In the television business, most advertising is traditionally sold a year ahead of time, by a time-honored mechanism known as the upfront market. Randy Falco, the email-hating TV executive recently tapped to revitalize Time Warner's AOL internet portal, was surprised that the internet ad business doesn't work the same way. A correspondent witnessed Falco's debut at AOL's Dulles HQ: He was only around for the one day, but still no email address. Apparently does not understand the advertising model here and doesn't understand what dynamic ad pricing is. His comment was that it sounded insane to have anyone but finance set the ad prices.

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