Sponsor (Oct-Dec 1964)

involved, will rely on outside service bureaus, in effect renting machine time. The third aspect of the media department of the '70s will be the increased use of specialists. The economic principle of "division of labor" is just being felt in media. By the '70s, the utilization of specialists for various media aspects will be far advanced. It is in this regard that we can sketch the organization of this media department of the future. Essentially, it will be made up of four levels: management, planning, research-analysis and buying. Few media directors will be of the "big-buyer" variety. Management of these large media operations will call for persons with an excellent grasp of administrative and management techniques, as well as the necessary knowledge of media and selling. Media directors will be paid for their ability to mold an efficient media team and sell it and the department's output to clients. The first operating level and the largest non-clerical group in the department will be one with a media planning function, whatever the title. It will be composed of people who are responsible for formulating, writing and presenting media plans. The media planner will be in charge of marshalling the facts from various sources and developing sound all-media proposals. He will be the organizer, the planner and the decision-maker in the area of dollar allocation by medium, by market segment and by audience category. The research and analysis section of the department will be the chief source of supply for the facts needed by the planner and the buying specialist. This group will be responsible for the machine aspect of the department and the application of the ADP capability to specific problems. People who will run this section of the media department of the future are today being trained in research groups in various organizations, not just in agency media departments. The final operating level, and the smallest group in size, will be the buying specialists. This is the obvious extension of the long-established trend in our economy of increasing specialization by job function. In the media department of the '70s, the actual purchasing in terms of reviewing availabilities (i.e., alternate courses of action) and ordering and confirming schedules, will be handled for the most part by machine. However, establishment of budgets and objectives, media contact, negotiation and coordination will all be handled by buyers specializing in the various media. These will be individuals experienced in negotiation in each medium, and more importantly, they will be people who know — thoroughly — the sellers of each medium. Where, then, will the timebuyer of the '70s fit in? The facts seem to indicate that except for that small group in the buying specialist area, the person today called "timebuyer" will function as an all-media buyer or planner in the near future. He will be responsible for developing the media plan and controlling the media budget. This will call for a person who has the ability to organize facts for analysis and marshall the services available in the department for this analysis. The "people" part of the media equation will still be present. The most valuable buyers of the '70s, like those of today, will be persons who have a complete knowledge of media. They will be buyers who, using this knowledge, can supply the advertiser with a schedule that is a "little better" and sells a few more cases of product "x" for the same dollar expenditure. These will be the buyers who grow with the times, who meet the challenge of new ideas and concepts with new techniques and enthusiasms for their craft.* CHARLES F. BUCCIERI: aspects of a market "The station reps, through the institution of such devices as "P" and "Grid" cards, have placed an undue emphasis on cost-per-thousand, making this the sole criterion for the buying and selling of spot time," says Charles F. Buccieri, associate media director for Young & Rubicam. He strongly believes that important aspects of a market, "such as audience makeup, time of day, day of week and program environment," should also enter into determining the cost of a spot. "Too often," Charlie continues, "these important characteristics are overlooked when the rate cards are prepared. Certainly these are the factors that play a part in determining the best buy for the client." With Y&R since 1955, Charlie directs the planning and time and space buys for the following accounts: Procter & Gamble, General Electric, Life magazine, Arrow shirts, Travelers Insurance, Royal Typewriters, Spalding and FritoLay. Prior to Y&R, he spent a year with Compton as media researcher on such accounts as Mobil Oil and P&G. He first entered advertising in 1952 as a researcher for Benton & Bowles. Charlie is a graduate of Boston University's School of Public Relations, and holds a B.A. degree. He and his wife have two sons, ages 12 and 5. A family man, he enjoys fishing and reading whenever he finds the time. November 9, 1964 43