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I .1 latei important fact ili.it would otherwise and should be accepted
"In fact, there arc times when icaling down the truth is neces s.n\ to win credibility," Brown jtein ,k!\ ises " I hal may sound tdd, but sometimes the truth leems way out ol perspective. In Mkh cases, ii ma) be besl to tell less than the truth in order not to be suspect."
4 Don't "spin vour wheels," tr\
M to get .ill national advertisers
■ run .1 schedule on your station In the main, the obstacles are forBidable and the cost ol the effort too expensive, when considered in Ik'ht of such effort's infrequent success.
Converting non-radio national advertising accounts into solid radio users is a kind of pioneering more effectivelj done by trade associations, such as RAB, which
lias [Ins as a major goal
5 Don't trv to gel e\er\ radio account that's running in a nearb)
■skint market to buy time on your station. It's natural to envv national accounts on a nearby, major-market station, but temper your BOvy, he advises. \ smaller station probablj will never gel most
■ such accounts \nd even the feu it does uin ma> prove impractical from a costs-results consideration.
6. Don't depend totally on your station rep. No rep ean do an outstanding job without regular information and cooperation from the station The less help from the station, the more likelv the rep 1 fail. "Station representatives are merelv sales arms that must He used properK to be effective," Brownstein explains
DISC ON I R|\(, YOt K MVKKI I
You, yourself, must discover vour market before you ean ever expect a national advertiser to do ID, he continues i ou mav be so •familiar with vour area, in fact, that you overlook important facts Therefore, start out b\ taking inventorv .
Consider your measured COVCT
rea Manj stations, especially
those in Inch densit) areas, don't
■ave real impact everywhere thev
NATIONAL REGIONAL SPOT RADIO
314X
PRO account execurivt ' ^:<in points om that all the nations m smaller
markets together ;■■ t U\s national-regional spot than the fen located in the top /" markets. Such spot revenue mas determine stations profit or /
m I1>k2 averaged almost 174,000 in category, lost nl onl) * 4
s,un Brownstein, general managei P R sentation Organization i
oj PRO-represented stations, depicting I national-regional spot
new-to-radio /'/i»mi u. .<■)', ',n,u,i!s ;-', .„ competitors Moral s bust
m ss from sponsors not currently m raJio m soar marl
PRO SALES BY ACCOUNTS SHOWING SHARE USING MARKET (BELOW TOP 50) FIRST TIME
257. 34-7.
i
Apnl 20 1964