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WNAX-570
CBS Radio in Yankton, South Dakota, gives you the two most important factors that make up a good media buy . . .
1. BROAD COVERAGE
190 counties in parts of 5 states in the great Upper Missouri Valley — 660,950 families — 2 1/4 million people.
2. LOYAL LISTENERS
80% of the homes in Big Aggie Land hear WNAX-570 3 to 7 times a week — and WNAX-570 has a 66.4% share of audience in competition with 52 other stations. (According to latest count.)
Big Aggie Land is an important market to national advertisers. The nearly 670,000 families in this prosperous area have $2.8 billion to spend. And they spend a good amount for WNAX-570-advertised products. Your Kntz representative will prove the point.
WNAX-570
YANKTON, SO. DAKOTA CBS RADIO
A Cowlcs Station. Under the same management as KVTV Channel 9, Sioux City. Don D. Sullivan, Ccncral Manager.
1" ".
Agency profile
Edward H. Mahoney: in a relaxed hurry
"' \n agenc) should usuall) lie involved in show development right from the initial concept of the show," says Cunningham \ Walsh's \.|). in charge of radio and t\. I'd Mahoney.
"I here are three ways to be in control of the show: (1) produce il yourself; (2) have an option on a pilot and he readv to step in an) time with suggestions or changes; or, (3) letting the sellers compete and then making a shrewd !>u\ from among the selections. In the last instance, the degree of control depends upon both the agency's contract and influence with the packager."
No last-minute rush can cure weak original concept
\ tall, slender \oung man I harelv 'Art I . \lahone\ look oxer C&W's air media operation several months ago. In the initial six months, his major concern has been "to acquaint clients new and old with (he development and application of t\ strateg) designed to get most effective use out of this expensive medium."
I'hose who meet Mahonev for the first time ma\ he overwhelmed l»\ his jet-propelled manner of speaking. I His dictation has been known lo drive secretaries franlieallv back to Gregg or Pitman for a refresher, i
'"ll a fast-moving lnisine-s. he savs. unconcerned. "I mav not seem relaxed, bul I am."
Whethei an agenc) will help deliver large audiences for a client's network or spot effort is determined in the planning stages of a majoj campaign, he feels. "No last-minute rush can make up for deficiencies in the original concept of a show and preparations for il."
In the past few week-. Mahoiiev has been bus) formulating an air Strateg) lor the new Texas Co. campaign. Texaco's "lower of
powei eon srcials, used in a LOO-markel spot radio-t\ campaign.
aie the earliest outcome of C&W-Mahonev planning. The same
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1.1 DECEMBER L956