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DEVNEY: 'There's nothing worse than going into a buyer and getting an answer that he doesn't know why the media decision is yes or no"i
RANDALL: "Broadcasting is probably one of the few inidustries that deliberately makes itself difficult to buy"
Randall, seated at the head of the table, fired the opening salvo at 12:14 p.m.
Said Randall, addressing Devney, who was seated at his left: "You know. Ed. the broadcasting industry is unique in that it is probably one
media dir. Newman McEvoy, buyer Gary Pranzo
of the few industries that deliberately makes itself difficult to buy." Pranzo and Martin, seated across from Devney, added to this broadside.
From Gary Pranzo: "Because of varying rate structures, Ed, vou often find salesmen getting confused. Their rate of error is high."
Martin: "Bu)ers get bogged down with paperwork, and salesmen get involved with rate cards instead of talking about a stations qualitative aspects."
"In other words." said Randall "do \ou think there's any hope of a standardized rate structure Ed?"
After a moment's considering, Devney threw a solution out for discussion. "Something like that has been done in Canada." he pointed out. "Every Canadian radio and tv station prints a rate card on a form that fits into a special looseleaf binder. About 0.5% of the material follows the same general pattern. Everybody gets a copy of the book."
"Do you think." asked McEvov. "that RAB and TvB ought to work out something like that for U. S. stations?"
"Yes," Devney answered flatlv. "I think a committee of industrv people, that is. station operators, repr^sentallves and agency people should get together to devise a standard rate structure which would give a common base for all published rates."
Martin was skeptical. "Would that eliminate the horsetrading and special deals we're sometimes offered?"'
Said Pranzo, "I don't think vou could ever accomplish that, but at least it would put most rate cards in a more orderly and useful form.'"
Randall embarked on a different
MARTIN: "How do you think spot radio is going to fare next year when tv rates go up?"
PRANZO: "Varying rate structures often confuse salesmen. Their rate of error is high"
approach to the problem. "You know." he said, "all this complexity in timebuying makes the job a lot harder than it used to be. These days anyone in media who has a good background in broadcast buying is in great demand. But many people who've been in it for a while get to the point where they're fed up with all the detail work. They want a job thats equally rewarding but simpler. So." with a flick of his palm toward
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