Sponsor (Oct-Dec 1962)

"It's to help the timebuyers buy the stations with the specific audiences the client wants to reach. You don't need a computer to use this kind of detailed information. "Marketing and advertising have become more specific and media, as part of advertising, has also become more specific in planning and in buying. This data can help us be more specific in buying and it could also help media be more specific in selling." Two reasons for computers. Aside from the fundamental possible economies in agency operation the computer can be useful lor two reasons. In radio the ups and downs of audience size have tapered off so that each station in each market has a certain amount of stability in share of audience. In video the growth of stations and markets, the equalizing of programing appeal and type has also resulted in a degree of stability. In the words of a researcher, "There is more middle-range audience appeal today and less of the upper and lower than there was ten years ago in television. Then if your show had a 30 rating you had a winner. If it had a 10 rating you had a flop and got out of it. Today there are more programs in the middle or 20 range. With fewer sharp ups and downs we have a stability of data that computers can handle." With this type of research data the computer can assist in lessening the chances of failure where a major advertising campaign is concerned. For what is at stake is not just the cost of the advertising campaign. What is up for grabs is the possible washout of a new market, a new product, the loss of customers for something that has been years in the lab and more years in test markets. These are the factors behind the inevitable use of the computer as an aid to selecting markets and media. These, according to many marketing and advertising executives are the reasons why admen and mediamen will inevitably learn to live and work with each other in the world of the computer. ^ Magnavox puts $150,000 in fm ► Cooperating stations to donate money to NAFMB ► Funds will be used to open New York bureau Fm broadcasting's long battle to get more national ad dollars took an important step forward last week when il was announced that Kenyon & Eckhardt and the National Assn. of Fm Broadcasters had reached an agreement for purchase of $150,000 worth of fm time in behalf of Magnavox Corp. The buy has more than average significance for fm because a unique provision of the contract funnels payment for the time to NAFMB as a contribution from the stations on the schedule. The organization says it will use the money to establish a New York office as a full-time promotional center headed by an executive director. Need 150 stations. The terms of the contract guarantee the advertiser clearance on 150 stations. About 65 stations have already consented, and a spokesman is confident that the quota will be met, "perhaps in 15 clays." The campaign will begin at that time. The NAFMB plan works like this: certain member stations, under arrangements worked out some time ago, have agreed to reserve certain time periods which the association may sell to a national advertiser. The payment for the time would be donated to NAFMB by the station for the purpose of financing an fm bureau similar to RAB and TvB. The agreement carries two stipulations. 1) Such a sale would not divert funds from an existing fm campaign. 2) The NAFMB could not use the plan to compete with the stations. Some NAFMB members oppose (Please turn to page 57) illll!llll!l!lllll!lilil!lll!lllllllll!!lll!l!ll|[i[||l!ll!ll!!llll!P!!IIIIIIP!!IMIlli!!l :i!l!]ill|i!>llllll!llli:i!li:!l!l!llli;!lll'!lllli|ll!lllill!lllllllllillll!i|l' Hastings Brosious T. Mitchell Hastings (1) is pres., NAFMB, and head ol Concert Network. Negotiator H. Brosious is pres., Hamilton Audio Electronics IlllilllllUIIIIIOIIIIIill ■ SPONSOR/29 October 1962 33