Sponsor (Oct-Dec 1959)

De\ ne\ . "a lot of them go into selling — like you. Ed." Devney saluted the salvo with his cigar and a good-natured laugh, and briefcases were pushed aside to accommodate the roast beef sandwiches which had arrived. They were distributed along with coffee cups marked in the usual gradations from regular to black. Bearing down on a sandwich. Randall picked up the ball again: "Ed, do you think that the small stations are getting their fair share of business, enough consideration from agencies?" "Well," Devney answered, "advertising has to go where the market is. But I sometimes think ad agencies donl take time to consider the whole market, which should include satellite markets bevond the metropolitan boundaries. There are other considerations, too: dealer support or sales support as is given out in rural areas. A strong ad campaign might not be warranted." he qualified, "but a small one might be very useful on the basis of dealer relationships, etc." "One of the answers to that." said Martin, "is that many small stations who don't have New York reps make it very difficult for us to buy." Again, Devney pondered a solution, turning his cigar slowly in his mouth. "Inherent in all national published rates," he said finally, "is both the agency's and rep's commission. Perhaps an agency group like the 4A's should recommend that stations without a representative adjust their national rates to allow for commission when business is placed through a representative. Then have all national spot business channeled through a representative. In a way, of course, this would be forced representation." McEvoy shook his head: "I don't think you'd get a 4A group to go along with that." "Legally you can't compel a man to have a middleman." said Martin. "Broadcast trade papers have explored this need," McEvoy went on, "and point out that there is a defect in communication. I think it's a point well taken." "Well, Mac," countered Devney. "we place business on non-represented stations at the request of some agencies. We don't make much money in business we handle of that nature." Pursuing the subject. McEvoy deplored the attitude of stations who feel enough business comes in over the transom to dispense with the services of a representative. The general feeling seems to be that such stations overlook the tendency to buy markets in clusters. But the conclusion, in Devney s words, was that the problem might be solved only "if somebody made a real career out of it." Competition among media was the next subject tackled. "It seems to me." said McEvoy, "that there's a trend toward promotions advertised McEVOY: "At one time, buying activity was pretty academic; buyer was simply supposed to know rate book and coverage maps. This is a new dimension in which he is participating" in a combination of media for a limited time. For instance: a two-to-one offer heavily promoted in a short span of time in newspapers, tv and radio. This trend could reduce the competition of one medium against another." "You mean have complementary selling as well as complementary buying?" Devney asked. McEvoy accepted the challenge. "1 know it's heresy to suggest," he said, "but I think that complementary buying has advanced to a great degree within the last five years. It's probably too much to suggest that you team up with the newspaper rep, but if more emphasis could be put on the actual ad requirement, then there would be a sort of 'communicative' selling at least." Devney wasn't sold. "It's a good idea in theory," he said, "but practically it would be pretty rough. It might work better if, say, CBS TV worked hand in glove with a couple of national print media than it would if you had reps spotted all over trying to work a coast-to-coast campaign with a national magazine." "I guess it can't happen," McEvoy conceded, "but it does suggest that you who sell space and time should have a healthy respect for those buying. The buyers are in the position of taking all the messages and putting them into an integrated market sell for their client." "Of course," Devney agreed, adding, "but that's an agency-media responsibility." From this point, the men veered to a look at what benefits a representative can get out of buyers with marketing know-how. McEvoy pointed out that the C&W view, as reflected in their "Man from C&W" agency ads. is that "when buyers are talking to you about advertising on Folgers or Jergens it is their responsibility to know what goes into the selling activities at that time. I think that at one time, buying activity was pretty academic; the buyer sat in the office and was simply supposed to know the rate book and the coverage maps, and that was it. This is a new dimension in which he is participating, and it must be rewarding to you in your selling activity. " (Please turn to page 76) SPONSOR 12 DECEMBER 1959