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TIME / Buying and Selling
K&E vice president Joseph Braun (I) shows media supervisors Jack Caplan and Lou Kennedy (r) how the "Yardstick" expands the universally available buying index, Metro cost-per-thousand (illustrated by a zero in chart's center) into other areas, thus allowing more orderly approach to buying.
QUALITATIVE EVALUATION
Client
Categories
Goal
Station A
Station B
Station C
News
7%
7%
3%
5%
Weather
0
Dial, power
3
3
0
1
Farm
2
2
0
1
Music
5
4
2
4
Personalities
5
4
2
4
Policy
9
9
3
7
Stature
9
8
4
6
Deuces wild
0 40%
Totals
37%
14%
28%
New Y-A-R-D-S-T-l-C-K joins
S-L-l-D-E-R-U-L-E to cut
PROBLEM
Considering all the standards tor judging a radio station, how can a timehuyer defend a "horse sense" buy without resorting to "mule logic?"
WHOSE PROBLEM?
Timcbuyers at every agency. Many are learning to make value judgments with near-mathematical precision by means of an organized system, however. It Is called "The Yardstick for Buying Persuasive Radio," and was introduced late last year by Crosley's \VI\V ( incinnati. And now it's beginning to see actual use.
Buyers at J. Walter Thompson have used the Yardstick on three recent, important buys. "This meets the needs of today's complex radio buying," says Ruth Jones, JWT broadcast supervisor, who contrasts the 1000 radio stations of former days with today's more than 4000.
Timcbuyers at BBD&O have also begun to study and apply the system to actual buys. Says media head Steve Semons, "All stations in a market should rate themselves on their full range of programing . . . This information and accepted quantitative rating and coverage data could undoubtedly strengthen buying techniques . . ."
At Kenyon & Eckhardt, where they've used the system repeatedly, timebuyers feel it's "great" because "it enables us to approach buying in an orderly manner." Joseph Braun, vice president and media director, adds. "It forces the buyer
to go beyond the important statistical area and into another dimension of evaluation. I mean, of course, into the qualitative area.''
Two recent buys at Kudner were made on the Yardstick basis. 'It's a great guide for those involved in radio for the first time — or the hundredth." says Donald E. Loenard, vice president and media director.
Foote. Cone & Belding, long skeptical on the question of ratings.: feels, as Frank J. Gromer. Jr.. vice president and director of marketing services, puts it. that "qualitative factors have always been important in evaluating all media. I he) are particularly important for radio, since most oi the quantitative information on the radio audience is inadequate and. in main eases, actually misleading."
"For this reason." he continues, "the radio Yardstick is an especially useful device, since it encouT
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