Sponsor (May-Aug 1957)

bination of bigh cost and I > i ur risk. Besides, because oi the powei "I i\ .1 particularl) strong show i likel) to overshadow ili> sponsoi I'lii audience remembers the program and its stars, but not the message. I hi i\m-~ not mean thai \w would choose leasei stars 01 programing. Vftei all, i In strength of a show dictates its circula limi. Hut ii < l< m put tin emphasis on the quality oi the selling ssage rather than upon identication w i 1 1 ■ the show as such. Othei clients Taylor supervises include Met ormick, Dromedary, Stokely-Van Camp and Chicopee Mills. Of these, Dromedary dates ptii> Iiiii'. uf it budget into seasonal saturation radio efforts around majoi holidays. These accounts are all at least ~>()' in air media, ["his yeai the agency's over-all rate of billing is 150 million. While the agencj employs a total nf I"" people to handle its combined billings, raylor maintains that "the ratio of manpower i" dollar billings can varj .1 great deal between different agencies." ■ Vgenc) services, he says, cannot be defined solel) in terms of the number of people employed, but rather relate "to 1 I 1 the calihei ol the talent and it price; (2) the numbei ol services rendered for no additional fee t" clients; (3) the cost "I tin basic work involved in creating advertising for clients. "Marketing was jusl academics" When Taylor got into advertising "through m) fathei best man (back in 1{>2(> after graduation from the I niversitj ol Wisconsin) "marketing was primarilj a term in economics I" be ignored once a guj made the transition between school and the business "I advertising." I mla\ raylor finds the situation within agencies verj much reversed. "Fewer and fewer people have to know more and more about everj aspect "I the account the\ handle. We've reall) become management consultants in effect in various areas. The agenc) busir 1 « — has matured to 1 1 1 « level where the advertising strategist toda) realizes he can't absolve his responsibilit) simpl) b) evolving a g I media plan and effective cop) and art. He must also be thoroughly versed in client manufacturing problems, distribution, sales, pricing and packaging strate<:\. This development lias made advertising both more challenging and mure demanding than in the years prior In tele\ ision." There are man\ times when these demands intrude upon layloi s private life both at his Greenwich, Conn., home and on vacations ("rare though thej be"). "You learn to live a kind ol double Me, he says, "combining business with relaxation on the few occasions when you do take a vacation." Actually, raylor considers it a vacation well-spent when he takes ntT fm an occasional weekend sailing trip in Long Island on a friend's sloop. "He lets me take the helm." Taylor says proudly, "But I think that's because his other guests won't go that far awa) from the cocktails served below." Invigorated 1»\ sea-breezes, Taylor expounds agenc] philosophy with fervor. "Tn developing a strong agency today, acquiring new business reall) take on a secondary role."* he told sponsor. "We feel that the soundest growth in an agencj comes from existing accounts, their business, profits and advertising expansion." Lennen ^ Newell itself has nearlj tripled it over-all billings in the past five years, though the agenc) currentl) handle onlj 16 major accounts. ^ SPONSOR 3 \i 01 st 1951 KNX has more listeners in Los Angeles than anybody! More people listen to KNX . . . daytime or nighttime . . . weekday or weekend . . than to any other Los Angeles station* That's just one reason why 50,000 watt KNX is Southern California's #1 radio station. Tuhc of Lot Angeles -March -April, 1957 69