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-I he Open Mike
High Sponsor Identification One Measure of Success
An Interview With WILLIAM S. P/RIE, JR., Director of National Sales, WFBR, Baltimore, Md.
Q. What new trends have you observed in programming for the local . sponsor?
A. I think the war changed advertising techniques somewhat. At that time, more advertisers bought news programs and others changed their types and styles of programs. Now there seem to be more programs of the mystery type, such as secret service stories, detective stories, etc. Another new program idea is the one on which the interviewee is given anything from a movie pass to a new car.
Q. What current tendencies in the use of broadcast advertising by local and regional sponsors do you consider most significant?
A. It seems to me that more local and regional sponsors are buying programs now than ever before. And advertisers using programs are, I think, more than willing to devote lime, money and effort in merchandising their programs.
William (Bill) S. Pirie, Jr. started in radio January, 1929, as a salesman fen WCAO, Baltimore, Md. In 1931 he hung up his hat, rolled up his sleeves and got down to work for WFBR, where he has remained ever since. Over the years, he has sold time to most of the advertisers, big and little alike, in Baltimore,
In the spring of 1942, Bill was made director of local sales for WFBR and during the four years he was in charge of local sales, he built this phase of the WFBR operations into something envied by all radio in Baltimore. The fall of 1946 saw another move for Bill. He was made director of national sales for the station.
Although radio is in his blood, there are other things of interest to Bill, among them golf and hunting when he can find the time. A good mixer, he's popular with all who know him.
Q. What factors do you consider most important in the evaluation of the success of a radio campaign?
A. A radio show that has a high sponsor identification is one important way to determine the success of a broadcast series. If the show achieves a high sponsor identification, the campaign should ])c successful.
Q. Do you think that advertisers will continue to get proper service and results from radio?
A. Yes, if we continue to use thought and ingenuity in soliciting new accounts and servicing old ones. In this way, radio will mo\e forward. But don't forget that it's up to those of us in the husiiicss of bioadcasting!
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RADIO SHOWMANSHIP