We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
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
Robert F. Varneu
Chairman of the board Foote, Cone & Belding, New York
"Clients and agencies shouldn't lie in tlie business of producing shows," says FC&B's chairman of the board, Bob Carney.
"The networks are properly in production. If problems of excessively stringent show control occur, they're the outcome of an allocation not a production problem. Were there more stations and networks, (comparable to the number of magazines, for example), then no one would question each networks right to control and produce programing."
Carney feels that there's no more need to justify the agency's role in television, apart from constructing editorial matter, than there's an) question about its role in print advertising. The recent discussions about agency commision don't worry him.
'"Of course the commission system is elferthe. or it wouldn't have existed as long as it has," he told sponsor. "On the other hand, substituting fees for it, for example, wouldn't frighten me as much as it might other agencymen. After all. I grew out of a profession that exists on fees — law. The transition would be painful and confusing, but eventually fees would probably settle on a level comparable to the commission, because the cost of operating today's agency services demands approximately that amount of remuneration."
Carney is a portly, graying man with an ease and candor of speaking. As a lawyer, he had FC&B and many of its clients consulting him. The switchover into the agenc\ business, lie fell, was a natural one. Since that time, he has seen an interest in marketing develop within the agency, and a new stress placed on it that has already increased the cost ol agencx operation.
"On the average, a major agency needs some 12 people per $1 million hilling, excluding clerical help. Todaj some 159$ t<> 20', of these people are involved in marketing.
While Carney recognizes the importance of marketing "advertising i> just one aspect of the total marketing plan" — he feels that agencies tend to exaggerate today, the more newl) developed forms of their services. "Bui advertising will always he the agency's primar) job.
At home some L3 blocks up Park Vvenue from Ins ollice. (!arne\ prefers to relax with thoughts ol business lefl behind. Weekends see liim traveling to his Southampton home. "11111 it's prettj quiet
(.ill there since the ho\s air grown up. says he. * * *
68
SPONSOR
17 SEPTEMBER 1956