Sponsor (Oct-Dec 1964)

Pii.blisli.e]:*'s Report I Those top 50 radio/tv agencies What makes an advertising agency big? Or putting it another way, how can an advertising agency grow best? Tve put this question to an astute advertising man. His answer was blunt and quiet: — "By helping his clients grow." Each year we do an analysis of the top 50 radio/tv advertising agencies in terms of billings. We show total billings, total air billings, tv network and spot billings, radio network and spot billings. We also show the percentage of air billings at each agency in relation to its total billings. We've been doing this for years, as have other publications. Each year I'm fascinated by individual growth. For example, Sponsor's research this year shows no less than 14 agencies with domestic billings of $100,000,000 or more. But what rivets me to the chart (see page 18 of Nov. 16 Sponsor) are the year by year evidences of increasing confidence by experienced agencies in the air media. In 1964 eleven agencies will place $80,000,000 or more with air media. In 1964 thirty-four of the top 50 agencies will invest 50 percent or more of their clients' media dollars with air media. Four more will invest 46 percent or more. Fifteen will invest 70 percent or more. Six will invest 80 percent or more. That's confidence. Since these 50 agencies represent many hundreds of diversified clients, whose ad budgets seem to prosper in the invigorating climate of air advertising, it's obvious that big agencies have discovered that there's a definite relationship between emphasizing air advertising and growing bigger. Some while back, one of these top 50 agencies (which happens to be in the top 10) placed some impressive house advertising in the metropolitan dailies and trade magazines to the effect that they had few new clients. But they had been growing like Topsy because their old clients were finding new products to put on the market with the full force of advertising behind them. This agency is putting 93 percent of its dollars into tv and radio this year. It comes close to being No. 1 in spot radio ... a medium ' that many agencies (even some in the top 50) virtually ignore. If its tried and true clients keep asking it to introduce new products, and to improve the sale of old products, you know that tv and radio can't be doing too badly for them. The automotive agencies, whose business is dominated by car billings, are generally low in ratio of air percentage to total. One shows 33 percent, another 22 percent, and still another 36 percent. But even these show decided air media gain in recent years. The big agencies are the first to tell you that they don't know all the answers. But they are knowledgeable. They rely more than ever on better ways to evaluate media. They know that there's much to be gained with any medium when properly used. They also know that tv and radio, when properly used, get closer to people than any other. I TT-^m/ WHAT IS A RADIO STATION? It is a lot of different things to a lot of different people. One gets a glimpse of the part we play in the lives of our listeners during unusual circumstances. For example: when the Albany newspapers struck last week . . . special phone installations and increased operators could not keep up with the calls. How late are the stores open? What was the ball score? What time does the parade start on TV? What's playing at the movies? It was to us a most gratifying example of our listeners turning to a friend whom they have learned to rely upon for information. Do you think these WPTR regular daily efforts helped to create this image? News twice an hour. Expanded news six times a day. Daily editorials. "Dignity of Man," "Voter's Guide To Amendments," And other special in-depth reports. Emergency message service. Lost-dog announcements. Largest news team. Massive on-air charity drives, etc. Even though we are Number One, we try harder. It seems as though our listeners know it. Do you know that in addition to WPTR's top coverage, (50,000 watts) largest Metro ratings, greatest media value, WPTR also offers you and your clients the area's most responsible, dependable and believable advertising medium? Ask your East-man more about WPTR. Perry S. Samuels Vice President and General Manager —WPTR Ask your Eastman about . . . WPTR Represented by the Robert E. Eastman Company fifteen forty PTR 50,000 Watts 1540 KC ALBANY TROY SCHENECTADY December 7, 1964 11