U. S. Radio (Jan-Dec 1960)

al eudoiseineiU laclor. It copy points must be handled very carclully, or local talent is not ade(piate, ET's are necessary." "it all depends on the ciualiiy ol the transcribed commercials and the ability of live announcers. Both can be effective." "Live has plus on local personality sell." "Both can be good. The trick is to apply the proper techniques to individual problems as they arise. Unless tliere are integration or endorsement opporttmities, wv tend to use canned copy." "ET's are better. They give you exact enunciation and pronunciation you want. Live varies by size of station and section ot "Radio should sell its exclusives: Great local mediitju . . . immediacy . . . local personalities' influence with trade and consumers" Al Shepard Sales Manager, Select Station Reps. Co-Chairman of Roundtable Committee country. ' • "On a network, in a personality show, distinctly prefer live. Locally, except for isolated cases, prefer canned." What recommendations do you have to simplify the buying and selling of multiple market spot radio campaigns? • "Make all cards similar. There shoidd be flat packages based on the number of annoimcements per Aveek (Sunday through Saturday) — no other frequencies." • "The use of representative confirmations which serve also as contracts. Tighter traffic control makes for more correct Ijilling, less delays in bill payment." • "Simplification of rate cards. SalcsmLuS knowledge ot his stations and markets." • "Aside from the standardi/ation ot availability lorins, I think further simplific aliou will come from better organized buying procedure." • "Single rate." • "More complete market data on the listener." • "Simplify rate cards. Make time availal)le in preconceived blocks. Provide minimum reach and frequencv." What has radio not done that should be done to sell itself Kore effectively? • "More indi\idual market data — A\hat percent ot market is rural, industrial, white collar. "W'hen they go to antl from work and by what means — heavy shopping days — special interest or ethnic groups — geographic, cidttnal peculiarities. All should be included with coverage maps so that buyer can use it in determining exact times of day to reach particular product's audience. Also, more and better descriptions of proorams shown on availabilitv o sheets." • "Serious progrannning considerations. Five-minute news on hour not considered realizing radio's full potential value. Stations hurt themselves by co-op deals blocking out good times for national advertisers." • "Improve progrannning to attract more listeners." • "It should sell its exclusives — great local medium emanating from tAvice as many places as daily newspaper and seven times as many places as tv. Its immediacy. Its local personalities' influence with trade and consumers." • "On the network, produce clearances and provide distinctly iden tifiable programming. Locally, establish local image and streamline rate cards." • "Has not sold itself on a market l)asis, using agreed upon statistics, in trying to effect radio sales for the nuuual benefit of several stations in a market." Many agencies buy certain pre-determined time segments (such as Monday through Friday, 7 to 9 a.m. and 4 to 7 p.m.). Have you experienced good radio results in other time periods, i.e., weekend, evening, etc. ? • "Sunnner ^veekentl ladio lor certain prodiuts. Rate iircaks just after 7 p.m. permit more spot mileage and offer good adult listening." • "Mail order agencies buy Simday, Satmday, then weekdays — in that order — regardless of price. Residts follow." • "Some products — female appeal — are more efficientlv sold and more effective in pure davtime hours." • "9 a.m. to 4 p.m. for women is economical and sometimes the weight of advertising is much less than traffic times. Quality products can be sold in evening 'good music' programs." • "Weekends are good — more 'whole family' listening when the opportimity is best for 'whole family' shopping." What recommendations would you make to improve radio programming from the viewpoint of both audience and advertiser? • ".Vt the station level, balanced music and talk programming. More news, public service and identification with local communitv. Networks should offer (Cont'd on p. 40) U. S. RADIO April 1960 21