Sponsor (Apr-June 1959)

generallv limit their pitches to media and program specialists. In the good old davs. of course — but even as recentK as 15 vears ago — the account He even ordered cost and coverage man took on all this responsibility, information for certain markets and then made his own station selection. This i -till done where a media department i weak or the agenc) is very small but the trend is definitely oward specific responsibility in speifii departments. Should an account man encourage tations to send liim promotion maerial? Or should he read it? "Not u il\ ." -a\ the I CMJ v .p. "'It %\<»n"t hurt him to -<an through promotion matter if it comes in, but thi i a highly peripheral ta-k. Again, he m u-t know general patterns and trend but should nol be extected t<> be exposed to or remember sucli detail a frequencies, power, loverage patterns, program detail and lie like.' Continuing on the reader-hip heme, he explained thai it's very im ortanl for account people i" keep up-dated on broadcast developments t I' l>\ reading the trade press and the dail) papers. \ big part of the account man's job i interpreting trend to clients in terms of what the client needs from tv and radio for his marketing objectives and for his kind of product or service. \\ ith the importance of television and net working. Mr. Rosenberg con-iilers it vital that an a.e. know the problems of clearing time on affiliated stations and that the) have an awareness ol station lineups and network-affiliate relations. I he\ -hould also know the types ol audience certain shows will get and predominant audience pattern-: when men tune in and to what: who contt ols the (\ dial during i ertain hour-: when an all-famil) audience can be reached. Vnother important I. n t"i : undei standing the compatil>ilil\ 01 I. H k o| it ot .1 program with a i luct, ol a commercial breaking into context. "Everything an account man knows about advertising, ol course, comes in hand) soonei oi latei . Vnd evei j tidbit ol information i a bonus to his worth to the agent \ and to the client. If he has an aptitude and a desire to pick up specifics and details, that's fine. "But he shouldn't be expected to know all these things. He's basically a marketing man and a salesman — a mover of merchandise who is also a good administrator. And a good administrator knows how to call on his associates and assistants to provide him with the facts and figures once he has isolated the basic problem and assigned possible solutions." \\ hether the agency is large or small. t\ and radio specialization will be a big part of the account man education if he's on an account involved heavil) in broadcast media. On biggei accounts, the set-up max provide for several account men. one of whom i a broadcast specialist. Professionalism, however, continueas the common denominator with large agencies and with small. The point o| difference is that big agencies tend to hire broadcast pros who are specialists. \t the small agency, the a.e. ma) well be the professional specialist as well as the client counsel. ^ RI PE VI ORDERS in the nation's I Ith market, as anywhere else, are the best evidence of television's selling ability. WGR-1 V, NBC in Buffalo, is proud that 25 national and 21 local advertisers, who have used the station continuously since it started in 1954, have renewed lor 52 weeks of 1959. I licse, and newer advertisers, will get even better sales results in 1959, as WGR-TV continues to provide better service for more viewers in the mighty and prosperous market known as the Niagara Frontier. Two recent developments that emphasize VVGR-TV's continuing leadership in Buffalo are the installation ol the first videotape equipment in the aie.i and the pun base ol a new lower— 300 feet taller— to l urther extend its coverage in Western New York. For best results from America's most powerful selling medium, be sure to call Peters, Griffin, Woodward about availabilities in Buffalo. NBC • CHANNEL 2 • BUFFALO