U. S. Radio (Jan-Dec 1960)

THIS MARKET ANALYZED If you're buying for farm adyertisers in Mid-America, get your copy of complete agricultural market analysis — county by county figures of major crop and livestock. Kvrite KMMJ KXXX Grand Island Colby Nebraska Kansas 10,000 watts 5,000 watts 750 kc 790 kc or H-R Representatives Inc. FOR YOUR FREE COPY report from agencies Buy Time In a Small Market? "Tell Me Why," Say the Buyers Like any good product, a station nuist have a selling point. And when buyers of national time are solicited ijy stations, they want to know what the station has to offer to their client. This was the consensus of the agency tiinel)uyers who were asked this question by v. s. radio: "What can a smaller market radio station do to make itself known to buyers of national and iigional advertising time without prohibitive expense?" foan Stark, media group supervisor at Grey .Vdvertising Inc., New ^'ork, points out what a station nuist li,i\e before it siiould consider selling time to a national advertiser. "First of all. the market nuist have a national poteniial as far as advertising goes. Or else, the station nuisi l)c able to offer something iniique in its market. Advertising and Promotion "Station advertising and jjromotion are effective if well done." continues Miss Stark, ".\dvertising in tiadc papers is very important. Since we are part of the advertising business, buyers are likely to notice outstanding ads. Rut they must be good ads. They nnist have something that attracts our attention. "The same goes for promotion. If it is creative, and says something of interest to us, the buyer is likely to remember the station." John Nuccio, Benton it Bowles Inc., New York, media buyer, states that "the national advertiser will consider buying time in a small market if the profit merits the expense. Conversely, the station should seek out only those advertisers whose distribution represents a reasonable share of the local market. And don't ignore the local and regional dis tributors of nationally advertised products," Mr. Nuccio suggests. "If he feels his market has something to offer the national buyer, the station salesman shoidd make a sales call," says Bob Anderson of Sullivan, Stauffcr, Colwell X: Bayles Inc., New York. "There is no substitiue for personal contact. II he can't af^ ford to cover all the agencies he thinks he can sell, let him pick one that he feels is the most important to him — mayl)c the closest center to him — and make a visit there. Pick a market, work up a presentation and make a jiersonal call. "He can even make a list of those ])arlicular jModucts which he thinks should be advertised in his market. Then meet as many of the buyers working on those products as possible. He doesn't have to consume the buyer's time. He should come with something to say, and be able lo say it (juickly. And don't," Mr. Anderson says, "forget the thank you note afterwards." Ted Meredith, associate media director at BBDO, agrees on the importance of personal salesmanship. "Good promotion is effective, but personal contact is far better." Summarizing the factors these timebuyers believe to be important when considering fjuying on small stations, the follow'ing points were made: • Market must have national potential. • Station advertising and promotion are iinportant. • No substitute for personal contact. • Station should prepare factual and concise presentations. • National advertisers want profits to merit expense. • • • 54 U. S. RADIO • February I960