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Your Lowest cost-per-1,000
• ••in the
$3 BILLION
OAKLANDSAN FRANCISCO BAY MARKET!
hey to success in the San Francisco Bay Area lies in COVERAGE of the huge PLUS market comprising $1,600,000,000 annual retail sales in Oakland and the East Bay!
li ecords prove that dayin day-out, KR0W provides the lowest Costper-Thousand listeners of ANY station in this market!*
(•PULSE: Sept. Oct. 1951)
l/ver 145 local, regional and national advertisers regularly use KROW to reach Oakland's 1,144,000 market. ..and San Francisco's 1,096, 000 market!
Why not make us show you the facts and figures that prove these statements true? It's all down in black and white for the asking!
KROW
Radio Center Bldg. 19th & Broadway • Oakland, Calif.
Serving the Entire Oakland San Francisco Bay Area
by
Robert J. Lcendn
Read any good magazines lately?
Although "Radio" is certainly an advertising medium, most of the larger advertising agencies typically have a "Media" Department separate from a "Radio" Department, and ne'er the twain may meet save under the referee, or account executive, the latter supposedly loftily evaluating all media, partisan to none, again supposedly, selecting the best medium for the immediate sales problem.
The separation of "Media" from "Radio" (and now TV) has of course long since been taken for granted in the big town, big time advertising. Logic dictated the separation in the first place and custom has widened it, including the existence of special trade journals catering to the old agency skills of copy and layout while other trade journals cater to showmanship skills. The two-way quarantine has produced the situation today of many "old media" admen not knowing much if anything about "new media" admen, and vice versa.
* * *
With so much apology, this Contributing Editor now proposes to discourse for a bit on magazines, a subject ordinarily outside the ken of sponsor, except now and again when some magazine circulation promotion department turns radio/TV sponsor.
The problems of magazines, upon analysis, often bear jolting familiarity to the problems of radio. Take, in example, Detroit, the motor capital. From time immemorial the networks have tried to sell automotive accounts on a fuller, more confident use of radio, only to run smack into minds frozen solid in contrariness. Knowing this, it amused and edified your correspondent when he learned recently of a curious situation in which the same Detroit nabobs exhibit the same kind of frozen contrariness toward monthly magazines.
1 1 goes like this. Detroit tends to instruct its advertising agencies to "favor" weeklies, contending they are "faster" than the monthlies. The difference turns out often to be distinctly imaginary. If an advertiser elects to use weeklies once a month, the rule, it's still 12 times a year as would be the case with consistent scheduling of monthlies. Moreover Detroit's fondness for four-color plates demolishes the "faster" idea since plates will be six-seven weeks in production regardless of whether their destination is a weekly or a monthly.
* * *
Broadcasters who have butted their heads against Detroit may perhaps be comforted to hear that the monthly magazines are mod
( Please turn to page 64)
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