circumstances do arise, even in conservative businesses, where unsold avails do exist. The web market has a fair understanding of the remnant route. We've been less proactive, as an industry, at building a pipeline of filler ads. Every magazine I've been involved with has had a drawer full of such ads, with permission to run them as we see fit, free of charge.