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report from RAB
on the NEW WCOL
ACTION: Client purchases spot package . . . WCOL prepares "fluff proof" taped commercials . . sales message is single spotted delivered during "selective . pro gramming", rated FIRST in 60 seg ments from 9 a.m. to midnight (Pulse, Hooper, Nielsen) REACTION: People listen . . . people hear . . . people buy! MORAL: Get greater sales action through listener reaction, on the NEW WCOL!
THE NEW
CAPITAL STATION COLUMBUS 15, OHIO f^fJ^ 24-hours-a-day-broadcasting
Represented by:
robert e. eastman • CO., i^
(©
35 YEARS OF
RADIO WITH A REASON
WTIC
50,000 watts
HARTFORD. CONNECTICUT
Serving Southern New England
REPRESEN T^p B V
THE HENRY I'. CHRISTAL
Station Presentations Using Show Business Techniques
Radio stations today arc leaning toward more punch in their i)resenlations, more showmanship in their selling, the Radio Advertising Bureau states. This fad is indicated by station response to a new -^Dnim coloi slide presentation just released by the association. The presentation is designed to add a new "show biz" dimension lo station jiresentat ions— and at the same time give s.desmen an easy-to-use pitch that (In, ills radio's big pluses for advertisers in the I9()0's.
In addition to the new slide ])iesentaiion, R.\H has rcceiuiv piodiued these sales tool: (1) a s|)C(ialiy imprinted acetate sheet which ac(ompanies a new R.\B printed presentation and is designed to emphasize a specific tv shortcoming; (2) a series of tapes featuring '?() outstanding connnercials of individual retail categories; (.S) a fi\e-minute laj)e recording with humorous overtones designed to be played as a prelude to a new R.AB presentation.
The new slide presentation— titled "Sound Selling in the Sixties"— throws into focus radio's selling power and phenomenal growth. I liirty 35mm color slides are included in the presentation, along with a complete working script for use by the salesman making the ac•iial jjitch. The script covers an iniioduc tion. a text for each of the 30 slides, plus a closing that's written to give the salesman a smooth transition from the overall radio pitch into his own station story.
Tile slides are sized to fit any standard 35mm viewer or projector, an item oAvncd bv at least one of
the persoiniel at almost every U. S. radio station.
The presentation has the special advantage of being easily localized, says the RAB. Stations can document their own assets by taking the desired pictures with a 35mm camera. Station rate cards, endorsements by local advertisers, coverage maps, pictures of leading retail stores that are station clients and pictures of station personalities can thus all be easily integrated into the overall presentation.
In the presemaiion, special emphasis is placed upon radio's growth in the years since tv entered America's living rooms. It reports a jump of 1 1.2 million radio sets sold in 1950 to more than 80 million sold last year.
Role in '60's
In keeping with the theme of the presentation— radio's role in the new decade— set sales are projected to li)(")5. Based upon demographic and sales analyses, set sales that year are projected to hit more than 20 million, accoiding lo R.\B.
Based upon the same procedure, tv set sales five years from now will Iiit six million. The RAB slides reveal tv set sales dropped from 6,132,000 in 1950 to 5,719,000 in 1959.
.\mong other highlights of the presentation are radio's out-of-home reach; the number of new radio listening posts and their function for advertisers; a comparison of radio and tv coverage in the nation's rich and growing suburban areas, and the medium's tremendous "last word" selling advantage. • • •
.RAB'S NATIONAL SALES TREND OF THE MONTH,
While many of the nation's leading multi-product companies have always bought radio for one or more of their individual lines, they don't as often make a blanket radio buy for all the products they market. Recently, however, one of the country's major advertisers that made just such a blanket buy on a corporate level, currently rotates its radio advertising among a great percentage of its varied brands. RAB's national sales force is now bringing the mechanics of this intriguing corporate buy to the attention of many other companies in similar situations.
U. S. RADIO • September 1960