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record, one way oi another, .1 • > 1 ■ 1 >> >~in^ t In practice "f rate 1 hiseling. Sim e they are influential in forming induetry opinion they are thus doing a lol in . in 1. 11I |u ic c » .11 selling in radio and TV.
\ a result, most stations today are -tii kin^ to ili«' clauses in the generally,K cepted \ \K I B I \ model spot contract, originally drawn up in 1946. These model contract clauses state:
"1 a 1 . It is agreed thai the time rate named in this contract is 1 he lowest rate made b) the station for like broad1 tats and that it at any tim<' during the life of this contract the station make .1 lowei rate foi like broadcasts, tin 1 ontracl shall be completed at >u<li lower rate from that date.
"1 1> 1 . \ll time rates shall be published l>\ the station. There -hall l>e no secret rates, rebates "i agreements affecting rates. Ml rates shall be furnished advertiser if requested in writing so to tin.
\ 111 > 1 1 1 »1 unofficial restraint which keeps stations in line when it comes t'> rate chiseling is time buying opinion. \ cross-section "I well-known timebuyers told sponsor, without exception, that they didn't like to do business with stations that arc known t'> cheat on their rates.
""II I catch a station "tit of bounds from the rate provisions of it -|><it contracts, I would think twice before ever buying that station again," a Ruthrauff & Ryan buyer said. "If a station offers me a fancy deal under the counter, how do I know they won't make a better deal at an agency that's buying an even larger schedule than the one I'm planning on buying?"
Individually, or unofficially, some station executives are taking serious steps toward rebuilding prestige for station rate cards prestige which has occasionally become a little tarnished in the past couple of seasons,
I odd Stor/. general manager of independent station KOWH, Omaha, recently initiated a movement among
broadcasters to have a "No-Trick-Deal
Hate (lard policy. \ Storz sees it. broadcasters would -iun a pledge not to make preferential rate deals and would then be allowed to place a seal on their rate cards something like the \ \RTB code seal Bhown by l\ station-.
Advertisers and agencies would then know, if they saw the seal on a rate <aid. that the station won't sell on an
under-the-countei basis. It the station ing up with similai proposals. In steps "in "I line, the privilege "I dis Washington, I*. ' ., the Mai land I' playing the seal would I" yanked. \t tricl "I • olumbia Radio l\ Broad last report, Storz's plan was gaining .< casters Vsso iation unanimously adoptlot "I momentum among broadcasters ed 1 resolution on 19 lune toward the
in .in ml .d sort "l way, Hie maintenan •• ■ •! fail and equal rates
\ARTB, "I which Storz 1 > member, which stated in part:
a n't hark Store's plan openly but did "Be it resolved that [the group
indicate to sponsor through an official gests t" each membei station that it
spokesman that the plan "is a I realistically examine its rate card to
idea.'" Certainly, the NARTB isn't dis determine whethei changes "i revi
couraging the idea ol a "quality 1 ite sions upward <u downward are in "i
1 ard group. der, and.
Locally, othei broadcasters are com "Having determined that it rate
SELL MORE IN THE
SOUTH'S No. 1 State!
■X Winston-Salem
is the home ol
R. J. Reynolds
Tobacco Co.
27 JULY 1953
89