Variety (September 19, 1951)

34 14 , mi an J m OW that Television hot passed through its pioneering stages...and has an ostoblishod rocord for soiling goods at a profit...advertisers considering an agency change are faced with new problems-and new opportunities. Suddenly it ha* happened. Television, yesterday’s magic new medium with a “future ", has arrived Not just as a means of telling goods, but as a means of selling goods at a profit! It has already revolutionized advertising media selection. It is now revolutionizing advertising agency selection. An advertiser selecting an agency today must ask. in addition to the many usual qualifying questions, a new and vital one: Docs the agency haw sufficient experience in Telc- \ ision to guide us to the profitahle use of the medium from the start—or vs ill we have to pay for the agency s education? The answer to this question is important to you in terms of time as well as dollars. For no agency can add Television facilities overnight. Television calls for thorough indoctrination and enthusiasm of an agency's whole creative and executive staff . . . addition of large, separate departments . . . training and integration of specialized media, programming and production personnel. There is no short-cut - except at the advertiser's expense. r In the past year, for example, while many advertisers were using telex ision on a profitahle basis, others were not. And more than 150 network shows failed to click. In this, as in other fields, there is simply no substitute for experience. It takes experience to obtain good TV time. Now that the rush to TV is on, time is becoming increasingly scarce. The top-level network contacts and “knowhow** needed to keep abreast of swiftly changing availabilities — and to secure the good ones - cannot be developed in a day. * • ■ • •: . ■ ’• ’• '/. * v • • ’ • v > •' • . •./ ' \ . , . _ ... Today, the William Ksty Company has more than a third of its billings in Television and is placing 38 separate television show's per week . • , more Tele- vision than is currently placed by any other agency. It takes experience to build big TV audiences at low costs. It*s not enough to know how to get the crowd into the tent. It's also necessary to keep the show inside running efficiently. TV is a four-ring circus - and there are a thousand and one details that can spell the difference between operation at a profit and opera- tion at a loss. Some Ksty -produced TV shows feature high-priced talent. Others do not. But Ksty know-how keeps per* viewer costs on all shows at a low level. The pay off: our ( Clients are reaching prospects at costs as low as 7g< per thousand! Most irqportant oi all , it takes experience to create TV com- mercials that sell . It is becoming a truism in the business that no agency, without a long and successful record of selling goods before the advent of TV , can be expected to do much better simply because it has a new outlet lor its efforts. Ksty TV commercials, like Ksty print and radio, pull out all the stops*utilize action, drama, human inter- est, newsiness and excitement — and tell a simple, direct,Aflri/-je//iifgstory .Salesofour/argrz/TVcIient are further ahead of competition than for many years. And sales of our four smallest TV clients are pushing them ahead of competition at such a rate that all are increasing their TV schedules for the coming year. ■' •>-. •• • ■. ... r.-V: /V".. ■?.; ■: This agency has prepared a special presentation showing how advertisers can put Television to work at a profit. If TV figures in your plans tor Fall, we would welcome an opportunity to show it to you. Just phone MU 5-1900 and ask for Mr. Wood. Or drop us a note. There's absolutely no obligation. _ • ■ •. . y ; * • • ; , . ' • * ;. William Esty Company, Inc. • Advertising 100 East 42n» Sr km i, New York 17, N. Y. • MUrr«y Hill 5-1900