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in the client's print campaign.
Station personalities. Every station has news or program personalities who have a rapport with the audience. Station managers agree close personal identification with and endorsement by a personality is a good pitch. Station men believe this is especially true of newsmen. When an announcer is wellliked he is a good seller, because he has an air of believability and reliability associated with the news.
Public service. Many stations enter heavily in community affairs and public service to help establish a strong reputation as a public benefactor. Free time is often given to charitable, civic, and religious organizations, and announcements of community events are broadcast frequently.
Staff members are encouraged to participate in clubs such as Rotary, Kiwanis, Lions, Chamber of Commerce, and the Jaycees. Sometimes the membership dues are paid by the station.
Such community interest, both inside and outside the station, not only betters public relations and image, but may provide the same advantages for an advertiser. For example, WITN, Washington, N. C, station manager Bill Moore says: "We consider our main job to sell ourselves to the community with the services we render them. Because of our public service programing and properly balanced air schedides, we show potential advertisers how they will benefit by associating with a medium that has prestige as a community service."
Agency role. If the potential advertiser has worked heavily with newspapers, he is not apt to realize the extra planning that goes into radio. Probably he has been furnished with mats by product suppliers into which he simply dropped the price and logotype. It is a simple process compared to radio buying. Radio men agree thai any extra services often fall on the station. A willingness to do the added work to the best advantage of the advertiser can be a boon to the seller.
The storekeeper cannot write his own copy or continuity, so the station absorbs this burden. How should the copy be written? To
SPONSOR/29 October 1962
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<£* !■
WAVE-TV gives you 28.8% more MOTORISTS
— 28.8% more viewers, minimum !
Since Nov.-Dec, 1957, NSI Reports have never given WAVE -TV less than 28.8% more viewers than Station B in the average quarter-hour of any average week!
And the superiority during those years has gone as high as 63.6% more viewers!
More viewers = more impressions = more sales! Ask Katz for the complete story.
CHANNEL 3 • MAXIMUM POWER NBC • LOUISVILLE
The Katz Agency, National Representatives
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