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TIMEBUYER'S CORNER
M(*dju |>eopIe, what they .irr (Iniiic buying and suyinK 18 November 19ft3
Staub uppcd at k&K: Walter K. Slaab has •en appoiiift'tl nutlia group iiead at Kciiyou 6: :khiirdt (New York). Waltt-r joiiu'd tlie agrnc)
1960 as a senior media research analyst, adnced to media buyer and then media superior. He's now assigned to the U. S. Plywood, lell Oil (institutional), Magnavox, and Ananda accounts, handles New York assignments
connection with the K&E Detroit Linci)lnercur\ and Ford coqiorate accounts. lie was th McCann-Erickson (New York) before joingK&E.
Curtin joins Hoyt: John E. C'urtin has joined e media staff of Charles W. Hoyt, Inc. (New )rk). He's been associated with the ad departent at Lever Brothers Co. for the past three :d a half years.
Time out for Ira: Ira Kaltinick, Benton & )wles (New York) media buyer, decided to mporarily give up buying time, and instead end a little. Right now he's in Europe, ending the Riviera, and from there, friends say 11 probably go on a ski jaunt, and then perps journey to London. Ira had been with icB for two-and-a-half years. He worked on
the Texaco account for some time, and more recently on the Beach-Nut, P&G Crest, and Charmin accounts. During his stay in Europe, Ira can be reached through .American Express. Paris.
■ \'acationer returned: Gardner's (New York) Ruth C'linton is back from an enjoyable vacation in Puerto Rico. Ruth buys time for A&P, Alitalia, Colonna bread crumbs, No-Cal, and Joe Low popsicles.
' Blosl named media director: Thomas BlosI
has been named media director of the Seattle office of Botsford, Constantine 6c Gardner. Tom, a BC&G v.p. and formerly radio-tv director, has been with the agency seven years.
■ Plarming for a sunny winter: Elaine .\rt,
media bu\er at Papert Koenig Lois (New York), is planning to take a month off this winter to travel to Mexico. P'laine buys for the Herald Tribune, Breakstone, and Consolidated Cigar accounts, says buying for the Herald Trib invoh'es a great deal of fast work. The newspaper is geared for last minute news, and so are the buys and the production of the commercials.
LOIS SEIDEN:
100% of nothing doesn't pay
'Timebuyini; can be challenying and creative — it shouldn't Ix* a mechanical process. There's a lot more to it than looking at rating iK)ints and adding them up. It would be easy to alwa> s buy the top three rated stations — but if mo>t of the audience was the wrong audience for your client, well, it sure doesn't pay to buy lOCKl of nothing. Start by delving into audience composition and see what kind of people you'd be reachinii. There's a real feeling of satisfaction when you tackle a buy as a challenge mid end up netting the results you want." So says Lois Seidcn, media director at Cole Fischer Rogow (New York). .\ native .New Yorker. Lois has been with the agency over two yciu-s, was in the advertising department at J. J. Newberry for three and a half years before that. She began her career with Electronic .News, a Fairchild publication. Lois and husband Joel, a v.p. at Fricnd-Reiss, live in Manhattan.
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