Sponsor (Nov 1946-Oct 1947)

man's belief or disbelief in research. How this can be controlled, since account executives are notoriously wary of permitting client contacts other than their own, is a matter that has to be settled within each agency. In some cases it never will be possible for research to have direct access to the advertising, sales, marketing, and research executives of the advertiser where the agency account executive can and does restrict client contact to himself. A sizable problem in client-agency relations on the subject of radio research is who should pay what. Not so long ago Procter & Gamble decided that all charges for rating services, even those ordered directly by P&G, should be paid for by its agencies. This dropped into the lap of Compton and the other P&G agencies a fixed fee that had to be deducted from their earnings from the soap account. Most agencies with research departments have arrived at a broad concept of where the money that pays for research will come from. If the research is being used to enable the agency or any one of its departments to function better as a unit within the agency the bill is paid for by them. If, on the other hand, the research effort is being expended 100 per rent for a specific client and the facts deceived therefrom are to be the property of the client then the latter is usually billed for the project. In most cases it is clearly understood in advance approximately what the research effort will cost and the amount is included in the advertising budget. Although this is the general approach to who pays what in research this doesn't mean that every case is handled on this urle-of-thumb basis. Frequently a radio campaign does not attain its objective, and the agency, in order to hold the account and/or justify its judgment, will engage in an extensive survey project which it not only initiates itself but which it conducts without giving any prior information to the account. In these cases the full bill is absorbed by the agency. Agency research plays a big part not only in getting new business but also in holding it. McCann-Erickson recently released a study of the cosmetic business — a business which had been hit far more drastically by the postwar readjustment than other luxury items. Outwardly the study was a service to business in general and the beauty products field specifically. However the trade-wise, knowing that McC-E had at least five important manufacturers of beauty products "in the (Please turn to page 60) We Got 'fm.» HIGH in favor. ^TETM m •America foremost Stasis of Western Songs "The Texas Rangers" transcriptions of western tunes are tops in quality of content. The price is reasonable — scaled to the size of the station and market. Available, too, at cost is an attractive song book for give-away or self-liquidating offer. Write or Wire for Complete Details The Texas Rangers AN ARTHUR B. CHURCH PRODUCTION Geo. E. Hatley, Mgr. Syndicated Featurei PICKWICK HOTEL, KANSAS CITY 6, MO. low on the dial ITS MUTUAL Represented nationally by EDWARD PETRY & CO. TELL IT TO IOWA'S Want to reach farmers? Then you'll want WMT in Eastern Iowa — in the heart of the greatest fanning country on earth. W ant to reach factory workers? Then you'll want WMT in Eastern Iowa — where half of the richest U. S. state's income derives from steady industries. Whatever your story, you'll find a prosperous, loval. listening audience in WMTland! Ask your Katz representative for details. 6U0 kilocycles 5,000 watts Day & 0 WITH WMT! SELL IT WITH... WMT CEDAR RAPIDS The Station Built By Loyal Listenership . . . Now in its 25th Year! BASIC COLUMBIA NETWORK Night Member: Mid-States Group OCTOBER 1947 47