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.
^ SPONSOR
3 OCTOBER I960
PLANNING the floor space for Benton & Bowles'
20 IBM machines: (I to r) John Boyd, Jr.,
manager of data processing; Carl Goodman,
supervisor of tabulating dept.;
Marvin Katzman, mgr. of tabulating dept.
WILL COMPUTERS
REPLACE TIMEBUYERS?
^ The growing use of mechanization by agencies may soon revolutionize the timebuyer's every-day function
^ The removal of hordes of paperwork will not mean his replacement, but new status for him, business for spot
Wi
ill the timebuyer become something to throw a cover over at night and switch on in the morning?
The question is in the air this week as a major agency takes an important step toward mechanizing its media department (and six others). Benton & Bowles in New York has turned over another 21 feet of floor space to the computers, and the machines will now occupy a 21x68-foot area that
once housed clerical personnel. This is in marked contrast to the crowded corner of a few years ago. when B&B served as an IBM pilot project, and the layout has been designed to make room for further additions.
When B&B knocked down another wall and moved in its twentieth machine, and as other agencies followed its lead, the industry wondered aloud just what the inevitable changes
would be — in other words, whose place would they take?
After all, some theorized, with proper feeding and digestion the machines are soon able to take over most of the jobs of cost-estimating, media selection, preparation of insertion orders, preparation of contracts, forwarding, inter-media balancing. In fact, exulted William Salkind. associate research director at Kenyon & Eckhart, last week, '"They can bring together all the information you need in minutes; books of stuff can be produced in a day. They are fascinating and fascinatingly useful to the advertising business.
'The beast is such that if you join with it and learn to understand it, you can really ride high. Bui
SPONSOR • 3 OCTOBER 1960