Sponsor (Oct-Dec 1963)

PUBUSHER'S REPORT ( )iii' mail's N leu ol Mi^iiifii-iiiit li.ippfiiinus ill liiii.iik.ist .i(lM-rti>iiit( Dr. Roslow says a mouthful AJTKK Ml. llif pot.sliots that liavt' l»tvii lukrii at tlir rating Hfrvir«-> tlii> vrar. I'm }i\ui\ of till* <ip|iortuiiil\ to slmw tin* oilier siiji* of the coin. Jim Stort*r. gnicral manager of WJW iiadio. (ilcveland. and a fellow wlm examines re!<«*arrh with a fine-tooth comb, reminds me that Dr. Sydney Koslow mad«* some nolewortln remark-^ al>oiil ratiii";^ at his rerent i'lil-e \iuii\er~ar\ laiiicheoii. I >a\ thai Jim "iciiiiiMl^ me l>eraii-e I lunl lieeii impress<*il with tlioe >ame comriieiilo when the) were d«*li\eie(l and fiilh iiileiuled to de\ote a i uhimn |i> them. Hut l>\ lliat deailline limi* iwhirli i ahoiit when I >il down to ftiirill m\ WeekK (-ommilinenl i s)iiiielhiii>i newer had iiuwded it out. So thanks. Jim. VI hat Dr. Hoslow >ai(l was that it is a "discredit" to the men and women who bu\ t\ and radio to sa\ that tlie\ ha\(* an "idolatrous devotion ' to ratings to the exclusion of other factors. He listed common sense, intangible values. bu\er-seller relations, eflt'ctive seiliii';. station reach, station imaue. adjacent programing, audience receptivity, stall know-how. elTe<ti\e .>-elling. ( reative buying as some of the factors considered in addition to audience estimates. He suggested that business is shortchanging itself b) not taking full advantage of |lhe fuller, dei-pt-r meaning of (|ualitati\e audience researt h. I heard Dr. Ro>low talk lhi> wa\ In \ears ago. I've listened as he and other Ithoughtful researchers warn«'d station men to be < areful not to misuse their rest*arch. Mut even as the\ spiike. the spell of the magic rating, and the prop Ithat it lias provided in evaluating programing, was falling over a whole |indu>trv . It is mv opinion that most conscientious rating researchers look l(iiwai<i lo lindustrv metho«lolog\ and standards. Ratings will still be important but as Roslow indicates, the day of rating worship has passed. This is a hard Ifact to swallow for manv who would «till prefer to live t*\( lusivelv l>v the Iraling. In recent weeks I have heard talks bv agencv experts like Tom McDermott »f Aver. Dr. Sevniour Rank of Ruinetl. Mike Donovan of RRDO. all expressing prettv much one thought: The trend in spot buv ing. thev sav. is linked to the advent of the <ompuler age. It's -till brand new. but it's obvious )at computer media evaluation will take in manv nion* factors than before — ome demographic . -oine ba-ed .>n hiiinan e.pialions which will be fed into the omputer immericallv. ^ hat it boils down to is that vi>u don't need a computer if vou're going to |ndge onlv bv a rating. But you do need a computer if vou're going to give weight to the factors cntioned by Dr. Roslow as well as to others he didn't mention. And it won't be long before mo-t of the top .lO agencies who dti *H)' , or lore of national buv ing will be relv in lieavilv on the an>iwers that come out jf a computer. '^T-t-t^/ FACTS PROVE CoHausmiyi ^NUZj IS HOUSTON'S i No.1 ADULT AUDIENCE BUY! . Here are the latest facts and figures en cost per thousand — TOTAL ADULT MEN IN AFTERNOON TRAFFIC TIME delivered by Houston radio stations K NU2 again is conclusively Houston's NO 1 BUY! MON.-FRI. — 4-7 P.M. STATION COST PER THOUSAND K-NUZ S 6 90 Ind. "A" S 8 24 Net. "A" S 7 25 Ind. "B" $13 08 Ind. "C" S10.00 SOURCE Firit Houtlon LQR-lOO Metro Area Pultc. Oct , 1962 Bated on vchedulc ot 12 oncminutc onnounccmcnti p«r week tor 1} weckt. from rotet pubhthed in S R D S . Feb , 196) SEE KATZ FOR COMPLETE ANALYSIS OF ALL TIME PERIODS' THE KATZ AGENCY i INC NATIONAL REPRESENTATIVE IN HOUSTON call DAVE MORRIS M 3-2581 ^NUZ W/18 NOVt.MBER 1%3