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this agency, benefit network radio, which, of course, must yield to the maximum of flexibility. Co-op advertising is growing by leaps and bounds; as a local promotion factor it can be of inestimable aid. Local concentration has this strongly valid argument: leadership in well selected metropolitan or regional areas can bring as great a profit, or even greater profit, than diffusion of advertising efforts on a national basis. More and more national advertisers are veering toward accepting this concept.
Media director of an agency whose radio-TV billings put it in the golden circle and with a host of blue chip soap, drug and food accounts: Admittedly there's quite a churning going on in the reevaluation of the media pattern. There has been, for instance a marked swerve from supplements and a lot more interest in buying on a local basis. Radio is progressively assuming a much stronger position on a regional and localized level in relationship to other media, but there remains a reluctance to give up network radio. We think that reluctance is sound in man} respects. Network radio can become flexible enough to meet the national advertiser's needs. Our clients will for at least the next three or four years have a big stake in radio, especially spot. The degree of this stake will, of course, depend on TV rates, plus the expansion of radios mobility. As a daytime medium we look to radio to be lush stuff indefinitely and our clients are tending to reinforce their franchises in that regard.
Media director of a top agency strong in foods, cosmetics and soaps: We have prepared a great deal of material on media trends and are having it analyzed and projected. One of the observations that emerges from a preliminary study of this material is that TVs expanding encroachment on radio hasn't cut in anything as sharply on local time sales as it has network sales. We haven't the facts as to the basis for this, but it may indicate a state of good health that the national advertiser might gain from inquiring into. Our spot radio buying this fall will exceed what it was last year, and I believe that radio stations could capture still more of the increasing expenditures for advertising if they sold harder than they've sold before and offered it in unusually attractive packages. Radio could reassemble its technique of selling to great advantage.
11 AUGUST 1952
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TO SELL TOLEDO YOU NEED A
SALESMAN
BUYING POWER of $74.00 per week — that's the average paycheck in Toledo, the Nation's booming 36th Market. But, buyers aren't buyers till they're SOLD on BUYING^ — and for that you need a salesman. A good salesman has the consumer's confidence — and WSPD's integrity is established on 31 years of service. This respected station is the dialing habit of over Four Million people — morning, noon and night it's a welcome caller in every home. To sell Toledo, and its rich surrounding area of Northwestern Ohio and Southern Michigan take advantage of Toledo's Super Salesman — WSPD — the "Speedy" way to the wallets of potential buyers — ' because it's the buyer's best friend.
AM-TV
Storer Broadcaiting Company
Represented Nationally by KATZ