Sponsor (Oct-Dec 1962)

Collins asks liaison. Referring to the NAB's "Build Radio with Radio" campaign, Collins said, "I urge you to make ever greater use of this type of material. The NAB si. mils ready to work with your association in developing more effective ways to tell the good story of our industry. 1 think it would be well for us to establish a liaison committee to explore and plan specific cooperative undertakings as we pursue our common objectives." In a later session on "Building the Station Image," Mike Shapiro, general manager, WFAA (AM & IV), Dallas, commented that "selling your station to a customer, a viewer, or a timebuyer is no different from sellirig a commercial product from the store shelf. If the product is below standard, repeated advertising will not help." Other thoughts on building image came from Louis Read, general manager, WDSU-TV, New Orleans. "In addition to building an image in the area which we cover, it is also important to convey the proper image to national and regional advertisers." He reasoned that advertisers are unable to judge the station merely on the basis of onthe-air performance, and described an "advertising style" which his station uses to project station personality. "Let your likeness speak through your employees" said Marcus Bartlett, general manager WSB-TV, Atlanta, and "let your image be portrayed on your air by strong, local programing." He warned, "if you begin to get bored with promoting this image, your audience may just be beginning to notice it." Management advice. In a "Management Looks at Promotion" seminar, Storer Broadcasting regional v.p. Bill Michaels said that "the most successful promotion men first have a plan, then reasons for the plan, then know and understand the financial aspects of the plan. Finally, they can offer reasons for the successes and failures." Michaels also suggested that promotion men set standards for their campaigns, such as a specific rating increase or a specific sales increase. Panelists in session on broadcasting's image (L-r) Mike Shapiro, gen. mgr., WFAA (AM & TV), Dallas; Jack Harris, v.p., gen. mgr., KPRC (AM & TV), Houston; William B. Lewis, K&E chmn.. Dean Linger, dir., adv., promo., public service, Corinthian. (Below) Sessions were well attended Similar management advice came from Stephen Riddleberger, president of ABC Radio o&o stations. "Simplicity is often the keynote to resounding success. A combination of effective cooperative effort on the part of our o&co stations and a simple but well-integrated promotional plan has proved to be one of our most fruitful efforts in many years on the promotion front." Frederick S. Gilbert, general manager, broadcast division, Time, Inc., told BPA members how to get a better budget plus a raise from management. "Strive for better programing from your manager and promotion will be easy because of the better product. Management should also be reminded, by you, that the 'bad apple' will not succeed even with a terrific promotion job." Moderator for the management session was John J. "Chick" Kelly, director of advertising and promo tion, Storer Broadcasting. Discussing the many changes that continue to ride through the radio industry, speaker John F. Box, Jr., executive v.p. and managing director, The Balaban Stations, in a panel, "Personalizing Radio," emphasized that "radio will undergo a change in programing in the next few years. Radio's major need today is for more news." Added Lionel Baxter, v.p. radio, Storer Broadcasting: "All radio is good. The problem in this industry is that we fight each other too much. We should promote the radio medium, preserve it, and make a profit." Other working subjects discussed in seminars throughout the meeting were: fm promotion, uhf promotion, trade advertising, merchandising, market data, contests, stunts, and exploitation, newspaper and TV Guide advertising, and on-air promotion. ^ SPONSOR/5 NOVEMBER 1962 S5