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Finsnce
as an important facet of its promotion. The firm currently has spots on the Monday, Wednesday and Friday evening newscasts by John Wingate on WOR New York, it airs announcements on John GambMng's Sunday morning program on the same faciHty, and has schedules on four Long Island stations.
A newspaper campaign is now underway, and the "Watchful" slogan and the Great Dane symbol are being "merchandised" in ail media — including newsletters, reports, financial statements, etc.
on io
Radio is a medium that especially lends itself to the sounds, drama and news of Wall Street, as longtime sponsors like Bache and E. F. Hutton have found.
A flip of the dials shows that many more houses are involved in radio than in tv, but the bulk of brokerage house advertising still goes to print, although specific figures are not available. U |3 However, brokers seem to be
turning more and more to radio in an attempt to catch the ear of prospective customers.
A spokesman for Albert Frank-Guenther Law (an agency with a number of financial accounts) reports a general increase in radio usage by brokerage firms.
AF-GL's current radio clients include Smith Barney & Co.. Rache. White, Weld & Co. and Hirsch.
Smith Barney's approach to radio differs from I that of the usual broker — the house normally buys participation in dinner concert programs. Year
Paul H. Hedrick, president of Hedrick & Johnson, sees a bright advertising future for the securities field, with tv helping to break down
what he refers to as the "drab, stuffy" image of the business.
He views his client's use of tv as a step that marks the early stages of
Broker ads bypass tv
■ Television as an advertising medium is largely neglected or avoided by Wall Street.
One reason given is program format. Brokers have not found radio's highly successful five-minute stock market roundup a suitable vehicle for tv. Nor have more than a handful of firms tried spot announcements, while even less have shown enthusiasm for sponsoring a segment of a regular television newscast.
A look at two typical weeks, as reported by BAR (one each in July and August 1964) points up the dearth of video advertising by the financial community.
During the July week, the nation's brokerage firms, commercial banks, loan companies, investment institutions, and savings and loan associations, were active on tv in just 30 of the top 75 markets. A
total of 216 spots was aired by only 23 sponsors who collectively spent $15,683.
The number of advertisers i dropped to 18 during the August i week. They bankrolled 161 an
Tv has created a household image for the "lionized" Dreyfus Fund.
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