Broadcasting Telecasting (Oct-Dec 1962)

Continued from page 83 Item Binghamton, N. Y. Birmingham, Ala. Boston, Mass. Bridgeport, Conn. Brockton, Mass. Brownsville-Harlingen San Benito, Tex. Buffalo, N. Y. Canton, Ohio Cedar Rapids, Iowa Champaign-Urbana, III. Charleston, S. C. Charleston, W. Va. Charlotte, N. C. Chattanooga, Tenn.-Ga. Chicago, III. Cincinnati, Ohio-Ky. Cleveland, Ohio Colorado Springs, Colo. Columbia, S. C. Columbus, Ga. Columbus, Ohio Corpus Christi, Tex. Dallas, Tex. Davenport-Rock-lsland Moline, Iowa-Ill. Dayton, Ohio Decatur, III. Denver, Colo. Des Moines, Iowa Detroit, Mich. Dubuque, Iowa Duluth-Superior, Minn.-Wis. Footnote explanations on page 96 No. re No. of porting Time sales: stations $25,000 national and Local Total in III nr mnro J! IIIUIC rppinnal pHvprti^pr*; uUVCI LIOCI O cfatinrK O Lu LIUI 19 Total Tntal Tntal 1 U Ld 1 opera time advertisers and re broadcast broadcast broadcast tion sales^ Nptwnrk^ I1C LnUI r\0 and snnnsnr^ opui IOUI o nnrtinps 1 LI 1 Ig i-pwpni ipcO L AjJCM OCo iiitunicJ A 4 A 4 1 0 000 1 OO n07 iyy,uo/ c~ja 7 /in D/4,/4U A 4 701 cno OCO 1 C Ci 70,648 — 1 o 1 n 1U i n onn iy,ouu 7Q7 CC7 /5/,0D/ 1 AtiO QCQ 1 0 0 1 OC 71 C 0 Oo/i yioo i,oo4,4^^ 138,706 — 1 7 1/ 1 7 1/ 1 0.7 1 00 lU/,loo c. o/i 1 ocn 0,041,ODU * D,Uo4//£ i 7 1/ 2 0 /170 77Q * q 1 in oco o,l/U,obZ * l,oU2,916 2 2 2 1 * * * 2 * * * o L 0 L * * * o * * * i i 11 1 1 /o,4bU 9 07C. ceo Z,0/D,jbZ 0 OylQ COO 1 1 /I 1 70 n/i Q a ooo en c 4,/io^,Ulb i nn nco 109,968 — c 0 c 0 OC Q/10 /inn oni 4UU,£U1 COO "MO 000,140 c 3 i nn7 coi l,UU/,bol oon oci y^UjObl 07 07rt A 44 o A 4 o one n/lQ oUD,U4o KA1 1 Q9 D4/,iy4 /i 4 o 1 OOQ A 1 0 l,ooo,41o 1 OO^ 01 o l,^o4,ol^ * 1 no dm 103,601 * L 0 L r D 1 1 HQQ 1 qc 71 7 iyo,/ 1 / 044,^14 L c 0 70C OOQ /zb,yuo coo non byy,uyu 07 010 c D D 1 0 770 lo,//z OOP. 7Q7 7fi9 OOC /UZ,0£0 0 ono Q/1Q yuo,o4y QQC QQO yyb,yo^ no 1 oo yo,loo — 7 7 / O 1 OK y, iyo QOC OCC QQQ /100 7 1 CQ1 /107 i,ooi,4y/ 1 70H CQC i,/yu,byb onn 1 nn ^09,199 — Q 44* Q Q QOA 1 CQ C79 ioy,b/£ 1 1 A Q 1 £ 1 1,140,101 0 y 1 07Q cm l,Z/o,blU 1 0C7 OCC l,ob/,ybb on occ 89,356 — 07 LI oc £3 Q>1 07C o4,y/b ii tin no/i i i,Diy,uz4 1 9 OOQ CCO i£fo<co,ooy oc Zb 00 OCO C77 zz,yby,b// 1 c OCI cyio lb,^bl,b4o c 7no no ^ o,/0o,U34 o 0 Q 0 E07 QftQ 0 8Q0 90/1 o noo ceo Q 0 c m c /icq 0,Ulb,4bo a oqi ooo 4,^yi,ooo 70c non 725,080 9 9 128,047 3,637,671 3,038,721 9 6,541,213 5,570,387 970,826 6 6 27,721 68,112 514,314 6 591,895 757,424 165,529— 7 / 7 1 1 1 07 1 1,10/ OCO OQC 71 c qio / ID, Ol£ 7 Q7A 710 y/u,/iy one noc yUo,Uob OA CQQ b4,boo 6 6 5,651 155,526 561,970 6 733,042 746,115 13,073 — 6 6 5,612 1,448,179 1,770,786 6 2,935,193 2,673,599 261,594 b c 0 Q OOC /ICO C/10 40Z,b4£ coo eno joo.oyo b QQn non 7C7 771 /b/,/ / 1 i oo ono iz^,ouy 1Z 1 0 iz 00 1 QQ oz,iyy 1 ono. QOC i,yuy,yzD o. noo ooo 1 0 1Z a i /in qi ^ 4,14U,014 a non one 1 on cno lzU,bU9 c 0 c 3 in 1 co 04U,4£0 717 n^ i / 1/,U41 c D 1 nnn oo/i 1 1 oc mn i oc enc 126,695 — 5 5 6,944 * 858,858 * 1,585,091 * 5 2 2,251,396 * 1 965 071 * 286 325 * 2 18 2 17 345,473 1,284,215 2,818,184 18 4,152,714 4,308,128 155,414 — 6 6 70,955 1,501,522 767,763 6 2,091,808 2,214,623 122,815— 11 11 146,833 6,188,030 4,886,520 11 9,555,712 7,510,658 2,045,054 2 2 • * * 2 * * 9 8 13,586 339,804 681,200 9 1,000,274 1,095,809 95,535— Continued on page 88 Advertisement HOW TO SUCCEED AS A REP Sales profits, programming advice and research counsel, are basic ingredients for McGavren's continuous success The first station signed by the Daren F. McGavren Company when it was founded in 1952 is still being represented by the McGavren Company. Why? Because year after year the company has provided it with sales profits, programming advice and research counsel. These are the foundations of growth — and that growth has been extraordinary by any standards. In 1958, its first year as a national representative, the company had but two stations in the top 50 markets. Today it has 21 — but this figure is important only because it represents top market stations. The size of a rep's list is not an indication of success. Three years ago, the company cut its list from more than 50 stations to 30 stations. As a result, the rep's volume soared 400 per cent. The McGavren Company's philosophy is that their success is based on a small select list of major market clients. Again this year the company his reduced its client list to concentrate even more heavily in the major markets. This successful concentration indicated ability not only to solicit stations but also to sell their time. But in 1952, when McGavren took over Western Radio Sales, a regional radio sales organization, he discovered for himself that a representative firm cannot succeed by concentrating only on the stations which sell easily. By providing sales results for even his smaller clients, he was able to expand into a firm called the Daren F. McGavren Company. As the company grew and more stations were added, McGavren decided to open a Los Angeles office which would be manned by Don Quinn, who a short time later became a partner — giving the company the new name of McGavrenQuinn. By 1958, it was obvious that the company would have to go national, and a New York Office was opened, to be headed by Ralph Guild. Shortly afterward Quinn left the company and is now national sales manager of RKO National Sales. In 1959 McGavren came to New York and the firm once again became known as the Daren F. McGavren Company. 84 (SPECIAL REPORT: RADIO FINANCIAL FIGURES) BROADCASTING, December 10, 1962