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2. Since the checking of affidavits is an important preliminary to the paying of bills, Clearing-house participation in the station-agency 'Client relationship would definitely slow up the agency's analysis of one-time substitutions and omissions, whether previously cleared with the agency or not.
3. A central clearing-house would make it more difficult to conceal the facts of a campaign from competition. Even though the clearing-house were sworn to secrecy, basic information concerning areas involved and the total size of the appropriation might all too easily leak out in the form of off-hand comment.
4. This clearing-house service would be a duplication of already existing clearinghouse techniques established by many large advertisers with several brands earning combined discounts. In some instances, the client notifies all of its agencies of the discount earned, and sometimes an outside house agency is responsible for the dissemination of this information.
Stanley H. Pulver Timebuyer DanceT'Fitzgerald-Sample, N. Y
The representatives of radio stations would be doing advertisers, agencies, and the stations they represent a great service if they would establish a clearing house for spot broadcast schedules they set.
Bills rendered by stations are sometimes late or incorrect; or the affidavits are missing or contain discrepancies. The agency must write the stations direct and even if corrected billing or missing affidavits are forthcoming immediately, so much time is lost that the station sometimes does not allow the cash discount, if it has one.
The advertiser requires that schedules run at the exact time ordered. The station, too, is entitled to that same promptness in receiving payments. This becomes a grave problem for the agency when hundreds of stations are involved. If all representatives supplied one bill and one affidavit, or at least handled their own stations' billing, not only would the responsibility be shared but a better (Please turn to page 101)
BOOK OF THE MONTH "Promotion"
• With a potential of 400,000 radio-families in Central Indiana, WFBM recruits LISTENERS by consistent, year-'round program promotion.
Seven different media persistently pound home the "what, when, where" of WFBM programs.
WFBM's 4-color taxi posters are carried nearly 5,000,000 miles a year. Legitimate playgoers find WFBM display ads in every playbill. Baseball and hockey fans are reached in every home-game program. Counter cards, window streamers, and posters are placed in drug and grocery stores by personal calls every week in the year! Display ads in Indianapolis newspapers support sports and special event broadcasts . . . while selected groups receive direct mail promotion of WFBM programs of special interest.
Best of all, we think, is RADIO— used constantly to win new listeners for WFBM programs.
All promotion {^except announcements') includes the name of the sponsor or the product advertised.
Persistent program promotion is one reason why . . . WFBM is "First in Indiana" any way you look at it!
BASIC AFFILIATE; ColMmblo Broadcasting System Represented Nationally by The Kotz Agency
APRIL 1948
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