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Jacquelin Molinaro, Cole, Fischer, Rogow, Inc., Beverly Hills, feels that the reps are not servicing the agencies the way they should. '"The current demand for prime time in radio has created a seller's market. This has created a trend among the reps to become mere order takers, rather than imaginative and informative salesmen. Pushing the top station does not necessarily mean it is always the best buy for the client. And the buyer is often advised, in a take it or leave it basis, 'here are the availabilities . . . better buy them now before we sell them to your competitor.' These spots usually wind up rammed in between three or four others in addition to a couple of station promotion spots." Jacquelin also believes that many of the station rate increases do not reflect sound economic thinking. "There's no ilexibility for the volume buyer. And, the buyer who wants to buy 60, 70 or 100 spots per week doesn't get any price break with his large order. The fantastic premium some stations charge for traffic time would lead a novice to believe no one listens to radio except during peak hours."
Beryl Seidenberg, head timebuyer at Kastor, Hilton, Chesley, Clifford & Atherton, Inc., New York, feels that in some agencies the timebuyer plays too small a role in planning and executing campaign strategy. "Off on a small island with two one-way telephones, availability sheets and rating data, the buyer makes errors because he
doesn't know enough about the cli. ent's objectives. He gets the word on the incoming phone, checks his data, and buys via the outgoing line. It's a bleak picture and can result in quite a mess." Beryl notes, however, that at her agency the buyer works in conjunction with other departments, attends client-agency meetings, learns the history of the product and. at the same time, gains a fuller understanding of the client's aims. "The buyer is a field worker and has access to the best source of information on availabilities, costs, programing, station trends and new developments. He may spot a certain slant in the copy that a particular station might be reluctant to air. Thus, the rote buver does only half a job. Communication and interdependence are the keys to intelligent buying and the source of the successful campaign."
SPONSOR
3 OCTOBER 1959
"NATURALLY, I LISTEN TO KFWB"
"For the satisfaction I get from a perfectly tuned, precision machine that makes a winner, give me sportscar competition.
In the realm of broadcasting, that same precision . . . perfectly tuned . . . comes through to me with KFWB ... so, naturally, I listen to KFWB. It's a winner!"
The KFWB audience gives you more men, more women, more children . . . more everybodies . . . than any other Los Angeles station.
Buy KFWB . . .first in Los Angeles.
6419 Hollywood Blvd., Hollywood 28. HO 3'
ROBERT M. PURCELL, President and G>lAMES F. SIMONS, Gen. Sales Manr. Represented nationally by JOHN biAi ^ fc CO.