U. S. Radio (Jan-Dec 1959)

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AGENCY VIEW (Cont'd from p. 25) ative individualily' between stations. Radio was meant for something better than top 40 records and station promotion jingles." R. L. Dellow, vice prcsitlcnt and director of media at Grant Advertising Inc., Chicago, says, "Station personality, especially when a variety ol stations are available, needs clearer definition." The suggestion of Marvin Richfield, media director at Erwin Wasey, Riithrauff R: Ryan Inc., New York, is for "greater emphasis on interpretation of news and current events rather than the mere statement of headlines." Maintaining thai the advertiser "needs a better climate for his product," Marvin S. Cantz of Tikis & Cantz Advertising, Los Angeles, directs his remarks specifically at programming. "Too many [stations] Mave forgotten their responsil)ilities to the connnunitv. They cater entirely to the wants of the listener; they care nothing about his needs. "Radio, in general, must develop a more constructive sound — it must appeal to mature minds of all ages —it must create listener respect and confidence." On the question of research, comments range from requests for specific material to a general plea for reliable findings. Says Thomas A. Wright Jr., vice president in charge of media, Leo Burnett Co., Chicago, "We want basic research on how radio is being listened to these days; a study of turnover in the 6 to 8 a.m. period; how long the radio is used per time tuned in." Arthur S. PaidoU. group media director, Foote. C^one & Belding Inc., New York, asks for research concerning spot radio "which will measure total radio listening more accurately. In addition, audience profiles revealing characteristics according to age, income, sex, occupation and so on would do much to sell radio." The suggestion of C. M. Anderson, media research supervisor at Campbell-Mithun Inc., Minneapolis, is for research to find out what the listening and non-listening audience wants. "Radio should be intensively researching its actual and potential audience and itself," he says. "It should do so with a view to giving the audience (both listening and non-listening) what it wants, not what the station and network thinks it wants. "Such research should be a continuous process, not a one-time proposition." In the opinion of William E. Wright, president of Wright-Campbell & Suitt Inc., Chicago, radio must tidy uj) its operation in the area of audience research. "There is far too much distortion, sloppy figining and muddled thinking." iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiH Do you think radio programming shows imagination, or does it all sound the same? Shows imagination . . . 7.7% In some instances . . . 19.2% Does not show imagination . . . 23% All sounds the same . . . 46.2% A lot sounds the same . . . 19.2% Varies by station . . . 7.7% (Total of percentages adds up to more than 100% because of multiple answers in some cases.) IIIIIIIIINIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII^^^ Taking note of an agency's share in the responsibility for developing good radio, Mr. Ritz of Klau-Van Pietersom-Dunlap says, "I feel that all too often the radio medium is purchased on the basis of ratings and numbers, v/ith little or no consideration for the qualitative aspects of the radio audience " On the other hand, he continues, "Many stations, I feel, give only lip service to programming and research, and all too often become involved in invidious competitive market comparisons. Many stations do very little in the way of public service programming which I feel is highly imp>ortant in helping to establish a station's image and profile." In like vein, Jerry Hoeck, vice j)resident of Miller, MacKay, Hoeck & Hartung Inc., Seattle, says, "Radio should clean up its own house on all three coiuits of programming, sales effectiveness and research, and throw in rates, too. Then go out and sell advertisers on the merits of the mediiim." From a sales standpoint, Mr. Seehafer of Needham, Louis &: Brorby has this to say: "Improved selling stems directly from better radio sales management, and a carefully conceived master sales plan is essential. This defines objectives, prospects, seasonal sales strategy, follow-uj) and the like. Good radio sales management also stimulates enthusiastic radio time salesmen. Good salesmen live with radio — wake up to a clock radio, get off to work by radio's time signals, snap on their car radios automatically, and aren't too embarrassed to use their transistor sets on the streets and in public places other than at World Seiies time. "Alert radio sales managemen can take many additional steps in support of the salesman on the street. One is the simple device of using the station to promote itself as an advertising medium. Here special commercials on the specifics of the station's audience size, audience composition, share, and the vast out-of-home audience should prove more effective than glittering generalities about radio as an advertising medium." Basic Medium Says Thomas L. Blosl, radio-tv director at Botsford, Constantine & Gardner Inc., Seattle, "Radio needs applied imagination and more creative thinking and selling to prosper." The apparent keen interest of agencies in radio's prospects and possibilities which underlies their outspoken complaints about its imperfections is exemplified in the words of Harry K. Renfro, director of radio/television at D'Arcy Advertising Co., St. Louis: "Radio must consider itself a basic medium and shoot for basic money. "Radio must sell against its real competition and not other radio stations." • • • 58 U. S. RADIO • November 1959