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Reps at work
Frank Martin, Blair-Tv, New York, answers the magazines that claim new flexibility for their medium. "While the sectional split-run innovation can cut waste circulation, that's only part of the advertiser's problem. No magazine has a commanding shan of audience in any given market as compared with spot tv. Addi
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j^B%*^S? deliver it with impact." Continues '^^L W '^B'-^w '•''' Martin. "In any given market the HhV M^^S *2 leading magazines cover only ^^^^™*^^^^ thin slice of the entire deliverable! audience. It takes spot tv's tremendous reach to deliver a truly mass section of the market. What's more, the proven superior impact of sight, sound, and motion selling is what continues to give spot tv its consistent growth. Split runs may save dollars, but it takes impact to make sales, and dollar for dollar nothing matches spot tv.'
Richard O'Connell, executive vice president, Devney/O'Connell
New York, pleads for simplification of rate structures in the in dustry. "While our firm is totally behind SRA's effort for a single rate, we are equally desirous of seeing a simplified single rate adapted throughout. Our own crusade along these lines has borne much fruit over the past two years. However, if the revered buyer of time is to be effectively relieved of the burdensome aspects of timebuying, further simplification is imperative. In radio particularly, frequency discount per se is as modern as an ear phone set. With its elimination, the station operator happily kills short rates and rebates— long the nemesis of billing departments. Devney-O'Connell has a simple-to-read folder on simplified rates available to one and all on request. In distributing it td several hundred buyers we received overwhelming support withii agencies on the buying level. This enthusiasm was outdone only b; that shown among the heads of major agency billing department: Remember, that which is easy to buy is. accordingly, easy to sell
SPONSOR • 7 NOVEMBER 196(1