Sponsor (Jan-Apr 1957)

NEWSMAKER of the week The news: This week marks the 25th wm m business jot ili< I'mil II. Raymer Co., Inc., <>n< <>/ the first /<> organize a an exclusive national representative i"i rat/m stations. The company n<n< represents I "> tv and ->2 radio nations with offices in seven cities. The newsmaker: Search For the kej to Paul Raymei .1 a person and businessman (this is I ■•■ i n l^ written bj one w In . has known him nigh 25 years) and you come up with the words, "dapper," "conservative," "quality" and "integrity." To understand the philosophy that has governed Raymer's relations with advertising people am! stationmen through the years, you should know these things: Raymer sel bis business stai b) a man f< >i whom he once worked II. K. McCann, co-founder "I McCann-Erickson. Raymei could never cotton to opportunism or flamboyance. Raymer foughl )\\> waj through two "depressions"; first, the one of the '30s and then the occasion of the i\ Ireeze, when he found himself loaded with CBS Radio affiliates that had bided their time about television. Raymer has always preferred to stress qualit) of representation and service rather than quantity. The odd mixture of scholar 1 be started in the hook field < and hard realist has shaped Raymer's manner of operation. For instance: While an exponent of research and surveys, Raymer makes sure that his salesmen recognize that these are mererj tools and do not completel) take the place of creati\e selling. A smart advertising man has command of the facts but these facts do not command all his thinking. The personal role of salesmanship is more important than a capacity to reel off figures from a path, prepared easel presentation. In brief, Raymer is a firm believer in resourceful selling as against production-line selling. Trying to keep up with stationmen — many of them rugged individualists— takes lot of flexibility and tact, hut there's one thing Raymer has never been flexible and tactful about in dealing with his stations: selling a wax from the rate card. Utitudes like this and others have sometimes been t" hi> detriment. Fred Brokaw, now the companj executive vice president, joined Raymer in November 1933. Thej were fraternity brothers at Cornell. Two men who in several personal characteristics are as far apart as the pole-, they've made one of the best-meshing and most skillful teams in the station representation field. Raymer actuallx got into station representation reluctantly. He was looking for a job at the time. and. after much persuasion by Don Searle, he opened an office to represent KOIL. Omaha. Before that Ravmer had been with the Hanff-Metzger and H. K. McCann Co. as media buver and account executive. ^ Paul H. Raymer SPONSOR 30 MARCH 195' BALTIMORE is easier to reach when you ride on .1lllt.1llll1.1lll ||in||i" >l||iii REPRESENTED BY JOHN BLAIR AND CO.