U. S. Radio (Jan-Dec 1960)

report from Agency Executive Calls for New Ideas to Combat Listener Apathy Calling attention to what is described as the "existence ot an 'iron curtain' of consumer apathy and indifference," Marvin S. Cantz, of Tikis & Cantz Advertising, Los Angeles, feels that the broadcaster, advertiser and agency must come to grips with the problem. Speaking before the Southern California Broadcasters Association, Mr. Cantz says "The job of converting a radio audience into customers is a creative function. This responsibility must be shared equally by all of us . . . agencies and broadcasters alike. What we do, as advertising agencies, to fill every empty minute of air time we purchase will largely determine the consumer's reaction to the product. But remember, what broadcast people put on either side of the precious minute of air time will also influence the consumer's attitude to\\ard the product." Mr. Cantz believes that advertising and broadcasting have fallen into a dangerous pattern of conformity. He states that "Today, new ideas are desperately needed . . . new concepts in programming that help to build consumer trust, faith and confidence in radio's voice, and at the same time, in the advertisers it represents. This is one of the basic ingredients for effective consumer advertising and selling . . . audience ratings notwithstanding. "The effectiveness of advertising," he continues, "as a companion to sales will depend largely on the selling 'climate' that broadcasting creates for the listener as well as the advertiser. In the months and years ahead, I suspect that more advertisers will be insisting on a quality environment for their advertising, even to sell to the mass market." The agency executive goes on to elaborate on his point that the "climate" created by a radio station is an essential element in the success or failure of a radio advertising campaign. Mr. Cantz says that "penetrating the barrier to consumer sales seldom begins or ends with the sponsor's message or his program. In radio, it begins the moment the listener dials his favorite station . . . and it ends the moment he tians it off. The total impression of what is heard during that time will influence the public, and product sales, as well as the value of advertising and broadcasting. Need Fresh Ideas "If every radio station would at least experiment with some really fresh, constructive ideas; if we could stimidate a little more leadership and less fellowship; if we could break the chains that make us conform to so-called established patterns of mass communication, we might then begin to de-congest a lot of ears, and make almost every radio station an indispensable force in the community, and considerably more effective as an advertising medium." As a start to making changes that he feels necessary for the growth of broadcasting and advertising, Mr. Cantz suggests that both groups revise some of their thinking about the mass audience. "Let's not invariably appeal to this mass audience," he states, "as if it were one, huge, indefinable blob . . . having the same likes and dislikes, the same attitudes, the same habits, the same ambitions and the same needs. "This is a very crucial period for advertising as well as broadcasting. What we do in the next year or two is likely to have an indelible effect on all of us. The degree to which we succeed in penetrating the 'iron curtain' that surrounds the consumer with a hard shell of sales resistance will, unquestionably, depend on what we do now^ to interest more listeners in listening," Mr. Cantz concludes. • • • An ideal selling climate results when a program creates intense audience attentiveness. And, for 15 years, Suspense has been fultilling this objective as it presents tales of terror uniquely suited to radio's imagery. Part of a Sunday line-up of Gunsmoke, Johnny Dollar and ttave Gun, Will Travel, advertisers find their messages develop a special impact in such a sales setting. In all radio, Suspense is the kind of company you keep... L'. S. RADIO August lOfiO 63