U. S. Radio (Jan-Dec 1961)

THE GOOD HUMOR MAN Cont'd from page 3(.) provided more complete comparative information, and showed cumulative frequency impressions thai surveyed the degree ol coverage <>l all listeners in a given market. By going in for fuller breakdowns of markets, the research area h;is given the impression ol being generally more re:i 1 isi it and objective. "I'd say. though, thai it still has a long way to go. It is still too divergent; different services will come up with differing results in the same markets. Worse, reps will not be consistent with any service. "Also, not enough is being done to tap a hidden source of strength — the out-of-home listener. There should be a method developed that will regularly survey automobiles, as well as estimate the impact of the new transistor radios that are sold by the millions. "All too often, stations concentrate all their big promotional efforts only during 'rating week.' This is a case of the tail wagging the dog — rating services being pandered to in programing — and it fools nobody. "4. Tv Psychosis. Six years ago, radio men were hypnotized by television. They were either fighting it or letting it get them terribly discouraged; like some kind of obsession, television was the chief topic of conversation wherever radio people gathered. "Today, the pendulum has swung in the other direction. Radio has demonstrated a capacity to stand on its own feet. Radio salesmen have replaced much lost national business with more local business, often with advertisers that had never before used the radio medium. Adversity bred ingenuity in selling that has paid off handsomely. "Time and again radio has demonstrated its selling impact. As a test, we once inserted a line in our Good Humor ad copy telling youngsters not to ask their Good Humor man for the secret of the ice cream's smoothness. That very night, every Good Humor salesman in the area demanded that the company brief them on the secret — because the kids had been pestering them about it all day long. We know that radio hits hard. "But here I would like to suggest that the pendulum has swung a little too far. In establishing its own niche, radio has been concentrating too nuu li on just that its own niche. The 'Tv Psychosis' lias been replaced by a Radio Narcissism' radio staring at its own reflection ol local impact and llexibiliu seems to be disregarding other significant aspects of the total marketing picture. "Radio must put itsell in the advertiser's shoes. II ladio can stop trying to sell only radio and instead show how radio's flexibility and local impact can add importantly to an overall marketing plan, (hen it will be opening whole new vistas of sales. "We all know that spot sales are down sharply in the first quarter ol this year — only the imaginative sales force can be expec ted to do well. "I would urge radio men to add to their staffs a marketing group, which knows how to sell the concept of radio advertising — and how it jits the overall marketing plan — to the advertiser who will welcome a sales lorce that has his interests in mind. "5. Sales Promotion. This area has not seen much improvement over the past six years. Sales promotion still consists largely of sending irrelevant souvenirs, cute gimmicks and other items to buyers and reps. Sales promotion should draw more heavily on good research and merchandising of good comment. "That's my assessment of where radio stands in those five critical areas today. Briefly, I'd say this is what has to be done right away: a. Price spots fairly and stick to your price. b. Be more businesslike in billing—get simple, uniform forms and get them out on time. c. Program to get roots in a community. d. Key your research to your advertiser's total marketing picture— show where radio fits in naturally and significantly. e. Go after the 'bright young men.' In the teeth of tv's glamour, radio must attract the enthusiastic young people that can keep radio changing. "In sum, we've seen a lot of changes in the past six years. A lot more is needed. As Bruce Barton used to say, 'When you're through changing — you're through.' " Review, please, the latest survey of your choice: Nielsen Hooper Pulse Trendex Verifak Conlan Unbelievable unduplicated audience in the Louisville Metro Area belongs to WKLO Need we say more? see robert e. eastman & co., inc. Other Air Trails Stations: WING, Dayton, 0. WCOL, Columbus, 0. WIZE, Springfield, 0. WEZE, Boston, Mass. U. S. RADIO/April-May 1961 71