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stream ot scripts that ihcy give to the few highly noodled recorded spots."
Mr. Stone adds that over and above the jiroblem of quantity — the gieat number of live scripts demanded to do the job handled by a few recorded spots — agencies usually face a time problem as well.
"They seldom get the advance warnings they get for ET's. Five hours' notice to prepare several oneniinute spots is not at all unusual. This double excuse, too many scripts in too little time, has been accepted as a major problem.
"But, in truth, there is another big reason for poor live copy. Seldom has anybody really tried to produce excellent live radio spots because everything has to be brought down to the least common denomi
nator' ol the least talented announcer who may ever be called upon to deliver the spot."
Mr. Stone believes that announcers, disc jockeys and stations — not to mention clients — would all benefit enormously if local performers would make as fine a study of the principles of good advertising as they do of good entertaining.
It is not enough, in his opinion, for the local man to go on year after year giving his personal assurance that an ever-changing list of products is the "greatest."
"Agencies would like to see local announcers and disc jockeys demonstrate a greater knowledge of the true science of advertising, which in a nutshell means supporting claims with 'reason why' sales points — giving convincing facts instead of sin
cerely s]<okcn gciici alilics."
If agencies were sure performers understood the advertising craft, Mr. Stone thinks, they would be willing to give out more often with fact sheets instead of scripts. These would help the local personality to integrate the commercials into his show and to increase his individual impact on the public mind. In turn, the performer could help attract additional business.
"I would really like to see," says Mr. Stone, "someone willing to make available to station performers a corresijondcnce course in the fundamentals of advertising. RAB might do it. Even now, I feel sure, in many markets college courses in advertising are being offered to interested adults. Why not encourage disc jockeys to sign up for them?" • • •
NEW NiWPSiilK
IT'S THE BERRIES
'In independent and chain-store ermarkets, sales doubled and even
tripled in the period of oxir minute spot commercials on WBZ."
nONAL CRANBERRY ASSOCIATION Ocean Spray Cranberry Juice Cocktail)
HOMES! HOMES! ALL SOLD OUT!
"We had signed for two sets of week-end commercials— but were sold out after the first week-end."
ROBERTS HOMES, INC. Chelmsford, Mass.
TRAFFIC STOPPER DeSUZE
"Congratnlations to WBZ's DcSiize! About 20,000 cars stopped over the three-day holiday to get the antum)i. tourist kit you alone announced.''
JOHN BRENNAN, New Hampshire State Planninsr and Development Commission
A^BZ Boston
REPRESENTED BY AM RADIO SALES. INC.