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What makes the radio -tv director run ?
One minute he's racing after network time, next he's producing tv commercials yesterday
THIS ANECDOTE IS APOCRYPHAL . . . AND THAT'S A TRIBUTE TO WIVES OF RADIO-TV DIRECTORS
This story didn't actually happen, hut . . . doesn't it prove a point?
Dateline, Las Vegas, December 1955. Two women bump into each other outside The Flamingo. The brunette bursts into tears.
"It's a mess, isn't it?" says the Monroesque blonde, sighing.
"Awful," sighs the brunette, shrugging shoulders hopelessly.
"Mental cruelty, of course?"
"Of course. He's a wonderful man but I never saw him."
"I know what you mean, mine's a radio-tv director."
The brunette stopped crying. "Mine too," she whispered.
Within minutes, the two ladies were comparing problems, notes (and wires). And here's what they read:
"\ IRGINIA CITY 25 NOVEMBER. MARY. STOP. DON'T GET YOUR IRISH UP. STOP. PRODUCER'S SCHED GOT LOUSED UP. STOP. WILL BEBACKliU \ETER THANKSGIVING. STOP. LOVE, JACK."
"< IIICAGO. 28 NOVEMBER. SORRY TO MISS OUR ANNIVERSARY. STOP. CLIENT MEETING DRAGGING. STOP. LOVE. TED."
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I ime is the greatest problem of the radio-tv director:
• Time to spend with his wife and family (see anecdote left) .
• Time on the networks for which he must constantly battle in a seller's market.
• Time discrepancies between East Coast and West Coast which reduce the audience potential he can deliver.
• Time commitments which others in the agency make for him so that he's constantly striving to deliver yesterday what takes till tomorrow.
As the radio-tv director's job has grown in importance within the agency, it has brought with it a series of new headaches. For example: the new production techniques continuously cropping up, which he must keep up with; research tools with which he must be familiar in order to evaluate his judgment and justify it to clients; complicated union and contract negotiations involving him and millions of the client's money.
To explore the current problems of top radio-tv executives fully, as part of its series on headaches of admen. sponsor interviewed a cross-section of radio-tv directors at top, mediumsized and small agencies.
Many of the problems are the same for all types of agencies. However, the title of radio-tv director frequently encompasses different functions depending upon the amount of billing within the department. In the large agencies, for example, the head of the radio-tv department is a combination showman and network negotiator above all. In the medium-sized agency he often becomes involved in decisions about spot radio-tv. doubles as media-man and Inning supervisor. In the small shop, his functions would generally concern spot only and might include the actual bu\ ing of time.
It is true today, however, that the radio-tv director has more stature
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