Sponsor (Apr-June 1959)

wherever thev go whether it a t<> the beach, the local shopping center, or ■cross the continent ? " Media is reflected in the market place.'" lie went on, "luii the market place ha been changing and radio us lit right into the change. It is the most thorough!) researched of all media and the research has proved its newness. Magazines and newspapers are being read in the traditional fashion : t\ is viewed in a fairh established pattern; hut radio is listened to in an cnlirelv new way. Because of this and because of the frequency that radio can deliver — it can do a lot more than sell products. It can he used to change the image of a company, to change the habit of of a consumer. "" \nd in spite of lliis." \rlhur went on. three stop-offs and two phone calls later, "the people who sell radio have run scared. Willi a brand new. vital medium, thev have become defensive. They've cut prices and made deal-." The fetish for "prime time is a dart in Arthur's target. "Radio."" he said, "seems to be selling onlv what's easv to sell. Research has proved there are listeners all around radio's clock." \t nighttime, he points out. radio attracts a higher socio-economic audience level. I lie le-lll gence ol lin i an example. \ the daytime audience that has followed "the top hi" show on radio deserts thai medium for tv. a different audience switches to hi-fi concerts and classical music i<n radio. "The sellers ol radio have got to slop ailing ashamed of their new medium and its potentials. sav\rthiii. "What's more, they're overlooking a lot <>f new advertisers. Do you realize that of the rough!) 2.1(1(1 national advertisers, 1,500 an' using print exclusi\ eh ? I he approach to these new prospects man) with limited budgets will lake a lot of thinking. One thing thev are looking for i a wav to give an advertising campaign longevity; radio can do this through its abilitv to supplv top merchandising, such as point-of-sale tie-ins or cementing dealer-eompanv relations through -ales meetings. Vnother thing that radio must do i \rlliur figures it is present!) selling onlv one-half what it could i is to -teal a page from the newspapers and sell a buver on the worth of the market before it tries to sell the station. \ lor programing, Lrthur contention is that the radio listener cares onlv about what he hears not about w hat station he i tuned t" So it up t<> the stations to pi oj» t theii ..\ ii head t" suppl) su< h fare and the advertise] to undei w i ite it. ( )ne thing he made cleai : I here no use looking at radio through the eyes ol a mathematician. Ii future lies in programing strength and the wav that clients appl) it not in shuffling nuinbei ai ound. Thai a free-wheeling thinker like Jenv \ithui should have come to Donahue S Coe was perhaps inevitable. I his agency, which dates ba< k to 1928 (billings then were $130,(l(ll) I . i itself a preltv free-Style operation. It thinking is well reflected in the word ol Walter Weir, executive vice president, wbo-e organization joined D&C in 1951 : "\\ e believ e ailv ertising i most fruitful when il i most helpful to the people to w hoin it i addressed. \\ e believe the onlv wav a COmpan) can meet it objective i I'v convincing the people with whom it hope to do business that it can best help them meet their objective and we believe your advertising must help build this conviction. . . . We cannot offer more than the client himself is read) and able to offer." i D&C todav bills in excess ol $30 million, i Please turn tt> page ~'l • D&C GROCERY PRODUCTS division hear Arthur's views on radio techniques. (L to r) Fred Nabkey, Tri-Nut Margarine a e; Orville Chase, Bosco a e; Don West, v. p.; Arthur; Walter Weir, exec v. p.; William Berech, Kasco a e. "Radio sellers are too defensive," says Arthur n