Sponsor (Oct-Dec 1960)

frank talk to buyers of air media facilities The seller's viewpoint The rise in public affairs programing on tv (see pages 29 & 30 in this issue) spotlighted the networks' operation in this field, but local tv stations are becoming more active, also. Exactly what this can mean to the local sponsor is explained here by Joseph M. Higgins, general manager of WTHI-TV, Terre Haute, Ind. As Higgins points out, public affairs is not only a rewarding job for broadcasters but is highly appreciated in the community and is an effective way of improving the image of l><>(/> broadcaster and station. Local 'image' shows good bet for national clients Iwl erging of the "corporate image" and "station image" through sponsorship of locally produced public service programs is taking place more and more — mainly on the local and regional level. There are some national advertisers who are moving in this direction, but far too few. The concept that all broadcast media is local has led radio and television stations to program more and more locally produced information shows patterned after various network shows. It is obvious to station operators in smaller markets that this is the way to build station loyalty and be a strong voice in the local community. In turn local and regional advertisers are building their image by sponsoring these shows. And the successes derived by these non-national clients should be indicative of the course national advertisers and their agencies should take. Today's "image" developing programs are created by diligentK searching for outstanding talent and by scheduling features truly designed for the community. Such factors produce quality public service shows wherein the client receives top flight sets, professional talent and. most importantly, an over-all desire on the part of management to produce quality performance — all to the client's benefit Such painstaking development is not accomplished over night, of course. We spent many hours in the buildinj programs and personalities which would reflect the locai people. However, once the spadework was done we realized, as other broadcasters did, that it is not only more fun than daily administrative chores, but the efforts are appreciated by the community. The end result is simple: the desired "image" of advertiser and station is projected. Locally our regional advertisers are maintaining a favorable climate with a varietj of programs. During the Christmas season musical shows featuring individuals, duos, quartets, choral groups from high schools, churches, colleges, and other groups have been scheduled. At Eastertime man) of the same type programs are featured. Throughout the year discussion programs on local, area, and state topics fill the bill. The old reliable panel shows featuring dominant and colorful personalities build the corporate image of Terre Haute industrial groups. This same programing will accomplish the goal for national advertisers if given the chance. Admittedly many of these shows went sustaining for several seasons, but with confidence, trust, and believabilitj proven the corporations shared with the station in building its image. Now almost all public service or "image" shows are sponsored by local concerns. Our station personnel know the daily habits of our people. We recognize when controversy is "hot" enough to air. We know what talent is required. This is when top management plays an all important role. The personalities involved "just left the club," or were at last night's political rally, or at last week's wedding reception, or are plain neighbors. You are always within close contact of everj situation. As these needs and wants continue to develop and expand, both corporation and station will benefit immensely. But the most benefit to such a merger goes to the public. Broadcasters have proven that objective public service programs demonstrate beyond any doubt of a knowledge of the wants and needs of the community they serve. Broadcasters also know the kind of sales message delivered from their studio that will have the greatest unpad I" accomplish the corporation image. Local and regional advertisers have shown what success can be attained through these programs. With the advent of more nationally sponsored, locally produced public service shows. I believe, the mutual image goal of advertiser and station can 1>-' served with distinction and efficiency. ^ SPONSOR • 26 DECEMBER 1960