U. S. Radio (Jan-Dec 1961)

question and answer IS E THE QUESTION: A New York or Chicago buyer can request copies of newspapers in outlying markets to judge framework for his ad. Similarly, he may watch network tv to learn of programming changes that occur in other markets. How can the buyer best keep up on programming changes in radio? Edward Koehler is an associate media director for BBDO Inc.. New York. His comments follow those of Richard Olsen, DCS&S, New York, who appeared last month on this subject. Mr. Koehler feels thai ratings alone do not tell enough of a station s story. He lists here other factors important to a buyer. iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM EDWARD KOEHLER ANSWERS: Spot radio is probably the most diffic ult medium to purchase properly due to the constantly changing program formats, lack of qualitative data and a general lack of agreement between rating services. The space buyer can request copies of local newspapers and Sunday supplements in order to evaluate the editorial climate that his advertising message will be exposed to and also check for color reproduction. Spot television can be more easily defined because of network adjacencies and generally superior audience data. The timebuyer based in New York has a somewhat more difficult position in evaluating programming formats of stations many miles away. The broadcast buyer of today has a wealth of market data available to him. However, his selection of radio stations must be based upon coverage patterns, audience composition, programming formats and station personalities. Obviously, the best u a\ to become acquainted with radio stations is through a succession of field trips. However, this is an expensive and time-consuming operation and most broadcast buyers do not get the opportunity to travel. Since the buyer must obtain this necessary data, he can secure firsthand information to bring the added dimension of qualitative judgment to the spot radio buy. Program tapes of almost all stations can be secured, which will give an indication of the station's programming format and the salesmanship of its personalities. A buyer can also utilize the knowledge of the station representatives. For the most part, a good representative salesman knows his markets like the palm of his hand. He can also tell you things which statistics cannot begin to reveal. Additionally, he knows which local radio personalities can draw the type of listeners you want to reach. From time to time, station personnel make periodic visits to New York City to acquaint buyers and other agency decision makers with the profile of their stations. These presentations can afford buyers firsthand knowledge on the type of radio stations they will be purchasing. Ratings are only one quantitative measurement. They do not tell you what kind of audience you are reaching or where the audience is located. In addition, they do not tell you anything about the value of a given local station personality, his selling power and so on. Ratings and costper-thousands are fine, but these alone are not the complete answer in making a good spot radio buy. In some markets, many stations are required to provide strong reach. In others, one or two strong, well-established stations can do the job. Wise selection of stations and schedules requires evaluation of all pertinent quantitative as well as qualitative tacts for each market. 46 U. S. RADIO • February 1961