To make any single one a prime consideration is to distort your total perspective." Jeff Fine, Doherty, Clifford, Steers & Shenfield, New York, point- out thai when competition, additional money or other factors necessi- tate planning a fast campaign, streamlining hasic buying procedure can facilitate quick and effective execution. "be- fore even phoning the reps, the media department should prepare a complete list of markets it plans to use as well as stations most likely to he purchased. \ new problem: shows ma\ be disputed in eight major mar- krt-. where Don Lee stations wont want to relinquish to ABC outlets. • Incidentally, look for the refrigerator field to introduce a contraption with both heating and cooling units to keep food warm as well as cold.
"All factors."' Dorothy says, "should be considered in relation to the others. I The transfer, effective 26 April, marks the end of radios oldest ll ( )2i and largest regional net- work. • Another break-through anticipated in the food field is a germ stabilizer that will keep milk perpetually fresh.
-— ' mm maasm cow GENERAL LIBRARY ,0 ROc Sa UB fl AZ*. * Digitized by the Internet Archive in 2013 A APRIL 1959 40« ■ copy • S8 a ytar .. Here's how to sell after midnight New light on video's summer dip 38 Some popular notions are bound to be exploded by latest Nielsen study. Reach people-wherever they are at home or on vacation -with SPOT RADIO. — John Blair & Company — Broadcast Time Sale: Thomas F. There's no time to quibble old tnaidisfil) about time segments, so make them .1- flexible as possible without missing ili«- client's target. First, experience — 110 years of it, and most of it on WITH. blanketing an even larger area with a powerful signal NEW AUDIENCE! 14 SPONSOR • 4 APRIL 1959 SPONSOR-SCOPE continued This may turn out to be a ke\ week for NBC T\ : ll has a number of substantial deals cooking both in Detroit and New York.
Helps ESSO Dealers Turn Prospects into ustomers...", says Mc Conn-Erickson's Sy Go/d/s In the picture above, Sy Goldis, Broadcast Supervisor of Ic Cann-Erickson, discusses the breadth, scope and buying power of the astounding 3 A Billion WSMpire with Ed Whitley of John Blair and Company. Shows weekly cume audience in summer is only l' RIVAL 006 FOODS i NUCOA MARGARINE . These procedures should get you moving fast." Sl'ONSOH 1 ipril 1959 who pack a D1 CK COVINGTON punch Some radio stations call them announcers. Second, approach — these men manage to put personal selling into even a transcribed commercial. wxyz-tv adds new viewers running into the hundreds of thousands NEW COVERAGE! Some of the developments: • JWT is looking at hour periods on NBC in which to spot lord'-* weekly expen- sive extravaganzas (previously it had been talking to CBS TV).
Fourth, state your adver- tising objectives to the rep. Philadelphia, Baltimore, Washington Clarke Brown Co. in Dallas, Houston, Denver, Atlanta, New Orleans Mc Gavren-Quinn in Chicago, Detroit and West Coast Ohio Stations Representatives in the state of Ohio SPO. in charge of ABC's Radio network, signed his long-time hope into reality in nego- tiations (for an undisclosed, reportedh token sum i with John Poore, v.p. ABC's reason for buying: expand program service to its Western stations, attract new affiliates. and 30% at 9- p.m.; (2) while the adult audience increases as the evening wears on, the increase is neither spectacular nor big enough to compensate for the loss of the younger set.
Second, cut out as much market data and rating references as you can. Third, tell the reps how much monej you're going to spend in each market and probable alloca- tion-. National Representatives: Select Station Representatives in New York. ABC bought: six 15-minute newscasts daily; take-over contracts on the sold-out news shows: time clearance on 34 Don Lee stations. Hamilton edict to dispose of the declining - profit propertx. As the new tv buying season unrolls, you hear talk among agencies about escaping youth-control of the dial by not buying network before p.m. As an important sidelight on this attitude it's interesting to note that (1) the young still account for 36% of the audience at -9 p.m.
In other words, the networks have to play their specials tune by car.
Schwerin has just discovered that specials are greatly in favor with viewers.
Of course, it will be a major-minor arrangement For the two advertisers; but never- theless the pair will be side by side. action shows on the basis of 20-minute units, which means that area will probably be loaded with minute participations.
ccording to Sy, "WSM helps ESSO dealers turn prospects nto customers in the Central South." His contention that it is "impossible to cover the South without WSM" xplains why Mc Cann-Erickson beams three daily editions f your ESSO Reporter, six days weekly, to the WSMpire. I AND OPERATED BY THE NATIONAL LIFE AND ACCID HOW TO CLEAN UP SPOT'S PAPER JUNGLE sponsor digs into tin- maze of paperwork problems media men face in buying -pot WSM Radio Key to America's 13th Radio Market 50 000 Watts • Clear Channel Blair Represented Bob Cooper Gen. Third, popularity — each has his own big band of fans that multiply during our 24-hour broadcast day. wxyz adds scores of sub- urbs, towns and cities Now transmitting from the heart of America's fifth market . • Arthur Murray (Lorillard) and Johnny Staccato (K. Reynolds) will be scheduled this fall hack-to-hack Tuesday nights.
Want to turn the millions of prospects in America's L3th largest radio market into your customers? Mgr ENT INSURANCE COMPANV What an account man should know about air media Page 34 New Nielsen study sheds light on tv's summer video dip Page 36 One P. Man's Image' plan A SPONSOR spoofer Page 42 When KSTP-TV says go out and buy it" . Note that both sponsors are ciga- rettes, indicating that the traditional protection is showing signs of crumbling -till more.
Buick and Colgate which arc with the same agency, are among those being approached. Westinghouse has elected not to compete with Steve Mien in his new Monday 10-11 p.m.
niche: it will house the Desilu show in the Fridaj 9-10 p.m. Norelco already has aligned itself with Allen for the fall for at lea-t 1 12 weeks.