U. S. Radio (Jan-Dec 1960)

report from representatives WORLD MUSIC FESTIVALS Radio's grand tour of festivals here and abroad continues the CBS Radio Network commitment to great music through the summer months. Now in its fifth season, the series takes listeners to Salzburg, Bergen, Bayreuth and many other nctable gatherings of the world's foremofef musicians. In all radio, the World Music Festivals are the kind of company you keep . . . OXLY ON CBS RADIO Represent-afive Broadens Scope Of Local Market Information A growing mmiljc'i ol inanulac Hirers are becoming increasingly aware of the importance of the fact that every national or regional product is eventually sold locally, and subject to most of the coiulilions peculiar to each individual market. As a result of the acceptance of the thcorv that "all business is local, " many firms increasingly are turning part of the responsibility for placing campaigns for nationally advertised products in the hands of local (Iistril)ut()is and brokers. Radio's al)ilitv to make nationally distiii)iued iikmc haiidisc a '■member of the family " has long ceased to be a matter for <lis( iission. However, with national advertisers becoming incieasingly conscious of local market problems, stations and representative firms are expanding the scope and depth ol the individual market data and inec haiulisint" assistance that ihey are making available to advertisers and their agencies. New Operation As an example, on the West Coast the firm of Feltis 'Dovc/Dcver/Cannoii. Inc., Seattle, recently added a marketing division to its operation. In discussing the emergence of local distributors and brokers as "consultants in the placing of campaigns lor nationally advertised jjioduc is," Hugh Feltis, president of the firm, says, "we feel that the interests of stations can best be served by pro\iding these brokers and distributors with marketing and merchandising counsel tailored to their spec ific sales and distribution areas." The marketing division, according to Wynn Cannon, vice president, marketing services, concentrates on acquaiiuing the advertiser or his agency with the specific individual (jualities of a market as it relates to the product. In order to obtain local data that is accurate and avoids generalities, Mr. Cannon says, Feltis/ Dove/Dever/Cannon maintains a marketing man to siiicU the movement of given products in s])ecified markets. "He works closely with local brokers and disti ibutors, gathers firsthand information: Retail price, instore displays, tiniiover, comjjarative sales figures, i)rancl image. Thus," it is pointed out, "he gets a realistic picture of the pioduct 'personality' necessary to determine an effective sales approach. His information is (oordinated by the maiketing division's staff. Ihe results are tfien ])resented in a brochure to the advertiser or his agency." WHien the on-the-air campaign starts, it is explained, the local station's staff uses the marketing information from the representative to support the conmiercial messages with intelligent merchandising aids to the retailer. For example, during a receiU campaign lor a national brand in Yakima, \Vash., a station received coopeiation fiom nine Super Duper supermarkets, two Layman markets, three Serve-U's, two Thriftway supermarkets and four independent grocers. Many stores gave riewspaper tie-ins. Letters to 125 stores in Yakima and surrounding cities received good response, and cooperating stores were contacted for lag-line information, according to .\lr. Feltis. Important Link The firm considers its new marketing division an important link in the distribution of goods from the manufactuier to the consumer. A station in the small-to-medium regional market, Mr. Feltis explains, is the advertising medium closest to the consumer before poiiu-of-purchase display. The current market data from the representative, gathered by local people with first-hand knowledge ol their markets, helps the station to play a larger part in moving national products from store shelves to hcmics. • • • 62 U. S. RADIO Aiiffiist I960