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Raleigh-Durham the Nation's
Radio Market
has Greater
RETAIL SALES
than the 10th
Metropolitan
Market
28th Radio Market WPTF $2,545,732,000
28th Metropolitan Market $816,675,000
10th Metropolitan Market $2,503,361,000
Timebuyers at work
Dorothy B. Staff, Lennen & Newell, Los Angeles, feels that buying is a process of weighing many factors, rather than placing importance, say, on ratings or programing as such. "Once it has been decided whom the advertiser wants to reach," Dorothy says, "the buyer must study cost, time, ratings, programing, personalities and station loyalty. It is the over-all picture that counts, and this means weighing each consideration against the others." Dorothy recently had to decide between a top-rated independent station and a much lower-rated one in a market. Bv itself, the top-rated station seemed like an excellent buy, but when rates were compared, she felt that its greater total audience did not justify the buy. In addition, the smaller independent balanced itself out with the type of programing which she thought created a stronger listener-loyalty. "All factors."' Dorothy says, "should be considered in relation to the others. To make any single one a prime consideration is to distort your total perspective."
Jeff Fine, Doherty, Clifford, Steers & Shenfield, New York, pointout thai when competition, additional money or other factors necessitate planning a fast campaign, streamlining hasic buying procedure can facilitate quick and effective execution. "First."" Jeff sa\s. "before even phoning the reps, the media department should prepare a
complete list of markets it plans to use as well as stations most likely to he purchased. Second, cut out as much market data and rating references as you can. and get sour availabilities oxer the phone. Third, tell the reps how much monej you're going to spend in each market and probable allocation-. Fourth, state your advertising objectives to the rep. If you're going in fast against -(iff competition, for example, it V bettei to tell the reps frankl) what you're after than Bounder around in a moment of emergency. Fifth, the more latitude you give the reps the better. There's no time to quibble old tnaidisfil) about time segments, so make them .1 flexible as possible without missing ili« client's target. These procedures should get you moving fast."
Sl'ONSOH
1 ipril 1959