Broadcasting Telecasting (Jan-Mar 1960)

RADIO SELLING POWER AIRED RTES hear advertisers praise, not bury Radio received some advertiser bouquets at a Radio & Television Executives Society roundtable in New York last week. The donors want only one favor in return: more research. Advertisers who detailed spot and network radio successes were D.C. Marschner, sales promotion and advertising manager of Shell Oil; Marguerite West, advertising media manager of Scott Paper, and Albert Richardson, advertising vice president of Chesebrough Pond's. Media representatives were George Arkedis, network sales vice president of CBS Radio, and Maurice McMurray, national sales director of Storer Broadcasting stations. The panel was chaired by Al Shepard, sales manager of Select Station Representatives. Radio's selling points, all agreed, are cost efficiency, frequency and breadth of exposure, merchandisability and flexibility. One speaker cited an advertising sales cost of a cent on the dollar for a seasonal radio promotion. Shell's ad chief told how only radio can hit buyers with a sustained message at a time they will buy, while they're on the road. He's unhappy, however, that radio has "failed miserably" in counting this moving audience. Mr. Marschner's own estimate is 42 million, which is higher than some other guesses that have been made. Shell, he said, likes radio because it delivers millions of summer motorist impressions at saturation frequency at the lowest unit cost (except for outdoor, which gives only fleeting exposure), because it complements themes used in other media, reaching people other media cannot and because it can be used flexibly on Shell's seasonal plan of scheduling announcements in nights. Beforehand Success • Mr. Richardson of Chesebrough-Pond's told how the CBS Sunday night hour, Holiday With Chevalier, was a success before it ever went on the air last fall. For less than $30,000, and with merchandising help from the network, the advertiser found it a bargain in terms of dealer displays and new accounts. He told, too, how radio spot accomplished the tricky job of selling the idea of grooming with Vaseline hair tonic to the teenage market. Mr. Richardson said that in costper-thousand-homes-reached, radio is more efficient now than ever. But it has to improve its research, now that it's "no longer hanging on the ropes of bankruptcy," he said. Scott's Miss West commended radio for special brand promotions, telling how Cutrite has used combination network-spot the past two years to sell waxed paper to the picnic trade. The cost: $1 for each $100 of sales. Scott, she said, finds local merchandising aspects of radio very valuable. The third Cutrite summer campaign is now on the planning boards. CBS' Mr. Arkedis deplored the fact that young admen have grown up in the last 10 years in a television era and haven't learned the sales power of radio, a medium that's "not fashionable but dependable; it sells." He played a series of tapes of radio's great selling personalities who have stayed in the medium over the years and listed the blue-chip faithfuls among advertisers. One was Wrigley, which has been selling chewing gum on radio for 32 years and is increasing its budget this year, he said. Mr. McMurray of Storer said radio is coming into its own in the Space Age. He agreed with radio customers that the onus is on media to provide the research they ask. Janey Murphy, Lawrence C. Gunbinner timebuyer, during floor discussion asked for help in showing clients that radio can work for them in slots other than "traffic" hours. Something to shout about! WVEC-TV IS OH TOP AFTER ONLY TWO MONTHS ON THE AIR .6 to 10 P.M., Monday-Friday in all of the Rich Tidewater Market NORFOLK. HAMPTON. NEWPORT NEWS PORTSMOUTH • VIRGINIA BEACH, VA. WVEC4V ♦SOURCE ARB-JAN., FEB., 1960 Represented by Avery Knodel SO (BROADCAST ADVERTISING) BROADCASTING, March 28, 1960