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V. S. RADIO • MARCH 1959
Radio Buying: A Group Function
Time to Buy
Analysis of how six major radio agencies (JWT, Y&R, IVI-E, D-F-S, DCS&S and D'Arcy) handle buying; how buyers are recruited, and radio's problems and prospects
There are 31,556,900 seconds in a year (give or take a few) — and a good timebuyer knows them all.
Being on more than nodding acquaintance with each daily, weekly and monthly segment ot the fourth dimension, an accomplished air media man or woman tells time by its availability, reach, cost and value to the specific advertiser.
How do advertising agencies handle the specialized field of operations known as radio timebuying? Who is the radio timebuyer, how does he get started in agency work, what are his principal lesponsibilities? What, from his standpoint, are the chief problems confronting radio? And what, in the opinion of agency media executives, are the future prospects of the medium?
Asked these questions by u. s. radio, key media men at six major agencies gave their answers, plus suggestions for some timely action on the part of the radio industry.
Agency radio buying today is largely a group function, of course, as most of these agencies testify. Responsibility for a major campaign or a specific buy may run the gamut from the account supervisor or executive to the top media department head, his associate directors and the timebuyers, and may be shared by all. Along with this coordination, much stress has been placed recently on the role of the estimator who does the leg work and basic factgathering for the timebuyer.
A major problem that agency media departments face is the relatively high turnover of timebuyers — either through promotion, a switch in department within the agency, or a complete change to practice his or her art (quantitative and qualitative) at another agency.
As national agencies, these six feel that the chief problem radio has today is one that has been very much in the headlines — rate structure. As one executive remarks, "Radio is be
coming too popular to afford any suggestion of 'fire sale' tactics. The reputation of the entire medium may be endangered by imcertain practices."
Sxnnmarizing the characteristics of their respective organizations, and stating their own media views, are William C. Dekker, vice president and media director, McCann-Erickson Inc.; Louis T. Fischer, vice president and media director, DancerFitzgerald-Sample Inc.; W. E. Matthews, vice president and director of media relations. Young & Rubicam Inc.; Richard P. Jones, vice president and media manager, J. Walter Thompson Co.; Donald H. Quinn, vice president and media director, Doherty, Clifford, Steers &: Shenfield Inc.; Harry K. Renfro, radio-tv media manager, D'Arcy Advertising Co.
Agreeing on the desired results — maximum effect and efficiency in ladio usage for a client — the agencies offer a variety of views on howbest to achieve such goals. Example
U. S. RADIO • March 1959
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