Sponsor (Oct-Dec 1962)

iiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM WHAT ARE YOUR PHOTO REQUIREMENTS? "HADIBUTKNOWN" Vv hen we show a prospective client jusi a few samples of our publicity photography, he more-than-likely exclaims, "Hadibutknownl" This puzzles us for a moment but then he continues, nodding with approval. "Such fine photos," he says, "such fair rates ('did you say only $22.50 for 3 pictures, $6 each after that?') — and such wonderful service ('one-hour delivery, you say?') — why, had I but known about you I would have called you long ago." Well, next thing he does is set our name down (like Abou Ben Adhem's) to lead all the rest of the photographers on his list. Soon, of course, he calls us for an assignment and from there on in he gets top grade photos and we have another satisfied account. (Here are a few ol them: Association of National Adver tisers — Advertising Federation of America — Bristol-Myers Co. — S. Hurok — Lord & Taylor — New York Philharmonic — Seeing Eye — Visiting Nurse Service of New York.) Why don't you call now and have our representative show you a few samples of our work? BAKALAR-COSMO PHOTOGRAPHERS 111 W. 56th St., N.Y.C. 19 212 CI 6-3476 the area as the 54th market. The implied strength of a supermarket, in this area, telling a national advertiser that "We use only WMTW-TV" was only part of the impact. Because the station had cemented its local contacts they could get data to prove to a potential advertiser what the station had done and could do. 6. Promote the market. The lower on the list of ranking markets the more a market needs overall rather than competitive promotion. As more than one agencyman said: "The smaller the market the more everyone in that market wants national advertising. Instead of fighting each other they might take a tip from a much greater market (Nashville where three tv stations started a joined promotion drive) and get together to boost the town or the area or the region. The trouble is the smaller they are the less likely they are to think big." Minor market tv management also faces another problem, one that has serious implications for all of video. In their drive for more revenue and higher profits few are thinking of tomorrow. Management pushes the station manager who pushes the sales manager who pushes the rep and the salesmen. As fast as someone shows any ability to deliver dollars he is snapped up by a station in a higher market. The smaller markets are running sales schools for the medium and major markets; and no one is getting a real grounding in the basics of advertising or television. fust as major league baseball today has expanded beyond the ability of its farm system to provide the talent required, just so is television depleting its farm system by drafting its executives before they are truly ready. ^ IRTS TOP MEN (Continued from page 35) from every branch of the radio/tv industry. All facets. Digges said IRTS "is one helluva organization!" He said it offered worthwhile things to "all facets of the industry" and like other officers of the society, he singled out such organization attri butes as the Timebuying and Selling Seminars, the Round Table luncheons, the Collegiate Broadcasters Conferences, the monthly Newsmaker luncheons, the Gold Medal Award Dinners and the Production Workshops which will be reactivated this semester. Nor is the social aspect of IRTS something to be overlooked, said Digges. Since radio and television today are global matters, it was logical that the society change its name, Digges observed. "Television is global and most people in IRTS are involved in global aspects of tv," he noted. "Moreover, there is quite a community of foreign broadcasting officials, many from England, Australia, Japan and other lands stationed here — and these are logical candidates for membership in our organization." He pointed out that some 300 or more foreign broadcasters visit CBS alone every year and that many of these visitors attend IRTS functions as guests of network executives. Digges also envisaged the day when IRTS would be far more active in other American cities as well as in key cities overseas. Real spark plug. As in many organizations, there is always one individual who must perforce tie all the strings together and perform the arduous leg work so necessary if an organization is to operate smoothly. In the case of IRTS it is Claude Barrere, its executive director. This energetic figure, who has been with the organization virtually since its inception, said the objectives of the society have always been very clear. "To serve all areas of broadcasting and allied fields," he told sponsor. He said that a perusal of the 25 or more diverse activities of IRTS will confirm that essentially all of them satisfy this requirement. Serves industry. Members of the organization did indeed feel, before the change in the name of the organization was made, that the elimination of the "vague yet confining word 'executive' would certainly broaden the membership base." Said an RTES board memo at the time it was proposed to change the name: "There is currently no single umbrella society or grouping in our industry. This 52 SPONSOR/1 October 1962