U. S. Radio (Jan-Dec 1959)

THAT'S ALL SHE report from agencies IN MILWAUKEE NOW NO. 1 WRIT leads the Milwaukee Market from 7:30 in the morning 'till 6:00 in the evening, Monday through Friday in the average quarter-hour ratings! (A. C. Nielsen — JuneJuly, 1959) MILWAUKEE Bernie Strachota, General Manager Parker Daggett, Sates Manager Bojf Radio wfegB po l)fl| mik ^| Buy Satateo wlisa p taf railia kbox Buy WRIT iheo p tav itate WRIT and yoti M \k piie slo BUY ^jj^f^g THE BALABAN STATIONS m tempo with the times John F, Box, Jr., Managing Director Sold Nationally by Robert E. Eastman Radio Scene of Schoolroom For Agency's Ad Course In 'Fienton, N. J., the sound medium and the advertising protession are currently enjoying a mutually beneficial relationship that is proving so su((esslul it promises to catch on in olher sections of the country. Convinced that neither the general public nor the average business executive is sufficiently grounded in the fundamental principles and mechanics of advertising, the Eldridge Inc. agency is seeking to remedy the sitiuition with a series of programs over WTTM Trenton called, "This . . . is Advertising."' The series — the second undertaken I)y the agency — began on September 22 and will run in weekly segments of an hour through December 15. Produced with a panel format, it featines experts who discuss topics in all major areas of the business. The present programs grew out of a similar set sponsored by Eldridge earlier this year and which proved popular enough for the agency to try it again, this time with an "advanced course." Eye-Opening Jane Sarin, Eldridge account executive in charge of radio, conceived the idea last January because "it was our eye-opening experience here in the Delaware Valley area to learn that many sales managers, vice presidents-in-charge of sales and other executives, who handled the sales promotion and advertising campaigns for their firms, knew amazingly little about the field in which they were spending considerable money. "It seemed to us, therefore, that if they had the opportunity to learn something about advertising, sales promotion and the graphic arts in their privacy, it would benefit and facilitate agency, client and media relationships enormously." Typical of the favorable response received by Eldridge to the initial series, according to Miss Sarin, were hundreds of letters from business people and the interested general ]jul)lic in the Trenton area. In addition, the agency received inquiries from other agencies, including Marsteller, Rickard, Gebhardt & Reed Inc., Chicago, and groups like The Pittsburgh Radio & Tv Club. Agency Policy Eldridge, which bills approximately $.500, GOO annually, has made a policy of promoting its clients and itself through the sound medium. As art example, it has been running for several years a series of one-minute spots over WTTM citing the civic contributions of its major clients and closing with a tag stating that the firm is served by the Eldridge agency. According to Miss Sarin, these spots have attracted favorable notice from the advertisers involved and have also advanced the public relations of the agency. "We use radio," says Miss Sarin, "for maximum coverage. We feel radio does the best job possible for many of our clients and it is proving most successful for us as well." Among the subjects to be covered during the present edition of "This ... is Advertising" are the following, niany of which were suggested by David R. Eldridge, the firm's vice president: Point of purchase; sales contests and incentive planning; sales training; market research; marketing; advertising's benefits to clients and clients' expectations from advertising; advertising and the law; advertising budgets and cost accoimting; advertising careers; national advertising promotions, and advertisins. successes of Trenton firms. • • • 80 U. S. RADIO • October 1959