Sponsor (June-Sept 1960)

frank talk to buyers of air media facilities The seller's viewpoint //. agencies met) think they're getting local (specifically local New England ) audiem es but it's onl) wishful thinking, according to John Canty. < ommercial manager, If CCM, Lawrence, Mass. The fact is most local retailers cither never heard of or aren't interested in the rating services. "They don't haunt us for arailahililies in the traffic hours. Run-of-schedule makes ■ ■ them." Cant) contends, and adding, "we don't hare to keep hammeriri'j more people in Greater Laurence listen to us than to any other station. Why? Because they're interested in results — and results are what they get. FOOLS RUSH IN, WHERE ANGELS FEAR TO TREAD It' too bad thai the merchant in our market, and the big service companies and supermarkets of New England don't feel the ua\ New York agencie do. ^ c-. then we'd have to go out of business, and surrender the biggesl radio audience in our market to th< Boston powerhouses that "cover"* us. Then the national advertiser who think lie* getting our audiem e here realrj would he. and really would be gettint: his money's worth. It's also too bad that every local station in a market of 50.000-150.000 surrounding Boston I other major markets take note. ■ ildn'l have the same demise. If this happened, the Y Y. agenc) would then he getting what it think it" getting now— the Brockton market, the Quinc) market, the Lowell market, the Lawrence market, the Haverhill market, the Salem market, and the Lynn market. (This i a rough Boston metropolitan perimeter, i rhese poor local retailer who probably have nevei heard of Nielsen, Hooper, or Pulse, can't seem to tell lt kilowatt from a 50-kw. The-e poor slobs onlj know one simple fact— that they, and most people in then trading area listen to us! They are real ^ ankee Traders, and you've got to deliver or you're dc.id. We don'l have to keep hammering to them that more people in Greater Lawrence li-ten to us than to any other station. The\ know this. They want the same thing national advertisers want — re-uIk "ind amazingly, these tool who have heard only of Gallup and Kinsey. get results. They don't haunt us for availabilities in the traffic hour-. Runof-schedule makes sense to them, in hitting as many of our daily audiences as they can. They tell us the! facts, we write it. they proofread it. You can bet they get their money's worth, and that they get their points across. Nothing stilted: nothing fancy. Just straight talk — plain, Yankee style. Sure soui^ convincin" on the air! We're No. 1 in Greater Lawrence I Pulse I. Thiis contrary to the fact that we have no national food:and grocery: no tobacco products: no national beer advertisers: no national gasoline and lubricants: and: no drugs and toilet requisites: no agriculture: seven of the top ten categories of National spot radio cate-1 gories. Despite the fact that there are over 300.000 people in our primary coverage ( we cover them all. along with our secondary coverage that we don't even mention), we cater to a small nucleus of 140.000 which is Greater Lawrence ( 28 miles north of Boston), the market we claim, the market we -erve. the market that in turn rewards us by listening more to u than to any other station, including the Bostor. "coverers." Multiply us by at least 200 "fringe metropolitan" stations across the United States, and you can see the area that local fools rush into, while cautious, expert angel (New ^ ork agencies) stav away — most, that is. ^ SPONSOR • 4 JULY 196C