Broadcasting Telecasting (Jan-Mar 1958)

media plans were announced last week, Volkswagen Advertising Director Scott Stewart has maintained broadcast media will play a vital part in Volkswagen's future [Advertisers & Agencies, Jan. 20]. J. M. Mathes had vied with 14 other agencies for the account. Media Buyers Want Basic Facts On Markets, Sales, Survey Shows Most media men "are working virtually in the dark," lacking basic facts they need to know about markets and sales, according to a survey of media buyers conducted by Eye & Ear Inc., New York, national advertising and promotion service. Based on a survey of 1,762 broadcast media buyers, the survey showed: 65% of buyers want more sales information; 62% more facts about competitive markets; 52% more facts about competitive position by markets; 20% more facts on sectional basis; 18% more about client's national market position; 78% more about client's distribution problems. J. M. Kayne, E&E president, said only 53% of media buyers "receive a total advertising budget and decide what portion is to be spent in a given market "despite the fact that a majority want sales, distribution and marketing information." The fact that a buyer isn't given responsibility or credit for the job he is doing may be the key to wasted media dollars, he said. Two out of three buyers who answered the survey have little or nothing to do with selecting market, with 51% of the market recommendations coming from merchandising executives or account supervisors. The survey showed that 92% of broadcast buyers feel their participation in client-agency meetings would be helpful. All this may be a factor in recent account changers, the survey indicated. AGENCY APPOINTMENTS Fannie May Candy Co. (Kitchen Fresh and Frozen Fresh candies), Chicago, appoints H. W. Kastor & Sons Adv. Co., that city, to handle its advertising. Paul Klein Industries, Santa Monica, Calif., has appointed Carson Roberts Adv., L. A., to handle all its products under "42" label and entire line of Executive toiletries. Electric Storage Co., Cleveland, has appointed BBDO, that city, as its agency for Exide automotive division, effective April 1 1 . Agency servicing account has been Aitkin-Kynett Co., Philadelphia. ElectroVoice Inc. (high fidelity equipment, phonograph cartridges), Buchanan, Mich., appoints Herbert Baker Adv. Inc., Chicago, to handle those accounts, plus new Marine Products Div. Mayer, Klann & Linabury, Benton Harbor, Mich., continues to handle microphones and newly-formed instrumentation and communications divisions. Plastone Co. (Turtle wax, other automotive products), Chicago, appoints Cunningham & Walsh, that city, effective March 1. Account formerly was handled by W. B. Doner Co. THE SOUTH'S FASTEST GROWING TV MARKET now 233.310 ♦TELEVISION MAGAZINE It will pay you to keep your eyes on Jackson. With a metropolitan population approaching 175,000, Jackson today has an effective buying income per family of $5735.** WLBT and WJTV blanket this important metropolitan market and all of central Mississippi. **Sales Management 1957 Survey of Buying Power Reach this rapidly expanding market with television . . . two great stations CBS -ABC CHANNEL 1 NBC -ABC CHANNEL Jackson — a progressive, modern city of the New South . . . ■ ■ -. . . . ■.. . . . ■ ■■■ ■ . ■ ■ I I I Ml! . . . Retaining the charm and traditions of the Old South. Broadcasting March 3, 1958 • Pag