U. S. Radio (Jan-Dec 1961)

NO W we can offer you PROVEN RESULTS* with these TELE-BROADCASTER STATIONS report from \in Hartford • (CONNECTICUT) WPOP \in Kansas CityI'N Los Angeles (SPANISH LANGUAGE MARKET) KUDL KALI I'N San Francisco (SAN MATEO) KOFY KBH I BECAUSE WE DSIK19 PROGRAM TO ■iilBfl 1 PLEASE LISTEN M11'|''M IT 1 1 ■ ERS AND TO ■B . ]i!'l!MtilM PROMOTE SALES For facts & figures CALL A TELE-BROADCASTER STATION 3 LOCAL RADIO STATIONS IN 1 That's what you get when you buy time on BIG 5,000 -WATT WFHR WISCONSIN RAPIDS with full time studios in MARSHFIELD AND STEVENS POINT BIG Coverage at Lowest CostPer-Thousand ... 20 Years of Local Radio Service WFHR WISCONSIN RAPIDS, WISC. Phone HA-3-7200 Represented by Devney, Inc. Expanding Media Services Change Relationship of Sellers and Buyers As the media department's role in the advertising agency becomes increasingly expanded, niajoi developments have occurred in the broadcast area which have changed the relationship between sellers ol broadcast time and the progressive media department. The point was made recently by Herbert Zeltner, vi<c president and media director ol I.ennen \ Newell Ini ., New York, in a spec* li before a meeting of the Radio and Televesion Executives Society. In the pasi, Mr. Zeltner pointed out, the seller ol broadcast time might have worked only with the timebuyer. But today expanded media departments now have a variety ol media supervisors, research specialists and account people who have an interest in the selling situation. "The buyer is slid the principal contact when it comes to the selection of one station over another or one spot plan in preference to an alternate, as well as for the proper selection of the best broadcast pattern for his particular strategy situation," the media executive commented. "But if it is a matter of broader policy, or general market selling, the planning supervisor may very well be a proper and worthwhile contact. If new research developments or a difference of opinion revolving around technical problems of reading research results is to be considered, the various analysis and research people involved should be a part of the group contacted. "If the seller of time is indiscriminate about his contacts in a diversified organization, he may wrell wind up using his limited time less efficiently. It behooves him to give some thought to what members of the organization should be specifically covered in a particular selling situation and then to restrict his presentation to material of primary concern to these people," according to Mr. Zeltner. Another change the executive cited in the sales situation todaj deals with speed. "With more buyers able to determine those limitec and desirable locations in a market and greater pressure for getting the best availabilities for a client, fastei service is more necessary." Mr. Zelt ner foresees the time when much ol the routine drudgery of buying time will be done by automation, leaving the buyer free to weigh alternative: and exercise experienced judgment. As the media department plays an increasingly important role in major marketing decisions and budget planning for clients, Mr. Zeltner warned that media department; must, in the near future: 1) Establish programs for recruit itrg personnel directly from colleges and universities; 2) Institute formal training pro grams for new personnel to develop their full potential as quickly as possible; 3) Eliminate the haphazard job hopping and talent raiding that now exists in the field; 4) Evaluate carefully all available rating and research services and select only that one or combination of services which best meets department and client needs; 5) Abolish unnecessary routine pa per work to free top level personnel for the more important tasks of planning— together with account groups — over-all marketing strategy and effective budget and media plans. "These are rewarding possibilities, but they cannot be attained simply by default," Mr. Zeltner explained. "The media depar tment must prove to account groups, agency management, clients and the representatives from whom it buys that it is a fast maturing and increasingly capable arm of the modern advertising agency." • • • -.K U. S. RADIO • February 1961