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h 11
^ HOMETOWN U.S. A.
commercial clinic
Value of Live, Local Commercials Are Overlooked, Says JWT's Stone
The live roiiiineic ial is the ugly stepchild in radio's laniily today and stands in urgent need ol a Cinderella-like transformation, declares Joseph Stone, vice president and copy group head at J. Walter Thompson Co., New York.
'Tor the past several years everyone has been so enamored of the transcriiietl (onnnercial in all its forms that radio's old standby, the live announcement, has been neglected in regard l)()th to writing and perlorinanc e."
The transcribed connnercial, Mr. Stone explains, offers such marked advantages to the client both in variety of approach and standardization of performance that most de
cision-makers prefer to employ it wherever budget permits.
"I personally would choose to transcribe wherever possible," Mr. Stone says, "but I l)elieve, nevertheless, that the live sales talk can do a very effective job for the client if it is properly written and delivered — it can make the most of listener loyalty to the local personality and also has the impact of immediacy.
"Certainly, there will always be a deluge of live connnercials as long as there's a sponsor in a Imrry, an advertiser who cannot afford transcriptions or an announcer who insists on delivering his own copy. The j)rol)lem is to close the gap in quality between most of today's ET's
and their live counterparts."
Mr. Stone points out that, in his opinion, live spots suffer in three ways: The client orders too many; the agency doesn't give them the time and effort that might be devoted to a fewer number, and the annoimcer and disc jockey fail to measure up in their delivery.
"When an advertiser is spending a substantial sum for an ET, he orders only one or two, or at most, a few," Mr. Stone says. "But live spots cost 'nothing.' They're just words on a sheet of paper, so the client orders them by the bushel and changes them as often as his socks.
"Neither he nor his agency can devote the thought and time to this
FUDGE BY THE TON
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of fudge a ivcck!" GALO PUTNAM EMERSON Putnam Pantry Candies Danvers, Mass.
CAME THE DELUGE
"Your solicitaiion for distributors brought a ]>rofitablc deluge of 'phone avd writttii response. It also set our people afire rvith neiv cuthusiasm!"
BILL CAVAN.'XUGH, President, Bonus Living Opportunity — Nutrilite Food Supplement (Distributor-recruiting campaign)
200 HAPPY BRIDES
'Overwhelmed by response from TTj In one day received close to tu:o hundred letters from brides all over New England!''
BETTY GOODMAN Tribune Publishing Company (for '"Bride Prefers Promotion")
NO SELLING CAMPAIGN IS COMPLETE WITHOUT THE r^^lf) STATIOi