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wherein television is making heavy inroads into all types of media, BAB, through research can provide agencies and advertisers with local information about coverage, listening and reading habits and set ownership. They can also develop studies on out-of-homc listening on a more extensive basis than is currently available.
While the question of costs may not be the primary objective of BAB, they can make studies and promote better understanding between agencies and station owners as regards the maintenance of costs against a possible decreasing audience in television markets. We feel that the time has arrived when radio should give serious consideration to such things as additional volume discounts, and 2% cash discounts for prompt payment. While these additional discounts will not involve large sums of money, we think that it will indicate to the advertiser and the agency that radio is equipped and willing to meet them at least part of the way in the face of the constantly increasing advertising costs.
Frank Minehan
Vice President
Sullivan, Stauffer, Col well & Bayles Inc.
New York
First, the story of radio as the mass medium with the lowest cost per thousand, is the most important factor and should definitely be emphasized to the utmost with comparisons to other media. Second, studies have been done on a limited scale as to the effectiveness of the spoken word versus the written word. This field ®f study should be vastly expanded and I believe with very interesting results, (which would be most beneficial to the story of radio).
Another factor would be an extended study of the listening habits of people in different income groups. This information should cover the types of program with the greatest appeal to each group as well as the number of hours spent listening. This information would aid in the selling of radio to clients with products of specific appeal.
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29 JANUARY 1951
Mr. Gaynor
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SPONSORS GET
"PROMOTION P6US"
ON
WDSU
OVER 1,800 PIECES OF DIRECT MAIL HIT TOP RETAILERS IN THE NEW ORLEANS MARKET EVERY MONTH!
NOW! . . Ywr FALSTAFF Dealer _« mm MATCHES
WDSU
TV-MI
NEWS LETTER L
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Dash Dog Food
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WDSU U helping Yon SELL
WDSU
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WDSU
ALL-PURPOSE BIT
Radio SUtton WDSU
• Mailing cards, newsletters, and folders . . . sent out every week, every month . . . give "plus" sales assistance to your product and program!
NO OTHER NEW ORLEANS STATION OFFERS THIS PLUS TO SPONSORS!
• Write, wire or phone your JOHN BLAIR Man!
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