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RADIO BASICS
AM & FM
You'll find comprehensive data on in and out of home listening, SPOT and network trends, set production, seasonal changes, hour by hour patterns and the unique and growing auto audience.
It should be on every desk of every one in your shop who is in any way involved in the purchase of radio time. They're so reasonably priced you just can't afford to be without them.
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Timebuyers at work
Lucille Widener of Victor & Richards, Inc., New York, feels that "the advantages of working for a small agenc) are numerous. The responsibilities are numerous too. The buyer work? direct U with the
media director and meets all the (Mints personally. In a recent article on timebuyers, a vice presidenl and media director of a large agencj admitted that the buyer, unfortunate!), rarel) sees the client in order to explain win program B is a better buj than \. even though B's cpm is higher than \">. The smaller agencj timebu\er has a chance to explain the win's and wherefores of a buy. The promotional pieces that are sent in b\ stations to the timebuyers are very important. Last \ear. a station in Salt Lake City, I tah. sent a success story in on their morning man. He had received thousands of orders for a certain mail order item. \\ e filed this — not only in the files but in the back of mu mind. \\ Inn the next radio campaign got under wa\ for one of our client-, we ordered this morning schedule and ran for weeks and weeks. Result — the station got hillings and we recehed order-. It is a good idea for representatives to send success stories and promotional pieces."
Carole Lewis of Papert, koenig. Lois. New ^ oik. points out. "The trend among advertising agencies, large and small, towards mencreative copy places an added responsibilih on timebuyers. Obviously, the necessit) to put more originalit) into commercials, to make each sell more effectivelv. is a result of our more competitive
economy. Each expensive unit of time must work harder if it is to produce the same amount of net profit for the advertiser. I his extra effort cannot he limited to the creative department. ^ ith belter tools to work with, better radio or television commercials, the Inner has an even more stringent responsibilit) to put them to best use. The content of the commercials, the particular appeal of their selling approach, must be considered in selecting time, programs and stations that will most accurately match their direction. This blending of product characteristic -. creative direction and appropriate media selection can be a mosj stimulating challenge to a timebuyer — especially when one addto the blend, "And don't forget, keep the cost per thousand down.
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