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THE QUESTION:
How Is Netivork Radio Bought Today?
Mr. Hoffmann, director of radio, BBDO,
outlines five reason why lie believes netivork radio is bought today. Broad coverage and iniiiiediacy are among the important features. He suggests that although network radio has changed considerably., its future is none the less secure for it.
WILLIAM HOFFMANN JR. DIRECTOR OF RADIO, BBDO INC., NEW YORK:
Most radio network purchases are made today for clients seeking extensive national coverage and low cost frequency.
Some of the things that advertisers look for in a network buy are these:
(1) Largest accumulated total audience and frequency available at a reasonable cost — not necessarily the lowest cost.
(2) Strong affiliated stations in important client markets.
(3) Compatibility of existing programming with the sales message.
(4) Availability of total broadcast day programming to allo^v strategic commercial placement.
(5) Promotion, merchandising and editorial support.
There are, of course, some excep
tions to these guideposts. The benefits of a strong on-air personality will often outweigh cost and frecjuency considerations.
Another point to be considered in the buying of network radio is that the total "spread" can be increased by using more than one network. However, frequency is then sacrificed, as well as merchandising and promotional support by an individual network in most cases.
CBS Radio alone of the four national radio networks is basically l)uilt on the old block programming technique, whereas NBC Radio, ABC Radio and Mutual Broadcasting System devote most of their time to news and news in-depth programming.
Exceptions to the latter, of course, are NBC's Monitor (although this show has elements of news and news analysis) and ABC's Don McXeill's Breakfast Club and Eydie Gorme Shoiv.
Network radio has the inmost ot
flexibility. Literally overnight you can get on the air with broad national coverage. This can be extremely important if there is an emergency or a shift in sales strategy.
If a sales campaign is lagging, for example, a client can jinnp on the air almost immediately through network radio and try to hvpo the sales outlook.
Netwoi k radio coniinues lo perform a valuable function for advertisers. The great emphasis today is on news and information programming, which appears to be a sound approach for both networks and affiliates.
Beyond this type of programming, the networks have tried to fill the role of companionship rather than entertainment as seen through some of the personality shows that are on the air.
The role of network radio has been altered considerably the past few years, biu its future is none the less secme for it. • • •
V. S RADIO
August 1960
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