U. S. Radio (Jan-Dec 1961)

Record Details:

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report from representatives Advertisers Eager for More Calls from Representatives Why is it that the national spot radio medium, despite outstanding cost efficiency advantages and a proven selling force, is sometimes bypassed for other media? Lone: asked and often unanswered, the question was recently put to executives of the top 120 advertisers headquartering in New York by Trendex Inc., in a study for Broadcast Time Sales Inc., New York. Carl Schuele, BTS president, outlined a plan to improve selling, based on the survey's results. Major revelations of the survey are these: National radio salesmen are not making enough calls on the client level; those who have made calls are making only fair impressions, generally speaking; clients would be willing to hear more often from radio salesmen with creative ideas. Here are seven questions that Trendex asked, with summaries of the responses: 1. Have you had any spot radio presentations (not informal pitches) lately? Some 42.8 percent answered "no," with many indicating they never had contact with radio salesmen. 2. Have the radio salesmen made as convincing presentations as print and tv men? Voting in the affirmative were 57.2 percent of the respondents, as against 21.4 percent who replied no. 3. Are tv and print salesmen outselling spot radio salesmen? At least 48.1 percent replied "yes," while 18.5 percent said "no." One executive summed it up with the words, "We see more print people. It does not necessarily mean they outsell tv or radio people." Another commented that "When radio people do show up, they can be quite convincing." 4. Does today's programming have a bearing on radio's national sa les? A lopsided 57.7 percent of the respondents thought that it did, against 19.2 percent who held the opposite view. 5. Do advertising agencies "short change" radio? Only 38.8 percent of advertisers felt that this was true, compared to 57.7 percent who believed the opposite. However, of those who replied in the affirmative, many felt strongly that agencies designate too small a role to radio. 6. Are you willing to devote time for presentations on what today's spot radio has to offer your product? A strong majority of 80.8 percent said they would, against 19.2 percent who would refuse. One executive commented that "It would not hurt if radio salesmen came around with valid research findings that proved they have been successful selling products like ours." 7. What have been your chief gripes about radio? Advertisers pointed to rates, research, lack of consistency as to billing being local or national. Some pointed out that radio does not offer enough product separation, according to the survey. Others replied that radio cannot be used properly to reach a specific audience. Study Points Way "Such comments as these," said Mr. Schuele, "prove that spot radio has failed to put over a number of the medium's basic advantages and sales points. "This survey points the way for the spot radio industry to triple its billings," he summarized. "But this can come about only if all national sellers adopt a comprehensive program to plug the holes revealed by this survey." • • • WJAG-KCSR Covering Nebraska's Rich Beef Empire Where Agri-Business is Big Business BEEF EMPIRE STATIONS WJAG 1000 W.-780 K.C. Independent farm voice NE Nebraska since 1922. 29-county (NCS) marker$498,675,000 Consumer Spendable Income — Retail Sales $424,447,000— 124,740 radio homes — 42% more listeners. KCSR Chadron, Nebraska, "Beef Empire" market — $411,870,000 Consumer Spendable Income — $297,120000 Retail Sales — 70,540 radio homes. Commands 22% to 56% more "unduplicated homes." Represented Nationally By WALKERRAWALT CO. New York — Chicago — Boston Kansas City — Los Angeles U. S. RADIO • January 1961 49