Sponsor (Oct-Dec 1962)

Record Details:

Title:
Sponsor
Date:
Oct-Dec 1962
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Oct-Dec 1962)
Leaf #:
000288
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
March 28, 2024
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Why it pays to advertise your station in a broadcast booh BECAUSE YOU PINPOINT THE BUYER I n a personal interview survey of "top-billing timebuyers" made by the salesmen of a national representative firm 97% of the respondents specified broadcast books as their first reading choice; 95% as their second. How did the non-broadcast magazines fare? Only two votes for first; three for second. Which underscores a cardinal point when buying a business magazine schedule. Put your dollars where they impress readers who can do you the most good. Whether you are shooting for $2,000,000 in national spot billing or $200,000 the principle is the same. Sell the men and women who really do the buying. In the world of national spot placement actual "buyers" number fewer than you might think. Perhaps 1500-2000 "buyers" (some with job title, others without) exert a direct buying influence. Another 3000-5000 are involved to a lesser and sometimes imperceptible degree. Unless your national advertising budget is loaded (is yours?) we recommend that you concentrate exclusively on books that really register with national spot buyers. In this way you avoid the campaign that falls on deaf ears. a service of SPONSOR 64 SPONSOR/22 October 1962