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Regional networks
Inherent advantages of sectional we lis boost commercial use throughout nation
The growth of television, transitradio, and facilities that permit intensive coverage, is causing sponsors to consider more and more carefully selling methods that will let them make the most of markets that have their own peculiar problems.
These problems range from strong
listener bias for certain program types and personalities to highly individual local conditons affecting both distributor and retail phases of marketing. One way of taking advantage of local peculiarities is through the use of the regional network. Where the management is aggressive and member sta
Think I'll buy
both them heifers.'
I
f you'd like to see some doggone wonderful "impulse buying," you oughta watch us Red River Valley hayseeds! We got far higher than national average income — and, by golly, we spends it!
And if you'd like to get your share of this lavish North Dakota spendin', you'd better use WDAYl Many advertisers don't even consider other outlets. Latest Hoopers prove WDAY's a 5-to-l favorite in Fargo and Moorhead. And we've got proof of exceptional rural loyalty, too!
Write to us direct, or ask Free & Peters for all the dope. You'll be amazed — and convinced!
WDAV
FARGO, N. D. NBC • 970 KILOCYCLES • 5000 WATTS FREE & PETERS, INC., Exclusive National Representatives
tion managements have grown close to the communities thev serve, these webs are in a position to do an unusual job for an advertiser.
Even with program costs down, it's still expensive, from an operational standpoint, to cover a market with individual programs, station by station. A regional web can cover a section with a single program and one billing. Working closely with distributors and jobbers in getting distribution, in placing point-of-sale material, etc., the abbreviated network can deliver a maximum of service to its advertisers.
The regional chain may not in individual cases cover markets that correspond with exactly an advertiser's market divisions. But despite the trend toward tightly knit market coverage, a regional set-up permits the great flexibility of selective broadcasting on a broad area base.
Few of the more than 50 area chains maintain big promotional staffs. In the majority of cases one man with the assistance of people at member stations does the work. There are exceptions, of course, and as it to be expected webs like Yankee ( New England I . Don Lee ( Pacific Coast ) and West Coast segments of the four na
SPARTANBURG-GREENVILLE MARKET!
AIR YOUR WARES OVER
SPA*
TANBU'Vi
Represented By: **
John Blair & Company
Harry E. Cummings *
Southeastern Representative
Roger A. Shaffer /
Managing Director v
Guy Vaughan, Jr., Sales Manager
CBS Station For The Spartanburg-Greenville Market
5,000 Watts - 950 On Your Dial
W SPAAM and WSPA-FM Are Sold As A Single Service
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SPONSOR