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heavily on previous experience in time buying and on the faith we have in the management of the radio station. There have been few occasions where a station has done a poor job on a good campaign, if the management that we deal with at the station level is sound.
Therefore, we suggest that advertisers apply this recipe: Use all five services, add a generous portion of intelligent interpretation of statistics, spice with agency judgment and experience. Result: better than average successful radio schedules.
W. D. Byles
Supervisor of Radio-TV
Young & Rubicam
Toronto
Mr. Le
B y combining both our BBM (Bureau of Broadcast Measurement I and the Canadian retail sales index you can arrive at a good picture regarding the overall work radio
has done, and even get a fairly good dollarwise story. Then apply the rating services available from Elliot-Haynes and Penn McLeod along with available market reports and individual success stories from various stations plus a closer look at the Canadian radio picture through trade magazines like Canadian Broadcasting and Telescreen, and SPONSOR.
S. Ramsay Lees Radio-TV Manager Ruth rau ff & Ryan Toronto, Ontario
MEDIA PLANNING
[Continued from page 31)
that spot revenue for the 1952-53 season will exceed even what it was for the previous cycle.
While all the agency men agreed that the advent of the new communications giant, TV, has forced a revamping of basic media planning and that the decentralization trend was quite
you can see the difference on WBNS-TV
You can readily SEE the difference in the expert sets and properties used on all WBNS-TV programming. This Kasco Dog Food set is typical of the adaptable sets designed and executed for rapid erection and knockdowns. A crew of trained men strategically arrange props to the client's best advantage. Each set is quickly placed due to the fine filing and cataloguing system used for props, making them easily accessible at all times.
A floor manager works with the property-stage department for each locally produced show, serving as liaison for production.
95% of all props and sets used on WBNS-TV are designed, built and erected on the premises by skilled men. Existing sets are repaired, and maintained, properties stored and filed in a modern, well equipped shop, and a shuttle messenger service operated between the prop storage areas within the station and outside warehouses.
Under the over-all direction of Department Manager Robert Sweinsberger, and his staff of nine men, the myriad of articles required for TV Commercials are checked out prior to each show and are promptly filed in their proper place after each telecast. Such items vary widely from a tiny V* teaspoon measurer for a kitchen show, to a huge 8V2' x 9' x 5' awning for a commercial. Incoming bulk items are received, inspected and stored and a card file inventory maintained.
wbns-tv
COLUMBUS, OHIO CHANNEL 10
CBS-TV NETWORK • Affiliated with Columbus Dispatch and WBNS-AM • General Sales Office: 33 North High Street REPRESENTED BY BLAIR TV
11 AUGUST 1952
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