U. S. Radio (Jan-Dec 1960)

/ \ \ \ MORE REACH in the DETROIT AREA! with 50,000 WATT POWER \ GUARDIAN BLDG., DETROIT J. E. CAMPEAU Preiideni ROBERT E. EASTMAN & CO., INC. Natl Radio Rep the Spot radio's dusadeis are louiul among station representatives, who are doing a major job in keeping the spot sales curve moving in an upward direction. Organized to coordinate their efforts, the Station Representatives Association, under its managing director, Lawrence Webb, keeps a close eye on the health and well are of spot business. (See Sjjot Radio Moves Vf^, p. 22) . Taking a realistic view ol the luture, Mr. Webb believes that spot radio will attract greater advertiser interest in proportion to the amount of creative effort and energy that agencies expend in developing coj>y and technicjues that capitalize fully on radio's individual and imique qualities. As proof of spot radio's steady growth, Mr. Webb points to the 1959 figures which show that approximately SI 79 million was spent in this area of broadcasting. "The 1959 total," he says, "represents a five percent increase over 1958." Looking ahead, Mr. Webb believes that spot radio billings dining 1960 will climb up over the .$200 million mark. Looking for some of the reasons behind the increasing use of spot, the SRA managing director sums it up neatly by stating that the stations and representatives have been doing a better selling job, and supporting the sales efforts with more THIS MONTH: LAWRENCE WEBB Managing Director Station Representatives Association Spot Radio's Future Looks Good to SRA Director and improved promotion. One of Mr. Webb's major projects in the immediate futme is explaining the special sales presentation on spot radio worked out by SRA members. Designed to tell effectively the spot radio story to advertisers and agencies, the presentation, Mr. W^ebb says, is expected to play an important role in giving spot business a boost in I960. Mr. Webb's background has been a valuable asset in the performance of his duties as SRA's managing director. A native of Ohio, he got his start in the industry at WJW Cleveland in 1940. During his stay with the station, which lasted until 1953, Mr. Webb served as assistant to the president, assistant general manager and vice president. He took a fouryear break during this period to serve as an intelligence officer in the Coast Guard. After leaving WJW, Mr. Webb spent two years as vice president and national sales manager of WLOKAM-TV Lima, O. (station's call letters are now WIMA-.\^^-TV). In 1955, Mr. Webb was appointed to his current position as managing director of the SRA. An eligible bachelor, Mr. Webb lives in Manhattan. When his busy schedule permits, he pursues his favorite activity which is skiing. Mr. Webb is also a handy man around a piano. • • • 16 U. S. RADIO January 19G0