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We're Riding High ... at KONO
Higher and higher go the KONO ratings every month . . . by ANY survey.
But what's more important to advertisers is the fact that KONO's sales potency is higher and higher, too . . . even higher that the audience ratings indicate.
That's because there's new enthusiasm and an earnest desire to SELL in the minds of every D-J on the KONO staff. Try us . . . and see for yourself. For rates and availabilities, see
your H-R Representative or Clarke -Brown man
E3 E3
Timebuyers at work
out of j
SAN ANTONIO
Radio
Jack Canning, SSCB. New York, timebuyer for Pall Mall and Noxzema, feels that a rep's selling job should not end after an order has been placed. "Reps." Jack says, "are always submitting spot improvements to buyers, when their stations have been left campaign. But rarely do they offer these improvements aftei sold a schedule. They feel the\ already have the business, and good spots that become available are usually sold to new advertisers. Yet, the rep has a moral responsibility to service an old account first and offer these good spots to improve existing schedules. And it would be good business. While many of the new spots would be used for improvements within a present schedule, others would be used as additional new schedules. The over-all effect would be healthy for the industry. As advertisers realized the concern for their schedules, spot activity would doubtless increase. So help us out, fellows. We can only keep check on all the stations in a schedule with your cooperation. What helps us in the long run is sure to help \iiii."
Douglas H. Humm, Charles W. Hoyt Co.. New York, says: "I like ratings. Don't get me wrong. I don't think they are the be-all and end-all of buying. Far from it. But on the other hand, I don't think they deserve the abuse and malignment which has been heaped on them. Ratings are perhaps the one most important tool, I said tool, of buying. How else would we get an idea of the comparative audiences of stations and programs? I don't mean that a 14.7 is necessarily better than a 13.7. Not at all. But in order to give our client the largest possible audience for his dollar, we must use all the means at our disposal, rat^, ings being the chief among them.
Hfcfe Of course, as has often been point
ed out, ratings serve merely as a guide, and should be used in conII the other techniques of sound timebuying. We consideration audience composition, the reputation ts believabilitj and ability to motivate sales. But And I sa\. use them prudently, but don't they're not perfect, we still need them."
junction with must take into of the station. ratings arc important, abuse them. Even i