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\y is Complex And hard to appease.
He searches his dial For something to please!
Every market is just as complex as the individuals within it. To penetrate complex markets, you must first penetrate the complex minds within them. It takes a flexible medium like radio, programmed with the individual in mind to do the job effectively and economically.
In Greater Los Angeles, it takes KHJ Radio. For 36 years, KHJ has featured FOREGROUND SOUND . . . news, sports, discussion, commentary, quiz, dramatic and variety programs... designed to appeal to the complex minds in America's Second Market.
Never underestimate the variety of tastes that make up the Los Angeles market. Here is a medium programmed to satisfy them all.
KHJ
RADIO
LOS ANOELES
131.-) North Vine Street
H
Timebuyers at work
Ed Ratner, Friend-Reiss Advertising. Inc., New York, feels that one of the biggest problems is explaining to the unsophisticated advertiser why his schedules can't be confirmed by the stations five and six months in advance so that he can merchandise his advertising. "At this time of year." Ed says, "our shop is doing a lot of buying for manufacturers whose peak selling period is Christmas. Most of these campaigns break in October and November and are not yet confirmed. Yet one manufacturer with another agency, either by design or ignorance, has put out an elaborate brochure detailing the time, stations and programs of his November campaign. When our clients see this they naturally want to know how come 'he can do it and we can't.' At this point, we produce station logs, letters, etc., proving that to date more than 20% of the programs listed in the brochure won't even be on the air this fall due to network and station changes. We make our point, then present some very effective television pre-merchandising plans — but life would be less hectic if we had earlier confirmations."
Edith Krams Whaley, Stromberger, Lavene, McKenzie, Los
Angeles, calls for "all heads out of the sand' when it comes to include or not include timebuyers in original planning, artistic and tv
i a campaign, fie knowledge
aren't statisticians," she says, about flexibilities of buying time, limitations and availabilities, and what the competition is doing right now that should be considered early in the planning." She cites an example: "In some instances minute commercials have been prepared with a specific audience in mind. It is the buyer's unhappy task to explain that minute announcements are not sold in the time period desired to reach this audience. The commercials then must either be shelved or used in time cannot deliver the size or type of audience desired. The only other alternative is to produce new ones. Edith thinks that the policy of allowing buyers to participate in early planning stages saves time, expense and loss of accounts early in the game. She is present al original planning sessions on all her accounts at SLM.
SPONSOR • 13 SEPTEMBER 1958