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borne independents stress coverage of local school events from sport competitions to special field days. Above, KOWH, Omaha, goes
on a treasure hunt. Station announcer goes into an Omaha home to accept a child's contribution to "Omaha Opportunity Center"
How to get the most out of
Ever since 1948 a group of independent radio stations in markets spread over the U.S. have been exchanging advice, tips and critiques on effective air advertising. With this article sponsor opens the trenchant comments of these independents, outstanding representatives of the hundreds of fine indies in the U.S. and Canada, for inspection by admen. Their name: Association of Independent Metropolitan Stations (AIMS) . AIMS functions as a clearing house of ideas on good radio (members get booted out if they fail to contribute letters every two months to a mail box forum). What AIMS stations say constitutes some of the best thinking available to xou on indies. Some subjects SPONSOR asked AIMS members to comment on : how sj)onsors can get the most out of using independent stations: and what are roadblocks indies encounter in selling.
Ww hen it comes to selling goods over an independent station, there's no one more familiar with the problems and potentialities than station operators. No group's more unanimous, either, sponsor found there was virtually complete agreement among independent stations as to tactics advertisers could use best with their stations. Here under nine numbered points is
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the advice AIMS members gave sponsor as told largely in their own words. 1. Make the most of the indie's personalized relationship with listeners. Allow stations or station personalities to rework copy to suit the style of the local announcer. It's his style that sells your goods.
As Dan Kops, v.p. and general manager of WAVZ, New Haven, puts it:
"If you brought in 50 salesmen of your company and told them how to sell a product, you would still expect each of them to adapt the sales pitch to the words that come most naturally to him and are most effective with his customers."
Steve Cisler. president of KEAR. San Mateo, Cal., says: "Give the station some freedom with copy and presentation. \ ou get the individualized results that bring success to local retailers this way. Too many agencies are adamant about using their pet e.t. spot or else. KEAR as a good music station has had to turn down many a spot schedule where the agency insisted on using a hollering, screaming announcer pitch. Or a jive jingle. Such things would do an advertiser more harm than good."
2. Outline for the station mani Article continues on page 44 1
SPONSOR