Assuming the costs of reporting on such a basis can be lowered below the current quarterly reporting costs, I'm sure this is true.
I know the media industry would LOVE to be able to do this, but there aren't any systems currently in place (there are a few available, however) that would allow this.
By altering their structure to a day-by-day accounting, media concerns would be able to alter their guarantee timelines and become more responsive to advertising needs.
At this point, it can't be done on any timeline shorter than a month...
The downside to this approach (and a good reason it may not happen) is based on the concept that deals are best locked in over longer periods of time. If accounting and reporting can be done on a daily basis, the need to sign contracts longer than a week or a month would be eliminated, as demand would be able to shift to those suppliers that were "hot" at a given point in time.
It's a double edged sword. In the end, the consumers/buyers USUALLY get what they want, and this kind of accounting/reporting arrangement would REALLY work in their favor. So, if it becomes cost effective and technically feasible, I'd say it will become a reality. |
