Serving the Sponsor.

 

I have no intention in this handbook of tracing the history and development of sound advertising from the town crier, who rang his bell in the city streets, to the network whose gong announces that this is the National Broadcasting Company, or from the advertisements of the United States Gramophone Company in 1894, offering to record any musical selection with a sponsor's advertising announcements, to the modern electrical transcription. Suffice it to say, the contention of the Gramophone Company that "nobody will refuse to listen to a fine song, or concert piece, or an oration-even if it is interrupted by a modest remark: `Tartar's Baking Powder is the best' " has proved to be true. In 1923 Station WEAF announced that 10 minutes of its time on the air could be purchased by an advertiser for $100. Today the same period will cost the sponsor $334. It was estimated that sponsors in the United States paid broadcasting stations $207,956,000 in 1940 to advertise their products over the radio. This amount does not include what was spent for talent, for writing the continuity, and for advertising the programs but is merely what was spent for the use of facilities and the air. The student of broadcasting is interested in the opportunities offered to him by radio advertising and how best to take advantage of these opportunities. The student may enter the radio advertising field as a free lance or as a member of the staff either of the advertising agency or of the sales department of the station. Incidentally sex is no barrier in the advertising side of radio, but experience is a prerequisite for employment in an agency. There are those who have the knack of writing conversation or the ingenuity to create attractive characters and plots. In many instances a housewife in a rural community has a sense of humor, a nose for human interest, and the ability to recreate local incidents, characters, and talk into a series of short dramatic sketches. From these free-lance writers come the domestic bits of real life that appeal to the radio listener and sponsor. The free-lance writer must have an original idea capable of being developed into a long series of daily 15 -minute programs. In order that dialogue may sound like the conversation of two distinct persons and in order that situations may be developed, free-lance writers frequently hunt in pairs for ideas. The author must keep six weeks ahead of the program but be capable of revising any sketch to make the conversation of his characters timely. The writer must by all means study the radio and its successful presentations, bearing in mind, however, that mere imitations have little sales appeal to the sponsor. A sketch must emulate the most popular series on the air and at the same time evidence a new appeal. The sketches written by the free-lance writer contain no commercial angle; thus they can be sponsored by soap or cereal, dentifrice or gasoline. When they are completed, the author will submit them to an advertising agency. It is unwise for the author to attempt to sell his idea or his skits directly to the sponsor. The advertising agency is jealous of its relation to the advertiser and will frown on any suggestions that come from outside its office. Consequently such free-lance efforts must go to the agency. As these agencies receive bales of skits and sketches, the free-lance writer must have some "in" or contact with the agency to get his efforts read. There are agents for radio authors just as there are agents for the writer of short stories and novels. The chances for success of the writer without a "friend at court" are decidedly slight. The writer should select a certain account in an agency, build up specific reasons why his idea might be applicable to that account, and then endeavor to see the account executive. If the account executive cannot be reached, he should see the head of the radio department. It is futile merely to deliver manuscripts in person to the agency because many important papers are lost in the shuffle when they are dropped on the desk. If the writer himself is enthusiastic about his material, he will get an audience. The demand for such sketches is decidedly seasonal inasmuch as new advertising contracts are made with radio stations during the late summer. The best time to submit a series of skits is in May, June, and July. If the free lance's efforts are submitted earlier, they are filed away and not sought for unless the "friend at court" is active. If the programs come in after the new contracts are made, they will have no market until the following summer, and by that time they will be buried deep in the pile. Most radio contracts come in cycles of 13 weeks. If a "going" program goes sour, the agency and the advertiser endeavor to pick up a substitute. Also, good program ideas are frequently used to obtain new business. The free-lance writer will do well to listen to radio programs, to study the style preferred by different agencies and by sponsors in their radio advertising and in other media, and to endeavor to improve upon the commercial plugs of a chosen program. If the free-lance writer can evolve slogans, catch phrases, and vivid announcements that are an improvement upon those being used, he should submit them to the agency. If he shows decided ability and originality, he will probably be in line for a position as a continuity writer. It is unwise, however, for him to condemn the continuity being used. There are other opportunities in radio advertising for the individual who is not connected with an advertising agency or with a broadcasting station. Foremost among these is the opportunity offered in the advertising department of the department store or other large retail establishment.

Most department stores agree that, regardless of the type of advertising program, "good will" is the keynote. The programs must aspire to some degree of culture and education as a measure for good production. The keen advertising producer blends the humorous with the serious to present a colorful real -life broadcast. A program has to be sold to the public just as much as the commercial product and the merchant presenting it must be sold. If the program producer is successful in this, he is successful in the publicity of the product presented. There are six vital steps in cultivating the listener's good will or acceptance:' (1) to educate, (2) to assert, (3) to iterate, (4) to inform, (5) to stimulate, and (6) to persuade. Good merchandising in conjunction with a well -planned program will translate good will into action. It is such merchandising that often stimulates the actual purchase. For this reason successful radio advertising should he backed up by window displays, counter displays, novelties, booklets, showcards, direct -mail leaflets, and newspaper advertisements. Most department stores use the newspaper advertisements as a supplement to their radio advertising. Large stores, however, rarely use the window display to substantiate the radio announcement. Occasionally counter displays are shown. Other methods of merchandising a program should be seriously considered in planning the advertising by radio. There are three types of programs that a department -store management might consider: general merchandise -information program, department or department -group advertising, and institutional or good -will advertising program. The first type of presentation is the most economical, since it needs only one person to conduct it. It may consist of musical transcriptions interspersed with special sales tips for the day, or brief descriptions of store services available to the customer. The second advertising scheme should make a very interesting, fastmoving program with plenty of opportunity for punch. A store could be divided into department groups. One group might include the accessory departments, such as gloves, jewelry, purses, and neckwear, with an interesting fashion story prepared to attract and hold the attention of milady. The fashion expert could be interviewed, and she in turn could show how to make varied costumes by accessory changes. Another group of departments might include the children's divisions. Children themselves make wonderful talent for such programs. A talk on suggested play direction for children could be given, linked with specific activities found through browsing in the toy department. Such a program, properly merchandised, would be certain to create parental interest. Hobby day would be fun and would be greatly anticipated by all ages of listeners. This might take place in the book department with a snappy short review of a current book or an interview with an author, or in the photography division with someone narrating the thrills in using a popular -selling movie camera or some points to be remembered in good filin developing. Sport day offers an appeal to the men, with an oral golf lesson linked with a spe. ial brand of golf clubs. It may also include tennis rackets and an interview with some famous star of the game. Most department stores have services that they offer their customers. Such a service program might be built around a "Day with the Brideto-be," planning the style of the bride's veil and describing its history, telling her how to order her invitations, planning the color scheme for the bridal party, and even designing the dresses. Actually do something for the radio listener when possible or have her do it for you. These are a few of the numerous examples of divisional store advertising that could be broadcast. The programs should be seasonal and planned far enough in advance so that a circular listing the following month's program subjects and their dates can be mailed along with the customer's monthly statement. It is essential that programs of this second group be well merchandised. The third type of radio publicity to be considered by a store management, the institutional advertising program, is one of the best methods of creating and holding good will. It is the most expensive plan because it inevitably demands more outstanding talent. Such a program is more profitably presented in the evening since, because of its make-up, it appeals to all classes of listeners. A number of large department stores located in outlet cities of one of the networks could band together with a program originating in New York. A popular dance orchestra, possibly a fashion talk by an authority, and a society sketch could be broadcast from the New York studio, and the commercial plugs for the local stores could be given at the quarterhour breaks by the announcer in each outlet city in which the stores are located. It is necessary in making such a contract to sign up an entire basic network, but only those affiliated stations need be purchased which would serve the stores in the joint advertising campaign. An excellent program presented during the morning hours would attract wide attention, and the expense to each store would not be excessive. Where only the local station is used, the tendency has been toward 1 -minute plugs, but these do not create good will. Those stores which are more interested in seeing the dollar walk directly into the store than in building good will by institutional advertising tend toward the plugs. One store features radio days, with plugs for different floors each hour. Early in the morning, sales on the top floor are broadcast with an invitation to meet the performers on that floor during the hour. The radio listener descends from floor to floor as the day progresses. On each floor the items plugged over the radio are marked as radio bargains. There remains one more type of spot broadcast valuable for direct advertising. The local store can, at the break for station announcements in a network program, insert an announcement to the effect that the product being advertised upon the program can be purchased at a local store. From such announcements the local retailer can derive benefit from a high-priced national program. The radio program is another display window for the department store or retailer. It should be built with that aim. The radio window must have color, unity, a definite theme, climactic development, and a sales drive. Change the procedure, bring in the unexpected, but always appeal to human interests. The public does not like to be forced to buy. Therefore the merchandise story must be embellished and then flavored with advertising. It is unwise to talk only about merchandise. A program that is well designed for a department store will sell more than the specific goods mentioned in the commercial copy. Radio is an excellent selling medium because it presents life and action not present in newsprint. As the majority of department -store programs are written and pre- sented by the advertising department of the store with the active cooperation of the station staff, those who wish to break into radio should consider this entrance

The listener tuned to a star program being broadcast over the network is thrilled by the glamour and romance of broadcasting and desires to gain a position in the key station. The listener does not realize that the staff of the broadcasting station has about as much to do with the nationwide sponsored program as the owner of a theater has to do with a play presented upon his stage. The key station merely leases its air rights, its facilities, to the sponsor. The advertising agency is the sponsor's agent in making the lease, the sponsor's booking agent in signing up the star performers, the dramatic director for the cast, the author of the commercial plugs, and the agent through whom the script is purchased. If one desires to observe the origin, development, and evaluation of a big program, one should seek a position in the radio department of the large advertising agency. The client must give the agency all the information concerning the distribution of his advertising budget so that all media can be coordinated. In most instances a single agency will be in charge of the whole campaign: outdoor, newspaper and magazine, mail, window displays, and radio. All these must be unified in their purpose. Certain media may be used for direct selling, others for education, and another to create good will. In order to select the most efficient broadcasting stations, the agency should know the location of distributors and of wholesale and retail outlet s and where purchasers are most likely to be reached. The client's methods of merchandising are considered, even the distinctive package, its size, its shape, and its color. If there is a special offer, a bargain package, or a product to be pushed, this information is essential to the agency in planning the campaign. Such items as the counter, display cards, and window streamers, also usually designed by the agency, are considered in the composition of the radio continuity. A superficial knowledge of the product is not sufficient. While the agency should know how it is manufactured and what its ingredients are, the really important thing is what the product does for the purchaser. The listener is not interested in anything except how the product will aid or affect him. In order to build a program designed to appeal to the potential purchaser, the agency must know whether the product appeals to the rich or the poor, the man or the woman, the child or the adult, the rural or the urban. The agency is also interested in the seasonal appeal of the product, in, order to include it in the radio programs planned for certain seasons. These are but a few of the facts that must be gathered before anything is done about the radio program. From these facts the agency will determine whether to recommend radio as an advertising medium, what stations to use in the campaign, whether à network or spot program is to be used, whether to have live talent or to use transcriptions, and for what type of program and commercial continuity to plan. When the use of radio is decided upon, the agency contracts for time, either with the network or with various local stations. In the selection of stations the agency is indispensable. The agency, to perform efficient service for the advertiser, must possess information as to actual station coverage, type and schedule of programs being carried, the approximate number of receivers in the locality, as well as the percentage likely to be tuned to the station at a certain time, and the purchasing power of the listeners within the area. All such information is based upon surveys made by special agencies. The agency books time with each station for a period it considers best for that particular locality. A big advantage of the transcribed program is that the agency can select times without regard to a nation-wide hookup, thus obtaining the best time in different parts of the nation. The agency should consider the type of customer that presents the greatest potential market and should build a program to appeal to that purchaser. A program should be arranged which is expressive as a unit of the sales message and of the character of the sponsor. Generally speaking, recognized stars are handled by individual agents or bookers, and the advertising agent and client deal with these repre- sentatives in endeavoring to build a program. There is an exchange arrangement between agents which permits the employment of stars by competing companies. The advantages of prestige, proved acceptability, and free newspaper publicity which big -name talent will bring to a program are obvious. On the other hand, the incorporation of the name of the product in a pseudonym for the artist is another opportunity to introduce advertising. The agency usually goes to a client with a general idea of the radio program. After the client has approved of the general idea, which includes the type of show, type of music, name of the star, master of ceremonies, etc., the agency begins working with the network production department or an independent producer or does all the work in its own production department-building and rehearsing of the production. This finished program is then auditioned by the client, usually the president, sales manager, and other interested persons. It is at this time that they accept or discard the plan. After the client has approved of the show, the proposi- tion goes to the dealers and distributors, with the purpose of "selling" them on the sales value of this new operation. The commercial announcements are a matter of pure advertising, the first purely advertising copy, in fact, for the radio department of the agency to write.' When the artists are employed, the script for the entire program accepted, the musical numbers chosen, and the entire program rehearsed and timed, then the sponsor is invited to a dress rehearsal. Before the program is broadcast, there is conducted a tie-in campaign, consisting of the distribution of window streamers, show cards, publicity to newspapers, and in some instances a direct -mail tie-in to customers. The merchandising campaign is conducted by the agency alone, the agency in cooperation with the client's field force, the agency in cooperation with the radio chain's sales department, or by any combination of these three. Dealers are notified of the coming broadcast. A big factor in the success of the radio -advertising program is the advertising of the broadcast program through other media. Spot announcements are sometimes used in advance of the program to announce a forthcoming series. In the merchandising campaign the retailer is contacted to learn if his stock is adequate to take care of the anticipated demand, to give advice concerning the display of his stock, to furnish him with samples if a sample offer is to be made over the radio. Sooner or later the sponsor will wish to check up on results. There is the telephone method, the questionnaire method, the free -offer method; none of them have proved absolutely successful. One thing toward which the agency must begin to plan is the advent of television.

The sales department of the broadcasting station in the mediumsized town becomes the advertising agency for the local merchant and endeavors to coordinate radid and other media of advertising. The sales department conducts local surveys for merchandising, assists in distribution, and conducts the tie-in campaign. In many instances the station will put on merchandise displays. Its sales department will design window posters and display cards. The student who enters the local station will serve a diversified apprenticeship. Local advertising has been growing throughout the country. The reasons for the growth have been summarized as follows: (1) the local retailer, having seen the success of the national advertiser, has decided to follow his example and at least try the new medium; (2) the satisfactory result attained by the early pioneers in the field has caused the others to follow them; (3) stations have started to offer intelligent service to the broadcaster, both in the preparation of the campaign and in the actual presentation over the air; (4) broadcast advertising has attracted the better type of retailer. Types of programs for the local retailer are varied, ranging from spot announcements to live -talent broadcasts. The spot announcement has become a very important part of the revenue of local stations. Electrically transcribed programs have been very widely used. The live -talent program is becoming more and more a favorite with advertisers where sufficient talent is available. This type of program assists the sponsor in building up a distinctive personality. Moreover, its personal touch assists in attracting good will, on which store patronage is to a large extent predicated. A new type of live -talent program is the "group" program, sponsored by several advertisers who have spot announcements during the period. An important factor in the sale of local advertising is the proper servicing of accounts by the station. A knowledge of merchandising methods is necessary on the part of the broadcaster so that he may inform the advertiser as to the best method of coordinating his radio publicity with the rest of his sales program. To this end, the station must analyze the important factors of the customer's location, organization, inventory, and general methods so as to adapt the entire broadcasting policy to suit his particular needs. Moreover, programs should be checked every few weeks to evaluate the sales appeal of the presentation. The sales policy of the local station is equally broad. The first ap- proach is to sell advertising in general; the next is to sell radio; the final aim is to sell the station. Attention is focused on a long-term program, beginning with a 13 -week contract. The customer is told that results depend on steady radio use and will not come to him overnight. He is told that the radio is not a panacea for all the ills of a concern. His entire layout is looked over, and any worth -while suggestions that can be made concerning his methods are forthcoming from the salesman. National advertisers are turning to local stations to supplement their network campaigns. The two campaigns are distinctly different: the national campaign is purely advertising; the local combines merchandising and the creation of good will among retailers. The merchandising staff of the local station is personally acquainted with all merchants in the area, knows their problems and their sales possibilities. The staff of the sales department of the station can notify all merchants of a forthcoming campaign, outline the plan, demonstrate the product, suggest window and counter displays, and act as a distributor for the national jobber. In conducting such a campaign for the national sponsor, the local station accomplishes four things; it creates a closer working alliance between the manufacturer and the retailer, vindicates the station's worth as an advertising medium, creates a satisfied client, and establishes local contracts that may result in other local contacts. 

Radio advertising is important to business because it reaches the ear of the public while every other form of advertising addresses itself to the eye. Thus it acts on the prospective purchaser in a subconscious manner and supplements all other advertising addressed to him. Its chief value lies in the fact that it familiarizes the audience with the name of the sponsor and his product so that the sight of the name in written advertising produces a friendly reaction. Radio advertising is important because it can send forth a message addressed to the listener during hours of relaxation and receptivity. It is of vital importance that this impression by ear appeal be in complete harmony with various other printed advertising of the sponsor. It is important because it enables the advertiser to reach a great mass of listening audience with an even more powerful, direct, and specific selling message than he can use through any other medium. Generally speaking, the sponsor receives the greatest benefit from the use of direct -selling commercials because they move the goods. Another reason for the great value of radio advertising lies in the fact that it can address an audience either locally or over a national hookup. Also, radio advertising benefits the national advertiser by securing good will; by promoting the cooperation of the dealer, since he is affected, interested, and entertained just as any other individual; by insuring a cordial reception of salesmen; by increasing the value of space advertising; and by improving the morale of the manufacturer's personnel. It also is well adapted to the advertising of concerns and products having names difficult to pronounce and spell. The essence of consumer acceptance, as created by radio advertising, is that members of the audience are made to feel that they are buying a product of a friend-of one who has taken the trouble to please and entertain them. The control of the advertising message until the time and the conditions are best suited to its success is a great advantage offered by the radio to the sponsor. Thus a manufacturer advertises flour or soap in the morning when the housewife is in the kitchen; appeals to children when they are home from play just before the evening meal; and reaches the entire family group in the evening. The radio advertisement is flexible, permitting the control of program content. In the morning household aids are of more interest to the listening housewife than grand opera. The commercial program can be adjusted to appeal to the tastes of the potential purchasers; refined programs are arranged for banks and insurance companies, popular music and quartets for brewers. Flexibility is further demonstrated by the fact that changes, additions, or announcements may be made in a radio advertisement on very short notice, while to convey the same information to the nation by other media would require several weeks. Sponsors now recognize the year-round appeal of radio, for the summer hours are just as much in demand as winter programs. Finally the radio advertisement does not require concentration or idleness, for the listener may be impressed by the advertising message while engaged in some activity or while driving an automobile. The major networks have definite basic and supplementary groups which are available to the radio advertiser. However, in recent years, the "tailor-made" network has been developed. The tailor-made network consists of joining groups of stations in particular territories which are desired by a sponsor, regardless of whether they are connected with the national networks. These first came into existence during the presidential campaigns of 1936, when different candidates desired to reach the electors in particular states. Similar tailor-made networks are used in broadcasting football games to particular sections of the country. The advertiser sometimes is faced with the problem when he considers entering into a contract with a national network of being unable to get time in a city which he desires. These tailor-made networks enable him to pick out a C.B.S. outlet in one city, an N.B.C. outlet in another, and an independent station where no network outlet is available, etc. This is an evidence of the growing trend toward greater flexibility in the use of radio as an advertising medium.