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A. J >c\ anej Symbolized above is current search by agencies for proper split of dollars among media
How Vi is changing media buying patterns
Agency trend spotter* see
swing to greater markct-by-market
interest with radio the gainer
over-all
The problem of how to split the media budget in the post TV freeze era seems to have taken precedence over all other dilemmas now under consideration by the top-level agency strategist. His conception of the way to allocate money to media is undergoing a process of reevaluation which in scope is perhaps without comparison in the history of American advertising.
At the uppermost levels of decisionmaking in New York's leading advertising agencies, intensive studies have been under way for months with the object of charting the "quo vadis" of the advertising dollar in terms of tomorrow's, as well as today's, maximum efficiency. Of no small spur to this reevaluation was the sudden awakening among executives in advertiser circles to the hard economic facts of TV (as reported in sponsor. 24 March 1^")2. "Top management probes air media.")
Men experienced in marketing direction and media choice for annual budgets totaling in the tens of millions of
30
dollars have been diligently pursuing the answer to this question: How can we fit the advertising budget into a pattern that meets the latest marketing techniques and shifts in media evaluations?
Under particular focus in this quest is radio. But also intimately related is where newspapers — especially the supplements, or metropolitan groups — and national entertainment magazines are headed. And. as noted in the opening paragraph, behind all these media probings television figures as the prime mover and unsettler of the apple-cart.
sponsor has gone to the men engaged in this giant job of trend spotting at seven of the nation's largest agencies. Each of these men were asked to speak freely in so far as company policy and self-interest permitted. Each agreed, provided their comments were not attributed to themselves or their agencies by name. (Despite their own conviction about the conservative soundness of their analyses, they feel inter-media factionalism, intra-agencx
relations and other factors would raise a storm about them were they personally quoted or their firms named, i The key conclusions of the agency men — likely to mold media planning for the next few years — are these:
1. The main attention of national advertisers is shifting from the national scene to the local. A tendenc\ toward decentralization in budget concentration is becoming more and more apparent. Where once a network vehicle or a magazine campaign or a newspaper group came as second nature to such accounts, today the trend is to go into regional setups or market-by-market. Beneficiaries of this thinking will be spot radio, regional network radio, as well as locally selected newspapers to a lesser degree.
2. Radio has been severely overpenalized as the result of television's appearance. True, TV packs unprecedented and unmatched demonstrative — and therefore sales — power. True, TV has cut radio listening. However, radio's ')(>', penetration in the I nited
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