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TV GETS SET TO SELL HARD
This week admen told SPONSOR
FLEXIBILITY of spot tv is tailor-made for today's marketingconscious client, can make spot the "recession-proof" medium
COSTS must be held down this year as advertising money gets tighter. Dollar growth in net, spot tv can come from new business
SALESMANSHIP in 1958 means creating new uses for spot tv, developing new approaches to net tv buying, seeking new clients
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SERVICE by reps and stations can cut timebuyers' paperwork, make tv less costly to handle and encourage wider use of spot tv
What do L958's" money-strapped advertisers want from tv?
Evidently plenty. The sellers of the medium are facing real sales resistance for the first time in t\'s history. The complexion of tv's market place has changed and buyers' demands are stiffer. Perhaps it was Norman Knight, president of the Yankee Network, who Bummed it up best (at last week's CBS TV affiliates meeting i :
"Selling is tough today . . . and it u ill gel tougher."
Despite this sober appraisal, industi j estimates foi network and spot i\ billings in L958 peg volume at 'i' '< above L957. (See l\l'> figures <>n opposite page, i
This week sponsor went to agenc) media men and l\ clients to find out what t\ sellers will have to do if
they're to reach their L958 objectives:
Stop creeping rates. Medium-sized advertisers are cry. ing "uncle." I he)
know tv can deliver sales, but fewer clients can swing that initial investment.
Some are solving the problem b) adapting radio buying patterns to spot tv. The trend is toward more flurries of four-to-six weeks. Biggest drawbacks :
• Loss of advertising continuity.
• Higher cost to agency in buyer man-hours.
• Sluggish response from stations and reps in filling short-term in-andout orders.
"Spot t\ can be the Logical benefactor of the softer national economy," sa\s B&B media v.p. Lee Rich. "It offers the in-huilt flexibility necessary to clients whose sales problems shift more rapidly in these uncertain times. But spot t\ must help us afford these advantages. Stations have to hold down the rates. The) should offer packages to induce longer contracts and year "round campaigns.
kill triple spotting. Each tv dollar has to produce at maximum efficiency . "And that's impossible when your commercial is buried between two | spot announcements and adjacent network pitches." says one tv bu\er who handled in excess of $5 million in 1957 air media billing.
Several top agencies, including ^ &R, JWT and B&B, to mention just three, are currently carrying on full-blown crusades against triple spotting. They want reps to tell them what other commercials their stations will slot in the break.
""When a rep offers us announcement availabilities in prime time, we want to know we"ll he the only I.D. or the only 20-second announcement in that break," says Y&R's Ray Jones. I ""No client can afford to have his mes-|f sage diluted b) haying it wedged in among a hatch of others."
His view point is typical of mediajl executives today .
• 25 JANUARY 1958