U. S. Radio (Jan-Dec 1960)

Record Details:

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radio in looking glass "Let's educate more of the junior buyers into the benefits of radio.'' oilier ljii)ei aiul seller prt)i)k'iiis. In all, there were 13 (|uesiions. The survey shows that agency executives are sigiiifKaiuly impressed with radio's ahility to move goods off the shelves hecaiisc of its flexibility, low cost, ability to reach the housewite during the day and the husband in the morning and evening. They like strong local personalities, the value of radio as a reminder medimn. its portability and companion Uuution. What do they believe arc radio's pi()i)lems? According to the survey, ihey answer program development, lack of a "picture," nighttime primacy of tv, local xiersiis national rate practices, and the need lor a guide to measincment ol Irecpieiuy and saturation. Putting the economics of today's ladio into locus, \\'illiam Nfatthews, vice president and media diiector, Young R: Rubicam Inc., stales: "Radio loday is a primary local medium for national advertisers. It can be effectively used in local situations, like newspapers and spot tv. "It's easy enough to rank media on a general basis, but when you get right down to choosing a particular medium — when you're going into a city lor the first time, for example — it's quite a different ni.iiter. Then you have to choose the medium depending on what's availaiile and the cjuality of what's available, what the marketing problem is and what you're trying to achieve." On the subject of radio's assets, Arthur Porter, \'\ce president and media director, }. Walter Thompson Co., states: "Radio can reach a small audience at great Irecpieiicy effectively." Conversely, he feels that "radio's greatest limitation is reaching a large audience at an efficient cost. You have to put a great deal of money into reaching a maximum audience effectively." What about the problem of simpli 20 l\ing the buying and selling ol multiple market • spot radio campaigns? David \Vasko, vice president in c liaige ol media, Cieyer, .Moiev. Madden Js Hallard Inc., believes that "simplified rate cards and making certain that the a\ ailabilities submitted are the same as those confirmed would help. If there are any changes in availabilities, agencies should be iiiloi iiied immediatelv." .Mr. W'asko also tosses out a (hallenge to the radio iiidusir\: "It would be terrific for the national advertiser if some basis could be found to make rate cards uniloiin." .'\rt Topol, media buyer, Ogilvv, Benson .'i: Mather Inc., cpiestions whether multiple market spot radio campaigns can be simjjlified. "Each market or each station nuist be considered on its own merits. You cannot sell stations as a group unless there is a similarity between them — for exam])le. if they are an fm or concert network oi if they are all news stations. Even a degree of difference among 'modern' stations means that you must consider each market situation separately." -Among the present limitaii<Mis in radio that is found by Lucy Kerwin, timebuyer. Kenyon R: Eckhardt Inc., is that "the total audience at any one time is not too large." ,\s for the other side of the coin. Miss Kerwin states: ".\ client can use radio economically. \ot only are rates less expensive but the cost of preparing the commercials and putting them on the air is less. ".Also, radio can be utilized for a quick push because of the case of ]jroducing the commercial. Copv and production ])roblems are relatively easy and the campaign can be put on the air quickly." Here, then, is a rundown of representative answers to some of the meaty questions in the RTES survey. Because the RTES did not ask respondents to include their names on the questioiniaire, the following direct quotes ap])car without identification. What are your thoughts on radio as a motivating force? • "Listeners are loyal to air personalities and take recommendations seriously. There is vast response to important issues aired on radio and editorialized. Good and last iicavs reporting is iin|)ortant." • ".Much has already been pro\en with sales results — the end we are all alter. Department stores have been crowded with shoppers for 'radio specials' and sold out on advertised items. " • "(.ivcii lime lo work, it (an be Frank Pellegrin Vice president, H-R Representatives Inc. President of RTES highly effective." • "Naturally, assuming one has a good commercial, it can move people t(i act. However, audiences are so decimated in recent years that only large volume or long continuity of effort can produce siguificatit results as a rule." What are your feelings and experience on the competitive merits of live and transcribed commercials? Also local versus canned copy. • "If excellently produced, ET's are fine. However, it is wise to use popular local personalities to vary ET's with live adlibs of whole or part of commercial." • "If d.j. is good, no one is as effective— he can provide a person U. S. RADIO April 1!)60