U. S. Radio (Jan-Dec 1960)

Record Details:

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One of New York's most desirable locations MADISON AVENUE AT 52nd STREET A Bigger and Better HOTEL Just steps from anywhere . . . now with 500 individually decorated rooms and suites — and completely air conditioned. The magnificent new 17 E. 52 St. Your rendezvous for dining deliberately and well . . . open every day of the week for luncheon, cocktails, dinner, supper. port from New AAAA Report on Spot Radio Outlines Path to Growth, Harmony Taking a long look at the relations between radio stations and advertising agencies, the American Association of Advertising Agencies has come up Avith some suggestions it thinks may improve national spot buying procedures. Radio, sometimes criticized by agencies for its lack of standardization with respect to media buying, is given some pointers in the AAAA's new booklet, "Suggestions for the Advancement of National Spot Radio." The booklet states its objective to "increase the volume of radio advertising by making it more jjroductive and easier to handle." "Advertising agencies work in operating patterns partly created by agencies, partly by media," the booklet says. "Any gain in operating efficiency helps to foster the conditions under which national advertising grows. The better broadcasters and agencies can understand each other's operating needs, the more smoothly and efficiently they can work together." Covering such areas of station-toagency information as market data, coverage, audience data, research and rate cards, the booklet suggests improvements stations can make individually and collectively. The AA.A.A urges that: • The industry develop standardized coverage measurements needed for the most effective station selection under today's marketing conditions. • Market information on the station's service area should be made available in standardized format. The data should be supplied to any reputable enterprise that compiles market data for the guidance of agencies and advertisers. • The industry should work toward and adopt industry-approved audience reporting services covering all stations in the market on a comparable basis. • Any coverage or audience research should rely on impartial, objective methods. Results should be accredited in a way that makes them acceptable to agencies and advertisers. Referring to the standard form of rate card issued by the AAAA in May, the booklet asks radio stations to adopt the form, citing these reasons: 1) similar standard forms are used by other media, and agencies are familiar with the arrangement scheme; 2) standard size cards are easily handled and filed; 3) use of the standard form assures that all information needed by a timebuyer will be provided; 4) the rate card is the buyer's authoritative source for rate and other information. Calling for a central reporting service for station commercial schedules, the AAAA explains that it could be developed as either a private enterprise or an industry-wide project. A service of this kind would, it is pointed out, facilitate requests of individual agencies of each station for a record of commercial schedules. The schedules report product classification and advertiser, and serve as guides to the degree competitive products are promoted. Because agencies feel that the effectiveness of commercials is limited by multiple spotting, the AAAA booklet urges stations to limit announcements, regardless of length, to a certain number within each program. It further asks that stations state their policy on multiple spotting in rate cards and listings. The booklet also explores improvement of station and agency billing jirocedures, and explains in detail the value of offering a cash discount to advertisers. The booklet was prepared by the committee on broadcast media, and is being distributed to broadcasters and station representatives. • • • 56 U. S. RADIO • October 1960