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Raleigh-Durham the Nation's
Radio Market
32-county 1959 PULSE again
shows WPTF
FIRST all the
ivay from sign on
to sign off . . .
witha36%share
of audience that
is almost three
times that of our
nearest competitor,
a 12-station local
network.
50,000 WATTS 680 KC
NBC Alltliole lor Raleigh-Durham
or\d Eastern North Carolina
R H. Mason, General Manager
Gus Youngsteadt, Sales Manager
PETERS, GRIFFIN, WOODWARD, INC.
LO
Time buyers at work
Cene Del Bianco, Harold Cabot & Co.. Inc.. Boston, thinks that station representatives are making too main wasteful "social calls" and too few profitable sales calls. "Socializer salesmen." Gene says, ""are easilv recognized by their usual greeting. "I was in the neighborhood and . . . etc.. etc. . . .' These salesmen are finding our doors closed. Sure. I know salesmen have to make calls, but wh\ can t they make them informative and worthwhile? If half the time spent on purposeless calls was used 1>\ salesmen to organize and develop additional information, the result would be mutualh advantageous." Gene makes these suggestions to salesmen for preparing calls: 1 i Be familiar with our clients" advertising, and make your presentation with this specifically in mind. 2 I Compile your data in duplicate so the Inner can study it after you leave. 3) Tell your station's story always in light of new information. "We want to do business with \ou." Gene tells salesmen, "but it will be because we can profit, not because you're a "nice gu\."
Al Coldman, Goldman \ Shoop. Inc.. Pittsburgh, feels that an absolute single rate is the onl\ answer to the local vs. national rate problem. "The proposals to heller define what constitutes a local. regional or national advertiser are not solutions." Al sa\s. "The) are evasions of the entire issue. I inform rates without qualification
are the ethical foundation on which everj well-established industr) is built. \l thinks that agencies which demand a local or regional rate for their clients are taking a short-sighted viewpoint. Growing agencies must sooner or later place schedules beyond their cit\ and region, he points out. I hen the J * multi-rale practice which seemed
^gJ^^^^H H^W. >n local ad\eili>
^k fetoh encroaches on them. "In
5^^^^^ ^^ ^^^^^B I'itt-hurgh applied
to local, regional and national accounts successfully b\ the three major l\ stations. KDk \. \\ T \l. and \\ I IC. Business is flourishing both Locall) and nationall) for these stations, and because ol no rate cutting, there is a health) relationship between the agencies and stations. The) set a fine example for stations throughout the country.
SPONSOR
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