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It's As Simple
As Reading Off
A Log —
The network owned and ronlrolled division ol the Columbia Broadeasting System, Radio Sales, has made some extravagant claims about their achievements in Spot Radio to some CBS affiliated stations.
Specifically, they've claimed prowess in selling locally produced programs to national advertisers and chose their performance on WEEI, Boston, as the classic example.
We compete with Radio Sales in Boston. We checked the logs for WEEI and for WNAC for a recent random week. The FACTS show:
• We sold more Single Sponsored programs (21% more) to more National advertisers (11% more) using more time (40% more).
• We sold more Multiple Sponsored programs (126% more) to more National advertisers (113% more) using more time (119% more).
• We sold, altogether. 79% more programs to 75% more National advertisers for a total of 94% more total program time.
We believe that the sale of local shows is important but it is only one of many important responsibilities we conceive ourselves to have. Representing radio stations means representing their best interests — all of them.
In short, we will continue to follow the policies which have governed our successfid operation for some 15 vears. We will continue to present the many advantages of Spot Broadcasting to National advertisers and to represent the best interests of our stations, even when they conflict with those of the networks. We will continue to sell advertisers whatever facihties the stations have available to move merchandise most effectively.
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NEW YORK • CHICAGO • LOS ANGELES
ATLANTA • BOSTON DETROIT • ST. LOUIS • SAN FRANCISCO
1 J.
NOVEMBER 1947