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A Pledge to Mr Sponsor
Programs and sermces to buM \\ster\ers, fenoiolec/ge o^ sponsor's
problems and a sincere desire to produce results keynotes local
station says NORMAN A. GITTLESOK WGKV sales promotion manager
There's a lot of talk of comparative value of media. Naturally, we're sold on radio. And it's our business to make the advertiser as enthusiastic as we are.
Right from the start we realize one thing, and we want our advertisers to know that we realize it. There's only one reason for any advertiser to spend good money for advertising . . . and that's to help him do a better job of merchandising with his clients and prospects. Unless advertising contributes in some way to the success of his business, he's wasting his money. And that applies to all media, not only to radio.
What it takes to achieve success with the broadcast medium is a combination of factors, but it's essential that (1) the advertiser has a saleable product and (2) that he does his part to make that broadcast campaign a success.
It adds up to one thing. The advertiser and the time salesman have to work together in mapping out a sales campaign for a product, a store or a service.
This very fact puts a terrific responsibility on the time salesman. He's got to know radio, and it's essential that he has a thorough knowledge of the sponsor's business.
In combination, the sponsor and the time salesman, have one responsibility that is jointly shared. That is a responsibility to the listener. If listeners are satisfied, the sponsor is almost certain to be, because listener's are the stuff from which sales are made.
How this works in practice is illustrated by our experiences here at WGKV. It's a small station . . . 250 watts. All of us work together, and we all realize that
sales and programming go hand in hand. We feel that radio is not the only type of advertising that will do a good job, and it's the job of the entire staff, both in sales and programming, to see that we maintain a listening audience that represents a key market for our advertisers.
In the latter part of 1946 Charleston, W. Va. had an influx of new radio stations, and instead of the two that had been here, there were five stations in January of this year. Here was one of the toughest problems that any station could run up against.
It meant conference after conference . . . management, directors, announcers, office personnel down to the last man and girl. Certain things crystallized in those conferences, among them the fact that we were to mind our own business, never knock the other guy, and build up all the good will possible.
With that established, we didn't set up any fancy advertising budgets, but we saw to it that our sponsors were satisfied in terms of programs and service. The result was that wc sold more time than had ever been sold before ... in fact, with allowances for public service, good will programs, churches, etc., we reached the saturation point.
We're convinced that this formula works. In April, four of the local stations sponsored a Robert S. Conlan and Associates survey. WGKV came out on top . . . more listeners than any other station, in spite of competition from 5,000 and 1,000 watt stations. That's all the incentive we need . . . we're working harder than ever!
AUGUST, 1947
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