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Co-chairmen of the forthcoming RTES Roundtable luncheon are Al Shepard (r.), sales manager, Select Station Representatives Inc., and Ed Reynolds, assistant director, press information, CBS.
a specific audience. "All too often not enough time is spent by agencies in researching the kind of local programming buy that would best suit a national client," state the luncheon co-chairmen. "For example, a national insurance firm would do well to use a series of local public affairs shows on a station."
There are many radio values that the March 30 session expect to explore. Among these are:
• Frequency and repetition.
• Timeliness.
• How radio motivates — case studies.
• Flexibility and creative aspects of the medium.
• Economy.
"The people who know radio well are the ones that are using it effectively, declare Messrs. Shepard and Reynolds. "One of the aims of the forthcoming session is to spread some
of this knowledge around for everyIjody's benefit. This will be a forum— an exchange of ideas by knowledgeable people.
"It is the feeling of RTES that the creativity of radio is limited only by agencies and advertisers and the degree of effort expended on individual campaigns."
The techniques of using radio for various advertisers and kinds of accounts are expected to be highlighted.
The session will try to relate local and regional radio success stories to national advertisers. It will try to encourage national firms to take a look at local distributors who are using radio to move products and merchandise at the point of sale.
The reason advertisers are being picked for speakers, it is explained, is because RTES feels that the clients ultimately pay the freight.
Among the less talked about aspects of radio that are expected to be underlined at the session are radio's ability to merchandise creatively, to build point-of-sale tie-ins and to offer personality, endorsements.
Another aspect of radio advertising that is expected to be explored is creative strategy, including such things as local versus canned copy and live delivery versus transcribed spots.
If there are any significant areas uncovered by the March 30 meeting, another session will be planned to conclude the subject matter. There will also be discussion from the floor.
Stations are urged to submit their questions and comments so that they may be considered at the gathering.
Questions should be in the hands of U.S. RADIO no later than March 1.
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U. S. RADIO
February 1960
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