U. S. Radio (Jan-Dec 1960)

WJAG-KCSR Covering Nebraska's Rich Beef Empire Where Agri-Business is Big Business report from NEBRASKA BEEF EMPIRE STATIONS ^VJAC — Independent farm voice • NE Nebraska since 1922. 29-county (NCS) miarliet— 1000 W.-780 K.C. — $498,675,000 Consumer Spendable Income— Retail Sales $424,447,000 — 31,490 radio homes — 42% more listeners. KCSR — Chadron, Nebraska, "Beef Empire" market — $411,870,000 Consumer Spendable Income— $297,120,000 Retail Sales— 70,540 radio homes. Commands 22yo to 56yo more "unduplicated homes." Represented Nationally By WALKER-RAWALT CO. New York — Chicago — Boston Kansas City — Los Angeles Stow we can offer you RESULTS wifh these IN Hartford (CONNECTICUT) IN Kansas CityiN Los Angeles (SPANISH LANGUAGE MARKET) IN San Francisco iSAN MATEO *TOP RATINGS IN AUDIENCE ir MORE LISTENERS PER DOLLAR ir SPONSOR PREFERENCE AFTER TRYING "BOTH" STATIONS For laclt » figures CAll A TELE-BROADCASTER STATION WPOP KUDL KALI KOFY BECAUSE WE PROGRAM TO PLEASE LISTENERS AND TO PROMOTE SALES Broadcast Advert-ising Is Subject of New Text Radio inanagcineiu and advertising conic under scrutiny in a new text Successful Television and Radio Advertising (McC.raw-Hill, 1959), written bv two executives troin the agency world. The co-authors are Gene F. Seehaler, media supervisor at Needhani, I.ouis S: lirorhv Inc., Chicago, and jack W. Laeinniar, account executive at |. W'aher Thompson Co., Ciiicago. I lie two (oUaborated on a siniihu work, publisheci nine years ago. When they decided it was time to update tiie work, they realized how much the broadcasting industry has (lianged since then. New Developments .\mong the new developments they've noted is tiie new role that radio plays today. Racho, say the authors, has established new programming and sales patterns in the last decade. While still -part of the broadcasting industry, it has evolved lo take advantage of its potentials as a distiiu live mediinii. For instance, the authors have ]K)inted out several differences between radio and television. One is the composition of the audience. A family or other group comprises the characteristic e television audience, explains the text. The advertising message must therefore l)e directed to a group. On the other hand, individuals rather than groups tend lo listen to radio, they say, so the sales message must be direc ted to a single person. Another consideration is the comparative low cost of radio. 1 his enables the advertiser to select his markets and define them more precisely than he can on television. Once they have established radio in a slot of its own, the authors describe and explain it. The book is designed primarily as a text. Radio is separated from television by sec tions throughout the book. In describing the role of the timebuyer, the authors stress the importance of the analytical awareness in his make-up. From planning, to purchase and throughout the duration of the campaign, they point out, the buyer must be aware of every fact and change that affects his purchase and must analyze the information objectively and accurately. From there, the text goes into the detail of the tiniebuyer's job. After stating the backgroimd information the buyer must have about the advertiser and his product, there are listed and described considerations to be made in the purchase itself. These include coverage, audience size and comj^osition, cost, availability, competitive programming and station service. In addition, they define and discuss the work of the timebuyer after the purchase is made. The timebuyer, state the authors, should be able to promote the program he has ])urcliascd. He should provide the advertiser with notification of rate changes. He slioiild keep up on availabilities so he can be in a position to consider changes to a more favorable time. He should be aware of any problems that inay come up in scheduling or producing the program he has purchased, and of any changes in the conditions under which the purchase was made. Multitude of Jobs Wlien time has been purchased on a hundred or more stations, the buyer's job becomes rather hectic, the authors acknowledge. "It is difficult," they conclude, "for the outsider to appreciate the multitude of jobs and requests which confront the timebuyer of an advertising agency." The book is part of the McGrawHill Series in Marketing and Advertising. • • • 52 U. S. RADIO January 1960