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.
PART FIVE OF A SPONSOR SERIES
SPONSOR'S
$500 MILLION
PLAN FOR
SPOT RADIO
Spot radio must adopt 1963 sales tactics now
^ Industry needs sharper selling focus, stronger sales ideas, more competitive approach for $500 Million goal
^ SPONSOR reviews current selling methods, suggests new tactics to give medium greater sales horsepower
In the first four articles on its $500 Million Plan for spot radio, sponsor proposed the following:
First, that radio {network and national spot combined) should set as its goal at least 9% of national advertising budgets by 1963. This would give spot alone an annual billing in excess of $500 million.
Second, spot radio must become more competitive with other media. Spot radio's major competitors for national advertising are, in order: newspapers, spot tv, and outdoor. Instead of inside-the-industry fights, spot radio must concentrate on outdoing these competitors.
Third, spot radio must "clean house.'" sponsor listed six major types of outworn, old-fashioned business methods which are impeding spot radio's progress.
Fourth, spot radio must build new prestige with sponsors. The quickest, surest way to create a more favorable image is for radio to become the No. 1 "community medium" in every local market.
In this fifth article sponsor discusses the weaknesses in present spot radio sales practices and suggests a review that will strengthen the medium's selling power.
28
f\ few weeks ago, sponsor editors along with a group of timebuyers and media men from Bates, Compton, BBDO, Y&R, JWT, Esty, Mathes, and many other top agencies, attended a radio station presentation at a well known Park Avenue hotel.
The gathering was cheerful and congenial, the cocktails excellent, and the presentation itself took only 16 minutes, a fact of which the station host, a clear-channel 50,000 watter in the Southwest seemed very proud.
The pitch which was expensively
presented on color film detailed the usual facts about station coverage, competition, No. 1 position in the market, and programing pattern, together with some rather mystical remarks about the station's unique sound. When the presentation was over everyone applauded politely, sidled up to the bar for one last drop for the road, and then scattered homeward to Westport and Bronxville, Maplewood, and Jackson Heights, and Greenwich Village.
SALES PLAN FOR NEWSPAPERS
Last month in Chicago, A . H. Motley, publisher of Parade, outlined to executives representing 1700 newspapers a basic strategy for the industry's 1959 "Total Selling" campaign, which is backed by a reported $2 million fund:
1. Never try to sell space without also trying to sell the over-all power of the newspaper medium.
2. Don't neglect the younger men in agencies and in company advertising posts.
3. Simplify your rate cards.
4. Give great frequency, volume and continuity discounts.
5. Narrow the gap between local and national rates.
6. Know your product. See a lot of people. Ask all to buy.
sponsor believes that these same six rules apply with even greater force to spot radio in its sales battle against newspapers, spot tv and outdoor for national business.
illl]i:!ll!ll|i!l!l!li!l!!:illlllllllllllllllllllllllllllllllllH
SPONSOR • 21 FEBRUARY 1959