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Now —
Channel 2
in
fabulous FLORIDA,
Now— WESH-TV
is on
the air in
Jam-Packed,
Sales-Rich
Daytona Beach.
Now —
call
Edward Petry
& Company
for
details on
WESH-TV,
Daytona Beach
and
WJ HP-TV,
Jacksonville
agency profile
MarU Schreiber
President Mark Schreiber Advertising, Denver, Col.
66
"You can't go half-way in advertising," says Mark Schreiber. president of his own agency in Denver. And to prove his point, he's been known to use up to 1,000 radio announcements in two weeks for the Chevrolet Dealers Association, one of his clients.
"There are definite advantages to buying spot radio locall) and right in the markets you know," he told SPONSOR. "For a successful campaign, the agencyman must know the particular loyalties that exist in listening habits. In this market, for example, we have some rather low-rated stations which regularly pull extremely well for advertisers, yet they're sleepers according to the books."
In tv, too, Schreiber feels knowledge of local markets is vital for effective buying. "You can't evaluate local tv programing with a rate book."
A long-time radio man (Schreiber started with KFUM, Colorado Springs, back in 1928), Schreiber is currently putting 30% of his clients' money into radio, 20% into tv, the rest into newspapers, outdoor and other media.
"Our 1956 radio billing is up 300% over 1955," he added. "I think that certainly shows the medium sold for our clients in the past year. Tv and newspaper billings are both up about 200%."
Schreiber fears, however, that radio may be killing the proverbial goose by triple and quadruple spotting. "Some advertisers have shied away from the medium because of this and because of the close adjacency to competitive commercials. We believe the musical trademark is probably the best answer in overcoming the evils of multiple spotting. However, in some instances sound effects and multiple voices have been used effectively by our clients as attention getters that make the copy stand out."
Schreiber finds that he enjoys the other side of the coin — being an agencyman after having been a radio salesman. "I run into the same men on the golf course that I always met there, and we still talk business on the links."
In fact, Schreiber confesses that he talks business virtually with everyone but his 13-year-old son Rick who's such an avid sports fan his father can't get a word in edgewise.
"You can't get bored with business in this agency," says Schreiber. "Our accounts are so diversified." They range from automotive to dairy to toys, construction and banking. * * *
SPONSOR