For decades, the broadcasters took in more during each upfront market than the one before, except when recessions dampened advertiser demand.

Moreover, the papers sometimes can add pages if there is a lot of advertiser demand.

The rapid growth is primarily driven by the advertiser demand for ROI focused marketing, a trend that is expected to accelerate during a recession.

But with an average overall audience of 24 million people, "Friends" draws a large number of people in nearly all demographic categories, driving up advertiser demand and prices.

The ABC television network reported a sharp gain in operating income, with continued strong advertiser demand.

Janet L. Robinson, president and chief executive of the Times Company, said advertiser demand led to the creation of the positions.

She explained that advertiser demand for time was so great that Fox reaped the benefits of a spillover from the big networks.

But even in prime time, advertiser demand is soft.

The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand.

Magazines, facing an increasingly crowded marketplace, are more frequently bending to advertiser demands for more versatile and conspicuously placed advertising.