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Mr. Bland
in order. Radio needs a rate card that sticks. Advertisers and their agencies don't like deals. Deals are too much like quick sand and one never knows where the bottom is. It's too easy to look at other media where everybody keeps on the same basis. As an agency, we think we understand radio and we still use it successfully for our clients. Radio has been making it tougher for us to do that for some time. We would welcome a change.
Jeff Wade
Partner
Geoffrey Wade Advertising
Chicago
Now, t h a t's a good question. And the answer is very simple. All radio has to do is to help sell more of the advertiser's products. And keep on doing it. And prove it. That answer might sound like an over-simplification, and the way to accomplish it may be devious and difficult, but that's what it boils down to.
Other media have had hard times in the past. Outdoor posting was chaotic and very messy until it organized itself and began to prove its worth to advertisers with case histories that couldn't be ignored. Newspapers took a severe licking when every advertiser rushed to radio in the good old days, and bounced back to a level higher than they ever enjoyed in the past.
Radio has a merchandising job to do, if it wants to restore its position. The advertising manager has no convictions about one medium or another ■ — just so long as it sells his merchandise in the market. For years, magazines and newspapers have given strong point-of-sale merchandising support and steady direct mail support to its clients, to insure that advertising dollars multiplied into sales dollars. Yet radio is only now beginning to bestir itself in that direction, and has much to learn before it achieves the experience and success of its competition.
There's nothing wrong with radio that good programing won't cure. My {Please turn to page 188)
SPONSORS GET "PROMOTION flC&S" ON
WDSU
* Colorful Truck Posters Promote WDSU Programs Throughout New Orleans!
Everyday— Railway Express trucks travel all over New Orleans, carrying WDSU's posters that spotlight top programs. These posters are seen— by the people who do the listening— and who then do the buying. Another powerful "Promotion Plus" for our sponsors.
NO OTHER NEW ORLEANS STATION OFFERS SUCH CONTINUOUS "PROMOTION PLUS" TO SPONSORS!
• Write, Wire or Phone Your JOHN BLAIR Man!
16 JULY 1951
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