We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
frank talk to buyers of air media facilities
The seller's vie^A^point
Are you stucfc with the illogical logic of the short-flight order? Ed Mullinax, manager of WLAG, LaGrange, Ga., points out that wliile the short runs are better tfian no business at all they cannot deliver one of radio's biggest advantages— lasting impression upon the listener tfirough repetition. Tliey're also tough to handle from the station s point of view. Here's his suggestion for keeping everybody liappy as ivell as mafcing timebuying as flexible as radio in serving the advertiser s purpose. Perhaps his idea ivill work for you, too.
LET'S PUT SOME LOGIC INTO TIMEBUYING
It isn't cricket to complain to your customers, but that doesn't mean that sound suggestions should receive a deaf ear. So, it is logical that radio's everincreasing time sales problem is the "short flight" order. True, a short schedule is better than no business at all, but the three-, four and six-week campaigns miss one of radio's greatest features: lasting impressions upon the listener through repetition.
Agencies will invariably insist upon choice time slots — early morning, noon-hour, late afternoon and early evening. "Adjacencies are desired near news, sports, weather and other well-rated programs. Client plans to run a four-week schedule."
This is well and good, from the agency standpoint. But, from the station standpoint, can you afford to tie up a choice time period for a very brief schedule? Granted that national business brings a few more dollars per spot, you still must remember that a good local account, 26 to 52 weeks run, will bring you far more income. So, since the extended schedules are usually on a local basis, you must show preference to the local account with the long-range plan. Thus, the agency is compelled to consider availal)ilities less attractive, when "short flights" are placed.
We have found a temporary solution to the problem, and this plan has met with the acceptance of most agencies. We simply get on the phone and ask for "run of schedule" orders, within given time periods. If this fails, we follow up with a request for a flexibility arrangement, allowing us 15 to 30 minutes leeway in scheduling. Today's radio, with so many news and weather shows, is a flexible medium for the advertiser to use. So, the scheduling should be flexible as well.
We doubt that a "bumping" provision would help in short term contracts. By the time you submitted alternate availabilities, the short schedule would have expired. It's just better to have an understanding in the beginning. And, happily, most agencies are cooperative.
In due time, the standard 13 to 52 week spot orders will again prevail in the majority of cases. But, during this day of "short flights," "saturation orders," and "special campaigns," let's get some logic into timebuying. Give the broadcasts a bit of "running room." Your spots will get a better placement, your buying job will he easier, and the advertiser will get better results. ^
68
SPONSOR
5 DECEMBER 1959