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SPONSOR-SCOPE continued .
Sellers of radio can gain a surer footing in their search for new business if they know some of the questions that clients are asking their agencies.
Here's the type of information sponsors are seeking:
RESEARCH: What's the out-of-home listening count? What's the commercial cutoff point in saturation schedules — when does my schedule reach the point of diminishing returns? Under what circumstances shoul 1 a local personality or e.t.'s be used for my commercials?
COPYWRITLNG: Are the copywriters well versed in the effective use of sound as well as jingles? What ideas have they got in new sounds for casual, or background, listening?
PROMOTION: What are the radio people doing to regain space in the columns and infuse a sense of glamor into the medium? What are the merchandising opportunities offered by the suggested schedule? Will it create enthusiasm and excitement among my dealers and salesmen?
AGENCY PERSONNEL: Are you developing trained experts who know the business of radio in all its aspects? Are they people who do not feel that they have been nudged into a dead end. but rather see a tremendous opportunity and challenge in the medium?
What do reps consider the topmost problem facing them in 1958?
SPONSOR-SCOPE asked some of the leaders in the field, and their responses can be capsuled thus:
• Assume a sharper concern over the incursion of the networks into spot and do something constructive about it.
• Recognize that the tv networks, in particular, are as much competition to tv spot as any other medium, including Sunday supplements and magazines.
• Set up a rep-and-station-controlled organization that would provide through research, success stories, and other data to promote not only the effectiveness of spot but also its advantages when compared to other media.
McCann-Erickson may find itself in the film selling business this year.
The corporation's Hollywood subsidiary, McGowan Productions, has just completed l pilot of Snowfire, and the plans are (1) to offer the series to a McCann-Erickson client, ind (2) if there are no takers there to sell the show to somebody else.
A cogent reason why some sponsors buy into network programs that offer huge audiences as against shows that top the competition:
These advertisers have learned that if they're looking for relief, it's easier for the network to get a replacement.
There's always somebody in the wings — who thinks more in terms of millions of viewers than actual ratings — ready to spell them.
Two NBC TV programs in that category are Perry Como and Steve Allen.
Among the advertisers who have found it easy to get tickets-of-leave because of this circumstance are American Dairy, Pharmacraft, Timex, and Polaroid.
Sales are picking up on participations in ABN's live daytime programing.
In addition to buys by Lever and the Florida Realty Bureau, there's in the offing an order for five announcements a week from Gillette-Toni in behalf of the company's new cold remedy, Thoroxon.
For other news coverage in this issue, see Newsmaker of the Week, page 4; Spot Buys, page 06; News and Idea Wrap-Up, page 69; Washington Week, page 77; sponsor Hears, page 80; and Tv and Radio Newsmakers, page 86.
SPONSOR • 4 JANUARY 1958