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• RAB — furthering of spot radio as an advertising medium through sales presentations, sales meetings, clinics and conferences for stations and/or advertisers. RAB circulates printed brochures and research reports to agencies and advertisers. Mailings to members containing new sales tools and research facts to help salesmen, promotion and sales development staffs.
• SRA — supported by station representative companies, this organiza
tion also directs its efforts toward furthering spot radio and tv as advertising media. Among its accomplishments in the last few years: devising of new contract forms for both radio and tv; campaigning to get stations to adopt a one rate policy; prepared and presented several slide presentations on spot radio; prepared and placed a magazine campaign for 13 weeks on behalf of summertime spot radio; established Silver Nail timebuyer of the year award and
also did many other things.
Currently SRA is undergoing a campaign to establish a central source of information for competitive advertising, on a more current basis than is possible through available reports; and a campaign to enlarge samples and reduce the number of ARB and Nielsen reports.
• TvB — was founded "to promote | the broader and more effective use of tv as an advertising medium at all | (Please turn to page 53)
Television Bureau of Advertising
OFFICERS? Chairman — Glenn Marshall Jr.; president — Norman E. Cash; secretary — Payson Hall; treasurer — Gordon] Gray; ass't secy-treas. — Catherine Powers.
BUDGET: $1.1 million a year. Of this, 77.8% is allocated directly to sales and selling! research, sales promotion, etc. 22.2% covers administration of selling effort, servicing of member requests and conducting of sales clinics.
MEMBERSHIP: three networks, 239 stations, 16 station representatives and four associates (colleges).
DUES: networks pay $10,000 a year. Stations pay the highest published quarter hour rate per month. Reps, pay 6% of the total of quarter-hour rates of all its stations,) per month.
MAJOR ACTIVITIES: consultations, presentations, new research, continuing services full library. Annually analyze top 100 national advertiser media preference and semi-annually issue up-to-date statistics on tv's basic numbers.
Norman E. Cash
"
Television Information Office
OFFICERS: Director — Louis Hausman; as&t director — Roy Danish; general manager — Carl J. Burkland; executive editorLawrence Creshkoff; librarian — Catherine F. Heinz.
Louis Hausman
BUDGET: figures not available.
MEMBERSHIP: 150 tv stations. Three tv networks. National Assn. of Broadcasters.
DUES: Stations and networks pay highest quarter hour one-time rate quarterly.
MAJOR ACTIVITIES: "TIO seeks to build two-way bridges of understanding between the tv broadcasting industry and its many publics." It publishes and distributes special studies and reports to civic and educational groups and opinion leaders, assists stations in disseminating information about their special-interest programming, and provides background information to its members on areas of current public interest in television. Current activities include: development of slide presentations for advertiser and station use.
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SPONSOR
17 july 1961