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DONT
OVERLOOK THE CENTER...
OPEN MIKE
'Hogwash'
Editor: This is an open letter to your Monday Memo guest. Craig Moodie of Armstrong Cork Co. (Broadcasting, Sept. 16).
In my estimation, this is hogwash.
Doesn't Mr. Moodie realize that most of his dealers carry a large variety of lines other than his Armstrong line? Doesn't he realize that most of these other manufacturers are also spending money on a national level? How can a dealer pick up the tab 100% for each ad he carries to follow up at a local level? As for the local station getting a group of dealers to split a co-op ad campaign locally, these men are competitors. Why get together to boost the other fellow's business?
If the local follow-up is as important as Mr. Moodie feels it is — and I agree with him that his national advertising dollar is being largely wasted without that local follow-up — then let Mr. Moodie's company do one of two things: increase its ad budget to allow local dealers some co-op money to add to their own on a local level, or sponsor a Danny Kaye only two-thirds of the time so dealers (can be given) some help. — Cy Newman, president, HD Productions, Bon Air, Va.
Subscriptions for Congress
Editor: The Missouri Broadcasters' Association appreciates the coverage given our delegation's trip to Washington (Broadcasting, Sept. 16). Since your magazine is by far the industry leader ... we are wondering how many of the Missouri congressmen and senators subscribe to it. We want to purchase subscriptions for all those who do not take Broadcasting. — Don C. Dailey, president, Missouri Broadcasters' Association.
The last word?
Editor: I regret that I was not explicit enough in my letter (Broadcasting, Sept. 16) so as to obviate the necessity of the letter from Mr. Rosenblatt (Broadcasting, Sept. 23).
To clarify my position, I was referring specifically to the material from Sears. And I was also referring in general to the proliferation of "news releases," "public service announcements" and "new product information" which radio stations get from commercial enterprises.
This commercial material, regardless of source, should not be broadcast unless it is paid for. We carry enough legitimate public service without using the commercial material for free. — Robert T. McVay, owner, krsa Salinas, Calif.
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"THERE IS NO SUBSTITUTE FOR INTEGRITY"
THE KATZ AGENCY, inc.
National Representatives
24
BROADCASTING, October 7, 1963