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NBC'S NEW AVAIL FORM
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IBC Spot Sales has come up with a new radio availabilities form to make life easier for timebuyers. I See "\\ hat's the answer to spot's paperwork jungle?", page 31.)
The new form consolidates on one four-page sheet (1) space to list availabilities. 12) complete program information. (3) data on rates and package costs and (4) a coverage map.
George S. Dietrich, director of NBC Radio Spot Sales, explained, "We have found, for example, that when an availability sheet is submitted to a buyer, he no longer has on hand the station program schedule which had been sent to him earlier in the month.
"I he salesman is then called upon to supply an additional copy. Other forms, such as station rate cards and coverage maps also have been misfiled or thrown away and are not available to the buyer when he needs them."
The new folder is printed with the first page blank. When submitting availabilities for a prospective account, the rep firm types the schedule on this page under a sticker identifying the station and indicating the various columns of information. The opening page, therefore, can also be used for promotional material.
Previously, information contained on the new form appeared on as many as four different sheets. f^
New form put out by NBC Spot Sales consolidates on availability sheets all pertinent information about its radio stations. Four-page form is shown with pages folded back displaying program data on inside, rate information, coverage map on the back. In past, four different sheets were often used
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HOW TO
^ Appliance dealer finds that consistency pays off much hetter than his original costly splurges in "remotes"
I he files are full of success stories showing what tv can do for retailers. But now you can add one in which a merchant began by using a lot of good ingredients to poor effect: then admitting his mistake freeh : and finally — after some thorough soulsearching and program reshuffling— coming up with a winner.
When Samuel Boyd opened a combination warehouse-appliance store in downtown Springfield I Mass. I in l().i3. he wanted to add to his ad\ertising some of the glamorous trap i pings that tv certainl) could offer. So he invested 10' < of his advertising budget in what amounted to a weekly "special" or "spectacular"" for his store (called Bailey -Wagner) .
He bought into one of the most sure-fire things lie could think of —the Kim Broman Show on WW 1.1'. His portion eon>i-ted of a half-hour seg I ment, which originated in his store i, and cost $400 a week in remotes alone. There was no doubt that Kitty n Broman had been moving loads of I merchandise on her woman's pro Ij gram, but one special incident soon jf caused Boyd to wonder whether liiparticular use of Kitty Broman's ability wasn't a waste of talent.
It happened when an ** \unt Jemima'' promotion (staged by Quaker Oats) was passing through town, stopped oil at his store, and was incorporated into the remote. It had all the showmanl) elements:
• \ recognizable, interesting personality
• \ built-in wa\ to show off i range I Florence Range, now Ken more since the Sears, Roebuck pur chase ol the line I
• A demonstration and use fea
lure
• Hieh memorability
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4 Arm i. 195!