U. S. Radio (Jan-Dec 1960)

Record Details:

Title:
U. S. Radio
Date:
Jan-Dec 1960
Publisher:
New York : Arnold Alpert Publications, Inc.
Volume:
U.S. Radio (Jan-Dec 1960)
Leaf #:
000605
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
March 28, 2024
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U. S. RADIO • 1960 AUGUST What Can Be Done To Simplify Rate Cards? Reports from representatives indicate tliat major steps have already been taken to meet agency criticism of complex cards Agency executives conceined with the buying of national spot radio have been loudly urging the industry to make its wares easier to buy. They have pointed to many problems that are being worked on, such as the traffic in mailing announcements, the heavy amount of stationby-station billing and the often U. S. RADIO August 1960 clumsy follow-through on availabilities. But one of the biggest targets of criticism has been the need for more simplified and standardized rate cards. National representatives and the American Association of Advertising Agencies, too, have been concerned with the problem in an effort to lighten the agency man's task in quickly evaluating the cost and efficiency of midti-market, multi-station buys. When u. s. radio last April carried the exclusive report of the Radio &: Television Executives Society's questionnaire survey of agencies, many views of paramount importance came to light. When the agen 25