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I>\ some ill the \ I \1^ stationa :
• Regular retail and wholesale ~ t . >« k checks in detei m ine « hethei 01 nol the product advei tised is cai i ied and in what extent.
• Promoting good will and enthusi asm toward the prodi* i among the local store owners, wholesalers, clerks.
• Mailings from ill ■ stal ion to its advertiser's distributors and retailers telling them the advertiser's schedule t«> help promote g I dish ibutoi -manufacturer relations.
-I. Let the station help w// with your schedule and </<>n't buy ratings alone. Says Tim Elliot, president and general manage] of Will. Ucron, Ohio: "Don't be adamant in insisting mi the highest-rated positions. Often your indie rep will want you to have them. Bui there are times when .1 smaller audience will respond more favorabl) to your message, and he'll know w hen the) are."
Dan K< i|i>. of \\ \\/. New Haven, stresses the help a station manager can |nn\ ide. Id says: "Don't confine j oui schedule to the 7:00-9:00 a.m. i:i'<m\r. The Mock programing ol independents has an even appeal through the day. In using independents take with a grain of salt the drop in sets-in-use in 1 Please turn to page 82 I
10 tips on how to tjet top value out of indie radio
I. Make tin nutst ni tin tiiii listeners, by letting station personality
'J. Outline
managei m> he can <*/>/>/( his knouli <>,nl market
.'{. I ell Station nan, u local
tie-in promotions, merchandising efforts and trade mad ■
I. Let stui mi n rep m managei help you with >" lie Limn \ list* nin <>i \ mn
.». Keep station advised <>i results <<\ cam/Htigh ii mi information, ■><//«•> strategy on a ■ in hue uttli
ii. I'm campaign in announcements rathet thai
cumulative audience m a low* vital.
7. Remembei out-of-home listening, ulu<h is important m in tiiinl listening audience; note impact oj poini-of ale listei
it. Get Mini timebuyers into local markets to that they diar
ize themselves niili actual market situations, rather than ratings only.
It. Cooperate uu/i station personnel on merchandising
i>l\ them with display material and complete product tion,
lit. Keep Mm 1 distributors and retail <>;///«■
alerted to campaign to stimulate maximum promotion 'urn.
. ..,:: . ii . ::i , n
Indie radio often pulls top mail response. WAVZ, New Haven, campaign for M-G-M's "Bandwagon" won first prize for mail pull in na
tionwide contest. Dan Kops WAVZ ».p.. receives prize from Howard Dietz. M-G-M v.p. Promotion included high school participation (right)
28 DECEMBER 1953
45
For further tips, see "Sponsor \sks" poc/p 62
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