U. S. Radio (Jan-Dec 1960)

report from How Time-Selling Has Changed in 15 Years The vears since the close of World War II have been ones of major (hansjes for sellers of time. The situation is almost analagous to a thy goods shop evolving into a department store. As Avery-Knodel Inc. celebrates its fifteenth anniversary and looks back on its founding on September 17, 1915, the company declares, "It seems that these years have really been the ones that have matured ihe station representation industry. It used to be that all we were asked lo do by our represented stations uas to sell their time. "Today, our operations are vastly more complex — primarily because o( a real need on the part of radio and tv stations everywhere for far more services." Avery-Knodel emphasizes "that we still continue to be a selling organization. But today we offer stations sales promotion, research and even programming services undreamed of 15 years ago. We counsel them on local audience promotion, on rates, on audience research and on just about every phase of station management as well as national spot sales." All of these services have become a part of the firm's operation on a gradual basis. The sales promotion, advertising and publicity staff, for example, which was first established on a limited scale eight years ago, has now grown to eight people. A separate research department, established two years ago, has grown to five people. In addition, there are sales development and special services personnel backing up the sales staff. "We believe that although we now have a larger sales staff than ever before, these men — equipjsed with selling tools they formerly had to develop themselves — are now making more personal sales calls per dav with naturally increased selling efficiencv." Katz News Pool The ever-widening horizon of services that representatives offer to their stations has led to the formation of a news exchange system. Radio stations represented by the Katz Agency Inc. now have at their disposal a "News Exchange Directory" that enables them to obtain through direct contact voice reports of major news stories breaking in other parts of the country. For stations without network service, it means a convenient way of getting on-the-scene reports of important stories. For stations ^vith network news, it provides special reports of regional and local stories that may not ordinarily be made available. The compilation lists the following information in this order: City, station, news facilities, conditions (possible charges) , personnel (news director, program director, sports director, farm director and women's director) and telephone numbers. Small-Market' Attention The newly-formed radio representative firm. Spot Time Sales Inc., is devoting its energies to selling markets beloio the top 40. Officially started last month, the firm now handles about 15 stations with another five pending. William Heaton, formerly Chicago manager and assistant New York sales manager of Daren F. McGavren Co., is head of the new firm. In addition to New York headquarters. Spot Time Sales expects this month to have offices in Chicago and San Francisco. He believes that beginning this fall smaller markets will be receiving a greater share of the national advertiser's attention than ever before. The reasons for this, he states, are the crowded tv picture and demands from local offices of major companies. • • • NOW,., Reprints of selected articles and features in U.S. RADIO are available in the above form. Other articles and features in U.S. Radio can be reprinted for your use at nominal cost. For complete details write — Reprints U.S. RADIO 50 West 57th Street, New York 19, N. Y. U. S. RADIO September 1960 53