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AGENCY USES FM IN SELF-SELL
^ Off-beat commercials in fable format plus cultural fm programing is Zakin agency's unique formula for selling itself and promoting advertising's image
1^1 ar\ a day has gone by in the past year when someone hasn't defended or berated the advertising profession in print, on the air, or from one speaker's platform or another. One small N.Y. agency, however, is doing its bit to promote advertising, and at the same time sell itself, through an unusual house-produced fm program called Montage.
"There is no better way for an advertising agency to prove its abilities and intrinsic worth, and the worth of the profession, than to sell itself through its own skills," said Alvin Zakin. partner of the Zakin Co. Instead of putting forth "high-sounding general messages," the Zakin Co. presents advertising problems with j their solutions, in the unexpected form of fables, written and delivered, as Zakin put it, "with the creative touch that best illustrates an advertising agency's prime function: to make a strong selling point, and to
make it memorable through originality."
Montage brings to the air a wellrounded program of cultural selections ranging from discussions of the arts and current events, to music, drama, recitation. For example, a listener may hear within one hour (the program runs on WABC-FM from 9-10 p.m. Thurs.) Moss Hart reading from "The Man Who Came to Dinner," Elaine May and Mike Nichols doing improvisations to music, and Richard Dyer-Bennet singing folk songs. Another week he may hear the Oranim Zabar Israeli troupe, agencyman-turned-comic Bob Newhart, and a performance by Van Cliburn. And so on.
Why fm? "Because the kind of programing we wanted to do would best be done through a medium which we believe has the narrowest focus on the audience with the broadcast point of view." said Ted Eisenberg. crea
tive director of the agency. The Zakin Co. started this program with a double intent: "Commercial statement of advertising in a positive way to help advertising and ourselves," he said. "We were looking for a way to present our ideas on advertising to the general public as well as to people in management in the N.Y. area," said Zakin. "Fm seemed to be the answer."
The program began last 21 April and will run for 52 weeks. There are no plans to repeat any of the shows, although recently a repeat was imperative because the material for the scheduled show was in the home of producer Jim Duffv during hurricane Donna. "With $3,000 worth of recorded material floating around h\> living room."" Duffy gave the go-ahead to repeat an old show.
Montage is Duffy's first crack at producing a radio program. He i* a junior high school teacher "with
Zakin's shows
and advertising
fables are
flavored with
unusual content
Eli W attach and Geraldine Page (left) recording a discussion on method acting and the merits of actor s studio, in a special Montage interview. Actor, Peter Turgeon (right) is narrating one of agency's advertising fables. There are 8 fables in the series.
• 3 OCTOBER 1960