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Now to keep our thinking on an even keel, let us examine the opposite viewpoint.
Not long ago an advertising agency executive told me, "1 will never be caught in the act of building up a star personality. I have found that they invariably develop into a Frankenstein."
He amplified this by adding that once a personality achieves real star rating in the public's mind, he (or she) is immediately imbued with a fantastic notion of his value and indispensability.
In examining this gentleman's thesis, I find it impossible not to shoot it full of holes, good big ones you could drive a tank through.
I seriously question that any person who is capable of being built to stardom is so short-sighted that he won't play ball with his sponsor, the man who pays the bills. Quite naturally, he wants a fair price for his services. I think that we agree that he's entitled to that. If he's de\eloped the kind of impact that makes folks listen, and subsequently buy your wares, even though you built him up, his recompense should be commensurate. As his popularity rises, and sales spiral upward, so should his income.
And while there may have been instances of it, I have never had the fact called to my attention that a star deliberately killed the goose that laid the golden ^gg.
However, if this does happen (and there must always be the exception to prove the rule) you will find that it's actually easier to reduce a one-time star to oblivion than it was to build him to the heights. Fortunately for your sake as an advertiser, most stars are realistically aware of this fact.
Does that not dispose of the "Frankenstein theory?"
As you plot your radio expenditures, keep the "star system" in mind. You are making an investment when you buy radio time. Make that investment a sound one by using the most thoroughly tested methods known in selling.
Tick off on your fingers the names of the biggest stars . . . national, or in your own community. Who were they ten short years ago? Built now to stardom by shrewd advertisers, they are now a gold mine.
Don't cavil because you haven't a Jack Benny, a Fibber McGee or a Charlie McCarthy on your program. Build your own star. Have him under contract from the start. No matter who he is, no matter what his specialty, no matter on what station you propose to use him, if you can fix in the public's mind that he is a star your radio dollar will be wisely invested.
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