Radio annual (1950)

m flCCEPIflnCE FORECAST by MAURICE B. MITCHELL Director, Broadcast Advertising Bureau IjmiEN last year's Radio Daily AnT» nual went to press, establishment of a Broadcast Advertising Bureau was only a dream of several far-sighted broadcasters. Today it is firmly established and functioning. The idea took form last April at the National Association of Broadcasters' annual convention and contiguous meetings of the NAB Board of Directors. The Bureau was formally established in June of 1949, with these as its objectives: (1) To promote the superior advantages of broadcasting as an advertising medium. (2) To conduct a continuing educational campaign designed to improve the technique of selling broadcast advertising. (3) To expand the use of broadcasting as a medium for selling services and merchandise. (4) To advance the profession of advertising generally as an essential part of our free enterprise economy. In every instance, BAB's scope includes television as well as AM and FM radio broadcasting. Throughout the organization — in its name, its long-term directives, its day-to-day operating policies— the term "broadcasting" is used specifically to cover both radio and TV. • BAB functions as a bureau of the National Association of Broadcasters. It serves NAB members exclusively. Headquarters of the BAB were moved from Washington to New York last July so that its staff could better serve the vast number of national advertisers and agencies doing business in this major metropolitan area. Budget permitting, offices will be opened during 1950 in Chicago and possibly on the West Coast. Eventually, offices may be established in other cities where there are major advertisers and agencies to be served and sold. Right now, though, advertisers and agencies everywhere are invited to call upon BAB for services. Local advertisers should communicate via NAB member stations. National and regional advertisers may work either through members or directly with us at 270 Park Avenue in New York. Through correspondence, telegraph, telephone, and travelling representatives wherever feasible, we are ready to be of help. This year BAB will intensify its efforts to create a greater understanding and appreciation of advertising, and broadcast advertising in particular, at all levels of the mass distribution system. Already NAB member stations are multiplying their contacts with regional offices, factory representatives, distributors, and all the other echelons lying between manufacturer and local dealers. To give greater force and direction to this work, BAB will release early in the year a new strip-film designed especially for showing to executives at these intermediate distribution levels. It will document the power of broadcast advertising, and suggest means of coordinating activity throughout the distribution chain to insure the best results all along the line.. And two new direct-mail campaigns, designed for use by member stations with local and regional prospects, are already on the presses. BAB's activities in the retail field have received the greatest attention so far from the advertising industry generally, and these efforts will be stepped up in 1950. Retail, regional, national-network, spot or local — we are here to help everyone who buys or sells broadcast advertising. To our members and all the broadcast industry's customers, we extend a cordial invitation to put us to work on your problems and potentialities. 49