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A GREAT
Southern Market
Population
Combined: 1,000,000 Urban only: 131,000
Johnson City 34,CCO
Kingsport
Bristol
Elizabethton
Greeneville
33,000
:o,cco
20,000 8,CC0 Erwin. 6,000
Industry
Plastics
Textiles
Bookbinding
Hardwood flooring
Hosiery
Rayon
Silkmills
Furniture
Foundries
And many others
jgpr Agriculture
Tobacco: 100,000,000
pounds sold annually Beans: World's largest market Dairy Poultry Livestock
tgg~ Tourists
Heart of TVA recreation area. Gateway to Great Smoky Mountains
Wealth
Highest income bracket
group in South Richest and most thickly
settled rural communities
in South
WJHL it the only full time
regional
station serving this area.
Thirty
two BMB counties with
85,020
BMB radio homes. WJHL
is "most
listened to" in ten of its
32 BMB
counties
John E. Pearson Co., — Re
910Kc
WJHL
ps
5000 Watts
Johnson City, Tenn. ABC Full Time
Small Markets
LiflkV slnlious irrilalo agencies; Sponsors would use I ho in. but —
More sponsors and agencies had ideas about what NAB could do for small market stations than had ideas about any other section of this Evaluation. Contributing ideas were 63 sponsor and 39 agency executives. They were from all departments, even including an agency copy man.
Sponsor executives look upon small market stations just as they look upon small town weeklies. But they find small market stations much more active in trying to obtain their slice of national advertising budgets. That makes them more troublesome to national advertisers' sales and advertising managers. It also provokes some pertinent observations on small market station operations and the NAB's small market station committees.
"I can't blame a local market station for trying to get some of our spot advertising," said one food manufacturer's general sales manager. "However, it is my feeling that their association (NAB) ought clear to figure out some way to enable me to buy advertising at the same cost per listener that I buy it for on regional and channel stations.
One agency man who came to the advertising field from a 250-watt station operation feels that no good can come from current agitation for another broadcast ng association. He stated that multiple associations in the broadcast field prevent the unity which must prevail if broadcasting is to prevent the inroads of other media on radio's share of the advertising dollar. He understood why, but didn't like the fact that there was now an FMA (Frequency Modulation Association), a TBA (Television Broadcasters Association) and, in the work-, an FBA (Facsimile Broadcasters Association). There is a facsimile group in existence now but it's not in the form of an association, rather as an underwriter of certain FAX experimentation. This agency executive said: "I know that it's hard for a successful standard broadcasting station to see a new type of broadcast service take away part of its audience. But the entire field would grow faster and healthier if the NAB were big enough and honest enough not to carry the ball for any type di service but do the job for all."
Quotes:
"Small markets? There are no small markets, just markets where it' too expensive for u to sell our product-. Make iteas) and profitable to sell those markets
and we'll be using stations in them. Can the NAB do that?" — Canned meat products advertising manager.
"When small market stations deliver sales, we'll be using them. Let the NAB help them do that." — sales manager of national beauty product manufacturer.
"How can the NAB properly service small market stations and regional as well as clear channel broadcasters? When a decision is to be made about a policy matter which involves a number of small market stations within the orbit of a 50,000 watt station no association can serve the best interests of all." — small adveitising agency radio director (he's the department).
"The BMB part of the NAB operation has no doubt helped a number of small market stations. It has also made it impossible for a number of small market broadcasters to sell what they have. It might be interesting to have an executive v.p. of the association for each type of broadcast operation and let them fight for their 'clients' within the association. Then maybe radio would get somewhere." — timebuyer of one of the top 10 agencies.
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