Sponsor (July-Sept 1961)

Record Details:

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BULLETIN: to you know who! Are you aware, sir, that the Tidewater is growing 21/£ times faster than the nation as a whole? Did you know, too, that WHIH has the liveliest format, the brightest personalities and the most distinctive news and public service programming in Virginia? What we're saying is this: we'd love to help you pop millions of those tiny little tea leaves into the cups and glasses of WHIH listeners. Forgive us this brazen superlative, but we believe we're far and away the best chaps for your job in the Tidewater area in Virginia. HI ini FORMERLY WLOW TIDEWATER, VIRGINIA AN ELLIOT STATION Representatives: Avery-Knodel ^ CANY H, with the 'BIG CHEESE* in Wisconsin Not only 34 million people but 2 million cows. WEAU-TV EAU CLAIRE, WISCONSIN 44 Reps at work John S. Hughes, Avery-Knodel, New York, doubts "if therel another business where mutual respect of buyer and seller is vital, day in and day out, to orderly business transactions. In broaq casting, there are many elements which contribute to this mutut respect. Time, of course, is one of them. A seller's knowledge ar appreciation of a buyer's pro! lems is another. Business-like titudes and the realization that buyer and seller are actually ei gaged in a mutual venture to sei their respective clients in the be possible way are still other coi tributing factors. But this is doubt of the most importance all: a rigid practice on the pa| of the seller of broadcast time determine the established prii for the time offered, state it clea ly at the outset, and adhere to it. Juggling prices because the sell! has a 'fourth-rate station' is a poor substitute for salesmanshij Such a procedure invites retaliation, ultimately resulting in loss confidence and respect, on the part of the buyer and the accou: Samuel F. Jackson, Weed Tv, New York, finds a "need for closer rep-advertiser association, now that the relationship betwed the broadcast rep and the agency is firmly established. The not-to long-ago addition of the third tv network, coupled with the intr duction of spot participations within network shows, has done muil to discourage the advertiser's use of flexible national spot advertising. The time has come when reps must ally themselves more closely with the advertiser in association with his agency. The rep must obtain a closer workiag knowledge regarding the advertiser's specific product problems in relation to the selection of markets and media. With this knowledge, the rep will be better prepared to sell the markets and stations he represents. Does the dollar the advertiser invests through the r and agency realize a profit to him? The rep is the 'broker' of tit and should be concerned with the advertiser making the best inve ment, rather than be concerned with obtaining the largest ord< More attention today should be focused on how much the rep c give the advertiser rather than how much he can get from hin SPONSOR 17 JULY 19*