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Creative Selling of Radio
Creation of new radio advertisers and new radio appropriations vital to continued growth, says WILLIAM A. McGU/NEAS, commercial manager, WGN, Chicago, IIL
RADIO HAS BEEN and must continue to be the greatest mass medium available to advertisers. The advertisers can reach more people per dollar through radio than is possible through any other medium. That is as it must be. The longer the life of an advertising medium, the more costly is the advertising rate per thousand homes reached. It is generally accepted that the rate per page per thousand in a weekly magazine is lower than the rate per page per thousand in a monthly magazine, and that principle carries on down to the lowest cost of reaching per thousand families through radio.
The cost of all advertising media has been and still is increasing as is the case in radio. Radio advertising has grown so rapidly and with such great strides because advertisers and advertising agencies have appreciated the low cost of reaching the people through radio. As costs increase it will be necessary— and we have but to look beyond our noses to see plenty of evidence— for magazines, newspapers, outdoor, and radio, to sell more and more on a competitive basis with all other media. The elimination of the paper shortage will permit other media to carry all the advertising they can get. These other media will obviously use every sales idea they can think up to take advertising from radio and to prevent advertiser's appropriations entering radio.
The other media are experienced in that kind of selling, while radio is not. Broadcasters have not found it necessary to do a strong, sound, creative selling job. It is time we started. For years advertising
media, other than radio, have woikcd intelligently on the job of creating new advertisers and new advertising appropriations. I have seen a few instances of an advertiser analyzing the division of his total advertising appropriation between the different media. There has been an instance here and there where an advertiser who has been devoting his entire appropriation to radio, wonders if that is to his best interests. There we have another reason why broadcasters must do a better job of creative selling.
There are several large industries (building materials, household appliances, insurance, banks, department stores, other retailers, rubber, automotive, etc.) which have never really been sold either the use of or the proper use of radio advertising. Some companies within some of these industries have used radio, but those industries are not sold as they should be on the full advantages they can get from an adequate use of radio advertising. That is a job for creative selling effort.
Broadcasters will be competing more and more with other media for the advertising dollar. Even though we cannot add more hours to the day, radio broadcasters should work consistently and constantly toward the goal of "standing room only" with a "back-order" list of advertisers waiting to get time on the air.
The greatest sales tools for any advertising medium are "FACTS." There are plenty of facts which prove that radio is the cheapest medium for advertisers if we will but dig deeply enough to uncover those facts and use them intelligently.
APRIL, 1947
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