Sponsor (July-Dec 1951)

Record Details:

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TIMEBUYERS {Continued from page 35) tion reps. 'You know me, Joe. / II look after you.' "Other executives — especially media directors who've been nurtured in the space department — have a superficial knowledge of timebuying. All they canabout is whether a show has a 'high rating' or whether a station has 'high power.' Actually, these executives see timebuyers as lacking in creative ability. Consequently, they're either prejudiced in favor of a space campaign; or else, when a client insists on a broadcasting campaign, they loftily submit to the timebuyer an air campaign already pre-digested. The timebuyer's advice is not sought. "This failure to consult the timebuyer can mean a costly dollars-and-cents loss to the client. The timebuyer, if he's experienced, can advise which station will offer the client promotion and merchandising; what number of announcements will bring best results in a certain area; whether to buy earlymorning or middle-day announcements; and what closed-market station Mr. Ray K. Glenn Glenn Advertising, Inc. Dallas, Texas Dear Ray: You fellers in Texas is usl ter hearing stories uv big successes, so here's sumpthin you'll. like. Hit's about th' home town uv If CHS — Charleston, West Virginny. Now, Ray, Charleston's alius been a darned good market, but lissen ter this : durin th' first nine munts uv 1951 th' department store sales went up seven percent over what they wuz durin th" same period las' year! When yuh considers thct th' sales is off as much as eight percent in some other parts uv t h' country, Charleston looks durned good! An' don't fergit — WCHS gives yuh more UV these well-oft lisseners then all th' other jour stations in town put terget her! Yrs. Algy WCHS Charleston, W. Va. would be willing to horse-trade." A leading station representative executive contends that giving timebuyers more strategic power would be a constructive move, in the sense that it would enhance the timebuyer's prestige. "The trouble with timebuying is that it has no glamour," he says. "The client loves to get in with the world of stars and show business. Meanwhile, as much of his money is going for announcements. But who wants to be pally with a guy who is loaded with papers, instead of beautiful dolls? Timebuyers have no glamour but their creative intelligence should be recognized." To what extent are timebuyers underpaid? Although they place millions of dollars in business, sponsor learned, the timebuyers' own paychecks are often "E'rogram for yimr audience . . . and your audience alone. Originate rather than copy . . . unless an imitated format suits the needs of your listeners." HAROLD E. FELLOWS President, ISARTB picayune to an extreme. The pay-scale chart on page 34, with some notable exceptions, is more common than is believed. Frugal wages for timebuyers are especially prevalent in mediumsized agencies, where space advertising composes most of the agency's billings. A former agency executive who knows many agencies pointed out to sponsor that it's doubtful if timebuyers get a proportionately fair slice of the agency's bonus money. Most of this money goes to the more privileged account executives and radio and TV production men. Several timebuyers pointed out additional wage inequities. Many timebuyers— even $65-a-week heads of the timebuying department — do not get overtime pay, even though they put in considerable week-end paper-work. Indeed, some agencies are reported to feel at times that they can hire timebuyers on the basis that the free lunches provided by station representatives at Sardi's, 21, and Nedick's are part of their wages. A timebuyer at one of the top 10 agencies in AM-TV billings explained that with the advent of TV. few agencies have hired additional timebuyers to handle strictlv TV accounts. Gener 4 ...for delivering listeners, SALES on your lively music and personality show. Thanks to your "Katy Ellen" show, KTLN proved to be our best dollar buy in the Denver market"* 'national advertiser's name on request. KTLN offers you prime coverage of the cream of the rich Rocky Mountain area, including all of the Denver market, with Katy Ellen and a host of other programs slanted to the housewife. KTLN is non-directional— the LARGEST independent station in the largest market without television. for availabilities wire, phone or write or Radio Representatives, Inc., John New York, Chicago, Buchanan Los Angeles, KTLN San Francisco Denver KTLN 1000 WATTS DENVER'S only independent non-directional station 19 NOVEMBER 1951 83