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is being proposed by trio of new concerns
CENTRAL MEDIA BUREAU :V & RADIO — CMB has answer to agency-rep-station paperwork problems, using sophisticated computer facilities of C-E-l-R, Inc. CMB's principals re William J. Sloboda, exec. v.p. (left), Lois Hirst, v.p., and Kenneth Schonerg, pres. (standing). Here, they map new "economic maximum" formula
;:ts," said Kenneth C. Schonberg, esident of Central Media Bureau. The lack of prompt information on
•(issed spots can cause real head
aches, and agencies often find themselves suddenly involved with makegoods on a flight of spot announcements which is already over," said
George W. Schiele, sales v.p. of the SRDS-sunported Broadcast Billing Co. "Agencies have admitted to us that the media bills they usually pay first are those that are 'authoritative,' and what they usually mean by that is billing from print media, not spot," said Lee Mehlig, exec. vp. of Broadcast Clearing House and himself a former broadcaster with first-hand experience of spot payment slow downs.
Just what are the new billing firms offering?
There are some significant similarities— and differences.
Central Media Bureau, just-announced arrival on the central-clearance front, feels that the paperwork problems falls "into two main categories." As CMB sees it, they are: (a) the huge variety of paper forms with which stations and agencies have to contend, and (b) the "highly complex rate discount structure" that has grown out of the competitive nature of spot broadcasting.
The solution to the problem, CMB believes, lies in the simplification and standardization of spot forms, the centralization of records of discounts earned by spot advertisers, and the establishment of a central point to (Please turn to page 46)
lighlights of Central Media Bureau study of spot "systems"
L Timebuyers spend 75% of work week chopping path vough "paperwork jungle," CMB survey reveals.
i
Buyer function
% of total time spent
Reducable via automation?
lecting Availabilities
39%
No
:uring Plans, Discounts
12%
Yes
sting Alternate Schedules
21%
Yes
ition Confirmations
8%
. No
1 1 ^paring Client Estimates
5%
Yes
ling Discrepancies
13%
Yes
/ising Client Estimates
If
2%
Yes
1
1 pNSOR • 16 OCTOBER 1961
2. $8.8 million in spot tv billings (or 16% of the average billing on U.S. tv stations) is 60 days "past due" in any average month because of delays in clearing, adjusting invoices at agencies.
3. 60% of spot agencies say it takes from one to 3 weeks between confirmation of a spot buy and notification to other agencies of new earned discounts when multi-product client is involved.
4. 50% of reps say it takes more than one day, and up to a week, to receive written confirmation from agencies of an oral sale in spot radio/tv.
5b $500,000 in salaries is spent annually by one large agency just to handle spot paperwork.
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