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Three award-winning Chicago timebuyers speak openly on what they save, throw away — or don't even see
Of the wastebasket
Porter: Lots of material that comes really doesn't say anything.
Monahan: Wastebaskets are usually filled at the end of the day.
Gredell Good station promotion should be current and factual.
it in my file — or pass it to the other people who have not seen it. . .
"Junk mail or other pieces that we can not use is thrown out by my secretary so I don't even get to see it. My secretary doesn't even bother to pass on all these things that say 'I'm first in Hooper,' 'I'm first in Pulse' and 'I'm first in Nielsen.' Millions of those come in every day. I don't even look at them."'
Mary Porter. "We get about 10 to 1 2 station presentations a day, on the average — some days more, some days less. I look at everything that comes in; I certainly don't read it all. I try to get far enough into it to see if there is anything that I need, or want, to know. If there isn't I frankly don't finish reading it; it goes in the wastebasket. If it's something that
I am interested in and that communicates some worthwhile information I file it in my market folder. . .
"I look for material that tells me something. Lots of the material that comes in really doesn't say anything when you get right down to it. Then, of course, there will be some things that will be helpful and useful to one buyer, when another buyer, because of the type of buy or different guide-posts, has no use for it. I am interested in something that tells me about changing facilities or new programing, or if there is a particularly strong new personality on the station. Coverage maps I don't get much out of, frankly. . .
"Competitive information is of particular interest to us because of the nature of our accounts. Obviously, Pepsi and Coke and a lot of
the local soft drinks are very active in the same markets that we're in and it sometimes gives us a better guideline on what our particular problems in those areas may be. . .
"Biographies aren't that important to me, except as an indication of how long the personalities have been with the station. When you have a station whose d.j.'s have been with them five or ten years it indicates a certain stability, as opposed to a station where everybody's a fuzzy-cheeked young lad fresh out of college and with the station only two months. . .
"It's hard to say exactly what gives us the information we need. Programing information is particularly helpful to me because, for the most part, we're buying a particular type of programing. It would be a big help to see more detailed pro
December 21, 1964
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