Broadcasting Telecasting (Jul-Sep 1960)

local department stores, he has to come 75 miles to make the purchase. Obviously the national advertiser benefits more from the coverage than a local advertiser." Effect on Revenues ■ Some singlerate stations thought it resulted in higher revenues, some thought other advantages were more tangible. One: "Unfortunately, I can't say that the single rate has increased national business for us. It seems to me that while the national agencies — or at least their executives — can talk about the single card and its merits, the timebuyer is concerned only with the numbers. ... On the other hand, if station management only knew the headaches that are avoided with a single card — it makes running a radio station a pleasure instead of a problem." Another, after a year with a single rate: "Many other stations have said this is an 'unrealistic' approach, but we don't believe them — and we have the growth to prove it." Another, after six single-rate years: "You may quote us to any other station that our national business has gone up over 20 percent and [the single rate] also aided us in raising our local rates." One broadcaster who said he has made plans to go to a single rate: "Only a blind man would not be able to see that this can be and has to be the only answer to the rate problem." Another sent in a copy of his singlerate card with a note but no philosophizing: "This is it," he wrote, "and we don't give a dam (sic) who buys!" Agencies laud SRA Officials of two major agencies last week officially commended the singlerate stand taken by Station Representatives Assn. (Broadcasting, Aug. 15; also see page 38). They were Herbert Zeltner, vice president and media director of Lennen & Newell, and Leslie D. Farnath, media vice president of N.W. Ayer & Son, who has been one of the leaders in the continuing movement for more rigid enforcement of equitable rate policies by stations. Mr. Zeltner said in a letter to SRA members: "Very rarely does an agency send fan mail, but your wisdom, farsightedness and very real concern for the overall effectiveness of broadcast advertising which was demonstrated by this action certainly calls for a heartfelt 'thanks' from your agency partners. "As with most other [agencies], we have become increasingly concerned with the 'local-national' rate problem in spot broadcasting and the serious ramifications this question holds in regard to the proper and professional handling of broadcast advertising. We at Lennen & Newell attempt to do everything we can to work for — and insist upon — the use of a single rate for all 'like' advertisers— a rate which reflects an equitable charge for commercial time delivered. By adding your views ... to this work, we feel a great step forward has been taken in this area." Mr. Farnath wrote to SRA Managing Director Lawrence Webb: "I certainly feel [the rate situation] needed some concerted action such as [SRA has taken] which already is producing results. It is also gratifying to note the effort being made to clarify local and retail rate definitions, wherever it is still not possible for a station to adapt the single-rate policy. "There is no question but that your action has really started things moving in the right direction at last." Wade gets Toni Wade Adv., Chicago, has recouped part of the estimated $10 million it lost last month when Alberto-Culver moved over to Compton Adv. (At Over 100 stations give us a "blank check'* renewal every year— If your market is open — Write, wire or phone WALTER SCHWIMMER, INC. 75 East Wacker Drive • Chicago 1, Illinois PHone: FRanklin 2-4392