Sponsor (Oct-Dec 1962)

band) in Standard Rale and Data. Unless rales are exceptional low, the unsolicited rale card is usualh ovei looked, sponsor editors found. Program personalities. Some timebuyers find news oi changes in program personalities ol primary Importance — especially in radio. In radio or tv, however, it was lelt that a well-known figure coming on a station can grossly ailed station listenership. One strong personality may capture the attention ol an important audience group, lor instance, women. Advertisers recognize and take advantage of this. On special appeal programs lor Negroes, kids, and Spanish-speaking listeners, personality changes are considered most important. Trade advertising. A tradepaper advertisement can bring the station to the attention of the timebuyer, but little more, timebuyers sav. This attention is peaked when the ad is well placed in special issues on the market or subject the buyer is interested in. In trade ads, buyers prefer hard sell techniques so the station message can be comprehended quickly. Some of the slogans or selling Bitches remembered and mentioned by those interviewed were, "only full-time Spanish-language station in Florida," "delivers 50",, more homes than station B in Syracuse area," "Pulse says has top adult Negro circulation in Atlanta." or "radio station of The New York Times." If not meaningful and documented, the station slogan should be clever and attractive, buyers said. "In the land of milk and money" was one such eye< ate her. Several timebuyers mentioned it takes two or more ads to sink in the call letters and image. Then, subconsciously, there is a recognition when they look through SRDS and begin picking stations. More important than tradepaper ads is tradepaper news, was a frequent opinion. Although ads are looked at if they are good, being in the news shows objective prominence in some wav. and not oftensubjective station promotion. Good music. Although "good music" is not a general category oi promotion, it was so often referred Gimmicks are not only conversation pieces Buyers may not always use gimmicks, but remember the station. When buying time comes the station recall is quick. Above is WJZ-TV, Baltimore, game lor admen to by buyers as objectionable, it is included here separately. Promotion material barking "lively station," "rich market," "high ratings," and "good programing," are all bedfellows ol such nebulous promotion. One buyer comments. "Much of it is grosslv inaccurate poetic license." But the specific term "good music," so often held up as a sales highlight, is most challengeable. Hillbilly, classical, and western are more popular in certain parts ol the country than others. "In Phoenix the bank president might very well listen to western music, while a man in the same position in New York might call classical good music," one buyer contended. Aside from the legion there are personal likes and dislikes. Two men from the same office buying in the same market could very well have different opinions. The term has about as much meaning as good candy, good cigarette, or good automobile, buyers sav. Who's to sav "good music" can be associated with the best-selling format, anyway?" one buyer commented. "Unfortunately, often a constant barrage of low. discordant. gin-mill type music resulting in a heartless bludgeoning is what people want — good or not." "Every station screams we're the best," said another timebuyer. "II our advertising were as bad as the stations" we'd be in a sorrv state." Program schedules, Buyers disagreed as to the value ol station schedules. Some said "I keep all the latest ones"; Others said "I throw them all out." When a timebuyer works almost exclusively in one market, schedules are watched closel) and matched against the competition. "In such a case we watch everything," said one buvei. "new news, program packages, personalities, and where they're all being put." Gimmicks. 'II a station wants to < ait h m\ attention, their pit< h stands out much more with a gimmick." savs one buyer. Buyers claim even inexpensive gimmicks such as cracker-jack boxes, candy, or glasses seem to give them a hanger lot remembering, "But don't get lite wrong idea, a buyer Inn i ied to add. " The gimmicks themselves won't do ih< iri(k. I)iu We talk about them, use (Please turn to page 5 1 1 SPONSOR/ 10 DECEMBER 1962