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to se|l the npost/ Hoosiers) be 5u!re your product is cookin^g in the
hottest p
INDIANAPOLIS
• Want a greater cumulative audience for your saturation spot campaign ? Like to get more attention . . . pull a bigger response to your program . . . increase sales ?
Then check WFBM firstwhere every minute is a selling minute! Greater program variety means more pulling power . . . gets more audience turnover hour after hour.
Ask us how WFBM can sell for you in this big, rich midwest market !
Represented Nationally by the KATZ Agency
the
Joe Gans, an agency president who has built his career by successfully predicting broadcasting trends-tocome, now declares that five years hence the word radio will probably be spelled most often with just two letters — fm.
By specializing only in the broadcast media, his agency, Joe Gans & Co., New York, is in a position to guide advertisers who require this kind of concentrated service. Serving advertisers throughout the United States and Canada, the agency's client list includes such firms as Time Inc., American Heritage and Norkon Pharmacal.
Mr. Gans is credited with buying more national fm time in the past year than any other agency. .He also has been called in to consult with other agencies on their fm buys.
With fm on the upswing, Mr. Gans feels that "the race will go to the swift" where station profits are concerned, and that it is already high time fm began doing a more effective selling job.
To this end he applauds the establishment last September of the National Association of Fm Broadcasters to replace the old Fm Broadcasters Association which, he feels, failed to gain sufficient station backing.
"Lethargy has been the curse pre
THIS MONTH:
JOE CANS
President
Joe Gans & Cc
Broadcast Media Specialhi Cites Job Ahead for Fm
venting fm from realizing more of its full potential to date.
"What fm now needs," he says," is a barrage of statistics and informational material similar to that put out for am by Radio Advertising Bureau and for newspaper, tv, direct mail and outdoor media by their respective associations. In addition, the new fm association must have 100 percent support from all fm stations in the country."
Betting on future trends in radio and tv, as well as helping establish many which are now in vogue, is nothing new for Mr. Gans. He started his own agency 14 months ago after a long and distinguished career as vice president and radio-tv director, first at Thwing & Altman Inc. and then Maxwell Sackheim Inc., both of New York.
He was one of the original supporters of weekend radio back in 1948 when Saturday and Sunday time spots were going begging, and he was buying considerable early morning time for clients as early as 1950, long before it became the most sought after niche in radio.
Since his agency's inception, about 30 percent of his billings have been in fm, with the remaining 70 percent almost equally divided between am radio and t\ . • • •
18
U. S. RADIO • November 1959