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Production Talent and Operations

Selling Radio Air Time

Andrea Osborne
November 3, 2016
News

Would you buy something that you cannot see, feel, smell or touch? A good radio sales representative can knock down those potential stumbling blocks in a heart-beat. It is “sound that sells.” Radio is “theater of the mind.”

Back in the late ‘40s and early ‘50s, WRAL-AM, located at 1240 on the AM dial, was promoted as “The Station Raleigh Folks Appreciate.” Take a look at a couple of handouts used by the sales department back-in-the-day. You’ll notice the name Hooper. Radio and early television ratings were measured by the C.E. Hooper Company. In the biz, ratings was simply referred to as Hooper Ratings, or in conversation you might hear “how’s your Hooper?” At WRAL, our Hooper was quite good – thank you very much! By the way, A.C. Nielson bought Hooper in February, 1950, and that company still provides the ratings that WRAL-TV’s sales staff uses every day.

WRAL-AM rate card 1951

Production Information

Production Talent and Operations

Thanks to Corp’s Pam Allen for this capcom story. Pam Parris Allen is a former WRAL newscast producer/director who now works as a researcher and producer on the CBC History Project.

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