Sponsor (Oct-Dec 1962)

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Why it pays to advertise your station in a broadcast booh BECAUSE THE TIMEBUYER IS KING JL here's nobody better qualified to advise you how and where to invest your national advertising dollars than your own national representative. He'll tell you that the timebuying system really works. Which means that at any of the top 50 (or top 100) advertising agencies placing national spot business the recognized timebuyer, backed up by his supervisors, decides which stations get the nod. Sure, there are exceptions to the rule. Of course there are some account executives and ad managers that exert a heavy influence. But, by and large, the timebuyer is king. Reaching the timebuyer, and the other men and women who strongly influence a spot buy, is a job for a specialist. That's why the several thousand timebuyers (by job title and job function) who buy national spot read the broadcast books. Moreover, they rely on them. They rely on one or two favorites almost to the exclusion of all others. Buy broadcast books to give your national campaign impact where it will do the most good ... at least cost. a service of SPONSOR