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^SPONSOR
13 DECEMBER 1958
'58 SPOT RADIO STARTED STRONG— BUT SAGS NOW
*?
1956
1958
1953
1952
1954
"
While spot radio time sales are up for the first nine months of ly and the last quarter is expected to show a greater decline. J through 1956 comes from FCC; 1957 figures and nine-month total 1958
. third quarter figi
nillions of dollars Repr. Assn. es
A* problem-beset medium fights back
^ Spot radio is challenged by a dip in billings, which are down 4% from last year during this year's third quarter
^ SRA organizing to help smaller markets attract more money while RAB executives will shoot for key accounts
^^pot radio, a tempest-tossed medium in 1958, is girding itself to do battle for a larger share of the advertising pie in 1959.
Some of the hardest selling in the medium's three decades of history can be expected next year. Leading the selling forces will be the Station Representatives Association and the Radio Advertising Bureau. Though RAB
pushes all forms of radio, its plans for a stronger national push in 1959 is expected to redound primarily to spot radio's benefit.
Certainly the medium, despite its problems, was never in a better position to sell itself. New creative uses for spot and new research have put selling muscle where there wasn't any before. The over-all dimensions of the
medium, particularly its out-of-home potential, are at a peak. The marketby-market concept, as practiced by national advertisers under the pressures of the marketing revolution, have honed media buying tactics to a fine edge and brought scores of new clients into spot radio.
Certainly, too, the medium faces a fistful of new problems. The push for larger billings comes against a background of a dip in spot radio dollars during the second half of 1958, the first drop since spot's renaissance in 1956. SRA figures show time sales for the third quarter of this year at $43,085,000, compared to $44,629,000 during the corresponding quarter of 1957.
During the fourth quarter, the picture became even darker and while
SPONSOR • 13 DECEMBER 1958