U. S. Radio (Jan-Dec 1960)

report from iW ^ Network Provides Data For Medium Size Agencies How does a medium size agency obtain the extensive marketing information it needs to service its clients, without prohibitive costs? Marketing Associates Inc., a newIv-tormed organization of advertising agencies, thinks it has one ans\\'er to the problem. It has created an advertising-marketing "network" that it hopes will extend throughout the country to serve as a medium for the exchange of marketing inlormation. According to Ed Robinson, executive vice president of Yardis Advertising, Philadelphia, "There are now 10 agencies definitely going along with the plan, which has been in the talking stage for about six months. Our first formal meeting will take place in Philadelphia on March 1920. Its purpose is to consider applications for membership from about 40 agencies." Raymond Rosenljerg, president of Vardis, explains that membership will be granted on an exclusive franchise basis, in approximately 50 major markets throughout the country, keyed geographically. Each franchised member will have the responsibility of providing, for a fee, marketing information in its area to any other member requesting such data. A percentage of the fee will be turned over to MAI for operating expenses and services. "For example," says Mr. Rosenberg, "suppose a member agency in New Orleans wanted to buy a radio outlet in Philadelphia. He could check the ratings, but they don't always provide a complete picture. And he needs more than the cursory information he can o,et from station listings. "He would write to me, as the franchised member in Philadelphia. I might tell him of a station in our area that has produced excellent re sults for one of our clients that may also be suitable for his product. He may never have known about the station if he didn't have a branch that reached into my city. I, as a member, must provide the service for him. In return, I receive compensation at predetermined rates." Each agency will also be provided with a master card file in which will be listed pertinent data on accounts serviced by all the members. In this way any member can obtain information, not only by market, but by industry or type. By checking the files an agency will be able to determine which member is equipped to provide specialized help in any particular industry. And agencies with specialized local experience might be able to offer ideas to a member with the same local problem in a difTerent market. MAI will also retain nationallyrecognized experts in numerous areas of marketing. These will be available through headquarters to franchised agencies, Mr. Robinson says. Membership in MAI will be limited to agencies billing at least $500,000 a year. The group has stated two other considerataions it will use in determining membership qualifications. Members must be able to provide, in staff and finances, a full range of marketing services for its clients. Secondly, franchises will be granted to agencies which have shown a high level of creativity in approaching their clients' problems. "The medium sized agency of today," says Mr. Robinson, "is hard pressed to provide services on the proper level and still make a profit. We believe that MAI, by providing a more extensive exchange of services and ideas, is a step along the road to solving this problem." The network expects to be fullv operative next month. • • • ON TARGET 1st in Pulse December 1959 6:00 A.M. — Midnight Monday thru Sunday Isi in more quarter hours than all other stations combined 1st also in Hooper — December 1959 Neilsen — Nov.-Dec. 1959 Trendex — December 1959 sold nationally by ROBERT E. EASTMAN WIL BUY Radio when you buy media BUY Balaban when you buy radio BUY WIL wtien you buy St. Louis and you BUY the people who BUY WIL. St. Louis Dallas IHfRIIT Milwaukee in tempo with the times THE BALABAN STATIONS John F. Box, Jr., Managing Director U. S. RADIO March 1960 57