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finned \ contract is automatical!)
written and the station avails re vised.
"\\ e will ii^c the computei foi
tv sales first." savs Miss GibfiOQ
(MR serves -s t\ stations I "it will take a little longer to put the com puter into operation foi radio I he critical problem is with television
While the salesman searches, the bU) gets stale. e\en more stale with
the buyer, and by the time it's acted
upon — still more stale And b) that time, the buyer can't alvvavs
obtam what we told him was available and we both lose out."
"Nowadays," says Miss Gibson, "from request to continuation we can expect a two daj lapse. However, she indicates that with the
1401. the buy could be resolved in
a matter of hours. I he 360 computer would process taster than the
1401. but the order would probably
not be completed an) more rapidlv because the decision factors would still be present.
w ith the 360 model computer.
Chicago could interrupt the New
i oi k office wnh a problem, the
;''<) could soke it, and the COmput
er could go on, picking up wh it left off. it v.m handle more than one thing at a time, whereas the
1401 cannot
( )ni\ a machine can handle the amount ol work to be done today," according to Vverj ( iibson.
I ven though the use oi computers is more efficient, the process is not cheap I oi rep lunis m general,
the cost ol using a computer might
run from (150,000 I*' $250,000 an Dually, depending on the type ol equipment involved, according to II R IBM describes the II R svstem as one ol the most sophisticated
Commercial applications. It is budgeted at (250,000 for the first yeai of operation and $200,000 annualIs thereafter.
When H-R moves over to the 360, which it plans to do, the firm expects to increase the amount oi equipment without increasing the cost of operation.
Frank 1 Pellegrin, president of
H-R television, sees the computer
ization ol l1
b) puttii into
selling I he computer will tree the salesman from |
multiplied al an alai
the past lev.
( ompul the
lationshi| M
( nbs. mi 0
advertisers using television said thai
the computei ni.r. bun abOUl the use ot onl) on. ' ntl)
the COmpanj is a multi
■use oi the main clients id ncies serve, advertisers ai limes forced to withhold marketing problems from them It tull\ U
the computer will require the advertiser to gne more information to the agency, oi the will
become a creative aim only.*1
Advertisers as well as have been discussing data proa
ing m buying and selling with M R
executives.
Among the advertisers. P;
\ Gamble and General Foods
media men have been exposed to
Computer system will permit salesmen to spend more time with creative selling, and, at the same time, leave buyers more time to consider rather than calculate
A FORWARD STEP BY H-R MACHINE TIME: 60 SECONDS/HUMAN TIME?
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-v\=^
June 29, 1964
41