U. S. Radio (Oct 1957-Dec 1958)

TO MEET HEAD ON A NEED THAT EXISTS IN THE RADIO FIELD TODAY ... * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpening the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO ADVERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK WIL RUN AGAIN In a reccnl Icticr to Boyd i.awlor. MidWest Sales Manager for C^ommiinity Club Serxifcs Incorporated, John Box. fr. of the Balalian stations slated tli.ii "(!oniininiitv (hili Awards has enaliU.I us to pro\c jiiM how effective radio can l)c. We are ii^ ing CC.\ on all three of our si.i tions and will kiik off our second campaign at WIL in Sepleinber. In addition to being a tremendous public senice factor, Conununity Club Awards enables us to bring clients into radio who have not previously included radio in their budget. CC.\ means greater prestige, but, more important, it means more dollars from new business." COMMUNITY CLUB AWARDS PENTHOUSE SUITE 527 Madison Ave. New York 22, N. Y. Phone: PLaza 3-2842 John Box, Jr. NAB ASSOCIATE MEMBER report from agencies Baltimore Agency Executive Seeks Exchange of Data On Radio Station Profiles A Haltimorc at[\eiiisiiij; af^ciiiy with 70 percent of its broadcast billings in radio is tackling the prol)lcin of (jualitative research with a station ex.iliiation c]uestionnaire that is being mailed to broadcasters in oiit-ol-town markets. .Marshall Hawks, railio-tv director, Emery .Advertising Corp., leports that the results obtained in the tlni-c months since the cpiestionnaire was initiated have in se\eral cases caused the agency to alter its buying schedule. Emery, which bills ncarlv S;^ million a year, 25 percent oi it in r.idiotv, has been concerned ff)r some time. .\Ir. Hawks states, with tiie lack of "know'ledge in depth about radio stations in out-of-town markets. "I (.111 l):i\ lime fairly intelligently in Haltiiuoic, but 1 lack any such sureness when I buN ill other markets." he says. "W'c iiuist liaxe this depth ol knowledge ,111(1 .1 lot.il lamiliarity with markets and stations to buy intelligentlv. Ratings must be tempered with judgment by shicwd timebuyers." .\s a step toward greater lamiliarity with station profiles, the Emery questionnaire is designed to show an accurate [)i(iiire of their programming, their news, their service and their sports coverage." Mr. Hawks reports that .so far the evaluation form has been sent to approximately half a dozen markets where Emery's largest radio client, the Family Finance Corp., is considering buys. Among them are Atlanta. Philadelphia, ^fiami and Salt Lake City. The information received has proved valuable enough to induce Mr. Hawks to suggest that other agencies undertake a similar program on a kind of reciprocal trade basis. In a speech before the annual meeting of the Affiliated Advertising Agencies Network in Baltimore last month, Marshall Hawks, Emery Ad Agency. \\r. Hawks proposed that meml)er agencies make a bioadcast media study ill their own cities which they would make available on recjuest to their colleagues ill other markets. ".\t Emery, we would like to see every meiiber make a detailed and factual study ol his own market that would answer the loUowing tjuestions: What are the ratings? What is each station's prohie? Who are outstanding personalities on the l()(al s(eiie and w'hat produ( Is do ihe\ sell best? What are the audi(lue composition and socio-economic al |)ii)(il(s ol ( ac h station?" .Such si lid its would dovetail with the stated aims of the AA.AN, according to Mr. Hawks, which include "providing ;iii iiiierchange of acKcTtising services and information on a world-wide scope." .\.\.\N is an organization of 50 independently owned agciuics with offices in 10 major II. S. cities plus Japan, (Canada. Hawaii. (Colombia, the Philippine Islands and Australia. It was formed to provide clients of member agencies with the supplementary advertising, merchandising and marketing services of similar organizations in other areas. "If such an exchange of information were instituted," says Mr. Hawks, "we could use it in conjunction with ratings data. Lowest cost ptr thousand is, of course, important, but we are just as interested in finding out the answer to the question: lowest cost per thousand of what?" • • • 50 U. S. RADIO • September 1958