U. S. Radio (Jan-Dec 1961)

question nab library and answer THE QUESTION: A /Veto York or Chicago buyer can request copies of newspapers in outlying markets tit judge framework for his ad. Similarly, he may tvateh network tv to learn of programming changes that occur in other markets. How can the buyer best keep np on programming changes in radio? Richard Olsen is a media supervisor with Doherty, Clifford, Steers & Shenfield, Inc., New York. He notes that sudden fluctuations in ratings often indicate a programming change. If a buyer can study tlie ratings for one year he can pick up trends. Listening to station tapes is best, he says. mi ~~ mil i ... ' n:, .,ir ,:ir .1.;. . . ,: i:' changes. RICHARD OLSEN ANSWERS: There are many ways that a timebuyer here in New York can learn about program Essentially they are: a. through the representative, b. from visiting station personnel, c. listening to tapes, d. sudden mushrooming ratings. I am firmly convinced that local New York media men are extremely well informed. Often we are told of program changes before they actually occur, and occasionally far in advance of the kick-off date. Of course, the most common method by which we timebuyers learn of radio program changes is through the representatives. Most stations keep their representatives abreast of program changes. Frequently these changes are instigated by the representative who finds his station not performing well enough to share the business going into the market. It is also true that if a programming formula proves successful in one market, usually representatives will suggest that the same change may prove successful in another market. Yet, generally speaking, most salesmen do a satisfactory job for their station by notifying the buyer of the latest program modifications, thereby enabling the buyer to do a more effective job. 'Station Men' Welcome At DCS&S, the buyers are encouraged to see and speak with visiting "station men" when they are in town. This is an ideal method of getting first-hand information. Usually these station personnel (general managers, sales managers or commercial managers) bring with them the latest news of program revisions. The visitor will candidly appraise the change and the anticipated results that they expect. It is also true that a buyer can learn valuable information about program changes by visiting station men from competitive stations. These competitors will give you the other side of the story plus their opinions about the change. With both of these appraisals the timebuyer w ill get a comprehensive picture. Of course, the best manner to acquaint oneself with program revisions is to listen to them. Whenever possible we have our timebuyers listen to program tapes to learn what various program types sound like. Then, either by request or voluntarily, stations send us tapes of their programming and we all listen to the "new programming." When we buy radio we are purchasing sound, and by listening to a station's voice one can learn more than from listening to numerous pitches. If a timebuyer has the opportunity to study the ratings in a market for at least one year, he can find trends. Then, if there is a sudden revolution in the ratings, or apparent wide fluctuations in the position of one station, the ensuing investigation usually turns up a program change. I must admit that the most prudent radio buyers are those who have lived with radio for some time. It takes considerably longer to become a top flight radio man than it does in other media. Modern radio is intricate, and it possesses many facets all of which should be considered in making a purchase. Every radio station on the air today has a story to tell and has a minimum of one good selling point. In conclusion, the timebuyer who employs this combi nation of tools will remain informed of program changes. Again, I think the New York timebuyer is the best informed in the U. S. • • • U. S. RADIO • January 1961 37