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"SPONSOR-SCOPE
Continued
Reps last week got assurance from Y&R that the application of the electronic computer to media selection will not reduce the importance of their function as bridge between stations and agencies.
These words of reconfidence came during the demonstration of how Y&R plans to use its new computer to make planning and buying more efficient.
The reps present were told that as a result of the computer the buyers would be relieved of much paperwork and thereby free for giving reps more attention.
Also this: the computer wiU be conducive to the rep applying more imagination to his selling function.
Consensus comment of the departing reps : we'll wait to see what the computer will want of us.
Cracked one rep salesman: with the computer our degree of contact with Y&R buyers can't be any less than it is right now.
BBDO has cancelled out as a subscriber of Hooper after years of association and become a buyer of Pulse's radio service.
The agency's basic reason for the change: it can get more qualitative data from Pulse with which to service its linear programing computer.
Obviously affected in no small way are the stations that subscribe to Hooper. The switch, which takes place after the three-months notice, deeply surprised radio reps.
Equitable Life (FC&B) must have found out that spot radio can do quite a job in selling insurance.
While right in the midst of a schedule in the running the insurance company has allotted an additional large chunk of money to the campaign.
The original plan called for two-eight week flights in over 125 markets with the use of multiple stations in each market and the strategy calling for the switching of stations in a market from one flight to the other. The second flight's under way.
Saturation's now upped to as many as 10 spots a week.
Certain reps express themselves as dismayed by the possible failure of stations in newly filled three-station tv markets to hold the rate line.
It's already happened in one case. The latest station adopted pretty much the same rates as the other stations but one of the older operations has broken the established pattern by offering bonus spots.
Such tactics, warn these reps, can only serve to depreciate the market. What's implied here is that if an advertiser can buy it at cutrate he's not inclined to put the difference in the same market.
There are plenty of spots in high or upper rating network tv nighttime shows available for November and December occupancy.
Colgate isn't the only one looking for relief. Colgate's is a case of overextension and a bid to flesh up the yearend profits, but the batch of others would like to save some money during the pre-Christmas spell when sales for them traditionally take on a diminishing trend.
Incidentally, it's now virtually up to Colgate's control agency, Bates, to find buyers for the cutbacks in nighttime participation that Colgate seeks for the balance of the year.
The networks have advised Colgate that if they come on any prospects for such participations it will be with the understanding that these buyers may have them permanently. This attitude, obviously didn't settle well with Colgate.
What the networks are bent on is discouraging this sort of subleasing.
20 SPONSOR/22 October 1962