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NEGRO TIPS
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. eptable foi use <in the air.
Most large advertisers, however, have little to feai on the subjei I "I a< . eptabilit) . Their problem is not bo much getting on the air in Negro Radio but rath i m li.il i<> tin once the) ve started a campaign.
Advertisers anxious i<> make the fullest use "I Negro Radio have few obvious guides t<> follow. There are no textbooks i<> follow. Onlj the large ad agencies such as BBDO. C&W,
Benton & Bowles, lianv II. Cohen and others have on theii -tall account men. timebuyers "i copywriters who have extensiv* experience in Negro Radio.
Where, exactly, can the newest air advertisers (and man) <>l tin old ones, too) in Ni'fiiu Radio turn foi advice? How can the) plan their campaigns? Their time purchases? [heir cop) slants?
For the most part, tin answer to this question was furnished last season bj WERD, Atlanta's J. B. Blayton
Jr. who told SPONSOR:
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"In normal radio buying, the sponsor and agenc) usuall) know more about the technique of reaching and
selling a radio audience than a local Station does. The sponsor, after all. has the advantage of national perspective. But in using Negro-appeal radio perhaps because of it fast growth and complex personalit) tins situation i reversed. Sponsors should not be afraid to seek the advice of a lion experienced in handling V campaigns."
Of course, this isn't always few admen can take time out to tour
the nation' largest Neg arketl
and -oak up information.
A good compromise, for a non-network campaign as suggested b\ several station-, seems to be tlii-. \dvertisers with their own distribution or ganizations can learn a lot about gro Radio b) having regional or local sales executives collect basic data about the Negro Radio outlets in their sale territories. And station reps the national level can provide much additional data to round out the pi< ture.
\ Jim Vaughn, manager of Miami Beach's WMBM i represented l>\ DoraCla\ton), points out:
"I would advise a national spot radio advertiser t<> deal first of all through station representative who have access to all the information the timebuyers will require in setting up a Negro-appeal campaign. In each instance, a national radio advei should consult both the representative and the station, wherever possible, concerning program choice and appropriate times required to reach the desired audience.'
During sponsor's fourth annual -ui\e\ of Negro Radio, broadcasters and admen were asked to pass along whatever advice the) felt would be of practical value to national advertisers uing Negro-appeal broadcasting. Although SPONSOR i aware that market differences and product n< make generalizations difficult, the dps below should prove valuable to new advertisers in the field and provide some new slants for veteran clients
Q. "What type of \«»gro-npp«»«il shew should I bin/-'"
A. Here's what stations advised on
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// l/r>. Chattanooga: "Recendy,
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SPONSOR