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When sales are down the station manager takes and all agree each sale now is costlier, tougher
Radio stations U.S.A.
There's no headache sales can't cure
True, programing, rates, budget pose problems, but real focus today is on reaching clients
mL verybody thinks that a radio station manager today has nothing but bottles of aspirin on his desk.
This isn't true.
Actually when the radio station manager comes in to work in the morning he just takes one aspirin . . . about the size of a football.
The one big headache boils down to selling. Administration, sure. The hot d.j. somebody else is wooing, sure. Unions, sure. But the thing which makes the station manager — and every other station executive — walk the walls is the simple fact that today radio must sell hard to live.
It's proving a nice living for many stations which last year beat their previous all-time highs. But even for the independent which has a waiting line during the most popular time periods, the present era of adjustment to television puts station management's emphasis on sales.
When the radio station manager's got the sales licked, he can pretty well take care of the other headaches. And these are numerous as this sixth part in sponsor's series on advertising headaches will indicate (For dates of other parts in series see below. Coming next issue: headaches of tv sta
ADVERTISING HEADACHES
A series of articles designed to put in perspective the air media problems of:
I. Timebuyers 31 October
II. Account executives 14 November
III. Ad managers 28 November
IV. Representatives 12 December
V. Radio-tv directors 26 December
VI. Radio station execs this issue
VII. TV station execs 23 January
tion executives.) in this article.
Here's what radio station executives had to say about this headache: Increased cost of making sales: The cost of selling radio is up in two ways: (1) need for tailor-made presentations to sell clients on using radio in the first place and a particular station in the second; (2) cost in terms of man-hours expended for selling.
"Each dollar of sale costs more today," most station managers agree.
Some large stations have added to their sales, research, sales promotion staffs. In smaller stations the sales manager takes on a bigger job. The radio station manager himself gets involved in special sales more frequently than before.
Buying prejudices: "Since some advertisers seem to spend only 'what's left over' on radio, they try to make ever) dollar of a restricted budget work overtime," the veteran manager of one independent station told SPONSOR.
"This inspires demands for 7:00 a.m. to 9:00 a.m. and 4:00 p.m. to 7:00 p.m. time by short-term advertisers which a station often can't deliver without overcrowding."
There are numerous radio buying
SPONSOR