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New study
gives agency radio buyers
seven sets off
Buyers on-the-scene prove best buy takes more than numbers; promise more radio business in seven major markets, and set evaluation pattern for buying radio with "inside" information
VGENtf Hmebuyi ks are subbed to .1 constant barrage Of data, tor and above the rating service hcv actually subscribe to. there ire usualK a few "bootleg" copies ■»f the reports from other syndited services floating around. here's a \\o\k\ of material from Rations and from reps. There are apes from "pitching" stations and competitive station tapes available, nere is certainly no dearth of in
tation. The fact remains, however, that hen the buyer is making up a Jio schedule for his "home" rket. he just naturally includes subjective information which he gathered with his own ears -The local station formats, '-their commercial policies, '-their local acceptance, -their news ability. general believability fid a multitude of other factors ■imilated first hand as a native the community.
With spot radio on the upbeat.
top 50 users of the medium
ending $133,653,000 in 1963
S PONSOR March l> ). the pres
on timebuvers is mounting.
The computers are not a pana
In science and industry, which
have been using mechanical brains tor years, the big concern is what has come to be known in the trade
as the (;/(;<) factor. GIGO simplj
stands for "garbage in. garbage out." In order to perform their functions at peak efficiency computers must be spoon fed with a stead) diet of valid information.
Combine this and the growing
tendency Ol agencies to su
away from the "ratings only" type of buy with the flood of data th.it crosses the timebuver's desk — demographic breakdowns, audience Characteristics, market data, special surveys, merchandising plans, etc. and you suddenly remem
ber how much simpler it was when all one had to ^o was whip out the
INFORMATION GAINED FROM THE CHARLES HARRIMAN SMITH STUDY
(ON A MARKET-BY-MARKET BASIS)
Most bought stations in each market
Audience demographic characteristics of the most
bought stations Stations preferred for a mass consumer product Stations' formats
Effect of production devices on commercials Production devices and stations associated with them Best stations for news
Stations most mentioned for:
Greatest community service
Programs most favorably talked about
Stations most mentioned for:
Editorial effectiveness Believability
iy 11, 1964
Ji