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plus market technique. The basic requirement is for a willingness to go dig and an ability to use existing and available secondary data. Some lesser market station may, conceivably, not be receiving a full count from community antennae systems in its area. The trick is to be certain you include all their homes when they carry your signal; and just as certain another station isn't getting more credit than they actually have coverage. 4. The group buy. Unlike the
combination market, which is usually an area package, the group buy usually is a regional linking of stations and markets that, as one agency executive put it, "When properly assembled, documented, and priced can be considered because it offers new homes and doesn't cost too much. We can try it and see what happens." The same buyer suggested a West Texas group as having possibilities. Another saw a possibility for secondary markets in the states of Wash
ington and Oregon.
5. The local contact. Contacting the client is not a new development but it can backfire. Most agencies and national advertisers do not mind a station going to the client, at headquarters, after the agency has approved. Most agencies will expedite such a contact. What both the client and its agency abhor is the contact at the local level and, unless the station has properly briefed the local or re(Pleose turn to page 51)
Y&R computer laces real life'
Agency unveils High Assay Media Model System outdates linear scheduling concept A machine which makes media decisions
The shortest distance between two points — when the points involved happen to be advertising dollars and media effectiveness — is no longer a straight line.
Such is the conclusion of Young
& Rubicam, which last week unveiled its "High Assay Media Model" computer system. Cognoscente of the master-minded machines, agency research manager William Moran explained the de
A meeting of agency media minds
George H. Gribbin, pres. and chief executive of Young & Rubicam, takes a look
at the agency's new "High Assay Media Model" computer unveiled last week
parture from the age-old axiom and its application to agency problems. "The key for the advertiser," he said, "is the merits of the media, not just the size of the circulation, fn short, you can't just line facts up — you have to be able to assess them."
Y&R's evaluation of the computerized media selection problem and its "High Assay" solution, if successful, outdates the linear scheduling concept which is, itself, a "new frontier" of exploration among many agencies.
A practical media model, reminded Moran, must help in making decisions, must make provisions for handling information about depth of potential, effectiveness of advertising exposure, the effect of changes and frequency and the behavior of consumers with the media, the relative values of space and time units, color, timing, and countless other variables.
Media men who may be lamenting the "personnel" effects of such dynamic automation, could take comfort from the words of senior media director Joseph St. Georges. The system, said St. Georges, "will stimulate, rather than inhibit, creative media planning since it will free the media planner from statistical work and enable him to develop new and imaginative media schedules." ^
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SPONSOR /l October 1962