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BUY 'EM BIG . . . for best sales resuits. Buy KONO— the top Hooperrated station in San Antonio— with top Pulse points where they count most — where sets-in-use is among the highest in the nation— where KONO's musicand-news gets more sales per dollar for America's top advertisers.
H-R
See your || " II representative or Clarke Brown man
860 kc 5000 wotts
KONO
san antonio ..■' Radio
Timebuyers at work
; business transactions
Ed Fitzgerald, J. Walter Thompson Co., Chicago, says that "when you think it over, it's a little bit amazing how vigorously the broadcast industry keeps growing ever) \ear. and how much of the growth hinges on the constantly improving selling job of the reps. Every )ear or two, with their help, timebuyers have some contact with the majority of the country's radio and tv stations. The many mutual business successes that started with these contacts indicate a pretty handy, efficient system of agencystation communication. And so much of our business volume relies on the real ability of our rep friends to supply a constant flow of up-to-the-minute data on stations and markets. It's good to have these men on our side. And just as hard to see who else could do the broad selling job they do in conclud quickly and efficiently. The) are an integral part of the broadcast business, and rep and agency are interdependent. I think it's time we gave a real pat on the back and a good-luck shamrock to our representative friends — sure and they're foine lads, indade!"
Ruth S. Leach, Gordon Best Co.. Inc.. Chicago, points to the ma factors which go into the buying of a schedule. "Ratings are one I indication," Ruth says. "But this is only one measure of spot value. Equally important are audience composition, frequency of exposure, surrounding material, station integrity, and local acceptance of stations. Good judgment in evaluating these measures can be practiced only after much experience and everyda) application. The reps, of course, are of tremendous help, since the\ provide much of | the pertinent data." Ruth feels that the buyer should always keep in mind that his chief objective is to sell the advertiser's product — j and that there are just as many variations in campaigns as there! are in direct selling. There is no set formula, she says. Each campaign should have its individual Strategy. "But media cannot stand b\ itself." Ruth adds. "Good exposure will not sell the product if the cop) isn't effective; colt versely, good cop) will be lost if the exposure is weak. The two must complement each other to achieve effective results."
14 junk 1958