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EX-AGENCY folks at H-R (I to r) Gil Miller, account exec, radio; Gene Malone, account exec, tv; AI Ritter, assistant sales mgr., tv; Jack Canning, account exec, radio; Avery Gibson, vice president, sales development; Max Friedman, eastern radio sales manager; Art Berla, assistant sales manager for special projects, television; Tom Buchanan, account executive, television
WHY BUYERS BECOME SELLERS
^ Here's lowdown on why agency-trained personnel switched to rep firms. Agency experience helpful. "Rep selling more challenging with greater financial rewards"
^f irtuall) all menfolk in station repping who reflect on their past jobs in advertising agencies do so with thanks for experiences acquired; but the nostalgia, it appears, isn't as thick as the 70-cent spread advertised on the air. SPONSOR last week talked with numerous rep firm inhabitants who switched, so to speak, from buying to selling. \\ hat motivated them to give up their Madison Avenue timebuying chores in favor of selling the merits of broadcast advertising?
On the whole, most rep men did not hesitate longer than it takes to deliver an I.D. to come up with quotable answers. However, several tart replies came from rep firm personnel that must obviously be recorded without identifying the respondents.
I'm example, there was one who said doui l\ : "As a buyer, I had to make sure I got the besl time available f"i mj objectives. As a seller, I have to unload whal I have. The
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heck with the buyer's objectives; I've got my own objectives; I've got my own problems."
Said another grizzled rep and escapee from the ad agency dodge: "The great blessing is not having to work with an account executive."
Still another rep salesman prowled: "My callouses are now in a different extremity." What seems certain after talking to station reps is that the loot's better on the other side of the street — and that's why they became sellers !
Here, for example are the thoughts of time salesmen who came "acrossthe-desk" from media departments of agencies: Bob Burke, Young-Tv. I < ■ 1 1 1 1 < 1 1 \ Benton & Bowles, Grey, and Cunningham v\ Walsh, told sponsor: "My entire nervous system has done a double reverse. Instead of worrying about being able t<> l>u\ it. I urn i \ about being able to sell it." Mi colleague, Esther Bauch. at Vdam Young, Inc., formeil\ chief
timebuyer, Leo Burnett, said succinctly. "Now I buy the lunches instead of getting them."
Declared Ted Brew, Adam Young, Inc., formerly media supervisor, BBDO: "I discovered that you never really get to know a market until you sell it because to attain in-depth knowledge of an area, you must get to know each station as well as your nun. I found out, too, that you never know people until you sell several various kinds." Bob Syers, Adam ^ oung, Inc., formerly BBDO, said proudly, "I never before realized the creative potential and vast scope of radio until I sold ii."
The boys at II-B Television and I IB Representatives who migrated to station repping from the advertising agenc) business took with them considerable experience — assets that are standing them in good stead in their present endeavors.
There's (lil Miller, now accoun
exec at I IK Reps, who was forme™
M'ONSIIH
2 JULY 1962