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BBD&O media group heads Steve Semons (r) and Bud Keane (second from left) have filed out a worksheet to illustrate actual client problem and buying solution as evolved by "Yardstick" methods. Looking on (from left): media buyers Jim Walsh, Vivian Riley, Werner Ziegler, Jim Monohan.
Y-A-R-D-S-T-l-C-K . . .
ready accept information about stations of varying validity. This disorganized method, it was felt. should be systematized.
I be concept, itself, is not new. however. Basically it's to distill quantitative and qualitative factors that will indicate the degree to which radio stations in any given market may h e I p an advertiser achieve his particular goal.
What M new is attributing numerical percentages or "weights" to these factors in an effort to substantiate judgments. Weighting is dune In the timchu\cr. both for client goals (as he sees them) and each station's ability to meet those goals (again, as he sees it).
I lie verj procedure, however, compels the buyer to specify (not vaguely generalize) client goals and to evaluate each station proportion
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ately. Thus, the familiar first — and. sometimes, last — step in most time purchases, judging by "the number," is, of necessity, carried further.
Not that the Crosley Yardstick neglects numbers. It merely asks that the time-buyer ascribe to them their proper percentage of over-all considerations (for example) as worth 60 percent of everything to be considered) and then look at them accordingly. I he remaining percentage (in this example, 40 percent ) can then be apportioned among whatever other factors are also important. This, of course, is the area of value judgment or. as WIW spokesmen prefer to say, "the climate" of the station.
I Lmebuyers using a Yardstick worksheet, prepared bj WIW, will Imd these qualitative categories:
News — in depth or "rip 'n read' copy straight from a wire servic
Weather — as reported by a sta t ion's own meteorological staff as transcribed locally for whoev phones the weather bureau?
Dial and power — transmitting fa cilities and. of course, their capa bility to cover the metro market oi a broader, regional market.
Farm programing — slick or sleuthlul reports?
Music — nick 'n roll or a balance menu?
Personalities — the real salesmRI vs. the drone.
Commercial policies — island spotting or piggy backing?
Community stature — the prestige
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