Sponsor (Apr-June 1959)

■ RESPONSES POUR IN AS price mother wav oi expressing the law oi >u|i|)K and demand, which will al■ays allcrt pricing in a free market. 5 i Terms and conditions. Easj firms ma\ allow an operator t<> price hi station higher. Conversely, a transaction which requires a bigh proportion of cash would have a lowei selling [nice. (> i Labor contracts. The degree of unionization and intensity of labor demands, as reflected in payrolls and large staffs natural!) affect selling price. \\ ithin the past three or lour Sears, financial sources alien to radio and t\. attracted 1>\ the 10-30' I profit i depending on efficiency) bet«nc taxes, bave begun to invest ln-a\ ily. Based on activity during the past fi\e years, the future is the brightest of all lime. Wm. L. Putnam, president, If WLP, Springfield, Mass. There are so many facets involved in the purchase of a tv property that it's not easj to categorize them in order of their comparative importance. To nn mind however, the most important single area in contemplating Believability is most important iactor the do or ilon t buys ol a t\ property, is an intangible. That is the general feeling that the previous management ha [eft in the minds of the t\ audience in that particular market. Ihis is a thing we call "believability." If the general conduct of the previous station management has led to a definite indication of audience loyalty, has a track record of ( Please turn to page 7(> i Young's "Advertiser Area Project" Gets Into High Gear lit Adam Young Ad agencies and advertisers are demonstrating eagerness to have a \oicc in dclermininji '"Advertiser Areas"' for radio audience measurement purposes. The Pulse. Inc. advises receipt of several hundred replies to our questionnah e. SPONSOR 2 mvy 1959 Among those present (soon after the mailing): Benton & Bowles; Young \ Rubicam: Leo Burnett: Ted Hales; Maischalk \ Pratt: Kenyon & Eckhardt; (Mian & Bronner: Fletcher 1). Richards: Hicks \ (ini-t: MacManus. John & Vdains: l.cnnen \ Newell: Reach. McClinton: lien Sackheim: llenrv J. Kaufman: BBDO: Bozell & Jacobs; Ralph Jones: McCann-Frickson: Western \dvertising: Norman. Craig, & Kuiumel: Kudner: Fuller & Smith & Ross: Daniel Sullivan: Bruce Brewer: Tucker Wayne: Whitman Company; French & Shield-: J. M. Mathes; Keyes & Adams. The early response gratifies us. strengthens our conclusion about the need for and significance of this pioneer step. The industry appear now to be well on the way toward truly valid and helpful Advertiser Areas. To recap briefly: On maps of Tulsa and Pittsburgh, pilot market in this experiment, we a-ked media research folks to approve one of several suggested areas of interest ... or to create better ones. Pulse will forward compromise areas to participating agencies and advertisers for final approval and comment. When agreement is complete, Pulse will survey the new "Advertiser Areas.'" and issue results to all Pulse subscribers and participants. Fventuallv. we hope this practice will be extended to every market Pulse surveys on a regular basis. WHAT THE PROJECT SIGNIFIES. We believe audience surveys must tell not onlv numbers of people, but where thev are. \s we've pointed out here, often a station's audience can represent scattered numbers of people -pread far beyond the "market-merchandising" area the advertiser care about. Meanwhile, another station mav be effective entirelv within that area. How can you compare their effectiveness unless (1) you agree on the vital area to be studied and (2) v mi find out the listening storv in that area." IT hen these two steps are complete, we will all be well on our wav to the kind of clarity so necessary to radio selling (and buying) today. And for their participation in this significant work, we thank all who are giving "I their interest, time and thought in our effort to arrive at the truth. 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: Y0UNC TELEVISION CORPORATION & YOUNG CANADIAN LTD. 55