Sponsor (Apr-June 1959)

meeting? reve Fayer, promotion director, II TOl Tl . Toledo I In informal exchange oi ideas hicli tin \ \l! convention engendi> to me, its one most valuable set \iiiid the bluster and bragig thai seems to dominate all bull eions al the various hospitality ites there filters through an amazg number of good, solid, construee ideas. Ever) single person you •''I al the \ \l'». -[alien man oi Ferwise, as al least one original hie idea to contribute. \ promotion director for a teleaon station which has been on the for onl) lour months, I'm on the •koul for new waj and means of Dmoting and exploiting our audi e superiority. Therefore, I was •re than happv to join other broad ,ri~ in the main informal idea lies which came into being durins convention. Like Topsy, these lies "jesl growed" . . . oul of ■sonal visits, the renewal of old aidships. etc. // litis (1 health) exchange of ideas I |me of the mosl gratifying aspects these discussions was the willing ol everyone concerned to share notion experience and often . experience gained al the ex <>f high advertising budgets wear and tear on stomach linings. jo give a (|iiiek. over-all picture •he convention, it seems that more adcasters are participating more velv in \ \B than ever before. jrear s convention was the big am1. mosl important, the best to 4 APRIL 1959 i ADAM YOUNG HAS BEEN ASKED: O. K., Adam. You've told us what's wrong. What do you propose? \\ r' re heen outpohen in litis gpace on ratlin audience measurements. Of particular con* cerni Failure to report audience in the trading area. This failure has prevented comparison of stations on ihr basis of one area common to all — and most vital io today's advertisers. Result: Old-line thinking at the expense of '"mod ern" radio stations, and their proven ability to 9erve well in their trading areas. Adam Young Now our friend an asking what we propo-e. ""What are \ou doinjj thai positive?" We weren I waiting to be asked. Foi man) month we have been working out a new approach to the question. This week, in letters to virtuall) all I .S. advertising agencies and majoi advertisers, we made the project public. (fur proposals Lei the agenc) and advertise! determine survej areas, starting in two markets. The stations we represenl in these market had been planning "area studies . Bui we said, "Win develop research onl) in term of youi specific signal patterns? What a perfect opportunit) to give agencies and advertisers the area the) want!" To their everlasting credit, the stations agreed. Here's the [>rocedure: 1. In our letters, we enclosed a questionnaire and a map for each market. 2. We outlined -everal possible survey areas, based on trading area maps prepared b) American MapCompanv from "Population and It Distribution, compiled and copyrighted by J. Walter Thompson. i. \.genc) and advertiser have the option of checking one of the areas we outlined, or designing another which better meets their need-. T Map and questionnaires will be returned to The Pulse. Inc.. who will develop reasonable compromise areas for each market. 5. Pulse will forward compromise area for final approval and comment to ever) agenc) and advertiser who participates. 6. Barring an) basic disagreement, Pulse will conduct an audience surve) of the newly-developed "Advertisei \na" for these two market-. 7. Results will be issued to all Pulse subscribers, a well a all advertisers and agencies who participate. Eventually, we hope to extend thi practice to ever) market Pulse surveys on a regular basis. If you received our letter, please return the map and questionnaires on or before the deadline. The greater the participation, the greater the benefit to all. If your linn should have received a letter but b) some chance didn't, it an oversight. Get in (ouch and well -peed the materials to you. ADAM YOUNG INC. Representing all that's modern and effective in radio today NEW YORK (3 E. 54TH ST.) • ATLANTA • CHICAGO • DETROIT LOS ANGELES • ST. LOUIS • SAN FRANCISCO AFFILIATED WITH: YOUNG TELEVISION CORPORATION & YOUNG CANADIAN LTD. -I