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THE TIMEBUYER
Daren F. McGavren (I) with his
associate, Ralph Guild, president
of the McGavren-Guild Co., discuss
their two radio rep firms.
Easing the timebuyer'sl
■ The job of the radio representative, as everyone knows, is to present timebuyers with comprehensive and pertinent information about stations and markets. But the trick is to do so without burying buyers under reams of paper and sometimes unnecessary fringe material.
Since many complexities are involved in getting an advertising campaign on the air — such as considering a multitude of markets, the many stations in each market and the like — it's reasonable to assume that we in air media are interested in finding the most efficient approach for the presentation of this material.
We believe that the best approach is to group like or specific things together. Such grouping or specializing is now common practice in many areas of life: the business world, medicine, the arts, science, among others.
As station reps, we are service or
ganizations with responsibilities to advertising agencies, as well as to the stations that we serve. These responsibilities can best be fulfilled by devising simple yet comprehensive methods of data presentation.
The first step toward accomplishing this is to concentrate upon limited lists of stations with similar market patterns.
Next^ — and this is the real service to the buyer — present him with stations in markets that have similar structures, populations, dollar expenditures and product-distribution patterns. This can be done for either major metropolitan markets or regional markets.
Put in simple terms, then, specialized station representation means specialized service to buyers in the form of detailed market data, together with the fine points of a station's image, its management, stature in the market, station personalities, etc.
We have avoided mentioning ratings here, for too often they become the only factor in making buys. Certainly ratings can be an important yardstick in decision-making, but they should not be the sole criterion.
Major markets present their own special problems. These arise from keen station competition within a diverse and complex market. That problem is further complicated by the widely varied types of programing aired in the larger cities. Therefore, a buyer needs a vast amount of research material if he is to have a thorough and intelligent picture of such a metropolitan market.
We all know that there is no specific formula for a successful radio station. A type of programing that "works" for one facility in a market may not be the formula for a successful operation in another market. What's known as "good music" programing is an example.
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