U. S. Radio (Jan-Dec 1959)

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EDITORIAL • • • future for f m AGENCY INTEREST Allhouj^h the history ol lin is pot kinaikcd with disillusionment and false starts, the past we are sure coidd never rival the present in advertiser and agency interest. (See 11^/7/ the Cash Register Ring for Fm? p. 29.) Fiom large to small agency, a listening ear and thirst for information is going out to fm. Specifically, agencies and clients are showing interest in Im because of its specialized audience and the relative protec tion it offers for connnercials. However, the major stimihling block has been a story that is not unfamiliar — documentation of audience listening and characteristics. believe fm needs greater research and ]jromotional efforts. This is noi news to any of the devoted fm station operators who have found that in serving fm, they are serving a fulltirne master. But it does show the agency interest in fm today that has been absent in the past. Vince DeLuca, chief timebuyer of Erwin, W'asey, Ruthrauff R: Ryan Inc., New York, believes that an advertiser with the right product — like a luxury car — should establish a franchise in piimc fm time today and thus have guaranteed protection and time choices when the door swings wide open. NATIONAL INTEREST On the national level, the questionnaire that Grey Advertising is sending out to all fm stations is based on a major premise. It fm can prove and show that it has a specialized listening audience with all the other qualitative and coverage factors, it will open the door of opportiuiity. The Grey philosophy, as explained to r.s. RADIO, is that two sales can be made more easily by reaching four people 10 times each, than by reaching 10 people tour times each. On the regional level, the Affiliated Advertising Agencies Network, comprised of predominantly regional agencies throughout the world, surveyed its U.S. members on tm use (see Report on Fm, p. 79) . The AAAN, through its questionnaire to member agencies, found interest in fm. But the results showed that these agencies ADVERTISING A PUBLIC SERVICE The Society of Plastic Industries, faced with a national scare over the deaths through suffocation by plastic bags, has turned to radio in a spot and network campaign comprising educational messages. (See Time Buys, p. 10.) Through BBDO. the society is using spot in 50 markets and NBC Radio in a short-term drive advising listeners of the proper method of handling plastic bags so that they don't get into the hands of the moppets. The society believes that these bags, because of their utility value, should be treated A\ith the same care as matches or medicine. The radio industry is encouraged to provide the maximum support to the objectives of this "advertised public service." 84 U. S. RADIO • Julv 1959