Sponsor (Nov 1946-Oct 1947)

cessful radio directors began their careers as announcers and/or actors, went into production, then got more experience in stations, networks, and agencies. A background such as this brings the advertiser a specialist capable of being of real value to him. Probably the strongest factor in favor of a radio specialist is that he relieves the over-all advertising director of a great many radio details foreign to general advertising. Thus, he gives the advertising manager the help of special skills while leaving him free to manage the over-all framework of all advertising media to the best advantage of the client. John M. Wyatt, Jr. Radio Director Cecil & Presbrey, New York I would say that having a radio advertising director within the firm is a sound idea provided the advertiser has several shows on the air for a variety of products, or has his account serviced by several agencies. In the case of the smaller advertiser, who uses radio infrequently or in no large amount, most of the radio advertising problems can be handled easily by the advertising manager, and a specialist is not required. A trained radio executive in his office can be of immense help to a big-time radio advertiser. He can coordinate all radio operations (particularly if the client shifts his shows around from product to product, or agency to agency) seeing that consistency is maintained in the advertising and shows. He is the focal point of all radio research and planning and the man who translates radio ideas into terms of the firm's operation for the "boss." He is radio as far as the company's advertising goes, and runs the campaign like a field commander. However, just hiring someone trained in radio is not enough. He must be given real responsibility and authority to make decisions, even if it means that product advertising managers have to relinquish some of theirs. Otherwise, the value of such a trained man is lost. I'll admit that it takes a good executive to fill the job well. He must believe in radio, understand it, and be able to sell it to other officers within the firm (which an agency can't always do). But I'll re (Please turn to page 56) IT ISN'T 1 I V i SN00TY • Distinguished Company— that's about the best way to describe your fellow sponsors when you join the clients of WFBM. WFBM is proud of the fact that the city's best stores are on the station. The three largest Indianapolis department stores buy more time on WFBM than on any other local station. Also, to WFBM goes the lion's share of local Building and Loan, tire dealer, furniture store and theatre radio advertising. Your messages will be heard by good company, too. WFBM, the first station in Indiana, has been recognized as the "prestige station" for twenty-two years. WFBM BASIC AFFILIATE: Columbia Broadcasting System Represented Nationally by The Katz Agency OCTOBER 1947 33