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"1 he world rolls along on basis of 'the radio said . . . ' "
"Keep pounding on success stories, station personality, promotional alertness . . . all the indices of radio effectiveness uhidi arc apart ironi mere ratings."
"Radio most surely deserves some specialized attention. It is not a step( hild todav."
"The national advertiser and his agency should take a better look at the results being achieved by local advertisers and agencies who place their advertising in other than the 'driving times' of 6-9 a.m. and 4-7 p.m. Local advertisers everywhere, knowing their own local market better and knowing the listening habits of people in their own community, achieve good results at other times."
"The trend is obvious, we believe, that the regional and national advertisers are getting better results from buying a handful of small stations lor sjjot campaigns than when they buy the networks. The reason for this is that although networks can provide better programs, the masses of people will cling to their local stations, with local news, local names, and local special events. Thus, to reach more ]ieo])le per dollar spent, the regional and national advertisers are moving in tiic dirtc tion of the smaller stations with their cluster of loyal lislcnerN."
"Tell llicm about ladio's general local flavor that cannot be ecpialled bv an\ mediiMii. Radio's low cost."
"Just tell them to forget the ratings and sell the sponsor on results."
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how Americai
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