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over-all
Tnm Funk
Broadcasting is full of give-away brokers.
VIP, George Kamen, Prizes Inc., Brent Gunts, Dave Alber, and John Wylie make straight and profitable businesses out of securing products for quiz and gift shows. At the same time, press agents, producers, manufacturers, advertising agency men, and network sales and promotion executives solicit or place gifts as part of their jobs. It is a big-time business. Twenty-one network shows give away more than $7,000,000 worth of brand-name merchandise every year. Local programs will present nearly $2,000,000 in gifts in 1948.
The give-away broker has a real and definite place in radio. Generally speaking, his responsibility begins with procuring merchandise prizes for a give-away show, and ends with the expediting of shipments, usually from the local dealer or distributor on larger items, of the winning contestant's loot. Between this alpha and omega, the gift broker must see that a constant flow of gifts go to a show as promised, provide the manufacturers and concerns with some type of "proof of performance," sell prizes for which a winner has no use, exchange wrong sizes and colors, and buy gifts (when he can't promote them) to fill commitments for special promotions. For this he gets paid either at a flat rate by the show or a "per air credit" by the manufacturer, or a combination of both.
The producer of a half-hour, five-a-week give-away show pays anywhere from $100 a week (for a sustaining show in a local market) to $1,000 a week (for a sponsored network show) for a gift broker's services. The saving to him in time runs anywhere from 30 hours to two days, and as much as $500$600 in mailing, telephone, and express charges. He also avoids the rat race of chasing after the makers of expensive gifts which will increase the name value of his prize list, and the equally onerous job of brushing off manufacturers who offer him cut-rate, unexciting items in return for plugs. The brokers, such as Kamen, Gunts, and Alber, who sell plugs, generally charge anywhere from $25 to $200 apiece, plus the free merchandise which will be given away.
There are few major manufacturers who have not been approached, usually through a station's advertising manager or sales promotion manager, with a pitch
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