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Timebuyers at work
Joe Hudack, broadcast media supervisor at Warick & Legler, New York, feels that "the basic consideration for media selection for most packaged goods is audience turnover — reaching as many new and different homes as possible within the designated budget. Even so-called 'domination of a single medium' does not necessarily mean that the broadest audience reach can be achieved unless schedules are constantly evaluated and improved. Therefore, when broadcast schedules have been established, especially in spot radio and television which allow more flexibility. we do not believe in 'standing pat' with the original buy. Constant examination of spot and network proposals can provide the opportunity for working out various broadcast combinations which could result in attaining the desired audience turnover. Admittedly, a continuous policy of change and improvement throughout the year does create a heavier workload at the agency, but in many cases, hel ; s maintain maximum efficiency. Another important factor is the cooperation of the broadcast sales reps' presentation of competitive proposals. We are always eager to evaluate what they have to offer."
Doug Humm of Charles W. Hoyt, New York, is of the opinion that "knowledge of the client's product and its distribution patterns is a must for the timebuyer. Attendance at client-agency meetings is a great help in educating him along these lines. Once he has a firm grounding in the product's values and its channels of distribution, he's in a position to act effectively. ^^^j^^^ He may learn that for a given cli
jpP ^V ent the initial emphasis should fe
'm on selling the distributor, whole
I saler, and retailer. After all if the
goods have not yet found their way V to an ample number of dealers'
T^ ' shelves, it isn't enough to corn
ea, i municate with the consumer. And,
^fl|0^|k 4jm ^Hk^^ when the
^5%/-%^^^ W^ ^H sells the consumer," continues
2B* ^E ^^kfi&^l Doug, "there are differences in ap
proach. Ratings don't necessarily play as important a role in your strategy, and merchandising support takes on more significance. In other words, it's always important to bear in mind audience selectivity as well as quantity. And remember, knowledge of product means a lot more than what the package looks like. Most effective timebuying is that which keeps marketing in mind."
SPONSOR • 3 OCTOBER 1960
IN PITTSBURGH
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BEHIND THE CAMERAS WTAE department heads average fifteen years of experience in broadcasting. Engineering and directorial personnel average eight years in TV. These professionals provide the deft, sure performance and bright programming that is a WTAE trademark.
BEFORE THE CAMERAS
The tri-state's best known performers give extra personal sell to every message they deliver. Among them are the first news and sports broadcasting team ever seen on Pittsburgh TV and the first women's affairs director. In total, there are eleven on-the-air performers who average more than nine years TV experience. Take TAE and see how they sell for you.
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