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NEVER BEFORE has there been a better radio buy in San Antonio than NOW on KONO . . . your BEST BUY on UP-TO-DATE ratings . . . your BEST BUY on listenersper-dollar . . . your BEST BUY in listener attention.
See Your H-R Representative or Clarke Brown man
860 kc
5000 watts
SAN ANTONIO
Radio
m
It.
Timebuyers at work
Dorothy Classer, Herschel Z. Deutsch & Co., New York, sa\s that "no one is inure welcome during those rushed, tense buying periods than the well-informed rep, his attache case loaded with relevant facts. But there's Mr. Exception. The first time he meets \ ou. he calls you by your nickname. On the daj that you've canceled a much needed appointment at the beauty shop because of a hea\ \ cold, he tells you that \ou look 'terrific' and then casualK mentions a retroactive rate increase he d forgotten when the order was placed. Program schedules just don't get printed by his stations, which also never suhscrihe to rating services. Coverage maps? He likes mail count maps better. You lose every argument to the station — even when you're right — maybe because the station was never told of a difference of opinion. He drops in with the visiting station manager from a town your client's products don't reach because 'he really has a story to tell. Fact is. he has a few empt) half-hours in the da) that just had to be filled to keep the manager impressed and happy. Big problem is that he's never learned that its good business to service the agency too — and it's a good thing for advertising that he's Mr. Exception.'
Jean Mitchell, The Joseph Katz Co.. Baltimore, feels that in addition to ratings, profiles and market analysis, travel is \ ital for sound bu\ing. "No matter how complete the picture is from other sources," Jean says, "nothing gives the bu\er the feel of the market as well as an actual \isit. Katz's policj permits us to meet the station
manager and listen to his programing on the spot. We learn the characteristics perculiar to a specific area and hetter understand the stations inabilit) at times to deliver what we request. We can check its facilities for ■r remote pick-ups, the extent of its
sound effect libraries. Before spending time with a station, a program listing is just a name on a piece of paper. But after being on the spot, each program takeon a character and gives the buyer a definite feeling and idea of how the client's product can he advertised to besl advantage. But. most important, each \ isit to a market makes personal friends of people wlin have in the past just keen names at the bottom of letters an invaluable asset for hetter spot and program buying."
SPONSOR
2 NOVEMBER 1957