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to do it. But ii wise old Ben were alive today, we think he'd agree that the extent to which some timebuyers are left alone is responsible for them not doing the fullest job.
The obvious question is why doesn't a by-passed timebuyer do something about it? Why doesn't he go to the higher-ups and ask some questions about the account? Some of them do, up to a point in their career where caution steps in and enthusiasm and stubborn insistence on doing a good job step out. If that's all they want of me, they figure, that's all I'll do. Experience has taught that the timebuyer who, uninvited, projects himself into the picture after the campaign, copy slant and objective have already been agreed upon is not always welcomed with open arms . . . particularly if his opinion tends towards a different approach than that of his superior!
We are not, of course, actually quoting any one timebuyer; merely the gist of an extreme example. But it does exist, just as the setup in the accompanying sketch exists. Only it isn't as funny to the timebuyers who are forced to operate that way as it is to our artist. If it were an isolated case, it would have no place in this story. We'd put it down to personality problems or some troublesome kinfolk. In any words — a free hand to function to the best interests of the client, to educate him, are prime prerequisites for timebuying.
Timebuyers' problems, and how they can be licked — as pointed out in the box on this page — do not apply to all agencies, nor to all stations and their representatives. Generally speaking, the current attitude and frame of mind among timebuyers in both large and small agencies is that if timebuying's strides towards maturity are painful, and often halting, at least they are being taken.
Where the picture is black, it's often pure ebony, but where it's bright, the timebuyer is as happy as he is hectic. The two extremes (and oddly enough, the distance between them is practically uninhabited ) have one thing in common: very definite ideas about what is right with their niche in the complex radio field; what is wrong, and how the faults can be corrected.
There is no fuzzy thinking, no
searching around for angles. Collective
thinking falls into a definite pattern,
even when parts of that pattern may
[Please turn to page 55)
Everybody knows but the timebuyer
( It often happens)
CLIENT: IT'S OKAY BY ME, TOM.
ACCOUNT EXECUTIVE:
I'LL GIVE JOE THE GO-APIEAD.
PRODUCTION HEAD: MEMO TO BILL: "TALENT AND COPY AS AGREED."
o
COORDINATOR: GEORGE HAS THE A & S FACTS. GIVE HIM THE GREEN LIGHT."
HEAD TIME BUYER:
JOHN, HERE'S A RUSH JOB.
MEMO FOLLOWS.
o
tt><?
TIME BUYER:
ALL I KNOW IS WHAT I READ IN MEMOS.
o <2> <^<>
21 NOVEMBER 1949
27