RG 51-2764 CIFT OF TO THF. 1771 N sIH^^r nw wasiiin(.U)n d c joojb Sept. 23, 1986 \Sk^ ^ I- *< /t^r Gift of NAB Library Digitized by the Internet Archive in 2013 http://archive.org/details/usradio1219usra lor buyers and sellers qf radio advertising VOL.l-N aO-ACnVE 1957 'Heyday page 23 misjstor Boom ^nts for 37% Bi^es ^^^■^^ page 25 JH^-NUT Will Up 1,000,000 Budget /iiile Flavor Lasts page 27 WIETOWN, U.S. A. Promction ommunity Pace page 43 it takes all kinds Some folks like music; others like drama. People have different tastes in clothing, in food, in listening, too. To sell them all, you must reach them through the programs they respond to. ABC Radio's varied programming offers you every hind of listener. * The lady oj the house who enjoys soap operas can find them on NBC Radio dramas like MY TRUE STORY and ONE MAN'S FAMILY. * The housewife icho eases her daily chores with live pop music tunes in NBC Radio's BANDST.iND. * The men and women who follow world events keep and NBC RADIO reaches all kino posted zi'ith NBC Radio's NEWS ON THE HOUR . and the more thoughtful listen to LIFE A.\D Tl WORLD and other analytical programs. * Weekenders, relaxing at home and at the rrlici enjoy variety on MONITOR. NBC Radio's varied programming makes sure your coi mercials are heard more times by more different people. Fi a saturation buy that covers every segment of your markt nothing matches the effectiveness and economy of NBC Radi where more people hear your sales messages more times. People are different. But with all their differences they ca still have one thing in common — your product . . .when you u; JYBC RADIC ranee Problems On Sinclair's 5 Second Mmt Campaign „,« pose 5, Only YftHKtt serves all of Wew fng/o'w' an cur are ihe3\V^oroe ^ov/r> ,f^\\\a^es o ^^^e^anVee He^v/ or V v/V\< ;s^ V' )\ume ^ YanVee He^v^ or V ra ci\o a dver- rer> ,\n \n » H ;arrv 30 V ea rso ^ op er aVioi H T>5>":3 ^ Manchester, N. H. WGIR Augus+a, Maine WFAU New Bedford, Mass. WNBH Bangor, Maine WABI New London, Conn. WNLC Biddeford, Maine WIDE Pittsfield, Mass. ... WBRK Boston, Mass. WNAC Portland, Maine WPOR Bridgeport, Conn. WNAB Presque Isle, Maine WAGM Concord, N. H. WKXL Providence, R. 1. WEAN Fall River, Mass. WALE Rutland, Vermont WSYB Fitchburg, Mass. WEIM St. Albans, Vermont WWSR Greenfield, Mass. WHAI Springfield, Mass. WMAS Hartford, Conn. WPOP Torrington, Conn. WTOR Houlton, Maine WABM Ware, Mass. WARE Hyannis, Mass. WOCB Waterbury, Conn. WWCO Keene, N. H. WKNE Waterbury, Vermont WDEV Lewiston, Maine WCOU Westerly, R. 1. WERI Lowell, Mass. WLLH Worcester, Mass. WAAB Call H-R Representatives Operated by Yankee Network Division, RKO Teleradio Pictures, Inc. Thirty -six years ago, WSPD, the Storer Broadcasting Company's first radio station, went on the air in Toledo, and it's been first in Toledo in every respect ever since. It's first in service in the public interest as proved by its first in ratings of locally produced programming devoted to community problems and objectives. And WSPD is first in over-all ratings — morning, afternoon, and evening — Hooper, Pulse, and a few others to which WSPD doesn't even subscribe. It's ^rs^ in "cash register" rating, too, with the result that WSPD is first in retail advertising revenue volume. ms first in coverage which, with its first in listeners, has made it first in the con- sciousness of time buyers. Result: WSPD is first in Toledo in national sales. So, if you're thinking of sales promotion in the Toledo area . . . think first of RADIO N.B.C. in Toledo /^^^ STORER V^SPD WJW VS/JBK WAGA fo^^lj BROADCASTING ^^^^/ COMPANY Toledo, Oliio Cleveland, Ohio Detroit, Michigan Atlanta, Georgia WIBG >V>WA >^/GBS Philadelphia, Pa. Wheeling, W. Virginia Miami, Florida NEW YORK— 625 Madison Avenue, New York 22, Plaza 1-3940 SALES OFFICES CHICAGO— 230 N. Michigan Avenue, Chicago 1, Franklin 2-6498 SAN FRANCISCO— 111 Sutter Street, San Francisco, Sutter 1-8689 . . .or any Katz office U.S. RADIO • October 1957 u /^ :^^ 'hi K /^r^ l!5?. ^^'"' FROlvip^UTUAL BROADCASTING SYSTEM. INC. TO: Advertisers and their Agencies ...we've got news for you > In fact, we've got it every half hour on 400 MUTUAL stations that blanket the nation, bringing the up-to- the-minute news, sports and music to millions of Americans everywhere. This "news" pattern for action at MUTUAL-the greatest advertising buy in the history of radio- is available to you. Yes, for as little as $500 per news program, your sales message reaches millions of listeners in more than 400 markets from New York to Los Angeles- from Detroit to New Orleans. This nationwide net- work audience is now yours-at home and on the road— at the lowest cost ever. This is the "news" look at MUTUAL-giving Amer- ica more news and giving you a bigger market for your products. Some of the nation's top newsca.<;ters are ready to help you reach this audience and sell your goods. HERE ARE SOME OF THE TOP NEWSCASTERS READY TO "SELL" FOR YOU: Fulton Lewis Jr. Gobriel Heatter Robert F. Hurleigh John B. Kenned/ Westbrook Von Voorhij Cedric Foster Bill Cunningham John Wingoto SPORTSCASTERS Bill Stern Fronkie Frisch Harry Wismer Art Gleeson TO THE BIG THREE-NEWS, SPORTS and MUSIC-odd nexibility of odvertiiing, tcturalion impacf and unmatched low co»t. TRY US-YOULl SAY THE PLEASURE IS MUTUAL! Join these advertisers wow on I MUTUAL: GENERAL MOTORS • R. J. REVN'OLDS TOBACCO CO. • KRAFT • CHRYSLER LIGGETT & MEYERS- EX-LAX • READERS DIGEST • QUAKER STATE MOTOR OIL PONTIAC'EQUITABLELIFEASSURANXE SOCIETY • HUDSON VITA.MIN CORP. SLEEP-EZE CO. • RHODES PHARMACAL CO. • BELTONE HEARING AID CO. • PH AR- MACRAFT 'CONSUMER DRUG CORP. mutual eROADCASTING SYSTEM, INC. tm mmmm airwaves Radio's Barometer Local: $372,000,000 will be figure for 1957 in local gross billings accord- ing to RAB— a $20,000,000 gain over last year wfiich would represent a percentage increase of 6%. $372,000fi00 Local $89,000,j||o Network $95,000 Isi 3,645 S k ions on Air Sets in Use Network: More than $89,000,000 gross network billings is what RAB predicts for 1957. That's $4,000,000 above last year and approximately 6% increase expected. Indications it coidd go higher with new business coming in. Spot: $95,401,000 is total gross dollar volume spot radio sales estimated for first six months of 1957, according to Station Representatives Associa- tion, Inc., which predicts 20% increase for year. Here's how first 10 in gross dollar volume rank: Category Dollars % of Total I— Food and grocery products $17,461,000 18.3 2— Tobacco products and supplies 14,271,000 14.9 3— Drug products 8,888,000 9.3 4— Automotive 7,641,000 8.0 5— Ale, beer and wine 6,516,000 6.8 6— Gasoline and lubricants 5,252,000 5.5 7— Cosmetics and toiletries 4,566,000 4.8 8— Consumer services 3,736,000 3.9 9— Tooth paste, dental products 3,641,000 3.8 10— Religion 2,593,000 $74,565,000 2.7 TOTAL 78.0% Stations: 3,645 stations on the air and another 178 under construction, according to FCC, with 3113 AM and 532 FM. There are 340 AM appli- cations pending and 148 under construction. Activity on the FM front reflected in fact that there are 30 stations under construction and 37 applications pending. Sets: With 140,000,000 sets in use, radio sales totalled 4,937,126 and set production figures totalled 8,765,669 for the first eight months of the year. Set sales do not include 3,392,926 car radios produced which are sold directly to automobile industry for car installation, according to Electronic Industries Association. Month-by-month tally is: Auto Radios Total Radios Radio Sales Produced Produced January 563,363 521,624 1,085,592 February 525,029 522,859 1,264,765 March 730,584 597,432 1,609,073 April 543,092 380,452 1,115,813 " May 547,480 396,151 1,023,771 June 729,541 416,058 1,088,343 July 587,484 256,279 612,588 August 710,553 301,971 965,724 TOTAL 4,937,126 3,392,936 8,765,669 U.S. RADIO i » October 1957 3 THE STATION THAT CARRIES THE URGEST VOLUME OF AUTOMOTIVE SPOT BUSINESS IN WESTERN MICHIGAN BROADCAST TIME SALES REPRESENTATIVE for buyers and sellers of radio advertising '^DIO OCTOBER - 1957 VOL. 1 - no; 1 ... IN THIS ISSUE . . ^ Radio-Active '57 23 1 lu I'ljsliot oJ the Upsurge David Leads Goliath 25 1 he Tiny Transistor Tops Sales Beech-Nut Talking More Radio 27 . . \\ hiU ihf M' ASSISTANT EDITORS Michael C;. Silver I'aiiicia Moiaii (Washington) Art Ediloi Rollie Di'xeiulorf Serretar) to Publisher Sara R. Silon ADVERTISING I'rodurtion Sairs Sinicr .\(,i;' Jean I . Kngel \\ islrni Miiiitijiir Sliell .\lpcrt U S RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19. N. Y. Circle 5-2170 Western Office 1653 So Elm Street. Denver 22. Colorado Skyline 6-1465. Washington. D. C— 8037 Eastern Road, Silver Springs, Md. JUnlper 8-7261. Printing Office— 3110 Elm Avenue. Baltimore II, Md. Price 35< a copy: subscription, $3 a year, $5 for two years in U.5.A U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Application for acceptance as controlled circulation publica- tion pending at Baltimore, Maryland. U.S. RADIO October 1957 f^> ^M^.- '■ Just 7% of all stations Only 7% of all U.S. radio stations are affiliated with the CBS Radio Network. Yet this small percentage of stations accounts for almost one-fifth of all U.S. radio listening* (30% more listening than to the next network's stationsKThe reasOn:facilities, of course., .and, most certainly, programs. The network's outstanding news, world famous personalities/the most popular daytime dramas... matched with local programs that distinctively serve each community. The listeners go where the programs are. getl8.5% of all listening ! ■All U.S. Nielsen -measured stations, 6:00 AMI2:00 Midnignt, March 1957. ^^^^^^ 29 BILLION DOLLARS IN STORER MARKETS IN RETAIL SALES IN 1956"^ Retail sales of 29 billion . . . and so easy to influence on radio and television stations owned and operated by the Storer Broadcasting Company, ■■ar.-::,&i-i£Vi: >A^SPD V/J^*/ >VJBK WAGA Toledo, Ohio Cleveland, Ohio Detroit, Michigan Atlanta, Georgia >A^IBG AVWVA WOBS Philadelphia, Pa. Wheeling, W. Virginia Miami, Florida NEW YORK— 625 Madison Avenue, New York 22, Plaio J-3940 SALES OFFICES CHICAGO— 230 N.Michigan Avenue, Chicago 1, Franklin 2-6498 SAN FRANCISCO — 111 Sutter Street, San Francisco, Sutter 1-8689 "^1957 Sales Management "Survey of Buying Power' in each of these major markets, it isn't even close; More radios are tuned to the Storz Station than to any other. MINNEAPOLIS-ST. PAUL . . . WDGY :;? 1 Hooper, Trendex, Pulse^ — all day. Sep Hlnir or (iM Jack Thayer. KANSAS CITY . . . WHB #1 Metro Pulse, Nielsen. Trendex. Hooper; Area Nielsen, Pulse. See Hlair or (IM (ieorjje W. Aiiristronp. NEW ORLEANS . . . WTIX #1 Hooper, I'ul^e. See Ailniii Ndniip or (iM Fred l?(Ttliel-.o:i. MIAMI . . . WQAM ii^ Hooper, Pulse, .Southern Florida Area Pulse. T- .,.ipx. See Blair or CiM Jack Sandler. WDGY -^^neapolis St. Pat REPRE^fcNT^O-^^MOHN BLAIR ^vCl Ty^-riCDINI TODAY'S RADIO FOR TODAY'S SELLING rODO STORZ, PRESIDENT • HOME OFFICE: OMAHA, NEBRASK^ represented by JOHN blair a CO WHB Kansas-^ REPRESENTED BY OOM^ B WTIX New Orfeahs REPRESENTED BY ADAM YOUNG INC. WQAM Miami U.S. A' into Odoher I").')? soundings Network Upswing Credited To New Sales and Programming Methods General upswing in network radio is due to new sales methods and new programming methods. Few hall-hours or hours are being bought in toto by one advertiser. Exceptions: Home Life Insurance buy of Jack Benny and Phillip Morris' expansion of regional country-style show on CBS: Dow Chemical sponsors countn' style show on NBC Daytime Saturdays and renewal of Telephone Hour. Rest of netAvork picture consists of segments (See Report from Networks, p. 54.) MBS' new management is publicizing fact that in less than two months the tide has been turned putting the network on a profitable — "small but significant" — basis. Male Buying Patterns Influence Nighttime Trend More leisure listening during evening hours by the man of the house is attracting certain sponsors to nighttime radio. Products concerned are those which male customers actually go out and buy themselves or those which they specify by brand when the wife does the weekly shopping. Among these are gas and oil, tires, batteries, insurance. Cigarettes and beer, moreover, are finding it hard to get good time that competition doesn't have, so they're helping to spark nighttime trend. Magazine Concepts Joe Culligan's "Imagery Transfer" at NBC is attracting magazine- bound advertisers stich as American Institute of Men's and Boy's Wear, Waverly Fabrics, Ruberoid Company, Equitable Life. Magazine concept is factor in that buys are flexible and can be made on such short term bases as three weeks, four weeks, or every other week. Wooing Teen-Agers? CBS is re-working its block programming idea for nighttime which will concentrate on the teen-age audience. Plan is to try to sell it to two or three major advertisers in a combination that might shape up into a soft drink, cosmetic and cigarette. Saturation Spots Spilling Over More saturation is being bought, such as Pepsodent's more than 300 per in some markets. Spots are spilling over to other than prime traffic times such as between 9 a.m. and 4:30 p.m. to accommodate the heavy satination campaigns. This hits housewife audience of steady, faithful adidt listeners. (See Report from Representatives, p. 52.) Department Stores Eye Hard-Hitting Sell Copy On Air Department stores are watching competitors' use of radio closely to see if new trend to hard-hitting, merchandise-selling copy will warrant re-evaluation of their media budgets. Stores using institutional sell have not been fully convinced of value of radio. In Binningham, Pizitz, Alabama's largest store is sponsoring newscasts practically around the clock on Bartell Group station WYDE. Saturation calls for newscast practically every half hour with commercials doing hard-sell job for store. Extensive merchandising promotion also being carried on. Keystone's 1,000 Strong factor, according to Keystone Broadcasting System, on its much publicized success in rounding out affiliate ntnuber to even 1,000, is its accent on flexibility to give advertisers wide coverage selection. U.S. RADIO • October 1957 ■ three success stories which keep The BARTELL GROUP FIRST Att Wflf I i (and always) ^\\ > FIRST in ratings everywhere FIRST with the whole family delivering a richer audience composition WOKY Milwaukee FIRST . ^WAKE Atlanta FIRST *^ ^ KRUX Phoenix FIRST KCBQ San Diego FIRST and going up. up, up, newest Bartell Stations \ WILD Boston and WYDE Birmingham (Ratehokici- avails will triple their value in 60 days.) $wim !t... emd iea It - ijold Nationally hy ADAM YOUNG, Inc. AMERICA S FIRST RADIO FAMILY SERVING 10 MILLION AMERICANS I 10 V.S. li tniO • Ouobir 1957 Washington FCC Report Points to Possible Radio Study The stir created in the t\ industry by FCC's Network Study Group report, which frowned on aspects of network option time, must-buy, activities of station rep- resentatives and station ownership, is only a part of the story. Radio network officials, who remember with horror the Chain Broadcasting report of 1941, ha\e taken careful notice of this sentence buried in the body of this new report: "It would be appropriate and profitable to make another exhaustive study to ascertain the character and effects in radio broadcasting since I94I. Such a de- tailed study must wait until adequate personnel and funds are available." Radio Could Be Affected By Pay-Tv Controversy Industry spokesmen seem in agreement that, although pay-tv is technically a tv problem, it should not be treated with detachment by radio broadcasters. AVho knows what the future would hold for radio, they ask, under pay-tv philosophy which they maintain tampers with basic concepts of American system of free broadcasting? Opponents of pay-tv hold that system could ultimately destroy concept of free broadcasting — in radio as well as television. Drawbacks to be Overcome In Remote Control Ruling Chief drawbacks to FCC's airiended rules on remote control operation, effective October 25, are (1) rigid proof of performance data which many stations are ill-equipped to handle during a remote control operation, and (2) a requirement for daily DA readings at the transmitter point when the directional arrays change. Until close scrutiny was made of these provisions, it had looked at first that ruling gave complete green light for remote control to all AM and FlM stations with directional antennas and power in excess of 10 kw. (Non-directional antennas and outlets with power less than 10 kw have been operating by remote control since March, 1953.) Under new ruling, an operator holding "a valid radio telephone first-class operator license" must be on duty at remote control for transmitter location. Applications for remote control operations will be received and acted upon on a case bv case basis. Daytimers Look to Jan. 7 When FCC Reports to Senate Subcommittee New wave of criticism broke at FCC's door when Senate Small Business Com- mittee report took Commission to task for stalling for 3 years on taking action on Daytime Broadcasters .Association petition for longer broadcast day. Report was based on hearings held 6 months ago by Subcommittee on Daytime Broadcasting chairmannecl by Sen. Wayne Morse (D-Ore.). DBA seeks permission for well over 1,000 daytime-only stations to go on air from 5 .\.M. (or sunrise if it is earlier) until 7 P.M. (or local sunset if that be later). January 7 was set as date for FCC to report back to Committee on its proposed action on petition. Com- mittee report turned deaf ear to pleas of insufficient funds and staff which FCC used to explain, in part, the standstill. Clear Channel Issue Involved Committee wants some other answers, too, on January 7 from FCC. Sen. Morse seeks concrete data on long dragged-oiu daytime skywave proceedings and about clear channel station listenership. He asks whether listening habits of nation have changed since establishment of clear channel service. Committee suggested FCC take new look at its allocations policy to find answers. Report recommended several possible solutions to DBA's woes: • number of frequencies in broadcast band might be increased. • more space might be given AM by narroiuing other frequency bands. • power of clear channel stations might be relocated, broken doion or reduced. From FCC: No comment. From DBA: Complete agreement with report. From Clear Channel: The stand that present FCC allocation rules on Day- time Broadcasting are consistent with the findings of FCC and industry engi- neers. A change, CCBS says, would be detriment to service radio performs. U.S. RADIO October 1957 11 Washington (contd) ...on KONO, that is! Yep. . . the latest ratings put KONO Radio head and shoulders above 'em all in San Antonio in listenership as well as listeners-per-dollar. But our head's not up in the clouds. . . we're plugging away to build our audience bigger and bigger — with the music and news that active, buy- ing South Texans want. If you buy by ratings . . . buy KONO. If you buy by results of salesmanship . . . buy KONO . . . the South Texas station with audience and selling power. Get facts — see your H-R Representative or Clarke Brown man 860 kc 5000 watts KONO SAN ANTONIO RADIO FCC Gets Close Scrutiny .\( (()i65. expenditures in radio adver- tising should climb to S79^ million — as against ^^20 million in J'N'i and $539 million in I'^55. • Count of station grmeth in past year — 10-f new .l.M and FM sta- tions have gone on the air. • Set count estimate of 163 million radio sets in use — 35 million of them in automobiles. Status Of Radio Symbol A svnibol — .iiii.il .iiul visii.il — intcntl- ed for use by radio broadcasters as a (listiiii^tiished trademark is still in works .11 N'AR I H. In response to ijiu'iA .is to when bioadcasters might cxpett to sec work completed, N.\R IB source stated tli.it aural symbol (one of about a doz- en sulimitted for consideration) was ac- cepted l)v N AR rU Ho.ird at June meet- ing. Svinbol which got nod was from CBS. .\rt work for visual symbol niav be approved in time to be used with aural ideiiti(i( .itioii slioiih .ificr nist of vear. 12 ('. s. n inio ()(iol)(r ni.'>7 % 2r tWli-tSHT WRC IS THE Late afternoon radio in Washington, D.C., is WRC's cup of tea. During the 3 to 6 pm time period, weekdays, WRC averages a 28% share of audience— a 29% advantage over the second station. And within this time period, WRC's local programming sets the mood for an even greater number of listeners. From 4 to 6 pm, "Twilight Tunes" with Ed Walker averages a whopping 45% advantage over the second station! The intimate, local appeal of "Twilight Tunes" not only holds the audience for these two hours, but sells it with conviction for such sponsors as American Tobacco Company, Ben-Gay, Cities Service, Northeast Airlines, Prestone Antifreeze, RCA Victor and Valley Forge Beer. In Washington's 17-radio-station market, the large and loyal following "TwiUght Tunes" enjoys on WRC is a natural for you. Let WRC Radio speak for your product in the nation's Capital! NSI Report- Washington, D. C, Area- July 1957 WRC •980 WASHINGTON, D. C. SOLD BY InbCJ SPOT SALES U.S. RADIO October 1957 13 stations in KUBY No I sta Hon across the board In both Pulse and Hooper! July-Aug. Pulse: weekdays 15.3, Sat. 16.7 Sun. 17.3 — averages 6 i .m.- mi d ni g ht . June-July Hooper, weekdays, 7 a.m. to noon 22.0, noon-6 p.m. 24.0, all day average. Nielsen agrees with a 22,520 rating 6 a.m. to 9 p.m. KOBY operates full time . . . 10,000 watts blanket the entire bay area. Definitely the No. I buy be- cause it's San Francisco's most listened-to station. See your Petry man, today! */« KOSI sta. ' e n V e r s top-rated station all day — all weekend! Aug. -Sept. Hooper: 28.0 a.m., 29.2 p.m. share. June Pulse shows KOSI No. I independent, 6 a.m. to 6 p.m. with a 16.3 average share. All surveys prove KOSI's domi- nance . . . 5,000 watts — sells full time. Represented by Forjoe. WCVM n Greenville, Miss. No. 1 in both Hooper Cr Nielsen See: Dcvncy 0 Co., Inc. MID-AMERia BROADCASTING COMPANY Radio pioneer Frank Silveinail, manager ol station relations for B;it- ten, Barton, Durstine and Osl)orn, has been chosen by the editorial board ot u. s. radio as the first re- cipient of its monthly "Silver Mike" award. The award, a desk-size ii()|)ii\ -replica of an actual broadcast microphone, will be presented each month to honor an industry per- sonage who has made outstanding (ontriljiitions to the field of r;idi<). It is tilting thiit Frank Sih email Nhould be the first person so hon- ored. His 32-year career in radio, encompassing not only the atlver- tising but the broadcasting end of the industry as well, has made him a man of stature on both sides of the microphone. As a timebuyer for leading agencies for nearly two dec- ades, as an NliC executive before that, and through the years as an energetic officer of various industry organi/.iiions. Frank Silvernail per- sonifies radio itself to main persons in the trade. "Radio is very much a live me- dium," he said in accepting the award. "It has gone through a dial lenge ;mcl has reiioundcd in a big way. It h;is never lost its vitality — and it iie\ei will!" U. S. RADIO'S First 'Silver Mike' Goes To Frank Silvernail Frank Silvernail began his career in radio in 1925 with station \VE.\F, New York, then an experimental statical owned by the .American Tele- phone and Telegraph Company. 1 he future network and agency ex- ecutive was an entertainer then, playing guitar with a group called the South Sea Islanders, which he co-founded. In 1929, he joined the new NBC network as merchandising counsel in sales promotion. Between 1938 and 1941, he was an agency time- i)uyer, first for Pedlar-Ryan and later for Young &: Rubicam. In 1943, he joined BRDO as head timebuyer and has functioned in his present capacity as manager of station rela- tions since 1955. Currently vice president of Ra- dio Pioneers of .\merica and a past ]Mesident of its New York chapter, Frank Silvernail also serves on im- portant committees ol both the American .Association of .Advertis- ing .Agencies and the Radio and 'Felc\isioii F.xecutivcs Societv. I . s. RADIO is proud to piesont Frank Silvernail. whom all i.idio holds in deep esteem and alTection, the liisi "Sihei Mike." • • • 14 U.S. li IDIO Ottohcr 19.')7 *s. * -»,v YOUNG MAN, WHAT HAVE YOU DONE WITH MY SOAP OPERAS?" ■4 : i K^^a, 'S-T We're sorry, ma'am. You've been a faithful listener for years. But there just wasn't any room for them in our plans for the future. At American Radio we're programing for today's new audience— the on-the-go housewife who's busier than ever, and who has formed new listening habits. So out go soap operas. "What's taking their place?" you ask. Live music, that's what— and here's why: 1. Soap operas have dropped 37% in share of radio audience.* 2. 60% of today's housewives listen to music, while only 34.8% listen to soap operas.** 3. Night TV satisfies the demand for drama.*** That's why at American Radio we're programing live radio exclusively. That's why we're sold on the new live Herb Oscar Anderson Show, 10-11 every weekday. It's live, top tune music . . . live singers . . . live orchestra. It's fun radio, and it's what today's young housewife wants. *A. C. Nielsen **RAB Survey of Radio and Housew/ives, March 1957 **=>Pure logic o theJ]Kr©one is AMERICAN BROADCASTING NETWORK WANE first choice «' in cost per thousand in metropoHtan Fort Wayne! Latest Pulse shows that the avetage week-day cost per 1,000 homes in Metropohtan Fort Wayne is 35% lower than the next best station! This makes WANE first choice in cost! In Allen County alone, WANE showed a lower cost per 1,000 homes for 345 of the 360 quarter (Editor's Vo/e; The initial an- nouncement about the publication plans jor I. S. Radio had hardly been directed to the industry when the delufie befian. A flood of mail was directed to ii,s. Practically all expressed feeliufis on just tchat should and should not be covered on the editorial pafies of I. S. Radio. Some tcere very hot- ■under-the-collar letters tvith a par- ticular firipe. Others ofjered en- couragement and advice. All n^re read tvith grateful care. Com- ments were numerous and varied. A few of the more interesting ap- pear belotc, which ice print — in this issue only — anonymously.) "Let's hear honi the program di- rectors— the program brains — talk- ing about planning of musical shows, music sct|uencing, program balance, disc jockey controls and techniques, ways of using special effects. Let's get some stinuilation in program- ming." "You can't sell in volume special- izing on the vociferous phone-ring- ing teen-agers alone. Sometimes the listeners who make the most noise do the least buying. We have learned to have programs for everybody, and the older folks don't all like rock 'n roll so we have programs for them, too." . , I "Talk about the strength hours surveyed. And Fort Wayne is 27th in the nation's nighttime radio!" of C.S.I, per household. Represented by Petty. Sources: Pulse 4/57, SRDS 5/57 WANE FORT WAYNE "The Pleasant Sound In Fort Wayne" A CORINTHIAN STATION Rcsl>n„>,h,l„y ,„ BrcuhasUn^ KOTV ToU. . KC.UI TV (,.lvr,i,,n .<•.>, ■,« M..„.i..n • WANF & WANI TV Fori W.rnr • WISH 4i WISH TV InJiintpolo •Proinoiions are very good — but emphasize the consistency of adver- tising which will prove to be more beneficial to the advertiser." 'It would be good to take a look- sec into the various rating concerns to find out how cHicicni their reports are . . . also to ailajn them somehow for the smaller markets, thus making it financiallv feasible ft>r smaller sta- tions to make use ol them." "M.inx 1)1 ihc National Advertisers — in •.» out ol 10 cases — will buy the lotal news|)apcr. Whv? I wish I knew. In every single one of these 16 U.S. n \DH) Oitdher 1957 THE EDITOR cases, the radio ■"station undoubtedly has two or three times the coverage. Surely there must be a way to correct this." "u. s. RADIO should editorialize the fact that the growing trend of agencies and national advertisers to request national advertising at local rates is detrimental for all parties concerned." "Let's hear about results." "In addition to you devoting at- tention to the successes as well as the problems of radio today, we in par- ticular are interested in FM listen- ing .. . what FM listeners are like. In the field of FM listening as well as in others, we think radio's success is not being measured adequately. We have not as yet found a practical method of examining our own FM audience." "It's a fact that radio is here to stay!" "Radio is still the best mass me- dium. Saturation on local radio hits all types of audiences regardless of when they work. When you hear it on radio it's NEWS. When you read it in the paper, it's history!" "We would like u. s. radio to talk more about station program- ming and the segment of a market it reaches, and less about surveys and cost per thousand." "RAB has made a wonderful start in the need for greater awareness of national advertisers to the value of spot radio on a local basis. This will give the advertiser the greatest value per dollar invested." "Some agencies flood small opera- tions with 'so-called' news stories. Strange how often they include the spon,sor's product in the story. If the real grass roots radio system of the land is important enough for the free ride, it follows that radio is the best buy in the land to reach the good people." A housewife, that is. In Indianapolis, you'll find her listening to WISH Radio! WISH knows that the house- wife is the one who does the buying for the family. That's why WISH directs its programming to her — gives her the things she wants to hear. Lively musical shows . . . fine CBS daytime dramas . . . presentations keyed to an adult buying audience. And that's why advertisers find WISH their best buy in the rich Indianapolis market! Represented by Boiling. , PPSH MdiInapolis MiJL jA iv. A CORINTHIAN STATION Responsibility in Broadcasting KOTV Tulsa • KGUL TV Galveston, serving Housion • WANE & WANE TV Fore Wayne . WISH & WISHTV Indianapolis U.S. RADIO October 1957 17 "1 he world rolls along on basis of 'the radio said . . . ' " "Keep pounding on success stories, station personality, promotional alertness . . . all the indices of radio effectiveness uhidi arc apart ironi mere ratings." "Radio most surely deserves some specialized attention. It is not a step- ( hild todav." "The national advertiser and his agency should take a better look at the results being achieved by local advertisers and agencies who place their advertising in other than the 'driving times' of 6-9 a.m. and 4-7 p.m. Local advertisers everywhere, knowing their own local market bet- ter and knowing the listening habits of people in their own community, achieve good results at other times." "The trend is obvious, we believe, that the regional and national adver- tisers are getting better results from buying a handful of small stations lor sjjot campaigns than when they buy the networks. The reason for this is that although networks can provide better programs, the masses of people will cling to their local stations, with local news, local names, and local special events. Thus, to reach more ]ieo])le per dol- lar spent, the regional and national advertisers are moving in tiic dirtc tion of the smaller stations with their cluster of loyal lislcnerN." "Tell llicm about ladio's general local flavor that cannot be ecpialled bv an\ mediiMii. Radio's low cost." "Just tell them to forget the ratings and sell the sponsor on re- sults." 18 how Americai Does Outdoor Advertising fit into your media strategy? Then budget ample funds for Spot Radio, America's No. 1 Outdoor Advertising medium today. As an agency executive recently put it: "Radio today is not only the biggest outdoor medium, but the new outdoor poster." Coppertone, Good Humor, General Motors Acceptance Cor poration and major oil companies are among scores of advertisers setting new sales records by reaching outdoor America through spot- saturation in the new leading outdoor medium — RADIO. 37.000,000 CAR RADIOS keep motorists in touch with local nc^ws and local weather — and with the sales messapes of ad\er- tisers usinR local radio, another name for Spot Radio, top outdoor sc>llinp force. OVER 20 MILLION PORTABLES purchased since 194.'> enable outdoor America to make Radio part of any outing on beach, at park or in today's millions of pleasure-craft on the water. I'.s. n \nn) • oiiobcr H»:>: lo:I OuMoor Advertising Medium CWING GALLOWAY 3Y SPECIAL ATTENTION to tastes and needs of outdoor America, alert Spot Radio programming lominates out-of-home listening. As illustrated above left, many stations send mobile request wagons to oick up listener-requests at beaches and parks. Above, typical beach-scene at Atlantic City where— as it most beaches — portable radios keep advertisers in contact with outdoor crowds. £WINQ GALLOWAY SIX MILLION PLEASURE CRAFT make boating America's top family-participation sport, and provide advertisers with an outdoor audience of millions reached only by Radio. For a day on the water, the portable radio is essential as lunch-basket or fishing gear. To and from the water, much travel is on highways where no poster can be seen. But the car radio enables driver and passengers to read the Spot Radio message "loud and clear" night or day. In-home or out-of-home, America has Radio always at hand. These major-market stations have standout records for sales to the gigantic audience, both in and out of home, that listens to America's lJt2,000,000 radio sets. New York WABC Chicago WLS Philadelphia WFIL Detroit WXYZ Boston WHDH San Francisco KGO Pittsburgh WWSW St. Louis KXOK Washington WWDC Baltimore WFBR Dallas-Ft. Worth KLIF-KFJZ Minneapoiis-St. Paul WDGY Providence WPRO Seattle KING Houston KILT Cincinnati WCPO Kansas City WHB Miami WQAM New Orleans WDSU Portland, Ore KGW Louisville WKLO Indianapolis WIBC Columbus WBNS San Antonio KTSA Tampa WFLA Albany-Schenectady-Troy WTRY Memphis WMC Phoenix KOY Omaha WOW Jacksonville WJAX Knoxvllle WNOX Wheeling WWVA Nashville WSM Binghamton WNBF Fresno KFRE Wichita KFH Tulsa KRMG Orlando WDBO Savannah WSAV Wichita Falls-Amarillo...KWFTKLYN Bismarck KFYR Represented by JOHN BLAIR t COMPANY U.S. RADIO October 1957 19 ¥fhat a "Business" "^HitT^i 4 Sf5f 1 card! So, nighttime radio's dead, is it? Just take a look at the 94 national, regional and local advertisers who say "it ain't so!" They're convinced that WBC's ''Program PM" can, and does, sell like crazy! We'll admit that lots of people watch TV, but so do lots of people listen to nighttime radio . . . especially when it's "Program PM". To get their ear, to prove that No Selling Campaign is Complete Without the WBC Stations, put ''Program PM" to work for your product. Call A. W. "Bink" Dannenbaum, Jr., WBC VP-Sales, at MUrray Hill 7-0808 in New York, or your PGW Colonel. ^^'^ • BAST nf^^^"^' M£t^j Oas Tl^ES '^''' '^^NCH .T::'J'^ Sales sro/?f 5 MOTO ^^^ATRE . ,. ANDle, ^yiER '^Onr, CO., (LINO, I-^Um AD J, ^ C s ^ ,'' * Floq^ TILE) ^BST ^- FIELDS * ORavel MEN'S ^f^ONi ^^^ATRe ^TOr^, '^ ^f-or. cl''' ''OTo!''' '^^^'o. ^'CTUR KSIDE (Mot, ■ JAY'S ION fVVo/ ' ^orft'.t!^' '^^K . Phillips Giant TIGER iVNf ^fPr. . -' • s & , .!!f^^f5Nf iRDS) ^'GHT '■'■ ^yON ■^-::^^ PlCruR^- ^^OMEN's ,Z'."' (BOo,r' ^MKE^l'^OD oiZt/ ''^^NE-r^'"' '^C 5'"0R£ . CO. ^/Mf to£P7- -^^->S?s5?-'fll -W/:.-^.^S:f>S;'5!--?'; "'^^^ »-^. ;s/'"-« : ::; <:: <;t-^- co"? c.:,-- c^' . 3?G -HIT para ''"onal :z!.''^^^rs . DE (MOTi ION TRI. '°'*^ C,r,^' ^'^^f PRO. ' ^Mner '''^^roNE WESTINGHOUSE BROADCASTING COMPANY, INC. RADIO BOSTON WBZ + WBZA PITTSBURGH, KDKA CLEVELAND, KYW FORT WAYNE, WOWO CHICAGO, WIND PORTLAND, KEX TELEVISION BOSTON. WBZ-TV BALTIMORE. WJZTV PITTSBURGH, KOKA-TV CLEVELAND, KYW-TV SAN FRANCISCO. KPIX WIND reptesented by AM Radio Sales WJZTV represented by Blair-TV KPIX represented by The Katz Agency, Inc. All other WBC stations represented by Peters, Griffin, Woodward. Inc. MURRAY HILL 7-0808. NEV* YORK •^ y(U)(iuiu| ouhdh ESPECIALLY IN PHILADELPHIA ON WIP Where National sales are up 94% and Local sales are 43% ahead of five years ago! Nationally represented by EDWARD RETRY &. CO., INC. U. S. RADIO • OCTOBER 1957 4- - — ^ Radio-Active The Upshot of The Upsurge Any medium important to the people is corresponding- ly indispensable to the ad- vertiser. That's radio's axiom. That simple corollary is what is turning radio into a billion dollar business. A positive re-evaluation of radio's service to the public has given even more vitality to the medium. New concepts of listener patterns have proved that radio is the inseparable companion of the American people. The multiple attention factor has been a key. The fact that radio sets are everywhere and that no longer does the entire family huddle around one set in the living room as in the days of "The Fireside Chat" has proved of prime importance to the advertiser. Listening is in the living room, kitchen, bedroom, den, gar- age. Listening is also in the auto- mobile, at beaches, ball games, in stores and restaTirants, in the den- tist's office and at work. Just how much does the public like radio? Radio sets are outselling tv sets 21/2 to 1. Radio set sales in 1957 are already 10.2% ahead of 1956. What better proof that radio is filling a public need and want than the 140,000,000 sets in use. (See David Leads Goliath, p. 25.) More than 3,100 AM stations are now on the air. More than 500 FM stations are now on the air. To help U.S. RADIO October 1957 23 • Radio sets are outselling TV sets 2V2 to 1 • Radio set sales in 7957 are already 10.2% ahead of 1956 sales . . . satisfy the pulilir's need and want for radio, there are 1 18 AM and 30 FM stations under construction and applications are pendini^ for 310 more AM and 37 FM stations. Advertisers are being re-oriented and re-educated to the new patterns of radio. The advertising agencies are re-schooling their executives to radio's power as a sales nicdiinii. Separate and Distinct Medium Radio stands as a separate and dis- tinct nietiium in the budget plans of such big sponsors as PcjiMulent, Tet- ley Tea, Sleep-Eze, Ex-Lax, Beech- Nut, North .American Phillips and T\\'.\, among many others. The word "upsurge" refers to ra- GROSS LOCAL BILLINGS 1957 Est. $372,000,000 1956 $352,000,000 (lio as constanih these days as "stu- pendous" served the movies and "spectacular" served tv program- ming. More than half of the nation's top advertisers are now radio sponsors as major industries put in more and (Cont'd on p. 38) 24 U.S. RADIO October 1957 David Leads Goliath «*r. The tiny transistor has surged to the forefront f of the giant radio manufacturing industry. With transistors topping shopp^i^ ti^ts, nearly 30 million radios have been sold in the last two years — an all-time record. The biggest thing in the electronics industry today is an object ". . . about the size of a kernel of corn" or ". . . smaller than a pea." This mighty smidgeon, which has exploded in the midst of the elec- tronics field like a miniature H- bomb, is of course the much-talked- about transistor. Its impact on the radio set manufacturing indus- try, and by extension on the entire field of radio broadcasting, has been truly phenomenal. Transistor radios are being snap- ped up by a clamorous public faster than production lines can turn them out. One manufacturer, Zenith, has hundreds of back orders stacked up, sales manager John Andrus says. Other manufacturers leport a similarly pleasant state of affairs. In 1956 a total of 702,000 transistor sets were sold, according to the authoritative Electronics Industries Association. In the first seven months of 1957, 1,289,400 transistor radios were sold — and the biggest selling months, preceding the gift season, are yet to come. The tiny, powerful, attractively styled radios have caught the pub- lic fancy like no comparable prod- uct in a long time. In 1956, accord- ing to EI A, 18% of all radios bought were transistors. Thus far in 1957 the figure has shot up to 37%. The gold-rush aspect of the tran- sistor story is only part of the whole radio set sales picture. The set manufacturers never had it so good. The story, in fact, is making na- tional headlines even in the daily papers. The Associated Press re- ported recently: "Nearly 30,000,000 radio receivers have been sold in the past two years, twice the number of television sets sold." The inferences are obvious. More sets being sold— more sets in use- more listeners — more sales opportu- nities for radio advertisers. Design Engineers Set Pace In their valiant effort to keep up with the demand for sets, the radio manufacturers are tooling produc- tion lines for maximuin output, and design engineers are working at full throttle on new models and new styling. Virtually every day one manufacturer or another hits the market with a new radio set. The design engineers, their imag- ination given free rein, are meeting the challenge with stunningly hand- some cabinets and with radios in every conceivable form and combi- nation. The transistor radio, however, is the glamor boy of the industry and appears likely to remain so. To say that it's the cat's whiskers would be accurate in more ways than one. Readers past 30 will recall the crystal-set radio of the Twenties, with its "cat's whisker" crystal de- tector and earphones. The cat's whisker of that era was a simple device for converting an alternating ciurent into a direct current. (The crystal detector was a mechanism used as early as the 1900's for detect- ing radio signals.) The first transistor, announced by Bell Laboratories in 1948, went it one better: it had two "cat's whisk- ers," or wire contacts to the crystal, instead of one. The transistor it- self, as used in today's pocket size radio sets, consists simply of a small crystal of germanium metal im- bedded in a plastic shell. This shell — the size of a pea or a kernel of corn — and what it contains is an effective substitute for an eight-inch vaciumi tube. Fortunately only the tiniest bit of oermanium is needed to make a o transistor. The cost of pure ger- manium is roughly that of an equal amount of raw gold. This is due to the complexity of the refining proc- ess — germanium, a basic element once considered worthless, is puri- fied for transistor production until there is no more than one foreign atom to each 100 million german- ium atoms. This is crystalized and sliced into small pellets or wafers. U.S. RADIO • October 1957 25 TRANSISTOR SET SALES 1956 702,000 18% of total set sales 1957 1,289,400 37% of total set sales Ticklish Assembling Job Finally, the liiiy traiisislor parts must l)c' assembled— an arduous proc- ess in uliidi many of the operations are done by hand. This jiart of the job is so liclicate that in some plants the girls who assemble transistors take a break every 20 minutes. For this reason labor costs are high. One firm making transistors budgets labor at about 35% of total costs. Labor is one of the factors that has kept the retail cost of transistor sets from sinking more rapidly. When the first transistors were in- troduced most prices ranged in the .'>44-$59 area. Normal competition, however, has already puslied prices down to about 525 for the simplest models, with fancier sets contain- ing up to seven transistors retail- ing for up to $90. It's a rea.sonable assumption that the retail price of transistor radios will be dipping steadily as electronic engineers lotus their energies on new processes and new materials. Cicneral Klc(tri(, for example, is ex- pcrinicriling with silicon (arbidc as p potential substitute for germanium in transistor crystals. Engineers at RC-A, whidi has been in the lore- front of transistor research, have l)uilt and tlemonstrated more than 30 types of experimental transistor- ized devices since 1952. No one can say with any certainty what transistor sets are likely to cost in the future, because material and labor costs presumably will remain fairly high. But some industry ob- servers believe that a simple tran- sistor set w'ithout any fancy styling may eventually retail for as little as $12 or $15. At the other end of the scale are the special-purpose sets. Magnavox, for example, recently anounced a pocket-size transistor with a short- wave band capable of picking up transatlantic broadcasts. It will j>iohably retail for about SHO. Zenith plans to market in early December, in time for the Christmas trade, an eight-band transistor with short- wave. This set will sell for about §250 but it won't fit into your pocket, iniless you have awfully big pockets — it weighs al)out 10 pounds. Oufmodes Plug-Ins One transistor manufacturer fore- sees the day, not too far off, when the plug-in home radio will be a nui- seum piece, supplanted entirely by small, compact pocket transistors. There's sound reasoning behind this crystal balling: "First," he says, "look at the cost factor. .A transistor radio with a cadmium-ni(kel plated battery is good for some 10,000 hours — that figures out to more than lltj days of conslatit use, or years and years of ordinary use. And then it's re- chargeable. "A long-life dry cell, of a common type that costs $1.50, will power a transistor radio for 400 or 500 hours of constant use." More significant, in the view of this manufacturer, is the fact that the transistor has enabled the radio set ". . . to break out of jail. The big, bulky cabinet of yesterday was a prison, and the electric cord tying the set down to an outlet was a ball and chain." "A housewife can put a transistor set on the end of the ironing board while she does the shirts. She can take it into the kitchen with her, or down into the laundry room." He delicately omitted to mention that, in a wide-awake household sup- plied with several handy, low-jiriced transistors, the folks would be spared even the minimal effort of carrying a one-poimd radio from one room to another. They'd be all over the place, like ash trays. "Dick Tracy" Type Coming The transistor radio's possibili- ties seem endless. Stand clear of the stampede toward store c o u n t e r s when the "Dick Tracy"-type wrist- watch radio hits the market. It's now pre-empted by the .\rmy Signal Corps, but eventually will be re- leased for the consumer market. Then there are automobile transis- tors— enjoy them while you're driv- ing, take them out of the car and along with you when yon get there. One enterprising manufacturer of ladies' handbags has built a transis- tor right into his product. The transistor radio, to put it briefly, is a child of its time. .Amer- ica is on the move and so is radio. The transistor makes "inseparable companion" more than just a glib phrase. Radio today is (with a bow to Nucoa) tridy u b i cj u i t o u s, and thanks to the transistor set it's get- ting more so every minute, it's enough to make a radio manufac- turer— or a radio advertiser — a little giddv. • • • 26 U.S. RADIO October 1957 qmn •♦ Beech-Nut Talking More Radio "...While the Flavor Lasts ## Beech-Nut Life Savers, Inc., tor its chewing gum brands, decided in November, 1956, to pour $1,100,000 into 10 second dramatized comedy spots. The ra- dio allocation was out of a total advertising budget of 1 1,500,000 for the year. As a tribute from the radio indus- try, Beech-Nut garnered a coveted Gold Record "Award for Effective Radio Commercials" from Radio Advertising Bureau this month. Just how effective are these com- mercials in sales results? Both the advertiser and its agency, Young & Rubicam, Inc., where Vice President Alexander Kroll suj^ervises the ac- count, says it is too early to be spe- cific. "But," says William F. Geeslin, agency account executive, "what greater testimony can you have to our confidence in the campaign than to say we are accelerating our ex- penditures. Radio's working for us, so we're going to ride it harder." Although always associated in the minds of consimiers as a quality product, Beech-Nut Gum was losing out. The product had suffered from a previous lack of consistency in ad- vertising. It was on the down-grade sales-wise. Competitors had bigger budgets and had curried considerable con- sumer favor. The problem was to get the trend reversed as quickly as possible within relative budget limitations. U.S. RADIO • October 1957 27 While the Flavor Lasts < ^ Beech-Nut Gum presents Great Moments in History For instance, this original, uncut, uncen* sored balcony scene from Romeo and Juliet. Listen and learn as more of Beech-Nut's current radio campaign comes your way. JULIET: Homeol Romeo! Wherefore art thou. Fiomeo? ROMCO: I'm not talking while the fla- vor lasta. JULIET: Wliat are you chewing? ROMEO: Beech-Nut Gum. JULIET; But love can't wait that long! Beech-Nut Gxim presents Great Moments in History CoJomb»» •« ftj'!" f^rv of tlit reaily grvat !• • KiAi. Youll Sear J fuUow nur curteDt SAILOR: Ufv. tVtiuiijtHbi ... Me i-Jlt't ium bnrk withoul nn unW fruni >*nu. C^luMBUS I'm nut lalkiiif; wlidr flavor ;.'-vl . SAIIOR: U'.:>l ar«><>u Hu^ili COlUMtUS; {'....-/^h-Nul Cuoi. SAIlOll:VVccmiUI>>-..'.: 'lalQn):■.o^J|.■r Tuned to commercials, these special gift packages of gum are sent by Beech-Nut to stations. You want to stop, Custer? We're two days to Indian country ! I'm not talking while the flavor lasts. What are you chewing? Beech-Nut Gum. Somebody might get hurt by then ! Heerli-Nut and Younj; )i: Riil)i(.im derided to look for an oppoi limitv loj^et doiiiiiiaiue in a nicdium whi-re the coiiipt'liiion \\as not already all powerful. The answer was radio. .Among (|iieNlions that arose was frecjuenty. Should they tn for broad- er frequency with 10 second spots or get across a harder sell in 20 seconds or one nnnute with less saturaliour They decided on 10 seconds. "Let's face it," bluntly asks .Mr. Cieeslin, "where else could we buy su( h fretjucncN ;ind domiuaiKe wilh a 10 second message with wh;it we had to spend?" Now in the loj) tiO in.iikets wilh real fre(|uency — beltei than 100 spots ;i week in some m.irkets — lieech-Nut IS keeping the same theme. Thev arc tr\iug 'JO second and one minute spots in New \()rk. Cihi. Ralph E. Hartman, Jr. N. W. Aycr & Son (iongiatul.itioiis on \oui \iiuiire. Ihere's un(liiul)li dlv a luid for an .dliadio book. Tim Elliott WCUE, Akron, Ohio I X / "■—«». ViVi km ~-inny*r(^Mi»iiwi(>yV~ Congratulations on the biith of u. s. radio. My sincerest wishes for its resounding success! Let's hope that its growth will parallel the resurgent growth of radio itself! Walter Henry Nelson Reach, McClinton & Co. Congratulations on f. s. radio. We are looking forward with enthusiasm to die first issue. Edwin K. Wheeler WWJ. Detroit, Mich. I've just heard of your plans to begin publication of u. s. RADIO in October. Please accept my congratulations and best wishes in this venture. A magazine devoted exclusively to radio should meet with tremendous acceptance all over the nation. We're looking forward to seeing the first issue. Ned Burgess WBT, Charlotte, N. C. This letter is written to you, as publisher of the new u. s. R.ADio magazine, to express the good wishes of all of us at Grey to you on this new venture. Certainly, the vitality that the radio industry has shown, despite predictions from all quarters to the contrary (and in spite of rather difficult environment), deserves due recog- nition you are giving it with this new publication. E. L. Deckinger, Grey Advertising Agency Was delighted to see the release concerning your new maga- zine, U. S. RADIO. Needless to say, I agree with your sentiments on radio 100%. Best wishes on your undertaking. Janet Byers KYW, Cleveland, Ohio With die wonderful resurgence of radio today, I am sure that your new publication will be most timely, and fill a very important niche in the promotion of radio as an advertising medium. My best wishes for the fullest measure of success. Waiter J. Rothschild Lee Broadcasting, Inc. "Congratulations upon your cour- age in launching of u. s. radio. "In concentrating on the story of Radio today, you have selected a \ital medium which has served America for nearly three decades." John C. Doerfer Chairman Federal Communicafions Commission "My best wishes and those of NARTB to u. s. RADIO. Our industry is a dynamic and growing one, as is the press which chronicles our achie\ements. I wish all good luck to u. s. RADIO in its job of reporting ihe exciting story of this wonderfid medium." Harold E. Fellows President National Association of Radio and Television Broadcasters "h is lull iKognitiou. indeed, of net- work radio's toniebaik during tlie past year that a new publitalion, devoted exilusively to the pioneering broadcast- ing niediuni, will soon be with us. We at NBC look expectantly to the first issue of V. s. RADIO and wish you many successful anniversaries to come in your new venture." Robert W. Sarnoff President National Broadcasting Company "I he launching of v. s. radio is a most significant event. It comes at a time when die prospect for the future of the industry was never brighter. ABN, which is also launching a project — many new 'live' musical programs — extends to u. s. radio its best wishes for a successful future in its exclusive coverage of the radio medium." Robert E. Eastman President American Broadcasting Network "I am happy to join in welcoming a new publication dedicated solely to the field of radio broadcasting. Radio has proved it occupies a real niche in the -American way of life. f. s. radio we know will provide what we in radio are always needing — a publication devoted to reporting, in full detail, the impact of radio on .Xmcritan life." Paul Roberts President Mutual Broadcasting System ".•\s you proi)ably know, the activities of John Blair &: Company are devoted exclusively to Spot Radio. So naturally we approve the announced objective of devoting your new magazine exclusively to the radio field. To f. s. radio, our sincere wisiies for a full measure of sue cess." John Blair President John Blair & Co. "I he launching of i. s. radio should l)e welcomed as a solid tribute to our ama/ing radio broadcast industry. May you realize fully the tremendous oppor- tunity that is yours to chronicle the relentless advancement of our dvnamic medium." John F. Meagher Vice President For Radio National Association of Radio and Television Broadcasters " 1 Ik (our.ige shown by you in pub- lishing a magazine devoted exclusively lo Radio, one of the greatest mediums of communications we have ever known. is highly commendable. "Please accept on behalf of myself and every member firm of SR.\ sincere best wishes for outstanding success." Larry Webb Managing Director Station Representatives Association, Inc. "R.ulio IS a incdiuin wall main \alues which (an be employed lo .idvaiilage in .id\eriising siraicgics. However, the opp')rtuiiiiics aviiilable can be missed unless radio is used with great care, be cause it is different from the structure in the pretelevision era." Arthur S. Pordoll Modin Group Dircclir Foote, Cone & Belding "It is a pleasure to add our sincere wishes for success to you in your new- venture. If the statc-d purpose and scope of V. s. radio are realized, we are con- fident a real service to the radio in dustry will have been rendered. Please accept our heartiest encouragement." "Radio or 'Wireless' is a fascinating business — John J. Tormey Director of Radio Sales Avery-Knodel, Inc. "Publishing a m.ig.izine de\(ited ex- clusively to radio cannot fail lo bc' fascinating. "It is high time someone saw tlie light and is doing something for this industry. "Congratulations and lo.ids of luck Willi f. s. radio" Robert H. Boiling The Bvi.linq Company. Inc. "It gives me great pleasure to con- gratulate you on the birth of U.S. RADIO. The radio induslnt has long lucdccl .1 public ilion devoted to its inuicsis and championing its causes. .\ncl vour timing could not be more auspicious, coinciding as it does with r.idios great resurgence. I predict a great future for both!" Frank M. Headley Preside" H-R RepresenTafives. inc. "Rcg.irding f.s. radio. I know- that it will be a great success and I wish for vou all of tile best. Let mc congratulate Mill on a fine- new- ide,i." R. W. Rounsavilie Rounsaville Radio Stations 540 KC 5000 WATTS FIRST in NewvS: FIRST in Coverage. FIRST on the Rial.. FIRST in Americans FASTEST GROWING MARKET RADIO Kepresettted by RETRY Wrather-Alvarez Broadcasting Inc. AN U /EGO RadloActive 1957 (cont'd) more of their nionev ulicic Aincri- ca's loyal ear is. Network olhcials now say that earlier csliniaies ol an ex]jerted 0"^, increase over last year were luulei- stated. Projcdion of fnst-cjiiartei total", ol amioiiiued network bill- ings indie. itc a ^riatci increase. It is assuied that there will l)e at least a 15",, increase in spot radio sales. Larry Wcblj, Station Repic- sentatives Association nianat^ini; di- rector, says: "Wilhoni any c|iiestion, national spot radio is ruinnng far ahead of any other median in its per- centage cjf increase over previous periods. Advertisers and their agen- cies, as well as station management and their representative firms, arc due a tremendous amoimt of credit lor having foinul new ways to use one of the most versatile and powcr- liil sales weapons ol all achcrtising media." Radio Achcriising Bureau, iiuan WFAA-820* IS THE "MOST \^ LISTEXED-TO" STATION IN THE ENTIRE STATE OF TEXAS! . . . And with some 217 radio stations in Te.xas, that #1 ranking takes on an even greater importance to advertisers. Adjacent Dallas and Tarrant counties comprise the nation's 12th ranking metropolitan market (in terms of retail sales). AM to this WFAA's i)oi)ularity throughout all North Texas and broad areas of Louisiana. Arkansas, Oklahoma, and you've got the BIGGEST single buy to ever come along. Why not get the complete Nielsen story (as well as market facts and figures) from your PETRYMAN right away? * thartt limi with WIAP A dear (hannri ttrvUt 9f thr Dallat Meining NfWl. Idwafd Ptirr I C« Nalienal Krpitiflallvtt while, estimates a 6"^, gain in gross local billings lor 1957 with .S'^72,- ()()(),0()() estimated against the 1950 figme of S.852,()()0,00(). I he gains in netwoik, spot and local business assure radio of its big- gest vcar ever. Nighttime Radio A big lacioi in iadio\ immediate lutme hangs on a growing awareness 1)\ advertisers ol nighttime ladio. As business overllows the "tralftc" houis, more and more pcjtential sponsors investigate the nighttime audience. Industry statistics reveal an average nighttime audience that equals the circulation of Life Maga- zine. Advertisers are finding out that thev can reach almost as big an au- dience as daytime at lower rates. There is more family listening and more men in the audience with lei- sure listening lime. Advertisers are also re-discovering the 9 a.m.-l:.^() p.m. audience which offers a steady, laithlul adidt listen- crship consisting mosih ol house- \\i\cs. Willi the rise in agency and acher- liser interest, major advertisers con- tinue to gravitate toward radio spon- sorship. Many ol the big-money ad- vertisers have rejoined the medium this year on all Ironis. Neiwoiks are boasting of big sales such as Cli.S's "Ford Road .Show" and Procter &: Gandjle's return to ra- dio \ i.i XHC; after a two-vear hiatus Irom major buying in the medium. Muiual has (ieneral Foods' )cll-() and Kialt Foods in on news exien- siveh. AB\ has added new adver- tisers such as Doan's pills, Charles Pfi/er, and the .Sandura Clompariy. New sales methods and new ])ro- gramming methods are credited with these results. (See Reports from Set- work, p. 5(5.) A Public Trust Ihe listening public. howe\er. d.Ks not know or care nuic h about wlutlier the connnercial that brings I he prograimnii.g they enjoy is local. spot or network. 1 he public does not cue that r.iclio is becoming a billion dollar i)Usincss. Ihe public IS ()id\ inteiesic'd th.it .< tlick oi the cli.tl will pioxide the kind ol cnter- i.iinment it wants. National surveNs continuallv uii- (Cont'd on p. 40) S8 U.S. niDio Oitolxr nV")7 h \ Matteribf Reach when you want tf^core in the St/Louis market. KMOX Radioip^nes farther, penetrates deeper than cig^ other station in the Mid-Mississippi Valley. "iKe Voice of St. Louis" builds its massive cumulative audience with strong diversified features v.. . feat|ires never relegated to the role of u. Background accompaniment. Cardinal baseball, ege football/ college and professional basketball, local personality features, comprehensive news coverage, and award-winning public service features PLUS the CBS Network line-up command attentive listening for both program content and commercial messages. Through diversified programming, KMOX reaches more homes daily than any oth^ two St. Louis stations combined . » . 84.4% of tip radio homes in the area in just one week.* Wlpln. you're looking for scoring power in St. LcMfis, send in the first team . . . KMOX. Pulse Cumulative Unduplicated Audience Study, November, 1956 CBS Radio 'Represented by CBS Radio Spot Sales i RADIO THE VOICE OF ST. LOUIS Radio-Aciive 1957 (cont'd.) deiline the public's tremendous con- fidcme in radio. When asked where they would turn to learn innnediately the true facts in case of an impend- ing enemy attack, the answer is al- ways overwhelmingly "to radio." Radio broadcasters have spent countless sums of their own nionev to safeguard this public trust thiough the implementation of CIOXELR.M). Should a direct national war emer- gency arise, radio, and only radio will be the only functioning medium to disseminate olhcial governmental dispatches to the people. For both the public and the in- dustrv which serves it, the real hey- day of radio is only beginning. Broadcasters themselves may be the most ama/cd when the full re- sults arc tallied for this year. The upshot ol the upsmgc is that it's a Radio-Ac ti\e 1957! • • • WDIA UP 18.7% OVER LAST JULY! A Message From John Pepper and Bert Ferguson, Owners of Radio Station WDIA, Memphis Mr. I'cpper: Ye?, business continues to get better at WDIA. only .50.000 watt station in the Memphis area! Just listen to this — Mr. Ferguson : We've had an 8% increase in business in the last six months, over the same period last year. A growing 11.1% in the last three months. A big, fat 18.7% increase this July over July. '56! And — '56 was the best year in WDIA history. Mr. Pepper: I|> a fab- ulous success story, and it all adds up to this: Programming exclusive- ly to the .Negro, \^ DIA combines power, coverage and loyally as no other medium can ... to dominate c(»nimerciai contact with the 1,237.686 Negroes within its radius. Mr. FcrKii^oii: That's over 40% of the Memphis market . . . nearly one-lenth of the country's total Negro population! And it's a loyal, sales responsive audience **" " -3^fc^ t . . . tli;it first listens *<^|[^' lu W 1)1 \. thrn hiivs! ^ And wlirn it iiii>>. it spends an overwhelm- ing 80% of its annual 616 million dollar earnings on consumer goods! Mr. Pepper: Take it from scores of local and national advertisers . . . W DIA — and W DI.\ only — sells the Memphis Negro market. WDIA creates high vol- ume sales and profits for over 127 adver- tisers, more than any other radio station in Memphis. ±. Mr. Ferguson: The facts and figures speak for themselves. WDI.A sells the Memphis Negro as no other medium can. Let us prove WDIA can act as a high-powered sales force for you! Mr. Pepper: Get your share of this high vol- ume market. Write us ^__^- today . . . We'll show 37^ "^' you hdw WDI.A can deliver the Memphi- Negro market lr» you . . . as a unit! WDIA it repretenfed nationally by John E. Pearson Company Commercial Manager, Harold F. Walker MEET HEAD A NEED THAT EXISTS RADIO FIELD TODAY * U.S. HADMO for the buyers and sellers of radio advertising An incdispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 V/RITE CIRCULATION DfPAPTMENT U.S. nAiPi00 50 WEST 57th STREET NEW YORK 22, NEW YORK 10 U.S. n inio Oiiobcr 1937 ii Our greatest challenge . . . the development of men Ralph Cordiner, President, General Electric Company ?? "Few expenditures we can make are more important than those for education. A well- educated person produces more and consumes more, makes wiser decisions at the polls, mounts a stronger defense against aggression, and is better able to perform the grave re- sponsibilities of American citizenship. "Freedom needs educated people. So do busi- ness and industry. I earnestly ask you to support the college or university of your choice in its planning for expansion and a stronger faculty. The returns will be greater than you think." If you want more information on the problems faced by higher education, write to: Council For Financial Aid To Education, Inc., 6 E. 45th Street, New York 17, New York - HIGHER EDUCATION KEEP IT BRIGHT Sponsored as a public service, in cooperation with the Council for Financial Aid to Education U.S. RADIO • October 1957 41 Enter Chicago's charmed circle for sales . . .WGN- radio You're in good company when you join the nation's smartest time-buyers who confidently select WGN to sell millions of dollars worth of goods for top-drawer clients. Consistent high program quality, at the lowest cost, makes WGN a good buy— your smartest buy today in Chicagoland! 42 U.S. RADIO • ()(tol)ci 1<»57 hometown USA ^''' Local Promotion • Radio Registers >^' LOS ANGELES City Council- woman Rosalind Wyman presents commendation to KLAC president M. W. Hall, whose station has raised more than $250,000 for charity during the past six years. Local Promotion: Civics or Gi Plenty of Ingenuity, Ideas And Follow-through, U.S. RADIO Survey Shows KXOK's MONKEY and organ grinder pass out souvenir records to passer-by on St. Louis street. Station promotion managers — whether they prefer civics or gimmicks — are mirroring the vitality and ingenuity ot local radiotoday. And in local radio today, both methods are getting results. Radio stations, ^vhich have long enjoyed a prime position in commu- nity affairs, are combining their pro- motions more and more with civic projects and community relations programs, according to a u. s. radio survey. "A large staff antl a king- sized budget are not necessarily required to huuuh and maintain a vear-around station promotion cam- paign," IDave Partridge, Broadcast- ers' Promotion Association president and Westinghouse Broadcasting Co. sales promotion manager points out. "Ingenuity, ideas and follow-through are more important." Special broadcasts of home-town events, regularly scheduled civic forums, and major public service campaigns are typical promotion methods. WJR spoke out recently in full-page Detroit newspaper ads: "It is annoying to many talented and conscientious people in radioi U.S. RADIO • October 1957 43; Local Promotion 'EDWARD R. BURRO" carries listening hints on his back for WEKZ, Monroe, Wise, publicity. HEAT WAVE contest winner, Mrs. Hubert Croy, receives check for $102 from John Trotter of KAKC, Tulsa. She outguessed 5,000 others on time and date mercury would reach 102 degrees. broadcasting to read these days thai disc jockeys and attention-getting gimmicks have taken over radio." Many stations agree. Among the trends revealed by f. s. r.vdkj's couii- try-uide (heck was a pattern of local jjronioiion tied in with (i\i( better- MKIU. Accent on Youth There is an accent on youth in small as well as big towns, for the yoimgster of today who buys the rec- ords is also the adult ol tomorrow who elects the legislators. KCiHF, Pueblo, Colo., turns over the entire station to students on "High School Radio Day." The boys and girls sell, write, announce, engineer, and man- age the station. The KCKN, Kansas City, Kan., "Youth Speaks" jjrogram is one of many forums around the (oimtry where high school studeius discuss teen-age problems. KHEN", Henryetta, Okla., brings local young- " ,«t«. ana ccnsocnuous ^P>' '" ,,, ,,«..p.uou. of WJR» 'f""*^ "^ „ wcW as «« ""^' '^ , ,„^ of peopl« " c-"* r-"-- '""'■■; TVO.»A^ICE - Providence, R. I. Nfltianal RepreMnUtives The John E. Pearson Co. U.S. RADIO October 1957 45 Lucky Strike buying progrciiii the sound difference in nighttime radio L«l Program PM make a tound differencs in your solet. Coll AW Donnenbaum Jr.,WBC-VP for Salet ol MU 7-0808. WESTINGHOUSE BROADCASTING COMPANY, INC. radio i Appliance Store Manly's, local B. F. Goodrich store, used R.O.S. schedule of 25 announcements per day for nine days over KMHT, Marshall, Texas. Purpose to overcome general tv sales slump. Copy all ad lib with ex- ception of taped jingle intros. Total campaign cost $375 — half the cost of previous newspaper campaigns. Result: Radio moved 58,600 worth of tv sets. Manly's immediately contracted for another similar campaign on KMHT built around New Year's party theme. Drive-ln Theater I Boulevard Drive-In Theater decided on three-day campaign over KCKN, Kansas City, Kansas. Tag line one night to regular spot announcing names of current movies was that any driver would be ad- mitted free that night who said he "heard it on KCKN." Result: 233 automobiles responded to the commercials. Boulevard Drive-In now regular advertiser on KCKN. Drive-In Restaurant Wil-Mar Drive-In Barbecue ran package of 45 spots in one week offering special on sandwiches over WEGO, Concord, N. C. Although thought to be equipped to handle large volume, Wil-Mar reported "completely and hopelessly swamped" with customers. Final result : Business up 200\- during week. Same package ran following week over WEGO. Tremendous success repeated. Wil-Mar now regular advertiser on weekly basis. I Grocery Store I Stroud's Grocery bought three spoLs en afternco.i Robins Nest show over KGOS, Torrington, Wyoming. Had 480 bushels of peaches to sell. Stroud's is off main highway with very little walk-in trade. KGOS ran only two spots before Stroud's called to ask that last announcement be cancelled. Entire stock had been sold in 2 hours and 15 minutes. Stroud's had been using newspaper advertising with little success. Now is regular advertiser on KGOS, and business is on increase. 46 U.S. n lUK) Odolxl l'.l,">7 Omaha's Number 1 Fulltime Independent Station [iiy Mommie Listens to w OwiMiu KOIU The Station Most Omaha- Counci/ Bluffs Mommies Listen To! Avery-Knodei Rep. U.S. RADIO • October 1957 47 TO MEET HEAD ON A NEED THAT EXISTS IN THE RADIO FIELD TODAY ... * U.S. RADMO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. JiADMO 50 WEST 57th STREET NEW YORK 22, NEW YORK You're headed in the right direction with Plough, Inc., Stations! Radio Baltimore WCAP Radio Boston WCOP Radio Chicago IfJJi Radio Memphis WMP5 .-^^^ report from RAB National Advertisers Speak up at NRAC Radio success stories' were one of ike features of the third annual National Radio Advertising Clinic of the R-AB held in New York, October 8-9. Repre- sentatives of national advertisers told the Clinic wiiy they had chosen radio and why they were sticking with it. "With almost 100 million radio sets in homes and almost 40 million radios in automobiles, we certainly have the opportunity of reaching practically everv' potential customer in tlie United States with our advertising messages," said R. \V. Testement, advertising man- ager of Grove Laboratories. "This year our campaign on Bromo-Quinine is 100% radio. "We can't lose sight of the fact," Mr. Testement continued, "that we have an opportunity to reach 92% of all U.S. radio homes every week. In that average home the radio is tuned in 2 hours and 14 minutes per average day, and much of the listening occurs just before the customer goes into a store to siiop." "The real reason we (advertisers) switch our affections," revealed .Albert Brown cff Best Foods, "is that from time to time one medium or another does an outstanding job of overhauling itself, of adjusting itself to the chang- ing times and offering the advertiser new and better values." He went on to sav that the si/e of radio's audience "is greatly under-rated" by the rating serv- ices. "To be sure, the slide rule boys are making an effort to measure out-of- home listening, but in my opinion many millions are being missed." Milton Wolff, advertising manager of the No-Cal Corp., disclosed that "radio is the spearhead and backbone of all campaigns for No-Cal." Since 1952, when No-Cal decided that "women were our targets and that they used ra- dio extensively in their chores around the house" and that "a new product had an educational job to do," No-Cal has "turned to the airwaves." .Anheuser-Busch's director of adver- tising declared that "the public's re- action— and enthusiasm — for these non- irritation conniiercials has been most gratifying. But equally important to us," R. E. Krings went on to say. "is the fact that Budweiser has proved that radio commercials can be pleasant listen- ing and hard-selling at the same time." "Spot radio." said Henry C. Ricgner. TW.\s assistant general athertising manager, "is the most personal, the most direct, the most intimate way of asking the customer for die business." When TWA first experimented with spot radio, according to Riegner. it de< itied that "if radio could cure a critical |)rob- lem in two weeks it seemed logical RAOIOrv tEr*ESENTATIVES. INC. MfW TOWN • CMICAOO . .OtTOM • IIATTLI ATLANTA • LO% ANOKLIt • SAN r.ANCIVCO RAB Award s fo r Eight Most Effective Ra dio Commercials National judging panel se k I let eight radio lommercials as most effective of year. Sponsors and their athertising agent ies received gold-plated tran- | scripiion on mahogany base. Ihe wiiniers .ind iluir agencies were: Commercial Agency Beech-Nut Cum Young Cr Rubicam, Inc. Dodge Automobile Crant Advertising, Inc. Marlboro Cigarettes Leo Burnett Co., Inc. Budweiser Beer D'Arcy Advertising Co. Ford Automobile J. Walter Thompson Co. Texaco Casoline Cunningham & Walsh, Inc. jPcpsodcnt Toothpaste Foote, Cone & Belding jWinston Cigarettes William Esty Co., Inc. 48 U.S. R.inio Odolxr 19.")7 WfXYZ Radio IS Detroit AND DETROIT IS >VXYZ! What makes it so? Simply this: WXYZ personalities are out with the people of Detroit — in mobile studios at busy intersections, at permanent booths in shopping centers and all kinds of special-event remotes. During the years Detroit and WXYZ grow even closer, reflecting each other's tastes and preferences. Combine famous WXYZ local personalities with the American Broadcasting Network's new LIVE- FUN broadcasting and you have more reason than ever for WXYZ's solid leadership in the Detroit market! LIVELY mrXYZ Radio 1270 Detroit's Personality Station American Broadcasting Network Represented Nationally by John Blair & Co. U.S. RADIO October 1957 49 If you're serious about selling your prod- uct (if you're not, send your name to Ripley) you don't just say it's home- coming and see who shows up. You send your clarion call where it'll be heard. In Central Ohio that's WBNS Radio, rated first by Pulse 315 out of 360 quarter hours, 6 a.m. to midnight. Monday through Fridav. Ask John Blair. WBNS RADIO COLUMBUS, OHIO i BOB BRUTON Midnite-6:00 AM JIM TUCKER 6:00 AM-9:00 AM and 12 Noon-3:00 PM BOB MITCHELL 9:00 AM- 12 Noon JOHNNY LAN 9:00 PM-12 Midnite o^<- ^ News Editor, BILL HIGHTOWER Newsmen BRUCE NEAL ROY EATON BOB SHAEFER CONGRATULATIONS TO "U. S. RADIO" FORT WORTH, TEXAS 1360 kc - 5,000 wotti day, 1,000 wattj night SOLD IN COMBINATION WITH WRR, DALLAS ASK YOUR AVERY-KNODEL MAN DAY 7 DAYS A WEEK "BIG KXOL 7 4 HOURS A HOME OF THE TEN"SS^tey RAB (Contd) that it cuulci do u^ sonic good 12 inunths around the calendar. Particularly in our major competitive- areas where we go in all directions . . . around the sea- sons." The ability of radio personalities to sell products was also discussed at the R.\B Clinic. "We chose radio, too," No-Cal's Wolff pointed out, "because of its low cost per thousand and the be- lief that participation in radio ^trson- ality shows could give it (No-Cal) die greatest initial impact to help move it off the dealers' shelves. 1 he idea of us- ing the radio biggies," he added, "was an immediate success. The audiences of these radio personalities were easily convinced by their idols and took their suggestions about trying No-Cal. With the followers of radio personalities as a consinncr nucleus, sales soared." RAB launches new projects 1 lie Radio Advertising lUirtau will launch several projects in the next six months in the realms of market infor- mation, sales and audience research, and sales promotion. The market information studies will concern the Negro market, the fann market, the gasoline and household ap- pliance markets, and the grocerv and drug markets. They are designed to cover all currently available statistics on the size and importance of these areas, and will give potential advertisers a clearer picture of the immediacy of radio — and of its ability to deliver the "last word" to prospective customers be- fore a shopping trip. Complete background information on 90 different national products is being gathered into a booklet for the use of time salesmen, and R.VB will include as a coiiipanion piece a study of "Eight Points Why Vou Should I'se Radio." rhe booklets will be of value in pre- paring for sales calls to manufacturers of merchandise ranging from automo- bile insuraiuc to phonograph records. Four package mailings will soon go out to the R.\B membership to assist in selling radio to department and men's stores, appliance dealers, anel banks. They will contain panijihlets listing |)romotion ideas, co-op data, re views of merchandising proble-ms. and success stories. .Mso. RAH is revising its (;o-op Booklet, which will iniliuk man ufacturers' policies toward eoeiperative advertising in virtually every significant business in the nation. R.\B has added four aeeount exec u tives to its ".S.des Barr.tge" stall, making a total of 10 who tail on .lehertiseis in major markets throughout the eountrx to se-11 r.idio .IS an elfeetive advertising medium. • • • 50 U.S. RADIO ()it<)I)er 1*.)57 ATN Air Tbails N RAILS hetwork BUYS ATN BUYS WYDA BOSTON. Sept. 24— Radio Station WVDA, Bos- ton, Massachusetts, was bought this week by Air Trails Network, subject to approval by the Federal Communications Commission. WVDA is a 5,000 watt regional affiliate of the American Broadcasting Network, serving the New England area 24 hours a day. Air Trails Network operates four radio stations, WKLO Louisville, Kentucky; WING Dayton, Ohio; WCOL Columbus, Ohio, and WIZE Springfield, Ohio. BECAUSE RADIO SELLS ATN CURRENTLY SERVING AND SELLING WKLO iiillllli WCOL LOUISVILLE 1^ 1 DAYTON 1 1 COLUMBUS KY. OHIO OHIO WIZE SPRINGFIELD OHIO NEXT WVDA Boston, Mass., With FCC Approval H-R REPRESENTATIVES for WING • WCOL • WIZE JOHN BLAIR & CO. for WKLO U.S. RADIO • October 1957 51 report from THE MOST LISTENED TO STATION IN EAST TEXAS KTRE radi 1420 kc 1000 watts fulltime Richman Lewin V P. & General Manager National Rep: Vernard, Rintoul & McConnell Regional Rep: Clyde Melville, Dallas You're headed in the right direction with Plough, Inc., Stations! Radio Baltimore WCAO Radio Boston WCOP Radio Chicago Radio Memphis WMP5 >-(,•-■...■ Ir.l f:al,r,i:.i!), I,, KAOIO TV REPRESENTATIVES. INC. MtW VOHM a CHICAGO • ttOftTOM • tIATTLV ATLANTA • LO« AMOCLIS • mAM raAMCI»CO Adam Young Examines Traffic Time Bias IQ Tendency of Spot Advertisers The radio advertiser who banks on a "sure thing" — saturation buying of pre- mium traffic times — isn't doing himself the favor he imagines, in the opinion of Adam J. Young, Jr. Mr. Young, sta- tion representative, is concerned witli the tcndemy of spot advertisers to scurry around for premium-rated traffic times as the best means of hammering their message home. He believes they should take a long, second look at their traffic- time bias and see if it isn't sometimes their own worst enemy. Mr. Young is busy right now trying to reeducate saturation advertisers to the advantages of spacing their spots throughout the day's programming. "Radio," he says, "is a good buy no mat- ter wliat way you look at it, l)ut in or- der to make tlie medium most productive you must know more about the listen- er's hal^its. " Using a recent Nielsen sur\ey made for R.\B, Young points out that the effectiveness of a spot campaign on one radio station will dciline after 36 spots are aired. The Nielsen survey showed a steady, steep upward curve to die point where 36 announcements were given in a week on a given station, .\fter that ])()int. the rise continued but at a con- siderably slower rale indicating a lev- el! ing-off. Actually. Young thinks 20 sp(jts on one station is the safest bet to insure maxinumi remembrance. .After 20 or 21 spots no new people are reached — the same people are simply reached more ofien. More for Ad Dollar U\ Ijuviii^ e\ti\ st.itioii in tlie 7 to- H A.M. period, he says, some advertisers get the results they arc after, pariicu iarlv if the product is new or higlilv lonipetitive. It is Young's conteiuion. however, that the average advertiser with an appeal to make to the over all audi- (lue can get more for his dollar by dis- tributing his spots throughout the dav. He points to the fact that the adver tiser preferenie for 7 to 1) \. M. and 'l-to-6 P.M. has forced rates upward in these lime periods. It is therefore wise for the advertiser to ask himself again whether the added costs justify this kind of time slotting or whether he couldn't get results at least as good at other times of the day. "There are three ways to saturate," ^'oung says. "You can saturate small numbers of people with great frequency, or reach the greatest number of people with a small number of frequences, or, if you have the budget, the greatest luunbcr of people with the greatest amount of frccjuencies." Placing the Spots Suppose you want to place about 100 spots. Do you place Uiem on one, two, or three stations? Do you place them during certain hours only, or throughout the day? "I think," states Young, "it makes sense to buy 108 announcements di\idecl e\enly among three stations and s|)read the 3() week!\ spots on each sta- tion ()\er a 12-hoiu" period, say. between 7 A.M. and 7 P..M. Ideally, your mes- sage would be placed between 7 and 8 .\.M. on Monday, Wednesday and Fri- day; between 8 and 9 A.M. on Tuesday. Thursday and .Saturday: between 9 and 10 .\.M. on Monday. Wednesday and Friday, and so on through tlie week." Yoinig is convinced of the good results that can be obtained with this system. lO get advertisers to revamp their sat uration buying concepts, he offers a guarantee to purcliasers of a 36-spot package that every effort will i)r made In get traffic time availabilities for 12 of the 36 spots. "It's only common sense." says Young, "to think twice about traffic time buy- ing. 1 here arc only between 4 and 51/^ hours of it (depending on the market) available in a broadcistiuR dav. The rates are higher because of the greater demand. Buying several stations at prime rates, in the same time period, nuans sharing the same pic. .Sometimes it makes sense. Sometimes not." • • • 52 U.S. li.iniO Octobci 19."»7 Here's the Most Effective Way to Sell This $2 Billion WSMpire! Within the 81 County $2 bilHon WSMpire, 50% of the one-half million homes are tuned to WSM on an averajie day. In order to partially approximate this daily unduplicated WSM audience, you must buy at least 38 leading, local Tennessee, Kentucky and Alabama stations. How about cost? Here are the facts: UNIT OPEN RATE 312 RATE 38 Stations 1 Min. $164.00 $122.00 WSM 1 Min. $ 50.00 $ 38.00 In short, WSM can deliver more audience, at less than one third the cost, in one of America's most significant markets. And — WSM also delivers a bonus day'time audience outside the WSMpire which is even larger than the audience for ivhich you pay. There is a cf i f f e r e n ce . . . i f 's WSM radio 50,000 WATTS, CLEAR CHANNEL. NASHVILLE • BLAIR REPRESENTED • BOB COOPER, GENERAL MANAGER U.S. RADIO • October 1957 53 RANKS 11th IN THE NATION in per family income ($7,339.00) Source: 1957 Survey of Buying Power COLUMBUS GEORGIA 3 county metropolitan area USES THE LOCAL & NATIONAL FAVORITE WRBL TELEVISION: COMPLETE DOMINANCE • MORNING • AFTERNOON • NIGHT FIRST IN RADIO: 97.3% Arci Pulse — May, 1957 LEADS IN HOMES DELIVERED BY OF ALL QUARTER HOURS 55% Day or night monthly. Best buy day or night, weekly or daily, is WRBL— NCS No 2. WRBL AM — FM — TV COLUMBUS, GEORGIA CALL HOLLINGBERY CO. port from agencies A f^ood .jsccniul radio spot loiild \vi\ well be the happy answer to some ol the problems toiilroiiting advertisers with a wide-coverage problem — is what William I.. Wernicke, vice presidetit and radio-lx (lirectDr for .Mort"\. Humin and War- wick, thinks and lie's in a good |>ositi(>ii to know. \\iiiii(k( is one of the mastermiiuls htliiiul the Sinclair Safety Spot Cam- |).iiL;ii. heftiest saturation buy in radio hisiorx, estimated at Ijctween SI..') and S'J million. The experience of his stafl in trying to line up some 10. 000 ;')-second availaljilities each week, to the end of 1957, left him wanting to give bouciueis for the fine cooperation tendered by most stations and their representatives. As might be expected, there were tliorns among tin- roses. Occasionally Thwarted The Sinclaii canip.iign iiiili/es some !i(M) radio stations in 150 cities across tiie coiintrx to air ii.s spot announcements, none ol which is longer than 15 words huost are only 12 words) — an ideal 5- second length. Despite this fact, the agency found its efforts to Ijuy time occasionally thwarted by a long-standing condition: radio's somewhat scrambled rate structure, on one hand, and in- stances of l)roadcastcr resistance on the other. 11k lack ol uiiilormitv in rate- cards is. in Wernicke's mind, a hurdle that the iiidiistrv should overcome. Primarily, Ixi.iLisc' it would .illow liie agency to present a more accurate estimate to the advertiser. In the ijooming economy of todav's spot radio, spir;illing or even indeterminate costs can terminate a campaign long belore its iiniiii.ii c\- |)cc tancy. \])art frcmi the many stations which don't even publish rates for the 5-secoiid spot, a casuid glance at liic rate-book |)()ints up liu' confusion ol c hissificatioiis .iinoug the stations that do. Such varv- ing designations ;is "lime signals," "pul) lie service announcements," "weather checks," "headlines," "sliorts." "cpiickies. " "flashes." "briefs." et: .. leave the ad\er liser "not knowing where he i^. " Wernicke argues. Where the brcikdown is eoiinned to length, some si.uions list 5 seconds, some 8. some 10: others coni- |)Ute costs bv vcrbi.ige. with c l:issi(ie ,1- lions lor Ml woids. I '_' wciieK. 15 wolds. ei< . In m:in\ m.ukeis there appe.u obvious ineejuiiies in sl.ition r,Ues lor the s,ime' short segment. .Mthough the campaign icle;i was to 'iry to saturate every station in town," the agency executive reports instances where, with much reluctance, a station was bypassed, even though it published a "ciuickie" rate, because "it was so obviouslv out of line with the others in the same area. " In this con- nection, he points out that he "ignores ratings entirely. " basing his concept of a fair price on such factors as the num- ber of years a station has been in busi- ness in a market, its wattage, general prejgrammiiig structure, its local reputa- tion, "a certain loy;dtv lac lor." and "other in\isii)les." 1 he agency wasn't the only one being selective, however. The turndowns re- ceived from broadcasters make interest- ing reading. .Although he makes it clear that lie has no e|u.irrel with anv station's right to maintiiin policv. he does cpies- tion the thinking behind some of the I ejections. "To be absolutely fair," says Wernicke, "there were comparatively lew of these — much to our relief, since these chaps really chewed up our time when every minute coinited toward our t;irget date time-table." The commercial w;is short (12 words). v\ith fully half the spot geared to a pub- lie -service plea for careful driving: "Driving today? Remember to drive with care — and buy Sinclair — Power-X gasoline." Despite tlie copy and the week-in. week-out schedule, there were such resjjonses as "We couldn't do jus- tice to any commere ial in 5 seconds." and "\\'e can't i)e botiiered with such a sm.ill account." Completely Sold on Radio Ik's completely sold on radio: "I feel th.it Sincliiir's expression of confidence ill radio is reflected in tliis tremendous triijute — in 1957 the largest single slice of tile Sinclair ad i)uclget went into spot liiciio." .\s to the elfectiveness of the e,im|).iign itself, he indicates that there i. "everv expectation it will he- e\ieiideel throughout 1958." On the subject of a standardi/ed rate strueiiire for the "cpiickie" announce- ment, lie |>leads for tlie acceptance bv liie industrv of a simple. str;nght-for w;ird formula. ".\fter screening :uuf signing some 900 e<)ntr;iels. our peo|)le at Morev, lliimni ;iiid W,irwick li.ive ;i birdseve view of wh;U seems acce|>table to most of the radio stations, (ienerally speaking, a 5-second, (»r "quickie" spot hovers in the are;i of one-third of the losi of the e.irned one minute rate. " ••• 51 U.S. i{ inio O.inher 1957 YOU(;WU HIT A TENNIS BALL THROUGH A BRICK WALL AND THE ROCKY MOUNTAINS, splitting Colorado down the middle from North to South, are a brick wall to radio signals, no matter how powerful. You can't buy effectively in the Colorado market with one station— for you only buy fringe-area reception across the Rockies. The POWER-HOUSE buy is the Colorado Network with strong, PRIMARY-SERVICE signals on both sides of the Rockies. Check the Colorado map for location: KVOD on the Eastern Slope, KUBC and KRAI on the Western Slope, and KSLV in the San Luis Valley, combine in the Colorado Network to give The Best Coverage at the LOVITEST COST Any Combination is Available on One Order to the COLORADO NETWORK KVOD, Denver, 5000 watts, 680 k.c. KUBC, :\Iontrose-Delta. 5000 watt:-;, 580 k.c. KSLV, I\Ionte Vista, 250 watts, 1240 k.e. KRAI, Crai?-, 1000 watts, 550 k.c. National Rep. Boiling Co., Inc. NATIONAL SALES OFFICE. MIDLAND SAVINGS BLDG., DENVER 2, COLORADO Phone: TAbor 5-2291 TWX: DN 483 U.S. RADIO October 1957 55 P?^'^ lOOK on LOOKED UP! SPECIALIZED NEGRO PROGRAMMING With 100% Ntgre programming per- (onntl, KPRS it affaclivtly directing th« buying habit* of ilt vast, faithful ouditnct. Your taitt matiag* wottet neilhtr timo nor monoy in reaching tho hoort of iti "proferred" market. Ruying time on KPRS it like buying the only radio tlotion in a community of 127,600 active preipcctt. 1,000 W. 1590 KC. KPRS KANSAS CITY, MISSOURI for ovai/abi7ifiei call Humboldt 3-3100 R(»retentc4 Netiontlly by— John C. Pearion Company You're headed in the right direction with Plough, Inc., Stations! Radio Baltimore WCAO Radio Boston WCOP Radio Chicago Radio Memphis WMP5 report from networks HAD I O TV MMESENTAIIVES. INC. MfW Town • CMICAOO • •OtTOM • ttATTLl ATLAMT* • LO« AMOSLIft • ftAN P«ANCI>CO rixere are as many approaches lo net- work radio this season as there are net- works, and, among network executives, more opinions on tlic subject than thai. At .Mutual, it's musicand-news, with a particuhtrly heavy accent this year on news, thanks to an expanded broadcast day, a new coast-to-coast live news cov- erage setup and accjuisition of some new "name" commentators. .At .American Broadcasting Network, the cry is "down witii musicand-news." In its place network brass are going all- out for live music programming — some 32 hours of it weekly — along "Breakfast Club" lines, and, to make way for that impressive load, tliey are "bumping" dramatics, including some time-lionored and still lucrative soap opera billings. .At NBC, the key word is still "Partici- pation." Full network support continues to go to "Monitor," "Nightline," "News of the Hour" and the entire service fea- ture concept. Star names this year are being sought more stringently, perhaps, than in the past, for sprinkling through the weekend programming. Otherwise, the thinking at NBC, as voiced by Vice President Matthew j. Culligan, is that jukel)ox progrannning is due to le\el off. CBS, whicii has its own weekend serv- ice feature in "Impact," its own network stars of the Godfrey-Linkletter variety and an abiding faith in daytime serials, will have its novelties (like the Stan I'rcberg and "Sez Who?" shows), but there is nothing about them intended to |)rove anv revoluiionai v ])rogrammiiig ihesis. "Operation Newsbeat" The Mutual spot news setup, called ■0|ieration Newsbeat." puts on tap to •iliiliates throughout its 17hour broad- cast day some 486 newsmen, a key re porter for each afhliate. It already has stored some newsbcats thus far. The setup will enable the network to keep (lose tabs on Queen Elizabeth during her .\meri(an visit. Mutual's president. P.iul Roi)erts, a former newspa|)(rm.in, compares the fiuuiion of "()|)er.ttinn Newsbeat" lo tiie service perlormcd for newspapers by AP or UP. He'll have a chance to prove this point wlun kev men in Ottawa. Detroit, Washington. New ^■ork and other cities on the Queen's roiUe |)rovide spot coverage of li( r travels. Further proof, as Mutual executives see it, of the wisdom of its "acfcnt on news" policy is found in the fact that Fint 'n Set, Inc., recently diverted a SI. 000, 000 spot budget from daytime tv, whicli the cosmetic firm characterized as "too static." to a series of 21 fi\e-minute -MBS network newscasts under way as of October 1. Among news commentators lately sna^ed by the network are Henry Mustin, Paul Sullivan, C^harles Warren, Steve .McCiormick. \\'alter (^ompton and Westbrook \'an \'oorhis. Live Music-Variety Shows At .American, Vice President for pro- grannning Stephen Labiniski enunciates the new thinking in no micertain terms: "Frankly, we think there's a real hazard in the sameness that is growing up in radio. Long-range, you can't survive with music and news." The result of this thinking. American's high-budgeted trend to live music-and-varietv shows, most of them full one-hour programs, and six of them — or a total of 27 hours weekly — brand new shows. .Apart from the high production costs, the departure isn't too radical. .Actually, the stress is on currently popular music and a strong personality to tie things togetlier — the staples of disc jockey pro- gramming. The network is frankly hoping the stars of these new shows — Herb Oscar .Anderson, Jim Reeves. Jim Backus, Merv Griffin and John Pearson — will project a network equivalent of the disc jockey's local appeal, a mixture of familiarity, persuasiveness and com- |)anionship which die .ABN brass call "gazinkus. " The way Labunski sees it, as things stand now. two local stations with simi- lar music and-news policies are dividing the same audience. "We're trying to fur- nish our affiliates witli a slight degree of dilTerence. We're competing on their l)ch.df with their own local compititors, not with NiU: or CB.S." Sa\s ABN President Robert t. East- m.in: "We have a commodity and the immtdi.itc- targets to build the radio in- ciustrv into a billion doll.ir iiuiusLry. .As this develo|)s. the station representatives will gel their share and we will gel ours — and tlie stations as.sociated with each ol us will piospci." o o • 56 U.S. n\l)lO o October 1957 1 r- -] : 7 i % I i AUDIENCES THAT MEAN BUSINESS IN ST. LOUIS . . . Russ David's "Playhouse Party" last year drew more than 23,000 women to its kitchen studio. Figures for '57 indicate more than 25,000 will attend. Each organization attends for a reason ... to have fun. They leave with a purpose . . . determined to return next year. In the meantime, they make up the big daily air audiences. For five years that's been the pattern for "Playhouse Party" . . . the most merchandisable radio program in St. Louis. Sponsors enjoy the audiences, too. One, a packing company, wrote, "our ham sales have doubled since joining this program." Another writes, "Thanks to the excellent job Russ did . . . and the opportunity to sample his live audiences, the job was accomplished."* Check KSD or your nearest NBC Spot Sales office on Russ David's "marketing bonanza for grocery product sales." ' Sponsors nomes on request THE ST. LOUIS POST- Dl SPATC H RADIO STATION SPOT SALES National Representative BASIC AFFILIATE 550 ON EVERY RADIO U.S. RADIO October 1957 57 report from a giant's voice Heord throughout the Rocky Moun- loin West ...IS the welcome voice of KOA RADIO! Its the giant 50,000 wott voice that has dominoted the rich Western Market for over 32 yeors' GIGANTIC RESULTS- KOA-RADIO is the giont selling force in the West . . . the only voice you need to reoch — ond sell — the entire Western morket! Represented by Henry I. ( JBQI Christal \ WW _ Company, vBl^ Inc. ^IP •*OA^ DENVER /^a^ One of America s grefi' radio stations 850 Kc • 50,000 WATTS You're headed in the right direction with Plough, Inc., Stations! Radio Baltimore Radio Boston WCOP Radio Chicago Radio Memphis WMPS .tr»5t3? L'^a KAOIO TV REfltESENTATIVES. INC. Miw TO«M > CHICAGO • ■0«TOM • ftlATTLI Recent Trends Expected To Boost Expenditures In Canadian Radio "Radio is iiniiniilwl in Canada." accord- ing lo Donald Clookc, ol Donald Cookf, Inc., station representatives, who credits much of radio's vitality to the fact that "Canadians are a home people and a thrifty people, \\licn they buy a radio they stay lioiiu- and listen to it. Ii gets cold uj) north in the winter and radio becomes a necessity, because it means contact for people who can't get out." The Montreal-born ^Mr. Cooke points out also that "Clanada has no Sunday edi- tions of ne\\spa|)ers as we know them in the States. Peo]ile have to rely on radio to provide them with weekend news. "Canadians are loyal and steady listen- ers," says Mr. Cooke. (Latest B.\B re- port on listenership bears him out.) "They will usually stay with a product, whereas .Americans tend to switch loval- ties. Even on the .American l)orcler the\ stick to C>anaclian stations. .Ml recent surveys show there is not more than a 5% overflow to American stations. " Changes Due .Mr. Cooke reports that the next few years may see reNohitionary changes in Canadian l)roadtasting. "Now that the C;onser\ati\cs are in power. 1 think they will !)( loath to iia\e C^BC; continue to o|)erate at such a tremendous deficit. .Most jjeoplc in Canadian broadcasting Icel that tiuy'll make (IBC a paving op cration. This might include divorcing CBC from its regulatory powers and set- ting up a sort of FCC to gr)\ern both the independents and CBC!. This kind of (liange woidcl realh keep things moving in Canadian radio." liroadcast Advertising Bureau — Radio Division — re|>orts Canadian listeners now serviced bv KiH independent sta- tions plus 'J2 oj)eratecl bv (iBC. Seven new \M St. It ions joined the radio line- up tills Vt.M. S( 1 s.ijis (oiiiiinic III ilimi) -up iK.ulv I',, over s.ime period last vear. .M a iHifac Hirers estimate vear end ligure will be- l,")"^,, higlui th.in l!l')(i. Total number of sets is at (i.SOd.OtU). giving radio gre.ilest potcnti.il circulation of any C^anadian meclimn — 9t\'^ of homes have at least one radio. Latest B.\B survey, undertaken to determine I ime Period .\udience, offers agencies and advertisers complete break- down of listening habits in metropoli- tan, non-metropolitan and 1 1 specially selected non-metropolitan areas. 1 he report includes graphs and figures on listening trends, number of listening households and time spent listening to radio. Listening Time Average Average iistciiiiig liiiu iii lkIId-oiiIv households; ."> hours. 1 1 minutes: aver- age time tor radio and television homes. 3 hours, 7 minutes: average lor .ill homes. 3 hours, 36 minutes. B.\B concludes from available evi- dence that advertisers must spread their .innouncements throughout the clay or luii risk of missing large segments of total audience: 10% are listening in the morning hours, 36% in the afternoon and 21"f, in the evening. Significant fact is Uiat listening habits do not varv' significantly from day to dav. Radio rates moving uj) — slowlv. In terms of Cllass "A" time the Hash rate has increased 5.2%. one-miiuite an- nouncements are up 2.3%. and the one- hour rate has climbed 7.6<\' since Julv 1 l'.l.")(). Important to note — radio one- iiiinute rate increase re|)reseiits onlv 72',, of the total intre.ise in the number of radio homes since I'Mti Material contained in Uk B \B upon IS the first of this type to be made avail- ;ible. Conducted bv the Bureau of Broadcast Mc.isuiiiiu lit. it oilers vital information on the scope of radio broadcasting in C.inada todav. .\gencies and advertisers find it a valuable tool in planning broadcast strategv. Although optimism persists through- nut the Dominion. BABs figures esti m.iting tot;il i.idio c \|)Hidiluics show l'1.")(i income at 5.')2.(Kl(t.(ltHl. down slight Iv from l"l.'i."> and down shirpiv from peak vear — l!l."»l. Latest CBC \tateim lit reports network radio income down 22.7*^, from List veir • • • bS r.s. li >ni() O.tober 19.57 '^"TIBP**' — -"- Where Do Great Ideas Come From? From its beginnings this nation has been guided by great ideas. The men who hammered out the Constitution and the Bill of Rights were thinkers— men of vision — the best educated men of their day. And every major advance in our civilization since that time has come from minds equipped by education to create great ideas and put them into action. So, at the very core of our progress is the college classroom. It is there that the imagina- tion of young men and women gains the in- tellectual discipline that turns it to useful thinking. It is there that the great ideas of the future will be born. That is why the present tasks of our colleges and universities are of vital concern to every American. These institutions are doing their utmost to raise their teaching standards, to meet the steadily rising pressure for enroll- ment, and provide the healthy educational climate in which great ideas may flourish. They need the help of all who love freedom, all who hope for continued progress in science, in statesmanship, in the better things of life. And they need it 7iow! If you want to know what the college crisis means to you, write for a free , booklet to: HIGHER EDUCA- TION, Box 36, Times Square Station, New York 36, N. Y. IIGHER EDUCATION Sponsored as a public service, in cooperation with the Council for Financial Aid to Education U.S. R.4DIO October 1957 59 II program the sound difference in nighttime radio Let Program PM make a sound differ*nc« in your soles. Call AW. Donnenbaum Jr.,WBC-VP for Soles at MU 7-0808. WESTINGHOUSE BROADCASTING COMPANY, INC. radio ratings Pulse Approach to Gauging 'Out-oi-Home' Listening No matter what the old adage says, along Radio Row "out-of-home" is where the heart is. Just as the auto- mobile radio has come to loom larger and larger in the AM picture during the last few "resurgence" years, the na- tion's ever-widening "out-of-home" lis- tening habits have come to play a bigger part in industry thinking anil planning. Over at The Pulse, for instance. Dr. Sidney Roslow, the man who ring>> door bells to get his ratings, is coming up with more discoveries about the out-of-home factor in radio. Pulse has reason to be interested in the subject since "it was our 'out-of-honic' ratings tJ)at brought us the new .ABN radio contract." .Ml inter\iewing is done at home on the day after the day being measured. The Pulse inter\'iewer establishes what the family normally does: Who is home at what times, what is the normal dinner hour, who has s|)ecial meetings to at- tend, etc. On the basis of this inforni.i- tion. ciiccked always with more than one member of the family present, the inter- viewer proceeds to find out who was listning to radio, when they were listen- ing and where they were listening dur- ing a gi\en part of the preceding day. The first Pulse report for ABN. inci- dentally, which is due in November, will also show audience composition and a weekly cumulative rating, wceklv total noii-diiplicated audience for "cross-the- I)f)ard shows and monlhlv total non- duplicated iiiidirncc for wcckh shows. Baseball Audience The "out-oflionu" lector sliowed up significantly in a recent Pulse sur\ev mi- dertaken on behalf of WCFI., Chicago. During a crucial three-game series be- tween the ^ ankecs and White Sox. aired lixallv on radio e\(Iusi\clv bv WC'FI.. ilic r.uing ser\ice measured the station's shiire of-total radio audience in the Windy (aty and a six-county area. Two night games were played, with no tv coverage, and one afternoon same, with tv con'petim;. During the two niglit l)all ;;anu's. WTIFI. dominated the |)i(ture witii r.iiings of bciwctn I7.S .ind 'J t foi llic first game and between 9.3 and 20.7 for the second, which had a delayed start because of rain. Share cjf total audience ne\er went below 63%, and most often was around the 75% mark. However, for the third game, tv got the lion's share of over-all audience, al- though WCFL still made a strong show- ing in radio, with a share-of-audience hovering consistently around the 20% mark, which constituted dominance for half tJie game's playing time. The out-of-home figures, liiough, tell a different stor)'. During the two night games without local tv .coverage. oul-o(- hoine listening accounted for between 10 and 15% of the total radio audience. But during the single day game, when W'CFL, competing with tv for an iden- tical audience, suffered a rating drop of more than one-third, its percentage of out-of-liome listeners rose to between 50 and 54%, of total radio audience. Mean- ing, says Pulse, tliat when radio is thrown into direct competition with tv, watch out for that out-of home factA^GAR gets advertising results in Northern Ohio . . . how WGAR affects advertising results in Northern Ohio. We believe there is a definite relationship between a radio station's devotion to public service and listener response to advertising. By serving our listeners better, we feel we have created a climate of believability — of listener loyalty — of dependence on WGAR — which makes our advertiser's messages more effective. There are many concrete examples of WGAR's selling power with the adult buying audience. For evidence of WGAR's leadership in public service — and advertising results — contact a WGAR sales representative. .\,|C SE/j ■'''Ovd • l^^' Measure of a Great Radio Station IMfGAR THE STATION WITH A-'A MILLION FRIENDS IN NORTHERN OHIO CBS • Cleveland • 50,000 Watts • The Peoples Broadcasting Corporation • Statler Hotel • Cleveland 1, Ohio • PR 1-0200 Represented Nationally by THE HENRY I New York • Boston CHRISTAL CO Chicago • Detroit • INC. San Francisco U.S. RADIO • October 1957 61 EDITORIAL U. S. RADIO • . • the aim and policy FOR RADIO ONLY Willi lliis issue, r. s. radio makes its (lel)iil. W'c would iiol \)(j luiinaii il we did not kel a degree oi excitement and exhilaration. \ et this is (onfiiK'd under the weight ol a more proloiind thought ilial no trade ]nd)li(ation deserves the right of existence unless it lulfills a need, unless it can logically serve the industry to which it is iledi( ated. The history of radio and tjf the broadcasters and advertisers who have had faith in it is truly one of the greatest success stories of oiu- time. Radio is a separate and distinct advertising me- diinn; il has its own ]jlace in the sini and cer- tainly should not fall in the shadow of tv. Like niaga/iiKs and newspapers in the print field, radio aiul tv are just as competitive for the ad- vertising dollar. To those who have fought long and well for these recognitions, we now add for the fust time since the advent of tv the voice of a radio only trade pui)li( atioii. Today radio stands stronger than ever, and all indications point to a tomorrow that will dwari today. Those ol us who live too nnuh suhjec lively nnist appreciate that though radio people know and imdersland radios iiemendous story, this same sloiy constaiuix nuisi l)c' made known and luiderstood by tiiosc who think less ^llllic•c tively al)out ladio. These are the |K'o|)le who use and c oiisidci i.idio in thcii acheitising j)lans. THE WHOLE OF AMERICAN LIFE is iheie any other medium ol conununication ill It so encompasses the whole of .\merican life as does radio? W'c sul)nut llure is no other. For all prac tical pinposes, radio is in every home of our c<)iMitr\. two or three sets in each mcjre often than not. On the highways: Radio. On the beaches and at the resorts: Radio. And as we note in the transistor article (page 25) , inexpensive transistor sets will Ijecome like "ash- trays" in the average household. .\ncl still the most tremendous development is \et to come . . . mcjre correctly, it is here. When the .\rmy Signal Corps releases the wristwatch ladio to the Amer- ican public, radio trid\ will l)e everywhere! Radio IS the mass medimn to reach the whole of America. But in its very preponderance, radio is the most flexible of all media. Whether the adveitiser uses spot radio or network, there are many, many different lormulae that can be applied to reach all the population or any seg- ment ol it. according to the needs of the product . . . anything liom "pop" to fine nuisic. from soap operas to Shakespeare. Night or da\. What- ever the need, ladio stands reach to liill il. TO THIS WE ARE DEDICATED V. s. KAino. .Ill anabtic.il and idea magazine for the buyers and sellers of radio, will devote its entire energies to this \ast field of radio. .Vrtides and features on the pl;inning and liuying o{ radio adxeilising. dehiiig into the why's and how's in the siiccesslul use ol all radio, will be supplemented bv regular departments present- ing in concise lonii the significant news .ind tiencls ol the i.iclio industix. i. n. kvdio will be applauded bv some al limes, criticized by some .It limes, li will make its mistakes, it will make its points, li will constantly strive to help buyers and sellers ol i.idio .ichei lisini; in the use ol the medium. Id this wc are dedic .iled. f)2 / s /.' \l>in Otiohci n>.'»7 KANSAS CITY SYRACUSE PHOENIX OMAHA KCMO WHEN KPHO WOW KCMO-TV WHEN-TV KPHO-TV WOW-TV r The Kail Agency The Katr Agency The Katz Agency John Blair S Co.- BlairTV Meredith Stations Are Affiliated With MU\ HoinPS aild (lill'dcilS and Successful Farming Magazines U.S. RADIO • October 19; 6S around radio • • • WHDH DISC JOCKEY R , nard interviews Mrs. Henry MacKay at her nome in Framingham, Mass., during his "Two and Eight Date" program. Leonard and other WHDH, Boston, personalities broadcast complete two-hour shows from listeners' living rooms and back yards. Listener-hostesses must be members of a civic-minded organization. gUICK FIRE COVERAGE results as news car from KOL radio, Seattle, relays on-the-spot news bulle- tins to station from $1,000,000 lumber mill fire. KOL's remote newscasts assure speedy and thor- ough coverage, and have attracted large audiences. TALL TALES AND TRUE are told by 6' 10" disc jockey Carl Bentley as he becomes an honorary commodore of the Port of Los Angeles. The award was presented by Harbor commissioners Charles Tanner (left) and Lloyd A. Henveg (right), to honor Bentley's work in publicizing the port during his daily seagoing radio show broadcast from the deck of the S. S. Catalina for KBIG Los Angpjps. KEY FROM THE CITY is presented to a youngster representing the Cleve- land Society for Crippled Children by Wes Hopkins, KYW disc iockey. Hopkins raised $3,000 for the new station wagon by asking listeners to send in their Ohio sales tax stamps. The station wagon is to be used for transporting the children to the Society's medical center for treatment. A REAL NICE CLAMBAKE It was. attracting 6,500 guests who put away 200 bushels HUNGRY GUESTS ARRIVE for the "V^orlds Largest Clambake" held at Plymouth. Mass., by WBZ, Boston, and the F. H. Snow Canning Co. Political and civic figures from all over New England came as guests of the Westlnghouse Broadcasting Co. while the public secured tickets by submitting labels from products of the sponsor. of clams, 5,000 lobsters, 6,000 pounds of sweet potatoes, 5.000 ears of corn, 200 water- melons and 500 gallons of coffoc. The complete affair was arranged and conducted by Dearn and McGrath. a Plymouth company that specializes in staging clambakes. FIRST GRAND SLAM IN RADIO HISTORY! I^eystone BROADCASTING SYSTEM, mc October 1, 1957 ;;/ WEST WASHIHSTON STREET CHICAGO 2, ILL. ' SUtt 2-83(10 SAM FKAMCISCO TO ALL KEYSTONE AFFIUATES This is indeed a proud time in the history of Keystone Broadcasting System. It is a tine when we want to make special mention of our warm feelings of thanks and appreciation to eTery one of our THOUSAND affiliates. We think that nowhere in advertising is there a finer or more encouraging example of conplete coop>eration between a network and its affiliates. As a matter of fact our network is held together — not by electronic or mechanical means but precisely through cooperation. ■> Thanks too, to avery one of our affiliates for their "beyond the call of duty" efforts to strengthen the effectiveness of our advertisers' campaigns through tireless and continuous PLUS MERCHANDISING assistance. We sincerely believe that no other advertising medium can match the quality and consistency of the merchandising assistance provided by our affiliates. We look forward to continuing growth and happiness through our association with our affiliates. Believe me. It is a pleasure to be in business with you. Sincerely, Keystone Broadcasting System Adds Its Thousandth Affiliate! Hometown and Rural America was never so big — never so celebrated — never so completely covered by any advertising medium! Imagine it! For the first time in radio broadcasting history A GRAND SLAM! ONE THOUSAND radio stations affiliated with KEYSTONE in the soundest most flexible network available to advertising. The wonderful thing about the KBS network is that you can buy it as you please — 100 stations in "special problem areas" or 1000 stations reaching all of rich, ready and able-to-buy Hometown and Rural America. We have a hatful of case histories of signally successful advertising campaigns credited to our network. They involve advertisers whose products are household habits across the nation. We'd love to tell you our story! Write for our new station list and market information. CHICAGO 111 W Washington SU 2-8900 NEW YORK 527 Madison Ave. ELdo(;?do 5-3720 LOS ANGELES 3142 Wilshiie Blvd DUnkiik 3 2910 SAN fRANCISCO 57 Post SI. sutler 1-7440 "LOOKS LIKE WE CAN'T ACCOMMODATE ANOTHER SpOx »» u^ PROGRi^M P^I... PROGRAM PM, the daring nighttime programming concept of the Westlnghouse Broadcasting Company, Inc., (you've seen it identified nationally as "Lateral Programming") is completely SOLD OUT in the Cleveland market . . . just three months after its inception. Bud Wendell, host of the KYW, two hour-long, seven-nights-a-week radio spectacular deserves part of the credit . . . not only for his inquiring mind and dynamic delivery that odd much to the program's adult appeal, but for his farsighted approach to nighttime radio that parallels the enthusiasm of the Westinghouse people. When Bud was approached by KYW to take over this assignment it wasn't "fashionable" for a radio entertainer to be scheduled in the p.m. Thanks to PROGRAM PM and Bud Wendell, nighttime radio in Cleve- land has attained the high status it deserves among listeners and advertisers. jk Bui of courte we look forword to spotting your client at jome loter dote! For future ovailabilitiei, contact your nearest Peters, Griffin, Woodward "Colonel ', or, Ed Wollis, KYW Soles Monoger, ot CHerry 1-0942. RADIO CLEVELAND, OHIO 'SADIO H ■ VOL 1— NC il NOVEMBE 1957 »■ 35 CENTS m IVnfsaKNBS- WIRED FOR SOUND NBC Radio Presents An Outstanding New Ad- vertising Opportunity -LIFE AND THE WORLD Two great leaders in the news-gathering field, the National Broadcasting Company and LIFE Magazine, have combined forces to bring the American public an exciting new brand of radio journalism. NBC Radio takes LIFE's superb news and picture stories, and adds the dimension of sound. LIFE may cover the stratosphere ascent; on LIFE AND THE WORLD you hear the man's personal experience from his own lips. LIFE may picture a parrot; on LIFE AND THE WORLD you hear the parrot being interviewed. Here are the ac- tual voices of men who make the news or. react to it. Here are the sounds of hurricanes, of debates, of space rockets, and of momen- tous decisions — bringing listeners close to the very heart of our time. Increasing numbers of LIFE readers are discovering this fascinating NBC Radio program. Millions more will be introduced to LIFE AND THE WORLD through an extensive audience promotion campaign, on the air and in print media. LIFE AND THE WORLD has a choice position, 7:45 to 8:00 nightly, immediately following NBC's 7:30 pm News of the World, radio's highest-rated news program. Tune in tonight! And let your NBC Radio representative give you the interesting ad- vertising details tomorrow. BC RADIO Radio Chicago Radio Mempltis wss§ wmm REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES. INC. U.S. RADIO • November 1957 Big WESTINGHOUSE BROADCASTING COMPANY, INC. @0O RADIO BOSTON. WBZ4-WBZA PITTSBURGH, KOKA CLEVELAND, KYW FORT WAYNE, WOWO CHICAGO. WIND PORTLAND, KEX TELEVISION BOSTON. WBZ IV BALTIMORE. WJZ IV PITTTSBURGH. KDKA-TV CLEVELAND. KYWTV SAN FRANCISCO. KPIX WIND repiesenled by AM Radio Sales Wj; TV represented by Blair-TV KPIX represented by The Kat? Agency. Inc. All other WBC stations represented by Peters. GritTin. Woodward. Inc. 36,401 LISTENERS WROTE Not 17,000 as in 1955, or 31,000 as in 1956, BUT 36.401 WOWO listeners sent their names and addresses to the station— took a chance on winninjj: ^Michigan peaches on Michigan Peach Day. (A bushel of the delicious fruit was awarded a listener every half hour.) A saturation campaign of announcements ten days pre- vious to Michigan Peach Day produced this crop of participants in what has become an annual affair for the Michigan Peach Growers Association. THE MAIL CAME FROM Thirty-four (34) states, Washington. D.C. and Canada! However the bulk— over 90^— came from the Tri-State Area of Indiana, Ohio and ^Michigan where WOWO's "regular" audience lives and listens. THERE'S A PEACH OF A PACKAGE FOR YOU, TOO An alert time buyer cannot pass up the fact that results like this prove the constancy of radio, and its ability to produce audience action. WOWO weather jingles, WOWO time signals, the 6-13-21 plans all offer a "peach of a deal" for the client who wants a good crop of returns. Call "Tom" Lougirorth, Anthony O^oO in Fort Wayne, or your nearest PGW Colonel. 1190 Fort Wayne, Ind. r.S. RADIO • November 1957 airwaves Radio's Barometer $372,000 Est 0 Local $89,000,(HO Network Est $145,00 (9 m ns on Air Sets in Use Spot: Total gross dollar volume sjjot radio sales lor first nine months this year are estimated at $I45,00(),()O0 by Larry Webb, president, Station Representatives Association. This would represent a substantial increase over the same period last year when total sales for the first three quarters were $103,479,000. During the first six months this year, food, grocery, tobacco and drug products led the field in dollar volume with a com- bined gross of $40,620,000 ... or 42.5% of total spot sales. Network: CBS's Arthur Hull Hayes reports that station payments for 1957 will be higher than in 1956 ... the first time since 1950 they have increased over the preceding year. He stated Neilsen credits CBS radio with 82% more audience than the second network dining the average sjjonsored minute over a full seven day period. Both daytime and night- time sales soar with 90% of the network's daytime bloc sold, and "Impact" segment sales up approximately 600% since March. NBC also points to upswing in network radio. Network reports that sponsored hours increased by 40% from September, 195G, to Sejjtember, 1957, and gross billings grew 70%. Aggregate station compensation was up 200% with a 300% increase for stations carrying NBC's full commer- cial schedule. (See Report from Networks, p. 47.) Stations: Revised FCC count on station authorizations on the air shows total AM and FM commercial stations at 3,665: Commercial AM Commercial FM 3,133 532 350 38 142 36 568 Stations on the air Applications pending Under construction TOTAL AUTHORIZED 3,275 Sets: Shipment of radios from factory to dealer, not including car radios going directly to auto industry, totalled 4,788,006 for first eight months of 1957. This represents an increase over last year of 296,211 sets, ac- cording to Electronics Industry Association. For first nine months of 1957, sales of radio sets totalled 5.840,372, ex- cluding 3,839,345 auto radios sold directly to the automotive industry. Breakdown looks like this: Total Radios Produced January February March April ^[ay June July .Aug-ust September TOTAL Auto Radios Radio Sales Produced 563,363 521,624 525,029 522,859 730,584 597.432 543,092 380.452 547,480 396.151 729,421 416,058 587,484 256,279 710,553 301,971 893,366 446,419 5,840,372 3,839,345 1,085,592 1,264,765 1,609,073 1,115,813 1,023,771 1,088.343 612,588 965,724 1,610,748 10,376,354 U.S. RADIO November 1957 THE STATION THAT CARRIES THE UR6EST VOLUME OF AUTOMOTIVE SPOT BUSINESS IN WESTERN MICHIGAN BROADCAST TIME SALES REPRESENTATIVE for buyers and sellers of radio advertising ^ADIO NOVEMBER - 1957 . IN THIS ISSUE VOL 1 - NO. 2 < Hard Sell and Soff Sell 19 Am_iuy Lxcuilivo Cii\c Pros and (^oiis On these Commercial Approaches Tofal Budget to RADIO 22 1.(1 iiiii:;^ \l).iii(l()ti^ Dilici Mcdiii for Stcond Year The Shoestring Sell 24 W.iMiK laliiit-. Hoh> to RacliJ'^ I'lodiictionSalts SifTici A'M'- II 1 sli III Mtiiiagci Jean I.. Tn^el Shell .Mpcrt U. S. RADIO it published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street. New York 19. N, Y. Circle 5-2170 Western Office 1653 So. Elm Street. Denver 22, Color-do Skyline 6- 1465. Washington. D. C. — B037 Eastern Road, Silver Springs. Md. JUniper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore II, Md. Price 35( a copy: subscription. $3 a year. $5 for two years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright 1957 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. r. .s. /,• into \o\(inl>ti l"l.">7 J II MyMommie Listens \o Koir ^i ; Omaha^s Most Listened to Stotioti Mornings - 34.1 pternoons- 34.8 HOOPiR-Sepi-Oct.,1957 If results (ire d must. . . So is KOIL [3®Q A Vital Force in Selling Today's Omahe U.S. RADIO • November ]9d'/ There s a million-dollar Don McNeill's Breakfast Club (9 to 10 am) features comic Sam Cowling, comedienne Fran Allison, vocalists Jeril Deane and Dick Noel, Eddie Ballantine's orchestra. The Jim Reeves Show (1 to 1:55 pm) features vocalists Dolores Wat- son and Buddy Hall, The Anita Kerr Singers. Owen Bradley's orchestra. afternoon The Jim Backus Show (2 to 2:55 pm) headlines songstress Betty Ann Grove, baritone Jack Haskell, The Honeydreamers, Elliot Lawrence's or- chestra. sales staff on American and you can own it The Merv Griffin Show (7:15 to 7:55 pm) features singer Daria Hood, The Spellbinders, Jerrry Bresler's or- chestra. The Bill Kemp Show (8 to 8:55 pm) headlines vocalists Peter Hanley and Betty Holt, The Upbeats, Neal Hefti's orchestra. From morning to night, five days a week, you can have American Radio's million-dollar sales staff selling your product exclusively to millions of peo- ple everywhere. Here's how it works: When you buy a five-minute program unit in any one of American's hour-long, weekday musical shows, you automatically lock out competition for the rest of that hour - all week. Here, for the first time in years, is a brand-new advertising franchise. Nowhere else in all mass media can you buy this kind of salesmanship and product exclusivity. o the JW© one is ERICAN ROADCASTING ETWORK >vhere there's a Storz Station . . . there's PRECISION . . . precisely why there's never a dull moment . . . precisely why in each of these major markets more radios are tuned to the Storz Station than to any other MINNEAPOLIS-ST. PAUL WDCY is first. . . all .lay av.iairo. I'roof : Hooper (MM',, ) . . . '\'rc\u\c\ . . . l*\ilse. 8ee lUair vv r (WTLX 2 III 1 I . . . rulsr. Sir .\ilaiii Vniiii'j or (iciicral Mana-^'i'r Fred Herthelson. MIAMI WQAM is first . . All day. I'mof: Hooper (42.1', i . . I'idsc . . . Suiiilnrii Floiida An-a I'nlse . . . Treiidex. See Blair . . . endent commission to investigate use of ra- dio spectrum. AftencJance Up at NARTB Regional Meetings .\itendaiuc was u]) at the recentlv comj)letcd series of eight N.VRTIi meetings. Broadcasters attending this year's meeting totalled 1.71.S com- pared to I. .581 in 19.5("). With "A Time for Decision" Feature ol this \e.ii's lour. ".\ Time lor Decision," was intended to prompt radio broadcasters to: • strive for greater professional- ism in their news operations from the local cover to the national and international scene. • keep their representatives on Capitol Hill posted on ihe h.i/ards of pa\t\ to the concepts oi American sNstein ol free bioacic asiing. calling s|)ecial attention to the FCC's recent action authorizing pav tv tests. • back up c Ifoits directed tow.iid lenioxing b.iiis on l)io.ul(.isi coverage ol public proceedings. (see "On Taking Sides" page 27) • inlonii (iongiess of their stand on charges ag.iiust the industrv in the Hro.idcast Musi(. Inc. suit. (whi(h si. lies that because UMl is broadcast owned. non-HMl music does not get its lair shaie f»f air lime.) U.S. li.tDlO \()\(iiil)(i ]'.•">'/ the '^e^ THIS MONTH: CHARLES S. BEARDSLEY Chairman of the Beard, Miles Laboratories A Pioneer Advertiser Awarded "Silver Mike" u. s. RADIO presents its second "Sil- ver Mike" award to Charles S. Beardsley, board chairman of Miles Laboratories, a business "built on radio broadcasting." Mr. Beardsley has been hailed many times for his good work in support of education, the war effort, his community of Elkhart, Ind., and as the elder states- man of the drug industry. The list of ^IiIes programs is a long and nostalgic one. It started in 1929, three years after Mr. Beardsley joined the firm, with the "Almanac of the Air" over WSBT, South Bend, for Nervine. In February, 1933, with Alka-Selt- zer about to fizzle out. Miles pur- chased a segment of the WLS, Chicago, "National Barn Dance," an association that helped put over the alkalizer and which lasted until Sej)- tember 29, 1945. Talent from the "Barn Dance" formed the nucleus for several other Miles shows, in- cluding Uncle Ezra and the Hoosier Hot-shots, Henry Burr, the \'ass family, Curt Massey and Martha Tilton, Alec Templeton, and Brown and -Lavelle's "Comedy Stars of Hollywood" (Bob Burns, Zazu Pitts, Vera Vague, Don Wilson, George Burns and Gracie Allen) . The "Quiz Kids" first went on the air in the sununer of 1940. Joe Kelly, the quizmaster, was another grad- uate of the "Barn Dance." Miles and the "Quiz Kids" stayed together on radio for eleven years. And who can forget "Lum and Abner?" Other Miles programs were all outstanding in their fields: "One Man's Family," "Hilltop House," "Queen for a Day," Rov Rogers, Herb Shriner, and "Fibber McGee and Molly." Miles news commenta- tors have been John W. Vandercook, Edwin C. Hill and Morgan Beatty, among others. The list of entertainers developed on Miles shows is much too long for this space, and it is impossible to know all the pleasure they brought. They performed for Nervine, Alka- Seltzer and Tabcin on all of the networks and throuohout the nation. .\nd behind them and Miles was Charles S. Beardsley. In 1931, when Miles was plung- ing into radio, he became vice-presi- dent in charge of advertisinsr and He was named president in and chairman of the board in sales. 1942 1947 been Throughoiu his career he has a leader in industry research, product development, promotions, sales and advertising. If Miles was "built on radio broad- casting," so radio in many ways w'as built on Miles sponsorship. • • • RANKS 11th IN THE NATION in per family income ($7,339.00) Source: 1957 Survey o* Buying Power COLUMBUS GEORGIA 3 county metropolitan area USES THE LOCAL & NATIONAL FAVORITE WRBL TELEVISION: COMPLETE DOMINANCE • MORNING • AFTERNOON • NIGHT FIRST IN RADIO: 97.3% Area Pulse — May, 1957 LEADS IN HOMES DELIVERED BY OF ALL QUARTER HOURS 55% Day or night monthly. Best buy day or night, weekly or daily, is WRBL— NCS No. 2. WRBL AM — FM — TV COLUMBUS, GEORGIA CALL HOLLINGBERY CO. U.S. R.iDlO November 1957 13 1 hoto by Morris H Jaffe. Beech-Nut Life Savers, Inc. and its agency, Young and Rubicam, are Sold on Spot as a basic advertising medium. Following its merger with Life Savers. Beech-Nut Gum adopted an aggressive new sales policy, aimed at over- coming distribution problems and at making Beech-Nut Gum the leading national brand. The method: a giant initial build-up in America's top 50 markets. The medium: SPOT RADIO Using 63% of its total advertising allotment. Beech-Nut Gum is blanketing the top 50 markets with a lO-second spot campaign, ranging from 50 announcements per week to 115 per week in New York City. The schedule covers radios high-traffic periods. Monday through Friday. 7-9 a.m. and 4-6 p m. with emphasis on the latter part of the week, when most family marketing is done. Jim Parker. Advertising Manager, tells why SPOT « ^ Left to ri "William GM T & R Accoi James Parkeril Advertising: Mani. Beech-Nut Life Sav^ri.inc.;"^ Rocco Ciccone, Sup'f., First National Stores, Cross County Center, Yor Herbert Watson, Radio Sales Represent) " " ' ' NBC Spot Sale- ' WiUtam P. Do** •^ - R Media ' RADIO figures large in BeecL-Nut Gum's future plans: "Using those regions where its distribution is already established as a springboard, Beech-Nut Gum is making a national splash. Only SPOT RADIO gives the>frequen- cy required for such a tremendous job at such reasonable cost. To its extensive and continuing schedule in the top 50 markets, and to NBC Spot Sales' radio stations in every market where they play a part, goes much of the credit for the overwhelming success of the Beech-Nut Gum campaign." "Whether you're aiming at a specific region, or trying to hit all the top markets, you'll find that you can really call your advertising shots when you use SPOT . . . es- pecially on these leadership stations, represented by . . . Hartford-New Britain WNBC New York WRCA, WRCA-TV Schenectady- Albany Troy WRGB Philadelphia WRCV. WRCV-TV Washington WRC. WRC-TV Buffalo WBUF Miami WCKT Cleveland WHK Louisville WAVE. WAVE -TV Chicago WMAQ. WNBQ St. Louis KSD. KSD TV Denver KOA-TV Los Angeles KRCA Seattle -Tacoma KOMO. KOMOTV San Francisco KNBC Honolulu KGU, KONA TV m IL ® HERE ENTUCKIANA ISTENS N 1080 KC PAUL COWLEY Programs and People That Produce JACK BENDT DAVE BROCKMAN /^-"^ TOMMIE DOWNS WILSON HATCHER •^ ( BOB HENRY X? RED KIRK j^) J I MM IE LOCSDON Represented by John BLiir & Co. WKLO LOUISVILLE "^ Congratulations on the first issuc^f I. s. RADIO. It is one of the most effec- tive first issues I have ever seen of anv publication, inchidinR atirattivc- visual jjrcscnuiiion. Indeed, the only blemish I could find was ulure the statement is made that Washington's Julius Garfinckel and Company has never used radio before. Garfinckel's has been on WG.MS. Wash- ington's Good Music Station, for a number of years. The store has been represented in l)oth programs .iiid spots. M. Robert Rogers President, WGMS Washington, D. C. -Many thanks for sending me a copy of the first issue of your new magazine, V. s. RADIO. . . . Please accept my con- gratidations and best wishes for its success. Morion Harper, Jr. President McCann-Erickson, Inc. ^ou could do local radio a tremen- dous service if you would start a gather- ing house for local promotional ideas. These ideas could be garnered from stations located in each of the 18 states. I his is something that local radio has needed for a long tinu. R. D. McGregor General manager, KBNZ La Junta, Colorado Congratulations on the hrst issue of V. s. RADIO. This magazine sounded like a fine idea when I first heard about it. Now liiat I iiave a copv in front of me. I know you've got a winner . . . the very best of liuk. Robert W. Sornoff President NBC I am dcligiucd with t. s. radio be- cause it is all radio. I trust C^anadian radio's contribution to your publication will grow to the point where we may rate a sub-title on tlie cover and mast- head. Believe me, we sh.dl do our best to build up liic "C.in.id.i" stcijori. Charles W. Fenton, Sales Director Broadcast Advertising Bureau Toronto \ olume 1. .No. 1 is a hontv! |ui!ging from the first issue, you people will have one of ihr trade pul)lications. Features I particularlv likid: 1. "Airw.ixj's." and I hope vou keep "R.idios Barometer" in an upfront position. Wi re alwa\s runniiaging ihioiigh si.iiks ol mateii.d to find a Nimim.iiN 111 ihese \erN' data. 10 U.S. n I mo Novemlxr 1957 THE EDITOR 2. "Report from Networks." This looks as if it wffl be a handy summary of what is happening to network radio. 3. Your lead story, "Radio-Active'57." .^n excellent story-in-depth of the medi- um's current status. 4. Beech-Nut's use of radio. Well written piece on how national adver- tiser is using radio. F. Keith Trantow Supervisor, Network Policy NBC The first issue of u. s. radio just landed on my desk. The "Shoestring Sell" article on Wedgewood's use of radio is particularly interesting and full of useful information. Would it be possible for you to send us 100 reprints for our FM sales staff? Clark Kelsey Promotion Mgr., KEX Portland, Oregon It appears that for this first edition, from the "Airwaves" to the ads, each member of what has to be an excellent staff, has done a wonderful job. Edward J. Breen Breen and Ward N. Y. C. Congratulations on your first issue of u. s. RADIO. You have spawned a very lusty baby that shows every promise of growing up fast. Joseph T. Connolly Vice President. WCAU Philadelphia In this initial issue I am delighted to see that you have . . . support from so many of radio's leaders, happy also that . . . John Blair 8: Company is among them. More power to you and your fine group of associates. Paul Blakemore Director of Advertising John Blair & Company Have just read through your first edition of u. s. radio. This is the first magazine in years that I have taken the time to read from cover to cover. Fred Webb Manager, WMFS Chattanooga Congratulations on your wonderful new venture and my sincere good wishes for the great success I know u. s. radio will achieve. John F. Box, Jr. Executive Vice President The Bartell Group U.S. RADIO... . . . the monthly magazine for buyers and sellers of radio advertising. It has been predicted that "In 1962 radio alone will be doing $1,4 billion . . . double the current tigure." Radio is the mass medium to reach the whole ot America. U. S. RADIO stands ready to fill the needs of advertisers in their use of radio. An analytical and idea magazine for buyers and sellers of radio advertising, U. S. RADIO devotes its entire ener- gies to this vast field of radio. Articles and features Dn the plan- ning and buying of radio advertising, delving into the whys and hows in the successful use of all radio, are supplemented by regular departments presenting in conc'ise form the news and trends of the radio industry. U. S. RADIO . . . the monthly magazine devoted 100% to rodi« advertising. 10,000 circulation . . . 6,000 copies each month to advertisers and their agencies. Shooting for your budget! Wcue is Number 1 in Alcron! Between 8 a. m. and 5 p. m. daily, WCUE delivers more listeners for your ad dollar than any other Akron station. (In all other periods, just a whisker away from first.)* See your JEPCO Man for details ... or coll WCUE Sales Veep, Jack Maurer, FRonklin 6-7114. '''Cost per thousand study based on Pulse, July 1957 The ELLIOT STATIONS great independents • good neighbors TIM ELLIOT, Premldent Akron. Ohio - WCUE / \A/IC E - P'O voence R • Niitional Ropresentatives The John E. Pearson Co. U.S. RADIO • November 1957 17 What^ new at I WEBC? *NEW EQUIPMENT at ^VEI!(' has all licon r<>plaee(l with till' best availahlc. Our liaiismittiutr oquipmcnt is all IK II' since (»ur clian're to 560 K.C. *'NEW 24 HOUR OPERATION with iinisic. news and pat- ter. Itcsults already i)rove the vahie (»f this exteiidiHl iiperaliitii. "NEW OFFICES < Mir now offices liavi' been ctiiiipleted . . . arranpod for tup eflicieiiey. Visit lis whenever \ini ean. NEW RATINGS Jhinpcr and PiiLse bolh (it/rce. . n, thr Tir'n, Pnrfs, it's WEBC. Xt'w Ani;n>t-Sfi»tcmber Hooper coiilirins August 1957 PULSK to show AVKBC witli more listeners than all other Dulnth-Superior radio stations. liatings show steady growth over the past two years, and si ill iroinir uj). 'I' '*^^', ;^^ WEBC )h 560 kc 5000 watti FIRST IN DULUTH & SUPERIOR Rep George P Hollingbcry Company 18 U.S. RADIO • NOvcinlKT 1957 HARD SELL brandN^ame MAJOR CLAIM U. S. RADIO • NOVEMBER 1957 agency men sound off: Hard Sell and Soft Sell Agency Executives Give Pros and Cons On These Commercial Approaches "ED MAHONEY, vice chairman of the crea- tive board and vice president in charge of radio-+v, Cunningham and Walsh, translates soft sell and hard sell radio commercials into the visual terms shown above. "Soft sell," said Mr. Mahoney, "usually expands one or more ingredients of the hard sell commercial (in this case the reason why). But since there are many possible variations you should not try to restrict yourself to any set formula." A feud which in recent years years has stirred up much controversy among agency men seems to be burning itself out. It is difficult today to find an agency spokesman -who is ^villing to stand up and be coiuited on either side of the familiar hard sell versus soft sell scrap. Not only do agency men refuse to defend one sales approach against the other, but there is a surprising reluctance in some quarters to accept the two techniques as separate and distinct means to the same end . . . moving the client's goods. AV'hen asked to define hard sell and soft sell, John Esau, radio-tv copy chief for N. W. Ayer &: Son, said, "I would like a definition, too. The labels hard and soft sell have been used and misused so much that they no longer have any specific meaning. They are an advertising cliche that gets in the ^\av of the U.S. RADIO November 1957 19 Hard Sell (Cont'd.) THE CREATION OF A COMMERCIAL: BBDO CHOOSES MUSIC FOR "ZEREX" * 1. TO EXPAND AUDIENCE this fall Du Pont's "Zerex" anti-freeie will concentrate on spot radio using new jingle. Decision is being nnade by group above (left to right) Arnold Leo, radio-tv copy group supervisor; Art Bell- aire, vice president in charge of radio-tv copy; Bill Hurst, copywriter; Wells Newell, account eiecutive, and Joe Hornsby, jingle writer. 2. WORDS AND MUSIC get together through efforts of jingle writers Joe Hornsby and Ben Allen with an assist from Bob Davis (behind piano). Davis is the manager for the "Honeydreamers," vocal group that was se- lected to do the recording for "Zerex." 3. THE HONEYDREAMERS RECORD the brand new jingle while BBDO executives look OT from inside control room. Singing the jin- gle (left to right) are Kevin Gavin, Marion Bye, Bob Davis, Nan Green, and Bob Mitchell. (oiiiiiioii aim . . . clicnixc selling." Robert Kirschbauni, vice-presi- dent in (harge of radio-tv copy, Grey Atlvertising, said, "I would hesitate lo try to dcfnie hard sell and soft sell at this point in the development of radio. There is no longer the (lean ( ii( line ol (Iciii.ik iition iIkiI iheie iisid to l)c in ( oiiinieK iais on the air. It would he lough to listen to a coinniercial antl have to classify it as exclusi\elv hard or soft sell." Do's and Don'ts \\'hile no one interviewed woidd support either s;des school exdus- i\elv. each agency executive ex- pressed definite views on the do's and don'ts of siucessful selling in lodavs markets: • Ml. Kirschbauni said research is one 1)1 the keys to pinpointing audi- ence and (omniercial tedinicpie. • I'd Mahonev, \i(e chairman of Commercial copy samples here illustrate Hard Sell (right) and Soft Sell (below). Ed Mahoney, vice chairman of the creative board and vice president in charge of radio-tv, Cunningham and Walsh, trans- lates hard sell and soft sell into visual terms as expressed in the illustrations on preceding page. MUSIC UP AND UNDER GIRL (Sleepily) Morning, you brute. (KISS) Honey, I want to make your mornings even nicer. I hate to see you coming in to breakfast unhappy after raking your face with that old razor. I'm going to buy you one of those new Evenharp Schick Injecfor Rotors, MUSIC UP, THEN UNDER They give you LightTouch shaving . . . shave your whiikeri, not your face . . . and I love your face . . . MUSIC UP. THEN UNDER It only costs a dollar, but they give your dollar back, or even bettor, $1.46 worth of blades free. So I'll buy you one today, my sweet ... an all-new Evorsharp Schick Injector Raior. . . . Hurry home. MUSIC UP AND OUT ANNCR: BRISK FLUORIDE TOOTHPASTE starts instant action against tooth decay — even If you brush in a rush! GIRL: TOOTHPASTE . . . TOOTHBRUSH COY: TOOTHPASTE . . . TOOTHBRUSH MUSIC GIRL: WHEN YOU ARE LATE AND IN A RUSH TO CLEAN YOUR TEETH ... DO YOU REALLY BRUSH? BOY: OR DO YOU JUST . . . BRUSH IN A RUSH? GIRL: BRISK HELPS PROTECT YOU FROM DECAY STARTS INSTANT ACTION BOY: RIGHT AWAY! BOTH: EVEN IF YOU BRUSH IN A RUSH BRISK FLUORIDE TOOTHPASTE! ANNCR: You should brush your teeth thoroughly but when you have to brush in a rush, BRISK FLUORIDE TOOTHPASTE starts in- stantly to fight tooth decay. BRISK actually helps strengthen tooth enamel Instantly ot contact! And BRISK Instantly des- troys most bacteria that cause mouth odor and decay. For instant action . . . oven if you bruih ir) a ruth, get BRISK FLUORIDE TOOTHPASTE. GIRL: BRISK HELPS PROTECT YOU FROM DECAY STARTS INSTANT ACTION BOY: RIGHT AWAY! BOTH: EVEN IF YOU BRUSH IN A RUSH BRISK FLUORIDE TOOTHPASTE! 20 U.S. li tnio \i>\(iiil)ei l'.>."i7 BBDO's best brains produce a commercial in the new advertising tradition lf ... words and music designed to sell hard in the soft manner 4. KINKS ARE TAKEN OUT as tape is checked and edited by ( le-ft to right) Ben Allen, John Dean, BBDO radio producer, Joe Hornsby, Tom Nola, engineer, and Bill Hurst. 5. COMPLETED COMMERCIAL SOUNDS fine to (left to right) Wells Newell, Art Bel- laire, Joe Hornsby and Ben Allen. Client will hear disk for the first time on following day. MR.8! GROUP (SINGING) ZZZZZEREX protects with MR-8! ZZZZZEREX protects with MR-8! SOLO (KEVIN GAVIN) What makes ZEREX ANTI-FREEZE so great? SOLO (MARION BYE) GROUP MR-8! ZZZZZEREX by Du Pont with MR-8! Is anti-rust, anti-acid — won't evaporate! SOLO (KEVIN GAVIN) And what makes ZEREX ANTI-FREEZE so great? SOLO (MARION BYE) MR-8! GROUP MR-8! ANNOUNCER It's the MR-8 in Du Pont Zerex that makes the big difference in anti-freeze today. ZEREX anti-freeze will give your cars' cooling system unequaled protection against acid, rust and corrosion all winter long — and it won't rot radiator hose. Zerex, the premium permanent- type anti-freeze, is made and backed by Du Pont . . . your guarantee of quality. GROUP (SINGING) ZEREX by Du Pont with MR-8 Is anti-rust, anti-acid — won't evaporate! SOLO (KEVIN GAVIN) See your dealer — and make a date! GROUP To get ZEREX— with MR-8! the (re;iti\e Ijoaid and vice president in charge of radio-tv, Cunningham and Walsh, said that both hard sell and soft sell do have their legitimate place in modern advertising, but that the agency must be flexible in using them. • Dr. Tibor Koeves, vice president, Institute for Motivational Research, Croton-on-Hudson, New York, con- curred in Mr. Mahoney's views, and added the Institute's findings on the psychological reasons behind the ef- fectiveness of hard sell and soft sell. (See below.) • Joseph Stone, vice president, J. W^alter Thompson, deplored the bad taste of many hard sell commer- cials, and blamed their continued use on uninformed clients. • Arthur Bellaire, vice president in charge of radio-tv copy. Batten, Barton, Durstine &: Osborn, pointed up the importance of adapting com- mercials to the changing needs of the client. Crowing Role of Research Mr. Kirschbaum attriljuted the bliuring of the line between hard and soft sell to the erowins; role played by research in advertising today. He pointed out that "before research we flew by the seat of oin^ pants. If a product sold at the moment that was all we wanted to kno^v. Now there is no more guess \\ork to knowing the type of audi- ence you are tning to reach Avith a certain product. The guess work lies in what to do to sell the product to that particiUar audience, and pre- testing is taking the guess work out of that." Mr. Kirschbaum said that research has shown that you cannot reach and sell most audiences today by using either hard or soft sell exclusively. Vou nuist tailor-make vour com- mercial to yom- audience, which very often will necessitate a combination of the two techniques. Mr. Mahoney agreed that hard sell and soft sell are "relative tenus depending on the product and the |)roblem." Mr. Mahoney mentioned that impulse, often loA\-priced prod- ucts like chewing gum frequently lend themselves to the high power pitch. On the other hand, heavv industrv or expensive goods to which the consumer must give considerable thought, often employ low pressure techniques successfully. Dr. Koeves, agreed with Mr. Mahoney that hard and soft sell ^till have validity as both terms and ap- proaches to selling. He defined hard sell as "an overstatement . . . the direct and often repetitious hammer- ing home of each point." Soft sell, he said, "is understatement. It is modest, sparse and reticent." He revealed that research done by the Institute has shown that the effec- tiveness of hard sell rests on four major psychological points: The Reasons Why 1. It promises emotional excite- ment. 2. Hard sell provokes the desire to own or use a unique or outstanding product by playing upon the listener's desire not to be left out of a good thing. 3. It relieves the consumer's misery of choice by offering him the best in the field. 4. By fulfilling the first three func- tions, hard sell tends to oHiterate the image of competing products. (Cont'd on p. 49) U.S. RADIO • November 195^ 21 Total Budget To RADIO Pacquins — Silk 'n Satin — Ben-Gay Abandon Other Media For Second Year H loi ilif sttoiul MKcessive J \r.ii riionias Leeming & Co., h Inc., makers of Pa((jiiiiis, Silk 11 Satin and disiriljulors ol Ben-Gay, is pourinj; into ladio its entire achcitising Ijiidget. tstiniated at $2,500,000. According to Charles F. Jnnod, general sales and advertising man- ager for Leeming's, "We fonnd that radio was cheaj), and gave us tlu' frc(|iRncy we were after. We decid- ed to go whole hog into radio and out ot print last year. We're doing the same thing again this year. The results sjx-ak for themselves." Donald L. Carter, account execu- tive lor Leeming's agency, the Wil- liam Esty Company, said that they are running a spot radio campaign using 276 stations in 187 cities across the nation. The P;kf(iuiiis l)uv l)egan October 21 and will (ontinue for six months. .•\ccordin,n to .\dlai S. Hardin, vice president and a((ount supervisor at Esty, "We cover all areas in the U. S. except for two counties. We reach nearly everyone who owns a r.idin. using a minimum fretpieiKV of 25 spots per week per station." This is approximately the same schedule used last year, with ihe spots about evenlv divided among tin three pirxhu Is. 1 lie mcasuie ol the buy's success last year was taken by John O'Con- nell, assistant to Mr. [unod: "We've had a very favorable trade response," he said, "and, if consumer mail is an indication, we had four times more leiicrs last year than we usu- ;i!ly have." Esty Buys Daytime Radio Esty i)u\s daytime spots for Ltem- ing, and wherever pcissible they jire- ler to air their commercials on news shows or to have them done bv local personalities. "Prior to last year," Mr. O'Connell said, "our major advertising efforts had been in Sunday newspapers both in the comic and supplement sec- tions. We were proud of our high leadership which had ccjntinued for many years. .And our sales had shown steady growth. "We used this medium well, and our only reason for considering a change was that we felt we had been there too long, and consumers were ■ucepting us as a matter of course. Ihe recommendation for a switch came from Esty," Mr. O'Connell slated. "All media were looked into and tv, our first choice, had to be dis carded because of cost, as did claih iu\\spapei s. We needed m.iss < o\ eiage. Radio did not offer us this coverage on a limited scale, so we had to go into it with no resena- tions." Mr. O'Connell explained. "We found thai i)\ l)u\ing on what we considered to be a satura- tion basis, cost became low and fre- cjuency so high that we were bound to hit all families that listened to i.idio at all sometime during the week." Mr. O'Connell pointed out that Leeming confined itself to a winter campaign because their research and their sales have shown that women do not buy hand cream or lotion during the summer months. Ren- (.ay sales dicjp in the summer, too, of course, because colds do not occur IS oliei). Ben-Cay Sold Differently from Silk 'n Satin I 111 sales approach to the coni- nurcial cop\ dilfers from product to produc t. Ihe Iien-(iav co])v is "Sim- ple and straighlfonvard," according ti, Esi\s Don Carter. There are no gimmicks, and one announcer usu- .illv reads a factual message. 'We believe, however, in a basic soft sell," said Mr. Carter. "We don't use hii;h pics>nie methods." Two cniiielv dilfeient appeals are us«cl loi P.i(C|uins. a cream, and 22 U.S. /,' mio \iivcml»cr I9.">7 Silk "n Satin, a lotion. AVhile both aid skin beauty, Pacquins is pitched as a utilitarian, indispensable reme- dy for women who work with their hands. Here is a typical commercial for Pacquins: You know how people will start talking when they're waiting for a bus. Well, that's how I started talking to this nurse the other morning. I don't remember how we got on the subject of hands, but what she had to say was pret- ty interesting. I never stopped to think about it before, but she said a nurse's hands really take a lot of punishment. She said their hands are in disinfectants and wa- ter sometimes as often as fifty times a day. So it really interested me to find that she and many nurses use Pacquins Hand Cream to keep their hands soft and smooth. I never knew there was anything so special or different about it, but she told me that nurses prefer Pacquins . . . be- cause Pacquins was originally made for doctors and nurses, and that's why it's so rich, and is even heal- ing for sore, cracked skin. Well, I said, no wonder you nurses rely on Pacquins. Oh yes, she said, in fact there was a survey just re- cently that showed more nurses use Pacquins than any other hand preparation . . . cream or lotion. And I'll go along with them, be- cause I've been using Pacquins ever since I talked to that nurse, and my hands feel smoother and look better than ever. In 1928, according to Leeming's Mr. Jiniod, Pacquins was sold to the public for the first time. Originally made for doctors, dentists and nurses, Pacquins was so satisfactory that the patients who had heard about it be- gan asking for some themselves. Pacquins Commands Brand Loyalty "Once we get a ctxstomer, we tisu- ally keep her," said Mr. Junod. "We find great brand loyalty tor Pacquins. In fact, Leeming's does half the hand cream business in the country, and ^ve rely on quality to sell our products." The name, Paccjuins, appeared for the first time ^vhen Leeming's was preparing to launch it on the pub- lic market. Someone said, "Let's get a winning package," which was soon translated into "Pacquins," after a French twist had been added. Silk 'n Satin, a more recent addi- tion to Leeming's beauty line, is approached on a glamor basis . . . whereas Pacquins is sold as a neces- sity no woman can do without, Silk 'n Satin is marketed as a luxury every woman can afford. Here is a sample Silk 'n Satin radio commer- cial: Chant: SILK 'N SATIN! Now you can satinize every inch of skin with this softening lo- tion— Silk n Satin! Woman: With Pacquins' Silk 'n Satin you can satinize every inch of skin. Chant: SILK N SATIN! You'll see new youthful beauty from the lanolin in this soften- ing lotion^Silk n Satin! Woman: Your skin begins to wake up when you use Pacquins' Silk 'n Satin. You'll see how it drinks in this soothing, soften- ing lotion — so rich in lanolin. And more than lanolin — Pac- quins' Silk n Satin lotion con- tains a humectant to refresh and moisturize your skin. No wonder it satinizes. Chant: SILK N SATIN! Whether the counncrcial is Silk 'n Satin, Pacqtiins, or Ben-Gay Leem- ing's faith in radio last year paid off so well that they're going back for more of the same this season, to the exclusion of all other media. In the words of John O'Connell: "We think we've got something." • • • U.S. RADIO November 1957 23 X-- i^f "i^f*" S-i "• 5' iia «**b iV- sf^ the shoestring sell: Waverly Bolts to Radio Radio Expenditures Increased By 50 °o During Past Two Years . . . 80°o Of Budget Now Goes To Radio 21 I'.s /; iDio • Noxdiilxi M»^7 Client' and agency representatives who spearheaded Waverly's switch from print to radio. Two years ago Waverly Fab- rics, a division of F. Schu- macher & Co., was spending approximately 30% of its advertising budget for radio. Today the firm allocates 80% to radio, a phenome- nal 50% increase. Out of a total appropriation of $500,000, a whop- ping 1400,000 is earmarked for ra- dio. The switch to radio has resulted in increased sales for Waverly, a new source of revenue for local stations, and a financially feasible way for the retail stores to use Waverly's adver- tising allowance. Previously, Waverly had been using radio to a limited extent on a regional basis, with the rest of their money going into the printed media. The big change-over came when the firm awarded their account to Ehr- lich, Neuwirth &: Sobo, Inc., a me- dium-sized New York agency. Norton H. Sobo, a principal of the agency and account executive for Waverly, said that the agency's de- termination to swing the budget to radio was based on these conclusions about the medium: • Radio is local • Radio is a primary medium • Radio is a merchandising me- dium. Switch From Print All of this added up to the switch from print. According to Mr. Sobo, "There is nothing like radio's local approach. What magazine has its hot little hands on the local level? They offer only a very institutional support to advertising. Radio is lo- cal and is pmely merchandisable." The spectacular results achieved by the move to radio have delighted Waverly's top brass, who give all the credit to the agency. "We've never seen. an agency get more out of a modest ad budget ($500,000) ," said Edwin H. Bostick, advertising mana- ger for Waverly. "One of the problems that had to be licked \\hen A\e took over the ac- Edwm H. Bostick, advertising manager for Waverly Fabrics. count," Mr. Sobo said, "was that Waverly was offering money that no- body wanted. They were allo^^■ing five cents per yard credit to the re- tailer for advertising. But \Vaverly couldn't give the money away. "Five cents didn't begin to pay for space in newspapers, especially in bis: cities. Little stores didn't buv enough yardage for the five cents to mean anything. Figure it out . . . 500 yards would bring a credit al- lowance of $25.00. With our radio plan, the money is buying some- thing," Mr. Sobo said. Not only is Waverly happy about its increased sales, but so are the local stores who have finally found a Avorkable ans-\ver to the problem of making their five cent advertising al- lowance pay off. Stations across the coinitry are ap- plauding Wa\erly's precedent-mak- ing use of radio, because they feel it opens up a whole new source of revenue for radio . . . the fabric industrv. Norton H. Sobo, executive on the Waverly account at Ehrlich, Neuwirth & Sobo, Inc. In July, 1956, Waverly bought seven weeks of ten announcements on NBC's "Monitor." Before the seven weeks were up they bought six more to complete a 13-week cycle, and then put in an order for an- other 13 weeks. Along Avith the network spots, ten second adjacencies were made avail- able to NBC's affiliates for sale to local stores. With helpful hints from Ehrlich, Neuwirth & Sobo, they suc- ceeded in selling a total of 13,000 spots to 2,376 department and spe- cialty stores all over the U. S. Stations Sell Stores George Graham, director, NBC radio network sales service, ex- plained the high local sales record this way: "Stations weren't just go- ing to go o\ erboard for the net\\ork show alone. We had to give incen- tive to the stations to make them care. By showing them how to sell the local stores we, through \Vaver- (Cont'd on page 26) f/. 5. RADIO November 1937 25 WAVERLY Contd) Ray Goulding and Bob Elliot will alternate new Waverly spot series with Fibber McGee and Molly beginning January 24 on NBC's "Monitor." ly, mack- llif uliolc l)ii\ \n\ .iitiac- livc to our affiliates. "W'c showed the stations how to .t;ti to ilic stores. A (oinprchensive inerchaiKlisiii}^ and promotion kit was sent lo everv station, pointing lip the nclwork siation-retailer liai- son. "SinijjJe tips siu h as telling the station how best to approach the store were incorporated," said Mr. Graham. "The role ol the head buyer in relation to the advertising manager was pointed out. We showed liou the store buyer deter- mines the advertising j)oliry for his department." .Stations arranged dosed circuit broadcasts for the store executives who, by invitation, gathered in the office «)! the local station's general manager. In this way Waverly and the stations presold the stores on the ( ampaign. liiiilici pre selling was done l)\ station particip.iiioii in store sales meetings, where the whole story was told in sf)ini(l bv the talent doing ^Vav(•rly segmcnis. "IMeselling ihe (amp.iign at the lo( d level to the stations. ih< stores. and ilie \\'a\cil\ salesmen jiaid off. The actual broadcasts are the third step in a one-two-three barrage," ac (oiding to Mr. Ciraliain. Waverly Buys 'Monitor' .Starting on Januai\ 1, I*I.")H, Wav- erly is buying a total of 20 five min- ute vignettes on "Monitor." There will i)e ten on Saturday, ten on Sun- day, alternating between liob and Ray, and Fil>i)er MtCiee and Molly. The talent will do skits and inte- grate the commercials. The copv has been set ii[) to embrace a timelv and topical theme to sell \\'averlv fabrics. Ihe whole pilch will ceiilei around the need lor a 'return to iii(!i\ idii.ilitv." Picking up the widely discussed tiencl to confoiniitv bv Americans, the co|)\ will emphasi/e that every household cm be different in its home dec oration ii\ \iiliH' ol llu manv p.iiuiiis oikit-d bv \\ averh Fabi ii s. "Ihe appeal," Mi. Ilosiick siicl. "is that every home c.in and should l>e tailored to the individu.d l.imiK instead ol diiplic .iiing the neigh- bor's. Kii)i)ei .McGee and >folly, liob and Ray will talk about how cars, houses, and neighborhoods have the same, undistinctive look. They will show that a non-conformist, per- sonali/ed home can be achie\ccl 1)\ a difference in decoration." The (onnnerc ials will not single out an\ patterns. Gustomers will be urged to see the W'averly selection at the local store. "In essence, the local store is spon- soring the entire vignette as far as the listeners are concerned." Mr. liostick said. M.inv stores aie so excited bv their I. alio jiaitnership with W.nerlv th.it ilu\ are undertaking on their own to Use elevator cartls and wintlow displavs which advertise Waverlv on i.idio. R.idio's solution to \\.i\erly's ad- vertising problem is being closely w. lie bed bv the rest of the fabric con- cerns, manv ol whom ha\e indicated tli.it radio mav holt! the answer for iluin. Gillistran Garpets is sure of ii. \IU. icpoiis. lor thev are going to appiv the \\'a\erlv plan them selves begiiiniiiv; next M.iich on "Moniioi . " • • • 26 r. s Ii inio N'oNC'lllllCI I'l'lT On Taking Editorializing Survey Shows Some Results And Many Reservations There are four distinct preju- dices against editorializing on the air harbored by local radio stations — but they have not proved valid where editorializing is actually in practice, according to a u.s. radio survey. Stations ^\•hich do not editorialize —and they are the great majority- list the following reasons (in order of frequency): 1 — Fear of antagonizing segments of the audience or advertisers. 2 — Lack of time and highly trained newsmen. 3 — Worry over granting equal time to anyone with a diverse opinion. 4 — Belief that it is not their job. ("Too much work." "The wire services cover the news very nicely." "Our job is entertain- ment.") Of the stations which favor edi- torializing, some limit their opin- ions to crusades for civic betterment, but most claim the right to speak out on any subject. One of these, ^\^\DS, Ansonia, Conn., covers "lo- cal, national and international" is- sues "because people want to kno^v our opinions. We have had no ad- verse reactions from sponsors— just comment. The general public's re- action is excellent. People call and write us asking us to take a stand on certain issues. They listen for WADS editorials." Wide Area Stations are editorializing today on everything from delinquency to defense, high schools to Hoffa, poli- tics to playgrounds, streetcleaning to "Sputnik." One station manager, more conservative, says he has come out "against sin and for mother- hood." But in the wake of the recent up- surge of interest in editorializing, spotlighted by Oregon Governor Robert D. Holmes' statement last month to the Region 8 XARTB conference that "political eiuiuchs are scorned; scorned by legislators, scorned by your listeners and view- ers," many stations still think the price is too high. WS\'A, Harrisonburg, Va., sums uj) its stand tersely: "With the mixed population we have, certain aspects of any editorial matter ^.•ould not sell well." Similar situa- tions are reported by KMHT, Mar- shall, Texas: "Too reactionary in this market at this time," WYTI, Rocky Mount, Va.: "The ne\\'S])a- per here has received considerable criticism since this is a small town. We have stayed away from it, since we want to entertain, not criticize," and KLGN, Logan, Utah: "A small station with a small staff in a small U.S. RADIO November 1957 27 ON TAKING SIDES "A;* a iirlMork wv not takr an editorial puHition. How- rxrr. «'«>in|M't«'nt n«•>^snl«'n and coninu-ntatorH ar«' rntillrd to exprcps an opinion as lon<; as it is lalndt-d as surli. W »• feel a man is coni|ietent who (1) is trained in the phase of the news with Mliirli lir is d«-alinrial acti\ities to the coninienlators we place on our daily hr<»adcast schedule, who are men. clearly laheled as editorialists, and 4-an he scheduleil or rejected from their schedules h} our aliiliates. Phe ov>n4>rs and 4»perators of these stations have the final word in what they will not have transmitted over their facilitit's." Norman Boer, MBS director of news and special evonts. community c;iii find iisc II in ilic Iiot scat' with the public." "Advcniscrs have points ol \ lew, too," WW IH. Tampa, points out. "To disagree wiili them and have a spot next to the point ol view they don't like, iisiiallv kilK ofl the golden egg." .\nd Iroin WlUi.K, Pitisfield, III.: "It's a little more diHi- (idt to editorialize in a small market l<»i icasons with uliidi anyone who lias lived in a small town is tlior- ougliK limiliiii " Shortage of Commentators A gie.il niajoiilv ol the stations Irankly adnnis that one ol the rea- sons lor not airing ediloiials is the l.uk ol highh tiained < onnnenlalors. "Kdiioriali/ing demands s< ope and insight lar beyond regnlai news re- porters" (WQIW. Moline, III.). "Kdiioriali/ing recpiires a great deal ol lime and prepaiation not avail- able to SMI. ill iniikct si.iiions with limile.l si.ilh ' ( \\ I l\\ . I.iiificld. III.). Rl'DN. I'ampa. lex.: \ small opci.it ion such :is ours does not have personnel lor editorializing. An edi- (ori.d nuist be done bv authoritv. Ibis takes ieseai(li and e\|)erien( e." K' II . Ilitimi.i. I .1 "W (• woik Willi .1 sniill but (ompetent staff, and since iliuies are doubled there is no time for preparation ot editorial type news." Of course, theie are the stations which just don't believe in editorial- izing. WDV'A, Danville, Va., says, 'AV'e present the facts of the news; our job as a medium is to report, not to attempt to inlluence opinions." And KRM(;. liilsa. which has had "acherse reaction fiom the public " to editorials, feels that people "want the news reported factually. " "Our job," WMI'S. Clhattanooga. agrees, "is enieilaimnent. inlorma- tioii and education— not opinionated c;! slanted views on any subject. It is the individual's right to make up his own mind." WARM. Sciaiiton. concuis: "We ojjei.iie lor the pur pose of disseminating news — not in- tciprcting it. Our lisiencis prefer to di.iw tlicii own (onclusions, and we piclc'i not lo iii.ikc up llic'ii minds loi lliciii." Helpful to Community r>ul do i.ulio c (litoi i.ils "lu.ike up their minds lor them?" Not neces- s.niK. s,i\ ihc si;itions that ha\e liiccl lluiii In 1.1(1, the discussion ( .mscd b\ ilic piogi.ims. accoidiiig to ^V|()H. Hammond, Ind., "is defi- nitely hel|)ful for community life." "The public likes nothing better," says K.I)VL, Salt Lake Caiy, "than to call or write a station, either object- ing or lauding recent broadcasts. .\ slate of ;ipathv generally exists here— until we bit home on a par- tic ulai subject." In more than eight years of edi- torializing. W.W'Z. New Haven, has "accpiiicd a deeplv rooted reputa- tion as the conscience ol the cc^m- iiiunitx . 111(1 IS the s|)arkplug to get tilings done." D.inicl W. Kops in- loimed an .\AR I li conference in Schenectady, N. V., last month. "When we began editorializing two \c.iis .igo." liin Llliot ol WC.l K. Akron, told i . s. radhi. "we had ;m excellent re;iction Irom the |)ul)li(. :illhough wc h.td thought we'd be p;tiinecl. We c\en endorse c .indid.itc s and issues in local and state elections wiiboui .in\ scpiawk ivom the p.ntics. rh.ils prob.ibly bcc.iuse wc screen c.indid.ites and i-sucs on their individu.d merits l.cfoic checking the party lal)cl." Here arc some other typical re- actions to r;idio cditoi i;ilizing: KPQ. Wen. itc lice. W.ish.: "Ihc public, thinks mole ol iis li pioxis ili.u we L'H I'.S. /i inio NoMiiiluT 1957 "We reserve the right to eclitorialize and consider that the individual stations shouhl have tlie right to editc»rialize. "Vie give the Midest latilu:J^' Small, Compact Cartridges Of Recorded Commercials ''Sell Sound With Sound" But Are Almost As Small As A Cigarette Pack his woik. Typical is this excerpt from a message by J. Clark Matti- more, vice president of Kenyon and Eckhardt, on the "Pepsi Please" campaign: "On the basis of our success let me assure you that I, for one, am con- vinced that radio lends itself to the type of merchandising that can cre- ate fabtdous excitement both among consumers and among people in the trade." Airline Success And an airline contemplating a switch to radio could hear John Keavey, former domestic advertising director of TWA, saying: "Generally speaking, our reason for wanting to invest in radio is that w^e feel it is the all-persuasive medium which is with its audience day in ;ind day out." Accompanying the Message Re peater in many cases is a Vue-Graph slide projector which adds a picture presentation to the tapes. The Vue- Graphs are also used in regidar RAB "radio basics" talks and special 45- minute special suV)jects presenta- tions. • • • '^iiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ Some categories and advertisers with commercials in the RAB's library APPLIANCES Wearever Aluminum Hallite Caloric General Electric Maytag Motorola Westinghouse Phiico Electric Institute AUTOMOTIVE Dodge Ford Nash Plymouth FOOD CHAINS Acme Bohack First National Food Fair Atlantic & Pacific Clover Farm National Tea Kroger I. G. A. Safeway Colonial Thrlftway ZInks O. K. Fairbanks Barber Handy Piggly Wiggly AIRLINES Eastern TWA United Air France KLM American Western Northwest Orient BOAC Lufthansa Pan-American CIGARETTES Camel Cavalier Chesterfeid L& M Taroyton Hit Parade Kool Viceroy Regent Parliament Old Gold Lucky Strike Pall Mall Philip Morris Winston Spud Oasis Newport Salem Marlboro Kent FOODS Arnold Keebler Sara Lee Pepperidqe Farm Beech-Nut Coffee Old Judge Coffee Nescafe Levy's Bread Spry Diamond Salt Franco-American Spaghetti Sterling Salt Cadet Dog Food Chiqulta Banana (United Frui LaRosa Pizia Pie Easy Glamor Cleaner Cut-Rite Wax Paper Waldorf Tissues Scott Paper Products Super Suds Chock Full'O'Nuts George Washington Coffee Hills Bros. Coffee Wilkins Coffee Birds-Eye Foods Merkle Meat Products Sunshine Bakeries Hydrox Cookies HI Ho Crackers Good Humor Ice Cream Hagan Ice Cream RAILROADS Southern Pacific BEER Rheingold Schaeffer Krueger Falstaff Knickerbocker Jax Pearl Olympia Hensler Bavarian Miller's Hamm Goebel Stroh Burgermeister Blati Pffeifer's Piel's Rainier Budwelser Schlltz Ballantlne Pabst National Bohemian Drewery's DRUG CHAINS Walgreen Peoples Owl Cohen CIGARS Dutch Master White Owl DRUGS & COSMETICS Ben Gay Listerine Paquins Pepsodent Barbasol Johnson's Baby Oil Colgate Noxiema Bronztan Old Spice Coty SOFT DRINKS Canada Dry Squirt Cott's Beverages Grapette Good Humor Beverages Hires Root Beer Schweppes Coca-Cola Pepsi Cola Royal Crown Cola 7-Up Sparklets GASOLINE Gulf Mobilgas Tydol Sinclair Texaco ^rlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllinilllllllllllll^ U.S. RADIO November 1957 31 focus on radio ai§)r WILD ANIMAL PROMOTION for Bostons WILD draws crowds to watch this lion who apparnrly has a large sweet tooth devour ice cream in a downtown street. A Quick Glance At Those People, Places And Events That Have Made News Around Radio-Land NOTHING DOES IT like 'Total Selling." Seven-Ups Ben H. Wells tells Broadcasters' Pronnotion Association at Chicago. The vice president for sales and advertising spoke on "How To Gear Advartising To Total Marketlnq." WERE FOR SAFETY in Cleveland as station WERE, with the help of Patrolman Donald Ruch of suburban Bay Village, distributes "safety pumpkins" for young- %*»rs to put on trick or treat bags. Thoy reflect lights of oncoming autos. yi U.S. A' IDIO • NomihIki 1<>57 THE PLANE FACTS are gathered by K-PAY's "Flying Stagecoach" over Chico, Cal. The four-place Tri-Pacer joined in with other searchers recently seeking a lost child. i^^^OGO^ TWO STATION PURCHASE is agreed upon by Herbert E. Evans, left, vice president of People's Broadcasting Corp. which made the purchase, and Gen. Luther L. Hill, president of Cowles Broadcasting Company which sold stations WNAX, Yankton, S. D., and KVTV, Sioux City, la. DREAM HOLIDAY CONTEST over KONO, San Antonio is kicked-off by (left to right), Marcus Cohen of Wolff and Marx department store, Bob Johnson of Brooks Advertising Agency, John Kimberly of W&M, Jack Roth of KONO, and, seated, Norman Netter, president of W&M. Exten- sive saturation campaign of 45 days will employ over 1,400 announcements. THE SILVER ANNIVERSARY of their association Is marked with engraved plaque by (left to right) H. Preston Peters, president of Peters, Griffin, Woodward Representatives; Thomas K. Barnes, general manager WDAY, Fargo, N. D.; and Russell Woodward, executive vice president PGW. NEW BROADCASTER' PROMOTION Association officers elected at recent Chicago meeting are (left to right) Charles A. Wilson, WGN, Chicago, first vice president; Montei Tjaden, KWTV, Oklahoma City, second vice president; and Elliott W. Henry, Jr., ABC, Chicago, president. U.S. RADIO November 1957 33 THERE'S IL SOUN^D DIFFERENCE AUDIENCES BIT Support the Ad Council Campaigns ON IRTBC Over WBC, music is programmed with care, with skill . . . yes, with real art. Because it is a fresh, new art — the way WBC deejays serve up the records that keep listeners listening. No run-of-the-mill record spinners. They're all distinct personalities, each one with a distinctive popular appeal. And, what's all-important — with a following! A big, tune-happy following! To get their ear, to prove that No Selling Cam- paign is Complete Without the WBC Stations, start caUing A. W. "Bink" Dannenbaum, WBC VP-Sales, at MUrray Hill 7-0808 in New York. WESTINGHOUSE BROADCASTING COMPANY, INC. BADIO BOSTON. W6Z+W8ZA PITTSBURGH. iDJa CLEVELAND, hyw FORT WAYNE. WOWO CHICAGO. WIND PORTLAND. KEI BOSTON. W6Z IV BALTIMORE. w)2 IV PITTSBURGH. KOHA.IV CLEVELAND. nw.Tv SAN FRANCISCO. Jfix WIND -epreie^ted by AM fiodo Solci IVJZ IV .ecxiintcU b, BlO.r.IV crisis means to you, write for a free book- ; let to: HIGHER EDUCATION, Box 36, ' Times Square Station, New York 36, New York. HIOHCIt CDUCATION SjioiiHond (in (t fnihlic sririrr, in cooperation irith the Council for Financial Alil tn Eihication V.s i; iDio \ii\1 hometown USA • Local Promotion • Radio Registers • Commercial Clinic ^X^' Local Programming: Innovations, Service and Fun The vitality and flexibility ot radio that makes it an in- creasingly greater value to the local advertiser and his agency was reflected in v. s. radio's first local programming survey. The sampling that the average outlay for programming and talent among stations responding is ap- jnoximately 80.8% of the total budget — with some stations claiming a whopping 70-75% and others re- porting a tiny five to eight percent. Many of the latter stations are new and plan to increase progranmiing expenditures with time. There was definitely "no contest" when it came to the longest running programs used by one advertiser. Overwhelmingly — they were news. Many newscasts have been on the air for more than a decade; at least one for a generation. Far back in second place were music and religious broadcasts, and then women's, sports and farm programs, quizzes and local discussions. The stations were also questioned on subjects ranging from their most- listened-to shows to their newest programs. Regularly scheduled news and music shows head the "most-listened- to" list, with early morning "wake- up" programs close behind. Many stations, however, list women's fea- tures (trading posts, helpful hints, homemaking, telephone quizzes, in- terviews) as the top shows. Other categories mentioned were sports originations, religious hours, mid- night to dawn disc jockeys and edi- torials. Radio Hits the Road "Mobile Radio," "beeper phones" and tape recordings are adding vari- ety and even more immediacy to radio news. In Lake Charles, La., KLOU is "taking radio to the people and out of the studio." WILS, Lans- ing, Mich., goes a step beyond, invit- ing listeners to "call in and sound oft on any controversial subject." In St. Louis, KXOK broadcasts "capsule comments from listeners on all types of local and national sub- jects" during regular newscasts. .\nd WJAG, Norfolk, Neb., has brought back its "Voice of the Street" inter- views, a program that originally ran from 1932-1942. The roving man-on- the street has had "a surprisingly enthusiastic reception from those re- (Con+'d on p. 38) GETTING AROUND TOWN in new Isetta "gadabout," WWDC news director Joe Phipps tests vehicle which will broadcast Washington news first hand to D. C. and surrounding area. U.S. RADIO November 1957 37 HOMETOWN U.S.A. ntd) RADIOTELEPHONE SERVICE begins over KFWB, Los Angeles as vehicles line up for test broddcdst. Participating are (left to right) Robert Hancock, general manager of Bryce Deliv- ery; Robert M. Purcell. president of KFWB; Al Jarvis, KFWB disc jockey; and Ray M. Chaffee, vice president of the Business and Professional Telephone Exchange. KFWB has 135 of these cars. iiif iiihci ill*; the <)!(! 'V'oict' ;iiul tlic iicwti };ciK'i;iti()ii as well." A "hot line" is eniployecl by K.SIH. CJesloii, Iowa, "intcmipting all slu)\\s lor aiiylliing oi local iiilcrest. ' W'liliA, I'itisfiekl, III., semis its man oii-llie-siicel to neighhoriii!:; towns "to build lip listener anil sponsoi interest in those aieas." KX(i\ is "lorj^ettinj; the clock" in (ilenclive, .Mont., I)v "chopping program names and inseriing e\ents as they happen — not just at newscasts." !M(»i>il(> K«-|M»rt4'rH Ihc' I.os Angeles area is c()ml);(l i)y its i.{.") KFWIi "mobile repoitei luiils, sending in news and tralhc in ioimalion via radio-telephone. And WWDC. Washington, has pmchascci .1 hit c-ngine led Isett.i. which "travels aiea streets daily and nightly, l>road( astini; to the Wash ington area .1 liisih.iiid icpoii ol IK ws as it happens. ' W'K.MM. Dc'.ii boi II. j)uis the man on-the street in mr)re precarious posi- tions. On the ".Mystery Smdio," disc jockeys bro.idcast Iroin old sites and mge the audience tc» guess wheit they are. lApical spots: a lion's c age ,it the /oo, the clog pound, the ( oiiiitv jail, the mnsenin. M.ijoi iiniov.itions in locil pio giannning again come in the areas ol music and news. Perhaps a syni- l)olic gimmick is WNOE's, New Ol leans 'Top Flop" lecoicl ol the week. On Fiiday the I)I"s toss it into the Mississippi. This type ol ireatmeiu — il not jjhysically — is being given Roc k n Re)ll by a grow- ing number ol stations. Musir Gets Sweeter KCi.\, .Spokane, has ge)ne o\ci to 'the happy sound — ge)od, lislcnable musie all day and evening. No Roc k n Roll. Top 10 oidv when it's happx,' but not i,iuce)us. Reception has been exiiemelv lavoiablc liom both \oung and old." WHRK. Pittsfield. M.iss.. has started a "|ust Reiiiinise in' " pio- i^iam ol old tunes "to neutiali/c' R.xk n Roll." K A I K. .\lbert I.e.i. Mum., is "hi .idu.illv leturning to lunelul musi( .uul in general awav liom so (.died top 10." WI.RI', New Albain. Iiu!.. pl.i\s "sweet, solid musi( . No hillbilK. No Rock 'n Roll." .\nel WMIX, Mt. Xeinoii. 111., lepoits that liieir "old music libraiv has been completelv (leaied oul ,ind leplaced entiieU with the best hi fi musie ohtainable iii pop. si.ind.iids, .uid easy nuisic ." \\ I \1., .Sjiiinglield. Mass., Ilas"de emphasi/ed vocal selections, tending toward more instrumental music." WDIX;, .\inericus, Ga., features "the jjla\ing ol man\ older tunes and a lessening ol the top' tunes ol The day." WJPG. Green Bay. Wiscon- sin's "tscape" show consists of "fine (juality music liom 9 ]).m. until mid- night," and has pulled "the best letter lesponse ol any program. " imagination has increased the cjualit\ ol public service shows. Iienton, .New Jersey's Wl I .M has a series oi programs designed "to in- ciease interest in higlier education " among high school youngsteis. All college Ireshman Irom the station's area are in\itecl to send in brief dese I iptioiis oi their college lile. I*iil»lie Service Ideas WSl'R. Spiuiglielel, .Mass., has in stalled a lull-time teletype direeih iieel in with the V. S. Weather IWiie.iu liieuiis. .\side Irom luiiiish- ing uj) lo-the-minute weather inloi Illation, the station has installed an unlisted telephone in its newsioom lor the use ol sc h(M)l supei intendents thioughoui the aiea. 'On c|uesiion- ablt moinings," the station reports, "as many as filteen or twent\ calls ate received liom school administra- tors to get the iip-to-tlie-sccoiul opinions ol our weatlier ex|)erts on \\hether or not school should be- cancelled lor the cla\. " In .Seattle. Wash., nighttime disc jockeN Hot) W.ildion is doing home- work o\ei the air "with gieat success — and lormidable conlusion." Wal ilion handles 200 calls per night on his iwo-and-a-ltali hour sliow. an swering some cjuestions himseli uul others l)\ means ol volunteer ex- perts. In .1 more serious vein. WC.M'. Phil.idt Iphia's "Career Forum" se- I ies. A Fitedonis Foundation .\waid winnei. letuined to tlie ail this month lor the thiitctnth consecutixi season. Scheduled lor N()\eml)er are panel discussions on "(iareeis in I eluc .ition," "(iareeis in Missile I ee luiology," "Gareeis in lexiiles," .iiiel "(iaieeis in Nursing." I . s. KAitio's survev shows tli.il the old music and news patterns are, in x.uving degrees, breaking down in local station programming. I he mu- si( is rocking less, and more and mole the news is on the spot and oll- tlie-dot, witli li\e pickups and inter- luptions in the schedule lor impoi- t,nit items. • • • 38 t;,.V. I{ into N(i\(iiil)(r l'.t.'»7 h, HOMETOWN U.S.A. commercial clinic Station Execs Appraise Hard Sell and Soft Sell Aftti listciiiii<>- to agency spokesiiicii souiul off on the relative merits of hard sell and soft sell elsewhere in this issue. V. s. RADIO went after tlie opinions of local radif) stations across the country. Asked to describe the connnercial types they liked best and those they liked least the radio men responded in no inicertain temis. including in many cases examples to prove their point. Those to which they objected loudest and longest are listed below. Most of them fall into the hard sell category. • High pressure pitch, specializing in nerve-frazzling repetition. • Droning of long-winded lists of grocery and department store "specials." • Use of gimmicks and effects that are obvious attention getters and bear no relation to the commercial message. • Jingles with unintelligible words. Commercial types that were praised to the skies usually came under the head- ing of soft sell. • A(\ libbed messages, usually by a local personality in the context of his show. • Light, bright musical spots. • Dramatized connncrcials with two or more voices. Hard Sell Unooouhr .\n overwhelming majority of the sta- tions quizzed indicted the straight, hard sell approacli. .\s one far western con- tinuity director put it. "We dislike the extremely hard sell, go-go-go type. Why? Shouting and shrieking are not onlv hard on the announcer, but also on the listener. In this market they just don't seem to go." He sent the following example to v. s. radio: "Fantasfic? More than that . . . It's fantabulous! Furniture prices have been cut loose like a rampaging freight train. . . . Blank's is the furniture buyin' center of the whole cotton- pickin' Inland empire. . . . Blank's Furniture's fantabulous furniture forceout! Everything that even relates to furniture and appliances slashed as much as 50% now. Blank's Furni- ture's fantabulous furniture force-out. Fifteen slam-bang, nerve-tingling hours ... of amazing furniture buys! Now ... til 9 tonite . . . utterly fan- tabulous . . . name your terms , . . Blank's FURNITURE!" .V program director pinasecl his objec- tions to hard sell this way: "The side- show barker type of commercial sets my teeth on edge. Radio is the informal, easy medium ... a friend talking to a friend. .\n announcer should direct his message tcj one person, not to many." The second largest number of stations responding placed the merchandise-list- ing commercial at the head of their black list. One station manager com- plained, "A grocery store here is run- ning a \ery irritating commercial with two persons comparing prices at store "X" with prices at the client's store. Many objections were voiced on the subject of triunped-up sound effect-., which one staticjn owner described as "weird." .\ promoticjn director from Virginia avoids "commercials that in- volve a loud sound effect that is sup- posed to be an attention-getter, but which has no connection with the prod- uct to be sold." A Floridian summed up this point of view by saying "I hate gimmicks . . . they're frightening!" .A Massachusetts station man laid his pet commercial "hate" directly at the door of the sponsor. .As he put it, "the most dreaded commercial is the one the sponsor whips up all by himself. He's usually \er) proud of it, but apparently hasn't tried to read it out loud. It's filled with difficult phrases, long sen- tences." One gentleman from an upstate New York station would like to see all sing- ing commercials taken off the air, claim- ing that they are "overdone." Musical messages, however, were applauded by most station personnel, even diough many objected to the badly-produced jingle with hard-to-tmderstand words. Ad Lib Praised Again on the credit side, tliere was almost universal hand-clapping for the ad lib. or nd //&-appearing commercial done by a local disk jockey or other program personality. A Chattanooga spokesman said, "My favorite local commercial is one that pemiits us to take the fact sheet and ad lib the sell. This is being done bv only one local sponsor at present and he is really selling merchandise. Personalities can sell better in their own words and style," Commercials ili.il ull a slory in (ha malic or inter\i(vv forma Is came in for ihcir sliare of praise. An Illinois sta- lion mentioned a grocery store that uses interviews with diflerenl employes as tlie basis for its sales messages, high- lighting the fruit department one day, meal ihe next, etc. .S(\cral station men commented on ilic lampoon approach, liking it, but lecognizing that it calls for real talent on the |jart of the announcer or per- SOlKllitN . .\ South Dakota station praised the imagination one of its advertisers used in selling a problem pioduct through the soft sell method. Unusual Approach Works His approach was so successful that he had to pull his commercial after only six broadcasts in two weeks because he was sold out. Three weeks later he tried the same piece of copy witli the .same result. "He's back on now for the third try," said the station spokesman, "and he'll probably have the same experi- ence." Here's the commercial: "The national tragedy of our day is the fact that there are thousands of unmarked graves in the United States and this fact should make each of us ask ourselves this question: 'Am I guilty? Have I been too busy? Have I, too, forgotten to honor the memory of my loved ones?' The Fergus Falls Monument Company . . . the only monu- ment works in Fergus Falls . . . reminds you that monuments were never better than they are today. The yards at the Fergus Falls Monument Company are filled with beautiful designs and types for every purpose and purse. Come in today and make arrangements to mark that final resting place of your loved one with a suitable monument. Spe- cial discounts on markers and monuments are being offered now. Write for our prospectus now. ... Do it while the sub- ject is fresh in your mind. Get the complete details on how little it will cost to mark for- ever the final resting place of a loved one. Write to the Fergus Falls Monument Company, serving those who love and re- member." • • • U.S. RADIO November 1957 39 HOMETOWN, U. S. A. the sound difference in nighttime radio Lei Program PM make a sound difference in your sales. Call A.W. Dannenbaum Jr.,WBC-VP for Soles at MU 7-0808. WESTINGHOUSE BROADCASTING COMPANY, INC. radio i Realty Company Dantagnan Realty Company used 13-day campaign over WNOE, New Orleans, in order to sell SlOO.OOO worth of newly-developed real estate within one week. Ten teaser-type announcements per day, of 30 seconds each, were used for six days prior to opening day of sale. During week of sale, 8 one- minute announcements per day were aired. Radio was only media used during entire campaign except for one newspaper ad on opening day of sale. Result: $50,000 in lots sold prior to sale opening attributed directly to radio; 5155,000 in lots sold during entire campaign. I Department' Store Miller's Department Store in Olympia, Wash., ordered eight announcements to be aired over KGY in one day to advertise fire sale of Samsonite Luggage damaged by smoke from a fire in adjoining warehouse. Store opened at 9:30 a.m., and at 11 a.m. store manager called KGY to cancel remaining spots. Luggage had been sold out after only four announcements had been aired. I Appliance Store Martin Gustafson Company, an appliance dealer with 100 Maytag washing machines in stock, purchased 100 spots over WRRR, Rockford, 111., with the expecta- tion of selling 50 of them during a four-day promo- tion. After running the one-minute spots from Sunday afternoon through Thursday noon, Gustafson' s had sold 93 units and "customer after customer men- tioned hearing about the sale on radio." WRRR was only station used. i Clothing Store Olsen Brothers, a small men's clothing shop in a lower section of downtown Spokane, Wash., is cur- rently running 2 one-minute ad-lib spots daily on KGA's early morning country-western music show, "Pop Korn." Pop Korn and his "corn-crib manner" has vast appeal to big country and Canadian audience. Olsen Brothers reports overall 20^- increase in business directly attributed to radio, and that customers come in "because Pop Korn sent me." 10 L.S n iPIo • November 19.^7 STORER RADIO STATIONS >VSPD Toledo, Ohio Cleveland, Ohio >VJBK Detroit, Michigan >VAGA Atlanta, Georgia >VIBG Philadelphia, Pa. V/V/VA Wheeling, W. Virginia ^A/GBS Miami, Florida GOING STEADY 20 years ago, Ohio's ace newscaster, Jim Uebelhart, joined WSPD Radio. He's been heard at the same time, without interruption, ever since: at 7:00 AM, participating — :20 years at 8:00 A3I, same sponsor — 20 years at 12 Noon, participating — 20 years And at H:00 AM and 1:00 PM, participating, for 11 and 10 years. News Director JIM UEBELHART SHARE OF AUDIENCE? From 54.5 to 73.3!* For 36 years, news has been WSPD Radio's proudest feature (30 times a day), prepared and dehvered by an able, completely staffed news department. See Katz or Storer sales offices for news availabilities. *C. E. Hooper, Inc., July thru September, 1957 RADIO Toledo NEW YORK— 625 Madison Avenue, New York 22, Ploia 1-3940 SALES OFFICES CHICAGO— 230 N.Michigan Avenue, Chicago 1, Franklin 2-6498 SAN FRANCISCO — 111 Sutter Street, San Francisco, Sutter 1-8689 U.S. RADIO • November 1957 41 BRAND NEW .\. K ^^' otf «s* ^v^ AH new studios and ofRces for better service to adver- tisers. BRAND NEW ?.i^ ,v%^v .iH^ ^^^^ N^^ /*— ! y' /£a Set all the facts from the George B. Hollingbery Co. on low-cost WREN cover- age! BRAND NEW • 5 ^— I .... the economical way, the best way to cover the center of the nation with this powerful 5-station net- work buy. report from RAB Airline Advertising Grows I Into Multi-million Dollar ' Account For Radio SOOO WAHS • TOPEKA, KANSAS lilt .lii ii,iMs|><>i Ml inn iii(lti>tiy — a itliitive newcomer to radio advertising ^is now a multi-million dollar rus- tomcr. Radio Advertising Bureau na- tional account executives have made re- peated presentations to the airlines, showing how radio can reach the great- est number of potential air travellers at I lie least cost. RAB expects a furtlier increase in .;irlinc achcriising as it continues to demonstrate to the carriers thai radio's economy and flexibility provide satura- tion on limited budgets, and cati sell specific flights as well. Since the indus- nv ]>.Ke-setters are using radio so suc- (tssliiliy, RAB anticipates that smaller jnd feeder lines, whidi usually follow ilic lead, will join in soon. Here is a rouni! up of airline use of i.idio: Anicric.in AiriiiKs. wliose "Music 1 il Dawn" pifjiieered liie present concept n> air trans[)ort radio commercials, is siill sponsoring this program after sev- eral years. American's continued identi- fication with "Music Til Dawn" is the result of extensive research by the client nil I 111 program's advertising pro- (liu ii\ ity. TWA Spends $800,000 I I. Ills \\ nrid Aiiiiius IS now spend- ing more on spot radio than it spent on iu total advertising budget prior to World War 11. In the past five years li.e total budget has increased lOOf'p. \ hcreas the money invested in spot ra- dio has soared 1000''^;,. This year I W'A is allocating a])proximately S800.000 lo spot radio. IW'A predicts that if radio (ontinues to deliver as it presentlv does ihe company will soon be spciuling a million dollars a veai in this mediuiii .rioiie. 1 iiii((l \iiliiKS first came into i.idio early this \car with a modest spot cam paigii which has increased sicadilv both III ninulxis (t. I \ecuii\e. and coach Mights. C.ipit.il \irliiics is another ralio new (lime I It underlot'k a six week spot s.iHil.il loi) < .iliip.ii'4ll ol up Id 'JItIt weekK spots to iiiiioeluce its \'iscount flights on a city-bye ity basis. Capital is eurrentlv heard in 18 to 20 cities regularlv with one to three stations being used in each market. Northwest Uses One-day "Blitz" Northwest Orient Airlines launched its radio campaign last July using a one- da\ "blitz" tc-ehnic|ue on a citv-by-tity basis. From morning to night on a given clay in a given market l.")(l to 200 sj)ot> were broadcast threjugh a nudtistaiion buy. Ihe "blitz" was followed up 'oy .')0 te) 70 spots weekly in major markets. Eastern .Airline's jingle spot campaign is programmed for the early morning hours ill some 24 cities along the New \ork I'uerte) Rico route. Individual citv schedules van from five to 43 spots weekly, and in some markets these are ■ beefed up" with the addition of spon- sored newscasts. Because of Eastern's l.atin-.\mcrican service, a Spanish lan- guage slatieju in New ^'ork was included in the buy. Northeast .\irlines, since being li- censed to fly tlie New York-Miami run. is using saturation spots weekly from midnight til dawn on a single Miami station using .in all night musical format. Ill addition, it has recently contracted lor additional spots weeklv in the earlv morning hours. Paii-.Vmericaii. Delta. Western .\n. and Colli iiuiual are other domestic car- riers wliieli .lie- Using radio toel.iv. Foreign Lines Break into Radio \iiioiii; iJie loieign an earners, KI.M iiiel Ail France are radio's major users, although BO AC. S.\S and Lufthansa are •ilso iinplovini; the medium to a lesser e \tent. KI.M ni.iele iIn iiiiii.tl i.ieiio buy in the vpiiiii; ol !'.•.")•). using spots on two New \e)rk Citv stations for a four week test. Listeners were offered a brochure, and ilie response was overwhelming and immediate. The replies were checked against the airline's roster of ticket buy- ers, and KI.M discovered that the names gibed often enough for KLM to in crease its radio time. .\ir Frame has gone into radio within ihe last eighteen months in at least three major markets, and is likely to expand its limebuving when conipeti- lion vs. II I .mis. R\B pieelielv • • • t'. V li IDK) November l^i.">7 report from ''Spot Radio" Has Won Its Place In Industry's Vocabulary Arthur H. McCoy Reports A significant development at the recent Association of National Advertisers Con- vention at Atlantic City was the general use of the temi "spot radio" instead of just "radio" in speeches and conversa- tion. Arthur H. McCoy, whose "Where There's Life, There's Spot Radio" speech made John Blair &: Company the first representatives ever to address an ANA convention, found the reaction of the advertisers "very elating." The Blair executive vice-president noted a "solid appreciation of the maturity and size of spot radio — at long last." An example of this new attitude to- ward spot radio was evident dining a speech by J. R. Barlow, advertising manager of Chr\'sler. Mr. Barlow said that at the inception of the "Forward Look" campaign, Chrysler studied the "four major media: newspapers, maga- zines, tv and spot radio." Here again the reference was to spot radio — not to "radio" or "network radio." And Prof. Kennetli Davis, who asso- ciated with Prof. Albert W. Frey on the "Frey Report," spoke of "that impor- tant spot radio medium," which adds 70 more national advertisers to the list of those spending more than a million dollars each vear. Talks Pay Off "We feel," said Mr. McCoy, "that the series of talks we have delivered in die past year and one-half have payed off in making them aware of the ^alue of spot radio." In his talk, Mr. McCoy told the ANA that "tlie local program today represents . / . / ""'I NATIONAL vs LOCAL / TOP 10 TUNES 1 2 1 6 1 t a 3 T 7 2 9 TOP tpNE RANKING a 5 6 e 3 8 7 3 " 3 B a 6 9 > • , NOT IN LOCAL T S ^ \ 7 OP 10 ARTHUR H. McCOY, vice president of John Blair & Co., representatives, New York City. the big giant of the radio industry. And . . . the kind of music local radio stations are putting on the air today is not a uniform music of equal interest across the country. InsteacI, it's music of primary concern and interest to the people in each station's area." AN.\ members were shown a slide illustrating the wide differences in the "top ten" from city to city to indicate liow "the local radio stations have made real science out of finding out what the people in their area want in die way of music. .And then," he added, "when the best music for each station's coverage area is put on the air, the personality who makes a smooth flowing, easy-to- listen-to program is the guy who really makes the program special. This is the big spot radio exclusive." Mr. McCoy quoted the July, 1957, Pulse report showing that 85.9% of the people interview said spot radio advertised good products, 61.6% identi- fied sponsoring products, and 69.2% said they would try a new product recommended by their favorite person- ality. "These are just typical of hundreds of local personalities across the country," he told the .\NA, "who are ready, willing and ver\' able to go to work for vou in singing your product's praises. The believability that these men put into their program rubs off on your product and makes it mean more to the listener. "1956 was spot radio's biggest vear, and yet, so far in 1957 we're 40% ahead of last year. \\t are showing a bigger gain in spot radio than anv other adver- tising meiliimi." • • • f< t. iHliliillH^ the sound difference in nighttime radio Let Program PM make a sound difference in your sales. Call A.W. Dannenbaum Jr.,WBC-VP for Sales at MU 7-0808. WESTINGHOUSE BROADCASTING COMPANY, INC. U.S. RADIO • November 1957 43 KEADINQ TIME: 8 SECO/VDS N DOLLARS! SPENT IN STORER MARKETS IN FOOD SALES IN 1956 * Food sales of 7 billion . . . and much of it accounted for by advertisers on television and radio stations owned and operated by the Storer Broadcasting Company STORER BROADCASTING COMPA WSPD-TV Toledo, Ohio WJW-TV Cleveland, Ohio WSPD Toledo, Ohio WJW Cleveland, Ohio WJBK Detroit, Mich. WJBK-TV Detroit, Mich. WAGA Atlanta, Ga. WAGA-TV Atlanta, Ga. WVUE-TV Wilmington, Del. WIBG Philadelphia, Pa. WWVA Wheeling, W. Vo. WGBS Miami, Flo. NEW YORK— 625 Madison Avenue, New York 22, Ploia 1-3940 SALES OFFICES CHICAGO— 230 N.Michigan Avenue, Chicago 1, Franklin 2-6498 SAN FRANCISCO — 111 Sutter Street, San Francisco, Sutter 1-8689 *1957 Sales Management "Survey of Buying Power" report from agencies ^Imm^ .-' a giant's voice Hcord throughouf the Rocl>) Moun- loin We4t.,.ij the welcome voice of KOA RADIO! It J »Ke gionl 50,000 wott voice Ihot hos ciominotecJ the rich Western Morket for over 32 ycori' GIGANTIC RESULTS- KOA-RAOIO iv the giont selling force in the West ... the only voice you need to reoch — ond sell — the entire Western morket! Represented ' by rf; Henry I. mZS^m Christal ^SBb Company. ^ ^" Inc 'fff '^°'^^ DENVER yT^^U^ One of America s great radio ilolions 850 Kc • 50,000 WATTS KFAL RADIO Fulton, Missouri A fip to Timebuyen — As many have suspecteci for a long time . . . There ii a big prosperous Marlet a-way out in Missouri. New Industries coming in to KFAL-Land, bigger payrolls. More money burning hot little hands . . . More folding green in thousands of well-worn wallets. More telephones, More radios, More new homes, increasing populations in Central Missouri towns, More new cars, More of all the things that big manufacturers hope to sell . . . sell! . . . SELL! That's what KFAL hat — SELU. . . . with a day by day program that's "hot" for Missourians . . . keeps I S6 local and national clients hot on the trail of millions of "spending boi-dollars" — Get the story now from Indie So/et Offices, or from KFAL-RADIO Sales Dep't,, Palace Hotel Building, Fulton, Missouri. Tel: MOO KFAL RADIO 900 kc 1000 watts Network Radio Doubles Revenue Received Through BBDO H.ituii. H.iiioii. DiiiNiiiic >i: 0<.l)()iii doubled iliis year the amouni of busi- ness thaiiiulled into network, radio, actordin*^ to Hill Uoliniann. director oi network radio. .\((ounts wliith liave reentered net work radio iiulude I'. S. .Steel. Rexall. Cieneral Mills, and Penick and Ford. 1 lieir reason: greater frequency at lower (o^t, according to Mr. HoHniann. "Witiiin the last year radio has stopped being afraid oi i\." lie said. "Radio's advantage over i\ i^ that it leaves sometiiini; to tiie listener's iniagi nation. In divtiiiie drama, for example. \()u (.111 loMii \oiir own mental picture ol tiie (liaracters. wiiich is much more satislving to some women tiian having to accept tv's rigid images." "In news." Mr. Hoilmann said, "vou can cover a fast breaking story much more efficiently, because you can tune III the whole world without waiting for ir.inscriptions to be recorded or fdm to be llown in. •'Music ill radio is mudt more highly (lc\ eloped, and is an excellent buy be- cause many people tunc in radio for the hcciueiuy and varietv in music that liny don't get on tv. It is "only very recenth," he said, "that radio has i)egun to realize these advan- tages and to develop new formats around them instead ol trying to com pete with l\ on its own terms. Radio has somethinj; dillerent to oiler, and llit■llt^ .lie I' .ili/iii'.; iliis iiioif .iiid Examples Given Ml. Ilnllin.i'iii (itcd recent and up romiiiK c\amples ol clients' incieased Use ol radio: (;eneral Mills conducted a summer daytime radio campaign for its cake mix. Sales went up. Rexall broadcast "I'inncjchio" simul i.iiieouslv on radio and tv last monih. I lie\ were ir\inn to reach areas ol the (ouiitiv tiial didnt have tv. as well as sec lions in one (h.imitl iii.irkcts tli.ii didn't clear ' Tinnoehio " II. .S. -Steel li.iN l>oui;lii lime on .ill three netwoiks Im the- two weeks pie eeciing Chiisni.iN lot .in "Opei.iiioii ^nowllake" campaign. Householders will be urged to make it a white Christ- mas by buying while appliances. I'enick ;ind Ford, makers of \'( • mont Maple Syrup and Mv-T-Fine pud dings, will spejiisor tiie late Lionel Barr\ mores rendition of ".\ (;hristm;is Carol. " with Sir (;edric Hardwickc do- ing the commercials. "This will be a radio spectacular at a fraction of the cost of a tv spectacular." Mr. Hoffman s;iid. New Radio Station .K brand new i.ulio si.itioii was bom in New York little more than a month ago, the only one of its kind in ti.e world as far as its owners know. McCann-Erickson representatives be- lieve they are the only ad agency to make use of its public address sysieiii for a regular, dailv news broadcast, wrii- le n. |)roeluceel and announced 1)\ M ( ;.inn trickson employes. Ci. Newton Odell. manager of trait, iiig. said. "We wanted to supplement our printed house organ wiili a spoke. i one. "Our broadcast at 1:13 every da/ (.lilies n.itional and interiLiiional newi. but is aimed at .McCann Frickson b. highlighting the day's important agenc , news. " .Mr. Odell said. "Hv important news we don't mean the personal notes' found in our week l\ paper. Were talking about new ac (oiiiiis, new campaigns, .iward winning commercials etc.." said Cilbert Brs;Mi. (jue of McC.mnl'rieksoirs li\c- st.ill an- noinicers. SianlcN (i.iitiui. producer of the five- iiiinute show. said. "Once a week we do .1 Ic.iiure storv ejn e>ne ol McC.inn Frick sun's ciepai iiiients." Mr. Hr\.in. who holds down a legii l.ir job in the trallu department, and Mr. (iaither. who works in r.idio tv pro nr.imminn. are onlv two ol the do/en persons it t.ikes to run the station. "We kel the station is gocxl for motile-." Mr. Mitchell said, "'but by Imkiiiu together the various depart iiieiils ol .1 bin compailN it iKo helps e.icli ol us to Koik better indi\ idii.iih be (.ilisc \\c iilldcrsl.iiiel the whole " • r • 46 U.S. RADIO November l'.'.')7 report from networks Promotion, Profits, Programs Examined By Networks And Affiliates ABN contiues its "Operation Bliti" campaign to explain the network's switch to live musical programming, the "clock-hour" schedule, and the new sales and programming personality concept. The presentations, directed at key ad- vertising agency personnel, include slides and a tape montage of the new shows. Five ABN executives have been deliv- ering the presentations at informal luncheon meetings throughout the coun- try. They are: ABN President Robert E. Eastman; Stephen Labunski, vice president in charge of programming; Thomas C. Harrison, vice president in charge of sales; Raymond F. Eichmann, director of sales development and re- search; and Joseph H. \Vliite, the na- tional sales manager. ABN thesis is that a bad buy in ra- dio is virtually impossible today, in view of the "ten billion dollar roar of advertising . . . invested by advertisers each year." This means, says Mr. East- man, "that if you could afford to spend $1,000,000 on advertising in a single day, your ads would represent less than 4% of the total advertising of that single day." Increases Noted NBC and its Affiliates Executive Com- mittee announced increasing sales vol- ume, more station compensations and plans for a further increase in compen- sation in the wake of the new Nielsen report. The sur\ey showed a large in- crease in NBC's share of audience in morning, afternoon and evening pro- gramming. Comparing September 1956. with Sep- tember 1957, NBC Radio Network spon- sored hours increased 40%. and gross billings were up 70%. .At the same time, aggregate station compensation nicreased 200%, with a 300% increase for stations carrying NBC's full commercial sched- ule. Mutual's newsroom facilities in New York were doubled this month to pave the way for increased pickups of corre- spondents' reports, under the direction of Norman Baer, new director of news and special events. .\lso at MBS, there is a possibility that the network will air special dramatic features for night-owls and insomniacs — a group of pre-midnight mystery and adventure shows. CBS Affiliates Meet The "why shoot Santa Claus?" atti- tude at the recent CBS affiliates meeting in New York should not be construed as complacency, according to top Co- lumbia executives. "We are constantly looking forward to improvements and additions," one told u. s. radio. They emphasized that CBS feels its "completely rounded service" uniquely enables its affiliates to serve their com- munities— that the network gets the news and public affairs "depth," the great music, dramas, and name per- formers. Encouraging Trends .Arthur Hull Hayes, president of the network, told the affiliates that 1957 "marks an encouraging change in busi- ness trends." He went on to say that "for the first time since 1950 . . . station payments will be higher than for the preceding year. "Another result of the sizable and attentive audiences attracted by the net- work programs," he continued, "has been a heartening surge of interest on the part of advertisers and agencies. Sales continue to grow out of sponsors' fast-developing confidence in the pres- tige that can be bought witii a CBS radio porgram." Louis Hausman, \ice president in charge of advertising, stated that CBS helps advertisers to "get more for their money at this time, when competition is so keen." He told tlie affiliates that the CBS presentation, "Dollar Stretcher," shows "how network radio fills this need by giving advertisers frequent impres- sions on large audiences at affordable costs." Jolni Karol, vice president in charge of network sales, reported that "the cur- rent trend of business points toward more big-name advertisers entering net- work radio to sponsor their own pro- grams on a long-term basis." • • • * U.S. RADIO for the buyers and sellers of radio advertising An indispensable fool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK U.S. RADIO November 1957 47 report from Canada Spot Smoke Canadian Tends To Be 'Tougher Customer' Than American Neighbor "rhc Canadian consumer is generally harder to sell than his American coun- terpart," according to Ralph Butler, manager, Toronto office, Benton and Bowles. Mr. Butler attributed Canada's tough- er market to the customer's innate conservatism, the special tharacteristics of the French Canadian buver. and the recent influx of immigrants. "The average Canadian tends to be suspicious of new products, and of prod- ucts that claim to lie bigger and better than their competitors," Mr. Butler said. "To sell the Canadian, tlie topy- writer must be a little less flamboyant in his copy than he would be in the United States. He must take pains to support his claims. He cannot rclv on the .American pre-disposition to rush out and buy the latest thing while the supply lasts." Mr. Butler said that this consumer- conservatism stems from the deep-rooted -Anglo-saxon tradition of a large segment of the Canadian people, and also from necessity, since the Canadian's stand- ard of living is still siiglulv I)eIow liis .American neighbors. Thrift is e\en more important to the Ircndi C^anadian llian to his English speaking brother, stated Mr. Butler. "The French Canadian housewife tends to have very little brand loyalty. If she goes to the supermarket to buy shorten- ing, for example, she won't buy the brand she bought last week even though it saiisfied her. .She will buy the i)rand on sale, or the one oliering toupons." 1 his means tliat giving away samples and free gifts to induce buying assumes iven more importance in Canada tlian it doi s in the 1'. S. Mr. Butler said. riiese are import. int advertising f:i(- tors not only in selling the barg.iin (onstious French Canadians, but also in effecting brand awareness among the newly-arrived inmiigranis v\ho li.ive never heard of C^anadian prcxlucts. ■ Ten per cent of Canada's population ,ire now first generation immigrants from other countries," Mr. Butler said, "and the advertiser's biggest probh ni i< making them aware that his procbiii exists, and tli.ii it is ixitcr th.in the competitor's. Radio Reaches Everyone "Television in Canada reaches only abou 60% of the population. There are onlv four magazines in (ianacla with a national circulation. Radio, on the hand, reaches most of the people most of the time." (v. s. radio reported in tliis column last month that 96% of Canadian homes have at least one radio.) For tliese reasons Mr. Buiier esti- mated tliat a larger proportion of an advertising budget goes into radio in Canada than in tlie L'. S. This is true of national as well as local advertising. ".Although radio in Canada never suffered the slump it did in the U. S. after the advent of television." said Mr. Butler. "broadcasting has not just coasted along. Radio is not onlv grow- ing, it is changing. Local nidio stations are getting a larger share of their poten- tial audience than die network stations are. I'p luiiil last Jidv Procter and CJandjle (a Benton and Bowles account) sponsored four soap operas network. We've now changed to spot radio with tlie local stations, and have increased the amoiuit of mnnev spent." Canadian Radio Better Buy Cameron Perrv. national sales man- ager. CJC"..\. Fdmonton, Allierta, pointed out that "radio is often a better buy in Canada than in the U. S. because for the same advertising dollar a client in many cases can reach a larger potential audience here. Ihis is not only true because television is less widespread in Canada, but also because a low power station often carries farther than its .Vnurican ecpiivalent. " Mr. Perry attrib- uted tliis to die fact that Canada has fewer large metropolitan areas than the U. S., and so interference is fretjuentlv less. .Mr. Penv added, however, th.it Amer- ican firms interested in Canadian sales have sometimes made the mistake of assuming that television in Canada is on a par with tv in the V. S. This con- clusion h.is been reflected in their adver- tising l)udgets. resulting in some loss of tc-vc-nue to radio. • • • 48 U.S. RADIO November 1957 HARD SELL (Cont'd. Soft sell is effective because: 1. It enhances the customer's ego because its appeal is indirect, resting on a symbol (such as a familiar tune) which the consumer immediately re- lates to the product. This makes him feel clever. 2. The understatement of soft sell makes the listener feel secure by put- ting the choice up to him. It doesn't high pressure him into a hasty decision, making him feel as though he is falling for a trick. 3. Soft sell satisfies the need to keep commercials on a human level. Hard sell gives the listener the uncom- fortable feeling that the product claims to be perfect. This motivates the listener into wishing the product would come down to his own human level and make a mistake. 4. Understatement, by not rigidly dictating to the consumer exactly what he must think about the product, al- lows him enough room to insert a ref- erence to his own life, relating the product to himself. 5. Understatement on the air im- plies ability, just as a strong, silent man does in real life. The consumer feels that modest products are like modest people. They are so strong they don't need to brag. Some Hard Sell in Bad Taste A major stumbling block in trans- lating the psychology ot the hard sell into a specific commercial was re- ferred to by nearly all the agency men interviewed. The frequent and repetitious use of the hammer more often than not, they said, becomes blatant, irritating and in some cases drives customers away instead of luring them in. According to Mr. Stone, "The boastful, bombastic commercial doesn't sell. What is usually re- ferred to as hard sell, I call soft sell. Easy to take advertising commercials are harder selling than any other kind. The easy to write and hard to take shouting commercials are no good. Instead, it is the hard to write and easy to take, light, bright, fun- filled " advertising which in radio keeps the listener's ears open and the refrigerator doors shut." Asked whether he thought the bombastic, bragging commercial was on its way out of radio, Mr. Stone said, "It is not going out. While most agencies realize this type ot commercial does not sell, the people who come into the advertising de- partments of industrial concerns often lack advertising experience, and do not realize it. And they call the signals to the agency. The agency wants to appeal interestingly to the public, but the client often in- sists on the try and prove method . . . ti-y the hard sell commercial to prove the agency can do it. The agency gives it to them and when it doesn't work, the client switches." Mr. Stone said that in his opinion the use of the tasteless hit-em-over- the-head commercial stems from a misconception by the client of what successful advertising entails. "Ad- vertising is a long range proposi- tion," according to Mr. Stone. "There are bound to be peaks and \'alleys in the sales of any product, hut advertising should build a pla- teau of acceptance of a product higher over a long period of time." Companies with a short range view slough off on their advertising in times of prosperity. "Then," Mr. Stone said, "they expect miracles when times get harder . . . they want sales peaks when the rest of the industry has valleys, and that's when they yell hard sell." Importance of Long Range Advertising According to Mr. Stone, who is copy chief on the Ford account. Ford offers a good example of effective long range advertising. "Fcjrd was the first company to take popular times and tinn them into com- mercial jingles," he said. "Back after the war when you couldn't buy a car. Ford carried on an extensive commercial campaign using songs like Come-on-a-my-house' and 'Man- goes' which looked like soft sell then, but paid off years later when cars were flooding the market." Ford's competitors, according to Mr. Stone, stepped up their advertising using hard sell methods, and couldn't understand why Ford still led the field. Mr. Stone attributed Ford's success to the backlog of good will built up when the car industry was booming, and which he says is still being built up through the use of commercials like this one sung by Rosemary Clooney to the tune of "But Beautiful." "Ford's the V-8 folks prefer Love to hear its quiet purr Love to feel its power stir So beautiful Beautiful the way you pass and climb those mountains, too So beautiful the way it shrinks your bills. Ford's the V-8 most folks buy Cot the looks that catch the eye But there's more to show you why it's beautiful How it handles and how it saves A pretty penny too. All this makes Ford the V-8 made for you. ANNOUNCER: This year, as for the past twenty-five years, more folks are buying Ford V-8's than any other V-8 in the world. And Ford's V-8 is yours at the lowest price of the low-priced three." Because this commercial combines entertainment with an effective sales pitch it might be said to typify the combination of hard and soft sell so prevalent on radio todav. Commercial Techniques While the agency men inter\ iewcd were reluctant to label their com- mercials as either hard or soft sell, TO MEET HEAD ON A NEED THAT EXISTS IN THE RADIO FIELD TODAY ... * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK U.S. RADIO November 1957 49 HARD SELL IC -. j ilicy all agitcil that there were cer- tain tethniques in (oinmoii use on radio today that provide cflective sales weapons when properly related to product and audience. Mr. liellaire said that "music iN the domineering technique in radio todav. though nuisic by itself is not iiiough. The listener must remem- ber ilie message, too. And, of course, some commercials are too involved to sing." A musical commercial, DuPont's "Zerex" antifreeze, is shown in the making on jiages 20 and 21. Grey's Bob Kirschbaum cited an- other popular sales method, the dramatic scene with the slightly humorous twist, as illustrated by this commercial for RCIA records which begins: MUSIC "I Could Have Danced All Night" ' Up and underi 1st woman: i excitedly i And there it was . . "I Could Have Danced All Night, " and not two steps from the canned tomatoes . . . WISN-Milwaukee's 11 MUSICANA ## Here's Why! "MUSICANA" recognizes that the adults who pay the bills and earn the greatest total income are the priine target of advertisers "MUSICANA" catersto the adult interests in programs devoted to music Little wonder that virtually all advertisers who buy Mil- waukee earmark at least a portion of the budget for WISN'S "MUSICANA." The combination of a stead\ increase in listenership plus a phenomenal increase in national spot is PROOF OF RECOGNITION' UPS NATIONAL SPOT 91% * RATINGS UP 19% See your Retry man for the full details on "MUSICANA" . . . a highly sucrcssful format that PAYS OFF IN RATINGS TOO! WISN 5000 WATTS DIAL 1150 MILWAUKEE'S MUSICANA" STATION 2nd woman: Darling, whatever do you mean? 1st woman: Record albums, my dear . . . the brand new RCA Custom series "For Hi Fi Living . . . right there in the super market. And you know me and bargains. 2nd woman: Yessss, I know! 1st woman: Hmmmm . . . well there it was . . . Volume one called "I Could Have Danced All Night" with twelve hits like "If I Loved You . . . and "I Loved Paris . . . twelve, mind you ... for just $1.79. 2nd woman: i Amazed i Oh, my word! 1st woman: 'Continues breathless- ly' And each week there s a brand new volume of mood music for dancing, dining or just listening ... all recorded in NEW ORTHO- PHONIC HIGH FIDELITY BY RCA. Ceraldine dear . . . you simply must put music on your shopping list. 2nd woman: Oh. I will, I will. But for the moment, darling, do catch your breath. The Personality Commercial .Mi. K.il^( hb.iiiiii. in aiiiliiioii to musi(. ami clraniati/ation. enipha- si/fcl the j;ro\\ing ini]K)rtan(c of the personality commercial. .Mr. Kirsch- baum said, "When you have a well known pcrscinalitv deliver voiir com- mercials, you arc reaping the advan- tage of his popularity, which rubs off on your product. But of course it goes without .saying that vou must gear your conunercial to the specific personality." Here's a commercial written for the sarcastic style of Hcmv Morgan, right after Mike loiiii's Madison Scjiiare (iarden specta( ui.u : Hello, anybody, heres Morgan . . know what I mean? I like to go to parties, know what I mean? Big parties . . . seventeen, eighteen thousand people. Course when you make a party like that, a fella s got to be careful about the guest list. Its gonna be crowded there, and you don t want some guest who don t like some other guest should run into him. Or her. You gotta have people who mix good, and you gotta have bartenders who mix good, and you gotta have mixers that mix good, like Hoffman Super-charged 50 U.S. RADIO No\tn»l)ti 1957 Club Soda and Hoffman extra dry Ginger Ale, you know what I mean? I mean that Hoffman has got real strength, know what I mean? They've got a lot of strong bubbles, including a lot of extra ones you don't even need but they make the drink last longer, you follow me. Listen you give a party for eighteen, twenty, twenty-five thousand peo- ple, get the Hoffman in the large economy size right? What do you mean, where do you give a party of twenty-five thousand, thirty thou- sand people? Nobody's using Ebbet's Field . . . see what I mean? BBDO's Art Bellaire pointed out that it is often advisable to make changes from time to time in either the techniques or the tone of com- mercials as the product needs shift. When Hit Parade cigarettes were first introduced a little over a year ago the main purpose was to attract attention, or as Mr. Bellaire put it in a speech before the National Radio Advertising Clinic of RAB last month, "In preparing to launch a new cigarette you first want the world to be aware that you're around. The new name had to be- come familiar in a hurry to millions of smokers. You may remember the noise we made about our 'great . . . new . . . filter . . . cigarette.' A jingle was a must. So was excite- ment. So was a big, rich sound. Time for a Change "After the introductory period we frit it was time for a variation . . . we had gone to one extreme, we leasoned, so why not go to the other extreme in step two . . . step two was a quiet version . . . the soothing version, but it had greater meaning GIVE IT SELL! KOSI and KOBY turnover products — not audience! BOTH RADIO STATIONS NO. 1 in HOOPER and PULSE 6 a.m. -6 p.m. average share KOSI • KOBY Denver San Francisco Mid-America Broadcasiing Company because the echo of step one was still present in listeners' minds. "A few weeks back. Hit Parade cigarettes entered a new step in its campaign. To dramatize the new- theme line . . . the tobacco, the tip, and the taste you want ... we put together a new jingle, which is based on an Americana-type tune in the public domain. And on at least one record program we know about this new Hit Parade jingle has become one of the top tunes of the week by popular recjuest." This is a symbol of success most would envy . . . providing the prod- uct sells, too. Because whatever the means, and no matter how often they change, the end remains con- stant, increased sales. While hard sell and soft sell, both as terms and as techniques, are still very much in the advertising picture today, the di- viding line is becoming harder and harder to draw as the advertiser tries to meet the increasing public de- mand for more imaginative, ear- catchinsi radif) commercials. • • • FIRST THE All lONC NIGHT MAN WIlllE TAYLOR MADE MR. CREW CUT GLEN HARMON Vi'ce-Pret/denf and General Manager Louisville one of AMERICA'S great independent stations • • • *BA$ED ON A. C. NIELSEN REPORT JUNE I9S7 More LOUISVILLIANS listen to «"""" C""- ^•^' ono™ c" I I on ViriNN Regardless of power, frequency or coveroge, WINN has more TOTAL LISTENERS than any other station except one. WINN LOING LOUISVILLE 2. U. S. RADIO • November 1957 51 THE MOST LISTENED TO STATION IN EAST TEXAS KTRE radio 1420 kc 1000 watts fulltime • • • Richman Lewin V.P. & General Manager National Rep: Venard, Rintoul & McConnell, Inc. Regional Rep: Clyde Melville, Dallas radio ratings i^emeniber . . . YOU CANT HIT A TENNIS BALL THROUGH A BRICK WALL' AND THE ROCKY MOUNTAINS, splitting Colorado down the middle are a brick wall to radio signals. The POWER-HOUSE buy is the Colorado Network with strong, PRIMARY-SERV- ICE signals on both sides of the Rockies. *Before you buy from any oryunizatwn claiming to cover all of Colorado. Be sure to request a Field Strenj/th Mnp. -COLORADO NETWORK- KVOD, Denver, 5000 waHs, 630 k.c. KUBC, Montrose-Delta, 5000 watts, 580 k.c. KSLV, Monte Vista, 250 watts, 1240 Ic.c. KRAI, Craig, 1000 watts, 550 k.c. — National Rep. Boiling Co., Inc. ^— NATIONAL SALES OFFICE MIDLAND SAVINGS BLDC, DENVER 2, COLORADO Phone: TAbor 5-2291 TWX: DN 483 "Remember — Where There's No Signal, There's No Listener!" Avery Gibson, H-R, Stresses Need for Qualitative Data Additional qualitative and composition (lata arc urgently needed by the rating services, according to Avery Gibson, di- rector of research at H-R Representa- tives. He explains it this way. When a Iioiise- wife goes to the snpeniiarket to buy apples, for one tiling, she is interested in many more aspects than (piantity. Are they cooking or eating a|)])les? Are they fresh and of good (juality? In fact, the quantity she ultimately buys may depend on the cjuality available. But wIkii ,1 limebuyer spends hun- dreds or thousands of dollars to ])urcli;isc a radio campaign, he is forced tcj buy on a restricted "how many" basis, Mr. Gibson said. "This is all that most rating services supply, simply an estimate of how many people were listening in a particular cjuarter liour: and to make matters worse, most measure in honu' listening only. "This was alright when radio sold spots adjacent to a Jack Benny, and reached vast simultaneous audiences. Now that the trend is to buy saturation via nudtiple participations within a per- sonality show, the adjacency assumes little importance. Buyers are interested in the ffrogratn which contains their commer(ial. Furthermore, they are in- terested in tlie audience of tlie entire show, and not of artificial quarter-hour units. .Most radio programs tend to develop loyal listeners who tune in on a constant, habitual basis, he continued. "It is there- fore reasonable to assume that if disc jockey programs and even stations de- velop habitual listening, they must gen- erate a specific appeal to each listener's personality. It follows that if there is a distinction between programs and sta- tions— and people exercise free choice among them — there must be a distinc- tion in the types of people who listen. For example, a red hot rock and roll station would appeal to younger listeners, and one that programs soap operas would have an older audience." Mr. Gibson said there are two prime questions in today's radio buying: (1) WTiat kind of audience does the station reach? (2) How many does it reach in terms of natural programming segments. ^- rather than specific in-home quarter- hours? "Progressive timebuyers are becoming more and more interested in the qualit.i- tive aspects of the station audiences they buy because it is good business to do so," he said. "They are interested in a full count, and this means including the automobile and portable radio listeners. "So far as radio is concerned, ratings in quarter-hour units that measure in- home listening only are inadequate. It is possible that the money saved by rating ser\ices by substituting program segments for quarter-lioms will pay for the additional qualitative and composi- tion data so urgcnih- needed." Pulse Disclosure Pulse disclosed recently that some rat- ings in markets where it does less than 12 sur\eys a year are being done on a confidential basis. The secret surveys, iniderway on a limited basis since No- vember 1, are being employed to keep tlie "ginmiicks inider cotitrol." I']) until now. tlie company said, some stations which knew in advance that they would be surveyed on the first week of the month were ste])])ing up jiromo- tion in order to beefup tiieir totals. McEwen Urges Standards C>ommenting on what he called "the tendency of some time-buyers or account executives to quote the highest numbers regardless of whose research is used," W. Bruce McEwen, vice president of C. E. Hooper, told u. s. radio: "This medium doesn't need inflated figures. It's big enough on its own, and will continue to grow on accurate figures using proved techniques." Mr. McEwen pointed out that this use of the higiiest figures is not the case in a great many agencies where a research department has set up standards to which the timebuyers must adhere. "You cannot expect a timebuyer to be a ratings expert any more than you could expect a researcher to be a time- buyer," he said. "Timebuyers certainly should take direction from people who specialize in radio research. This is not meant as criticism. They are not ex- pected to be research people. That's our job." • • • 52 U.S. RADIO • November 1957 At work 0 First ''Netiiork Radio'' will be ready end of November. Reporting total attention to radio, a whopping total becoming more so! The American Marketing Association honored Pulse pioneering which as far back as '47 correctly measured total '^out-of-home" ad- ditive to "in-home." Better subscribe for "Net- work Radio" now! To be published monthly. Omnipresent, ubiquitous radio! And now Pulse scores another important big i}lus .... ''NETWORK RADIO" U.S. RADIO • November 1957 53 EDITORIAL these are happy days RADIO'S BRIGHT FUTURE For radio, these are liapjn days future lias never been brighter. and the These are not empty words. Fact on lad point to the excellent health of the niediimi a\ iih every indication that the growth will continue for a good long time to come. Even now ladio is on a level far aI)o\e logical expectations. 1956 was a good year for radio . . . but 1957 will dwarf it. How much is still conjecture for the most part, but the predi(tions all call for solid increases: • Local radio set a record last year. On a conservative estimate, it is expected to show a 520,000,000 gain over that. .\n increase of six percent to tola! al)out S.^72,(K)(),000 in gross billings. • Spot radio estimates indicate a gain in bill- ing anywhere from 2()"(, to 40% over a record 1956. • Netw^orks are expected to top $89,000, ()()() in gross billings for 1957. That's $4,000,000 ab()\c last year, or ai)out a six percent hike. WHAT'S HAPPENING NOW But this is only part of the story. The produc- tion and sales of radio sets are substantially up. Stations on the air currently total .S,665, with several hundred others under construction or awaiting applications that are pending. With 140,000,000 radio sets in use today, radio has spread practically everywhere. In addition, FM is showing strength. We find the analysis of FM in New York City (Soundings, p. 9) both interesting and heartening. Interest- ing to note that early evening FM listeners are comparable in nimibers to those reading news- papers at home during the same time. Hearten- ing because this heahh of FM icpieseiUs another factor in the growth of radio. So, too, does the activity at the networks point up the glow of radio. Mutual's heavy accent on news and ABN's switch to live music program- ming and each promoting its own format gives \itality to radio. The swing is up. (-B8 reports l)otli daytime and nighttime sales rising with 90';'(', of the network's daytime bloc sold, and "Im- pact" segment sales up about (iOO",, since Maich. NBC reports that sponsored hours increased by 40% from September, 1956", to September, 1957, and gross billings grew 70%. RADIO IS BkING TALKED ABOUT Thc' luiuianunlal sign ol radio's health lies siniplv in the fact that it is being talked about and used. William Wernicke, for example, vice president and radio-tv director at Morey, Himim and Warwick, has plenty to say about radio. And he knows its use. Mr. Wernicke has been one of the guiding hands ijehind Sinclair's tre- mendous spot campaign, the largest saturation l)uy in radio histoiv estimated at nearly $2,- 000,000. Arthur McCoy, vice president at John Blair Representatives, recently told the ANA meeting that Spot Radio is a term in itself that has won its place in the industry's vocabulary. He talked about Spot Radio and they listened. And Bill Hoffman, director of network radio at BBDO, talks about radio when he points out that his agency doubled this year the amount of business channeled into network radio. Adding it all up, we think radio's growth will continue for a long, long time. For radio . . . these are indeed hapjjy days. 54 U.S. RADIO • November 1957 John F. Meagher Awareness of Radio's Stepped-Up Momentum NARTB's Radio Vice President Reviews Discussions of Shortcomings and Accomplishments The growing strength of ra- dio— as an advertising medi- um, as a dynamic vehicle of entertainment, and as a tremendous force for good in our nation and its communities — was demonstrated most forcefully at the eight NARTB regional conferences which ended in late October. While the overall theme of the conference was "A Time for Deci- sions," the keynote as it applied to radio was coined perhaps by George Armstrong of WHB, Kansas City, who moderated one of the panels at the conference in that city. An earlier speaker had referred to the 1940's as the "golden age of radio." Mr. Armstrong said he wanted to take exception to that reference and declared: "We are just entering the Golden Age of Radio!" And a Golden Age it is — in adver- tising, in programming, in service, and last but certainly not least, in accejitability by the general public. Radio time sales for 1957 are up appreciably over last year's record- breaking figure. More people listened to radio last summer than watched television. On the community level, more and more radio stations are becoming established local institu- tions, communicators of commercial and civic service whose contributions are recognized as vital to the life of every citizen. The growing importance of ne^\■s was reflected in t^vo parts of the pro- gramming radio sessions, a panel on "New Dimensions of the Radio Newsroom" and reports from some of the leading news directors in the nation on the industry's continuing drive for equal access to the courts and other official proceedings. To me, the most striking develop- ment in radio news has been the expansion of local coverage which was described by panel members all across the coimtry. Many stations have organized correspondent net- works that permit them to give their listeners regional news coverage second to no other medium. The day when radio's function in local news was confined largelv to bulle- tins and capsule digests of commu- nity events is past. While we still have our advantage of unmatched timeliness, a new dimension of depth has been added to radio's local news service. There was much discussion of edi- torializing by radio stations. This is not a new topic of broadcaster con- versation. The difference this time was the growing niunljer of broad- casters who reported on how they are putting the policy into practice. The panels on program ideas also pointed up the radio station's in- creasing stature as an integral part of the commimity. The emphasis now seems to be away from the shal- low gimmick and on the program that fills a legitimate need. We heard ho\v stations broadcast the location of radar speed-check zones and other information that improves the flow of traffic, youth participa- tion shows such as disc jockey con- tests for teen agers, station sponsor- ship of community activities and many other examples of responsible programming that is at the same time constructive value to the com- munity and to the advertiser. We heard from station manage- ment, advertisers and agency person- nel on the subject of radio sales. In all of these sessions, it seems to me, there w'as a feeling of renewed re- spect for radio as a primary selling force in today's American economy, both on the local and national levels. I think the heightened interest from all segments of the broadcasting industry signals an ever growing unity in making industry decisions and in creating a climate for con- sidered decisions which will meet the needs of the broadcasters and the public we serve. As NARTB President Harold Fel- lows said in his address, "Our great- est single problem as an industry lies in the area of public relations. I speak of public relations in the terms as I understand them: that is a function of interpreting the truth, not misrepresenting it. "By its very nature, the service we render to the public will always be subject to criticism. Some of this will come from the public itself and more of it from professional critics. Much of it serves a useful purpose and A\e should neither be blind to its existence nor complain about honest criticism in itself. "When, however," Mr. Fellows continued, "it is dishonest or when legitimate criticism is seized up and twisted to their selfish purposes by self-serving persons who woidd pre- fer other systems of broadcasting to our own, we must be prepared to act. And we must constantly strive to articulate to everyone the positive story of the great contribution radio and television make daily to our nation's wav of life." • • • U.S. RADIO November 1957 OD names and faces Noting the Changes Among The People of the Industry RADIO. H. VV. (HANK) SHEPARD, lormerly Director ol Special Projects of NBC Owned Stations Division, appointed general manager of VVJAS and WJAS-FM, Pittsburgh. WENDELL B. CAMPBELL is new general manager of KFRC. San Francisco, and JACK CHAFFEE has been nanucl national sales representative. JOHN H. P.\CE resigned as executive vice president of Public Radio Corp. to assuir.e |)ost of general manager of K.\BC, Los .Angeles and managing director of KGO, San Francisco. EUGENE P. VV'EtL, named national sales manager of the OK Group, will have headtjuarters in Memphis, Tcnn.. where he continues to direct VVLOK. GRAHAME RICHARDS, formerly Stor/ Stations prochution direitor, ap])()inted regional director of progrannning bv Inter- mountain Network, with head(|uarters in Salt Lake City. BERNARD F. C:ORSON, JR., former director of advertising and sales promotion for Tidy House Products of Shenandoah, Iowa, a])pointed assistant manager of WLS, Chicago. MAR! IN POLLINS, who has been with NBC Radio Spot .Sales, and OSCAR CAMPBELL, former chief accountant of VVRC.V and WRC.A -TV, New York, appointed sales manager and business manager respectively of \\|\S ami \\'[AS-FM. Piiisburgh. JA.MES B. LUCK, former general manager of W'l VB. Cold- water, Mich., named pul)lic senice director of WOWO, Fort Wavne. VVILLI.AM I). \LFORD has resigned as assistant larm director of \\TA\', Cincinnati, to become farm director at \\ MT, C^edar Rapids, Iowa. .\R1HUR H. B.\RNES, formerly an account executive with Carl Nelson &: Associates advertising agency, appointed direc- tor of promotion for W'ISN, Milwaukee. M.\RV DUNL.WEV, previously radio-tv media consuitani with .\itkin-Kynctt, named sales representative on the stall of W'l BC;— Radio W. Philadelphia. ROBER I F. HURLEKiH, newscaster-conunentator, pro- moted by MBS to vice president for Washington operations. He will remain on the air with three daily newscasts and weekly "Reporters' Roiuiclu]j." HAROLD M. WA(;NER. member ol Mutuals program de- partment staH since 1911, elected vice president in charge of |)rograms. with olfites in New York. KENNEIH W. BILBY, \ice president for public relations ol NBC since 1951, elected an executive vice president. He is responsible for press, national advertising and promotion, exjjloitation. merchandising ;ind continuity acceptance depart- ments of NBC. HENR^' W. LEX'INSON, formerly sales clevel()|)ment and re- scaicli writer, named manager of sales development for ABN. [AMES A. STABILE, former vice president of ABC and manager of talent negotiations for NBC, promoted to director of talent and program contract administration for NBC. ROBERT R. PAULEY, fomier CBS radio account executive, and NICHOL.\S J. PIT.VSI, former account executive with II-R Representatives, have' joined .\BN as account executives. AGENCIES. K.MERSON EOOIE, former president of Fcjote, Cone & Beld- ing and executive vice president of McCann-Erickson, elected chairman of the board of Geyer .Advertising. B. B. GEYER. board chaimian since 1911, elected chairman of executive connnittce, JOHN C. MADDOX, vice president and manager of Cleve- land office of Fuller Smith X; Ross, named senior vice presi- dent in charge of marketing services with headcjuarters in New York. TED GRUNEW.ALD, vice president and director of radio and tv, elected a director of Hicks &: Greist, which he joined in 1953. ERWIN WASEY, RuthrauH K: Ryan named lour new vice l>residents. They were: ROLLO HUN lER who is also director of radio and tv; B. W. M.\TTHE\VS, formerly ac- count supervisor at R&R; JOHN C. LEGLER, also former account supervisor at RR;R: and RICHARD DIEHL. who is head art director. LESLIE MUNRO named \ ice president and copy super- visor ol Ogilvy, Benson !C- Mather. She was |)rc\ii)Usly vice president at Kenyon &: Eckhardt. EHOM.XS A. MCAVITY, former executive vice president of NBC, named \ice president and general executive in radio-tv of .\Ic(;ann-Erickson. D.\N K.ANE appointed media director lor radio-tv, and fL\RRY B,\ILY named creative supervisor lor radio-tv, by Elington and (Company. CHARLES A. WINCHE.S'FER, recently with Young K: Rubi- cam, rejoined Doherty, Clillord, Steers R: Slunfield as accoinit executive in Bristol-.Myers unit. X'IRCilNIA BURKE appointed to post of assistant media director l)\ Paris K: Peart. RAB JOHN T. CURRY. )R. promoted to newly-created post of manager of regional sales, with res|)onsibility for developing sales contacts among regional advertisers. He relincjuishes post of manager of station services. Shefmrd ChcU Pare Wfil Rirhiirds Diiuhwev Miittri) 56 U.S. RADIO • November 1957 CKLWS DISC JOCKEYS ARE The 3 Busiest BUD DAVIES 11.05- 12 Noon 12:15 -2:30 p.m. 3:15 - 3:30 p.m. Mon. thru Fri. leader with the 'teen age groups in this region . . . and a real potent salesman. Bud't "crowd" backs him 100°o on his preference for tunes and his pitch for products. No mat- ter what your product may be Bud is selling the crowd that influences an important part of o/l the buying in every home. A real "traveling salesman" at a down to earth rate. in the Detroit Area I TOBY DAVID 6:45 -9:45 a.m. Mon. thru Fri. Music, news, time and weather are all part of Toby's show for early risers. Everything needed to attract listeners and keep them listening for bits of his own wacky humor that's clev- erly woven in with commercials. He sells everything from tooth- picks to troctor trailers . . . and at a record pace. Rotes ore reasonable, too. EDDIE CHASE 3:35 - 7 p.m. Mon. thru Fri. The dean of disc jockeys in this region. Eddie's easy manner and his uncanny ability to pick tunes the listeners like best dur- ing late afternoon and the din- ner hour have won him one of Detroit's largest listening audi- ences. A top selling, plain talking genf with a contract renewal record second to none. If you're selling in this market you need punch . . . and Eddie packs a real sales punch. 50,000 Watts CKL 800 kc Mutual GUARDIAN BLDG. • DETROIT 26, MICH. i. E. Compeou President ADAM YOUNG, INC. National RepresentoUve KXOK HAS THE HIGHEST AVERAGE PULSE RATING OVER THE ENTIRE WEEK OF ANY ST. LOUIS RADIO STATION . . . based on EACH Pulse report since April 28, 1957 ... the day KXOK initiated New Sound . . the day KXOK bej^an its distinctively modern programminj^ of music . . . news . . . service for Mid-America. The New Sound is modern radio! Effective, flexiljle, dynamic . . . the New Sound of KXOK . . . your best Mid-America buy. Represented nationaUij by John Blair & Co. ior buyers and sellers of radio advertising <^AffIO ►Vt VOL. 1— NO DECEMBE 1957 35 cent: HMSmff Rf«fn«r I Finds Air Coac et Responsive Spot Ra Where there's a Storz Station . . there's RESPONSE generated by the kind of radio which — in each of these major markets — has more listeners than any other station MINNEAPOLIS-ST. PAUL WDCY is first . . . All-day average. Proof: Hooper (31.3 /t) . . . Trendcx . . . Pulse. See Blair or General Manager Jack Thaver. KANSAS CITY WHB is first . . . All-day. Proof: Metro Pulse, Nielsen, Trcndex, Hooper, Area Nielsen, Pulse. All-day averages as high as 48.5% (Nielsen). See Blair or General Manager George W. .Armstrong. NEW ORLEANS WTIX is first . . . All-day. Proof: Hooper (25.9^0) . . . Pulse. See Adam Young or General Manager Fred Berthelson. MIAMI WQAM is first . . . All-day. Proof: Hooper (38.1%) . . . Pulse . . . Southern Florida Area Pulse . . . Trende.x. See Blair . . . or General Manager Jack Sandler. WDGY Minneapolis St. Paul REPRESENTED BY JOHN BLAIR & CO. WHB Kansas City REPRESENTED BY JOHN BLAIR A CO WTIX New Orleans REPRESENTED BY ADAM YOUNG INC. WQAM Miami REPRESENTED BY JOHN BLAIR & CO. i„T.ftffj?,aj;gr^ja^'ofeffT.i4aMi-..^»g^vgM^ji^ 7 OF THE TOP 10 RADIO ADVERTISING CAMPAIGNS ARE ON mr^-^^ ...WHERE MORE PEOPLE The latest Nielsen Radio Index again shows NBC Radio the #1 network medium for circulation:* Seven of the top ten, including the first four, radio advertising campaigns — ranked in terms of undupli- cated homes covered weekly— are on NBC Radio. The number one campaign, in fact, delivers over a million more different homes in a single week than are reached by the average EVENING TV program. Audiences accumulate faster on NBC Radio because NBC Radio provides: programs that appeal to a wide ACCUMULATE! variety of tastes . . . the greatest commercial flexibility . . . unique dispersion patterns. Which helps explain why NBC Radio has been selected by more advertisers and more different kinds of advertis- ers than any other network. NBC RADIO ♦October II, 1957 ADAM YOUNG INC. I %iA.ChAAAM4—. VS^IL and WRIT programmed to the excitement and interests of today's intensive life. The mature concept of radio hsten- ing, that insures a buying audi- k ence in two major markets. • • • • Keep pace with the times and call your ADAM YOUNG man for choice availabilities. Act by Mr. Poulsen, gath mation from many so^ relates it where projects it and decides flow of the river ty-two hours h^^e. On the basis oSiijg^finS which can be upset a| fa;^ the weather can chf engineers order that eleased upstream to hat they hope will b^ d river flow, his smail group adr ivision of water fi> reme Court decree court i-uled in the] the Interstate THE BALABAN RADIO STATIONS ADAM YOUNG INC. New York • Chicago • St. Louis • Los Angeles • San Francisco • Atlanta • Boston U.S. RADIO • December 1957 A.n(i smart timebuyers are changing their spots to 'Wl'.VTI This accounts for the rather significant increase in national spot business on "the gaslight station^ in 1957; a figure ichich, happily, points to another record-breaking year of national advertising and just goes to prove what better broadcasting can do. 'The Gaslight Station New York New Jersey ^v^^at! U.S. R.ADIO • Dctcnil)ci 1957 airwaves Radio's Barometer Spot: Prediction by Lawrence Webb, managing director of Station Rep- resentatives Association, that spot radio will reach the $200,000,000 mark this year is near achievement. Total sales (or the third quarter oi 1957 were $49,067,000, a l,'^ ]:)er cent increase over the $34,267,000 lor ihat period in 1956. $200,00 (12 $372,00 (Es $89,000 (Es 00 Spot s. Est.) 00 Local 0 Network ins on Air Sets in Use At the nine-month point spot business totalled .| 144,462,000, which is just slightly less than the $150 million-plus that was chalked ujj for all of 1956. No matter what the final tally reads, spot radio is having its biggest year in radio history. Network: NBC Radio expects a gain of 40 per cent in its billings for the next year, according to Matthew J. CuUigan, \ice president. {See Report from Xehvorks. p. 47.) By next April, Radio Advertising Bineau expects lo list the top 25 net- work advertisers according to the largest expenditures, ft is hoped that the list will include the company name as well as the money ouilav. II this list proves workable, the biueau will expand the number ol firms covered. In another move relating to the measmement of radio, Ke\in Sweeney, president of RAB, told v. s. radio that an overall 7 per cent increase in billings is expected for the coming year. {See Homelouni. U.S.A.. p. .87.) Stations: Total stations on the air, both am and Im ha\c jumped to .S,690, up 25 over a month ago. The complete station ac ti\itv looks like this: Stations on the air Applications pending Under construction Commercial AM C >mmerci(tl FM 3,157 533 368 29 122 47 Pointing up the great revenue gains many broadcasters ha\e experienced this past year is a statement from Gerald A. Bartell. president of the Bartell Group of six stations. Mr. Bartell said that gross revenues are up for his outlets 225 per cent over a year ago. These figures do not include the last two stations Mr. Bartell took over after Sept. 1. Mr. Bartell adds that "this \\i\\ be the greatest radio year of ail rime." Sets: Sales of radio sets tor the first 10 moutlis ol 1957 totaled 6,764,221, according to a compilation by the Electronic Industries .Association. For October alone, 923,849 radios were sold. .\s for car radios, a total of 4,362,091 were produced in the first 10 months. In October 522,746 were tin^ned out. Total radio production in the 10 inoiitlis tame to 1 1,945.534. Production in October amounted to 1,569,180. U.S. RADIO December 1957 THE STATION THAT CARRIES THE URGEST VOLUME OF AUTOMOTIVE SPOT BUSINESS IN WESTERN MICHIGAN BROADCAST TIME SALES REPRESENTATIVE for buyers and sellers of radio advertising 'HADIO DECEMBER - 1957 VOL 1 - NO. 3 ... IN THIS ISSUE . . . The Representative A RcpoiL on the .Sprouting Business And Services of Spot Salesmen Fm . . . the Frustrated Medium 1!)37 Was Bit; \tj\\\ lor Fni'ers 19r)8 Will Be Year ol Decision Radio Doubled, Sales Up Canada Dry Puts More Money in Medium Mutual Rebuilds with News liist in .1 St lies on Network Ftjrmats TWA on the Airwaves Airlines' Bi}><;est User ol Daytime Radio . . . DEPARTMENTS . . . 19 22 26 28 32 Airwaves 3 Radio Rej^isters 42 Soundin<>;s 9 Re|)ort from RAB 44 W'asliinmon 11 Re|)oit liom Repi(sentali\ts 45 Silver Mike 13 Re|)ort from Agencies 46 Letters to Kditor 16 Report from Networks 47 ]•()( Us on Radio 34 R(l)()it from Canada 48 IIonulDwn I'.S.A. 37 Radio Ratings 52 (iomnuK ial (ilinic 39 Names and Faces 54 Sialioii I.o<4 40 Kditorial 56 EDITOR AND PUBLISHER Arnold Mpeit liitsiiiess Manager Catherine Scott Rose Managing Jiditor Jonah (.illil/ Art Editor RoUie Devendorf ASSISTANT EDITORS Michael G. Silver I'atty Kirsch Patricia Moran {Washington) M ADVERT Secretary to Publisher Sara R. Silon I5ING l'ioducl!oii-Snlcs Scmire Jean L. Engel Western Manager Shell Alpert U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170 Western Office 1653 So. Elm Street, Denver 22, Colorado Skyline 6-1465. Washington, D. C— 8037 Eastern Road, Silver Springs, Md. JUnlper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore II, Md. Price 35* a copy; subscription, $3 a year, $5 for two years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright 1957 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. U.S. RADIO • December 1957 STORER RADIO STATIONS Toledo, Ohio Cleveland, Ohio >VJBK Detroit, Michigan >A/AGA Atlanta, Georgia >VIBG Philadelphia, Pa. Wheeling, W. Virginia iVGBS Miami, Florida GOING STEADY... AROUND THE For 14 consecutive years, Edward C. Kutz has delivered the news on WSPD-Radio at 6:00 PM. His "And a Good Evening to YOU" salutation is heard by 41 %. of the total radio audience* l-s^ f^ l>k '>r EDWARD C. KUTZ Mr. Kutz is also heard at 5:00 PM and 5:25 PM, and during the 14 years three advertisers have sponsored his newscasts without interruption. News is presented on WSPD-Radio 30 times a day, and top news ratings contribute to over-all audience supremacy. As in all other program categories — at all times — WSPD-Radio news ranks first! *C. E. Hooper, Inc., July thru September, 1957 RADIO Toledo NEW YORK— 625 Madison Avenue, New York 22, Plaio 1-3940 SALES OFFICES CHICAGO — 230 N.Michigan Avenue, Chicago 1, Franklin 2-6498 SAN FRANCISCO — 111 Sutter Street, San Francisco, Sutter 1-8689 U.S. RADIO • December 1957 how to turn WBC Radio's deejays knoiv hoiv to program the kind of music that puts cold cash in advertisers' pockets . . . fast! They are 29 reasons why no selling campaign is complete without the WBC stations. music into dollars They are the top showmen and salesmen in their respective markets. There's a sound difference on WBC Radio . . . and these popidar personalities can prove it! For quick results, call A. W. "Bink" Dannenbaum, WBC VP-Sales, at MUrray Hill 7-0808 in New York. WESTINGHOUSE BROADCASTING COMPANY, INC. BOSTON, WBZ+weZA PITTSBURGH. kD«a CLEVELAND, KVw FORT WAYNE, WOwO CHICAGO. WIND PORTLAND, KEK rEifvisiOM BOSTON. weZTV BALTIMORE, WJZ-TV PITTSBURGH. koka-Tv CLEVELAND. kvwTV SAN FRANCISCO, kPix WIND fcp-cicnted by AM Bodio SoIm WJZIV .cpfcierjed by Blo.f.TV ;PIX rcpiejcnled by Ihe Hon Agency, tnc. All oih«< WBC iianont lepfctefMed by Peie-J, GfAin, Woodwofd, Inc. Bob Sievers Jack Underwood Howard Miller Bernle Allen WOWO WOWO WIND WIND * Marv Hunter WOWO, Support the Ad Council Campaigns Bob Chase WOWO Dom Quinn WIND Jack Quinlan WIND Russ Conrad KEX COVERAGE Yes . . . but w W I ■irm. "^^^^^^y 1 In WHB's 96-county world IT'S A VtfHB PULSE! WHB is first in 432 of 432 quarter-hours 6 a.m. to midnight (/'«/.., Kansas City ^0-counly area ... 6 a.m. to midnight, Monday through Saturday, Sept., 1957) Whether it be Metro Pulse, Nielsen, Trendex or Hooper . . . whether it be Area Nielsen or Pulse . . . WHB is the dominant first throughout . . . with audience consistentl)' in the 40% bracket. And, WHB is the dominant first among every important audience-t)'pe! For WHB's unique combination of coverage and audience . . . talk to a Blair man ... or WHB General Manager George W. Armstrong. *situated in Missouri, Kansas and loua WHB Kansas City 10,000 watts 710 kc. |\J 'H^ ^ TODAY'S RADIO FOR TODAY'S SELLING bOD STORZ, PRESIDENT • HOME OFFICE; OMAHA, NEBRASKA WDGY Minneapolis St Paul REPRESENTED BY JOHN BLAIR & CO. WHB Kansas City REPRESENTED BY JOHN BLAIR & CO. WTIX New Orleans REPRESENTED BY ADAM YOUNG INC. \NQlAW[ Miami REPRESENTED BY JOHN BLAIR A CO. U.S. RADIO December 1957 soundings / Mutual Affiliates To Boost Each Other In Reaching Motorist MBS Sounds Out Turnpike Traffic, Too Mutual Bioackasting System will cx]hi iincnt at-tiie end oi this iu * Out-of-this world selling with down-to-earth rotes! More and more national and local advertisers are taking to the air in San Antonio ... getting satellitic results via ^ KONO. Sales are zooming to new heights for these fast- thinking merchandisers who KNOW that people on the go * listen to the station that's on the go . . . the station , that sets the trend for fast thinking — for better ratings — for better salesmanship. Get TODAY'S facts ... get audience AND ' « salesmanship . . . check with your H-R Representative N ' or Clarke Brown man 860 kc .5000 watts SAN ANTONIO Radio ilic (liaiite ol doubling ilie am broadcast band; higher fidelity in am broadcasts, and a reduction oi Inoacic ast interference. In New York, WAHC is one oi the -^■ni3uii.i,icl\3 l)3).nns st:i[ ii;qi siioiim ing with CSSB. During the first week of tests which started Dec. 8, VVABC used tlie new transmission system from (") p.m. to 8 a.m. The second Aveck, l>eginning Dec. 1,5, the hoius were slated to be 8 a.m. lo (i p.m. Senate Committee Advocates Broadcast License Fee Congress is being urged by the Sen- ate Connnittce on (ioseinment Op- ciaiions lo consider the possibility (j1 setting up a lee lor broadcast li- censes. The" lee idea can be traced back two years when the Hmeau of the Hiulget recommended that the FCC and other legidatory agencies look into the possii)ility of a fee s\siem. I he Conunission complied l)ui look ilie position that no lee should i)C' (liaiged since the law re- (|uiKs ill, It a piosjx'c live broadcaster obtain his license lee from the Com- mission. The cjiiestion became latent Avhen the .Senate Interstate and For- eign Coimnerce Conmiittee directed the FCC to shelve the ]jlan until it coidd be considered furthei . In res- urrecting the fee proposal, the Gov- ernment Operations Conmiittee ad- vances the opinion that "private in- terests" are lairhaired applicants at the FCC and that the favors extend- ed them ccjst nothing. The cost falls to the taxpayer, the (Conmiittee insists. NARTB's Freedom Information Role Is Stepped Up The most ciitical job ol \',\RTB's Freedom of Inlormalion Committee is to deal with the report of the .\merican liar Foundation that blocks any change in Canon .H5. This measure cjpposes radio-tv coverage of court trials — the opposition to television is much greater than it is to radio. The .Association's commit- tee is headed by Robert D. Swezey, executive vice president and general manager of WDSU-AM-TV New Or- leans. It recently held its meeting in New York. 12 V.S. RADIO • December 1957 the THIS MONTH: DON McNeill Founder and Star of The Breakfast Club Still A Front Runner After Twenty-Five Years This month's "Silver Mike" is pre- sented to a man who in 1930 lost a job because his station manager felt he had "no liiture in radio." For a man \\'ith "no future," Don McNeill has distinguished himself as the innovator and personality be- hind one of radio's oldest and most successful daytime variety program —on the air almost 25 years. The Breakfast Club began hum- bly one early morning in June, 1933, when Mr. McNeill took over an "anemic network fill-in program," The Pepper Pot, for a Chicago sta- tion. Within a few weeks he had changed the name and the format — and Tlie Breakfast Club was bom. Who was Don McNeill in 1933? He was a 25 year-old journalism graduate from Marquette Lhiiver- sity, class of '29, who had aspired to become an editorial cartoonist. To finance his education, he had gone to work at a Milwaukee station at $3.50 a week — announcing, writing a radio colimm, doing an engineer- ing stint on the side, and sweeping out two studios. Within two years he had worked himself up to $15.00 a week and was handling his own radio show. It was then, in 1930, that he lost his job for lack of a future in radio. Leaving Milwaukee, he became railio editor and announcer at a Louisville, Ky., station. There he met Van Fleming, with whom he originated a comedy act that stayed together for a year in Louisville and for 18 months over a West Coast net- work out of San Francisco. When the act broke up in 1932, he returned to Milwaukee and then got his break on the Chicago Pepper Pot show. Tlie Breakfast Club, which has entertained so many people and sold so many products, is a reflection of Don McNeill's philosophy of broad- casting. He has many times said that "each program for me is a premiere, including tomorrow's broadcast. It sure is better than working." This attitiule has made his show a family get-together for a cjiiarter of a century. His listeners, ^vho write almost 10,000 letters a week, and who buy the products he sells, are among the most loyal in radio. "We're mighty proud," he says, "of the constant flow of fine letters horn om- Breakfast Clubbers — letters like you'd write to your family." In his years on radio, Don Mc- Neill has received almost every radio award and accolade, and also cita- tions from many religious and com- munity organizations. He is one of radio's leading citizens, and a svmbol of radio's growth and potential. ••• RANKS 11th IN THE NATION in per family income ($7,339.00) Source: 1957 Survey of Buying Power COLUMBUS GEORGIA 3 county metropolitan area USES THE LOCAL & NATIONAL FAVORITE WRBL TELEVISION: COMPLETE DOMINANCE • MORNING • AFTERNOON • NIGHT '-"'" 97.3% RADIO: Area Pulse— May, 1957 LEADS IN HOMES DELIVERED BY OF ALL QUARTER HOURS 55% Day or night monthly. Best buy day or night, weekly or daily, is WRBL— NCS No. 2. WRBL AM — FM — TV COLUMBUS, GEORGIA CALL HOLLINGBERY CO. U.S. RADIO • December 1957 IS READING TIME: 6 SECONDS rf^#/l! DRUG STORE ONE BILLION DOLLARS IN DRUG SALES IN STORER MARKETS IN 1956"^ . . . with a significant share enjoyed by drug advertisers on radio and television stations owned and operated by the Storer Broadcasting Company STORER BROADCASTING COMPANY WSPD-TV Toledo, Ohio WJW-TV Cleveland, Ohio WSPD Toledo, Ohio WJW Cleveland, Ohio WJBK Detroit, Mich. WJBK-TV Detroit, Mich. WAGA Atlanta, Go. WAGA-TV Atlanta, Ga. WVUE-TV Wilmington, Del. WIBG Philadelphia, Po. WWVA Wheeling, W. Va. WGBS Miami, Fla. NEW YORK— 625 Madison Avenue, New York 22, Plaia 1-3940 SALES OFFICES CHICAGO — 230 N.Michigan Avenue, Chicago 1, Franklin 2-6498 SAN FRANCISCO — 111 Sutter Street, San Francisco, Sutler 1-8689 "1957 Sales Management "Survey of Buying Power" l^V.S. RADIO... ^ ... the monthly magazine for buyers and sellers of radio advertising. It has been predicted that "In 1962 radio alone will be doing $1.4 billion . . . double the current figure." Radio is the mass medium to reach the whole of America. U. S. RADIO stands ready to fill the needs of advertisers in their use of radio. An analytical and idea magazine for buyers and sellers of radio advertising. U. S. ILADIO devotes its entire ener- gies to this vast field of radio. Articles and features on tlie plan- ning and buying of radio advertising, delving into the whys and hows in the successful use of all radio, are supplemented by regular departments presenting in concise form the news and trends of the radio industry. U. S. RADIO . . . the monthly magazine devoted 100°o to radio advertising. 10,000 circulation . . . 6,000 copies each month to advertisers and their agencies. nm\ km DOC LEMON - 6 to noon ART ROBERTS - noon to 6 Double whammy! I New, stronger programming, personalities always the best buy in this market! Wcue The ELLIOT STATIONS great independents • good neighbors mssm Akron. Ohio - WCUE / WICE - Providence, R. I. National R«pr«sent«tiv«s Th« John E. Pearson Co. LETTERS TO Editorializing Like your niaga/iiit-. .Vrtide, "Taking Sides." in N()\enibcr issue fine. Recent- ly started our own editorial policy here. Appointed editorial board of forty in county, and thirty-two accepted and an- swered first questionnaire. Subject: United Fund. We feel that an editorial policy un- less influenced by cross-section of opin- ion could be dangerous. Spoken word with emphasis and inflection can be "blasting." Newspaper editorials sel- dom read. Radio editorials reach masses. Cireat power. Where did Hitler do his editoriali/ing? W. J. Page General Manager WABZ. Albemarle, N. C. Hard Sell versus Soft Sell 1 wanted to compliment )()u on the article "Hard Sell versus Soft Sell" in the November issue. You handled the subject very well, (iood huk to your new magazine. Edword H. Mahoney V.P. and Vice Chairman of the Creative Board Cunningham and Walsh . . . Looks udndcriull Arthur Bellaire y.P. in Charge of Radio-TV BBDO RAB's "Pocket Salesman" \Vc appl.iud liic ellorls of the Radio .Advertising Bureau, as reported in your last issue, in using tape recorders to sell radio to advertisers. You mentif)ned that R.\li has been doing this for six months. We'd applaud even harder — and be most appreciative — if you'd men- tioned that Broadcast Time Sales had been taking its stations "in person" to advertisers and ageiuies lor almost five years. Our own experience in using the sound of radio to sell radio has con- vinced us thai it is the best way to sell the medium. U is usually a little hard to pin down exactly why a sale was made, but all of our salesmen can name any number of instances when, after hearing a tape recording of one of our stations, an advertiser bought because he felt this was the station tliat could do the kind of job he wanted done. Sam Brownstein Promotion Manager Broadcast Time Sales Pioneer Advertiser Ihank you very much for awarding me the "Silver Mike." I was very much pleased with the article hailing me as a pioneer advertiser. The,se things happen and are thrust 16 U.S. RADIO December 1957 THE EDITOR U|i()n a person aiul il they are success- lul they receive an award and if they are not successfid tliey lose their joljs! It so liappened we had a wonderful jirodiKt which oiue introduced stayed sold for a long time. Thank you again very much for this valued recognition. Charles S. Beardsley Chairman of fhe Board M/7es Laboraforiei Kudos Tliis letter ought to have been written a month ago when your initial issue of U.S. RADIO came in. I most assuredly wanted to be among the first to offer congratulations and to wish you success, especially since I have been so vocal at times about the playing down of radio in the trade press. Now that your venture is "off the ground" I hope its career is as spectacu- lar as the October launching. Lawrence A. Reilly Presideni, WTXL We%f Springfield, Mass. May I be among the many who must be sending you best wishes for every success. Seymour N. Siegel Direcfor. ^NYC New York Congratulations on a great new maga- zine. We here at WCEN think that it does a lot for the outlying radio stations in keeping up on the phases of radio work. The Staff WCEN Mount Pleasant, W/cA. Your magazine has been received here very well. We need those success stories from advertisers. George Mastrian Program Direcfor, WCPA Clearfield, Pa. . . . AVish you all the success in the world in your new enterprise. Noel Rhys Executive Vice President Keystone Broadcasting System . . . Sincere best wishes for success. Lee Barfell Managing Director, KCBQ San Diego May we congratulate you on a terrific first issue! Holt Gewinner, Jr. National Sales Promotion, ]VSB Atlanta I want to congratulate you on an ex- cellent magazine. It certainly does an excellent job of coverage of that most important medium, radio. Albert T. Fisher, Jr. President, WPAL Charleston, S. C. WKLO LOUISVILLE •%" With these WKLO Air Salesmen you reach the heart-strings that control the purse-strings of Rich Kentuckiana. May we tell you more about their Proof Positive (PROFITABLE) Performance? Ask Bill Spencer, Manager, or Your JOHN BLAIR MAN U.S. RADIO December 1957 17 UYllU /...THAT'S WXYZ RADIO, DETROIT Here are the people and promotions that make it so! McKENZIE ! Few Deejays in the country have achieved the stature of Ed McKenzie. He's looked up to by teenager and adult alike ... so much so he's been named Detroit's "Man of the Year!" Community awards? Ed's got a hatful . . . because like all WXYZ talent— he gets around' SHORR! It's Standing Room Only when Mickey Shorr's the emcee' He's just as much at home at a theatre stage show as he IS behind his mike at WXYZ Radio ... and always delighting his audiences with his special kind of jargon that has worked its way into the language of Detroiters' Yes, LIVELY . . . that's AVXYZ Radio . . the station that gets around! And along with its famous local talent it integrates The American Broadcasting Networks new LIVE shows from New York, from Chicago, from Nashville. It all adds up to LIVE, FUN RADIO for all ages and groups of Detroiters. The kind of radio that's proving itself the most effective selling tool in Detroit — costwise and volumewise. .John Blair (S; Co. has the facts. B B " ' B-* B ^' Call them. What they have to say will be music to your ears! LIVKLY VtfXYZ-RADIO, DETROIT ''The Station that makes all Detroit its Studio!" U.S. RADIO ncccmbcr 19,57 V. S. RADIO • DECEMBER 1957 The His Business Out This expanding segment of the industry, setting an all-time high in 1957, is selling spot radio with new research and promotion. The role of the representa- tive, once simply a matter ot submitting availabilities, an engineering coverage map and the lowest cost-per-thousand, has ex- panded imtil representative firms have become complex sales and serv- ice organizations — whose total 1957 sales will reach an estimated ,S200,- 000,000. The various services to stations, agencies and advertisers perfonned in addition to his primary func- tion— the sale of spot radio — have caused the representative to estab- lish within his o\\n organization large research and promotional de- partments. Twenty-five years ago, according to LcAvis H. .\\ery, president of Avery-Knodel, "sales executives of stations had to canvass the prospects in a remote city withoiu knowing in advance who were prospects and who ■were not. "Also," he continues, "advertising agencies or ;ui achertiser interested in using spot in a distant citv had to board a train for that market, in- terview the station execs individual- ly, and place his advertising on an individual basis." Today, hcjw things have changed! More tlian 1,600 persons are em- ployed by the 53 national represen- tatives, not including the network spot sales departments or the 55 re- gional firms. But only about 620 of these employees are salesmen. The U.S. R.4l)IO December 195/ 19 THE REPRESENTATIVE others, more than 00"^,, are engaged in corollary lunctions — usually pro- motion and research. Better Perspective A national representative Ire- (juently has a better perspective than a local station. He has concrete evi- dence ol the pros and cons ot \'arious operational formulae. In particidar, a representative can influence a sta- tion's progranuning so drastically as to turn a third-rate operation into one ol the best in its market. In September, 1954, for example, when The Rolling Company began to represent WCB.M, Baltimore, the station's programming was "non-de- script, featuring slightly long hair records. " ■■\\'e reviewed the station's efforts and agreed to represent it onlv it the programming were violentK (ii.mged." reveals George W. Boil- ing, president ol the firm. "Cinrent- h, the station carries controlled popular nuisic and baseball, which was exacih what the doctor ordered for this ])articular market. "In a three-year period," Mr. Boil- ing claims, "the station's billing /oomed from about SlOO national billing U) a]jproximately SHO, ()(•() monthly national billing. This is a phenomenal success story. Boiling, in addition to its advisory work, was also doing a sales job in getting the inlormation to the buyer of the new look ol WCBM." Need For Research I he ol)\ ioiis need lor resiarch stems Irom the tridy coniplicaled naime of the representative busi- ness. "Probably no lorm ol nu'dia selling, or in fact any selling, re- (|uires so nuuh detailed and up-to- (iaie inloiniation as spot representa- tion," says Frank .\[. Headley, presi- dent of SR.A and ol H-R Represen- tatives. , Multi-Sell He j)oints to the lac t that with the representative selling announce- ments, participations, locally pro- (hiced service and entertainment pro- grams, and syndicated shows — and with the status ol each ol these changing from day to day — "to ne- gotiate the sale of even one spot an- nouncemenj, and to keep it sold, practically a ide lolder ol sales pro- motion material is needed and used." T he research and promotion de- paitments supply in workable form lor each s;dc: iiiloi matioii on price, compaiati\e station coverage, cur- rciu audience rating, previous sales lecoid, program content and prox- imity to advertising by competitive prodiu ts. And lo its o\\ii stations, the rep- Pefers, Griffin, Woodward Inc. began operation of an automation system this fall, designed by the Univac Division of Remington Rand. Here in Data Processing Department, PGW employees classify voluminous in- formation that will speed service to agency clients and stations. Employees were schooled in automation. 20 U.S. RADIO • December 1957 The research material being turned out is now a major part of the representation business Adam Ifauif Nothing succeeds like success. frcrifli proverb -^C-*--.. ^ •*• iw .•>*-• lesentative supplies voluminous in- formation and counsel in these areas: general station inlormation and background data, program and talent availabilities, reports of sales successes, descriptions of merchan- dising services, compilations of farm data, specialized maps and charts, advertising campaigns, press and public relations, and many more. Typical Expansion Typical ol the expanded role of the representative is this description of the New York office of Edward Petry & Co., by William B. Maille- fert, vice president in charge of radio: "Indeed the representative busi- ness today is going through a period of constant expansion, and as a re- sult, we are perhaps the most impor- tant middle man in American busi- ness. "To provide advertisers and their agencies with really effective and effi- cient marketing, we have expanded the Petry Company considerably over the past year or so," he con- tinues. "We have new departments such as our Sales-Service-Traffic De- partment which processes a moun- tain of information every day. We have a new Contract-Estimating De- partment. "We have new forms," Mr. Maille- fert adds, "new and very active com- mittees, and an expanded promotion and research staff. We are prepared to do research jobs of almost any size and scope. We are daily in- volved in sales development; we are very actively involved in station programming. "Petry has new printing equip- ment to put otu multi-colored pres- entations like our recent five-color presentation on nighttime radio; we (Cont d on page 50| U.S. RADIO December 1957 21 11 the VViffi '57 Strides Behind Them FM'ers Look to Brighter '58 Despite Past Misfortunes And Attempts to Alter Band The past year has been one ol tJic most eiitluisiastic in the recent history ol fm. Yet, at the same time, outside demands for fni's air space have never been louder. With 5.S.S stations on the air and anotlier 17 inider (onstruc tion, Im stations lace a decisive— and many ])e()])k' lee! blight— year. To get the Im story, u.s. radio talked with the author of the "Ray Stone Report," ofHcials of an FM group, an independent FM broad- caster and an "FM only" representa- tive— to discover what's ahead lor "the Irustrated mediiuu." "It woidd be unfortiniate if FM did not become successful just for the absence of coordination, research and organization," says Ray Stone, author of the March, 1956, rejwrt that stirred the industry. "But this is a jjossibility. "In the oiiginal report," continues the Maxon, Inc., timebuyer, "we said: 'The extreme lack of informa- tion seems to be the fault of everyone concerned. It is doubtful that there is any other business in the l^ S. of 99 U.S. RADIO • December 1957 RAY STONE comments on his widely-read FM report and speculates on the future. DONALD H. McGANNON expresses the faith of Westinghouse Broadcasting Co. in FM. frustrated medium ## the magnitude of F^^ al)out which so little is known.' "A new report woiikl come out in March or April — il one comes out at all. There doesn't seem to be much ol a need for it. We woidd just bring it up to date and organi/e a lot of material. "Since the report," Mr. Stone notes, "there has not been much change generally. Specifically, there has been some. Los Angeles, for in- stance, is having what you could call a 'boom,' New York is better. But," he warns, "FM must achieve some organization in the next year or so — because of the study the FCC's mak- ing. Fortunately, FM has made some good impressions in the past year or so, but it must get stronger." Mr. Stone adds that "if the FCC changes it along the lines of some talk Fve heard — if it changes techni- cal requirements — that could obso- lete sets. FM would then not be 'un- desirable'— it would be 'non-existent.' "AM radio," Mr. Stone points out, "was organized by, regardless of w'hat you call it, the networks. And the networks "ot it off the around. VV^hat does FM need to sell it? The same kind of coordination. A coordinated grou}) of stations. "Give me 10 top markets," he theo- rizes, "with good stations featuring consistently good programing from 7 a.m. to 11 p.m. To get national advertisers, this is the obvious place to start in an air medium. "Time schedules won't be needed like ordinary networks. You'd eli- minate the drawbacks of ordinary networks with 'clock hours' and local news. Formats would be similar in major cities, although coordinated progranmiing could be altered for smaller markets. The 'network' could provide at very little cost practically half the programming. That would solve for the stations the problems of what and how to program and ■\vhich selections to play. "There are good atid excellent sta- tions from both a personnel and pro- gramming standpoint today," com- ments Mr. Stone, "but they lose sight of the fact that they have to make some monev. "Many FM broadcasters seem to overlook the essential requirements of what we in the United States call successful broadcasting: A profitable station income. It doesn't have to be a large one," he notes, "but there has to he some profit. And practically the only way to secure a profit is through the sale of commercials. "National clients have been most responsible for the success of AM radio and tv," continues Mr. Stone, "1)TU they have not been interested in FM because of the lack of basic promotion and research. They must be factually shown that FM is not in competition with AM or TV. It is a specialized medium. The others are mass media. "Simultaneous operations basically are not providing anything. FM should go after an entirely different audience. In England its bigger than ever," he points out. "In Emope there are as many FM as AM sta- tions. But in the United States, \\ here it has so many advantages tech- nically and for advertisers, F^[ has Tiot grown as it shoidd." U.S. R.4DIO December 195 23 There are encouraging signs that the Stone Report has done some good. There are many groups today fighting to put FM on a par with the other media. Westinghouse Broadcasting Com- pany's FM outlets, for instance, are offering advertisers "'a rifle shot rath- er than a shotgun." According to J. B. "Steve" Conley, special assist- ant to the president of WBC, "V\'e are enjoying pronounced success with KDKA-FM, Pittsburgh, and KEX- FM, Portland, Ore., both of which began operations August 1. \\liZ- FM, Boston, and KYW-FM, Cleve- land, are scheduled to begin opera- tions by the first of the year. They were delayed for technical reasons. "We are especially gratified," says Mr. Conley, "that some national ad- vertisers have been attracted. Both Gulf Oil and Westinghouse sponsor one-hour shows daily." Faith in FM WBC's faith in the futine of FM was exprcsNcd recciuly by its presi- ckiu, Donald H. McGannon, who stated that "FM is at last on the march, and that day may not be too far distant when our country will have three separate major media for broadcast entertainment and adver- tising: television, .\M ladio and YW radio. "Each would serve its own audi- ence and advertisers." he contiiuied, "with its own kind of progrannning. We ha\e enough confidence in this thesis ... to make a considerable investment of time, effort and money in it." WBC agrees with Ray Stone that each mediimi shoidd provide sepa- rate services to separate audiences. "Our television stations," Mr. Mc- Gannon said, "provide a l)lend of highlv produced, star-cast entertain- ment in the form of network and film progrannning, with local inter- est productions, calcidated as high quality, mass-appeal viewing. Our AM stations coml)ine music, news and service with panic ular attention to the tastes and needs of each local itation area. .\nd here again, the goal is . . . mass-appeal listening. "In our FM programming," he said, "we will aim to sene a more specialized audience, the ever-grow- ing number of fine nuisic, high fidel- ity fans whose particular listening preferences are not specifically served by the general run of our AM and television programming." Westinghouse expects to attract "large and influential audiences" through FM. They believe that there will be a new emphasis on education in .\nierica which, added to a con- stant cultural growth they feel has oc ( urrcd chiring the last quarter-cen- turv. will create the demand for l)etter FM-tvpe progranuning. - II the Los .\ngeles FM boom is any indication, Westinghouse may indeed get those "large and influential audi- ences." There will be 20 FM stations in the Los Angeles area by Jan. 1, 1958. Of these, 11 are full-time commercial "FM only" outlets, five are simul- taneous operations with AM outlets, one is an educational station. National Advertisers The most encouraging news about the boom is the fact that it has at- tracted imjjortant national advertis- ers. Some who used FM in the past year are: .\dmiral Corp., Breast-O'- Chicken, Capitol Records, Cinzano Vermouth, KLM Royal Dutch Air- lines, Mercury Records, Xestle's In- staiu Coffee, RC.V Victor, Seven-LTp and I ime. Inc. In the Los .\ngcles area, FM sta- tions are cooperating on several proj- ects. Last month, at a luncheon given by Harry Mai/lish, owner of KRHM-FM, the broadcasters ap- pointed a committee to investigate the possibility of piomoting sales of the Regency F.M lelcVerter. The device converts any tv set to an FM receiver with the flip of a switch. "We are hoping that a majority of the FM stations will get behind it to increase listening," Mr. Mai/lish tells iT S. Radio. "The converter costs only $19.95." The Los .\ngeles operators are also looking into the formation of a per- manent organization of FM broad- castcis similar to the AM Southern (California l>roadcastcrs Association, Why buy FM? Fm reaches exclusive audience. These fine music and high fidelity fans are served very little by other air nnedia. An FM Unlimited study shows that from 50-75 per cent of listeners watch no tv. Listeners who tune to fm are gen- erally well educated. From 50-60 per cent are college graduates. Average income of fm tuners is higher than norm. About 94 per cent of the fm audience is made up of business executives, pro- fessional and technical men, edu- cators and skilled people. Among fm listeners, there seems to be more money to spend. About 70 per cent earn more than $5,000 a year and the remaining 30 per cent earn more than $10,000. 24 U.S. RADIO • December 1957 and extensive surveying ol the local FM market. "1 am currently engaged in selling oiu' Milton Cross Show to stations around the country," Mr. Afai/lish reveals. "From what other niediiun," he asks, "can you get 18 hours of the ^vorld's greatest music a week with the nation's number one music com- mentator? "This is the type of programming ^\hich makes FM a separate medium for a separate audience," he points out emphatically. "Only on FM could you hear it." An FM Representative FM Unlimited, another organiza- tion attempting to sell the medi- um, represents more than 30 "FM only" stations. Ed Merritt, vice presi- dent of the firm, admits that "basic commercial support is still local. National advertisers," he states, "are moving in only on a selective basis because there is so little available re- search on FM advertising results. "Generally," says Mr. Merritt, "ad- vertisers have misconceptions about PM. The industry as a whole has come to be kno^vn as a 'good music' or 'concert music' type of operation. The use of these phrases has become badly distorted. There are stations that exist for 'background music' and call themselves 'good music' sta- tions. But their music is certainly not concert music. That's why there is such need for research." What of the future ol FM? The figures, which don't lie, are almost }?henomenal. They indicate a de- cided renewal of interest in FM in the past year, and more particidarly in the past two months. Demand for Channels In that two-month period, 22 grants for new F'M stations have been made by the FCC. People in close touch with the mediiun's prog- ress can remember years in the past when 22 grants were not made. Two specific reasons for the sudden de- mand for FM channels are (1) the public's continued interest in hi-fi and (2) the success of background services. Accortling to the FCC, as of Nov. 1, 1957, total authorization for FM outlets stands at 580. Of that num- ber, 533 are on the air and 47 hold construction permits. Other figures, like the estimated 12,800,000 sets in use as of last month, point to a grow- ing industry. And the Electronics Industries Association looks at FM as "a healthy youngster on the brink of outgrowing the romper stage." It may be well that the "romper stage" is over, but adolescence may be even harder luiless the child is properly guided. With the "coordi- nation, research and organization" that Ray Stone talked about, FM could soon become a healthy young adult. • • • ^'-^^_CE In addition to having more money to spend and a better than average income, FM Un- limited reports that listeners of this medium have great buying power. About 80 per cent are between the ages of 2 I and 50. The fm audience Is loyal and appreciates the station that provides the type of programming it wants. At the same time, fm listeners re- spond to intelligent and soft-sell advertising, FM Unlimited states. OF FM In 1923, Major Edwin H. Armstrong hit upon the idea of a transmission technique which worked on opposite principles from am. Throughout the 20's and 30's, Major Armstrong refined fm until by the late 30's several experimental stations were on the air. WSM-FM, Nashville, received the first commercial fm license on May 29, 1941. Events which interfered with fm development (according to the Ray Stone Report) were: (1) World War II. (2) FCC change of frequency band. (3) The growth of tv. Actions which retarded fm's growth were: (1) Questionable set or circuit de- sign by many of the larger elec- tronic manufacturers. (2) Irregular fm set manufacture and sales campaigns. (3) Unsatisfactory promotion of fm among manufacturers, distribu- tors, retailers and servicemen. (41 The combination of am-fm-tv licenses under common owner- ship, especially where other mass communication facilities are also commonly owned. (5> Stations giving fm as a bonus to am. (6) The radio networks, service or- ganizations, station representa- tives, agencies and clients' sub- sequent acceptance of free fm. In spite of these limitations, fm has been able to survive. Most of the credit for this belongs to a hard core of broadcasters who persevered the "dog days." Their faith has been re- warded, especially in 1957, with the steadily growing number of fm oper- ators who are making their outlets paying propositions. U. S. RADIO • December 1957 25 Canada Dry: Radio Doubled, Sales Up Outlay for radio up 100 per cent In three years — outstrips Other media in rate Of expansion (laiKida Dry is iisiiit; iwicc ;is imuli radio todax as it did three years aj^o. In li)r>l ihe Ijcveras^c firm and its bottlers earmarked S250,00() lor radio. Hy the end ol this year the bndi^et al- lotted to ladio will reach .SfjOO.OOO. During the same three-year peri- od, according to F. E. Hensen, jr., adxci tising manager, the percentage spent on ]jrint advertising remained constant, while television allocations dropped 8()''(,. The total advertis- ing budget for Canada Dry lor the same time span has risen lO"^',',. .Mr. Benscn attributes radio's rap- id expansion in the Canada Dry pic- ture to radio's "extreme ilexibility and low cost. Radio offers decided advantages as an advertising medium for a carbonated beverage company, because its flexibility allows lis to piomote easily different combina- tions of products in different mar- 26 U.S. RADIO • December 19.')7 kcts clepeiuliiig on the needs in each area. We can also quickly increase our advertising pressure at peak selling seasons like Christmas, which is coming up now." Canada Dry, which will celebrate its 5()th anniversary next year, started out marketing just one product, its "pale dry ginger ale." ()\er the years the company has added soda, quinine water, collins mixer, root beer, Spur cola and a lidl line ol Iruit flavors. The parent company itself owns and operates 19 bottling plants, and has granted franchises to 164 inde- pendent bottlers across the nation. Most advertising except for national magazines is now done on a local level with the parent company and the bottlers contributing equally to the budget. Bottlers Buy Time Tlie bottler in each area buys his own radio and tv time, and his own local newspaper space. He is ad- \ ised and assisted wherever neces- .sary by Canada Dry in New York, and by its agency, f. .M. Mathes, Inc. According to E. William Dey, Jr., Mathes accoiuit executive, "About 60% of the soft drink market goes to colas, so in the overall picture, Canada Dry is competing for the other 40% of the market. We have a special advertising problem be- cause of the variety of our products and because of varying tastes for these products in different sections of the coimtry." Mr. Dey explains that in some sec- lions of the country the Canada Dry fruit flavors are the big sellers, while in other areas the mixers or the gin- ger ale hit the sales peaks. "Radio," Mr. Dey points out, "is both local and flexible. An individ- ual bottler knowing his own area can buy time on spot radio for the Canada Dry j^roducts which should be hit hard in that locale. We then siqjply proper commercial copy. "We did have a network televi- sion show a few years back, but have dropped it. We foiuid the cost pro- hibitive, and also we did not have the versatility we needed. On net- work tv we couldn't push om^ Hi- Spot Lemon Soda in one area and our ginger ale in another." Mr. lU'uscn fuids that radio pos sesses another important advertising advantage. "During peak seasons we can gel ihe kind of spots we need. For example, at (Christmas time we emphasize our mixers, often with saturation of 50 to 150 spots a week on the same saturation." Here's one of Canada Dry's mixer commercials which makes the rounds at this season of the year: Here's another character from the Canada Dry Rogues Gallery: It's 'On-the-Rocks Rudy " . . . On the Rocks Rudy and his wife Judy Quaffed strong drinks in their own "solitude-y " Not one friend thought these things savory, To take even a sip took considerable bravery. All agree: a mixed drink is a better libation When it carries the flavor of Canada Dry Carbonation. What's really better about Canada Dry? That exclusive Canada Dry Pin-Point Carbonation, for one thing. F. E. Bensen, Jr., Canada Dry ad manager W. E. Brayton, Mathes vice president It helps you feel good the next morning by speeding the liquids through your system 80% faster. It helps aid your digestion. And Can- ada Dry mixers — Club Soda, Ginger Ale, Quinine Water, Collins Mix and Hi-Spot Lemon — have a dry taste that brings out the "true " flavor of the spirits. And Canada Dry's exclu- sive Pin-Point Carbonation makes drinks sparkle longer, brighter. Don't be an On the Rocks Rudy — enjoy that next mixed drink — and make it with a Canada Dry mixer. Remem- ber: with Canada Dry, you taste the difference in the drink, feel the difference in the morning. Canada Dry Iniys daytime s|)oi ra- dio heavily, which averages about 62% of the total radio Inidget. .Mr. Bensen says, "Radio record shows are highly popular with teen agers \.ho think more soft drinks than any other age group. Housewives who do the family buying listen to daytime radio. They can't do house- work while watching tv or reading the newspaper, but they can keep the radio on." Canada Dry and Mathes point to (onsiderable sales increases in areas using spot radio heavily. William E. Brayton, Mathes vice president in charge of the Canada Dry account, mentions a recent 20"(, sales jmii]) in Cleveland, Boston and Los .\ngeles after heavy radio spots were bought. Mr. Brayton attributes the upswing in Canada Dry sales directly to ra- dio, as the schedides for oihei media lemained the same. Mr. Brayton says that three years ago Canada Dry was buying 75 radio stations regularly. Today the com- pany advertises over 105 stations on a consistent schedule, Avith extelleiu sales residts. Radio, reports Canada Dry's Fied Bensen, also serves the compan\ well on special promotions, whidi it may wish to run in a particular sec- tion of the country at a particular lime. In 1954 Canada Dry sales were approximately 567,000,000. When the annual report comes out this year, thev will have clind)ed to over $86,000,000, according to Mr. Ben- sen. "We feel that there is a direct correlation between our increased sales and our expanded use of radio dining the same ])eri()(l." lie (on- ( hides. • • • U.S. RADIO Dt'tember 1057 27 One of a series in an analysis Of netii'ork l)rograinining and sales Paul Roberts, president of MBS. Mutual Rebuilds An extensive format restyling featuring news, music and sports is starting to pay off for MBS and its affiliates. The Washington office is Mutual's chief news bureau, presided over by Robert F. Hurleigh, vice president in charge of operations in the Nation's Capital. The day's news budget is thrashed out in Mutual newsroom by Mr. Hurleigh (left) and veterans Cedric Foster and Jaff Ford (right). Mutual uses all major wire services in New York and Washington. MiiiiKil Uroadcasting System is etlgiiig its way into the PN black through news. Its en- liic piogiannning structure is being l)uik arouiul a liarcl-core news oper- ation that is comparable to any big city paper. Vhv iiiinic'cliate wisdom ol this action is icllc'c(cd in sales data which show thai all newscasts are sold out through Dec. .SI, with every reason 10 believe that this healthy picture will be seen throughout the year. Paul Roberts, president of MBS, is shooting lor projected billings of .SI 1 million lor 19,58. In 19,')7, gross revenue will probably come to about S8 luillion. .\inoiig NFutual's most saleable connnodilies will be news and spe- cial events. New York now serves as national and international news headcjuarters lor the network. Wash- ington, the network's chief l)urcau, illustiates how this hard-core opera lion has taken shape. In the "city-room" atmosphere of a busy edifice in the Nation's Capitol, 11 specialists are engaged in dvt manufacture of one of the most in- demand products in modern radio. The place is the Washington heac- quarters of Mutual; the people are 28 U.S. RADIO • December 1957 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ (Network Vlfith News radio journalists; their tool is a microphone, and their product is news. MBS's extensive news service broadcasts every half-hour, 34 times a day, with nearly a score of these broadcasts originating in Washing- ton. It constitutes one phase of the network's new look, now in its sixth month of operation. After a long analysis of the patterns of radio pro- gramming and the many changes that have dotted radio's history, the decision was made that if Mutual, a radio-only network, was to keep pace and supply advertisers and affiliates with what they wanted, it was time tor some extensive revision. Last June 2, MBS launched its new programming concept — up-to- the-minute news, music and sports. The main spring of the concept is news, with MBS news and special events director Norman Baer super- vising the overseas and news head- quarters operations in New York and Washington operations vice presi- dent Robert F. Hurleigh directly su- pervising the myriad news chores in the VV^ashington bureau. The entire plan was unicjue in terms of a network undertaking, Mr. Hurleigh pointed out in an inter- view with U.S. RADIO. "There was really no waiting period — no mark- ing time — to see whether or not this thing woidd take hold. Network revenue is up, sales are up — in fact our news is sold out. And the idea was extremely well received by the stations," he said. Emphasizing Mr. Hurleigh's words WAS the report from ne^\■s chief Baer that one firm alone. Lever Bros., had tacked the S.R.O. sign on Mutual's news schedules through the end of the year. In Novemi^er, Lever pur- chased all a^■ailable five-minute news periods for Pepsodent toothpaste and Dove hand soap. This year, therefore, will close with a definite commercial plus. Station reaction to the MBS re- vamp is reflected in the network's affiliate statistics. An alarming num- ber of radio outlets were straying from the Mutual line-up before the old gave way to the new. In 1956, Mr. Hurleigh noted that network affiliations dropped between 10 and 15 per cent, from a 499-station line- up. But the trend began to reverse itself six months ago when the new program format was inaugurated. .Affiliation agreements are presently up an estimated 20 per cent, total- ing about 450 alter having dropped to a low of 420. It was ob\iously this down curve that put emphasis on the immediate need for a change. A growing num- ber of stations were determining to go it alone as independents. When they terminated their affiliation with the network, a majority of the sta- tions turned to the music-news for- mida. It proved successful. in a sense, both Messrs. Hmleigh and Baer explained, MBS simplv fol- lowed suit — but on a broader foun- dation. The netAvork acl\ainage was one of access. On a national level, it had commentators a\ailable with tested reportorial skill, training and solid news backgrounds to supply stations with a ne^\•s service so professional and comprehensive that it would be almost impossible to duplicate on a local basis. As a group, network- calibre newscasters are simply out of reach of the average station, geo- graphically and economically. "News. That was the only essential thing we could offer an affiliate that could make us valuable and attractive to him," Mr. Hurleigh said. And he stressed that the news had to be top notch, original in presentation and U.S. RADIO December 1957 29 H Mutual's crack Washington news bureau on the job interyiewing top political and governmental leaders. Norman Baer directs MBS' news cover- age from the New York headquarters. Ken French goes after the Adiai Stevenson story at the latter's tem- porary State Dept. desk shortly after his advisory appointment. Charles Warren asks Sen. John McClel- lan of the day's happenings on the H Steve McCormick holds stand-up chat with Max- well Rabb. Secretary to the Presidents' Cabinet. Floyd Mack gets the State Department view from Lincoln White (r). thorough 111 (oiitciu lo retain its at- tractiveness to advertisers, to stations and to listeners who depend on the accuracy they get on radio. lOday, Mutual news is an incli- \idiial and sell-reliant operation. First step in creating added diincn- sioii to its new prograinining was (ontracl-signing with lour major news services, Associated Press, Inter- national News Service, United Press and Reuters, lor duplicate service in Washington and New York. 1 he ra- dio wire service contracts lor VVash- in,s',t()n were transferred to the New ^()lk iicadcjuarters. Correspondents were added in key places — particu- larly in Pan .\nierica and South .Vincrica — with additional lacilities set up in London, Paris, Bonn, Ber- lin, Ankara, Cairo, Jerusalein and Moscow. Senior and junior writers — actual- ly help-mates in production ol each news show — were added to the MBS employment roster. Most ol Miuu- al's on-the-air news voices are vet- eran newsmen who like to write their own cojjy. Gabriel Heatter, who brcjadcasls Irom the Miami bu- reau, is now in his 54th year as a reporter. Frank Singiser has 28 years* experience in news. He airs trom New York. Fulton Lewis jr., who celeljrates his 2()lh anniversary on MBS Dec. 27, is a King Features 30 U.S. RADIO December 1957 CASE STUDY: NEW FORMAT LEADS TO EXPANSION As Miiuial Broadcasting System re- builds its operation based on the news-music-sports formal, t^\•o \'ery significant things have happened. In the first place, it is expanding its network day to 19 hoius beginning January 1. It has been on a I7-houi day since Jiuie 2. Moreover, u.s. RADIO has learned that MBS is for- mulating j)lans to go to a 24-hoiu- broadcast day by mid-March. The second notable development has been the retinn to Mutual — and network radio — of advertisers who haven't used this vehicle for many years, some as lar back as 1949. Paul Roberts, president of MBS, said the reasons for lengthening the network's broadcast hoius are two- fold. Stations, particidarly those in the Pacific and Rocky Mountain time /ones, have recpiested addition- al nctwoik news programs. In addi- tion, Mutual senses a tendency among national advertisers to once again use late-evening programming times for commercial messages. Among the advertisers who are now back at Mutual alter having departed in 1949 are General Foods for Jell-O, and Kreml. (Colgate- Palmolive Co. is another recent pin- chaser of Mutual time, having bought Bill Stern's morning sports- casts for its Colgate instant shave cream and men's line. Pharmaceuti- cals Inc. has bought Gabriel Heattcr on Tuesday and Wednesday for Serutan and Kieml. Other new clients ol which Mu- tual boasts are Sterling Drug Inc., I*. Lorillard Inc., CChrysler Corp., H. ). Heinz Co., Equitable Life Assm- ance Society, Liggett 8: Myers, Quak- er State Oil Refining Corp., Readers Digest and the Florists Telegraphic Delivery Association. Another programming innovation that MiUual is trying is its first kid- die show since the Mark Trail pro- gram went off the air in early 1953. The new show is called Story Prin- cess and premiered Dec. 2. It is heard frc^m 6:85 to 7 p.m. and will be offered by MBS as a station serv- ice. Syndicate by-liner and a lormer Washington city editor. In addition to utilizing Mutual's own facilities, he has a staff of liis own in VV^ash- ington. Mr. Lewis sets some kind of record in that during his 20 years he has always been heard at 7 p.m. Head man for Mutual in Washing- ton, Mr. Hinleigh has been with MBS for 13 years and has been a newsman for a quarter centiny. In New York, such veterans as Les Smith, Lyle Van, John Wingate as well as Mr. Singiser write their own material. 1 he news writers, as such, oversee the "Operation Newsbeat" service from the network's stringers, special- ly assigned newsmen in the offices oi MBS' 450 affiliates. These strinsers are the men and women who call in their "air copy" from all over the nation — with actual reports in the "where - it - happens - you - hear - i t-hap - pen" theme. The number of MBS reporters as- signed to Washington is in itsell im- usual. Generally speaking, small staffs are maintained in capital news bureaus. Mutiuil, however, main- tains as large, if not a larger, staff in Washington than any of its other bureaus — or even in its New York headquarters. The reason is simple. More and more headlines are ema- nating from the capital, particularly the Congressional hearings. "It's one Washington dateline after the oth- er," Mr. Hurleigh noted. Tlie idea of stringers who are fiu- nished Mutual correspondent's cards suggested itself because of the blan- ket coverage that MliS enjoys across the country. This plan extends the reach of the Mutual reportorial staff and at the same time strengthens network-affiliate relations. Relying on the judgment ol a sta- tion's general manager, MBS asked that he select a newsinan from his own staff to represent the network locally. Cooperation was immediate, Mr. Hinleigh stated. At present, stringers are on the job for MBS at about 90 per cent of the affiliate sta- tions giving the network coverage assinance — much oi it exchrsive — in hundreds ol t()\\'ns and cities in the I'. S. 1 he project has been tagged "MBS Operation Newsbeat." In late September when the Little Rock in- tegration crisis was moiuiting, imme- diate details were available through KGHI Little Rock. When the Thor missile was sent aloft by the :\ir Force, MBS listeners got an on-the- air report from WlMMB Melbomnc, Fla. Early in Octoljer when one of the most meaningful stories of the century broke with the announce- ment that Russia had successfully launched the first earth satellite, the Sputnik 1 "beep-beep-beep" was heard in millions of American homes over MBS. This network story was supplemented by affiliates passing on impressions and opinions of knowl- edgeable people in their own areas. A train wreck in Kansas, an explo- sion in Pennsylvania, a storm ofT the Carolinas, Hoods in Texas — the Mu- tual network is virtually within min- utes of them all through Operation Newsbeat. As a by-])roduct of its stringer as- signments and to complement its Newsbeat pattern,, Messrs. Hurleigh and Baer are now working out the fornudae for the establisfiment ol the Mutual Network News Corre- spondents Association. Membership will comprise all assigned stringers and their own local news directors — if they so desire — as well as MBS correspondents all over the wc:)rld plus stafT members in New York headquarters and bureaus in Wash- ington, Philadelphia. Boston. Mi- ami, Denver, Salt Lake City, Los .\ngeles and Detroit. Anticipating such a wides])read cMoani/ation, Mr. Baer has alreadv sent questionnaires to each stringer and newsman in the MBS organiza- tioir asking for his or her choice of the top 15 stories of 1957. From (Cont'd on p. 52) U.S. RADIO December 1957 31 HENRY G. RIEGNER, assist- ant general advertising man- ager, Trans World Airlines. ^"" €^ r \ DICK ROMANELLI, account executive, Foote, Cone & Bsld- ing Inc.'s New York office. Iraiis \V^)ilil .Airlines' radio advertising has soared from ,S371.0()() in 1955 to S7()(),()(K) tliis year — an increase ol nearly 100%. "Radio is iar ahead ol otlicr media in rale oi expansion," says Dick Ro- nianelli, TWA account executive at Foote, Cone & Belding. "Whereas our use of radio has doui)led in two years, the overall advertising budget has jumped only 20%. Radio is com- manding a larger share of our bud- get each year." TWA, according to Mr. Roman- elli, is allocating 54,200,000 for com- missionabie advertising this year. "T\V^\ has led the way for airlines in the use of daytime radio," Nfr. Romanelli reports. "Approximatelv 70% of our sjjots are aired during peak times, early morning and late afternoon, when we hope to catch both the husl)and and the wife. The other 30<'„ goes princif^ally into eve- ning and weekend time slots." The airline came into radio about five years ago, using the medium to boost sales on slow-booking flights. Results were so good that TWA started to buy time in major mar- kets on a 52-week basis. Los Angeles, TWA Boosts Traffic on Airwaves Carrier pours $700,000 into radio In 7957 — leads airlines in use Of daytime programming Chicago, .\',.\v \(nk and San Fran- cisco formed the nucleus ol TWA's permanent railio <>(hcclule until this year. In 1957, T\\'.\ expanded hs year- lound radio advertising to include St. Louis, Bostcju, Wasiiington, Phila- delphia. Pitlsbingh, in addition to the four (iiics nienlioncd above. Periodic Markets Markets in which IW^V uses radio on a periodic ixisis include: Las Ve- gas, Hartford, Sj^ringfield, Mass., Hridgejjort, New Haven, Detroit, Cleveland, Phoenix, Tucson, and Denver. The airline uses two to four stations in most cities on its radio schedule. Henry Riegner, assistant general advertising manager for TWA, at- tributes the carrier's spectacular plunge into radio "to the increase in volume of low fare coach service. W'e find that the coach market is more quickly responsive to spot ra- dio. In spot radio we get a more widely selected audience. Listeners respond by calling the airline for information, and we find that sales occur in direct proportion to the number of phone calls elicited by commercials." St. Louis, in which 1 \\'.\ had not used ladio until this year, provides an especially good example of the medium's sales effectiveness, accord- ing lo F(;,^li limebuyer, Paid Claik. Starting in .April FC&B bought saturation spots in St. Louis, run- ning 40 a week on station KMOX. Eighteen of these air in the morning and 22 run on the Harry Fender record and interview show from 10: 15 p.m. to midnight. FC&B's Dick Romanelli reports "This is the best year in St. Lcjuis for TWA. And this, despite in- creased competition stemming from franchises just granted to two com- peting airlines." James Paisley, senior sales repre- sentative in St. Louis, says, "In the very first month of the radio cam- paign TWA set a record in St. Louis sales, and we're still going strong." Radio Sells Specific Flight's Radio's first function lor TWA has been to sell specific flights, as in the St. Louis area. Mr. Riegner points out, "Radio is quick and it is flexible. If a flight is lagging in a particular city, you can in the sjjace of 24 hours — or less — get a 32 U.S. RADIO • December 1957 T TWA FUNDS SPENT ON RADIO IN LAST FOUR YEARS: $277,000 19541 19551 $371,000 $649,000 $700,000 19571 commercial to a station boosting yom- flight. In tv it takes weeks to get a film strip into production and even daily newspapers do not now- adays equal radio's immediacy." Here is an example of a TWA commercial plugging a j^articular flight from Los Angeles to Wash- ington, D. C: (Jingle) Travel with tomorrow today Fly the smoothest way — TWA You can fly In quiet luxury. High above the weather You'll be floatin' like a feather Travel with tomorrow today The quality way — TWA. (Anncr.) Going to Washington, D. C? Fly non-stop aboard the great, new TWA Jetstream . . . largest, most luxurious airliner in the skies. Starting soon, you'll enjoy the quietest, smoothest trip ever! Fly the TWA Jetstream . . . non-stop to Washington, D.C.! (Jinglel Travel with tomorrow . . . today The quality way — TWA. Radio is not only Ijeing tised to sell specific flights, however, but is also employed more and more fre- cjuently to sell special TWA fea- tures, such as the new Jetstream air- liner, meals, comfort, etc. Mr. Romanelli believes in radio as an important medium to sell the airline as well as the airliner. "In fact," he says, "if we had the money we would maintain a constant, heavy radio schedule in all our major cities." AVhether TWA's sales pcnnt is a flight or a feature, radio which start- ed out just five years ago as a su]j- plemental selling vehicle, has already taken its place as a major advertis- ing medium for TWA. • • • KMOX, ST. LOUIS disc jockey, Harry Fender, and TWA's senior sales representa- tive, James Paisley, connpare notes on the airline's record-breaking sales in St. Louis this year. TWA has been sponsoring Fender's nighttime show since April, U.S. RADIO December 1937 33 focus on radio ClWk- A Quick Glance At People, Places And Eyents Around Radio-Land SANTA JOINS WEBC Duluth in biggest pro- motion stunt in station's history. To stimulate early Christmas shopping, station manager Bob Rich masterminded a Premier Christmas Re- view featuring displays by 60 local merchants. One third of Duluth's population, 34,000, showed up at the main auditorium on a single day after ten days of on-the-air announce- ments. Merchants were so pleased with sales that 50 have already signed up for some more of the same at the fair next year. ?>Jk&3, PERFORMERS AND PRODUCTS they sell over ABN surround networks president Robert E. Eastman at rehearsal for ABN's "live and lively" radio presentation at the Hotel Plaza in New York. Personalities are (left to right) Johnny Pearson, Don McNeill, Jim Backus, Bill Kemp, Herb Oscar Anderson, Jim Reeves and Merv Griffin. All were at the presentation. NEWS X 12 YEARS — 100,000 broadcasts over WIND Chicago sponsored by the Chi- cago Daily News every hour on the hour. Arthur Hall (left), publisher, and Ralph At- lass, WIND general manager, are shown go- ing over the script just before the anniversary show at 8 a.m., November 14th, at the studio. 34 U.S. RADIO • December 1957 WLW CINCINNATI WINS top awards for trade paper advertising at the Chicago Exhibition of Advertising and Television Art. Proudly viewing the blue-ribbon ads are Robert E. Dunville (center), president of the Crosley Broadcasting Co.; Jack Frazier (right), director of Cros- ley client service department, and Lowrence Zink, artist for Ralph H. Jones Co., who prepared the winners, shown at the Chicago exhibit. TV TOPS RADIO as Lyell Bremser, general manager of radio station KFAB Omaha, christens your.g Miss Thadden "Miss 11:10" and presents her with a check for a full year's college scholarship. Born on II 10 at 11:10, she was supposed to promote KFAB's frequency on the dial. Unfortunately for radio, her father is an engineer for WOW-TV, Omaha. Mr. and Mrs, Valere Thadden enjoy their youngster's first broadcast. STATION HELPS DEFEND Philadelphia, as WCAU's new short wave relay car is inducted at City Hall into the city's civil defense system. The car, completely equipped and manned on a 24-hr. basis, is ad- mired by Phillip Klein (with telephone), civil defense director; Joseph Tinney, and Joseph Connolly (right), vice presidents of the station. RUSSIAN SPUTNIK SELLS U. S. cars in Indianapolis with the help of WFBM reporter, Jim Bechtel (right), who is about to take off with the four man crew of an Allison Engineering plane to do a remote broadcast on Sputnik II as it flies over the city. The sponsor, appro- priately enough, was the 1958 Oldsmobile with its Rocket engine. CAKES, CAKES, CAKES! surround disc jockey Larry Johnson of WRFC Athens, Ga. Lucky Larry has 97 to taste-test before he can choose the winner of WRFC's Bake-A-Cake Contest. Did he bite off more than he can chew? ^1^ Atomic power in Caesar^s day? Certainly! It was there, in the ground, in the air and water. It always had been. There are no more "raw materials" today than there were when Rome ruled the world. The only thing new is knowledge . . . knowledge of how to get at and rearrange raw materials. Every invention of modern times was "available" to Rameses, Caesar, Charlemagne. In this sense, then, we have available tadaij in existing raw materials the inventions that can make our lives longer, happier, and inconceivably easier. We need only knowledge to bring them into reality. Could there possibly be a better argument for the strengthening of our sources of knowledge -our colleges and universities? Can we possibly deny that the welfare, progress — indeed the very fate — oi our nation depends on the quality of knowledge generated and transmitted by these institutions of higher learning? It is almost unbelievable that a society such as ours, which has profited so vastly from an accelerated accumu- lation of knowledge, should allow anything to threaten the wellsprings of our learning. Yet this is the case The crisis that confronts our colleges today threatens to weaken seriously their ability to produce the kind of graduates who can assimilate and carry forward our rich heritage of learning. The crisis is composed of several elements: a salary scale that is driving away from teaching the kind of mind most qualified to teach; overcrowded classrooms; and a mounting pressure for enrollment that will double by 19(57. In a very real sense our personal and national progress depends on our colleges. They must have our aid. Help the colleges or universities of your choice. Help them plan for stronger faculties and expansion. The returns will be greater than you think. If you want to know what the college crisis means to you, write for a free book- let to: HIGHER EDUCATION, Box 36, Times Square Station, New York 36, New York. HIGHER EDUCATION KEEP IT BRIGHT Sponsored as a public service, in cooperation with the Council for Financial Aid to Education 36 U.S. RADIO • December 1957 hometown USA • Local Promotion • Commercial Clinic • Station Log • Radio Registers /=K' Promotion in ^58: New Tecliniciues New Growtti Need developing for specialized campaigns As stations across the country sense The value of local and national promotion "Better promotion and more ol it has been almost as im- portant a factor as better programming in radio's increased sales volume for 1957," according^ to Kevin Sweeney, president of Radio Advertising Bureati. In 1958 Mr. Sweeney expects thai station advertising and promotion will continue to play a large role in radio's upswing. "Radio's sales vol- ume will of coinse depend, as all advertising media's volume depends, on the state of the national econo- niv," says Mr. S^veenev. "Unless re- tail business is off sharply, however, radio's total volume for 1958 ought to be at least 7% higher than in 1957." Industrv leaders e\ery\\here are studving the role of station promo- tion and advertising in radio expan- sion. One spokesman sunnned up the general feeling this way: "Radio stations sell time to advertisers to stimulate the sale of products or serv- ices . . . that such advertising \\orks is ob\ious to e\eryone. Therefore if selling advertising is radio's business and if it \vorks for others, no^v is the lime tor stations to use advertising as a tool to sell themselves." Marketing Associates, Inc. of New York, conducted a survey last month to determine \\hi\t effect, if anv, ad- vertising and promotion had on the groAvth trend in the ratlio industrv. A cjuestionnaire was sent to 300 rep- resentative radio stations throuohout the country; answers Avere received Irom 127 stations within three weeks. The findings, according to Market- ing Associates, indicate that station advertising and promotion are in- tleed basic to the sjrowth of radio. U.S. RADIO December 1951 37 HOMETOWN U.S.A. aiul lliat the stations respoiuiing recognize this relationship. Specifically, stations conclude that their present advertising and promo- tion programs have resulted in high- er audience ratings, plus increased numbers of both local sponsors and national accounts. 41.8% Up Ad Budgets The siuvey lurther reveals: • 11.8"(, ot stations replying plan to increase their a,.. heal the national wire services bv live minutes on the annoinuement and story of the American "meteor- ite laimching." The station, which had received the story by phone from Hanscom Field in Bedford. Mass.. lollowed with an exclusive intervie\\ with scientist Maurice Did)in, who headed up the project. • W'DGV, Minneapolis -St. Paul, is working witli ilu Better Business Bureau to rela\ reports to listeners. \varning them against fraudident l)usiiiess practices. • KLTI, Longview, Tex., through its manager, Bob Geerdes, has inaug- mated a comnuniity move to set up a permanent tornado warning .sys- tem. • KliK., Caialina Island, has de- \otecl all public service efforts lor a month to a giant "Radiothon" to raise a portion of the SloO.OOO needed for a new connmniity hos- pital in .Vvalon. • K.SYI). ^Vichita Falls, Tex., has taken the lead in organizing a sixtv station, two - state "Southwestern News Exchange." The exchange members have been provided with a directory listing the stations, phone numbers, cross-reference listings ol 100 Texas - Oklahoma newsmen ac- cording to cities and home phone numbers, and other information. • WPEN, Philadelphia, recently became one of the first stations in the country to carry its weekly per- sonalitx jMogiaimning on a seven-day I)asis. jack OReilley. the station's early morning man, and Red Benson, late morning and early afternoon per- sonality, began broadcasting seven (la\s a ^\eek in Xovembcr. Only two ol W PK.N's first line shows arc on six c'.i\s a week. • ^^ \\'J made news with its in- iroduction to Detroit listeners of the "Melfxly Parade," designed to aug- ment the station's "More enjoyable nuisic" format. The new concept fea- tures "nnisic with a melody," and carries to the WW] audience the daily standings of Detroit's cinreni ■'hit list," which emphasizes the posi- tion of melodic times wiih a general apjjeal to all age groups. • In less than two months. KC.MJ. Palm Springs, Clal. has sold .50 "Op cration Imj)act " packages. The- pack- age deals are a tie-in with the sc.i- sonal "openings" and "grand open- ings" of the resort connnimitv — l-acked by the free use of a giant searchlighi. Each commercial mes- sage broadcast carries the tag line: "Follow the searchlight to the grand (-pening." The night of the opening. KC;.M| engineers man the light for three hours outside ilie client's l)iisi- ness. Texas Triangle luncheon host Gordon McLen- don (left) listens while H. B. "Bud' Neu- wirth (right) of John Blair & Co. gets to- gether with Bob Kelly of Lennen & Newell to talk about Texas Triangle radio market. RADIO ACTIVITY • -NlJC's newlv accjiiired stations Wj-VS and \Vf.\.S-FM, Pittsburgh, changed their call letters to WAMP and WFMP. The new letters add a ■p" lot Piiisburgh to the .\M and F.M designations. The American President Lines, which had used WAMP as call letters for its .SI ships, relincpu'shed them lo the new outlets. • WPAW. Pi o\ ideiice-Paw tucket, R.I., became an afliliate ol .\BX early this month. ^\'P.\W is owned and o|)eiatecl l)\ Roger Williams Broadcasting Co., and broadcasts with 1,000 watts on 550 kilocycles. • WMRB, Greenville, S.C., has joined the CBS radio network, re- placing WQOK as the network's alhliatein that city. W.MRB operates on a Irecjuency of 1 l*)() kilocycles with a power of 250 watts. • WZOK, Jacksonville. Fla., has become an affiliate of the .\BX. The station, which operates w'ith 5,000 Avatls on 1.S20 kilocycles, was recent- ly sold to Radio }ax, Inc., and was loinicilv known as W^fHP. • An international radio merger i)etween XECiM of Tijuana, Mex., and KALI, Pasadena, Cal., was ef- fected last month to increase Span- ish radio coverage throughout Southern California. • .VBX has acquired the Allegheny liroadcasting Corp., Inc., licensee ol KO\', Pittsbuigh, as a wholly-owned subsidiary. KOV operates with 5,000 walls on I 1 10 kilocycles. • .Meic-dith Publishing Co. has purchased its filth radio station, kR.MG, Tulsa, formerly owned by Western B r o a d c a s t i n g Co. The ".Meredith Grou]^" includes :WHEN, Syracuse: WOW, Omaha: KCMO- A^f-FM, Kansas Citv, Mo., and KPHO, Phoenix. • • • 40 U.S. RADIO • December 1957 mm^ WEBC PULLS in DULUTH AND SUPERIOR One Day Event brings over 33,000 shoppers. Conclusive proof of WEBC pulling power is shown in their one day PREMIER CHRISTMAS PREVIEW which was promoted only on WEBC. More than 1/3 the popu- lation of Duluth came ... by the largest response in Duluth's history from any media promotion! REACH DULUTH and SUPERIOR with . . . WEBC 560 kc 5000 watts DULUTH— SUPERIOR See your HOLLINCBERY MAN in Minneapolis, see Bill Hurley U.S. RADIO • December 1957 41 Coca Cola is buying the sound difference in nighttime radio Let Program PM make a sound difference in your sales. Call AW. Donnenboum Jr ,WBC-VP for Sales at MU 7-0808. WESTINGHOUSE BROADCASTING COMPANY, INC. w HOMETOWN, U. S. A. radio i Variety Store W. T. Grant Company tested WMOH, Hamilton, Ohio against local newspaper. Grant, with two stores in town, used newspaper for special sale at one and WMOH for similar sale at other. Customer had to mention at radio-promoted sale that he or she had heard it on radio. Result: first store sold $78 worth of goods — not enough to pay for newspaper ad. Second store, advertised over radio, sold more than $2,000 worth of goods. Clothing Store MacDougall's clothing store purchased $100 worth of spots during a two-day period over KPQ, Wenatchee, Wash. Campaign was yearly promotion for aen's suits selling at $49.50. Final results showed that for $100 outlay, MacDougall's sold $6,000 worth of suits. Campaign will continue on regular basis over KPQ. Paint Company Reardon Paint Company of St. Louis chose KTLN, Denver, for an eight-week campaign to hike sales of Bondex. At a cost of $2,854, 65 sixty-second spots per week were purchased. Percentage of sales in- crease for Bondex over similar six months the year before was 62!2%, highest among all districts of the United States. No other advertising medium was utilized — only one radio station. Appliance Store Kirklen's, a f\irniture and appliance st month gained 300% in over-all volume wi spots and participation in nine footbal over KCSB, San Bernardino-Riverside, Ca nylon hosiery as "leader" item for 6 ce tomers who "heard it on KCSB," store so in first hour. Switched to stuffed mon same price and sold 200 in 30 minutes — . a-customer. Quick re-orders made it po store to sell more than 2,000 items in week, all advertised on radio. ore, in one th 1,000 1 broadcasts 1. Offering nts to cus- Id 100 pair key-dolls at all one-to- ssible for less than a 42 U.S. R.IDIO • December 1957 T ANNOUNCING THE FORMATION OF (SOCIETY TO PRESERVE AND ENCOURAGE RADIO ENTERTAINMENT FOR EVERYONE) f^'^:^-'^ FEEL WE AT WGAR aic fulfillino- our obligation to you as ai: advertiser by providing radio entertainment for everyone. TJiafs why we take real pleasure in announcing our current series of Cleveland originated iveekly concerts by the world-famous Cleveland Orchestra on Saturday evenings at 7:05 o'clock E.S.T. These broadcasts are also available to more than 200 other CBS radio stations across the nation. Adult interest? Last year more Americans bought tickets to symphony concerts than baseball games ! Regular WGAR listeners have learned to expect fine radio entertainment on 1220 kc. . . . the best in popular music and jazz, interesting news programs, penetrating news analyses, variety shows, outstanding drama, and, of course, the top performers from among the many CBS stars. This policy has been paying off for our customers AM-FM CLEVELAN D, OHIO REPRESENTED BY HENRY I. CHRISTAL CO., INC DETROIT NEW YORK CHICAGO SAN FRANCISCO ATLANTA U.S. RADIO December 1957 43 OPPORTUI^ITY FOR A SALES REPRESEI\TAT1VE U. S. RADIO now has need for a national sales representative. If this man has a proven sales record, lives or could live in New York, is willing to travel, and welcomes the challenge of building a sales organization, he should write U. S. RADIO with full information about himself and his experience. report from RAB Tailor-Made Pitches For Regional Advertisers WRITE: Business Manager U. S. RADIO 50 West 57th St. New York 19, N. Y. Radio AdNcrtisino; Bureau can look back o\cr its sliouldir at l!)f)7 as its most successful year, in carryin<^ tiie story of radio to rc<>ional achertisers. Since last )anu.ii\. R AlVs I I man forte of accoinu c\eciui\cs has ira\elcd hundreds of thousands of miles through- out the comitry selling the concept of radio to the iiighly important regional businc-ssnian. The l)in"eau lias made specialized presentations to nearly 900 influential area advertisers in 44 cities. These demonstrations on the power of the medium have been witnessed by ap- proximately 3.5000 people. 1 he success of tiiesc illorts has prompted RAB to plan lor an e\en more ambitious program oi regional in- doctrination for 19,")8. The staff of ac- (oinit exeruti\es will be expanded to II ,iihI cinrent plans (.ill lor presenta- tions to i)e seen by nearh l.'JOO region- al advertisers in 60 cities during the year ahead. The \arieiy of area i)usincsses that have been covered i)y RAB presenta- tions is quite impressi\e. 1 hey include: advertising agencies, appliances, auto- nioti\e accessory chains, amusements, aiU(}mobiles. banks, bakeries, breweries, brushes, bottlers, confectionery, chain retailing, co-operatixe organizations, dairies, drugs, department stores, food and grocery, fiinn'ture. fuels, fertilizer, gasoline .ind niotoi lubiicants. hard- ware, insurance, jewelrv. i'unbci sup- ])lies, paints, prefabricated housing, pen- cils, proprietaries, public utilities, sav- ings and loan associations, steel, tele- piione and transportation. The 'Barrage' 111 in, iking presentations of this t\pe, RAB has developed a new sales tech- nicjue termed the "barrage." It con- sists of two- and four-man teams sj>end- ing from two to five days in a market keeping pre-arranged appoiiitiiRiits with advertisers to show tlu-ni radio ])resenta- tions. Because a "barrage" preseiit.ition in- vohes considerable expense to RAB, it is made only on assurance that a firm's ranking executive;; — the decision-makers — will be in the audierice. There is no limitation on the iniml)cr of people who can sit in, hui those with the au- thority to sign an order must be pres- ent. R Aii spends (onsiderable lime, eilort .ind nioiKN in putting together its pres- entations. In the jiast seven years, 39 research-documented \ehicles have been prepared. I'.ach is a])plied to a specific businc'ss. Ihe onlv characteristic th.it is coimnon lo .ill, ol course, is tli.ii they point out the dinu iisions of radio. .\c cording to R.\B. the average time it takes to deliver one complete radio study is 4,5 minutes. l{ach is a combina- tion of sight and sound based on a va- ii(t\ ol research material — research into the characteristics of radio and ol all competitive media: habits and loibUs of consinners: product and marketing stud- ies, and iinc'stigation ol the (|ualiiies of the panic ulai field of ijusiness lor uliich the presentation is (le\c4ope(I. .Among the aids used in c.ich picscn- lation are color slides and inagiutic t.ipes of cinrent commercials enabling ilic adxcriiscr to hear how r.iclio is be- ing Used In competitors. Presentation Points .\n example of the pcjinis covered in a typical R.\B presentation lo super- market operators includes about eight lea lures. 1. Outlining the foi iiiicl.ible competi- tion that supermarkets face. 2. Pointing up how radio (or any ad- vertising) can help. 3. Outlining the type of advertising supc'rmarkets should have. Among the statistics used on behalf of radio is that it covers the entire trading area and that in the lop 50 markets, 96.3 per cent of all families own at least one radio, while only 67 per cent of these families receive a met- ropolitan newspajier. 4. Supermarkets need advertising that builds huge circulation. 5. Supermarkets need advertising that reaches every woman shopper. 6. Supermarkets need advertising that will reach customers at the strategic moment. 7. Su]iermarkets need achertisiiig that gives the vital "last word" before women go out to shop. 8. Supermarkets need advertising that reduces drastically the cost of reach- ing people. • • • .44 U.S. RADIO Decemijer 1957 report from Larry Webb Comments On Simplified Form For Selling Spot December may be tlie month of decision for the Station Representatives Associ- ation's new Confirmation of Broadcast Order forms. The simplified radio and i\ forms, according to Larry AV'cbb, SRA's managino director, "will elimi- nate paper work among representatives, agencies and stations. "It will make it easier ant! more sim- ple for representative salesmen and timebuyers to do business," he points out. "It will make spot buying easier." The form was put togetiier and ap- pro\ed by a special conniiittee appointed by the board of directors of the SRA. It was presented for approval to the 17- member Broadcast Media Committee of A.A.A.A, which was to meet December 11-12 uiuler the chairmanship of BBDO's Frank Silvernail. On December 16, the full board of directors of SRA plainied to consider adoption of the form. Hopes For Approval "VV^e have been working on it for more than a year." reveals Mr. Webb, "and we are hoping that all members of the SR.A. will use it. And if the A.\.A.\ committee approves it, there's no reason why all representatives shouldn't use it. "With the old form." Mr. Webb notes, "so many copies change hands that it is, to say tlie least, confusing. When the agency receives confirmation. Lawrence Webb copies go to the station and the agency. But the agency might not get around to sending a A.\.\A contract form for two or three months after the spot has been on tiie air. "The business may be over and a bill sent from the station before the agency has sent a contract. It then becomes a mere formalitv. Necessary Information "Oin- new form," Mr. Webb says, "originates at tiie representative's office. He submits availabilities on a standard form. When the agency timebuyer agrees to a sale, the representative con- firms the order on the new form — which makes pro\ision for all necessary infor- mation. "On the back of the Confirmation Broadcast Order form are all pro\isions of the AAA.\ contract. The copies are signed and returned by the agency to the station and vice-versa — saving man- power, money and paper. "The new form fits machines such as Peters, Griffin, Woodward's Univac. This one piece of paper can do the work of all the present forms." • • • CONFIRMATION BROAOCAST OROER 'i\ the sound difference in nighttime radio let Program PM make a sound difference in your soles. Call A.W. Donnenboum Jr„WBC-VP for Sales ol MU 7-0808. WESTINGHOUSE BROADCASTING COMPANY, INC. U.S. RADIO December 1957 45 UJRf US ^oue^P/aees/ \S'ho\s pot Toprka's only mobilt^ unit ? . . . . WRK.N of course. N\ ho's pot all-new facililie*? .... WHEN. Vtho's poi the lop per. sonalilies? .... WRFN. An«l does if pav off for the aiel>en says YES. WRE\"s cosl- piT-thou-anery man show >ou how Vt KEN measures up on quality of aiMlirnre. size of au TUNES • NEWS • TIME soys I SELL MORE because my PULSE Is ALWAYS s o o o HIGHll KSO SAN DIEGO, CALIF. SEE... FORJOE& CO., Inc. report from agencies Agency Takes To Farm Radio OiR- of tlic l)ackbones of radio tliroiigli- oiu the medium's liistory has been farm products usage. Advertising agencies representing such clients have found farm radio an economiral and cfFicicnt buy. Over the last several years, agricul- tural agencies and advertisers have used this medium with increasing frequency to sell the farmer. .\ decade ago farm joiunals formidal- ed the meat and potatoes of agricultural advertising. Today, while tlie farm trade magazines manage to skim the cream off the top, radio is in second place and coming up fast as the farm product manufacturer's major advertising me- dium. Farm Agency One swell ageiuy specializing in farm products is Mix 1 1 Sidney Noble Ad\ir- tising. New York. It handles such prod- ucts as Arcadian Fertilizer, Virginia- Carolina Chemical Corp. (V-C Fertiliz- er) and Union Carbide's Crag products (Glyodin, for one). In the past year, this agency has used between 80 and 90 farm stations. In the next year, it is expected that the agency's use will be at least iiiaiMtaiiicd, and probably in- creased. According to media director, Troy Ferguson, Jr., "We anticipate that farm radio in 1958 will continue to expand just as it did in 1957. Over the last several years there has been a steady rise in both the number of radio sta- tions used by agricultural advertisers, and in the total billings." The Noble agency prefers to buy time between 6:30 and 7:30 a.m., and noon to one p.m. By 6:30 the farmers are avail- able after the crack-of-dawn chores, and are again in the house for lunch by noon. Mr. Ferguson states that fann advertis- ers like radio because of the low cost, which fits the pocketbook of most agri- cultural manufacturers who tend to be regional, not national, firms. riic Noble agency started using ra- dio about seven years ago. Up to that time it was practically all farm publi- cations. One of the things that brought about the change, according to Mr. Fer- guson, was that the stations themselves did an outstanding job of catering to farm product business. Another factor was that radio was inexpensive. But the important factor, Mr. Fer- guson stresses, is that the quality of pro- grannning offered by farm stations in- terested acKertisers and agencies. The dealers like it, too. Wherever they arc, farmers spend more lime listening to the radio, ac- cording to the new study comparing radio and print made by the National Association of Television and Radio Farm Directors. Farmers living in vil- lages spend 191 miniues daily listening to the radio, as contrasted with 34 read- ing newspapers, and 28 with magazines. Farmers living on farms listen 189 minutes a day, and spend only 31 on papers and 26 on magazines. Farmers living in irietropolitan areas tune their sets in for 139 minutes a day, read pa- pers for 36 minutes and spend 21 min- utes with magazines. Family Listening 1 he listening average for farmers is three hours per day. That the advertiser succeeds in reach- ing his market is evidenced by the fact that the average farm family listens to the radio 17 hours and five minutes weekly, as opposed to the national aver- age of 16 hours and 44 minutes (accord- ing to NATRFD). Agricultural advertisers and agencies buy news, weather, and radio farm di- rector shows, which have high listener- ship in rural areas. Farm director pro- grams attract particular interest because the director is considered an authority on agriculture in each area of the coun- try. Farmers consider it part of their job to keep informed on the develop- ments he reports. • • • 46 U.S. RADIO • December 1957 1\ report from networks Comment On Billings Attentive Audience Survey Significant Farm Data NBC has as much finn business on hand for 1958 as it had last March for the '57 year. "We are four months ahead of last year's schedule on the amount of firm business committed," Matthew J. Culli- gan, vice president in charge of NBC Radio, told u.s. radio. "In addition to the top 15 big network advertisers who have returned, scores of new clients are on hand — as never before. "NBC expects in 1958 a 40-50% in- crease in billings over 1957." Last month in Pittsburgh, at a lunch- eon celebrating NBC's return to that city via WAMP and WFMP, Mr. Culli- gan hailed the event as "symbolic of the renaissance of network radio in the rest of America." He said that during the years of tv's growth "network radio didn't really know what it was ... or where it was going. It developed a terrible inferi- ority complex and chronic extreme nerv- ousness. "At the peak of its troubles, it went on the psychiatrist's couch for treat- ment. Bit by bit, network radio learned that even though it had lost the battle of the living room ... it had during the same time won the battle of the kitchen, den, study, bedroom, playroom, sunporch, terrace, garden, automobile, beach and park." CBS Motivational Research Jules Dundes, \ice president in charge of station administration for CBS Radio, claims that a qualitative study, under- taken for the si.v CBS-owned radio sta- tions by Motivation Analysis, Inc., has revealed that these stations have a high- er degree of "believability" and invite "more attentive listening than the lead- ing independent stations in their cities." The motivational research was based on discovered attitudes of 1,202 radio listeners polled last spring in six cities, CBS said, where CBS-owned outlets had the leading independent stations as their chief competitors. The anahsis sought to answer the fol- lowing questions: (1) Do listeners pay closer attention to some stations than to others? (2) Do they distinguish among sta- tions regarding some more favor- ably than others? (3) Are listeners more likely to believe some stations than others? ABN Renewals Four new sponsors and four renewals, with billings in excess of $500,000, have been signed by ABN, announces Thom- as C. Harrison, vice president in charge of sales. Newly signed sponsors include Bui- toni Foods Corp., Kitchen Art Foods, Inc., Magla Products and Sterling Drug. Inc. Renewals were signed by Bristol- Myers Co., Campana Sales Co., Food Specialties, Inc., R. J. Reynolds Tobac- co Co., and Sleep-Eze Co., Inc. Keystone Farm Figures 1958"s NAR'IB "Farm Broadcasting Day," to take place Feb. 1, has special significance for the Keystone Broadcast- ing System. According to Ke)stone, of 1,018 affiliates, 749 stations broadcast one or more farm programs daily and serve within their respective Nielsen coverage areas 4,303,804 farms— or 90% of the nation's total of 4,782,004 farms. "This predominance of farm coverage on the local level," a Keystone official claims, "places Keystone in the fore- front in serving the country fann mar- kets, which rely on special fami pro- gramming to furnish daily information, applicable to local conditions. The most recent study shows 59% of Keystone stations are in the top third." • • • KFAL RADIO Fulfon, Missouri Folks who know — • TEX ROPER • TINY LUTZ • BOB HAMILTON • ART HOCAN • JERRY LAWRENCE Listen daily and hour after hour throughout central Missouri to these KFAL folks who know Missourians best. Your access to more sales call Indie Sales. Inc. or direct — KFAL Fulton, Missouri. Tel: 1400 KFAL RADIO 900 kc 1000 watts The BEST Coverage of the Colorado Market "" . . . at the lowest cost NOW, with one order, advertisers may use strong, primary-service signals on BOTH sides of the Rockies to cover Colorado. ■COLORADO NETWORK- KVOD, Denver, 5000 watts. 630 k.c. ABN KUBC, Montrose-Delta, 5000 watts, 580 k.c. KSLV. Monte Vista, 250 watts, I 240 It.c. KRAI, Craig, 1000 watts, 550 Ic.c. National Rep. Boiling Co., Inc. — NATIONAL SALES OFFICE MIDLAND SAVINGS BLDC, DENVER 2, COLORADO Phone: TAbor 5-2291 TWX: DN 483 *Before you buy from any organization claiminff to cover aU of Colorado, he sure to request a Certified Field Strength Map. U.S. RADIO December 1957 47 a giant's voice Heord throughour the Rocky Moun- toin West . . . is the welcome voice of KOA RADIO! It's the giont 50,000 watt voice that has dominated the rich Western Market for over 32 years! GIGANTIC RESULTS- KOA-RAOIO is the giant selling force in the West ... the only voice you need to reach — ond sell — the entire Western market! Represented Henry I. ( ■iSJB& Christal ^"■■■M Company, ' ^ Inc. ^.^ W One of America s greot radio stotions 850 K< • 50,000 WATTS TO MEET HEAD ON A NEED THAT EXISTS IN THE RADIO FIELD TODAY ... * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRC'JIATION DEPARTMENT MJ.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK report from Canada w Canadian Rating Systems: Bureau of Broadcast Measurement First of a scries on major Canadian ralinfi systems. The Bureau ol Broailcasi Measureincnt. founded 11 years ago, is a non-profit organization unlike its major conipeii- tors. according to Charles C. Hoflnian, executi\e vice president. Hi' sa\s BH.\I (iillers from its ii\als in that its directors are drawn from all areas of the broad- casting industry. The fifteen board members are ecpially divided among ad- vertisers, agencies and stations. "This enables us to operate without bias, in a completelv obje(ti\e maimer, to serve all facets of the iii(histr\'.'" says Mr. Hoffman. "In .iddition. being a non-profit or- gaiii/alion. e\eryll)ng ue do is open to publi( inspection by any one of our sub- sciibers. This includes our bookkeep- ing, our statistical methods, our indi- \idual l)allots. BBM's C^anadian membership in- cludes at the present time 146 radio sta- tions, 25 tv stations, 61 ad\crtisers, and 56 agencies. In the U. S.. subscriptions come from 10 agencies, 3 advertisers, 6 iepresentati\es. and 5 tv stations. Mr. Hoffman justifies BBM's use of the C|iiestioritiaire system this wa\ : "We feel that we are giving the industry what it wants. The advertisers, agency men, and station executives on our ooard have agreed that the system we use is most accurate and most detailed. 'We select random samples of about 120.000 persons from tele])hone and post office directories." Mr. Hoffman ex- plains. "BBM's cpu'stionnaires arc uiuciue ill Canadian ratings. We divide the day into 36 half-hour periods, solicit- ing replies on station listening habits in each half hour segment, thus pin- pointing exactly who listens to what station when. This is of innnense value to the agency and his client when they start to buy time. "We ballot twice a year in 30 metro- politan areas and 131 rural areas across Canada. We survey in the cities on a seven-day basis; in the rural areas, on a four-day basis because we have received better response by asking for only four- day logs in these sections. The logs ap- CHARLES C. HOFFMAN, ex- ecutive vice president, BBM. ply everywhere to the same week of die year." Mr. Hofiman says BBM will use a seven-day log everywhere starting with its report to be issued Jan. 3, 1958. "This means we shall ha\e tcj send out a large) mniliiig in the rural areas than in the city areas to get the same per- centage of responses." The ser\ice claims a 20" j, return on mailings. BB.Nf sa)s that the non-respondents .generally follow the same listening pat- terns as the respondents. The organiza- tion states that ii has determined this through more ili.in 150 side research projects in which non-res|)()nclents were contacted after a survey. .Mr. Hofiman concedes that twice-a- year reports are not ideal. "However," he points out, "BBM's rating system is the costliest in the world, bar none. We spend .'>200,()0() a year. As soon as we can, we will increase the frequency of our reports without greatly increasing the very low rate we now charge our subscribers. "We feel that our system makes up in Cjuality what we lack in cjuantity of re- ports. For example," Mr. Hoffman jjoints out, "when you multiply our 36 lialf hour segments by 7 days of the week, you get 252 units. This is the same as making 252 telephone calls. If you multiply 252 by 120,000 (our .sample), you come up with 30,240,000 .... this would be a lot of phone calls, and no rating system we know begins to ap- proach that number." • • • 48 U.S. RADIO • December 1957 T Where Do Great Ideas Come From? From its beginnings this nation has been guided by great ideas. The men who hammered out the Constitution and the Bill of Rights were thinkers— men of vision — the best educated men of their day. And every major advance in our civilization since that time has come from minds equipped by education to create great ideas and put them into action. So, at the very core of our progress is the college classroom. It is there that the imagina- tion of young men and women gains the in- tellectual discipline that turns it to useful thinking. It is there that the great ideas of the future will be born. That is why the present tasks of our colleges and universities are of vital concern to every American. These institutions are doing their utmost to raise their teaching standards, to meet the steadily rising pressure for enroll- ment, and provide the healthy educational climate in which great ideas may flourish. They need the help of all who love freedom, all who hope for continued progress in science, in statesmanship, in the better things of life. And they need it uoiv! If you want to know what the college crisis means to you, write for a free , booklet to: HIGHER EDUCA- ~'v TION, Box 36, Times Square Station, New York 36, N.Y. HIGHER EDUCATION Sponsored as a puhlic service, in cooperation ivith the Conncil for Financial Aid to Education U.S. RADIO Decemljer 1957 49 REPRESENTATIVE (Cont'd, from page 21 have new tape recorders and a port- able disc phonograph. "I have only been talking about the New York office. Our other of- fices are similarly equipped. We shall continue to add whatever is needed," he concludes, "to fully serve our stations and our advertis- ing clients." Help Salesman Sell "Our department would be a waste of money if it didn't make it ])ossible for the salesman to spend more time on the street— servicing agencies and stations," says Dan Denenholz, vice president in charge of research and promotion at The Katz Agency. "We try to anticipate his cpiestions; we try to help him individually. Of the 15 people in our department, ail but three are available for radio." According to Ken .Mills, Mr. Den- enholz's assistant at Kat/, "Our first job is to tell the basic story of each station. "We put out Reatly Reference' sheets to tell the basic story of each station, information sheets for ex- tensive mailing, and color promo- tion pieces for stations on special occasions. And of special impor- tance is the consultative work with our stations on an infinite variety of problems." The Meeker Company prepares five categories of promotion-research material for its represented radio stations, along the lines of the Katz presentations. "We have found," Meeker re- search director Minii \on Zelowitz GIVE IT SELL! KOSI and KOBY turnover products — not audience! BOTH RADIO STATIONS NO. 1 in HOOPER and PULSE 6 a.m. -6 p.m. average share KOSI • KOBY Denver San Francisco Mid-America Broadcasting Company conunents, "that the organization of this material and the ujxlating of all statistics are invaluable to the Iiarried timebuyer who has a dead- line to meet, and would otherwise gather the same material — on each station in every market in which he is interested." The John E. Pearson Co. has been publishing a confidential weekly newsletter for its station clients for almost ten years. "The fiuiction of the newsletter," says Mr. Pearson, "is to keep stations informed on upcom- ing campaigns, account changes at agencies, and personnel realign- ment." A primary motive of the letter is to eive the Pearson stations a chance to get support from fixal minute segment, accord- ing to Nielsen. In four weeks, this audi- ence turnover can increase the number of different homes reached to a total of 10 times greater than the pcr-broadcast figure. Nielsen says that wliat thi-> means in terms of audience is that station A with a rating of 3.0 for the average quarter- Comparing Cross Rating Points SCHEDULE I SCHEDULE SCHEDULE III SCHEDULE IV 24.7% 70 24.8% 24.2% A^ hour between 6 and 9 p.m., Mondav through Friday, has 30.000 homes listen- ing per cjuarter hour. The three-hour (umulative audience of tiiis time block is 9.0 or 90,000 dilTereiit homes tuning to this station during this period. In a month, this station reached 21.0 per cent of all radio homes in its market during this tJnee-hour period, with the average home hearing 31.3 (juaiter hours. Seen in tcinis ol media strateg)', un duplicated audience data shows a quali- tative difference in spot schedules with the same gross rating. Four spot sched- ules (see gross ratings below) have a gross rating point total of between 21.0 and 25.0. But althougli total impressions may be the same, their distribution va- ries greatly. Only schedule I will reach over 20 per cent of the market. Sched- ule IV reaches only 10.1 per cent of the radio audience, but it will deliver more than double the number of impressions per listener. If a product requires a large but infrequent audience (perhaps a "reminder" spot) schedide I is the natural choice. If impact frequency and not audience size is important then schedule IV is the better choice. • • • Comparing Unduplicsted Cumula- tive Audience — Percent of Differ- ent Homes Reached Per Week SCHEDULE I 1.1 SCHEDULE SCHEDULE III SCHEDULE IV 18.8% 1.3 14.6% 1.7 MUTUAL (Cont'cJ from p. 31 *No. of spots heard. these ivill be tabiilatetl .Muiual's con- sensus of the top 10 — with lull analyses of aiea thinking on major news events of this year. Ihe strength of Miuiiars news progrannning was graphically por- trayed in unci- November, Fulton Lewis ji. delivcretl a "connnercial on commercials" lliat had a telling impact. His jMogiam is heard on .'i.'jO stations and up to the moment ol his "(onnneic ial" it was sponsored only on 75 outlets, .\t the time, his contract gnaranteeino him .'SI ()(),()()() a year was tonuiig up lor renewal, Mr. Lewis in a smprise announce- ment explained the importance of suj)jK)rting sj)()nsors' prodiuls and at the same time mentioned the need lor greater sponsorship of his show. The results were immediate. MBS was flooded with listener and adver- tiser response. As a consequence, Mr. Lewis' show is now s|)onsored on I2() stations. Listener Support .\i\ examj)le ol lisieiui siij)port was the reac tiou of the owner ol Dr. Ross' Dog Food. As an avid follower ol Mr. Lewis, the canine food com- pany sent a telegram to \Vashingion and ordeied the news show for 38 West Coast markets from San Diego to Seattle. News can sell. News nuist inloini. That's the Muttial tack. Hut what are the specific qtialities a newscas- ter mtrst have, r. s. radio asked .Mr. Hurleigh. "In radio," Afr. Hur- ieigh tonmiented, "a newsman mtist have a sense of the dramatic and the ability of an editor to choose the sid)stance ol a story as well as delcr- nniie the importance of it. He need not be the great writer that news- papers need but he must be lucid. He nuist be able to make his point inmicdiately. A man can re-read a newspaper. He cannot re-hear a broadcaster's lead sentence." Actual- ly, Mr. Hinleigh mused, there was another way of stating it. He said he used to tell journalism students there was only one way to write for radio: "Tell them you're going to tell them. Tell them. Tell them you told them," That's the way you'll get the news on MBS. • • • 52 U.S. RADIO • December 1957 U.S. RADIO.,, the monthly magazine for buyers and sellers of radio advertising • Radio is separate, disf-inct, and competit-ive . . . and it is really bustin' loose! • Nearly one-half billion advertising dollars (net) to radio time alone last year. • Almost complete radio set saturation in the homes of our country, two or three sets in each home more often than not. • More than 80% of all automobiles equipped with radio. • 1,000 new stations since 1950: now more than 3,500 (AM and FM). Radio ij^ the mass medium to reach the whole of America U. S. RADIO stands ready to fdl the needs of adver- tisers in their use of radio. An analytical and idea magazine for buyers and sellers of radio advertising, U. S. RADIO devotes its entire energies to this vast field of radio. Articles and features on the planning and buy- ing of radio advertising, delving into the whys and hows in the successful use of all radio, are supplemented by regular departments presenting in ( oncise form the news and trends of the radio industry. U.S. RADIO .... the monthly magazine devoted 100% to radio advertising. U.S. RADIO December 1957 53 names and faces Noting the Changes Among The People of the Industry STATIONS ALLAN BLNGSTON, formerly with NBC station relations department, appointed general manager of \VTRY, Albany- Troy-Schenectady, N. Y. RALPH BEAUDIN named general manager of KQ\ . Pitts- burgh, and vice president of Allegheny Broadcasting Corp. by ABN. CHARLES GODWIN, former director of station relations for Mutual and ABC. joined Air Trails Network as tlirector of development. ANNE HETFIELl) has left I he Branham Co. to become sales development director for die Crosley Broadcasting Corp. SI LEWIS, formerly with WINS, New York, named national sales manager of Tele-Broadcasters' Stations and general man- ager of WPOW, New York. ROBERT N. BURNS a])])()inird slat ion manager of WM R, Dundee, N. ^^ JERR^' G.MNES appointed sales representative on stall ol 'WIBG. Philadelphia, and CHARLES ODONNELL named news director. Both liad l)een witli WH.Al , Philadelpliia. GAYLE D. SWOEEORD, previously with KALB, Alexandria. La., named manager of WJXN, Jackson, Miss. BILL ARMSIRONG, with tlie Stor/ Stations since H),'vl, appointed program director at WDCi\ , Miinieapolis-Si. Paid. EUGENE P. WEIL, new national sales manager of tiie OK Group, will continue to direct \\'LOK, Memphis, Teini. GRAHAME RICHARDS appointed regional chKdor ol i)i()- gramming by Intermountain Network. WILLIAM D. .\LFORD resigned as asst. I.niii dircdor of WLW. Cincinnati, to become faun director at WM I , Cedar Rapids, Iowa. GARRY ROBERT QllNN. formerly with WPGC, .Morning- side, Md., has joined WWDC, Washington, as fm account executive. AGENCIES ROIU.RI L. FOREMAN elected to e.xttutive committee of BBDO. He is executive vice president, director, and chair- man of plans board. EDVV'ARD CH.ASE promoted to vice president and asst. di- rector of public relations by C^unningham R: Walsh. ELE.ANOR DEAN, former vice president of Ogilvy, Benson S.- Mather, has joined Warwick & Legler as a vice president in a creative capacity, and WILLI.KM ZERVVTCK, former vice president of Norman, Craig R: Kummel, named to executive staff of W^arwick k Legler as a vice president. NETWORKS MICHAEL J. MINAHAN. with ABN since January, named business manager; SY COHEN appointed to new post of sta- tions exploitation executive, and CHARLES MANNO named asst. national program director by ABN. JOE RYAN, with NBC's press department since 1955, ap- pointed manager of business and trade publicity; and DAVID SCOTT named to new post of New England di\ ision manager of NBC Spot Sales. REPRESENTATIVES .STEPHEN A. MACHCINSKI, JR.. jireviously vice president and general sales manager, appointed executive vice president of Adam Young. Inc.: and H.M, P.\RKS, formerly account executive of W.\G.\, .\ilaiua. has joined Adam ^■oln)g as man- ager of new Atlanta oHice. I ()M .MURPHY, former account executive at Grant Ad- vertising in Dallas, appointed sales manager of new Dallas office of The Boiling Co. FR.\NK FROST named to head up new Des Moines office of John E. Pearson Co. and DICK MORAN added to Des Moines staff; also, R\l I'll W II)\I W a])p()inicd manager of Dallas office. .\L.\N J. BELL, recently with .Army Pictorial Service, joined Peters, Griffin, Woodward, Inc., as asst. director of radio pro- motion and research. MARTIN H. PERCIVAL, formerly with John F. Pearson Co., named eastern sales representative of McGa\ren-Quinn Co. RAB LEX IIORXSB^'. former general manager of VVVDA, Boston, appoiiiicd grfxcry prodiuts sales manager of RAB. IRVING S. KOG.AN, director of public relations, elected a vice president of Hicks &: Greist; and ERNE.ST M. WALKER, formerly director of central di\ision of .\BN, named account super^isor of packaged goods. JOHN PEACE, a vice pre.sideiii and diicdor ol V\'illiam Esty Co., appointed chairman of new operating committee. DENISE J.\MES, previously copywriter for Erwin, Wasey & Co. and 'Fed Bates 8: Co., appointed to copy stafl of Emil Mosul c;o. Percival Godwin Parks Cohen Lewis 54 Weil Richards Alford U.S. RADIO • December 1957 Best Wlsli eS Por In e ^J^olidau Reason FROM THE STAFF OF U.S. RADIO EDITORIAL same house, separate media NAB On jaiiiiaiy I. 1958. the National Association ol Radio and Television liioadcasieis reverts to its original name, the National Association of Broadcasters. NARTB to NAB. It is fitting that we should hail the move. Not only are the three letters less chmisy to the tongue, but certainly in this change there is recognition of ecjual footing between radio and television. I here are those |)erha|)s who view the name change as compiomise in lieu of more drastic moves. Yet we leel it is significant that om national assoc iation oigani/ationally has put the twcj media on the same le\el. We wont disagice that there is kinship be- tween radio and tv in that they are both air media. Legislatively and from the point of view of governmental control, their interests are simi- lar. In this area, generally what effects one will diiectly effect the other. It is in this area that N.\B is well ec|uip])ecl and must operate in the interests of each rtjunUy. LINES ARE DRAWN However, although radio and iv li\e in the same house, they are separate indi\iduals with distinct purposes in life. On the business side, they are as different as ne^\spapers are from magazines in the print field. Frankly, radio and tv are as competitive as any two media can be. Let's not confuse simi- larity on the one side with distinction on the other. From the point of view of sales, each must fight for its business. Wherever the de- cision is finali/td. it's certain that the ad dollar which goes to television cannot alscj gcj to radio; and the ad dollar that goes to radio cannot gcj to tv. Up and down the entire broadcasting industry this fact has been recognized for some time. Net- works, group ownerships and individual owner- ships of radio and tv stations ha\e almost wholly se|)aratecl the two media. In answer to a need, the Telex ision Hineau ol AcUcnising was created: i)ut long alter the Radio .\dveitising Bmeau had well dociunented the separateness of radio. TvB is television's association to sell IclcinsiDn: R,\B is radio's asso- ciation to sell radio. I hus, while N,\B may rep- resent the similarity between ladio and tv in that these are both aii media. RAB and TvB represent the complete ( onipetitiveness between radio and tv. Radio is a sepaiate. ( onipetilixc and distinct advertising medium. .\s the mass medium lor the whole of the coiuuiy, radio must make its own bid for the ad dollar. THE TRUE MEASURE OF RADIO Radio's real effectiveness as an advertising me- diinn lies far beyond the much-talked about in-home listening patterns. True, radio set own- ership practically saturates the homes of the country; but this is only part of the innnensity of the radio audience. \\ hat lia|)p(ns outside the hcjme? lentil there is an adecjuate measure of car listenership, a big part of radio's story remains luiiold. We view with satisfaction latest trends toward Icjoking inside the auto. (See Soundiin^s, p. 9.) The technique of local on-the-spot interviews at such places as car parking areas is not new. Such methods, however, emplcjyed on a national scale, coidd go far toward giving us facts. .\ network's new tcchnicjue of holding car ladios tuned to one after another of its stations during travel enijjhasizes the need for ineasiuement. One re- cent report reveals that 72 |>ercent of all U. S. households own radio-equipped cars . . . more than 35 million autos with radios. This is big ladio. Let's go after all the facts and fieures. 56 U.S. RADIO • DecemlDcr 1957 Now, with KRMG in Tulsa, Meredith offers you • • • Tl f in 5 key markets KRMG, newest member of the Meredith family, serves the 315,000 people of Tulsa and many thousands beyond from their choice 740 dial spot with 50,000 watts days . . . 25,000 watts nights. Ask Manager Frank Lane or John Blair & Co. for details on KRMG, the basic radio buy in Oklahoma. KANSAS CITY SYRACUSE PHOENIX OMAHA TULSA KCMO WHEN KPHO WOW KRMG KCMO-TV WHEN-TV KPHO-TV WOW-TV The Katz Agency The Katz Agency The Katz Agency John Blair & Co. a ad Blair-TV John Blair S Co. Meredith Stations Are Affiliated With Mk\ HomPS and Gardens and Successful Farming Magazines /" KOlU Upset the applecart Omaha -i- Ho* 1 »r» Owana KOIL Mornings- 36.9 Afternoons- 40.8 Evenings- ^ 48.3 HOOPER OCT. -NOV. 1957 2nd best station 18.4 15.5 20.8 G^©a A Vital Force in Selling Today's Omaha with more than twice as many listeners as any other station or buyers and sellers of radio advertising ^•SADIO VOL. 2— NO JANUAR'^ 1958 35 CENTS •58-1 Hsers, Agencies Radio's Growth page 19 )K '58 -il Industry Gears 700 Million Year page 22 TOOnURNS |l Maker Ups Use 20 Percent page LIVE SOUND Story Carried Clients page 34 tpends Millions [rime Time "op Talent ^ . irv. the -U, S^ili^yr ^arp .ap^WQxjrtj^jtft^ 25 MILLlOf>| IN.-'^£IR'TWENTI /iO MitLfON W tHEtR THIRTI "^35 MILLlbN' tH;|HEIB FORTI '. i2f:it!iJiJ^H;0^^ FORTY hi ,>^ i/ep The Bartell GEcA;^«TO^f^^"0i^.fawi^^^^^ ten years of . sa:fTi]5l^t3^j^.iV&mtratrfij il^,geqet:al-^,>'^.- audience can be kept 'jaJa^yB^Ji ^pnnS^ service of broad acccptaK^'J^,^;^- -' ■ "^~>f''-^*c*i?*A' •■ NO AUDIENCE FRAGMENYA'TION BY PROGRAMING TO SPECIAL GROUPS page 26 AMERICAS FIRST RADIO FAMILY SERVING 10 MILLION BUYERS Sold Nationally by ADAM YOUNG. Inc. lor WOKY The KATZ Agency We Really tj^EEX^ 'ett^ SHREVEPORTl Another astonishing McLendon success story! Trendex* tells it sensationally — from last amoni: eight Shreveport stations in November to FIRST in December — a one-month miracle! Shreveport's new KEEL has jumped from 4% of the Shreveport audience in November to 32.7% in December . . . next highest station 18.29?-. And these are just metro ratings — they tell nothing of the way the huge coverage of KEEL has keel-hauled the 69-county area it dominates with its 10,000 watts at 710 on the dial — 1,420,400 population in its half-millivolt area. KEEL (formerly KTBS), 35 years old this year, and yet as new as tomorrow! In one month, KEEL has 21% more listeners than all Shreve- port network stations combined, and 55% more listeners than the next highest independent radio station. Just ask the General Manager, Richard Wilcox, or your nearest John Blair man for the full picture on KEEL. *Trendex — December 13-19. 1957 — 7 A.M.-6 P.M. — based upon a conclusive sample oj 7 .57 1 calls. A TEXAS TRIANGLE AFFILIATE KLIF-KFJZ KILT DALLAS-FORT WORTH HOUS" SAN ANTONIO Represented by John Blair & DO ^^" KNOW? WKAB has climbed to first place In current Mobile ratings. WKAB is typical of the radio stations sold nationally by Young Representatives: FIRST IN AUDIENCE, FIRST IN COST EFFICIENCY. YOUNG REPRESENTATIVES, INC. Affiliated with Adam Young, Inc. New York • Chicago • Atlanto • St. Louis • Los Angeles • San Francisco • Boston U. S. RADIO • Januan 1958 STORER RADIO STATIONS >A/SPD Toledo, Ohio Cleveland, Ohio >A/JBK Detroit, Michigan >A/AGA Atlanta, Georgia >VIBG Philadelphia, Pa. Vi/Vi/VA Wheeling, W. Virginia >A/GBS Miami, Florida GOING STEADY.. AROUND THE New to Toledo, but with thirty years' experience with West Coast newspapers and radio stations from Juneau, Alaska, to San Francisco, Jack Shoemaker ai)|)lies a rich background to his job as WSPD-Radio niglit news director. Previously associated with HEADLINE EDITION, WASHINGTON STORY, WASHINGTON POST (with the late Earl Godwin), and other network news features. Shoemaker is now dedicated to evaluation and presentation of JACK SHOEMAKER Hcws on the local level. Appearing personally on WSPD-Radio at 7:05, 9:55, and II PM, editor Shoemaker closes a day of 30 newscasts; fimt in ratings as are all other WSPD-Radio program categories.* *Reference: Any audience rating service RADIO Toledo NEW YORK— 625 Madison Avenue, New York 22, Plaio 1-3940 SALES OFFICES CHICAGO— 230 N.Michigan Avenoe, Chicago 1, Franklin 2-6498 SAN FRANCISCO — 111 Sutter Street, San Francisco, Sutler 1-8689 U. S. RADIO January 1958 airwaves Radio's Barometer $220,00 (19 $385,00 (1 100 Spot Est. $95,000 1 3,717 S Spot: It is |Medi(tccl llial iiaiioiial spot l)illin^s will l)e 10 pcKciit ^icatcr in 1958 than last year. Emphasis is placed on a \ci\ stioiij^ sc( oiul -half. {See Outlook '^8— Part II, p. 22.) Gross national spot revenue is expe( ted to readi S22() million in 1958, topping the 1957 record ol .'>2()(' nn'llion. Network: N.-VB estimates that net^vork ladio advertising e\peiuliiures were up 20 percent in 1957 over 195(). v. s. radio estimates that gross network revenue will be $95 million in 1958, as compared with approxi- mately $86 million in 1957. In the past year, the NAB reports, 11 ol the 15 leading pre-tv advertisers returned to network radio. This brings to 104 hoius and 18 minutes the total ol sponsored hours a week on the four networks, compared to 89 hours and 17 minutes in 1956. Local: Local station leveniie. whidi in recent years totals more than na- tional spot and network combined, will once again reach a new high. Gross voltmie is expected to total ,S.S85 million in 1958 as compared with >7 million in 1957. Conimeycitd AM (. oiinnercitil FM 3.180 587 374 32 109 51 Stations: Total stations on the air, both am and Im, rose again in De- cember— to .3,717, a rise of 27 over November and 52 over October. The comj^lete station activity looks like this: Stations on the air Applications pending Under construction The trend toward more revenue gains is spotlighted by the Elliot Sta- tions and other operations. WICE Providence reports that business for the first month of 1958 is 25 to 30 percent ahead of the same period last year. The Elliot's WCl'E .Vkrons December business was 34 percent ahead of December 1956. Billings for WABC New York hit a record high during the month of November, topping November 1956 by 18 percent. February through November 1957 sales of WIP Philadelphia reached an all-time 35-year high, the station reports. Local sales are cmrently up eight percent while national is rinining 19 percent ahead. Industry- Wide: Total authori/ations lor am stations stand at 3,300, FCC Chairman John C. Doerfer states in his year-end report. He notes also that comiriercial fm stations showed their first nimierical increase in nine years. Not only have applications for new conmiercial fm out- lets increased, but for the first time in years, some are in competition. More than 700 fm stations are authorized (not all on the air) , with about 600 of these commercial. Re\ ived interest in commercial fm, Mr. Doerfer points out, is due in large part to added income through back- ground iiuisic operations, in \\hich nearlv 100 fm stations are engaged. U. S. RADIO January 1958 THE ONE FITTING CLIMAX TO GREATER SELLING SUCCESS 50,000 WATT POWER more people ...you sell more people when you use this powerful combination! CKLW RADIO 800kc GUARDIAN BLDG., DETROIT J E. Compeau, Pres ADAM YOUNG, INC National Rep for buyers and sellers of radio advertising ^lM/0 JANUARY - 1958 ... IN THIS ISSUE . . . Outlook '58 - Part I AchcitiNfis aiul A^ciuios Point Way lo Record Radio ^■^'ar Ahead Outlook '58 - Part II R.iilio liidiiNtrv Ccars Itself For S7()0 Million Spending Radio in Ford's Future MdIoi l)i\isii)ii rpi Uiidgct, huiMs in Prime Time, Top Talent Ralston Back Heavily in Radio ^l^(l.(lu(l Mlix.iud in M).")? — WIndi is lilt Percciu Above 19.')() Dr. E. L. Deckinger on Radio (■i<\ \ .]'. (oinniinis on Medium's Potential anil Research Needs ABN Banks on Live Format \i u (.ondpi in I'loj^i annniniL; K (;.iiii((l lo Agencies. Advertisers VOL. 2 - NO. 1 19 22 26 30 33 34 Virwavcs Soinitliiigs Washington Silver Mike Letters to Kditor I<)ius on Radio Hometown U.S.A. Commercial (ilinic Station Lou DEPARTMENTS . . . 3 Radio Registers 9 Report from RAB 1 1 Report from Representatives 13 R(|)iiii lir)ni Agencies 14 R(|)i)ii liDHi Networks 38 Re|)ort iioni Canada 41 Radio Ratings 43 Names and Faces 44 1 (litorial 45 46 47 48 49 50 52 54 56 EDITOR AND PUBLISHER ,\rnold .Mpcrt Business Manager Catherine Scott Rose Art Editor Rollie Devendorf ASSISTANT EDITORS Michael G. Silver Patricia Moran (Washington) Managing Editor Jonah Gitlitz Patty Kiisch Secretary to Publisher Sara R. Silon ADVERTISING Production-Seles Sennce Mgr. Jean L. Engel Western Manager Shell Alpert U. S. RADIO Is published monthly by Arnold Alpert Publications, Inc. Editorial and Business OfRce 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Western Office 1653 So. Elm Street, Denver 22, Colorado. Skyline 6-1465. Washington, D. C— 8037 Eastern Road, Silver Springs, Md. JUniper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore II, Md. Price 35# a copy; subscription, $3 a year, $5 for two years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright 1958 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. U. S. RADIO • January 1958 list TWO GREAT INDEPENDENTS The ELLIOT STATIONS HAVE CHANGED NATIONAL SALES REPRESENTATIVES Both ^VCUE, Akron, and ^VICE, Providence- broadcasting more news ... more music... more often — are now represented nationally by Avery- Knodel, Inc. ■ ^; ^3 delivers more listeners per dollar than any other medium in Providence. Fastest grovs/ing station in the rich Providence area — 955,000 population, 305,000 radio homes. Aggressive new management . . . and popular programming . . . have made WICE your best buy in this booming market! Wcue consistently gives mors listeners per dollar throughout the great majority of the day than any other Akron station. Up-to-the-minute and on-the-spot news, too. WCUE's 1,000 watts of well-programmed power sell to a market of 24-y,88S radio homes (NCS #2). Both stations now represented by , AVERY- KNODEL I N COR PO RATE D N ew YOR K ATLANTA DALLAS DETROIT SAN FRANCISCO LOS ANGELES CHICAGO SEATTLE U. S. RADIO January 1958 "^I^^^W. THE^ .^^ ^^ 4^ THAT WC This year, KFAB-Omaha made the switch to a full-time NBC Radio Network affiliate. The story of kfab's progress since its new association with NBC Radio — and kfab's coordination of its local programming with the network's— should prove enlightening and profitable to everyone connected with radio station ownership and management. KFAB General Manager Lyell Bremser reports: • "In our present fiscal year, local spot announcements are running 89% ahead of the same period in 1956. • "KFAB ratings are up a hefty 23% in all key time periods. • "KFAB is enjoying new prestige in the community through its affiliation with the NBC Radio Network. • "KFAB audiences have changed. Pulse shows that 90% of today's KFAB audiences i J •«*.**^^;<>.'^^^*■^/r^y•-^ ^/«4«»^..y».7;n;>ria<»^^ NBC U. S. RADIO January 1958 RADIO STATION %KED WONDERS FOR KFAB OMAHA, NEBRASKA are adults— with adult buying power. And KFAB advertisers are reaping the benefits. ''The Division Manager of Skelly Oil says, *I am convinced that KFAB's new program structure attracts a quality audience ... an audience that will buy our merchandise.' "The Advertising Manager of Kilpatrick's Department Store states, 'KFAB has the kind of audience— the adult audience— Kilpatrick's wants to reach.' "And from the General Manager of Mid-America Appliance Corp., 'KFAB, with a good balance of strong local programming and NBC Network programming, makes an easy-to-listen-to selling program format during the entire day.'" These KFAB successes are typical of what happens when a station programs local adult-appeal attractions phased in with the vast entertainment, news and service features of the ... RADIO NETWORK U. S. RADIO • January 1958 where there's a Storz Station . . . there's immediacy . . . immediaci/ ivhicJi in each of these major markets attracts more listeners to the Storz Stations than to any other MINNEAPOLIS-ST. PAUL . . . WDCY is lii>t . . . All ila\ uMijitjc. I'rcKil': . . . Ticiidex Manager Jack Thayer. . I'ulsc. Sec Blair or (leneral KANSAS CITY WHB i.s lii.st Ml ila \ . I'ruut': Metro I'ulse, Nielsen, Trendex, Hooper, Area Nielsen, Fulse. All-day average as high as 48.5% (Nielsen). See Blair or General Manager Cieorjje \V. Ariiisf roiij;. NEW ORLEANS . . . WTIX is first . . . All lamour ol t\, k-tliim radio was gone . . . (li'ad. E\cii tlic trade pajiers ol radio went the same way and radio was left without a voice, and it was loo bashful to speak up for itself. So radio suffered, not for lack of audience, but from gossip. Gos- sip by people who did not figure out the facts. It was not tv that hurt radio: it was radio's poor nianagcnicnt of itself; it was radio failing to train its people to do the lull radio job. . . . Now under )'our sponsorsliij) those of us remaining pioneers of radio should be called together to set down into a book or books a text ol our years of experience as a guide to tiiose now in and those to (onic into radio. W. L. Gleeson President KICO. El Centra. Cal. Spot Spending lleie at Silton's we have all read and noted with great interest your new publication, and wish you great success. .\s you can well imagine, one of this agency's great needs is to be able to refer to up-to-date advertising expenditures of competitive client accounts and pros jiective client accounts. P. I. B., for exain|}lc, sup|)lies u^ with magazine expenditures; the Telexision Bureau of Advertising with tv spot ex- penditures; but we have never been able to find good, recent listings of radio spot expenditures. Selmo L. Wolfson Research Director Silfon Brothers Advertising, Boston Promotion Succeeds We have a success story to tell, too. This comes under our promotion de- partment. The Clearfield Chamber of Commerce Retail Di\ision on November 29 put on the annual C^hristmas kickoff. Santa came to town aboard a fire engine and 3,200 bags of goodies were dis- tributed to the kiddies at the scene. Local stores held sales to get shopping rolling. To contribute its share of pro- motion WCP.\ rented all the jjarking meters in town, 512 of them, for the full day, 9 a.m. to 9 p.m. Friday morn- ing station personnel placed red and white bags over all the meters. Each bag read: Free parking, courtesy of WCP.A, wisliing you happy holidays. We feel the promotion was a success, 14 U. S. RADIO • January 1958 Tfl Today 3 radios are tuned to ''Radio 99"(WIBG, Philadelphia) for every 1 tuned to it just a year ago! Hooper figures for October-December 1957 show "Radio 99" with a 16.3% share of audience for all rated periods throughout the entire week. This represents a 186% increase over the last report! Under the dynamic leadership ot Storer Broadcasting Com- pany, WIBG has added new shows, new personalities, new ideas. The result: "Radio 99" is now among the top three stations in Philadelphia — a DiHSt to cover the fantastically growing Delaware \'alley market. Your best time to get the facts is right now. Represented nationally by The Katz Agency, Inc. U. S. RADIO Jamiai) 1958 15 I've Staked a Claim in Texas To my friends over the country, I am mii^luy proud to an- nounce our purchase of Radio Station KW'K I. Widiiia Falls, Texas. I have wanted this station lor twenty years. Its 5K\V coverage is a phenomenon of the industry. KWFT has one of the choicest locations in the nation — probably Till: choifcst — with respect to ground conductivity. This, with 620 frequency, gives us a 1/2 M\' radius a\crau;ing 250 miles ... in the rich Southwest. You'll be hearing more from me — plenty morel In the mean- time, keep me in mind, won't you? President and General Manager L OW FREQUENCY ^^ M p^%\ t^\^ t^ coNDucTivir Call Your H-R O^Ukc --Wichita Fails, Texas LETTERS zon\6. and ihanks to i. s. kadu) where we got the idea. George Mastrion Program Director WCPA. Clearfield, Pa. Disc Jockey Convention It occuiri'tl to UR that perhaps we could get a listing in your "Important Dates" calendar card for the "First An- nual Pop Music Disc Jockey Convention and Seminar" to be held at the Muehle- badi Hotel in Kansas C.ily. March 7-8-9. I know this woukl i)c a wonderlul re- minder. Bill Stewart Director of Programmirig Stori Stations [Editor's note: The calendar card ap- peared in our December issue and is now a\ailal)lc on retpiest.] Pocket Salesman With rekrente to \our articles and letters on the use of tape recorders to sell advertisers, we too use this method when preparing a special program for a prospective sponsor. However, each of our sales staff car- ries a pocket transistor radio to give live, hard sell direct from our station. I he timing of the sales call is planned to (oiiuide with the broadcast of a pro- gram of interest to the pros])ect. Gr)0(l lu(k to U. s. RADIO. Carl Y. Coriell Sales Manager WMCK, McKeesport, Pa. Editorializing i xv.is (juiH' inteicstcd in the story on editorializing in your November issue. Since I have been advocating edito- rializing for more than 10 years and have been doing it myself, I have watdied with interest as additional sta- tions catch on to ilic opportmiity for increased service. There seems to be a great variety of interpretation as to what really is an editorial. I hold to ihc idea that an editf)rial is not something to be bom- barded as a spot announcement at people, but rather is a specific type of program which should build its own audiences. May I say I always ask broadcaster groups when the subject is raised to please not start editorializing unless they are willing to sacrifice time and effort and popularity. ... I would assume that at least eight or ten hours a week are required to build a 15-minute editorial. Robert Mason President WMRN, Marion. Ohio 16 U. S. RADIO • January 1958 Ho broadcaster needs to stand alone! CAP THE BALTIMORE FLU! THE FACT I In becoming the first American city to pass a punitive and discriminatory tax on advertising media and their advertisers, Baltimore has started a highly contagious plague. The Baltimore City Council's new tax levy gnaws at media revenues, burdens advertisers and also works against the best interests of consumers. THE THREATi The Baltimore Flu can sweep into your town next week, next month, anytime. Local governments in your state and city, and everywhere else, are bleeding out loud right now for new sources of revenue. THE RcAAEDY: Media owners everywhere should join right now with the Advertising Federation of America in combating this far-reaching menace. CAP^ can be the ounce of prevention! AFA can give you a tested formula for a dynamic Community Action Plan that can be unleashed immediately whenever and wherever similar tax legislation is proposed. With CAP no advertising media owner needs to stand alone and unprepared against ill-informed revenue-desperate political bodies. With CAP he will have a charted course and organization to oppose misdirected efforts to use his medium as a political football. What is *CAP ? AFA'S "COMMUNITY ACTION PLAN" is a blueprint for rallying total support against discriminatory tax legisla- tion hitting media and advertisers. It in- cludes completely-detailed research re- ports on the legal and community rela- tions aspects of this vital subject. It suggests courses of activities for fighting for the right of media and advertisers to remain free of punitive, discriminatory taxes. It is flexible and adaptable to local situations. CAP presents the best think- ing of national experts on taxation and public relations. It is YOUR plan to help safeguard YOUR community against this perilous kind of taxation! What is A. F. A? The Advertising Federation of America offers CAP as only one of its many services to the cause of advertising. AFA, the largest advertising organization in the world, embraces media, agencies, adver- tisers and graphic arts suppliers. Through its affiliated 120 local clubs, its 16 national vertical associations and its 1,000-plus company memberships, it is a solid front of more than 30,000 Americans engaged in various aspects of advertising. Everywhere AFA works for community and national economic progress. The Federation is best known as sponsor of Advertising Week, its essay contests among young Americans, for its recently established Washington "outpost" information center, for its work in education about and for advertising. Join Now With AfA— Before the Baltimore flu Hits your Community! Space contributed by U. S. Radio Endorsed by Local and National Business and Advertising Leaders Everywhere! I I I I I C. JAMES PROUD, Presidenf Advertising Federation of America 250 West 57th Street, New York 19, N.Y. D NAME- TITLE— CITY Count our company among those v/ho recognize AFA't past and future constant leadership and work for advertising. We wont to be a Company Member. Please send us an enrollment form. I'll pull my oar. Add my name Outpost Committee for me have the details on the Baltimore situation. □ I'll pull m^ to AFA's ■' CAP." Lei I COMPANY- U. S. RADIO January 1958 17 w^^ %W Snow shoe Hare Lepus americonus erxleben Living ill iiorlbeni Michigan's spruce unci cedar stiamps, this iihite-coateJ "ghost" is almost impossible to see against the snotc. His unusually large jcet act as snoiishoes as he roams in quest oj tuigs and bark. Original sketch by conservationist Charles E. Schafer Py}\ your money where the people are Here's your real target Seventy per cent oj Michigan's population commanding 75 ptr cent of the state's buying power lives within WW'J's daytime primary coverage area. Why reach rabbits with your radio advertising? WWJ concentrates on people — with fresh, appealing entertainment like the "WWJ Melody Parade," with sprightly personalities like Hugh Roberts in the morning. Bob Maxwell from fabulous Northland shopping center, Jim Wood and Jim DeLand from spectacular Eastland. Use WWJ all day , . . every day. «K m V K m m m AM and FM WWJ RADIO WORLDS FIRST RADIO STATION Owned and operated by The Detroit NeWS NBC AfFiliate National Rep-eienfoh'ves.- Peters, Griffin, Woodward, Inc. U. S. RADIO • January 1958 U. S. RADIO • JANUARY 1958 # OUTLOOK ' # # $700,000,|j|^ 1958 RADIO BII^TG ♦ ♦ ♦ TI Part I How Good Will It Be? Advertisers and their agencies are turning to radio more than ever this year for widespread impact and media efficiency. As advertisers and their agencies look ahead to a competitive year in 1958, their reliance on radio is heiohten- ing. According to a survey by u. s. RADIO, 52 percent of the advertisers who have used radio in the past will be increasing their expenditiues in 1958. Among agencies who use radio, the story is similar: use of the senior air medium by these firms ^\ill be sharply increased. Radio spending in 1958 is ex- pected to total about .$700 million, ^vhich is almost nine percent above the 1957 mark of $643 million. Moreover, all segments of the indus- try will prosper from this gro\vth. u. s. RADIO estimates that spot will increase from |200 million to S220 million; network, from $86 million to $95 million, and local, from S357 million to S385 million. Judging from comments, these media spenders are relying on radio lor chieflv two reasons: widespread impact and media efficiency. The year ahead coidd be the most significaiu one in the history of ra- dio, A growing number of advertis- ers, as never before, will be keeping a watch on ad expenditures with a sharpened pencil. .\nd Avhile they v,'ill be trying to sa\e wherever pos- sible, they also will make e\ ery effort to strengthen their ad\ertising pene- tration. For these reasons, many advertisers will be turning to radio. According to figiues prepared bv McCann- luickson, overall advertisini^ cxpen- U. S. RADIO January 1958 19 OUTLOOK '58 ditures in 1957 will have totaled $10.4 billion. Industry sources estimate that this figure will reach a new high in 1958. In spite ot this anticipated record spending, 1958 is certain to see an alteration in ad planning. And most ini]iortant from radios point of view is the fact that media strategy will be re-evahiated with an eye towards getting the most lor the dollar spent. Radio can easily l)e the benefactor of this thinking. A recent report in Business Week, referring to media adjustment, states: Shift to Radio "The biggest beneficiary of thi>. altitude by all odds is spot radio. A large San Francisco iood manufac- imer says it is iiuiiasing its cmj)ha- sis on radio as part ol its maikct-l)\- market intioduc tion ol new piod- ucts. .Almost everywhere you turn, the use of radio — where you 'get a great deal for yoiii money' — is the one major shift tliai pops up in media jjlanning for 1958." .\ secondaiv lac tor that will lavor- ablv iniluence radio spending this year is the anxiety Ijy advertisers over the business outlook. Although radio men are the first to admit ihev waiu no j)art ol "soit-mai kct" money, the fact remains that as companies search for a way to maintain the level of their advertising — and at the same time cut high-cost items — radio should be in for additional use. (For further conuiitiit on the business outlook, see I'tnl II . jj. 2L'.) Media Use The sejKn.ucness witii which ad- vertisers and agencies view ladio is deal ly pointed up in the i . s. radio survey. In fact, several surprises in overall media use are reported. One of these is the fact that among na- tional radio users, the medium that is next in popularity is magazines, with 70 per cent ol the companies reporting use of this national vehi- cle. Next most widely-used mediiun among national radicj advertisers is newspapers, with (30 percent of the radio adveitisers reporting use of this piint vehicle. \ext medium was television, used by 40 percent of the national radio s|)endc'rs ^\ho replied to the survey. As noted eailier, moie than iiall the companies who used radio in the past will be increasing their expen- ditmes in 1958. In many case's, the stepjjed-up radio use in 1958 over TOTAL RADIO $700,000,000 6 — 5 — 4 — 3 — 2 — 1 — 1951 1952 1953 1954 1955 1956 ?57 EST. 1957 is cpiiie substantial, (conti- nental Baking Co., for example, re- ports it will increase radio use by 75 ])ercent this year. All of it will go to spot, just as in 1957. For the com- ing year, this food maiudacturer will irse radio, tv and newspajiers. The Ilelbros \Vatch Co. will up its radio outlays by 20 percent over last year. Spot will be irsed chiefly. Tile company states, "Radio is a strong, yet inexpensive, buy with which to reach a large segment of a given market." This luxury-item manulactiuer will use radio, tv and magazines this year. In the home furnishings field, the makers of Culistan car])ets, A. !t M. Karagheusian Inc., will up their radio expenditures by 100 percent lor 1958. The nmney will be appor- tioned to both network and spot. In lact. the company commenis on its network use: "Monitor, with local dealer cut-ins, a terrific local action medium!" For 1958, (.uiisian will use radio, newspapers and luaga/ines. Crey Hikes Use Among agencies, too, present plans call for a significant increase for radio in 1958. One of the larger agencies. Grey .Advertising Agency Inc., reports it will use 25 percent more radio this year than last. Ihe agency comments, "Radio is here to stay — and more so every year." Ciiey's expendiluics loi 1958 will be ajjpoi tioned to spot ((>() percent) and net work (10 peiccnl). In 1957, net- work and spot shared (irey's radio expenditures ecjually. \i MoicN. Ihniim R: Warwick, Inc., which handles the radio-heavy Sinclair Oil account, radio exj)en- diiures will be increased by five per- cent this year over last. All of this money will go to spot, as in 1957. The use of radio by regional ad- \ertisers also is on the upswing. A lioston agency, SulherIancl-.\bbott Inc., states it will increase its radio expenditures in 1958 by 10 percent. As in 1957, spot will get it all. The agency says, "Spot radio will con- tinue, this year, to be a primary buy lor many of our clients." The increased use of radio by agencies for 1958 is apparent. A 20 U. S. RADIO January 1958 great part of this increase will roine Troin expanded ad budgets, while the biggest segment will come from money that could have gone to other media. It seems axiomatic that the more comjjetitive radio gets with other media — and the more basic it gets in ad planning — the bigger it will get. Guild, Bascom & Bonfigli Inc., San Francisco, a heavy user of both air media, has been putting more and more into radio tiie past two years. Radio Ratio The agency states, "In 1955, GB&B's clients spent, at our recom- mendation, about one dollar for ra- dio time to every .'|20 spent for time on tv; in 1956, the ratio changed sharply to one dollar spent in radio for every $7 in tv; up to now, the trend toward increased use of radio has continued, with the ratio for the first 10 months of 1957, one dollar to every four. "This strong increase in use of radio has been due not to change of philosophy but of circumstances. In most cases, given sufficient fluids for the kind of television program we ■want, our agency will recommend tv as the primary liroadcast mediimi. But a number of factors have occa- sioned this definite swing toward ra- dio, among them: "I. Tv lias priced itself out of some markets — at least for our cli- ents. ■"2. Suitable tv program spot times are unavailable. "3. A budget will be too thin to buy the amount of television cover- age we need nationally, or even regionally. "4. More intensive and flexible cov- erage is needed than tv offers." As a result of these factors, GB8cB reports that it started to buy spot radio in late 1955 and early 1956 for national and regional accounts. The agency declares, "Results in both cases were excellent and we've suc- cessfully repeated this switch several times since. We're governed mainly by sales results in our selection of media." There is little doubt that as ad- vertisers and their agencies try to solve the dilemma of greater sales yielding a smaller profit because of high costs, radio will be turned to in growing numbers. • • • I Radio: Medium to Watch g There are several exciting dcvelopnuMUs in radio in l!):")^ t!i:it the 1 agency and his dieiu will i)e hearing ai)out niauN liiius. g Among these are: g • The growth ol nansistoi ladios. g • Return ol top stars to programming. I • Return of top stars to commercials. E • Greater measuremen-t of radio's total impact, cspe(iall\ the oul- S of-home audience. g One of the springboards of radio's future growth will be the full I realization of the medium as a companion. Ihe application ol traii- B sistors to small, really portable, receivers is the giant step in that di- g rection. It is estimated that in 1957, more than .S7 percent — or l.'i g million — of total radio set sales were transistors. 1 In 1956, transistor portables accounted for 18 jjercent — or 702, ()()() I - — of total radio set sales. A real boom is expected this year tliiit will J completely shadow the 1957 record. I Advertising Significance g The significance to advertisers, as well as to the radio industry, is I apparent. It will make radio a truly inseparai)le companion to its J listener. Many ol the transistor's most functional applicatic:)ns g haven't been tried yet commercialh, although this time is fast g approaching. g For one thing, the Dick Tracy-type radio wrist watch is \irtually g an existing fact. The Army Signal Corps is experimenting with it. 1 It's only a matter of time — not long at best — when men and women ■ will "wear" radio wherever they go. There are automobile tran- 1 sistor radios that can be used in the car and then taken out ol the g car for portable use. And at least one enterprising ladies' handbag g manufacturer has built a transistor radio into his product, g The return of top stars to programming and the making of com- g mercials is one notable development that started in late 1957 and g will continue in 1958. As for programming, this has created new g advertiser interest in the stature of radio. And certainly the use of g top stars in making commercials has been one of the reasons radio g listeners now report that they actually enjoy the commercials. An- 1 other reason for this latter development is that agencies are now g turning out some of the most listenable connnercials in the history g of radio. I Radio Measurement g Another major development that will be watched closely in 1958 g will be new radio measurement studies. As a mass medium, there is 1 a pressing need for more adequate measurement of its impact. This 1 will reach into total audience and audience composition. There 1 also will be greater revelation as to dollar expenditures by adver- 1 tisers on radio. RAB, for one, this Ajjril expects to list the top 25 1 network radio advertisers according to the largest expenditures. If 1 this list proves workafjle, the bineau will expand the number of g fimis covered. 1 In line with measurement of ladio in 1958, the out-ol-home audi- g ence will come in for close attention. Nielsen is one of the major g firms that is working on a car tune-in study. For the ad\ertiser, the 1 out-of-home audience has these dimensions: more than 35 million 1 auto radios are presently in use, more than 12 million portable sets 1 and another 10 million radios in public places. This makes a grand 1 total of nearly 60 million radios available for out-of-home listening. iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ U. S. RADIO January 1958 21 RAB's Sweeney sees record $7 00-m'tllion-year ahead; and these problems: the business climate plus the civil war within radio, which showed up strong in 1957. Frank M. Headley, president of SRA Inc., sees spot running about 10 percent ahead of 1957 with a very strong second-half rally expected for 1958. NAB's president Fellows points to radio's growth in technology and service for 1958. Cites transistors as furthering industry expansion by increasing sets in use. Outlook '58 — Port II Industry leaders predict record increases for 1958. A new high of $700 million is forecast. Radio in 1958 will set a new all-tiiiic lecord in billings. According to estimates by Radio Advertising Bureau, volume will reach about $700 million this coming year — a])out eight or nine percent above the record year of 1957. What makes these projections even more significant is that every segment of the radio industry is expected to share in the increase. Spot and local will undoubtedly continue on their three-year upswing (see chart) . And for the first time in several years, network radio will be able to put two growth years back-to-back. As noted in Part I, revenue is ex- pected to shape up like this: local, $385 millicm; spot, $220 million, and network, $95 million. Continuing the trend set in recent years, local will bill more than spot and network piu together. Achieving these goals, however, will be no easy task. Radio can look ahead to its share of problems, too. 22 U. S. RADIO January 1958 U. S. Radio Estimates for '58 1957 1958 $357 MILLION $385 MILLION $200 MILLION $220 MILLION Netv>fork $86 MILLION $95 MILLION As Kevin B. Sweeney, president ot RAB, sees it, there are two major hurdles to overcome in 1958. In the first place, the general cli- mate of business will have a material affect on all advertising volume. Mr. Sweeney states, "We in the adver- tising community know that when business is off, this is the time you should advertise. But the merchant doesn't know this." Mr. Sweeney believes that every time a responsible business or gov- ernmental official talks about a "slow first-half" or a "soft year" it limits advertising expenditures. He esti- mates this loss at $25 million for each gloomy pronoimcement — §1,000 for each of 25,000 advertisers who are likely to reduce their ad spend- ing by that amount. The second obstacle Mr. Sweeney sees ahead for 1958 is exclusively radio's. "One of the real trouble areas this year will be the civil war among radio broadcasters. There was more of it in 1957 than in 1956 and it should reach a head in the coming months," Mr. Sweeney notes. This battle of attrition, as Mr. Sweeney views it, is joined on the local level as well as on the national scene. Locally, Mr. Sweeney points to the draining efforts of radio sta- tions trying to knock each other off as they dig for a bigger chunk of the money that is being spent in the entire market for radio. He rea- sons, "Radio will fulfill its real po- tential only when these energies are devoted to competing against other media, and not against your own business." Stations will be doing themselves a real service if they go out and try to win new advertisers for the medi- luu, instead of battling among them- selves for the existing expenditures, Mr. S^veeney asserts. Nationally, this applies to net- works and representatives. It also has meaning for group ownership and individual entities, for inde- pendent music-and-news stations as well as network stations, for large- coverage operations and smaller area stations. It is significant that this intra- industry battle came to a head in 1957, a trulv 2:reat vear for radio from all aspects. No one can deny that it was the relative prosperity of the mediimi this past year that spawned a ne^v competitiveness. Ih setting a new revenue high in 1957, radio compiled a handsome record: • Gross billings were about S643 luillion. • This was almost 15 jicrcent above 1956. • Factory sales of radio sets to- taled i 4,332,641 for the first 49 weeks of 1957. • This was more than 2 million above the 1956 oiuput at that time. • At year's end there were 3,180 commercial am stations on the air, as well as 537 commercial fm. U. S. RADIO January 1958 23 Outlook '58 • A year a<>:o there ^veie 2,971 am's on the air. VV'ith this growth behind them, radio men look foi-ward to an even better year. Of the three segments ol the industry, network is certain to show the biggest — and most needed — improvement. All lour major net- works have undergone considerable changes as they tool up lor \\hat shoidd be their biggest year since 1951. CHS and NHC are certain to main- tain their dominance throughout 1958. .Mutual and ABN have insti- tuted vast alterations in their pro- granmiing. In each case, aspirations are high, and 1958 should be the tell-all year. MBS claims it has been in the black since last .Scptcmljer. It reports revenue of 58 million in 1957 and anticipates a gross of SIl mil- lion for this year. ABX Jias turned up initial adver- tiser supijort for its new live nuisic format. More than §4 million in new business has been signed. The net work is in third place and its long- range goal is number one. 40 Percent Increase NBC reports a 10 percent increase in business for 1957 over l!)5r), and anticipates that 1958 will be 10 per- cent better than this past year. Having established at least two monthly revenue records last year, C^BS looks ahead to 1958 with great anticipation. In the August-Septem- ber month, the network signed a record $8.8 million in business. This broke the previous mark of Sli.ii mil- lion, which was set the monili before. Overall, comments from inclustrv leaders indicate the coming vear will be a competitive but very prosperous one for radio. In addition to the remarks by Mr. Sweeney, here is what spokesmen at the national level are saying about 1958 (excerpts frrnn special interviews with i.s. r.\uio) : • Frank M. Headley, president of Station Representatives .Vssn., and president of H-R Representatives Inc., sees spot radio for the first six months running below last year's average, but the second-half rally is expected to bring about a 10 percent increase for spot in 1958 over 1957. • Robert E. Eastman, president of the American Broadcasting Net- work, j)redicts iliat network radio will net about $80 million in 1958. This follows a 7iet of $65 million for 1957. -Mr. Eastman states that "ra- dio is now experiencing the most rapid growth of any medium in the history of mass comnuniications." He declares that "In 1958, .Vmerican Radio \\\\\ give the listening public the cjualiiy musical progiamming they like best, while the advertiser will achieve the widest possible cir- culation." • Paul Roberts, president of Mu- lual Broadcasting System, foresees "the biggest year ahead in radio's long history. It has to be. More and more radio sets are being sold these days — more radios than t\. .\ncl if people are buying sets they nuist be listening to them. It onl\ icinaiiis. ihereloie, for broadcasters to \no- \icle the kinds of listening services these set buyers want — and now de- mand." Since Mr. Roberts took over Mutual last year, the network has instituted two major changes in net- work practice. MBS has started a "station service" concept of affiliate comjjensation, whereby the station keeps revenues from specified net- work programs. Secondly, the net- work in 1958 will start using owned fm stations for transmi.ssion. in place of class C ATR:T lines. • Matthew J. Cidligan, vice presi- dent in charge ol XliC Radio, sees gross network revenue- of .$95 million for 1958. He looks forward to a great year for network in general and NBC sjjecincally. .Mr. Cidligan notes that NBC signed enough busi- ness in the latter part of 1957 to meet its jirojected revenue for the first quarter of 1958. In the past year, the network was successful in switching a handiul of programs to new time slots in meeting new listen- ing habits. Mr. Culligan also notes that NBC added to its station owner- ship by adding an am-and-fm opera- tion in Pittsburgh — AV.VMP and VVFMP. • Arthur Hull Hayes, president of CBS Radio, states that "only in net- work radio can an advertiser be as- sured of maximum concentration on his commercial messages, and distri- bution of those messages through a highly believable medium." He sin- gles out the Ford linad Sli the- In si and only of the automobile nianula(- turers to pour over aO",, of its ad\ tr- tising budget into the broad(ast media. .\ccordiiig to John Karol, CBS vice jjresident in charge of network sales, "I began soliciting Ford and Thomp- son for CMS a year ago last June. "The agency," Mr. Karol explains, 'tluii did a six-volume studv on railio in gencial. and decided that netwoik ladio would l)c tlieii best buy. "Ford was particidarly interested in using top talent as personal sales- men," Mr. Karol points out. "We provided it." Below is a run-iiown ol the Foul buy: Bing Crosby-Rosemarv Clooncy (alternating) — five minutes be- tween 7-7:. HO a.m., Mondav-Fri- day World Xejt's Roundup — 8-8:05 a.m., Monday-Friday Arthur Godfrey— 5:05-5:30 p.m., Monday-Fridav Edward R. .Murrow — 7:45-8 p.m., Monday-Friday Crosby-Clooney, six five-minute shows spaced throughout the weekend. Mr. Karol believes that the Ford buy has been responsible for in- creased interest in network radio, and he says that "the motor people are now more active." A Thompson spokesman says. however, dial none of Ford's com- petitors "come close to our extensive use of network radio." -Vccording to R. F. Buchanan. Thompson vice presideni in the radio-tv group. Ford is not onh using a greater quantity of nei\\()rk radio than its competitors, but the (ompaiiv is also impiox ing the (]ual- itv ol (onnncrcial copv lot auto- mobiles. "We bought pel soualitits who, we feel, are among the top personal salesmeit in radio. We wanted stars who could integrate commercials in- to the show itscH to take full ad- vantage of their j)opularitv lor Ford. \\'e wanted to entertain and to sell in a very short time, while pcojjie were in their cars." Robert Fbeling, |Wi production control sujjcrvisor on Ford radio, says, "We are tailoring our (ommer- (ials to the personality. In the case of (josby and Clooney, we adapt our copy to the type of patter used by liing Crosby and Ken Carpenter lor \ears, conversation already familiar lor its cnteriaimiuiit \;iliie to oui listeners." To iiisuu- ihe Cai |)eiitei-{;ioone\- Crosbv (haiadei ol these (ommer- cials, I hom])son hired Crosby's long- time writer, C^arroll Carroll to check John Karol, CBS Radio sales v. p. the style ol every piece ol (opy broadcast. About lialf the Crosby- Clooney commercials are jingles. \\\ contrast, on the ]Vorld Neii's Roundup and the Edward R. Mur- row newscast, George Bryan delivers commercials that are almost docu- mentary in style. Since Mr. Nfurrow does not do (omniercials himself, Thompson is building up Mr. Bryan as a Ford pcisonalit\ in his own light. Arthiu" Godfrey ad libs his com- mercials. The agency gives him a lact sheet for every show, and lets him know what they wish lo be em- |)hasi/ed, and Mr. Godfrey takes it liom there. Successful though they may be, the 2t) shows with their .S() commercials lepresent a complex creative prob- lem lor joe Stone, Thompson \ice president and a (0]jy group head on the Ford account. "The Crc«by-Clooney commercials are recorded from the coast, so we have to have a production staff out there. Godfrey's are taped here in New York, unless he goes out ol low n in which case we have to follow him across the country. The Murrow and \]'orld Xrzt's shows arc clone live in Xew ^'ork. "On the fi\eiii i 11 II te (aosby, (llooney and ll'or/f/ News pro- grams," Mr. Stone explains, "we are allowed a single minute commer- cial; on the Murrow 15-minute show, we do twci one-and-a-hall-minute commercials, and on the Ciodfrey show he does two 2-minute commer- cials, usually. This is quite a varied schedule, especially since we do not repeat more than 50 percent ol the material. "When we were getting started in September, we had l.H writers on the job. Now it's down to (Charles Gard- ner, copy supervisor, and tour sea- soned people, one to a show. 28 U. S. RADIO January lO.^S "We've already gone tliioiigli sev- eral phases," Mr. Stone explains, "From Sept. 1 to Oct. 15 we were plugging the '57 model. Oct. 15 to Nov. 1 was an institutional buffer period. Nov. 1 to Nov. 7 ^\•as pre- announcement of the '58 models. From Nov. 7 to Dec. 1 we introduced the '58 models. From Dec. 1 to Dec. 30 we wrote strong introductions to special new features. After Jan. 1 we were in our normal year. "But up imtil Jan. 1 our commer- cials had to be 90 percent new. That was a job. "From now on in, wq expect to repeat about half the time," Mr. Stone says. "We write about three months ahead, and the client sees the copy approximately six weeks before it's to be broadcast. This is when we don't get rush requests for changes. "I would like to say right now that I don't go along with the people who believe that radio commercials should be done on the spur of the minute for the sake of inmiediacy. You cannot do excellent radio with- out weeks of planning. Expediency dictates quality, in my opinion. When you are in a hurry," Mr. Stone points out, "you accept a compromise because you don't have time to fight for what you know ought to be done." In order to keep track of which commercials are to be aired when, Mr. Stone has devised a chart that insures no repeats on the same sell- ing point on the same show across the week, nor on different shows down through a single day. "It's like a crossword puzzle," he says. Ford's main selling points for '58, around which copy is built are: • Value • Proved and approved around the -ivorld Nothing newer in the world New interceptor V-8 Brand new styling Ford-Aire suspension Only car to cut price in '58 Lowest price of the low-priced three • Cruise-O-Matic Drive Mr. Stone likes the Ford nef\vork buy because "in network radio you can determine the material that sur- rounds your commercial, not to men- tion the time the commercial is aired." Ml. Stone feels that the Road Slum' reaches the adidt audience that bin Fords. He also emphasizes that the buy permits the agency to control the material coming before and after the commercial — material chosen to contrast \\ith the sales message to make it stand out. Since the Ford buy is only in its fifth month, no plai:s have been made lor Ford's future in network radio. According to Ford's Mr. Bowers, however, "We are very pleased so far, and the dealer re- sponse has been Lnorable." • • • £llllllllllllllllllllllllllllllllllllllllllllllllllllillllllllllllll!llllillllllllll!lll!IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIINIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII»^^ Ford Commercial Wins Radio Award i Ford wins award ^or producing one of eight best radio commercials of 1957. Richard i i Cruise, (left) national account executive, Radio Advertising Bureau, presents plaque to i 1 John Bowers, car advertising manager, Ford Division. Watching is Edward Rogers, Ford = = Division advertising coordinator. This is the third RAB-sponsored award won by Ford. = 1 The selection was made by a panel of 150 advertiser, agency and radio executives. 1 illlllllllllllllllllllllllllllllU lUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIHIIIUIIIIIIIIilllllllllllllinilllllUIIIIIIIIIIINIIIIIIUIIIIIIIIIIIilllllllll^ U. S. RADIO January 1958 29 Hot Ralston's Radio Sales up 33 percent over previous year as agency leads Ralston back to radio. With its Songs of (he Hoi Ralston Road, Ralston cereal is chugging its way l)a( k into a nicdiuni whidi it almost abandoned in the early 195()'s. With an estimated radio budget of $400,000— a 20<;;, increase over last year — Ralston has found that "radio is indispensable for giving us quick action and flexibility in the ad market," according to W. P. Hays, advertising and promotion manager of the Ralston Purina Co.'s Ralston Division. Ralston has had phenonunal sales success since signing on about three years ago with Guild, Bascom &: Ronfigli — a San Francisco agency that has special i/cd in food merchan- dising, and has substanliallv in- creased the radio billings of its clients. S W. p. Hays, advertising and pro- motion manager of the Ralston Div. Ernest J. Hodges, vice president, Guild, Basconn & Bonfigli Inc., S. F. "TT i ur: 30 U. S. RADIO • Jriiiuary 19.58 Road RALSTON'S RADIO BUDGET $400,000 UP 20% T mr T T iT !•■ MM a- (( '" iii| J LL iili lUiU RALSTON'S CEREAL SALES UP 33% OCT. '56 TO OCT. '57 At the agency level, radio use has been on the upswing. At GB&B, as noted by Rod MacDonald, vice president and director of the media department, "We are relying heavily on ladio today for most of our clients. This year's radio billings are 110 percent greater than last year's — and represent a 100 percent increase in share of the agency's billings. "No statement could be more eloquent than these percentages in demonstrating the confidence we have in the job radio can do today." Ralston cereal sales — hot and cold brands — -have increased 33 percent over the 12- month period ending October 1957. During that period, the average increase for the Avhole cereal industry was five percent. The ciarent Hot Ralston cam- paign, \\hich began September 15 and will end next month, involves 135 CBS stations on a network basis. Spot radio is being used for the cold cereals: Rice Chex, Wheat Chex — and for Ry-Krisp. Ralston is using radio in three ways: 1 — Planned network purchases — 22 programs rotating during each month. 2 — Spot radio — going into individ- ual markets for four to six weeks. 3 — Special coverage of areas of the country not adecjuately covered by other media. These approaches have provided what has proven to be a reliable working formida for Ralston. "Radio is ideal for our cereal," comments Ernest J. Hodges. The vice president and Ralston Purina account super- visor at GB&B reveals that "used on a test basis, radio proved to us that it reaches the consiuncr witli the greatest frequency and flexibil- ity. "W^e spend as much time, atten- tion and nearly as nuich money on our radio as our tv commercials. We like longer spots, and on radio you can repeat them and still be novel and enjoyable. "Sales are again increasing," says Mr. Hodges. "But we ^von't know the results of the network campaign imtil February." "When we started to achertise our cereals on radio back about 1933," Ralston's Hays points out, "we di- rected our messages to the kids. "But today, it's the mothers we aim at — and radio, better than any other medium — gets to the mothers." uiiiHiiiiifiiiuiutniiiiiiitu llillllllUlllmUlfpUmiiHBMJMBUUH I :.T^.V^' f liitiiiiiiiiiiiiitiwiiiiiWitiiniiiiiiiiiiiiiHiiiiimiifiiuitiiumiiiuiiiu U. S. RADIO January 1958 31 With this in miiul, the company and its agency have established a ropy phittorm aimed at mother. To the tune of The Rock Island [.inc. the Ralston folk singer asks: You want your kids real strong? You want your kids real strong? Well, then, let's take a little ride on the good old Hot Ralston Road. Oh, the Hot Ralston Road, it's a mighty good road. Oh, the Hot Ralston Road for the kids to ride. Oh, the Hot Ralston Road, it's a whole-wheat treat. It's nutrition, all nutri- tion, get your package at your grocer for the Hot Ralston Road. Radio History Ralston ii.is had ciuiic an cxtensi\c history in radio use. The Tom Mix (Ralston Straight-Shooters) program, aimed at hero-worshiping children, started in 19'^3 and remained on the air mitil two years alter the cowboy star's death. "Then we switched to the Space Patrol," Mr. Hays recalls, "a modem version ol the ciiiidien's adventure show. We were in network radio continuously from 1!)32-1950. Then Ave were out for a Avhile. "We recently made a big network piuchase because of the resingence of daytime listening by housewives. We are sure that we reach ITi/o- million women through our various network soap operas." Reaching a vast national audiei^.ce with its radio exposure, Ralston has adopted an anthology of songs with a folksv liavor. The Ralston folk songs, all written to familiar Ameri- can folk melodies, stress to ihe mother the nutriti()n;il xaiues of ilu' cereal. They give her a picture ol her child as not oniv healthy and strong, but pleased with the liavor of the breaklast lood. An example is this song to the time of This Train: This train is loaded with power, this train. This train got Ralston power, this train. This train is loaded with power. The whole-wheat cereal the kids devour. This train is loaded with power, this train. Ralston is energy packin' — Steamin' hot and so lip smackin' — Ralston is energy packin' — Ralston I At the agency level where these songs were created, radio is a work- horse mediimi. .According to CiBitIVs Hodges, "Radio is a wonderlully l)ioad vehicle lot reminder use. It i^ ideal for an item of frecjuent pur- chase: it is ideal, then, for cereals." I>ui ladio is by no means con- sidered merely a medium for re- minder use at GBR:H. According to Peg Harris, GHRrlVs media director, "We are using radio not just to supplement oilici media, i)ul lor b;isi< inai kel coxeiage. Audiences, Impact "Si/able audiences, an increasing degree of selectivity and the impact of repeating a poweiful message are a lew of the characteristics of ladio which compel coiisideialion." And that's \\h\ Ralston is seeing to it that its si/eabic iiiidic'iu cs can lunmn: Get some Instant Ralston, mother. Get that whole-wheat health today. Serve them Instant Ralston, mother. Get some Ralston right away ! • • • Peg Harris, media director of the Guild, Bascom & Bonfigll agency. Rod MacDonald, director of media department at the GB&B agency. 32 U. S. RADIO [aiiuary 1958 Radio Should Learn How Valuable It Really I Grey's media vice president counsels radio to bolster itself for the future. Dr. E. L. Deckinger, vice president, Grey Advertising. So everything is fine Avitli radio. Or is it? When an industry finds itself healthy, that is the time to take a good, hard look around, and see what can be improved. Because that is the time the industry can afford to invest in itself — when it is pros- perous, has the money and time to examine carefully what it is doing right, what it is doing wrong — to forestall that inevitable day wlien things get a little bleaker. But then, of course, radio men know this well. They remember the bleak, black days of 1948 and 1949 and 1950, when television was burst- ing across the nation on its white charger, and radio was retiring in its path. And radio, ill-prepared for that sudden turn of events, coidd only answer by cutting rates, reduc- ing the price of a commodity that should have been higher priced at its peak, because, even at the lower- than-current audience levels, it Avas still a good buy. There are those who have been alert and have been studying their business. You may or may not sec- ond exactly what they are doing. Maybe you have some better ideas. But — if so, whv aren't vou doine: them? Examples of alert fellows in the radio broadcasting fraternity are: 1. The Henry 1. Christal stations, who have been employing Al- fred Polit/' wizzardry, yardstick- ing radio in the vicinity of their stations. 2. Restless Kevin Sweeney and his wide-awake RAB fellows — who never stop wanting to know. 3. The stations that have used Pulse intermedia studies. We say they are "alert" because they are endeavoring to learn some- thing that will help make radio's future more secure, ^^ore power to them! Hooper, Nielsen and Pulse (bless their slide-ruled hearts) all endeavo*-. at least, to give us some meastne- ment ol radio's size, so we can have some basis for analysis, projection and imderstanding. Unhappily, as all these measure-men will be (juick to agree, we are quite a bit removed Irom a perfect radio measiuement today. \(1S is planning a new tv cover- age study in 1959. Is radio going to be included? No, it is not. Why? Because Nielsen is in business for a profit (as he should be) and too few would buy the radio reports. Let's ask a few cjuestions about radio. 1. When was the last time you measured — or talked about measuring — the "recall" (and related factors) from a specific radio commercial — as opposed to the last time you did that for tv? 2. Where are the Videotowns and the Hofstra studies for radio? 3. Where are the qualitative ra- dio program analyses, once so popular? 4. Where are the radio-\s-other- media studies of yesteryear? 5. When was the last great ne\\' programming idea tried out? Or is radio destined to be a world of music and ne\\'s now and forever? Where are all these studies? There are a variety of reasons ^vh)' \'.e see none, no more, nohow. 1 . Because radio — possibly as much to the sinprise of its leaders as to anyone else — has emerged from its "darkest hour" mike-deep in green- backs. So the theory woukl go. who needs it? 2. During its "dark hoin," in the struggle just to survi\e, radio quite naturally trinnned all costs as far as they could be cut. 3. In fact, in its darkest hour, ra- dio became afraid of research. When radio saw five ratings •when once there were 25, radio became ali.iid that buyers would be so numbed by the enormity of the decline that they would lail to reali/c that it was still a great buy at the lower levels — it had simply been incredibly undervalued at its peak. So where are Ave today in ladio research? 1. We've made absolutely no progress in the past eight years. 2. Yet, the mediiuii ])rospers — without much in the way of new research facts about radio. Should radio fear? Has radio iioav Aveathered thcAvorst storm that could possibly be coirjured up for it by the most nefarious of schemers? Let's try some "perhapses." Perhaps 1. Perhaps portable and small-set tv Avill mushroom, and Avill ubiquitize the pres- ently ubiquitous radio set. Perhaps 2. Perhaps tv Avill find a way to simulcast much of its telecasting during radio's best hours — so they can capture, perhaps Avithout notable extra cost to the advertiser, the big- ger part of Avhat is today's ra- dio audience at any one time. PerJiaps 3. Perhaps people Avill simply tire of niusic and news as a format. AVill radio haA-e an alternative? Perhaps 4. Perhaps costs in other media Avill be reduced to such an extent that radio Avill lose its greatest competitive advan- tage — loAv cost. \Vill radio be ready? Actually, this is not a prophesy of doom. The Avriter really doesn't think any of these things actually Avill happen. But the point is, some- thing might! Our plea is this: If radio should one day succimib to some force stronger than it, never let it be said "Avhat fools these radio people Avere. They coidd have foreseen that, they could have overcome it!" • • • U. S. RADIO • January 1958 33 One of a series i)i tin analysis Of nelii'ork progra mining and sales ABN Pins Future On Live Sound Intensive sales campaign aimed at agencies, advertisers and stations is based on new network concept. I 1 ii-^ Robert E. Eastman, president of ABN. I Ik- liituic ol American IJioadcasting Network is loiged in a new mould of li\t' nuisic, live personalities and live piodiut selling. Its departine from what lias hcronie accepted network fare is in many ways a pioneering effort. And like anything new, ARN is fighting the battle of acceptance. This initial struggle is being bridged by favorable response from agencies and stations. In the few months since the start of its new programming, there has been adver- tising support. ABN has signed more than S4 million in business. This revenue, however, is but one step towards the ammortization of ;.n estimated .'JlO-million investment in new progranmiing. At present about 15 percent of this fare is spon- sored. According to Tom Harrison, \ice president in charge of sales, "the breakthrough by advertisers is ex- pected to occur by the start of the second (|uaru'r. Agencies and their clients like our presentation and like what we're doing. Many deals are pending and are close to being signed. The main problem con- fronting us is that what we're doing is new — and as a result some clients are a little hesitant and have adopt- ed a wait-and-see attitude. But we are convinced that this will be over- come in a very short time." Behind ABN's new sound is a pro- gramming concept that is stated simply: "to cater to the popular tastes in meeting the demands of to- day's radio." Steve Labunski, vice president in charge of programming, explains, "What listeners want most today, by two to one, is music. And American will give them music — with fresh personalities. "As a network," Mr. Labunski continues, "we are trying to do some- thing that will have real values for the station, not just prestige alone." Among these real values are music 34 U. S. RADIO • January 1958 Merv Griffin in the evening from 7:15-8:55. Jim Backus in the afternoon with Grove, Haskell, Sharbutt. i V: Herb Oscar Anderson Show in the morning. that Avill be listened to and the type of programming that a station can't do. Initially, ABN has scheduled 27 hours of new progiamming a week. Most of this is the new live music- live personality shows. Breakfast Club, hosted by Don McNeill, also is being incorporated in the new for- mat. The remainder of the revised schedule are five-minute news shows before the hour, plus the 10-minute evening show by John Daly as well as other commentary. ABN's new sound for the broad- casting day is actually divided into three two-hour segments. The morn- ing segment kicks off with the peren- nial favorite, Breakfast Club (9 to 10 a.m.), and is followed by the Herb Oscar Anderson Show (10- 10:55 a.m.), which features singers Carol Bennett and Don Rondo, a 20-piece orchestra and the Satisfiers. The afternoon portion begins with The Jim Reeves Shoiu (1-2 p.m.) originating from WSM Nashville. It ieatiues popular recording artist Jim Reeves, the Anita Kerr Singers, Owen Bradley's 16-piece orchestra and guest stars. Following this is The Jim Backus Show (2-2:55 p.m.) , starring Betty Ann Grove, Jack Has- kell, the Honey Dreamers, Del Shar- butt and bandleader Elliot Lawrence and the orchestra. Evening Programming The evening segment includes The Merv Griffin Show (7:15-8:55 p.m.) , starring Darla Hood, the Spellbinders, the musical team of Lyn Duddy and Jerry Bresler, Betty Holt and Julann Wright. Interspersed throughout the day are news shows. This activity reaches its climax with a 10-minute program (6:30-6:40 p.m.) by John Daly, who is vice president in charge of news for the radio network's parent com- pany, American Broadcasting-Para- mount Theatres, Inc. Mr. Daly's nightly show is sponsored by Chev- rolet. His program has added sig- nificance in that it marks Mr. Daly's return to regular radio activity after many a year. News is the second most-precious commodity at ABN. The network runs approximately 118 such shows a week^ — about 90 on weekdays and another 28 on Saturday and Sunday. Since the start of the new sho\vs, two have been dropped — the Bill Kemp and the Johnny Pearson shows. Mr. Pearson reportedly is be- ing switched to a week-day record stint. ABN has tentative plans to return him to Saturday mornings. The one area of the program week that American has left relatively un- touched is the weekend. Network executives frankly admit that serious thought is being given to the overhauling of the "old" week-end schedule. At present such discussions are limited to the confer- ence room due to the fact that pres- ent energies and funds are being U. S. RADIO • January 1958 35 Jlllllllllllllllllllllllllllllllll IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIHIIIIIIIIIIIIIli abn direttecl ai llif wtck-clav liiic-uj). Tlic man ies])()nsible ior these sweeping changes at ABN is its president, Roliert E. Eastman, who took over tlie reigns last May. Since then no major business entcrjjrise could have changed more. To begin with, ABC Radio became ABX and was set up lor the first time as a com])letclv autonomous sul)sidiai y ol AB-PI. 1 he most significant changes, ol course, that Mr. Eastman brought i'bout were in progrannning and the creation ol a new executive team. This complete alteration is costing a great deal ol moiie\, but Mr. East- man reveals that this was taken in- tci consideration Irom the very start. He notes that one of the questions he asked himself before any changes were made \\as this: "W'oidd the in- vestment ol millions ol dollars to ic build a radio network be wortii- wliile and hold the promise ol some lulure reasonable return?" Alter dwelling on this matter and others, Mr. Eastman declares, "Out of my thouglits came a concej)! ol network broadcasting which we be- lieve represents ail of the good ele- ments of showmanship in ladio and holds promise loi a mw cia ol crea tive salesmairship." Alter the new progrannning was set in order and had its launching in October, an intensive sales campaign was launched to carry the ABi\ story to advertisers and agencies. In a loin -week period, from October 15 to November 15, a total ol five pres- entations were given each day. Ray Eichmann, director of sales develop- ment and research and the motor- man for this sales crusade, estimates that more than 100 different agen- cies had heard and seen the ABN story during this time. The Aitierican presentation has three main parts and its structure is really a clue to the faith these execu- tives liave in what they're selling. In the first place, the sales ston' em- phasizes the need for advertising that has impact and is continuous. Sec- ondly, .\BX tries to sell radio itsell as a strong sales mcdiiun. And final- ly the cjualities of American are re- vealed. This concentrated sales effort has shown some residts. ABN has signed ;!l)out l() new advertisers. Many of ilu conqjanies are blue chips. The sponsors are Le\er Bros., lOni, Phiico, .\merican Cyanamid, Olson Rug, Hudscin Vitamin Products, Knox Cielatin, Fi/i in, Hein/, Nescafe, Plough, 20ih Centuiy-Fox. C. H. Musselman Co., Do'dge Div., Eloiivla Really Bmeau and (iillette Eabs. Initially, most ol the network's |)ros|)ects will come Irom advertisers who are already using the medium. It is estimated that ABN has on its roster al)out 10 percent of the .SOO comjjanies who are presently using network radio. But the lutine and potential of ilic Aniciican operation lies in the creation ol new advertisers for ABN .uid network radio in general. What makes the new ABN differ- eiu Irom past networking jjractices can be seen in the j>rogiams that were scrapped. The first thing that was done was the dropping of the soap operas, long the staple item ol network laic. Mi. Eastman and his executive team contend that the soaps are gradually losing their audi- ence-. But these aren't the only shows that were laid to rest. A total of seven programs weie replaced: Af)' True Story, ]]'lien a Girl Mar- ries, Wlii.speriuir Streets, Man About Music, Mystery Time, Louis Sohol Sliozo and the Ameriran Music Hall. Two of these shows, in particular, point up what .\BN is doing. Man About Music was a record show, therefore lacking the live music touch. .And American Music Hall had live music but it lacked the live entertainer-salesman approach. There is at least one other facet of the ABN operation that marks its departure from what has been done before. The network's "new ABN Leaderslii One ol the peilinent features of ABN is the recruiting of its execu- tive team. Three out of four of its toj) echelon come Irom the strong backbone ol radio — the station side. Robert E. Eastman, president, was formerly executive vice president ol a radio station repieseinative, |ohn Blair R: (^o. Having joined this com- |)an\ in 194.S, Mi. Eastman was lor many years one ol the leatling execu- tives in the spot field. He was born April 29, H)i:5. in Battle Creek. .Mich., the son ol the advertising manager of the Kellogg Co. After graduation Irom Ohio VVesleyan in I9.H7, .Mr. Eastman spent his early ladio days with network-owned sta- tions in New York and with NBC Spot Sales. Ihomas C. Harrison, vice presi- dent in charge of sales, had been head ol the St. Louis office of John Blaii since |aniiaiy l!)55. Before look" is actually an outgrowth ol the successlul things Icjcal stations are dc:»ing. In the past, it was always the stations thai look the cue from the networks. Progrannning vice president La- bunski states: "Let's lact it, the real radio success stories of the past live years have been the local sta- tion operations." ABN in reality is adopting some ol the qualities that stations have chanqjioned. Chief among these are the personality shows. The idea be- hind this approach is the belief that listeners today tune to their lavorite stations as opposed to dial-switching to find their lavorite programs. "Ra- dio is now a companion, not a living- room medium," Mr. Lai)unski de- clares. As a consequence, ABN admitted- ly has tried to present programs of a similar character. An identifiable and distinct .sound is what the net- work is trying to achieve. Affiliates are urged to shape their program- 36 U. S. RADIO ),iiiuary H).5S fiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim trom the Grassroots that, Mr. Harrison from April 1952 was national sales manager oi WSM Nashville. A native ot DesArc, Mo., the ABN sales vice president gradu- ated irom the V. ot Florida in 1912. One ot his first jobs in radio was in February 1951 with Brown Radio Productions, Nashville, where he was sales manager of transcribed shows. Stephen B. Labunski, vice presi- dent in charge of programming, came to New York from WDGY Minneapolis, where he was vice president and general manager. He had been with the station since Jan- uary 1956. Before joining WDGY, Mr. Labunski was an account execu- tive at VV'HB Kansas City trom July 1954. He also served as an account executive with KCMO Kansas City and as commercial manager of KUDL Kansas City. Edward J. DeGray, vice president in charge of stations, is the only Thomas C. Harrison Stephen B. Labunski meml)er oi the top echelon whose experience was primarily gained from nctAvorks. ^[r. DeGray was named national directoi of station relations tor the network in October 1955 and was elected a vice presi- dent in February 1957. Before that most of his business experience was with CBS, from 1937 to 1955. At least two other . ■'new" mem- liers of the AF)N team are from the station side. Ray Eichmaiui, direc- toi of sales development and re- seaich. formerly held a similar post ^vith John Blair. And Irv Lichten- stein, director of promotion and ex- ]/loitation, was formerly vice presi- dent of WWDC-AM-FAf Washington. I!lillilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll!l||||lllli ming and sountl to harmoni/e Avith the network's. To implement this, ABN has acquired the services of the top musical production team of Austen Croom-Johnson antl Eric Siday. Their primary job is to cre- ate a "distinctive musical identity" for the network and its owned sta- tions. They not only assist in the presentation of live music program- ming, but also aid in audience pro- motion and network identification. The services of these musical con- sultants are also available to ABN affiliates. An example of the way ABN sta- tions are blending their program- ming with that ot the network's can be seen at KING Seattle. The sta- tion built a one-hour and five-minute news show around the new John Daly evening program. It is called king's Full Report and runs from 6-7:05 p.m. Featured are local news, the sports page, fishing highlights, weather, Mr. Daly ancl other net- work ne\\s shows. As a group, ABN affiliates have turned up substantial support for the network's new look. The num- ber of affiliates are down slightlv, from ,H3() a year ago to about 305 today. At the same time, ABN has added from 25 to 30 new stations. And not one affiliate has dropped out since the start of the new pro- gramming in October. There is vir- tLially com]jlete coverage in the top 100 markets, with the possible ex- ception ot Salt Lake City. The problem ot station clearance is still a knotty one, but is expected to be solved with the signing of ad- ditional advertisers. The ultimate goal of ABN is first place — as opposed to its present third-place spot. In its drive to achieve that mark, the net^vork is (arrying a vastly increased overhead, estimated at more than 50 percent over what it was before the program- ming changes took place. In fact, its weekly costs are estimated to be run- ning about double that of the first- j.hKc network. But in addition to advertiser sup- port, tlie network has been encour- aged by what little evidence it has available on audience reaction. In many markets, ABN is ahead ot its j)revoius position. In others, it has at least held its own. Overall, there has been a siil)stantial upgrading in the net\\'ork"s status. One of the criticism's leveled at Bob Eastman in bringing about this change is that his programs have a certain "sameness." Significantly enough, the .\BN president wel- comes this barb. For what he is try- ing to achieve is a certain recogniz- able sound lor .ill his piograms and his network. The challenge oi re-doing an en- terprise of this scope is as consid- erable as the effort and money in- volved. .\s .\Ir. Eastman sees it, "The job of liquidating our very substantial investment is not an easy one, but it is a very exciting one since \\e ha\e so nuu h to (jtter." • • • U. S. RADIO January 1958 37 focus on radio dllfc- WXYZ DETROIT PERSONALITY, Paul Winter, visits agency executives dressed in keeping with his show "Sunday Best." He presented them with carnations, and played a special presenta- tion disc of his program. Pictured left to right Paul Winter, Theda Meltzer, agency receptionist. W. B. Doner, president of W. B. Doner Agency, and Doug Campbell, sales representative. A Quick Glance At People, Places And Events Around Radio-Land ATER THRILL KYA SAN FRANCISCO'S new remote car is tested by station's disc jockey, Hawthorne. Car is short-wave controlled and equipped for direct voice contact with the bay station. ^:-j^-iif*^V.1BLas*i*' ^/?.n&-w»'.*'W\^ ' -cr '^ ">--«» j QUEEN DIANE GUYNAN greets subjects lining Potomac for WTOP Washington Water Thrill Show, promoted by station's Bill Wig- gins. Pretty girls, acrobats and speed boats attracted 75,000 persons this past summer. 38 U. S. RADIO • January 1958 MODELS DONATE KISSES to public in celebration o\ KEX Portland, Ore.'s first Independence Anniversary. Station's "Solid Seven" disc jockeys adopted girls a year after Westinghouse Broadcasting Co.'s station changed to music and news. Kisses are candy. LADY WINS $600 for identifying 16 sponsors after listening to commercials with brand name blanked out. Howard S. Kester vice president and general manager of WLOF Winter Park, Fla., presents check to Mrs. Peggy Zeak, winner of station's "Free Living Expenses" contest. On left is Mrs. Zeak's daughter. LOW CONTESTANT WINS $100 check from KLZ Denver's weatherman, Warren Chandler. Mrs. Gretchen Jones guessed the lowest Thanksgiving Day temperature. More than 2,500 persons participated in the contest. Watching are local mer- chants who sponsored event. Left to right, Murray Kirschman, M. B. Savage, Richard Kailey, E. B. Speer and June Thompson. BRISTOL-MYERS BUYS NBC, making firm largest drug ad- vertiser on network. Discussing deal are (left to right) Mat- thew J. Culligan, vice president in charge of radio network: Donald S. Frost, director of Bristol-Myers' advertising; Lee Bristol Jr., firm's public relations director, and William K. McDaniel, vice presi4|nt of NBC radio network sales. FAST ONE PULLED by WIP Philadelphia at the Radio and Tele- vision Executives Society annual Christmas luncheon in New York. Station hired Santa Claus to parade up and down in front of entrance carrying sign which read, "Beware of Imitations — buy WIP radio. Philadelphia." Enjoying stunt are Edward Petry, president of Edward Petry Co., national sales representative for WIP; Mr. Claus, and Benedict Gimbel Jr., WIP's president. U. S. RADIO January 1958 39 I 40 U. S. RADIO • January 1958 hometown USA • Local Promotion O Commercial Clinic • Station Log • Radio Registers Radio Regarded As ^Friend' From Maryland to Colorado station actiyity reflects mounting dependence on radio. 'W^hy do people listen to the radio? For music, for com- mercials, for programs? For all these reasons, and also for news and special events, as both ^VBAL Baltimore and the stations of the Colorado network have proved. A WBAL Baltimore survey finds that its listeners stay tuned to radio because it fulfills the role of the ideal friend — a friend who entertains, sympathizes and informs. Across the country, George Corv, president of the Colorado net\\ork, is highlighting radio's role as public informant bv utilization of eight new mobile imits to bring more ne\vs faster to the ears of his listeners. In Maryland last month, \VBAL disc jockey Jim West, who spins platters bet^veen one and t^vo every afternoon, decided to sponsor a con- test to find out "why radio is vour constant companion." Since housewives constitute the lion's share of his audience, Mr. AVest volunteered, as first prize, to trade places for a day with the lucky win- ner. He plans to act as her chief cook, bottle washer and baby sitter, ^vhile she tiuns disc jockey. The response to the two-week con- test was overwhelming, according to radio program manager. Bob McKin- sey. Much to the staff's surprise many of the letters were written by men, from an 80-year-old invalid to a Pennsylvania bank vice president. But all the letters, whether from housewives or their husbands, show ■ivhat seem to be a sinprising and gentiine reliance on radio, not only for entertainment and information, but also for friendship. As one Baltimore man states, "Radio is my constant companion because it is so very personal to me. When a radio announcer talks he U. S. RADIO January 1958 41 HOMETOWN U.S.A. seems to talk to me, when he plays a record it seems he is playing it just lor me. "I know that a tv spectacular is produced to reach a million people. Radio is much more personal; it is being proiluced for the people who happen to be listening to any one set at that time. Radio is for me." The medium's ubiquitous natine came in for its share of kudos, too. A career gal not only tunes in at home and on her way to work, but also listens "in the office where oiu employees find radio productive and a positive stimulant in taking the hum-drum from the usual chores." One young and harried housewife takes an original view of radio's merits: "Radio is my constant com- panion because it doesn't have to be answered, diapered, fed, or diretted. It sings to me, talks to me, and kee|)s me entertained and enlighleued. In short, it is on from 7:30 a.m. until the last spit and polish is given the kitdicn. usuallv at 10 |).in." Jim West, WBAL Baltimore disc jockey, turns housewife for a day. One housewife says the more ra- dios the better. ... "1 live in a large house, so the first thing I do when I get up is turn on the radio in the bedroom. "When I go downstairs to fix breakfast I switch on the radio in the kitchen. "When I do the cliores I listen to the radio in the living room, then back to the kitchen set for lunch and dinner ])reparation; last but not least, when I go to bed at night, I get the softest, sweetest music to quiet my nerves at the end of the day." Radio provides comfort for manv invalids too, according to the VV^BAL poll. One man, in bed for 32 years vvith arthritis, writes, "T have no other way of keeping in touch with the outside w^orld." The younger men like radio, too. A young bank vice president writes: "I listen because I live alone. Most of the guys my age are married, and at day's end come home to an ever- loving wife witli vvhom tliev can discuss all the vexing j)rol)lems and little happinesses they've both en- countered during the day. Even those wives who greet their homecoming husbands with a storm of invectives and complaints . . . are still com- panions, in a sense! "The radio is my companion. I have even gotten to feel kindly to- ward most radio commercials because they have matured to a great extent along with i.uiif), and have lost their previous nerve-jangling quality." A lady who knows a bargain when she sees it . . . and who won second pii/e in the \\'B.AL contest as a re- sult . . . listens to radio because "I don't need time, tickets nor fare to find fascinating entertainment. It's always there. Radio invites me for free ... I just turn a knob and there it l)e." Perhaps radio's impact on the lives of its feminine listeners was best described by the winning letter whose author vvas moved to poetry: "\Vhen the pots start steaming over, .Vnd tlie baby's got a pain. And the vacuum cleaner's broken — The radio keeps me sane! When the children get to fighting. Or I scorch my newest gown. Or I burn the roast for dinner, The radio calms me down. So through life's little troubles. When I get to feeling low. Who needs a psychiatrist? I have my radio! To help keep radio first in the hearts of his listeners, the Colorado network's George Cory has recently purchased mobile units to service stations KVOD Denver, KUHC Mont- rose-Delta, KRAI Craig, and KSLV Monte Vista. The eight units allow the news- caster to canvas distances up to 15 or 20 airline miles on line of sight broadcasts in rural areas, and up to thice miles line of sight iu metro- politan areas. They are especially useful, Mr. Cory says, in Colorado where the continental divide offers an unusual obstac le to radio coverage. The basic make-up of each unit includes a 100 watt fm transmitter and a repealer receiver to pick up messages Irom Handie Talkies to feed directly into the main mobile trans- mitter for relay to the studios. Each luiit has one five watt Handie Talkie that operates on two tiansmitting frequencies and one receiving fre- quency. The Handie Talkies, primarily used for city street coverage, will be supplemented in Denver by one Porto-Vox transmitter and receiver. The transmitter is a small pockel- contaiiicd unit which does not show when inserted on the inside pocket of a suit coat. The microphone at- taches to a tic and is about as big around as a silver dollar. Each mobile unit will be powered by a Portorator, which has been de- veloped by the Portorator Co. of Denver, using the KVOD nujbile units as test units. The equipment was built to the network's specifications by Motorola Inc. While the present units are the first purchased by the Colorado net- work from a regular manufacturer, Mr. Cory's stations have been active in mobile broadcasts for the past eight years. The previous units were built by the network's own engineer- ing department, and will now be discarded. Whether measured by the contest results of WBAL or the live news coverage of Mr. Cory's Colorado net- work, radio's vital place on the home- town scene is apparent. • • • 42 U. S. RADIO January 1058 #4 HOMETOWN U.S.A. commercial clinic Mogul Commercial Technique Combines Local Delivery, Recording Much has been said in the broad- cast incUistry in recent years about the relative merits of canned versus Hve commercials. One New York agency, ^vhich spends 25% of its total budget on radio, believes it has developed a technique that successfully coml:)ines the advantages of both. Myron A. Mahler, vice president and creative director for air media, Emil Mogid Co., says that his agency has worked out a commercial for its client, Ronzoni, that integrates the \\armth and individuality of a live delivery with the efficiency and stand- ardization of the recorded message. This commercial is now being aired on stations in the New England and Atlantic states regions. Its theme follows from Ron/oni's newest slogan . . . verarneiite italiani (truly Italian) . . . and features an Italian lesson being taught by a recorded voice to a li\e announcer. Mr. Mahler feels that the recorded section makes use for commercial purposes of a technicjue already familiar to the pidjlic in another context, language-learning through records. "We don't believe in using gim- micks for their own sake," Mr. Mahler states, "because the sell must always come first. Any gimmick should pertain to the commercial message itself. We like this one be- cause it uses a familiar technique in a new way. The listener doesn't have to concentrate on the approach; he can concentrate on the sales mes- sage." Mr. Mahler prefers the announcer portion live instead of recorded, be- cause it "takes advantage of the per- sonality of the local announcer or disc jockey. The local man can in- ject his own interpretation into the commercial. It allows him unusual freedom and flexibility within the framework of the sales points. "As far as we know we are the only ones to adopt this method ol integrating the live and the canned commercial," Mr. Mahler asserts. "We believe it is a new commercial technique with many possibilities, because it allows the copy to be adapted to the {problems of the in- dividual market by changing the live half of the message. On the other hand, it preserves the aura of authenticity and standardization surrounding the recorded commer- cial. "We believe in the importance of researching conditions in local mar- kets and making the best use of local personalities to sell audiences under the commercial conditions prevailing in their area," Mr. Mahler declares. "You can keep abreast of local mar- keting situations with the recorded commercial by doing a new version every couple of weeks or so. Ho\\- cver, it is more economical for the Myron A. MaMer, vice president of Emil Mogul Co., New York agency. client and we feel more effective in the long run, to emphasize live mes- sages by a personality the local lis- teners know and like." Mr. Mahler points out that pro- motional tie-ins are more effective when the local performer is running contests, making personal appear- ances in his own district, etc. Several versions of the Ronzoni commercial are now being aired. The lesson at the beginning remains standard, but the live commercial at the end varies, lending further flexibility within the same theme, Mr. Mahler believes. Here is an excerpt of one of the versions now making the rounds: ANNCR: And now I'm going to take my Italian lesson I RECORD: Sound. . .whrrr of phonograph record. Voice. . .Repeat these words after me. Veramente. . . truly ! ANNCR: Veramente. .. truly ! RECORD: Veramente italiani . . .truly Italian I ANNCR: Veramente italiani . . .truly Italian ! RECORD: Perche veramente italiani . . .Ronzoni Sono Buoni ! ANNCR: Because it's truly Italian-style. . .Ronzoni is so good ! The Mogul agency plans to en- large on the lesson theme by releas- ing late this month a follow-up com- mercial in which the announcer will be teaching the audience the iden- tical Italian lesson. The listeners will be represented by recorded voices responding to live instruction by the announcer. The agency has several other variations on tap for future use. • • • U. S. RADIO • January H)38 13 HOMETOWN U.S.A. station log Bartell's Growth to Six Stations Attributed to Family Radio Concept The Bartell Group ol six stations looks back on a year of substantial gains, including the addition of WILD Boston and \VVDE Birming- ham, more certain than ever of the value ot its family radio concept. Before the accjuisition of these two stations, the Bartell Group re- ported a 225 percent gain in revenue for its four stations in 1957 over 1956. ".Vilverlisers are many and varied, each with his market focus and promotional viewpoint." says Gerald .\. Bartell, president of The Bartell Group. "But all agree that a wider audience means greater re- sponse, and tile development of new markets. "1 he lamily concept," he notes, "eschews audience fragmentation: relies upon eniiching audience com- position to inc hide all memliers ol the family, wherever they are. Everyone affects sales; therefore all should be contained in the radio audience. The advertiser, then, is reaching his buyers, his potential buyers, and his product endorsers at one and the same time." Mr. r>ariell points out thai "with apjjroximately 15 million teen- age Americans, 25 million in their twenties, 30 million in their thirties, 35 million in their forties, and .H7 million over forty, the piuposeful targeting ot the mass communica- tion medium upon one population segment appears wasteful to us. "The most illusive element in the Bartell Group pattern of prcj- gramming is called family participa- tion. Whatever the feature — sug- gestions for civic impro\ement, news tips, bright remarks of youngsters, or a dozen others with \\hich our stations carry on a continuous com- munication with their audiences — a companionable relationship residts." The Bartell Group now in- cludes kCBQ San Diego, KRIX Phoenix. WAKl Alania. \V()K\ .Milwaukee. W 111) and \VM)1-.. RADIO ACTIVITY • \\ ll){ Iiuliana])oliN went on .i Lll-hoiii i)roacl(ast schedule when it launched an all-nighl niiisic show last month. The 1 a.m. to 5 a.m. show uses the Gates ".\uto-l rans" record player capable ol plaving 200 sides, pre-selected. All idciiii fications are on discs. • .\11 salaried employees ol fvl 1 1" San Antonio receixed their share of the station's 1957 profits last month, and the anioiinis weie larger than any in the station's history. Some office workers with high seniority received as much as six weeks extra pay for the year, and deparinient heads averaged four week> pa\. • Wlun WINK Buffalo, N. Y., i)cgan a ncAvs proinoiion offering $]0 in cash for the i)esi news tip of the week, ii didn't anticipate the amaz- in<; rcsiilis. Recently a .'^1 5,000 fire was on ihc ail before the firemen had airi\ecl, according to the sta- tion. .V jet plane (lash at Niagara Falls was ic|)()ii(cl two minutes after the actual crash. When a local bank was robbed, WINK said il l)iilleiined the escape route and aided ]K)lice in (aptiiring the hold-up men within an hoin . • klAI) Omaha has aimoiuiced iliai siiue il became a fiiiliime NB(; network affiliate, local spot an- nouncements are running 89 percent ahead ol the same j)eiiod in 1956, ratings arc up L'.S percent "in all key lime periods." • • • Talk on newsgavhering i; given by Paul Rust (center), news director of WQAM Miami, Fla., at a luncheon with local Family Finance Co. managers following the signing of a new 26-week contract for a Monday-through-Saturday strip of the 7:55 a.m. news broadcast. 44 r. .s. Jiin/o January 19,58 HOMETOWN, U. S. A. radio i I HOME FURNISHINGS | STORE The Sleep Shop placed a one-week trial spot order over KFML, Denver, at a cost of $37.50. The store reported that through customers who announced they had heard commercials on KFML, $1,200 was definitely- traced to spots. They scheduled a spot campaign again the following week. According to present plans, it will run indefinitely. AUTOMOBILE DEALERS Eight Olympia, Washington, automobile dealers, still carrying $77,000 worth of new 1957 cars — with 1958 models due at the time in less than a month — combined to stage a cooperative sale of stock. They pooled advertising, using newspapers and radio. Stocks completely cleared in six days. Dealers credited radio (100 announcements in one week on KGY) with doing major part of selling job. For future joint used car promotion, appropriation for KGY nearly doubled. CREDIT JEWELRY CHAIN Rudolph's Credit Jewelry chain, for a special promotion of sewing machines, tested WJTN, James- town, N.Y., against top local newspaper. Rudolph's purchased the best page in the paper and for an equal amount of money purchased a WJTN saturation schedule. At day's end, $5,000 worth of sewing machines had been sold, with store crediting 60% of sales to radio and 40% to newspaper ad. USED CAR LOT Eller Motors of Spokane, Wash., which runs periodic saturation campaigns around pay-day periods (first, last and middle of month), decided on holiday weekend saturation over KGA. Campaign consisted of 10 spots per day Friday, Saturday and Sunday preceding Monday holiday. Spots were aimed at out- of-town and Canadian audiences, with "tell them KGA sent you" pitch. Client reported sale of whopping 37 cars as direct result. Primary Coverage BOTH Sides of the Rockies You get primary coverage BOTH sides of the Rockies, reaching 92 per- cent of Colorado's population, with the four stations of the Colorado Net- work. Combination rate, one order, one billing. NO OTHER STATION OR GROUP OFFERS SUCH MASSIVE PENETRATION AT SUCH A LOW COST! -COLORADO NETWORK-, KVOD Denver, 5000 wa tts. 630 k.c. ABN KUBC, Montrosc-Dclta. 5000 watts, 580 k.c KSLV, Monte Vista, 250 watts, 1240 k.c. KRAI. Craig. 1000 watts . 550 k.c. NATIONAL REP BOLLINC CO.. INC. NATIONAL SALES OFFICE MIDLAND SAVINGS BLDC, DENVER 2. COLORADO Phone: TAbor 5-2291 TWX: DN 483 You're headed in the right direction with Plough, Inc., Stations! Radio Baltimore Radio Boston Radio Chicago wss§ Radio Memphis PS f Rep resentea nat ionally by ^H RADIO-TV REPRESENTATIVES. INC. 1 • NEW VORH • CHICAGO BOSTON • SEATTLE • ATLANTA « UOS ANGELES • SAN FRANCISCO U. S. RADIO Jamijuv 1958 45 KFAL RADIO report from RAB FULTON, MISSOURI Prime radio service to four principal cities of Central Missouri. • FULTON • MEXICO • COLUMBIA • JEFFERSON CITY \t time periods. Contact — INDIK SALES. I\C. or KFAL RADIO Tel: 1400 Fulton, Missouri 900 Kilocycles 1000 Watts You're headed in the right direction with Plough, Inc., Stations! Radio Baltimore WCAO Radio Boston WCOP Radio Chicago Radio Memphis Wmf§ Represented nationally by RAOIO-TV REPRESENTATIVES. INC. NEW VOKK • CHICAGO « BOSTON • SCATTLK ATLANTA • LOS ANGCLCS • SAN rRANCISCO Radio's a Good Buy In All Time Periods, RAB Research Shows The feeling at RAB these days is that the problem ol tlie prime-time traflic jam may be on the \erge of solution. In the past, most achertisers have stramblcd for the 7-9 a.m. and 5-7 p.m. periotls — a scraml)lc that has too fre- (jiiently dri\en (lisa])|)ointed advertisers to other media. But today, primarily through tiie vast amoimts of research in which broadcasters ha\e invested, ad- vertisers are learning that there is no segment of the l)roacIcast day which can be considered poor in terms of volume of audience delivered. RAB points out. Advertisers are learning, too, through practical results of non-prime-time pur- chases, of the changing listening habits of consumers. .\nd today, virtually .ill broadcasters (an define, almost hour bv hoin-. the composition of their audiences. Broadcasters have at their fingertips information which stretches the adver- tisers' purchasing power thioiigli elimi- nation of meaningless circidatiori, and which aids them in reaching tiic most likely prospects for their pro(lu(t or service, the radio organi/alion states. Pulse Studies An example of tiiis t\pe of research is the series of Radio Listening; Habits studies conducted for R.^B over the past several years by The Pulse Inc. Ex- amined in great detail in metropolitan markets were the listening haliits of the following consumer groups: Young homemakers (age 25-3j with two or more children under 13), working housewives, single working women, teen- age girls, persons 50-0."). yoiuig men (25- 35), male heads of Iiouseholds in the toj) 15 percent income bracket, professional men, businessmen, engineers and work- ing men. Typical of the survey discoveries which show that prime-time is not nec- essarily best for reaching certain audi- ence segments is the fact that more women, l)y a considerable margin, listen benveen 10 a.m. and noon on the aver- age day than listen at any time between 7-9 a.m. And, the survey points out, women are the nation's most important consumers. Among working housewives, for example, nearly 36 percent are tuned in during the evening hours. Interesting also is the revelation that 58 percent of all businessmen who are regular patrons of scheduled airlines listen in the evening after work, and nearlv one-fourth are nighttime listeners. Among engineers, more than 7 out of 10 tune in between work and bedtime, and almost one-third are bedtiine listen- ers. During the afternoon, 37.5 percent of professional men listen regidarlv, and nearly one third are nighttime listeners. Young Men Listen ^'oung nun, potential ciistoineis lot clothing, sports equipment, hobby ac- cessories and some of the big-ticket items like automobiles, are heavy afternoon and evening listeners. In the afternoon 35.1) percent can be reached: in ilie evening more than 25 percent. Nearly 95 percent of all single work- ing women listen during the week, aver- aging almost five days' exposure to ra- dio. Dining any a\erage evening, 31.5 ])er(eiii are at home to the radio mes- sage. .A.noiher study — conducted by the A. C. Nielsen Co. in 1957 — reveals that luin |)rime-time audiences can be meas- ured in the millions at any hour of the day. The figures on the home audien(e alone on any single day are: 9-10 a.m.. 7.7 million; 10-11 a.m., 7.9 million; II- noon. 7.2 million; 2-5 p.m.. 7.3 to 5.3 ii;illif)n. RAB is (ert.iiii that recent research develojjments ha\e ])rovecl that large numbers of people are tuned in at every hour of the day — and that the era of being able to reach a customer by radio only during four hours of the day is a thing of the past. Alert advertisers have been capitaliz- ing on this information, and many cjthers are beginning to follow this pattern of timcbuying. RAB feels that in the near future media departments will no longer weigh the relative merits of a 3:45 p.m. spot on a certain station against the drawing power of an 8:30 a.m. slot. 1 he selection of time, RAB believes, will be the responsibility of the radio broadcaster in the same sense that selec- tion of the position of a newspaper .id is usually left to the paper. • • • 46 U. S. RADIO • January 1958 report from Future Adam Young Report The Katz Estimator NBC Spot P.M. Study What's the big change in radio in the last five years? According to Adam Young Inc.'s updated Dynamic Change in Radio report, due soon, in November 1952 no independent station was the leader in its market. Today, the report will state, an independent leads in 22 of the top 25 markets — and in all mar- kets an independent is eitlicr first, sec- ond or third. "The many successful 'music and news' radio stations," claims Young's Frank G. Boehm, "have become leaders as a re- sult of top management. They have recognized the change in radio listening patterns . . . and have realized that radio is a constant source of entertainment and information to more people than any other mediiun." With what he calls "the new local nature of radio," according to Mr. Boehm, has come the de-emphasis of station coverage. The new Young re- port will show, he says, the importance of a station concentrating its coverage on its own community. The report will attempt to show that locally oriented stations alone have rate cards which benefit saturation techniques of the ad\ crtiser with a small budget. Nighttime Study The recent NBC Radio Spot Sales research project on nighttime radio proves, according to George S. Dietrich, director, that the quality of nighttime audiences is equal to that of morning audiences. Mr. Dietrich claims that the results of a special Pulse survey show that "the 'inferiority' of the quality of the night- time radio audience is now nothing more than an exploded myth." The survey involved a total of 1,620 interviews in New York, Chicago and San Francisco. Listeners were compared as to socio-economic level, automobile ownership, tv ownership, age. education, and size of families. The results show a "remarkable con- sistency" between the quality of morn- ing (6-9 a.m.) and nighttime (7-10 p.m.) audiences from market to market. As a result of the survey, Mr. Dietrich comments, "sponsors who previously held off buying e\ening radio time can now plan their campaigns with the cer- tainty that the nighttime audience con- sists of people of the same economic level, education and family status as daytime listeners." Spot Radio Estimator The Katz Agency's new Spot Radio Budget Estimator, "a tool for estimating costs of spot radio advertising campaigns in up to 150 markets," provides time- buyers with a tool enabling them to estimate rapidly budgets for any group or cumulative grouping of stations, .xc- cording to the representative firm. The estimator ranks markets, accord- ing to Katz. in order of the largest day- time weekly circulation available in each market, based on NCS #2. These rates tend to reflect, in most cases, the highest cost station, the firm states. The development of the estimator was undertaken by the Katz research- promotion department under tlie super- vision of Dan Denenholz. SRA Standard Form The board of directors of SRA iias adopted the new standard form designed to confirm broadcast orders and to serve as the contract between station and agency (December v. s. radio). The form eliminates the necessity for an advertising agency to issue a separate formal contract. The action of the board was approved by the membership of the association at its annual meeting last month. The Committee on Broadcast Media of the AAAA has also approved the idea of the new form, and SRA hopes that all station representatives, SRA members or not. will adopt it. The association also re-elected Frank M. Headley, president of H-R Repre- sentatives, as president: H. Preston Peters, president of Peters, Griffin, Woodward Inc., vice president: Eugene Katz, president of The Katz Agency, treasurer; and elected Richard O'Con- nell, president of Ricliard O'Connell Inc., secretary. Elected to the board of directors were: Joseph J. Weed, president of Weed & Co.; Lewis H. Avery, president of Avery-Knodel Inc., and Robert Meeker, president of the Meeker Co. • • • OPPORXri^ITY FOR A SALES REPRESENTATIVE U. S. RADIO now has need for a national sales representative. If this man has a proven sales record, lives or could live in New York, is willing to travel, and welcomes the challenge of building a sales organization, he should write U. S. RADIO with full information about himself and his experience. WRITE: Business Manager U. S. RADIO 50 West 57th St. New York 19, N. Y. U. S. RADIO • January 1958 47 \ AMERICAN BROADCASTING NETWORK COMES TO SPRINGFIELD Fun RADIO for people of all ages, not just teenagers! WTXL SPRINGFIELD, MASS. Music and News 24 Hours A Day Represented By: The Walker Co. New York- -Boston Chicaso GOING WEST ? Have a good time-buy! If you plon fo advertise throughout the big wide West... send your sales message to KOA-RADIO, the only station you need to reach and sell the enfire rich Western Market! With the welcome 50,000 watt voice of KOA-RADIO, your sales message is sold to 4 million people in 302 counties of 12 states! Represented / by- / Ji Henry I. Christal ._ Co., Inc. «i KO D E tvlR^^^^. report from agencies One of America's great rodio stations 50,000 Watts 850 Kc Mathes Expects to Double Radio Billings in 1958 \. M. M.hIrn Inc.. New \()ik, ixpccts i8. The last thing in my opinion that will lose out in advertising will be radio. More and more companies will move to radio because of its lower tost and greater frecjuency." .\ great many clients have been nsing radio as a siip|>lemental medium, .Mr. Wight states. They have emphasized spot over network because they coidd pick and choose indi\idual markets where their sales needed radio -for a shot in the arm. Riihard Jackson, associate director, r;idiot\. believes that spot radio has been successful in recent years because it has fit both the pocketbook and ad- vertising needs of the thousands of clients with local and regional distrii)u tion, and provided a suppk iiicni.d out let for national clients. "Now network progrannning is be- coming more flexible, and you can buy more cities at less cost." Mr. Jackson says. "1 would like to be using more net- work radio. The big challenge to the networks is whether they can regenerate by using the technicjues that local radio has employed so successfully." Mr. Jackson l)elieves that radio's future lies in its develo]jment as an "intimate, companionable medium. Ra- dio is a friend that people can take with them wherever they go. Nfen, women and children can do many other things while listening to the radio. The big business being done in small, tran- sistor radios shows that people are liter- ally carrying radio around witli them." Mr. Jackson feels that radio should continue to expand its own "personal- itv," to do the things it can do well. "WhiU i.idio can do bcllcr is talk to the listener as one friend to another. I would like to see many programs like jack Birch's on the air. We call them comfort shows. In these times of un- easiness and tension, people want to be reassmed and soothed. This is the kind of progrannning radio can do best," according to Mr. Jackson. BBDO Elects Brower One ol laciio's biggest ciistonurs hits a new diiel. Charles H. lirouci has been elected to succeed Hernard (.. Dully as |)resiclent and chiiirman of the execu- tive committee ol Biilten, Barton, DiiisiiiK Jv Oshoiii. The agency spent si I inillion in i.iclio in*1957. .Ml. Hiowci has been acting picsident since his election as general manager in 1957. .Mr. Duffy will serve as \ife chair- President Charles H. Brower. mill! ol the boaid and \ice chiiirman of the executive committee. With the agency since 1928, Mr. Brower worked his way up from copy- writer, to copy supervisor, to head creative man before he was elected a vice president in 1940 and executive \ice president in 1946. • • • 48 U. S. RADIO January 1958 report from networks Mutual Fm Stations NBC, ABN Sales CBS Masland Purchase Mutual's reasons for entering into fin station ownership are threefold: to up- grade the sound of its am signals, to provide a means for the network to acquire additional affiliates and to im- pro\e affiliate service. By using fm outlets as service sta- tions, Mutual affiliates not in metro- politan centers — and forced to use lesser quality Class C lines will be provided with high quality service. \'ia fm stations located in key "pocket areas," MBS will use multiplex sideband transmission from its own or affiliated fm stations. Many independent stations, now prohibited from receiving network service due to their locations, will be able to affiliate with MBS. Mutual intends to obtain the FCC maximum of seven fm licenses. The network has filed application for an fm license in San Francisco and six others are in the process of negotiation, either for purchase of existing facilities or for application for new license grants. "It's a complete turnabout for fm," says MBS president, Paul Roberts, a medium which has long acted "the sad sister role to am." In a year-end statement, Mr. Roberts says that "no longer do radio men quail at the thought of bucking tv. Radio men are doing things radio does best — on the scene news breaks, over- seas circuitry, specialized progrannning (particularly for the nation's 10-million autos equipped with radios), anything and everything electronic. "Radio men now realize that a micro- phone is much simpler and easier to tote into well nigh inaccessible places than a camera — and nuuh. much less costly." New NBC Orders During December, NBC reports, 18 advertisers placed new orders on NBC Radio. .Among the larger purchases were: Pabst Beer, for 52 weeks, .STSG,- 000: RCA Appliances Division, ,§235,- 000: RCA Records, .§44.000: Q-Tips. SI 14,000. .-Vlso Purolator Products, $68,000; United Insurance C^ompanies of Ameri- ca, 868,000; A. M. Karagheusian Rugs, S53.000: and Slenderella, $26,000. .\mong the renewals were Brown and Williamson, which took one-c[uarter sponsorship of News on the Hoin for $1,050,000. Masland on CBS C. H. Masland fc Sons, Carlisle, Pa., manufacturer of rugs and carpets, has contracted with CBS for a unique four- week saturation campaign climaxing in a two-hour network special on Sunday, May 4. Called "history's biggest use of net- work radio by a home furnishings con- cern," the purchase includes 81 of the network's five-minute "Impact" seg- ments and the big-budget, big-name production. John Karol. CBS vice president in charge of network sales, told the Mas- land people that they had "timed (the) buy of network radio just right." Mr. Karol added that "the volume of our network's five-minute "Impact" seg- is . . . 57 percent ahead of the previous year. .\11 indications point to continu- ance of the upward trend." .\lso at CBS, Charles Pfizer &; Co.'s Candettes throat lozenges, marking its debut on network radio, has purchased eight weekly Vi/i-minute units of day- time drama and four weekly "Impact" segments for 12 weeks. The new busi- ness, worth ,1300,000 to CBS, was pur- chased through Dowel, Redfield &: John- stone. Phiico Returns to ABN Philco Corp. of Philadelphia returns to network radio with its five segments weekly of the Breakfast Club. The sponsorship will be part of a compre- hensive sales promotional program cov- ering its full line of consumer products. The company had sponsored the Don McNeill show for nine years until Afarch 1955. • • • TO MEET HEAD ON A NEED THAT EXISTS IN THE RADIO FIELD TODAY ... * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing fhe advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. JRADMO 50 WEST 57th STREET NEW YORK 19, NEW YORK U. S. RADIO January 1958 49 \M%&oiH^P/ac^/ '"^'^{^i *■ . ,.22? V> lio's ^ot Topeka*s only molii It- unit? .... WREN of course. Who's got all-n<'w farililios? .... WREN. Who's ^«t lh«' lop per- sonalilirs ? . . . . WREN. An voit, faithful audience. Your tales mestage w^ttei neither time nor money in reacfiing the heort of its "preferred" morjfcief. Buying time on KPRS it like bu^ind the only rodio ttation in a community of 127,600 active proipeclt. / I 1,000 W. 1590 K^. KPR KANSAS CITY, MISSOURI for ovailabilitits call Humboldt J.3100 Represented Niticnally by- j John €, Pcarfon Compan report from Canada ^m\ Elliott-Haynes Defines Rating Technique: Telephone Coincidental (Last moiilli this column reported on the mail balloting metliod of the Bureau of Broadcast Measurement. Beloiu, the second in a series on Canadian rating systems.) l-.llioit-Havncs Ltd.. which establislied ihe (list regular measurement of Cana- than radio audiences in 1910, uses the coincidental telephone method exclu- sively in 46 markets across Canada. According to Myles Leckie, vice presi- dent, Klliott Haynes prefers this method till tiic following reasons: • Coincidental telephoning is ac- curate— it measures the radio audience as it is assembled, listening to the pro- gram. It is direct, speaking to the re- spondents, and is aiile to weed out the i)ias of (hildren or pranksters. It is con- servati\e and gives credit to a station or program oidv when it is beijig lis- tened lo. iioi uiuii it is "iism:i11\" lis- tened to. • Telephoning is fast. Elliott-Haynes surveys are usually published within one week after tlic field work has been com- |)leted. This gives the radio station or advertiser a chance to rectify a poor pro- gram situation without waiting for sev- eral weeks, or even months to receive the information. • Coincidental calling is economical. Klliott Haynes surveys provide monthly, bimonthly or quarterly surveys for 113 Canadian radio stations, cost most suliscribcrs less than ainiual or semi- .innual studies by mail balloting. In the telephone technique, Mr. Leckie says, numbers are taken from the phone book in the order they appear, at random. The sample does not depend on respondents' choice in answering. Elliott-Haynes representatives use a sample of 100 to 500 calls in highly competitive markets like Montreal, To- ronto and Vancouver. In other markets, where there are just two or three com- peting stations, a telephone sample of 300 to 100 calls is enough for accuracy, Mr. Leckie asserts. Elliott-Haynes interviewers operate during two weeks in each month. Dur- ing one week data is gathered continu- Myles Leckie, vice president of Elliott-Haynes Ltd., in Canada. ously on all radio broadcasts from !) a.m. lo 6 p.m. for the daytime reports. Dur- ing another week, data is gathered con- tinuously on all programs from 6 p.m. to 10 p.m. (until 10:30 p.m. where nation- al network programs are scheduled) for the evening report. In basic centers both commercial and sustaining radio broadcast periods are co\ercd throughout the six week- days and during the seven evenings of the sur\ey weeks. In alternating centers only selected broadcast periods are surveyed unless special arrangements are made to have additional time periods covered. In order to assure adequacy of sam- ple, the number of calls per hour is varied in consideration of the sets-inuse at the time, length of program and imm- ber of competing stations. Elliott- Haynes, Mr. Le(kiesays, continually con- ducts tests to determine that the num- ber of calls made on programs in a given city is reliable, accurate and gives stable rating information. To insure accuracy of information and the honesty of the interviewers, a re-check call is made on every tenth call reported by the telephone interviewers. The supervisor in each city conducts this re-call after being supplied with the telephone numbers which have been coded as original data. These check- calls are made a week later than the original call, and tire interviewee is asked whether he remembers if he had his radio set tuned in when the inter- viewer called originally. The actual rating is obtained by mul- tiplying the sets-inuse for a program by the peicentage of listeners for that pro- gram. • • • 50 U. S. RADIO January 1958 1 OUTLOOK '58 (Cont'd from p. 25) poriaiu prestige factor to the sta- tions that carry them. "It was not merely a iortiiitous de- velopment that CBS Radio was able to annoimce such spectacular sales in 1957 as the Ford Ruad Slioiv — the year's most significant single ad- vertising development which direct- ed new attention to network radio. "I want to make it clear, however, that in re-affirming our 1957 ap- proach, we propose to remain flexi- ble and to experiment freely. We are confident that good programs will continue to result in important new business. The barometer for 1958, based on the achievements of 1957 and our plans for the New Year, is a promising one." Mr. Roberts states, "These are the days when most radio savants are suddenly discovering the 'resurgence' in radio. To that philosophy I wholeheartedly disagree. My philoso- phy is that these are the days when radio men are actually realizing the potent communications weapon they've always had in the palms of their collective hands. "For radio has consistently proved itself to be the mass communications medium — with station and network advertising revenues demonstrating this fact after radio set sales two years ago began outstripping tv sales. "It was to this end that we, fol- lowing the advice of oin- Mutual Affiliates Advisory Committee, re- adjusted our station relations con- tracts to the one now in effect: i.e., news on the hour and half-hour seven days weekly with a minimum number of option hours. "In other words, we actually make the Mutual Broadcasting Sys- tem a service group for its affiliates rather than subjugating stations' wishes to network demands. "And now to implement and high- light our service-to-stations theme we have embarked on a revolution- ary new method for providing such service. We have already filed for an fm license in San Francisco and vdti- mately wall have seven owned sta- tions. "These stations will be used for multiplex transmission of hi-fi MBS programming into areas where avail- ai)le AT&T lines aie not up to (juiil iiy standards. "Ultimately we ^vill supplement our thousands of miles of (lass A line service with an HO-siaiion t^ioLij) of fm units spotted strategically throughout the country." Mr. Fellows asks and then an swers, "Wliat lies ahead for radio in 1958? It best can be summarized \\ith one word — service. "Service to the people who tunc in for information, for entertain- ment, or merely the relaxaticjn ol backgroimd music. "Service tfj the merchant who uses it to promote his wares. Service to the consumer who learns of ]jrociucts wliicli meet his needs. Service to the maniifacliner who is able to main- tain his employment schedule be- cause ihc ])iiblic is aware of the qual- ity ol his products and therefore luivs them. "Service also tcj the coiinnuuity l)iiiiciers and civic planners." • • • Pulse rings doorbells . . . interviews families in their homes U. S. RADIO January 1958 31 radio ratings * V.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADMO 50 WEST 57th STREET NEW YORK 19, NEW YORK Hooper's Frank Stisser Comments on Problems Caused by Promotion (.'.. t. Hooptr liu. h.l^ n\(,ik(l |)l.iiis lor <>tttiiij> a more actiuatc lislciicr count — in the lii;iii ol recent liassit's over station promotion. Sl;iriin<; this moiiili. ihc mcasm cnu-nl lirm will rt(|tKNl tli.ii. wluii .icdpiini; an order lor one or two Mnveys a year, a season will be measured — not specific weeks. ".And no station." diseloses Frank C. Stisser, |r.. president of Hooper, "will know when llux ,iie ixiiii; sur- \e\ed." Station Replies J 111 lontroversy started with the omis- sion ol two Omaha stations and one ,San Antonio outlet from Hooper's Oetober- Novenibcr reports. This brought a sharp reply from C;harles W. Baldirope, presi- dent of K.I IK, the San .\ntonio station. .Mr. Ralthrope feels that "the Hooper people seem to say that ratings inay be lixpoed it Uicy're h\poed the way Hooper says they shoidd be hypoed." He claims that in the recent KITE pro- motion "we clearly identify ourselves as calling our listeners and offering them a pri/e. "We do not aiicmpi to confuse listeners by sa\ing we are a sinvey. We ^,iv: "When kilt calls you may win a |jri/e.' Had we been guilty of saying: "Wlun the \oice on the telephone asks if \ou are listening to your radio, l)c sure you say KITK because you may win a big pri/e' — I would agree that . . . wc were tning to distort figures." Hooper's Philosophy Hoopers philosophy in tlie matter is ex|jressed by Mr. Stisser: "Promotion In radio stations," he tells u. s. radio "is a |)roblem for all rating services. We feel our job is to report audiences as accu- rately as possible. "If a station runs a promotion where- by it makes it impossilile for us to determine if a respondent we might call is listening or simply giving a station identification in order to win a prize — Frank G. Stisser, president of C. E. Hooper Inc., ratings firm. KUi.iulv (Ictrrniine promotion," tlicn we cainiol the audience. ■"rhere aic all kinds ol continues Mr. .Stissei. Ihc kind aimed at getting people to listen lo a station's programming is connnoii. .nid we cer- tainly cannot condcnui such a thing." 60-Market Survey To adecjuately measure ihe radio audience, Hooper pidilishes a continuing survey each month in about (>() markets. .Mr. Stisser explains its \alues: "By sur\ eying one week, once a month, an atypical residt brought on by a pro- nicjtion cam|)aign axcragcs out. A report is not xinottg in an atypical period. It is an accurate rcilcctioii ol who is lisiening." Nielsen in Europe Nielsen House, \. C. Nielsen Co.'s new European headcjuarters at Oxford, England, was officially dedicated in a scries of meetings last month. Lord Heyworth, chairman of Uni- lever Limited, Nielsen's largest client in the world, presided at the ceremonies. In a talk to the gathering, .\.C. Nielsen Sr. expressed the view that, despite its recent rapid growth, the pro- fession of marketing research is still in its infancy, and he predicted substantial further growth in the years to come. • • • U. S. RADIO • January 1958 Where Do Great Ideas Come From? From its beginnings this nation has been guided by great ideas. The men who hammered out the Constitution and the Bill of Rights were thinkers— men of vision — the best educated men of their day. And every major advance in our civilization since that time has come from minds equipped by education to create great ideas and put them into action. So, at the very core of our progress is the college classroom. It is there that the imagina- tion of young men and women gains the in- tellectual discipline that turns it to useful thinking. It is there that the great ideas of the future will be born. That is why the present tasks of our colleges and universities are of vital concern to every American. These institutions are doing their utmost to raise their teaching standards, to meet the steadily rising pressure for enroll- ment, and provide the healthy educational climate in which great ideas may flourish. They need the help of all who love freedom, all who hope for continued progress in science, in statesmanship, in the better things of life. And thev need it now! If you want to know what the college crisis means to you, write for a free , booklet to: HIGHER EDUCA- -'i^; m.gmer education TION, Box 36, Times Square Station, New York 36, N.Y. KEEP IT BRIGHT Sponsored as a public service, in cooperation ivith the Council for Financial Aid to Education U. S. RADIO • January 1058 53 names and faces Noting the Changes Among The People of the Industry STATIONS RALPH L. ATLASS, general manager of WIND Chicago since 1956, named Chicago vice president for Wcstinghouse Broadcasting Co. LVKl.L BrV.MSER ;ind RAYMOND H. SAWYER elected vice presideiu.'i of KFAH Omaha. Mr. Rremscr (ontiniies as gen- eral manager of KI- AB. MELVIX C. GREE.X. formerlv ireasiner of liitner stations, now general manager of WA\'R1 \\'est Wanvick, R. I. LARRY JONES, formerly witii WPOP Hartford, Conn., ap- pointid manager of WDEW Westfield. Mass. KEN McKENDREE promoted to assistant general manager of WIRL Bradenton. Ela., and ERANK BURRARD to as- sistant sales manager. Mr. M( Kendrec continues as sales manager. G. (D.AN) PO.\G, formerly in sales department of W 1)1 \ Memphis, joins WLOK Memphis as an account executive. CHARLES A. BUTTS, with WBZ Boston as an am account executive since 19;)5. appointed sui)ervisor of sales for \\ H/ FM. W.VYN'E DOUGLAS, fonner sales manager of KOCA Kilgore, lex,, named national-regional sales manager of KEEP Twin Ealls. Ida. JOHN' E. BOX JR.. reienih api)()inted executive vice presi- dent in tiiar^c of the Balaban Radio Stations, has his head- quarters in St. Louis where he is managing director of Wil.. HARI.EY LUCA.S. station manager of WCUE Akron, and JOHN C:R0EL\\. station manager of WICE Providence, pro- moted to vi(e presidents by the board of directors of the Elliot Stations. ROBERT rOW'NSEN'D. who performs on \arious radio sta- tions as Rob Raiulall. appointed program director of KRIZ I'hoenix. AGENCIES BANKS WANAMAKl R ii.mud national sales direitor and HOI.I \ MOMR named Kual sales manager ol K\'()D Den- •\ n. NETWORKS NORMAN J. OS 1 H^ , loiinerly \ite president in ch.nne ol station relations for the Don Lee Broadc.isting System, has joined MBS as general manager of its West Coast division. ROBERl |. SL'I.LIVAN, former advertising manager of \\{)R .New \'ork, appointee share ol this issue is devoted lo pre- dictions lor the year ahead. The gains already made by radio and those expected indicate ini- deniai)le health oi the indiistrv. For \95H, radio revenue is ex|)e(ted to reach the new high ol .^TOO million. (See Outlook '58, Pdil I (1)1(1 Part II.) Last year gross radio bill- ings were .S()13 million: the vear belore, Sbl^) million. In addition, the top I") pre-tv adver- tisers are back in the iold, making radio's up- swing all the more significant. W^hile these gains are im]nessi\e, it is only the beginning — if radio men want it lo be so. Willi all segments ol the indusir\ now showing billing rises, a new compc-iiiixeiiess has been spawned Avithin radio. RADIO THE MASS MEDIUM The heightened selling joi) that is i)eiiig ac- ccimplished I)y all elements within the industry is due to the tremendous \alue which today's total radio offers an advertiser. For ihe naticjnal buyer of time, spot and net work offer coinitless avenues for nation-wide produc I promotion. Whether used separate!) or in combination, radio provides tlie flexibility, selectivity and total audience to reach any part — or all — of the country at any given time of the broadcast day. This stepped-up intra-industry selling has prompted new gains for each segment of the radio business. The positive values of making one's own operation moie competitive are not only laudable, but the life-blood of any business. Yet there is a need for concern that the finan- cial return is not predicated on the shorl-iun view. The vast energy with which many radio men are competing against e-icli other has some over- .ill limiting lac tors. I'he offices of advertisers and agencies continue to be the scenes of pitc lied bat- tles for business by the competitive segments of 1)1 oadc asters. This is a jiart of any industry. Utit il radio as the mass medium is going to ac- count for an increasingly larger share of the ad dollar, it is going lo Ikuc to do some long-range thinking. Advertisers and agencies are re-evalii.iting their use ol all nicclia with an eye toward greater use ol radio. Who should point up this trend toward use ol t()l(tl ladio il not the broadcasters ihemsehes, nationally and locally? With radio's great llexibility and efficiency, there should be no dollar spent on other media that shouldn't be le-coiMited with an eve towards grcatei total radio use. AMMUNITION NEEDED .\t present adequate measurement of the many aspects of radio is lacking. It's to the benefit of advertising agencies and broadcasters alike to take up the initiative and to see to it that more is learned about today's ladic:). Dr. E. L. Deckinger, vice president in charge of media strategy, at Grey Advertising Inc., New York, in this issue sets forth a chal- lenge in gauging radio's total imjiact (see p. .^3) . He wants to know when was the last time radio commercial recall factors were measined? Where are the Videotowns and the Hofstra stud- ies for radio? Where are the qualitative radio program analyses? Where are the radio-versus- other media studies? If anything demands priority consideration by buyers and sellers of racHo for the year ahead, it is that more qualilati\e research aimmuiition is provided. 56 U. S. RADIU January 1958 ^msm^mm PROyUi BY HOOPEI^-OCTOBER, 1957 7:00 A.M.- 12:00 NOON MONDAY THRU FRIDAY 31.8 ?®SIS^^^^ FO « SUBSTANTIATED BY PULSE REPS: National FORJOE & COMPANY Southern CLARKE BROWN CO. Pittsliiirj^li - r,.,M,n Triangle as viewed from Ml. Washington KDKA has reached new heights in Pittsburgh . . . and we mean the middle of Pittsburgh — Allegheny County, that is! The latest Metropolitan Pittsburgh PULSE* shows KDKA first in 383 out of 496 quarter hours surveyed. That's ahnost three times as good as the figures for the same period last year! And in the Greater Pittsburgh PULSE* (15 counties), KDKA rated No. 1 in an amazing 489 out of 496 quarter hours ... a cool 98.6%! Whether you want to reach the heart of Pittsburgh or the equally rich market that surrounds it, these figures prove that KDKA is the one sure way to do it effectively at low cost. For availabilities, call Don Trageser, KDKA Sales Manager (EXpress 1-3000, Pittsburgh), or your PGW "Colonel". WESTINGHOUSE BROADCASTING COMPANY, INC. 8A0IO BOSTON, WBZ+WBZA PITTSBURGH, KOHA CLEVELAND, nrw FORT WAYNE, WOWO CHICAGO. WIND PORTLAND, lit TEIEVISION BOSTON, V/B2 7V BALTIMORE, WJZ IV PITTSBURGH, nO<._,-:c,.. C,.».. 1 SAaa '^0^?^ A timebuyer's dream! For the full story of WINN Call your nearest Avery-Knodel office "One of America's Really Great Independents" WINN LOUISVILLE, KY.-1240 KC. Glen A. Harmon, Vice President, General Manager \i^ )i'^n ' A ,„^v-^««»^^^ SUCCESS STORIES CHICAGO SOLD BY iNBCl SPOT SALES Short-wave mobile News Cruisers . . Aerial News Cruisers . . Roving Mikes . . Portable tapes . . Beeper pick-ups . . K-JOE has them all . . BUT, we haven't overlooked the HUMAN ELEMENT. K-JOE has newsmen with real SAVVY! Men with sources . . who can dig out facts . . write . . report intelligently. No teletype rippers here! The K-JOE News Center, under the direction of Joe Keith, is the largest, most complete news operation of any radio or TV station in this area. The old-fashioned newscasts have been replaced by the "running account" concept, with MICRO-NEWS bulletins anytime . . KWICKIE headlines on the half hour . .WEATHER-CHECK on the quarter hour .. MARK "55" news five minutes before the hour . . plus a continual flow of reports, on land, in the air, from the K-JOE Mobile news cruisers. For the ever-changing drama of NOW, folks in these parts KEEP posted to K-JOE. SHREVEPORT, LOUISIANA REPS.: National FORJOE & CO. Southern CLARK BROWN CO. EXCLUSIVE NEWS FEATURE "yt/zceof/jf/c^^ for instantaneous reporting K-jOE NEWS is 82.4% sold out! A few choice availabililies do exist. Check with any Forjoe or Clark Brown Man. U. S. RADIO February 19.58 airwaves Radio's Barometer $385,000 19 00 Local Est.) $220,000 aOO Spot 19J| Est.) $95,000, (19| 36,500,0 g Car Radios 140,000 Network Est. Sets in Use 3,732 Stw }ns on Air Total Ad Volume: Advertising revenue for all media in 1957 was up 5.3 percent over 1956 as compared to a rise of 14.3 percent for radio, accord- ing to Printers' Ink. A breakdown of the figures shows total local ad revenue up 3.7 percent, to local radio's 10 percent rise, and total national ad revenue up 5.3 percent compared with total national s]K)t up 26.7 percent and total network up 5.8 percent. Spot: Based on the official FCC figures for national spot ladio for the year 1956, Station Representatives Association, through the Price \Vater- house Co., has revised the estimated figures for the first nine months of 1957 to a total of 1131,398,000, according to Lawrence Webb, managing director. Total estimated figures for 1957, soon to be released by SR.\, will show an increase of approximately 28 percent over official 1956 figures, Mr. Webb states. He also released an estimated revenue breakdown by prod- uct categories for the third quarter of 1957, adjusted to $44,627,000. Here's how the first 10 categories in gross dollar vohnne rank: Category 1 — Food and grocery products 2 — Tobacco products and supplies 3 — Automotive 4 — .A.le, beer and wine 5 — Drug products 6 — Gasoline and kd^ricants 7 — Cosmetics and toiletries 8 — Consiuner services 9 — Household cleaners, soaps, polishes, waxes 10 — Confections and soft drinks Total Networks: Paul Roberts, president of MBS, announces that "Mutual has had a $24,000 operational profit since Sept. 1957. Losses for the first seven months of the year, however, totalled $680,000." The CliS Radio Pacific Network, according to Maurie Webster, general sales manager, ended 1957 "in record fashion" with gross billings for the last three weeks totalling $295,355. Stations: Total stations on the air, both am and fm, rose again in Janu- ary— to 3,732, up 15 over Decemfjer: Stations on the air Applications pending Under construction Dollars % of Total $8,758,000 19.6 6,298,000 14.1 4,655,000 10.4 3,399,000 7.6 3,337,000 7.5 2,947,000 6.6 2,272,000 5.1 1,540,000 3.5 es 1,395,000 3.1 LI 49,000 2.6 $35,750,000 80.1% Commercial AM Commercial FM 3,195 537 395 39 100 53 Sets: Total radio set production for 1957 totalled 15,427,738 units, with set sales totalling 9,721,285, the Electronics Industries .\ssociation reports. Radio production for November and December totalled 1,688,868 and 1,793,336, respectively. Unit sales for these months Avere 925,620 and 2,031,449, respectively. U. S. RADIO • February 1958 POWER to penetrate! "VWl \)t\TO\"^ ^ POWER . . . 50,000 watts of it . . . PROGRAMMING . . . news and music a day long. That's the secret that's made CKLW such a powerful penetrating force for advertisers selling this region. Best buy for you, too. ADAM YOUNG, INC., J. E. Campeao, Nafional Rep. President GENERAL OFFICES GUARDIAN BLDG., DETROIT for buyers and sellers of radio advertising -■MM? FEBRUARY - 1958 IN THIS ISSUE . . . Car Radio Listening .ii) "i \liilii)n R;Kii()-E(juipped Cars 1 iili.iiuis l\.i(lii)\ 21-Hoiir DiimiisioM There's Radio for Budwciser \nlu list I 15us( h S|)(ii(ls More Ilian Mi Million loi Sjioi Radio Banking on Radio 78 ])L'i(ciit ol Naiion's Hanks I'm' >[((liuin NBC's Radio Plans Network Sees Trend In Mt)i(' HIo(k I'roL;) anmiing Robert Hal! Radio Use: Up, Up, Up Clothier Spends S2 Million I'o Rcadi Customers on Wheels The FTC Listens In CoMiineitials Checked Closely As Monitoring Unit I'x])ands . . . DEPARTMENTS . . . VOL. 2 - NO. 2 15 18 22 26 30 33 Airwaves 3 Radio Registers 43 Soundings 7 Report from RAB 44 Washington 9 Report from Representatives 45 Silver Mike 11 Report from Agencies 46 Letters to Kditor 12 Report from Networks 47 Focus on Radio 36 Report from Canada 48 Hometown U.S.A. 39 Radio Ratings 52 Commercial Clinic 41 Names and Faces 54 Siaiioii Log 42 Editorial 56 EDITOR AND PUBLISHER .Arnold .Mj)cit Business Manager Managing Editor Calticrine Scott Rose Jonah Gitlitz Art Editor Roliic n(\cn(l()if ASSISTANT EDITORS Michael G. Silver Patty Kirsch Patricia Moran Secretary to Publisher (Wtisliinglon) Sara R. Silon ADVERTISING I'roduction-Sules Service Mgr. Jean L. Engcl Western Manager Shell .Mpert U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Western Office 1653 So. Elm Street, Denver 22, Colorado. Skyline 6-1465. Washington, D. C— 8037 Eastern Road, Silver Springs, Md. JUniper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore II, Md. Price 35* a copy; subscription, $3 a year, $5 for two years In U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright 1958 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. U. S. RADIO February 19.58 Take Our Pulse J^^^T". r^-^-r-^ its the Heartbeat of OMAHA! HOOPER 43.3 Dec, '57-Jan.. '58 8 AM-10 PM share PULSE 7.1 Dec, 1957 7 AM-6 PM averag-e • rating TRENDEX 40.8 Dec, 1957 8 AM-6 PM share 24 Hours A Day [30QIL Avery- Knodel Rep. A Vital Force in Selling Today's Omaha with more than twice as many listeners as any other station DON W. BURDEN— PRESrDENT U. S. RADIO • February 1958 he WOR16 of ra6io An IS closest fel^eople of AmeRica Soini" call him "disc jockey." Others prefer "personality." Both (h'signatioiis are too liinitiiiji;. He is more: He is friend, companion, confidant. He is teacher, counsellor, shopping? guide. He is entertainer, })nl)lic servant. He serves the liousc^wife, the ]iaiidicai)i)ed, those who toil by night. Apart from his aii' salesnianshi]), he is often a talent in his own right. His audiences accejjt him as one of the family. They write him; they hang on his words. Ho has great responsibility. He lives up to it. the stoRz stations salute the 6isc jockeys of ameRiCA on the eve of the First Annual Pop Music Disc Jockey Convention and Programming Seminar, to he held under Storz Station Sponsorship, March 7-8-9, 1958, in Kansas City, Missouri U. S. RADIO February 1958 soundings Radio Set Sales Largest Since 1948 Radio set sales in 1957 had their biggest year since 1918, figures by the Electronics Industries Association reveal. Last year also represented the sixth highest year since commercial radio began in 1922, ElA notes (see Airwaves, p. 3) . Transistor radios had a big year, too. EI A reports that 1.6 million transistor portables were sold alcMig with 2.9 million tratisistor auto radios. With these sales, 49 percent of all portable radios, and 51 percent of all car sets sold were transistor equipped in 1957. WIP to Release Data On National Spot Advertisers WIP Philadelphia, Pa., will make information available on the schedules of its national advertisers, Benedict Gimbel Jr., president and general manager, reports. The schedules will be available at the end of each year to advertising agencies in book form at $25 per copy. Mr. Gimbel states that since everyone in the industry has been paying lip service for years to fidl disclosure of spot radio figures, he hopes other stations will soon follow WIP's example. McCannon Stresses Popularity Of Nighttime Radio Donald McCannon, president, Westinghouse Broadcasting Co., reports that a smvey shows that 29.7 million persons are listening to nighttime radio in a given week. This figure, prepared on a seven-day cumulative basis, does not include an additional estimated 25 percent of out-of-home nighttime listeners. If it did, Mr. McCannon told a seminar of the Radio & Television Executives Society in New York, the total nighttime radio listeners would exceed the 33.7 million homes watching television at the same time. Radio Campaign Planned For Champion Plugs J. Walter Thompson reportedly is working on a new campaign for Cham- pion Spark Plugs based on the idea that the best way to reach motorists is through radio. The agency has suggested a musical approach, and while several jingles have been written, no final decision has been made. MBS Backs Traffic Control Plan In an effort to enhance radio's role as a constant companion for the motorist, Mutual Broadcasting System is backing a plan in W^ishington to gain Congressional aid in controlling traffic on superhighways. If it reaches fruition, governors of each state would be asked to release regular traffic information throuohout the dav to all news media. Report on Techniques Of Audience Measurement A report on the basic technicjues of measuring radio listening has been prepared by NAB. It also suggests experimental studies which might yield needed information. The report notes that one of the basic require- ments of radio measurement today is obtaining out-of-home measurements that can be comljined with in-home. Stanton to Receive NAB Keynote Award Dr. Frank Stanton, CBS president, Avill receive the Keynote Award of the National Association of Broadcasters on April 29 in Los Angeles. Other winners have been Brig. Cen. David Sarnoff, chairman of the board, RCA; William S. Paley, chairman of the board, CBS; Mark Ethridge, publisher, Courier-Join ual and Louisville Times, and Robert Kintner, formerly president of ABC, and now executive vice president, NBC. U. S. RADIO February 1958 -^^>^l= GRAND M All da.y^-r-r^ery day and Sundays . . . every rated quarter- hour gives KCBQ the biggest San Diego audience by a grand slam (Pulse, Oct. -Nov. > Another endorse ment for the Bartell GtOUyP trump card — FAMILY RADIO. Bartell Group programing^ in six major markets demonstrates^ow a general audience can be kept intact and growing by a continuous pro- gram service of broad acceptance. No audience fragmentation by will- ful slanting to special groups. Result: Advertisers always reach buyers. Double and redouble the power of your campaign in Bartell markets . . . i m • 1I7D In son OJE.QO — WILD RADIO FOR FAMILY LIFE •— nBOinPHOEniK- 92QlnniUUinUHEE|«' > *^H ^- n ICSIEDI Iron 7^ ' I I »— 1340 In BURnTB -«* T AMERICA'S FIRST RADIO FAMILY SERVING 10 MILLION BUYERS Sold Nationally by AD.AM YOUNG, Inc. for WOKY The KATZ Agency V. S. RADIO • February 1958 Washington Official 1956 Revenue Figures Show Radio Cain When the many revenue figures of radio- 1 956 were finally computed by the FCC and released last month, total revenue for that year was estab- lished at "jlSO-G million ... a rise of six percent over 1955. The Com- mission, in its annual report on am-fni financial data, placed radio profits for 1956 at .|42.9 million, a seven percent increase over 1955. Signals Cot Crossed In Moulder Inquiry . The plot thickened. 7 he House Legislative Oversight Subconunittee is in the midst of an on-again-off-again investigation that could drag on for months. Under the chairmanship of Representative Morgan Moulder (D-Mo.) the subconmiittee was created to determine whether or not regulatory agencies — amongst them the FCC — were administering the law as Congress intended. But when Congress reconvened, the tug-of-war be- tween two factions in the subconmiittee became apparent. Rep. Moulder, backing his chief counsel Bernard Schwartz, announced that misconduct of FCC personnel would be reviewed in public hearings which began in late January. In a matter of days a revised agenda — the restdt of pressure from subcommittee members not in sympathy with the Moulder-Schwartz move — indicated that rather than pinpoint the shortcomings of the FCC, the subcommittee would take a general look at all regulatory agencies. . . . And the FCC Emerges As Prime Target Bricker's Network Rule Spotlighted Again ASCAP-BMI Feud Moves Into Senate Hearing Again, in a matter of days, the hearings were back on the sidetrack with the publication of a "confidential" subcommittee staff report detailing allegations of wrong-doing in the FCC. The charges were serious and having apj^eared in print from an undetermined "leak" source they became a matter of public record and the men against ^vhom they were filed must be heard out. If Senator John W. Bricker (R-O.) has his way, this session of the 85th Congress will see the Senate pass his bill giving the FCC regulatory control over net^vorks. He hopes for House passage, too, but should that not materialize, the bill will be in a front position for House action in the 86th Congress. Sen. Bricker, the ranking Republican of the Senate Inter- state & Foreign Commerce Committee, chairmanned bv Senator Warren Magnuson (D-Wash.) , anticipates hearings will be held shortly but no schedule has been set. An arm of this same Senate committee — the Communications Subcom- mittee— will tackle music licensing problems in hearings announced for March 11 on a bill to outlaw ownership by stations or net^vorks in record companies and music publishing firms. The author of the legislation, supported by ASCAP and the Songwriters Protective Association, is Senator George Smathers (D-Fla.) . It is Sen. Smathers' opinion that net- work o^vnership in BMI has created a monopolistic situation which is gradually edging ASCAP music off the air. Broadcast Legislation in the House & Senate A subtle threat to institutional advertising, the etjual time issue and ex- cise taxes have turned up in early legislation in this session of Congress. Two bills introduced in the House by Representative Lester R. Johnson (D-Wis.) have been labeled dangerous by the Advertising Federation of America. The bills would prohibit "certain types of advertising" from being deducted from public utilities' income tax. Representative Brooks V. S. RADIO February 1958 ^^v>^ « .>l<>^",, M(«!/, ».,, I *».<><' x»/ ,»»l/ » M »», M '/\»/ \ ■>''/, lITlItHtlfTTIf NOTHING SELLS SAN ANTONIO LIKE N nmniixifl I ^>' ' , \ \/l ,>' ')'^ ■ ' •>> »1 . >' l^- 'UV ,,,v «|.-,I«V NEW PRODUCTS and old favorites alike ore delighted with the San Antonio market — when they're plugged on San Antonio's bright spot — KONO Radio. If your product is good — it will sell on KONO — because KONO is programmed and beamed to appeal to young ideas ... to fast-thinking people who aren't afraid of new ideas . . . new tastes ... to young families who have new needs and new incomes. And they LISTEN to the smooth, swinging salesmanship of KONO'S deejays. To get your share of this big market — set a few bucks aside to prove our claim — then call your H-R Representative j/' or Clarke Brown Man 860 kc 5000 watts •* KOBT O SAN ANTONIO Radio Washington (contdj Hays (I) Ark.) has filed a bill which stipulates that to qualify lor equal air time, candidates tor the presi- dency or vice presidency nujst repre- sent a party which polled at least four peicent of the votes cast in the preceding election. The bill also pro- tects broadcasters from court action resulting from "defamatory state- ments" made by a candidate on his station. Broadcasters, however, would not be allowed to censor political broadcasts. Stations usin<> long lines lacilities stand to gain Irom passage of a new bill authored by Rejiresent- ative Thaddeus M. Afachrowicz (D- Mich). Legislation calls for the re- peal of the 10 percent excise tax on (oninHMiicalions services. Radio Promotion Plans in Works at NAB A radio film ioi group showing and a sjKcial radio jjiomotional booklet for member stations are in the works at NAB. The latter is in the discussion stage with format, subject matter, etc., still not decided upon. But the film is underway. Al- though a shooting schedule has not been set a certain amount of stock footage will be used to trace radio's contribution to news and special events coverage. The film will run between 15 and 20 minutes in length. Approval of the projects was one action of a meeting of the Joint Boards of NAB at their recent con- clave in Phoenix, Ari/., where a budget for the coming year of .|974,- 000 was voted by the board. That's .522,000 more than the present budg- et. At least half of the increase is earmarked for public relations ac- tivity in which radio will share. NAB Radio Board Votes for Radio Month .Among other significant N,\H Ra- dio Board decisions were: • Supplant I-ladio Week with Ra- dio .Month starting May 1. • Launch a study of the music coj)yright problem on that same date with an eye on Dec. .SI, when current contracts between radio outlets and ASC;\P will expire. • Adopt an audio-visual symbol — Icmg in the works — for use by stations subscribing to NAB's Radio Standards of GockI Prac- tice. 10 U. S. RADIO February 1958 the 1 THIS MONTH: MARION HARPER JR. President of McCann-Erickson Inc. His Agency Among Top Radio Spenders Marion Harper Jr., president of Mc- Cann-Erickson Inc., one of the world's largest agencies, is an adver- tising leader whose faith in radio remains constant. His agency ranks among the top four in radio spending, and has been steadily increasing its radio usage in recent years. In 1958 the agency will step up its radio buying still finther, according to Mr. Harper. "On the basis of plans already ap- proved and others to be recommend- ed, we are confident that our clients will make greater use of radio in 1958 than "in 1957," Mr. Harper states. Among the media advantages of radio, he cites these: "Radio is especially attractive for the needs of many of our clients be- cause it provides mass communica- tions, low cost per thousand, budget and geographic flexibility, and other values that make it a high-impact medium." Mr. Harper, who became presi- dent of McCann-Erickson at the youthful age of 32, found time dur- ing his spectactilar rise as an execu- tive to pen numerous articles on ra- dio advertising and research for pro- fessional advertising and research journals. He was born in Oklahoma City, Okla., on May 14, 1916, attended Phillips Andover Academy, Andover, Mass., and ^vas graduated from Yale University in 1938. A year later he joined McC^ann-Erickson in the copy research department. During the next decade in cutting his pathway to the presidency, Mr. Harper gained great familiarity with tlie sound medium through posts as manager of copy research and di- rector of research. He was then ap- pointed vice president in charge of research and merchandising. Before he himself became president in 1948, he served as assistant to the then president, Harrison K. McCann. During his tenure at the head of the agency Mr. Harper has empha- sized the importance of a world- ^\•ide marketing concept to fulfill the potential of today's sales opportu- nities. He is convinced that the mod- ern agency must be more "consumer- minded" than ever before, and that in charting public attitudes it should ])rovide an extension of the client's o^vn marketing information. Flexibility in the face of changing conditions is one of the primary aims of Mr. Harper's approach to adver- tising. Radio is an important tool of this concept because of "its proved adaptability and imaginative re- sponse to changing market situa- tions. Radio has a promising fu- ture based on its inherent strengths," Mr. Harper declares. Since he became president of the agency nine years ago, McCann- Erickson has grown from 24 offices and 1200 employees, to 38 offices in 16 countries employing nearly 3,500 persons. • • • the only tlkSLt cstxt pa,ss tlie COMING EAST to the New York State Thruway, you pick up WGR RADIO loud and clear, way out in Ohio. GOING WEST on the Thruway, you pick up WGR RADIO loud and clear, just past Syracuse. IF YOU WANT maximum coverage in the $4 billion Western New York market (plus big bonus audience In Canada and on the Thruway) buy WGR RADIO. 1,000,000 homes... 1,000,000 cars. ABC Affiliate. Represented by Peters, Griffin. Woodward, Inc. WGR BUFFALO'S FIRST STATION Innl SYMBOL OF SERVICE ^ /■^J A TRANSCONTINENT STATION g^ WROCTV, Rochester • WGR Radio, WGRTV. . ^^ i Buffalo • WSVA Radio, WSVA-TV, Harrisonburg U. S. RADIO February 1958. 11 LOOK WHAT BLEW IN FROM KANSAS... ... to help run KWFT . . . my old sidekicks . . . Horner Cunningham, program director . . . Lew Dickensheets, assistant manager . . . and Dave Dary, news director. Greeting them is Les Pierce, sales manager. If you know these guys, you know why I snared them . . . they're the greatest! The mug at left is me, Ben Ludy . . . proud new prexy of KWFT. We bought this station for its fantastic coverage . . . 1/2 mv/m radius of nearly 250 miles ... in the rich Southwest. It's a great station . . . and getting greater! A big value for your ad dollar . . . and getting bigger! Your H-R man has all the dope. LOW FREQUENCY J^^ W A XiMUM CONDUCTiv Tr ^^^ K W F T O^Vkc --Wichita Fails, Texas Coll Your H-R On Commercials J I would stem ihai both ihe Emil Mogul Co. and Smith, Taylor &: Jenkins introduced the technique of integrating li\e and canned conunercials at about tlie same time. (See Coiinncrciol Clinic, Jan. H)58.) I'm sure that Mogul had no knowl- edge of the fact that we were preparing commercials along these lines, and I as- sine you that we had no information regarding their activities. It's just one more bit of evidence to prove tiiat ideas are conceived almost simultaneously in widely separated parts of the country. Leslie B. Sterne Radio Director Smith, Taylor & Jenkins /rtc. Pittsburgh, Pa. Car Radio Congratulations. Just what the radio industry has needed for some time . . . an exclusive magazine with a format that's great. Keep it up. .Also, would like to comment on the Mobile, Ala., study you credited us with. (See Soundings, Dec. 1957). We are not at this time scheduling a Mobile study, but would like to add that it caused (juite a stir, as we received quite a num- ber of inquiries that could only be di- rectly traced to u. s. radio. I might men- tion that Auto Radio Surveys will not release any study dates, as we stress a secret period for gathering our field in- foniiaiion. Hugh Riker President Auto Radio Surveys Albuquerque, N. M'. Farm Figures In I lie December issue . . . there was an article using figures from a recent survey done by the National Association of Television-Radio Farm Directors on farmers' listening habits. Would you be good enough to send me this survey? R. D. Monson Feed Supplement Advertising M'onoger Chas. Pfizer & Co. Inc. Silver Mike I was delighted to find that I had been singled out for your Silver Mike award and am looking forward to receiv- ing the statuette. You were most complimentary in your story. I just hope that I will be able to live up to some of those accolades. Don McNeill Breakfast Club Chicago 12 U. S. RADIO February 1958 THE EDITOR Canada ... I can't tell you how delighted we in the broadcasting business have been and are with the type of material and alert reporting that is being conducted within the pages of your periodical. I am only a little sorry that you can't change that "U.S." to "U.S. and Cana- dian Radio." Stuart MacKay General /Manager All-Canada Radio Facilities Lid. Toronto We were all impressed with your col- umn, "Report from Canada," on the Bureau of Broadcast Measurement. It was excellent. Charles C. Hoffman Executive Vice President Bureau of Broadcast Measurement Toronto Fresh Articles I have just finished reading an issue of your magazine. The articles were in- teresting and the general theme was nice and fresh. . . . it's fine to see a publica- tion devoted exclusively to this medium. Elvin Feltner Production Manager WHIS Bluefleld. West Va. Useful Long overdue congratulations are in order for u. s. r.\dio. We've found it useful. Keep up the good work ... it's needed in our industr\'. George Gothberg President WFPA Fort Payne, Ala. Response Your recent issue had a feature on Eye & Ear Inc. ... I would appreciate ii if you would forward the enclosed let- ter to their Mr. Kayne. I am sure he will be interested in knowing we read about him in your excellent magazine. ^Ve read it from cover to cover and always get more than one worthwhile idea from it. Harvey M. Clarke Promotion Supervisor CFPL London, Canada For Radio A\ e at WBRK would like to congratu- late u. s. RADIO on your initial issues. We feel that radio, with over 3.700 am and fm stations should have a publication, of, by and for radio. Walter Kearsey General Manager WBRK Pittsfield, Mass. U. S. RADIO • February 1958 13 itiodez*]!. a.daig:e fox* time b\isrez*s • • radio stations unlike children should be heard and seen, too! and that's why wherever you go in the Detroit area . . . from downtown towers to suburban streets from busy traffic inter- sections y':/^'^ to crowded shopping centers ^^^ you'll find WXYZ broadcasting from ^^^f^ mobile where your trailers and yermanent booths product is displayed "^151^.1 to catch their eye on the way to buy! detroit ''Detroit's Most Mobile Station'' Represented Nationally by John Blair & Co. A B N \ i' I AMERICAN BROADCASTINe NETWORK 14 U. S. RADIO • February 1958 U. S. RADIO - FEBRUARY 1958 Car Radio Accounts For Up To 55 70 Of Total Listener Audience At Peal< Times Car Radio: A 24-Hour Dimension In Listening For America on wheels, car radio is adding a new 24- hour dimension to radio lis- tening. With more than 36.5 million radio-eqtiipped cars, there is hardly a time of the day when auto tune-in is not a measureable factor. During the course of the week, the level of listening can be as high as 55 percent of the total radio audi- ence. Generally, the car audience accounts for between 25 and 50 per- cent of the radio audience during normally heavy driving hours of the week. The importance of auto listening to the advertiser is clear. This seg- ment of the audience is no longer just a bonus to regular listening. It's an integral and identifiable portion of the total audience. In addition, listening in cars has several tmique properties of its o^\•n. The driver- listener, as he hears the groan of his engine luider the hood, is an ideal market for automotive and auto ac- U: S. RADIO February 1958 cessories' advertising pitches. Just as pertinent is the fact that this listener is on his way past nu- merous roadside shopping centers in this era of de-centralized retailing. In addition, he may also be on his way to city shopping from a suburban residence. An evaluation of car radio by one of the larger national advertising agencies is given by Arthur Pardoll, broadcast media supervisor at Foote, Cone &: Belding Inc., New York. He 15 At press time: Auto Radio Suneys lia:i announced it has joined C. E. Hooper Inc. as a division. Below is the first report on hou Auto Radio Surveys operates. says, "Particularly for our automo- tive accounts we find car radio im- portant. We estimate it as about a 25 percent factor during peak hours." And a broadcasting executive, Dr. Tom CofTm, director of research for NBC, states, "Car penetration is in- creasing with more leisure time. It is a growing factor on the radio audience." Todays car penetration— 36.5 mil- lion auto radios — enables advertis- ers to reach more than 65 percent of the nation's households. The num- ber of receiver-equipped cars has been a markedly growing factor for more than a decade — and a major reason for the mushrooming of auto listening. In 1916, there were 7.5 million car radios. In 1956, there were 35 mil- lion. This is a 366 percent increase for the 10 years, according to R.\B estimates. The number of new cars sold with radios also has been on the upswing. In 1951. 81 percent of new cars were radio equipped. In 1955, it was 83 percent and in 1956 it was 86.2 per- cent. \ report soon to be released bv RAB will reportedly show that in 1957 about 90 percent of new cars were sold with radios. The great advertiser interest in car listening has sparked a chain of research throughout the radio indus- try. Some of the developments along these lines are: • The creation of a research firm, Auto Radio Surveys, devoted exclusively to the measurement of the car and out-of-home audi- ence. This firm, headed by Hugh Riker, expects to be in 100 markets by April 15. (At press time, ARS announced that it had become a division of C. E. Hooper.) • The Hooper firm hopes to be able to offer in six months an electronic method of gauging car listening and car sets-in-use. I'p to now. Hooper has been using the personal coincidental technique at intersections in taking special measurements of radio listening. The other ma- jor rating services have been active, too. Pulse has been pro- viding an out-of-home measure- ment through its interview tech- INCREASE OF CAR RADIOS (MILLIONS) 7.5 1946 1956 1958 35 36.5 nique for almost 10 years. And Nielsen has been using a re- cordimeter attached to the car radio in conjunction with an audilog kept by the driver. • On the national level, both the networks and representatives ha\e come up with considerable data on various aspects of car radio. Mutual Broadcasting Sys- tem has gathered information from state turnpike authorities which shows that traffic on these super roads is distributed throughout the day, with late- night and early-morning car passage accounting for a size- able share of total traffic. CBS has done a study showing that as long as people are driving, they are listening. And NBC has measured the car listening factor for Monitor, a program it feels is particularly aimed at people on the move. Politz Studies • .\mong the representatives, the Henry I. Christal Co., along with some of its stations, has employed the .Alfred Politz re- search organization for several years to measure the total radio audience. The findings as far as car listening is concerned are quite significant. In fact, the latest survey, due to be released soon, is understood to show the car audience as a very integral part of total listening, especially at certain times of the day. • .\long the lines measuring ra- dio as a medimn, the Robert H. Sindlinger Co., business analysts, has been measuring the radio audience since Oct. 1954 and ex- pects to issue a final report in a couple of months. The firm esti- mates that car radio accounts for up to 35 to 40 percent of the total audience. • On the local level, manv sta- 16 U. S. RADIO February 1958 tions have gauged the size of their car radio audience. Such things as traflic flow charts and intormation on peak driving hours are being used by stations. Of particuhir interest to advertis- ers and their agencies is the amount of time Americans spend listening to their car radios. It is estimated that over an entire week— on a 24-hour basis— about 75.6 percent of families who own radio-equipped cars listen to them. Pointing up the round-the- clock nature of car listening, it is noted that more than 56 percent of these families listen during such hours as 6 p.m. to midnight, com- pared with more than 69 percent from noon to 6 p.m. Listening Hours Moreover, the average family with an auto radio spends 6 hours and 52 minutes a week listening. As for audience composition, men domi- nate. During the average week, on a quarter-hour basis, 51 percent of the car audience is men, while 27 percent is women from 6 a.m. to noon. The remainder are teenasrers and children. In addition to the build-up car radio has received from the number of new autos sold with receivers, the figures on cars traded in are just as pertinent. It is estimated that 77.1 percent of all cars that were traded in for new 1956 models were radio equipped. Since 1955, there has been a rash of activity aimed at learning more about car listening. One of the most recent developments has been the Car Audience: Around-fhe-Clock Potenfial As Indicafed by Toll Highway Revenue % of total revenue West Virginia Turnpike 6 p.m. to 4 a.m. 40.3 Oklahoma Turnpike 6 p.m. to 4 a.m. 34.24 Garden State Parkway 6 p.m. to 4 a.m. 37.5 Kansas Turnpike 2 p.m. to 10 p.m. 50.0 organization of Auto Radio Surveys, headed h\ Hu^h Riker, a former ad man. The firm has been in business since last August and already has conducted surveys for 35 stations in 10 markets. It hopes to be able to offer its service to networks by April 15 when it expects to be in 100 mar- kets. Up to now, Mr. Riker has headquartered in Albuquerque, but beginning this month he has set up his main office in Ne^v York. Mr. Riker's firm will not conduct a survey in a city unless two stations or more sign for the service before the survey begins. This is done for leasons of sharing the cost as well as giving the results added recogni- tion. When the results of the survey are tabulated, Mr. Riker asks the stations not to use them for any- thing but promoting the commercial value of the size of the car audience. His wish is that stations do not use the results to promote their opera- tions in the same w^av as thev use standard audience ratings. Auto Radio Surveys has conduct- ed car radio measurements in Den- ver, Colo.; Ft. Worth, Dallas, Amar- illo and Lubbock, Tex.; Shreveport, La.; Jackson, Miss; Tucson and Phoenix, Ariz., and Albuquerque, N. M. Part of .Mr. Riker's method is highly confidential — the method he uses to gauge total car sets in use. The other part of the survey — deal- ing with share of audience, audience composition and general character- istics of car listening — is accom- plished through personal coinciden- tal. In the Dallas survey, for example, 15 to 20 interview locations were set up in shopping centers. Another three to five locations in industrial parking lots and two to three points at downtown parking lots. Another feature of .\RS is that it can measure the audience by make (Cont'd on p. 50) Nielsen measures car radio by installing a recordimeter. The driver keeps an audilog. too. U. S. RADIO • Februarv 1958 17 Anheuser-Busch — a top beer producer— is spending more than $ 2 million on national spot radio this year .... proving Where There's Radio Anheuser-Biiscli Inc., St. Louis, Mo., one of America's lop beer producers last year, is earmarking over $2 million lor radio in 1958 — after entering the medium extensively lor the fust time on a national basis in 1957. The amount allotted to radio is already approaching 20 percent of the com- panv's ad i)udget estimated at $12 million. The brewery used national spot radio extensively last year, and, ac cording to ,\nheuser-Busch's adver- tising manager, R. E. Krings, "We now consider radio as an integral part of our campaign to I)uild out product image in ihc minds of om consinners." The brewery's radio expenditures in 1957 put Budwciser on the aii over 292 stations in 178 markets, ac cording to Mr. Krings, who states that 1958's sdiedidc will cover aj)- proximately the same territory. "The markets in which we use radio give lUidweiscr approximately 91 percent of its sales voliune," .Mr. Krings states. ".\t the present time we are in spot radio exclusively." Although Anheuser-Busch is one of the industry's latest converts to the senior air mediimi, the company R. E. Krings, advertising manager Harry W. Chesley Jr., D'Arcy pres. John C. Macheca, account exec. 18 U. S. RADIO • February 1958 There's Bud is already spending more money in radio than any other brewery, ac- cording to a report issued by the Ra- dio Advertising Bineau. In its first big plunge into nation- al radio since the early 1930's, An- heuser-Busch has gained recognition in the broadcasting industry lor its clever commercials — notably, "Where there's life . . . there's Bud." On the advice of D'Arcy Adver- tising, St. Louis, the "Where there's life. . ." theme will constitute the only commercial approach for Bud- weiser's 1958 radio schedule. "Now that we are back in radio on a large scale, we are working to create an image of youth, vitality and quality for Budweiser," says H. Robert Thies, account coordinatoi at D'Arcy. "Our 'Where there's life . . . there's Bud' commercials were pointed in this direction last year, but conveyed a more relaxed mood than the variations we plan this year." Robert E. Johnson, head of D'- Arcy's radio-television creative de- partment, who developed the jingle last year, states that the agency's 1958 variations could well be summed up by the phrase "Bud with a beat," and will include at least 10 new, "lively" versions. The agency does not expect to repeat any of last year's 22 variations. Mr. Thies states that the new ver- sions will be aired at the rate of 30 to 150 spots per week in a given mar- ket. The pattern will be three weeks on and one week off in some mar- kets. Minute commercials will pre- dominate, but there will be a consid- erable niunber of 20-second and 10- second spots bought. "Because Budweiser is a premium priced beer that never goes on sale, and ^vhich is never involved in give- aways or 'deals,' it is a very difficult thing to judge the impact on sales of any given medium. We use all media in our major markets, and when sales go up, we feel that the component parts of our advertising are paying off. Radio is one of the primary components," Mr. Krings says, "and \ve are very pleased with it. "Our management, oiu- field sales organizations, our 951 wholesalers and their men are all very enthusi- astic about radio. In fact, I might say that their appreciation of it has developed into a tide of approba- tion." Anheuser-Busch's wholesalers, Mr. Krings points out, were instrumental in the company's reiliscovery of ra- dio on a local and regional le\el after World War II. The wholesal- ers, Avho may advertise independent- ly of the parent company if they wish, were buying radio time in their own districts and petitioning D'Arcy for commercial copy. (About 30 per- cent of the wholesalers elect to stip- plement the manufacttner's adver- tising budget with their own funds.) "The wholesalers' use of radio ac- coiuited for one phase of oiu- revi\ed interest in the mediiun," Mr. Krings says. "Another reason ^vas the pur- chase of the St. Louis Ciardinals in 1953 loy our president, August Busch Jr. This led us into the regional sponsorship of the baseball broad- casts on radio." One of the major causes of Bud- weiser's return to national radio since the 1930's Avas an increase in produc- tion. "After the repeal of prohibition Anheuser-Busch was not able to sup- U. S. RADIO February 1958 19 ply the demand for its beer," Mr. Krings states, "and the use of radio would have only compounded our problem." When war broke out metal short- ages cut down on the production of beer cans and bottle crowns, thus re- ducing Anheuser-Busch's already in- sufficient output still further. It was not until the company's west coast plant was completed in 1953 that the siijiply of Budwciscr began to meet the demand, accortl- ing to Mr. Krings. "During those years of shortage the company's advertising budget was sparse, and we advertised prin- cipally in magazines," Mr. Krings ex- plains. "Early in 1953 St. Louis was face to face with the prosjiect of losing the Cardinals baseball team. Mr. Busch stepped into the civic crisis with an offer for the club that kept the Cardinals in St. Louis and paved the wav for a welcome reunion be- tween liuclueiser and radio. Bv the opening of the 1954 season Bud- v.eiser was airing the Cardinals' games on a full sponsorship basis over approximately 100 radio sta- tions in the Midwest," Mr. Krings says. "We also sponsored the games ol eight minor league Cardinal farm clubs in other parts of the coinitry. These programs increased our ex- penditures for radio some 2,000 per- cent over the previous year. To fur- ther bolster radio coverage we added a network show with Bill Stern do- ing a sports program across the board on 332 stations of ABN (then ABC) ." (This show went off the air in 1955.) The sports sponsorships were so successful that the brewery began to expand its radio use to inc hide spot on a national basis. "But this did not achieve significant proportions until plans were being drawn up for 1957," Mr. Krings says. W^hen Budweiser began to go into nalional spot, the company's lower priced beer, Busch's Bavarian, took over the Cardinal sponsorship. Busch's Bavarian has been on the market since 1955, and is distributed within a 350-mile radius of St. Louis. Production of the two beers made Anheuser-Busch probably the num- l)er one beer producer in 1957, with a total outpiu of 6,115,702 barrels, according to Mr. Krings. Early Radio Use Anheuser-Busch, among the first in the industry both in beer production and in radio expenditures today, was also one of the first breweries to use radio when the medium was in its infancy. The company's radio history goes back to 1929 when August Busch Sr. "created an acute case of jitters at D'Arcy" by deciding to use the brand new medium to advertise An- heuser-Busch's malt syrup product, H. Robert Thies, D Arcy s Budweiser account coordinator. Russ David, arranger (left), and Robert Johnson, writer. 20 U. S. RADIO February 1958 Budweiser commercials have won two Radio Advertising Bureau Inc. awards. Mr. Krings explains. (The then 77- year-old brewery had been forced to switch over to that non-alcoholic beverage to stay in business during prohibition.) Sales Wenf Up Mr. Busch selected a performer named Tony Cabooch to sell the malt syrup. Mr. Cabooch, a dialec- tician, constituted a one-man show. As time went on and sales went up, D'Arcy and Mr. Busch decided that Tony was good enough to put on the CBS network. In those early radio days, just as now, advertisers had many ways of checking the size of the audience. Mr. Busch, to support his judg- ment, insisted that listeners be asked to send in malt syrup labels to pro- vide a measurement of the audience. "Mountains of labels came in," Mr. Krings says, "but it was then 1933 and legal beer was on the way in, and malt syrup and Tony Cabooch were on the way out." After prohibition was repealed, Mr. Krings recalls that "many brew- eries scrambled to get into radio. An- heuser-Busch felt, on the other hand, that it would be inadvisable to rush into an intimate, personal medium like radio to sell beer, so close upon the heels of prohibition. We were fearful of an adverse reaction on the part of the public. We wanted to give people a chance to become ac- customecl to the fact that beer was again part of their lives. As a result we stayed out of radio nationally until 1956, when D'Arcy originated out first musical commercial." Commercial Award The 1958 musical radio campaign is the third created for Budweiser by D'Arcy. Both previous series, those of 1956 and 1957, won the Ra- dio Advertising Bureau's "Golden Disc" a^vard as outstanding coinmer- cial campaigns. In addition to Messrs. Johnson and Thies, an equal share of the credit for Budweiser's radio success goes to D'Arcy's president, Harry W. Chesley Jr., who is also Bud- weiser account supervisor, and to John C. Macheca, vice president and Budweiser account executive, who has been working on the sales cam- paigns of the brewery since 1949. Selling Wallop "Radio is for those advertisers ^vho know that radio commercials can be good listening and can de- liver a selling wallop at the same time," Mr. Krings concludes. "We've pro\ed that to ourselves at Anheus- er-Busch; we know that this medium offers rich rewards to ingenuity in the presentation of ideas, and we kno^\' that, beyond the over 100 mil- lion radio sets in circulation, mil- lions on millions of new radios are sold every year because people want to listen." • • • U. S. RADIO February 1958 21 .22 U. S. RADIO • February 1958 Among the more than 350 banks included in the U. S. RADIO sampling, these were the programs or spots preferred: "Tfaffic-hour" newscasts Noon newscasts High school and local sports originaiions Late-evening news Weather and time spots Sports newscasts Music shows on l^eielio More than 78 percent of America's hanks are using radio in greater proportion. Programs \/:th public service aura dominate usage. The nation's banks will de- pend more on radio in 1958 than ever before to reach their prospective customers. This trend is revealed in u. s. radio's na- tionwide sampling of banks and sta- tions. It is estimated that more than 78 percent of America's banks will use radio in 1958. The Texas Bank & Trust Co., Dal- las, for example, is increasing its ra- dio use by 200 percent for 1958. It has been spending at the rate of $40,000 a year. The First National Bank of Port- land, Ore., which had 30 percent of its 1957 advertising budget in radio, will use 35 percent more this year. The First Western Bank k Trust Co. of San Francisco adds 10 percent more radio to 1957's 15 percent. An overwhelming preference by banks for the "traffic hours" of 7-9 a.m. and 5-7 p.m. is revealed in v. s. radio's national sampling. Bank executives, among the regu- lar users, are almost unanimous in their preference for these times. For example, the First National Bank of Boston, a radio advertiser for 27 years, uses programs only in the 7:30- 8 a.m. time peroid. The ijank shows its faith in the mediimi with a |50,- 000 yearly outlay, 20 percent of its total ad budget. The Provident Tradesmens Bank & Trust Co. of Philadelphia, Pa., with an annual radio expenditure of $30,000, insists on 7:30 a.m. and 5:30 p.m. programs. The same periods are utilized by the Indiana National Bank of Indi- anapolis, which spends $28,000 a year, and the First National Bank of Atlanta, Ga., also in the $28,000 group. A minority of institutions, like the Bowery Savings Bank of New York, with $50,000 yearly in ra- dio, states no time preference for its annoimcements. Explaining his agency's big buy for the Portland Savings Bank on WGAN Portland, Me., Arthur Stav- ros, president of Orr, Pope &: Moul- ton. Concord, N. H., says: "When we fust explored the ad- vertising needs of the bank we were faced with the paramount question: What medium will most help the bank 'catch up' to the efforts of com- peting savings institutions, maintain constant identity of the bank in the public eye, and then proceed to build new deposits? "The problem was fiuther com- plicated," he notes, "by the fact that two jobs had to be done — selling the bank services and promoting good will in the institutional sense — and both on a limited budget. "We chose daytime and nighttime radio to help solve the problem. We belie\'e we have made a good begin- ning in selling services and in insti- tutional advertising for the bank." Banks in almost all cases stick to programs or adjacencies to programs which have an aura of public service. News is the heavy choice, along with time signals, weather and sports shows. Many sponsor originations of local sporting events, especially high school football and basketball. Typical is this comment by L. S. .Armstrong, president of the St. Joseph Valley Bank of Elkhart, Ind., a 15-year client of \VTRC: "Cover- ing sports, news, and other major events, we have made radio the ma- jor expense item in oiu' budget. "It is certainly my feeling that the U. S. RADIO February 1958 23 ^■^ dollars spent in radio ha\e been far and away our most productive in both direct and intangible benefits. This low-cost, high-return medium is certainly the real leader for an or- ganization such as ours." Banks using "traffic time" news- casts pitch their messages to the head of the household on his way to and from work, or those catching up on the latest developments at home. These times are often utilized to an- nounce low-cost loan plans for homes, autos or vacations, the u. s. RADIO sinvey shows. The noon news reports, phis time and weather spots throughout the day, are usually aimed at the lady of the house. Special checking accounts to help her in paying bills and sav- ings plans such as the Christmas Club are advertised at these times. The messages during high school basketball and football orifjinations, usually at night, advise the whole family on the values of savings ac- counts and thrift plans. Results of u. s. radio's study indi- cate that radio success stories are tlie rule rather than the exception with banks. In McKeesport, Pa., for in- stance, the First Federal Savings &: Loan Assn. sponsors a regular local newscast, local basketball games and employs occasional spot announce- ments over \VMCJ<. and WEDO. In only four years of operation, accord- ing to the bank's manager, volume is three times greater than his most optimistic estimates. He credits the results to radio. Many new banks credit radio with iheir initial success. When the First Federal Savings & Loan Assn. began operations in Dec. 1956 at Summer- ville, Ga., its only form of advertis- ing was four spots a day over W'GTA. In two months these spots, designed for investment rather than loan, brought in more than 3200,000 in local money, .\nother First Fed- eral recently opened in Moscow, Ida., credits almost all of its early savings accounts to radio spots. Banks generally count on radio, the survey shows, to aniioiuice ne\\ features and services. When the First National Bank & Trust Co. of Corn- ing, N. Y., introduced the "Auto Teller" automatic depositing device, it useil VV^CLI for all advertising. The bank credits the announcements for increasing customers nearly 200 percent in 10 days. In a two-year period, the Litch- field National Bank reportedly rose from third place to first in Litch- fiekl, 111., alter prating 100 percent of its ad budget into WSMI news shows. In Bradenton, Fla., WTRL han- dled a promotion for the Palmetto Federal Savings &: Loan Assn. prom- ising a gift to new depositors. The promotion, originally scheduled for the entire month of January and lor repetition in July, was cancelled after two weeks when gifts ran out. Many stations have the problem of serving more than one bank. Alert sales managers have approached in- stitutions based on the individual advertising job required. An example is WATO Oak Ridge, Tenn., which lists three banks as ad- vertisers. "We had three different apjMoaches to these institutions," the station reports. "First, the Hamilton National Bank. It is a large institution and we used their slogan, "There is no substitute for soundness,' as a basis for all copy. "The second, The Bank of Oak Ridge, is a hometown bank. We have used its designation as 'The Friendly Bank' to good advantage. For the third, the Home Federal Sav- ings & Loan Assn., we stressed the fact that they pay a large percentage on savings. "Each one is selling its own strong points and each one fills the needs of its potential customers. Each has been successfrd; and they have been & 24 U. S. RADIO • February 1958 wiih us for a combined total of 17 years." Even in the biggest cities there is an opportunity for smaller banks to get a "hometown" following. Using Negro and foreign language radio stations, neighborhood banks have found thev can reach their public with radio. WWRL New York, which broad- casts in Spanish, German, Czecho- slovak, Russian, Polish, Ukranian, Greek and Syrian, has several bank clients beaming messages to specific groups. For example. The Fourth Federal Savings & Loan Assn., located in a Czech and Slovak community around New York's First Avenue, has adver- tised on the station's Czech program since 1936, using spots initially and then switching to five-minute pe- riods. And a bank located in the Ger- man-American section of Brooklyn, the Home Federal Savings & Loan Assn., sponsors a half-hour weekly show in that language. Commercial copy in each case is very brief, stress- ing the importance of saving for a "rainy day." Foreign language stations report that as a nde listeners are exception- ally loyal to local advertisers. This is true also, stations say, of most ad- vertisers who remain on a constant schedule year in and year out, once sold on the piUling power that their messages can achieve on radio. Banks rank extremely high on the lists of long-run advertisers on sta- tions all around the country. The First National Bank of Portland, Ore., and the First National Bank of Boston have logged almost 30 years on radio, as have three Seattle, Wash., banks — the First National, the Old National and the Fidelity Savings & Loan Assn. Many have used the medium steadily for more than 20 years, among them the National Shawmut Bank of Boston, The First National Bank of Albuquerque, N. M., and two banks in Chattanoo<{a, Tenn. "Bank of the Commonwealth," re- ports \\'\VJ Detroit, "has been a con- tinuous radio advertiser for 25 years. The bank continued its schedvde through the 'Bank Holiday' in 1933, and has grown and prospered until today it has 25 offices." A letter from Harold Larmon, president of The First National Bank of McCook, Neb., expresses the feelings of banks on their use of radio. Afr. Larmon says: "Our association with KBRL has been a long and pleasant one start- ing the year KBRL w^ent on the air. The success story of our advertising is . . . one of a gradual building of community good will and confi- dence. The term 'successful" ade- quately describes our advertising on radio." • • • I Tr^ Km V U. S. RADIO • February 1958 25 Oue of a series in an analysis Of network programming and sales Grov\ftli in Block Programming A 40 percent increase in sales is expected this year. Business is three months ahead of 7957. Bob and Ray cut up a cake on 'Monitor.' The 'family' members of 'One Man's Family. The National Broadcasting Co. carried its first program over a string ol 25 radio sta- tions on Nov. 15, 1926 — America's first-established network. Today, af- ter great growth and considerable (hange it is broadcasting to about 2().S stations (10 ol which are outside the continental limits ol the I'. S.). The intervening years, and espe- cially the most recent, have lirought new achievements, new crises and a totally new way ol doing business. Network stalwarts Fibber McGee and Molly. 26 U. S. RADIO February 1958 NBC clearly typifies the winding road that network radio lias lollowed since its founding. Gone are the glory days, when a mere two dozen advertisers were ready, cash in hand, to sponsor the NBC broadcast day. And, according to network execu- tives, gone too are the lean days that set in during the early 1950's, when revenue shrunk to almost one-third its former size. For NBC Radio, 1957 was an ex- tremely significant year. Total net- work sales increased 40 percent over 1956, Matthew f. Cidligan, vice pres- ident in charge, states. Moreover, he points out that another increase of 40 percent is expected in 1958. (u. s. RADIO estimates that this shoidd put total revenue for the network this year at about $25 million.) The first quarter of 1958 will be NBC's biggest in five years. There was enough firm business signed at the end of 1957 alone to meet the projected sales for the first three months of this year. Last year also represented a re- versal in the downward revenue trend. There were monthly periods of profit, the network reports. In ad- dition, NBC Radio expects to l)e operating in the black on a continu- ing basis by the latter jxirt of this year. Many of the achievements the net- work scored in 1957 are outlined by Robert W. Sarnofi:, president, in a year-end statement released last month. In adthtion to noting the revenue gains for 1957, Mr. Sarnofi states, "By the start of 1958 NBC's pace in commercial business was three months ahead of the previous year." In the field of network program- ming, Mr. Sarnolf claims certain accomplishments. He states: "Monitor, the NBC weekend ra- dio service, established itself as the biggest and most successful show in all network radio. A^iglitline, a new 90-minute program, attracted a large weeknight following and substantial reventie. Life and the World, be- gun during 1957, is already out- rating the strongest news program of NBC's major competitor. Neutati()n com- pleted an important phase in its campaign to "clear the air" — the elimination of per inquiry and direct mail advertising. "It was a long- range process," reveals Charles \\\ Parker, WPAT's vice president and business manager. "We eliminated them one-by-one. "We often turn down unaccept- able advertising," Mr. Parker re- veals. "We use our judgment on each, according to good taste, ho\v our audience will react, and whether it will fit in with our music concept." The station also steers clear of hard- sell copy. Although musical selections are not announced over the station, WPAT listeners know what's on through the station's program guide. The guide has a paid circulation ol apiDroximately 32,000, two-thirds ol it coming from the five boroughs of New York, one-third from New Jer- sey. RADIO ACTIVITY • The Storz Stations expect a large turnout for the First .\nnual Pop .Music Disc Jockey (convention & Seminar to be held March 7, 8 and 9 at the Muehlebach Hotel in Kan- sas City, Mo. Panel discussions of problems con- cerning the disc jockey will feature such industry leaders as: Adam \'oung, Adam ^'()UIlg Inc president; .\rihur McCoy, John lilair & Co. vice president; Gordon McLendon, Mcl.cndon Stations president; Har- old Krelstein, Plcjugh Stations vice president; Dave Segal, Mid-.\merica Broadcasting Co. president; Frank Stisser, C E. Hooper Co. president, and Dr. Svdney Roslow. Pidse Inc. president. • I-oiliinc maga/ine in its Febru- ary issue features the independent radio station in an article,. "The Money-Makers of "New Radio.' " "New radio," according to For- tune, consists in the rapid growth of the independent station and its news- and-nuisic format. The article points to many successful formulas for building the concept of modern ra- dio and featines the 10-year-old Bar- tell Group, which stresses family listening. Fhe Bartell (iroiqj, according to its president, Gerald Bartell, is now billing at an annual rate of $3 mil- Gerald Bartell, group president. lion, with a net cjf SI million before depreciation, management costs and taxes. The chain includes WOKY Milwaukee, Wis., KCIU) San Diego, Cal.. KRUX Phoenix, .Ariz., WYDE Birmingham, ,\la., WILI3 Boston, and \V.\KF Atlanta, Ga. Other prominent independent chains referred to by lOrliaie are: the Todd Storz Stations; the Gordon Mcl.endon Stations; tlie Plough Group, and \\'esiinghouse Broadcast- ing Co. • WBOF Cleveland, O., the Board ol Fducalion station, is carrying the non-commercial programs of WERE- FM this month. Fhe arrangement was made to insure the "c ullural and educational programs" Icjr Cleve- laiulcrs while WERE-FM is silenced for 30 days to complete its new tow- er, which will double the station's power to 10,000 watts. • Station pioinolioii paid oil lor the police in Washington, 1). C^., re- cently, making possible the arrest of a drug store burglar. Fhe store's clerk had been copving the serial nund)eis of one dollar bills in the hope of winning W\VI)C's .SI, 000 "Lucky Dollar" contest. When po- lice picked up the suspect they had the list; he had the bills. • KXO El Centro, Cal., mobil- ized the entire community recently when a three-year-old girl was re- ported missing at 6: 10 j).m. Through its efforts as communications center, the girl was found, alive and safe, by midnight. • WFPG Atlantic City, N. J., has announced that the M. E. Blatt Co., one of the first large department stores in the area to use radio, has returned to the medium. In 1953, Blatt dropped out of newspapers and went 100 percent into radio. Later the firm returned to newspapers and dropped the air medium. Blatt is now back oti WTPG seven days a week. • • • 42 U. S. RADIO February 1958 HOMETOWN, U. S. A. radio i AUTO DEALER Star Auto Sales of Dallas, Tex., signed a short-term contract with KNOX Fort Worth, calling for a run of 48 spot announcements over a seven-day period. Star sold 100 cars in four days and was forced to close the lot in order to purchase more cars. After sign- ing a second contract for seven days, the dealer was completely sold out in just two days. He is now a regular advertiser. HOME BUILDER Mittersill Alpine Village and Inn, builder of Swiss chalet-type homes at Franconia Notch, N.H. , contracted with WBAI-FM New York for 13 weeks of announcements on the Dorese Bell Cocktail Hour, which is broadcast Monday through Friday at 5-6 p.m. The messages sold eight houses — built to order at prices ranging from $10,000 to $15,000 — in a two and one-half month period. I I I VACUUM CLEANER I Three spots in a week over WIZE Springfield, 0., sold 70 novelty vacuum cleaners for McCulloch's Leather Goods Store. The vacuum, hand-sized, is shaped like a flashlight. In addition, McCulloch's reports that sales of other products increased due to store traffic. The store, a regular advertiser on WIZE's Alice Bahman Show, aired its vacuum spots on Monday, Wednesday and Friday. FLOWER SHOP For the past 15 years Emma's Flower Shop, Nashville, Tenn. , has sponsored a weekly program called An Orchid For You over WSIX. The owner of the shop reports his program has brought him a continuous flow of business, but the climax came when he bought several spots to announce Emma's sixth annual open house. The next day over 5,000 persons showed up at the store. Now more than 50 percent of his advertising budget is devoted to radio. * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADMO 50 WEST 57th STREET NEW YORK 19, NEW YORK U. S. RADIO February 1958 43 RANKS 11th IN THE NATION in per family income ($7,339.00) Source: 1957 Survey of Buying Power COLUMBUS GEORGIA 3 county metropolitan area USES THE LOCAL & NATIONAL FAVORITE WRBL TELEVISION: COMPLETE DOMINANCE • MORNING • AFTERNOON • NIGHT -^ 97.3% OF ALL QUARTER HOURS Area Pulse— May. 1957 RADIO: LEADS IN HOMES DELIVERED BY 55% Day or night monthly. Best buy day or night, weekly or daily, is WRBL— NCS No. 2. WRBL AM — FM — TV COLUMBUS, GEORGIA CALL HOLLINGBERY CO. report from RAB Weekend Radio Growing Factor In Increased Billings Increasing sale of' weekend i atiio to na- tional, as well as local, advertisers will probably be a dominant factor in the billing gains anticipated by the medium in the year ahead. Indications are tiiat tlie era of the five-day business week for the radio broadcaster is disappearing and will be replaced by a balanced, seven-day sell- ing week. Four basic reasons support tliis pre- diction, R.\R states. First, adequate con- sumer buying desire and money is avail- able. Secondly, autlience measurement figures will dispel any doubt as to the size of the weekend radio audience. Thirdly, stations increasingly are updat- ing program formats to provide essen- tially the same type of listening fare favored by the public dining the Mon- day through Friday listening hours. .'\nd, finally, station discounts to advertisers make this type of radio an economical buy. By way of establishing tiiat Saturday and Sunday are l)ig selling days, adver- tisers in many categories of retailing can certify that from 50 to 70 percent of the week's sales are made on the weekend. These are big selling and buying days for many types of products and services including footlstufK and bc\crages. home furnisiiings and appliances, gasolines, automobiles and automotive accessories, entertainment, travel, men's and wom- en's wearing apparel, sports equipment, drugs, j)r()prietaries and cosmetics, homes, and equipment for garden and lawn care. These are profitable days for ihc sale of many impulse items such as suntan lotions, film and somenirs. As for the dimensions of the weekend radio audience, studies made by the A. C. Nielsen Co. show that Saturdays and Sundays attract more listeners than oth- er days of the week, despite the fact that there is a slight decrease in the number of sets used during this period. Nielsen studies comparing weekend and weekday listening show that home sets in use during an average quarter hour on Saturday total approximately 281,000. Adding another 81,490 auto- mobile receivers which are tuned in during the average quarter hour brings the total sets in use to 362,490 at any given time. Sunday listenership also is high, although it does not equal that of Saturday. On the average Siuiday (juar- ter hour 229,000 home sets are in use, while the automobile sets number 84,- 730. This brings the Simday listening total to 313,730 sets in use. By comparison, the Monday through Friday averages show that during a typi- cal 15-minute segment 226,100 home sets and 82,491 car radios are in use. The larger weekend audience can be accounted for by the fact that although fewer sets are in operation on Sunday, the average number of listeners per set is higher. For example, through the hours of 9 a.m. to noon, Monday through Friday, an average of 13,979,000 people are listening, with the listeners per home averaging 1.6 people. During the same period on Sunday the listeners per home set average is 2.3 persons, and the average audience numbers 15,963,- 000. In the noon to 3 p.m. segment on Sunday the audience tops that of the earlier periods of the week by nearly three million listeners on the average, and the Sunday audience has nearly a two-million advantage over Monday through Friday in the 3 p.m. to 6 p.m. time bracket. From 6 p.m. to 9 p.m. the audiences almost match in si/e, but from 9 p.m. to midnight liic Monday- through-Friday audience is topped by almost two million listeners. A growing segment of the weekend audience currently being courted by ad- \c'rtiscrs is the out ofhome audience, and especially car listeners. Also in heavy use are the approximately 11 mil- lion portable sets. Nearly one of every four radio receivers sold in the nation in 1956 was a portable. Last summer nearly 72 percent ol all portable sets were in regular use. Of the millions of people who frequented pub- lic play areas 44.2 percent of all groups were accompanied by radio. It is signifi- cant to note, too, that these portables re- ceived the greatest play — 74.5 percent — on weekends. On the weekdays the aver- age was 71 percent. Two potent factors can be effectively incorporated into the sales story used in soliciting weekend business: (1) delivery of a large audi- ence, and (2) economy. Many station rate cards offer substantial savings to ad- vertisers buying radio seven days across the board. • • • 44 U. S. RADIO • Februarv 1958 report from Pellegrin Urges Greater Market Data; NBC Spot's Honolulu Report The importance of developing adequate market data to influence agency buying decisions was highlighted by Frank E. Pellegrin, partner and vice president of H-R Representatives Inc., in a recent talk to station and ad men at the Ad- vertising Club of Chicago. Mr. Pellegrin took up the challenge of ratings. VV'hat the timebuyers really want from stations, he said, is "accurate, current, reliable information. They want it . . . about everything that has to do with your station, market, audience, pro- grams, advertisers, results, personalities, merchandising, promotion, publicity, coverage, facilities, rates — and anything else that will contribute to their knowl- edge and their ability to make a more intelligent buv for their clients. Frank Pellegrin, H-R v. p. "Put yourself in the timebuyer's seat," Mr. Pellegrin said. "He is spending a very large and important sum of money for exacting clients. No conscientious timebuyer is going to spend that client's money on blue sky, or base his buying decisions on intuition or hunches. "He has to have facts. If you don't give him your facts, he will quite natu- rally and understandably rely on rat- ings . . . ratings properly and intelligent- ly applied, if you give him the rest of the story — the additional facts which can put some flesh on the rating bones and present a complete and wholesome buy- ing picture." Mr. Pellegrin reminded the station men that a timebuyer must have com- plete information about a station on which to decide the best way of buying it for his client. If he can get it no- where else, "he very naturally will tend to rely on audience ratings. "Too many timebuyers have bought too many schedules on the basis of rat- ings alone," Mr. Pellegrin claimed. "Ratings are the most abused and most misused tools of our trade. But the fault lies . . . greatly with those stations who have failed to gi\e these buyers the complete information on which more intelligent buying decisions could be based." NBC Spot Market- Report NBC Spot Sales has issued its seventh market data book, a study of the fast- growing Honolulu area. The report points out that the area's total population has increased 20 per- cent since 1950. Effective buying income of the Hawaiian territory is .^QOS.SOg,- 000, with total retail sales of §478,740,- 000. The market study also contains an analysis of the working hours of civilian employees of the armed forces, workers on sugar plantations and in the pine- apple industry, stevedores, telephone and electrical workers. It also includes lists of the leading drug, grocery and department stores in Hawaii. Market data books already issued by NBC Spot Sales include research on Cleveland, O.; Seattle, Wash.; Washing- ton, D. C: Miami, Fla.: Louisville, Ky., and Denver, Colo. • • • TO COVERAOE-is the KOARADIO Route that takes your advertising message throughout the entire West- ern Market — reaching cities and towns, farms and ranches in 302 counties of 12 states! TO SALES - is the KOARADIO Route — the West's best way to sell your product to over 4 million po- tential customers! GET ON - STAY ON* - KOA- RADIO! It's the only station you need to route your product direcfly fo the entire, rich Western Market. ('most advertiiers dol) Represented nationally by Henry I. Christal Co., Inc. KO DENVER One of America's great radio stations 50,000 watts 850 Kc iofb Hoofer »ili' news roverape. It's one of many reasons \( RF.iN deli\ ers 42 per cent of all Topeka homes every single day. And ^ REN deliver^ ihi- Toptka mar- ket at a ?.en>.ihl(- ral«*. It's a iiiarkft worth ha\in;: . . . one that proHn h\ lt-a|io and hounds. Let >our George I*. Ilol lin^lierv man »how you >«hy ^ KF.N is your hest Topeka huy. 5000 Watts • Topeka, Kansas PONT lOOK - ' LOOKCOUPll SPECIALIZED NEGRO PROGRAMMING With 100% Negro programming per- ■onnel, KPRS is effectively directing the buying habits of its vest, foithful audience. Your soles message wastes neither time nor money in reaching the heart of its "preferred" market. Buying time en KPRS is like buying the only radio station in a community of 127,600 active prospects. 1,000 W. 1590 KC. KPRS KANSAS CITY, MISSOURI For ovailabilitiet call Humboldt 3-3100 Retresented Nstionally by- John E. Pearson Company report from Radio Scores Biggest Year at Ayer in Decade N. \V. .\yer Iv: .Son Inc., Philadelphia, Pa., bought more radio in 1957 than in any year since the ad\cm of television a decade ago, according to chief time- buyer, George McCoy, who expects the upward trend to continue in 1958. .\inong the .Ayer accounts who report a hca\y swing to radio in 1958 are Philip Morris and W'iiitinan's (ihocolates, who are devoting 20 percent and 35 percent of their advertising budgets, respective- ly, to radio. Other accounts that have increased their radio spending include Plymouth, United .Air Lines and John- son & Johnson. According to Mr. McCoy, who is in .Aycr's New York office, "Most agencies alwavs realized the value of radio. When tv was new, however, many advertisers decided to pour most of their budgets into television, and consequently had very little money left over for radio. "A couple of years ago some of the big soap companies broke the ice by going Ijack into radio, and other clients have followed suit. "We expect to use radio extensively this year," Mr. McCoy states, "and will be buying spot and network participa- tions." Partly as a result of .Ayer's increased use of radio and partly because of the growing trend towards lrans(ril)ed conmiercials at the agency, radio pro- duction in 1957 was four times what it was in 1955. according to Raymond Girardin, head of the radio production department. "The big jump came l)etween 1955 and 195r)." Mr. Girardin explains. The dollar volume in the production depart- ment in 1956 was two and a half times that of 1955. In 1957 it was practically double 1956's total. " ri)is includes the cost of studio time, and talent, but of course excludes air time costs, shipping and pressing," he says. Mr. Girardin estimates that produc- tion expenditures iumpcd from .'JSS.OOO in 1955 to §177,000 in 1956. The figures for 1957 are as yet unavailable. In the last two years Mr. Girardin has noted a sharp rise in the use of tran- scribed commercials in general, and musical commercials in particular. "In 1955, we had two jingles on the air, and in 1957 aired around 35. Sev- eral years ago a large percentage of com- mercials was done live by the local an- nouncer. Now a majority are tran scribed, and most of those use music in one way or another. "The trend toward pre-transcribing will continue," Mr. Girardin says, "be- cause you can get better production (juality and greater control over your message. "Music, whether by itself or in con- junction with a sales message delivered by a local personality or an announcer, is here to stay," Mr. Girardin states, "be- cause it sells effectively and entertain- ingly. Mr. Girardin points out that in 1955, 17 clients were using transcribed com- mercials, mostly music. In 1956, 27 clients employed recorded commercials, and the 1957 figure was still higher. "One of those clients," says Mr. Girardin, "is the Whitman candy com pany, which has an unusual radio suc- cess story. Whitman's had relied heavi- ly on print since 1899, had used tele- vision with some success, but iiad never been in radio. "When the account came to .Ayer, the agency advised testing spot radio. Ac- cording to the pamphlet issued by the Radio Advertising Bureau," Mr. Girar- din states, "sales in 1956 in the three test cities used were substantially better than the national average. In Phoenix, .\riz., sales were up 12 percent; in Day- ton, O., they rose 17 percent; in Mobile, .Ala., sales climbed 1 1 percent in a six- month period." As a result of these tests Whitman's has gone into radio for the first time in 1957-58 in at least 63 major markets.* •• 46 U. S. RADIO February 1958 report from networks Dundes on '57 Gains; NBC 'Schools' Results; New Sales, Affiliates "Today is the clay of radio's greatest glory," Jules Dundes, vice president for CBS Radio, told members of the San Francisco Advertising Club late last month. Mr. Dundes pointed to the fact that the 15 biggest users of network radio in the peak year of 1948 — Procter &: Gam- ble, Sterling Drug, General Mills, Gen- eral Foods, Gillette, Miles Labs, Ameri- can Tobacco, Lever Brothers, Liggett & Myers, American Home Products, Col- gate-Palmolive, R. J. Reynolds, Philip Morris, Swift & Co. and General Electric — had, with only one exception, used radio in 1957. He added that two of the "giants among the giants in American indus- try," Ford and General Motors, not im- portant in network radio in 1948, are strong users today. "Your customers," he told the ad men, "turn [radio] on in the morning, in the afternoon, in the evening ... on week- days, on weekends. During the middle of the night, too. And every time they do, you are presented with an opportu- tiity seldom accorded a man with some- thing to sell. You are invited in." CBS Radio has added $500,000 in new network sales with contracts from Kip- linger's Changing Times magazine, Charles Pfizer &: Co. for Candettes, Good Housekeeping magazine and Dodge Di- vision of Chrysler Corp. NBC School Project In his report on the achievements of the NBC owned stations' "Know Your Schools" project, Thomas B. McFad- den, owned stations vice president, re- veals that public attention was focused on the schools by a total of 800 million audience impressions. They resulted, he says, from 200 hours of programs and 3,000 public service announcements valued at an estimated $1 million. On the business side, 18 new sales and three renewals totalling |3, 793, 748 in net revenue, were announced by Matthew J. CuUigan, vice president of the NBC Radio network. Bristol-Myers Co. placed a 52-week renewal for Neius On The Hour, and the Sun Oil Co. renewed sponsorship ol Three Star Extra for 26 weeks. Among new orders were: Amity Leather Products, Heller Sperry Inc., Andrew Jergens Co., the Journal oj Lifetime Living, Highgrade Food Prod ucts. Mail Pouch Tobacco, McCall's magazine. Ship 'n Shore Blouses, 20th Century Fox, United Insurance Co. of America. (For other sponsors see Re port from Networks, Jan. 1958.) New Mutual Features Mutual is now broadcasting a block of four five-minute features in the 10:40- 1 1 a.m. (EST) time period. The shows, starring Boris Karloft, Maggi McNeills, Gayelord Hauser and Fred Robbins, are being presented as "station service" features. Hudson Vitamin Corp., a longtime Mutual sponsor, is the first firm to order network participations in the post-mid- night Barry Gray Show. The messages will be aired during the first hour of the midnight-to-2 a.m. (EST) program. ABN Business, Affiliates ABN has signed Liggett & Meyers To- bacco Co., for L &: M cigarettes, to a two-year contract for seven participa- tions a week on the Monday-through- Friday Jim Backus and Herb Oscar An- derson shows. Stations which became ABN affiliates in January include WCGC Charlotte, N. C, KCBC Des Moines, la., WAMV St. Louis, Mo., WTXL Springfield, Mass., WSRS Cleveland, O., and KOY, Phoenix, Ariz. Keystone Growth The Keystone Broadcasting System reports it has added 12 new affiliates, bringing its total to 1,024. They are: KPER Gilroy, Cal., KGEN Tulare, Cal., KGRN, Grinnel, la., WLCK Scottsville, Ky., WABM Houlton, Me., WAGM Presque Isle, Me., WRSA Saratoga Springs, N. Y.; WMSJ Svlva, N. C, VVTYN Tryon, N. C, KREL Baytown, Tex., WCWC Ripon, Wis., and KIML Gillette, Wyo. • • • TO MEET HEAD ON A NEED THAT EXISTS IN THE RADIO FIELD TODAY ... * U.S. RADMO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK U. S. RADIO February 1958 47 The BEST Coverage of the Colorado Market at the LOWEST Cost (2o[o\'Q.cLo NETWO Nationof Rep. Boiling Co., Inc. RK KVOD. Denver, 5000 watts, 630 I.e. ABN KUBC, Montrose-Delta, 5000 watts, 580 k!c KSLV, Monte Vista, 250 watts, 1240 I.e. r KRAI, Craig, 1000 watts, 550 I.e. 'MONfnose- ' ceu TA MON NATIONAL SALES OFFICE MIDLAND SAVINGS BLDC, DENVER 2, COLORADO Phone: TAbor 5-2291 TWX: DN 483 KFAL RADIO FULTON, MISSOURI Prime radio service to four priricipal cities of Central Missouri. • FULTON • MEXICO • COLUMBIA • JEFFERSON CITY With a total of 46,000 House- holds in the SIX County local area daytime coverage of KFAL. Highest daily Day-Radio aver- age circulation in Central Mis- souri's 23 county area per NCS#2. Excellent avails in most time periods. Contact — INDIE SALES, INC. or KFAL RADIO Tel: 1400 Fulton. Missouri 900 Kilocycles 1000 Watts report from Canada International Surreys Uses Diary Method In Measuring Audience (This is tlir third in a series on major Canadian rating systems.) Iiuernational Surveys Ltd. measures the extent and characteristics of the Canadian radio audience ihrou<;l» a con- tinuous radio panel-diary technique. The panel consists of 2.000 families or 8.700 intli\iduals, wiili a turno\er rate of approximately 10 percent a year. This carefully selected group keeps a written diary of programs listened to for one week out of every month. Paul Haynes, president of Interna- tional Surveys since its inception in 19-11, explains what he believes are his system's major selling points: • Its monthly reports provide project- ible ratings for all network and select- tive radio, because the panel sample is representative of the total family pop- ulation of Canada. • The firm distributes quarterly break- downs of the characteristics of the lis- tening audience by education, age of housewife, presence of children and economic status. This enables the ad- vertiser to determine the extent and type of audience listening to a partic- ular program. • The panel provides the facts needed to determine the cost per radio home delivered, so that the sponsor may com- pare the cost of radio with other media. • International Surveys attempts to measure the effectiveness of a program in producing sales and the extent to which a program covers the market for any product. This is done through another panel, the Consumer Panel of Canada. Mr. Haynes claims that by cor- relating the results of the two panels, composed of the same families, his firm is able to determine the number of lis- teners who actually use the product of a particular sponsor. The Radio Panel of Canada also pro- vides material for the following quali- tative analyses, Mr. Haynes points out: Program duplication — for advertisers with two or more programs this analysis measures combined, unduplicated audi- Paul Haynes, president. ences as well as the degree to wliich pro- grams duplicate the coverage. .\udicn p.m. to midnight, and 10.9 percent from midnight to 1 a.m. These are hours when we noiniallx think of people Which Station y n // irh t*rofir(ini ? Unless the Pulse exact methodology • Hi — which received an award by the ^s' American Marketing .Association — is used, unidentified "extra" listening is more confusing than helpful, if not pinned down to the exact station, program, and related to the family base of homes. eitlicr licing at home and 'or sleep- ing. For ilie Oklahoma Tin iipike, reve- nue taken in iluiing the hours from () p.m. to 4 a.m. accounts for 34.24 peicent of the total income for the day. .\nd for the Ciarden Slate Park- way, these hours account for 37.5 percent of the day's total revenue. MBS stales that the Kansas Turn- pike .\uthority reports the work shift between 2 and 10 p.m. as the heaviest lor passenger traffic, accounting for moie than 50 percent of the turn- pike's total traffic. .Mutual puts the following iiuer- pietation on this information: "These figures are far from con- clusive. But thev do sliow one thing —that this is indy a mobile America and that it is foolhearty to accept as axiomatic the checking of a few thousand home sets as the yardstick to determine radio listening. . . . We know that goodly percentages of these homes are empty. Their own- ers and residents are on the high- ways." Attentive Drivers file cjiiestion of whether people in their cars listen and to what ex- tent are they attentive was explored by CBS in a report they issued a couple of seasons back. The survey was conducted by Advertest Re- search and was called "Do They Lis- ten?" The interviews, held on the New Jersey 'Turn]jike on two suc- cessive Sunday evenings, showed that not only do people listen, but they remember what they heard. Of the cars tuned io (iHS [irogramnung (23.1 rating), more than 75 percent could repeat substantial portions of the sponsor's commercials. I / Give It Sell I ) V KOSI ■ KOBY "^^S-^i^^ /^ turn over products .OO-'^ /#» not audience Stt vt^ vi^ ,V BOTH RADIO STATIONS No.llnHOOPER&PULSE 6 am-6 pm overage shore c^< \ KOBY No. Iln NIELSEN 6 om-9 pm overage shore KOSI • KOBY DENVER SAN FRANCISCO Mid-America Broadcatting Company 50 U. S. RADIO February 1958 The car listening factor for a pro- gram like Monitor, which is aimed at people who are doing things on the weekend, is substantial. NBC estimates that the car factor for the total Motiitor audience during vari- ous parts of the year is as follows: siunmer, 40 to 45 percent; spring and fall, 35 to 40 percent, and win- ter, 30 percent. Out-of-Home Radio The extent to which car listening is part of the total radio audience was discovered several years ago by the Alfred Politz research organiza- tion in its work for the Henry I. Christal stations. The first study, "The Importance of Radio in Tele- vision Areas," w^as done in late 1952 and early 1953. And at that early time, the study showed that for cer- tain periods of the day, 25 percent of the radio audience is out-of-home, with car listening accounting for 16 percent of the total, for the betw^een breakfast and lunch audience. A survey completed last year by Politz for the Christal firm is expected to be released soon and reportedly ^\ill show cai radio as an even more sub- stantial (hunk of total listening. .\n ui)dating of earlier findings was done last year in the 52-county upstate New York area for four Christal stations - WBEN Buffalo, WHAM Rochester, WGY Schenec- tady and WSYR Syracuse. The sur- vey showed that car listening can ac- count for 21.3 percent of the total audience at certain times of the day. And during such at-home hours as 10 to 12 p.m., car listening accounts for 16.3 percent. Among the many things that sta- tions are doing locally to measure the car radio factor is seen at WCCO Minneapolis, Minn. This station has developed traffic flow charts for each of three years (1954, 1955 and 1957) . By doing this, WCCO is able to de- termine peak traffic hours as well as increases in the number of cars in use from year to year. It is perhaps significant that from March 1954 to March 1957 there was little change in the overall pattern of traffic flow, while the total num- ber of cars in use expanded greatly. For example, the peak weekday hours ol 7 to 8 a.m. in the morning and 4 to 6 p.m. in the evening re- mains relatively unchanged from 1954 to 1957. But during these years, the num- i)er of cars on the road in WCCO's area has grown noticeably. In 1954, peak wx'ekday traffic was about 58,- 000 cars, compared with more than 64,000 for 1957. Another station, WTTM Trenton, N. J., examined its area's traffic flow and foimd that there were more breadwinners travelling to and from work between midnight and 1 a.m. than between 7 and 8 a.m. The station conceded that peak travel hours are between 8 and 9 a.m., and secondly 5 to 6 p.m. But according to Fred E. Walker, gen- eral manager, "The important point is that between 1 1 p.m. and 1 a.m. . . . agencies and advertisers have a . . . traffic period equal to the flow from 6 to 8 a.m." As demonstrated by the great na- tional and local research activity, auto listening across the country is proving that radio is an around-the- clock mediinn. • • • NATION-WIDE NEGOTIATIONS « FINANCING •APPRAISALS RADIO TELEVISION NEWSPAPER THE INDUSTRY'S LARGEST^ National Media Brokerage Firm presents these outstanding investments EASTERN NEW ENGLAND INDEPENDENT $130,000 Single station. Solid economy plus new government spend- ing. Profitable. Terms. WASHINGTON, D. C. Wm. T. Stubblefleld 1737 DeSales St., N. W. EX 3-3456 CENTRAL NETWORK FULLTIME $40,000 Station serves tre- mendous retail sales area. High fixed as- sets. Liberal financ- ing. CLEVELAND Jackson B. Maurer 2414 Terminal Tower TO 1-6727 MIDWEST 1 ,0)0 WATT DAYTIMER $40,000 Located in the heart of a sportsman's paradise. Ideal for o \v n e r - o p e r a t o r . $17,000 down. CHICAGO, ILL. Ray V. Hamilton Barney Ogle Tribune Tower DE 7-2754 SOUTH MAJOR FULLTIME $300,000 A new and excellent facility in the South's major mar- ket. Unlimited po- tential. Some financ- ing. ATLANTA, GA. Jack L. Barton 1515 Healey BIdg. I JA 3-3431 I^iiigeit radio-television sales volume in our field. SOUTHWEST WEST TEXAS INDEPENDENT $150,000 Fulltime 100-watter in semi-major mar- ket. Booming market based on oil, gas and agriculture. Attrac- tive terms. DALLAS, TEX. Dewitt (Judge) Landis Fidelity Union Life BIdg. Rl 8-1175 WEST NETWORK AM-TV $1 ,350,000 This is an excellent facility located in a good growth mar- ket. Network affili- ate. Tenns. SAN FRANCISCO W. R. (ike) Twining I I I Sutter St. EX 2-5671 Call your nearest office of HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES ( * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK radio ratings Special Pulse Report On Network Ratings Has New Listener Data riie latest Pulse network rating report includes data never before issued in this type of service, according to the ratings firm. The new monthly survey is aimed at the needs of the advertiser, and its principal findings are: • The peak weekday radio listening lime in all four time zones is be- tween 8 and 8:30 a.m. for homes using radio. • News is the single largest program item, amounting to 150 out of more than 350 programs listed. • The peak hours for listeners- per- sct-in-use are 8 a.m. and 7 p.m. for Monday through Friday. For homes using radio on Saturdays, the Pacific time zone peak is between 10 and 10:30 a.m., and 11 and 11:30 a.m. in the East, Central and Mountain zones. The greatest variance, however, is on Sundays when in the East and Central zones the peak audience is from !:I5 to 1:45 p.m. In ttu- Mountain area it is between 2-2:30 p.m., and for the Pa- cific zone it is between 1:30 and 2 p.m. For listeners-per-sets-in-use the top nighttime hours are 7, 8 and 9 p.m. for weekdays. On Saturdays the audience peak is at 12:30 p.m., and on Sundays at 5 p.m. In addition to the customary ratings, Pulse states that this report includes: • In-and-out-of-home listening. • Definitive audience composition data on each prcjgram. • The name of each market airing the program. Charts for the homes-using-radio are divided by quarter hours in each of the four time zones. The program rating report is based on more than 18.5 million radio homes in the top 26 metropolitan areas, and is tabulated from 6 a.m. to midnight for Monday through Friday, and for Satur- day and Sunday. Only programs broad- cast in at least 10 of the 26 markets are reported. These markets are Atlanta, Ga.; Balti- more, Md.; Boston; Buffalo, N. Y.; Chi- cago; Cincinnati, O.; Cleveland, O.; Dallas, Tex.; Denver, Colo.; Detroit; -^- Dr. Sydney Roslow, president Houston, Tex.; Kansas City, Mo.; Los Angeles; Miami, Fla.; Milwaukee, Wis. .Minneapolis-St. Paul, Minn.; New Or leans. La.; New York: Philadelphia, Pa. Pittsburgh, Pa.; Portland, Ore.; San Di ego, C^al.: San Francisco; St. Louis, Mo. Seattle, Wash., and Washington, D. C In addition to its new network ratings Pulse has announced the opening of a new branch office in Chicago to service clients in the midwest area. Dr. Sydney Roslow, president, has named George Herro as director of the new division. Mr. Herro was formerly an account executive with the Mutual Broadcasting System in Chicago. Nielsen Expansion The A. C. Nielsen Co. is now estab- lished in 11 different countries, exceeds S20 million in service volume a year and employs a world-wide staff of more than 3,300 persons, according to its president, A. C. Nielsen Jr. He also reveals plans for the construc- tion of another floor which will add 11,000 square feet to the Nielsen Build- ing in Chicago. The new addition, he states, will include private office space for client service and administrative per- sonnel of both the broadcast and food- drug divisions, as well as larger quarters for the broadcast division's report pro- duction department. • • • 52 U. S. RADIO • February 1958 IN DETROIT, GET mip. ORE r^RODUCTS ORE Profits K ^ ^ m ^ JV ■ AM and PM WWJ RADIO WORLD'S FIRST RADIO STATION Owned ond operated by The Detroit NeWS NBC Affiliate National Represenlatives: Peters, Griffin, Woodward, Inc. U. S. RADIO • Februan' 1958 53 names and faces Noting the Changes Among The People of the Industry 1 I STATIONS CHARLLJi L. ML'RN, formerly sales manager, elected to the board of directors and appointed station manager of W'OKO Alhanv. N. V. R. MORRIS PIERCE promoted to vite president and general manager and REID G. CHAPMAN named station manager of WANE Fort Wayne. Ind. WILLIAM F. MALO JR.. formerJN president of WHAR Clarksburg. W. Va.. named vice president and general manager of WC IC New Bnnisuick, N. [. MEL S. Bl'RKA. who lias served as acting manager, appointed general manager of WTIP C^iiarlcston. W. Va. NED SHERID.AN. former program manager for \VP.\V Ports- mouth. O.. appointed general manager of W.WY Portsmouth. Va. WAVY also named CLAYTON W. ELEV JR. sales man ager and LEE .ALLAN program manager. J.\\ NE .SW.MN, former assistant manager of WAKI- Ailanta. Ga., named station manager. PETER P. THEG. previously manager ol \\M I \ M.idiM.n. \Vis.. appointed station manager of WILD Boston. THOM.AS W HITLEY appointed acting station manager and MICHAEL SECREST named program director of \VYD1 Birmingham. .Ala. DONALD E. KNOWLES. formerly sales consuhant loi W RKI) Rockland, Mc, .ippointed station manager ol Wi'OR Port- land. Me. JOE KENDALL, former owner of KXLE Ellensburg. Wash- appointed manager of KEPR Kennewick, Wash. 7 HOM.A.S D. TYSON, former advertising and sales promotion manager of the J. A. Williams Co., named i)ress. advertising. and promotion manager of W.AMP and WF.MP Pittsburgh. Pa. Ml RRIE LYNN JUNKIN. recently women's director of k\ ()D Denver. Colo., named director of promotion for K'l LN Denver. DAN D.A\'IS has joined the sales staff. WILLIAM DE.AN. former division sales manager for A. S. Aloe Co. of St. Louis. Mo., has joined KMOX St. Louis as acco'int executive. ALDEN L. OL.SON has joined KRUM (FM) Los Angeles as account executive. He was formerly in the Los Angeles sales office of the IVall Strrcl Jointml. ACENCIES^ M. EARI.K McDonald, account executive for WR\ \ Rich mond, \'a.. promoted to Riciunond sales manager. CT'RTIS PRIOR, merchandise manager for WRC Washing- ton. D. C, promoted to accomtt executive. ■CARLE TON SIECK, assistant general sales manager for KNX Los -Angeles and the CBS Radio Pacific Network since 19,5fi, named eastern sales representative for KNX CRPN. NETWORKS EDWARD .Sl.\Nl.E\ appointed director ol public affairs for NBC. He was formerly manager of public service pro- REPRESENTATIVES .MORION A. BARREIT, salesman with The Boiling Co. since 1953, appointed secretary and director of sales develop- nunt. FED X'.AN ERK. former special agent of tlic FBI in New \()rk. siuceeds hiui. FRl DERICK G. NEl'BER IH JR. promoted to the newly (teited post of director ol radio research by .Avery-Knodel Inc. ROBERT V. MEANY, formerly with BBDO's research depart ment. named presentations director and M.ARTIN GOLD- BERG promoted to audience and market analysis director of H-R Representatives Inc. ROBFRl J. I.OBDELL. recenilv uiili Weed X: Co., has joined \d.un ^()ung Inc. as a radio salesman. ROBER 1 ROSS FOR lORICH has joined the Chicago sales stall of the John E. Pearson Co., replacing FR.ANK FROST, named manager of the new Des Moines, la., office. GEOR(.F ARNOLD named manager of sales development and Fl'L'FON WILKINS named account execinive for CBS Radio Spot Sales. Also .SAM B. SCHNEIDER named account executive in Chicago. INDUSTRY-WIDE WVRREN J. BOORO.M. formerly RAB promotion manager, promoted to director of member service. .\lso promoted by RAB: C;.\RL J. RAY.MOND and ROBER F F. NIMS to reu'onal managers in the Mi(inl)er service (icp.irtment. I J. A. H. REHM. iormerly executive vice president and treas- urer, elected president of Paris S: Peart Inc. He continues as treasurer. Also GEORGE M. CLELAND and WILLIAM F. JAMES elected senior vice presidents. ROBERT ME I Z has joined the agency as account executive. AR I HUR DECKER, formerly senior vice president of the liuchen Co., appointed senior vice president of Donahue R; Coe and general manager of the Chicago office. RICHARD LOCKM.AN, vice president and director, appoint- ed general manager of Emil Mogul Co. Inc.. New York. BERNARD KRAMER, account supervisor, and ALFRED PAIL BERGER, copy chief, elected vice presidents. ROBERI D. LINDSEY named director of the BBDO re- search department in New York; EDWARD C:. Fl.ERI JR. named supervisor of spot radio and tv buying, and JOHN [. VINCT appointed vice president and Toronto office copy director by BBDO. .STANLEY D. CANTER, director of research at Ogilvy, Ben- son R: Mather Inc., New York, appointed a vice president. S.\ML'EL FREY has joined the agency as vice president and director of media. He was formerly director of media of the Colgate-Palmolive Co. JOE McDONOL'CiH. creative group head, elected a vice president of (iurmingham 8: Walsh Inc., New York. Tyson McDonough Frey Pierce Burka Ijxktitnn M U. S. RADIO February 1958 How your truth dollars help keep the Reds in the red • The truth dollars you give to Radio Free Europe help keep |' truth on the air behind the Iron Curtain. And the truth is an enormous- ly disruptive force to the Reds. For it keeps their captive people thinking . . . wondering . . . and less than completely dominated. The truth keeps needling the Reds. Breaks through their monopoly of lies. Keeps them unsure. Off" balance. And thus the truth keeps up to forty fully armed Red divisions tied up policing Russia's satellite countries. Forty divisions, mind you, that might otherwise be put to more aggressive use elsewhere . . . and who knows where .^ Your truth dollars keep the 29 super- powered transmitters of the Radio Free Europe network on the air . . . broadcasting the truth behind the Iron Curtain . . . every hour of every day. Why your truth dollars .' Because Radio Free Europe is a private, non-profit organization supported by the voluntary contributions of American busi- ness and the American people. And your dollars are urgentlv needed to keep it on the air ... to help operate its transmitters, pay tor its equipment and supplies, and its scores of announcers and news analysts in 5 languages. Help keep the Reds in the red. Send your truth dollars to Crusade for Freedom, care ot your local postmaster. FREEDOM IS NOT FREE! Your Dollars Are Needed To Keep Radio Free Europe On The Air SCNO YOUR TRUTH DOLLARS TO ARC or YOUR LOCAI. ROSTMASTER U. S. RADIO February 1958 55 I EDITORIAL the 24-iiour audience CAR LISTENERSHIP If ever there was proof that more adequate measurement of radio's total audience is needed, it is in the examination of existing data on car radio listening. Present infonnaiioii indicates that the auto audience is a giant in its own right. There are almost as many car sets in use as there are tele- vision sets. In addition, car radio tune-in during the late evening hours, supposedly non-traffic hours, shows that even at slack times the car listening audience is higher than the cirtidation of many weekly consumer magazines. What is needed is more detailed research that will pinpoint the present data which indicates that car radio is a potent segment of the total radio audience. The sound medium, of course, is primarily an in home vehicle. But to evaluate radio lullv, the dimension of out-of-home listening nmst be con- sidered. The largest segment of out-of-home listening is through car radios. It is estimated that about 36.5 million auto sets are in use (see Car Radio, p. 15) . \V'ith this kind of coverage an advertiser can reach more than 65 percent of the nation's households. THE REAL IMPACT But the imjiortant fact for an advertiser is that these car sets are not only available but they are being turned on. Present research shows that during normally heavy driving hours, the car audience can account for l>etween 25 and 50 per- cent of the total radio audience. At certain peak times of the year, this figure can be as high as 55 percent. The need for important data again becomes clear when examining the 24-hour nature of the radio audience. Revenue figures from turnpike authorities show that peo])le are on the move in their cars all clay and night. The car audience has indeed enhanced the around-the-clock dimen- sion of the soimd medium. The actual figures of sets turned on during certain times of the day tell the story. A con- servative estimate would place almost six million car radios tuned in during heavy driving hours. But even during supposedly non-traffic hours the number of car radios turned on across the country at the same time is considerable. In post-ciiniu'r hours, for example, there are an esiimaied 1.5 million car sets in use. The facts on hand truly indicate thai the radio audience is everywhere, all the time. Greater evidence will prove this even more effectively. BIG YEAR IN RADIO SET SALES One ol the most convincing factual testi- monials to listener interest in today's radio is found in data on radio production and sales in 1957. According to the Electronics Industries As- sociation, total 1957 radio production amounted to 15.4 million units, and total sales last year came to 9.7 million (see Ainvaves, p. 3) . EIA reports that 1957 was the biggest year in radio sales since 1948 and the sixth highest since 1922, the year commercial radio began. This growing demand for radio sets, both the in-home and out-of-home varieties, points up radio's dominant role. When people walk into a store and pay for a radio set it is strong evidence of listenership — and, according to receiver sales, listenership in greater and greater numbers. 56 U. S. RADIO • February 1958 Here's what happened in St. Louis when a dynamic team of young Baiaban Radio Executives, tool< over the reigns of WIL, the oldest commercial radio station in St.Louis now in its 37th year of community service. INSTANTANEOUS COMBUSTION It was instantaneous! That's the way St. Louis accepted wonderful WIL radio. The first 30 days brought an unprecedented. 30,000 pieces of mail. (Ask our mailmen!) Advertisers and advertising agencies reacted instantaneously, too. They made Jan. '58 the biggest new business month in this station's 37 year history. (List of "blue chip" sponsors available on request.) WIL is setting this great midwestern market on fire. (The Fire Captain said . . ."it was INSTANTANEOUS COMBUSTION!") Get hot with wonderful WIL radio . . . with bright happy personalities . . . enjoyable music . . . complete news . . . 24-hours a day. For instantaneous action call John Box or your Adam Young man. Sell St.Louis with the "hottest" station in the midwest... WONDERFUL JOHN F. BOX, JR. Executive Vice-President ST.LOUIS, MO Sold Nafionally By ADAM YOUNG, INC. ONE OF THE AUABAN STATIONS IN TEMPO W TH THE TIMES Copyilght 1958 Thr Soloban Stations NEW YORK'S FASTEST GROWING RADIO STATION WINS ... . announces the appointment of . . . THE KATZ AGENCY, as National Advertising Representatives INC. for buyers and sellers of radio advertising VOL. 2— NC This is something we can't be modest about. Our news service is outstanding. Our news departments are staffed with top local people who have national reputations. In our Volkswagen Newsmobiles, they're on the scene of action as swiftly as the police, or the fire department. They do remotes from every part of our coverage area. Naturally, this kind of coverage pays off with listeners. They stay with us to get more news... more weather- casts— more often. listeners » can Mofors 'Weekend Radi 10 fo Sales ri^Kl page Tim Elliot, President **Jean Elliot, Vice-Pres. THl ILLIfl I ION GREAT INDEPENDENTS • GOOD NEIGHBORS REPRESENTED BY AVERY-KNODEL There's a full report on our news operations in a new color film. It makes clear why, in both Akron and Providence Greater Metropolitan Areas we deliver more listeners per dollar than competing stations. A note or call is all it takes to arrange a showing. worn AKRON, OHIO PROVIDENCE, R.I. WICM Here's what happened in St. Louis when a dynamic team of young Balaban Radio Executives, took over the reigns of WIL, the oldest commercial radio station in St. Louis now in its 37th year of community service. INSTANTANEOUS COMBUSTION It was instantaneous! That's the way St. Louis accepted wonderful WIL radio. The first 30 days brought an unprecedented, 30,000 pieces of mail. (Ask our mailmen!) Advertisers and advertising agencies reacted instantaneously, too. They made Jan. '58 the biggest new business month in this station's 37 year history. (List of "blue chip" sponsors available on request.) WIL is setting this great midwestern market on fire. (The Fire Captain said . . "it was INSTANTANEOUS COMBUSTION!") Get hot with wonderful WIL radio . . . with bright happy personalities . . . enjoyable music . . . complete news . . . 24-hours a day. For instantaneous action call John Box or your Adam Young man. Sell St. Louis with the "hottest" station in the midwest... WONDERFUL JOHN F. BOX, JR. Executive Vice-President ST. LOUIS, MO Sold Nationally By ADAM YOUNG, INC. ONE OF THE BALABAN STATIONS IN TEMPO ^ITH THE TIMES Copyright 1958 The Balaban Slalioni In Washington WI\W IS THE SPEAKER OF THE HOUSE And the most recent Nielsen' proves it: WRC's 26.4% average share -of - audience for the total week tops all of the 16 other radio stations in the nation's Capital! WRC's roster of outstanding local talent— Washington's most popular enter- tainers and personalities— is responsible in large measure for this position of leadership. Al Ross, Gene Archer, Patty Cavin, Ed Walker, Bill Sprague, Br\' son Rash, Jim Simpson and Art Lamb are richly endowed with listener loyalty, the kind that's easily turned into brand loyalty. If Washington's Number One Radio Station isn't already speaking for your brand, WRC or NBC Spot Sales will arrangel M f Q^ 00^^ a sound selling schedule for you immediately. W iW^ ^S^^^J *NSI Report -Washingtm., B.C. Area- November 1957 WASHINGTON, D.C. SOLD BY 0 SPOT SALES U. S. RADIO • March 1958 A. C. Nielsen Company reports WLW radio audience among TOP 10 in America The full scope of the WM AUDIENCE MARKET COVERAGE No. of Counties Total Homes in Area Rod io Homes in Area Monthly coverage oreo 334 3,116,800 2,987,910 Homes reached Total % of Total Homes % of Radio Homes Monthly 1,221,160 39 41 Weekly 1,067,110 34 36 NCS DAY-PART CIRCULATION . . . .PER WEEK . . Once 3 or more 6 or 7 Daily Avg. Daytime Listener Homes 961 ,000 692,400 402,380 593,640 Nighttime Listener Homes 624,360 378,050 204,180 338,020 (Source: 1956 Nielsen Coverage Service) Network Affiliations: NBC; ABC; MBS • Sales Offices: New Yorit. Cincinnati Chicago. Cleveland ■ Sales Representatives ■ NBC Spot Sales: Los Angeles, San Francisco. Bomar Lowrance & Associates, Inc., Atlanta, Dallas Crosley Broadcasting Corporation a division of^flKCO 2 U. S. RADIO • March 1958 airwaves Radio's Barometer $385,000 19 $220,00 (19 (^00 Local Est. [00 Spot Est.) $95,000, (19H Network Est. 36,500,0 X Car Radios Sets in Use ins on Air Spot: Adam Young Inc., station representative, reports a 73 percent rise in volume of radio business for tlie first two months of 1958. Excluding Young's new clients, billings on stations represented by the firm are up an average of 40 percent over the same period last year. Networks: The 1957 index of national advertising by Printers' Ink rose an overall four percent above 1956. Network radio showed the sharpest gain — 1 1 percent. The magazine does not tabulate spot buying in its national index. CBS Radio had an important year in 1957, with revenue up for the first time since 1950. The increase registered was both in dollars and in num- ber of sponsored quarter hours. The last quarter of 1957 was 56 percent ahead of the previous year. (See p. 30.) Stations. Total stations on the air, both am and fm, increased again in February — to 3,746, up 14 over January: Stations on the air Applications pending Under construction WGN Chicago reports that it is presently enjoying the largest billings in its history. Revenue for January 1958 showed a 15 percent increase over January 1957; and the station anticipates a seven percent increase in February over January 1958, which would be 23 percent over Febru- ary 1957. KNX Los Angeles states that on August 17 total gross billings for the day set a new KNX mark with |75,000. This figure was exceeded on December 12 with a single day's total of $92,000. Sets: R.\B reports that approximately 5.5 million auto radios went to consumers last year, compared to 5 million in 1956. Electronic Indus- tries Association figures for November 1957 show auto radio production at 563,000. For December 1957 the total was 570,000. RAB figures on set sales for the past decade point out that 1957 was a record year: Commercial AM Com mercial FM 3,210 536 397 39 94 62 1947 20,000,000 1952 10,935,000 1948 16,500,000 1953 13,369,000 1949 11,400,000 1954 10,401,000 1950 14,590,000 1955 14,900,000 1951 12,627,000 1956 13,982,000 1957 15,300,000 U. S. RADIO • March 1958 RANKS 11th IN THE NATION in per family income ($7,339.00) Source: 1957 Survey of Buying Power COLUMBUS GEORGIA 3 county metropolitan area USES THE LOCAL & NATIONAL FAVORITE WRBL TELEVISION: COMPLETE DOMINANCE • MORNING • AFTERNOON • NIGHT FIRST IN RADIO: 97.3% Area Pulse— May. 1957 LEADS IN HOMES DELIVERED BY OF ALL QUARTER HOURS 55% Day or night monthly. Best buy day or night, weekly or daily, is WRBL— NCS No 2. WRBL AM — FM — TV COLUMBUS, GEORGIA CALL HOLLINGBERY CO. for buyers and sellers of radio advertising 'lUiDIO MARCH 1958 . . . IN THIS ISSUE Nighttime Radio Raiiii<;s aiui Local Ad Success I'oiiii \\'a\ to Ciiiatcr National Use Rambler Buys Radio Economy Weikiiul Radio Proves a Hypo To Anicritan Motors' .Sales Bache Reaches the Investor Wall birect l-inii h\ol\es Format To Preselect Interested Audience Radio Station Trading Krokiis Lxainiiie 1958 Factors After 1957 Flurry of Activity CBS Backs Traditional Format L^tahlishc^ I'roy ran lining F'or the "Attentive Ear" Radio Deserves Console Thinking CiiiniljjiMKi A}jciic\'s Radio \'.l'. Sees Need for Sound Specialists VOL. 2 - NO. 3 15 18 22 26 30 34 \ir\vaves Soundings Washington Silver Mike letters to F.ditor locus on Radio I lometown U.S.A. Commercial Clinic Station Log DEPARTMENTS . . . 3 Radio Registers 7 Report from R.\B 9 Report from Representatives 1 1 Report from Agencies 12 Report from Networks 36 Report from Canada 39 Radio Ratings "41 Names and Faces 42 Kditorial 43 44 45 46 48 49 52 54 56 EDITOR AND PUBLISHER Arnold Alpcit Business Manager Catherine Scott Rose Art Editor Rollie Dcvendorf ASSISTANT EDITORS Michael C. Silver Managing Editor Jonah Gitlitz Patty Kirsch Patricia Moran (Washington) Secretary to Publisher Sara R. Silon ADVERTISING Produclion-Sules Seruice Mgr. Jean L. Engel Western Manager Shell Alpeit U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 V/est 57th Street, New York 19, N. Y. Circle 5-2170, Western Office 1653 So. Elm Street, Denver 22, Colorado. Skyline 6-1465. V/ashington, D. C— 8037 Eastern Road, Silver Spring, Md. JUniper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore II, Md. Price 35* a copy; subscription, $3 a year, $5 for two years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise If you move and give old and new address. Copyright 1958 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. U. S. RADIO • March 1958 the Itar stations KMYE No. 1 in the 15 Station Denver Market HOOPER- Jan. 1958 8 A.M. - 6 P.M. Check with ADAM YOUNG KWIK More listeners than all other Pocatello stations combined according to the most recent Hooper. Check with AVERY-KNODEL o Number one in Omaha HOOPER 43.3 share Dec, 57 - Jan. 58, 8 A.M. - 10 P.M. PULSE 7.1 average rating Dec, 1957 - 7 A.M. - 6 P.M. TRENDEX 40.8 share Dec, 1957, 8 A.M. - 6 P.M. Check With AVERY-KNODEL KOIL-Omaha NATIONAL REPRESENTATIVE AVERY-KNODEL KMYR*-Denver REPRESENTED NATIONALLY BY ADAM J. YOUNG, JR. KWIK-Pocafello NATIONAL REPRESENTATIVE AVERY-KNODEL DON W. BURDEN, President * Subject to FCC Approval U. S. RADIO March 1958 Where there's a^ Storz Station . . . there's DOMINANCE {DoDiindiicc for the station . . . doniiiKUicc for your message) In each of these major markets ... more radios are tuned to the Storz Station than to any other. MINNEAPOLIS-ST. PAUL . . . WDCY is first . . . nl! day average. Proof: I'ulsc. Sec ]}lair, nr GciKial Manager Jack Thayer. KANSAS CITY . . . WHB is first . . . all-ilay. Proof: Metro Pulse, Nielsen, 'rreiulex, Hooper; Area Nielsen, Pulse. All-day averages as high as 48.5% (Nielsen). See Blair or General Manager George W. Armstrong. NEW ORLEANS . . . WTIX is first . . . all-day. Proof: Hooper (32.6%) — a new high . . . Pulse, too. See Adam Young or General Manager Fred Berthelson. MIAMI . . . WQAM is first . . . all-day. Proof: Hooper (36.7%) . . . Pulse (410 of 432 quarter-hours) . . . Southern Florida Area Pulse . . . Trendex. See Blair ... or General Manairer ]:ii:k Sandler. WDGY Minneapolis St. Paul REPRESENTED BY JOHN BLAIR & CO. WHB Kansas City REPRESENTED BY JOHN BLAIR & CO. WTIX New Orleans ,. _ _ REPRESENTED BY ADAM YOUNG INC. FTODAY'S RADIO FOR TODAY'S SELLING WQAM Miami >OD STORZ, PRESIDENT • HOME OFFICE: OMAHA, NEBRASKA REPRESENTED BY JOHN BLAIR & CO. rsj V. S. RADIO March 1958 soundings CE Plant Prepares For Transistor Expansion The General Electric Co. has aiiiiouiuctl a new orgaiii/ation of its trans- sistor plant to meet the changing dcniands ol "present . . . production rates of hundreds of thousands a month to several million predicted in the next few years for the Buffalo plant." GE states that the industry made about 27 million transistors in 1957 and by 1965 about 360 to 400 million a year will be produced. Politz Study for Christal Shows Out-of-Home Strength The total out-of-home radio audience has assmned vast proportions, ac- cording to the latest Allred Polil/ hu. study which was conducted for the Henry I. Christal Co., station representative. 1 he study shows that 7,550,000 people 15 years old and over listen out of home between 7 and 10 a.m. on an average day, with seven million listening between four and seven p.m. At no time during the course of the day does the out-of- home audience fall below 1,650,000 people. This occurs between 10 p.m. and midnight. Top 15 Advertisers Are Back in the Fold With the signing of the American Tobacco Co. and the Campbell Soup Co., the 15 advertisers who dominated network radio in the pre-tv days have now returned to one or more of the networks. NBC has announced that those two companies have signed lor total participations amounting to $300,000, according to Matthew J. Culligan, vice president in charge of the network. The tobacco firm has purchased for Lucky Strike 13 weeks of Bob and Ray vignettes, while the soup company has bought eight weeks of annoimcements on daytime programs. Broadcasters Prepare Good Practice Symbols Broadcasters this month are starting a new program to promote the use of good practice symbols, which will be in both the audio and visual forms. The Standards of Good Practice Committee of the National Association of Broadcasters will circulate among its members this month "pledges of adherence." When the broadcaster signs and returns the pledge, his station will receive a complete kit of promotional material. Pulse to List Programs by Stations The Pulse Inc. is coming out \vith a new format ivhidi will report the names of the programs by individual stations at hourly periods. The new report, to be issued semi-annually, will be the first time Pulse has listed program titles to this extent. Young to Analyze Nighttime Listening Adam Young Inc., station representative, is working on a nighttime radio study, analyzing the top 25 markets for aftei-dark listening (see Dialing After Dark, p. 15). This is the third in a series of radio studies conducted by the representative. Hammer Becomes Presidanf Of Mutual Broadcasting Armand Hammer, chairman of the board of MBS, has assumed the presidency, with George Vogel becoming executive vice president. This team replaces Paul Roberts, a chief stockholder, and Bertram J. Hauser, respectively. Although MBS states no major changes will result in this shift, it is reported that there will be a greater emphasis on news-and- music concept. U. S. RADIO • March 1958 Years Ahead ■' FORTUNE magazine this month gives recognition to Bartell Family Radio leadership in scientific research for achievement of maximum audience. Continual sampling and experimentation keeps Bartell Family Radio years ahead. RADIO Years ahead in enrichment of audience composition. Years ahead in constant audience participation and response. Years ahead in community leadership. Success of Bartell Family Radio, as FORTUNE indicates, is the product of scholarship, showmanship, salesmanship. AMERICA S FIRST RADIO FAMILY SERVING 10 MILLION BUYERS Sold Nationally by ADA.M YOUNG, Inc. for WOKY The KATZ Agency U. 5. RADIO • March 1958 Washington Inquiry Continues But With Changes Made FCC is Still The Prime Target The FCC is still taking it on the chin. Chnuled by name-calling, con- tradictions in testimony, internal bickering and more than its share of newspaper headlines, the hearings of the House Legislative Oversight Subcommittee (ontinuc to dominate interest on Capitol Hill. Former chief counsel Bernard Schwartz is, in a word, gone but not forgotten. Information, sought out and compiled under his direction, on alleged misconduct in federal regulatory agencies— particidarly the FCC— is a lasting memento from Dr. Schwartz to the crusade to clean up adminis- trative agencies. The entire proceeding — confused as it is — makes it dithculi to distinguish fact from innuendo. One point seems certain: the judgment and fore- sight of public officials whose conduct in office is under scrutiny has not been altc^gether 20/20. If, as certain evidence indicates, the FCC is subject to "pressure tactics" then a revision in the law is to be desired. Commissioners are by existing law subject to "pressure" from anv number of sources — including the Congress. Positive Legislation May be the Outcome Normal Workload Forced to Wait Its Turn Debate on the Barrow Study Gets Underway House Joins Senate In Music Licensing Probes Legislation, to immunize the FCC from "influences" on its decisions, is a possible outcome of this inquiry. Among the more frequently suggested cure-alls for regulatory agency woes in general and the FCC's in particular are: to forbid a commissioner by law to accept any compensation for outside activity; to require the FCC to adopt a code of ethics which would make it possible for the Commission to be truly independent of pressure and influence from outside sources; to increase the seven-man FCC to a body of nine, thus developing a panel operation that does not exist at present, and to lengthen a commissioner's time in office iieyond the current seven-year term. So harassed is the FCC in keeping up with demands of the incjuirv, there is little or no time left to tend to the urgent problems that confront the broadcast industry. Such matters, for example, as the Daytime Broad- casters Association's petition for a longer broadcast day gather dust on the FCC shelf. Hill involvements have spelled a virtual work standstill at the Commis- sion with one major exception. Hearings on the Barrow report, issued last October by the FCC network study group, got underway March 3. Though the report concerned itself primarily with tv network practices, recommendation was made to conduct an "exhaustive study " of radio as soon as personnel and money for such a project becomes available. The list of witnesses yet to testify at the hearing is extensive. Every major interest in the broadcasting industry will get a word in before this series of hearings terminates. Congressicjnal interest in music licensing problems continues to mount. Senate hearings on a bill to outlaw ownership by networks and stations in record companies and music licensing firms start March 11. In late February at hearings of a special subconnnittee of the House Small Busi- ness Committee the position of ASCAP in the music field came into focus. The subcommittee lieard out certain members of the music industrv Avho U. S. RADIO • March 1958 o THE BEST IS TERRIFIC IN SAN ANTONIO . . . and KONO is far and away the best buy in the San Antonio market — by ANY standard. Best by rating . . . best by cost-per- 1 000 . . . and the best by results. Try KONO on your next schedule . . . see for yourself why more national and local advertisers buy KONO than any other TWO San Antonio stations. Get the facts today . . . call your H-R Representative • or Clarke Brown man * 860 kc 5000 watts KOBI O Washington (cont'd) SAN ANTONIO RADIO claim they will be out of business un- less some legislative controls are im- posed on ASCAP as well as a group of major publishing firms who, they say, control ASCAP. Representatives of the music society, denying the charges, also testified before the sub- committee, which is headed by Rep- resentative James Roosevelt (D- Calif.) . Since charges fell into the area of anti-trust, testimony devel- oped at the hearings was passed on to the Justice Department for further study. Alcoholic Advertising Again on Senate Agenda The evils of alcohol — more specif- ically the advertising of it — will be aiied in the Senate hearings starting .April II when the Ciommittee on In- terstate &: POrcign Commerce begins consideration of a bill introduced in the first session of the 85th Congress by Senator William Langer (R- N. D.) . Senator Langer would like to make it unlawfid to advertise al- coholic beverages in interstate com- merce. Liquor atlvcrtising is, of course, not aired on radio. But should the .Senator's bill (and one identical to it in the House) be enacted, beer and wine advertising would be withdrawn from the air. On the House side, the bill has been referred to the Commerce Committee but no hearings have been schedided. This is a cause that is forever being brought before Congress. A Negative Nod For Pay-tv Pay-tv got the red light from the House Connncrce Committee after hearing out proponents and oppo- nents of the proposed system which the FCC intended to authorize on a trial basis starting this month. Prod- ded into action by broadcasters across the nation, constituents by the thousands flooded their representa- tives with mail reconnnending, in the overwhelming majority, that pay- tv be ni]iped in the bud. The mail indicates that broadcasters, through their own channels of conmiunica- tion, played a decisive role in arous- ing public interest. The question of pay-tv is as much of a concern for commercial radio as it is for com- mercial tv. 10 U. S. RADIO • March 1958 the P^^^ THIS MONTH: DONALD H. McCANNON President of Westinghouse Broadcasting Co. Public Service Campaign Gains National Spotlight 4 Since Donald H. McGannon became president of Westinghouse Broad- casting Co., the station group has been a bulwark in public service programming. This activity has extended beyond Westinghouse's six owned radio sta- tions. The broadcasting company, a wholly-owned subsidiary of West- inghouse Electric Corp., has em- barked on a public service effort that is attracting national — even inter- national— recognition. Under Mr. McGannon's guidance, WBC's first truly national effort along these lines was held in late February 1957, when the group in- vited representatives of the entire broadcasting industry as well as gov- ernment ofhcials to a three-day Bos- ton Conference on local public serv- ice programming. The second such conference was just completed in Baltimore early this month. Underlying this interest, Mr. Mc- Gannon states, is the feeling that a local station should be an "integral part of the area it serves." He says, "Broadcasting is most effective on stations that have earned the respect and confidence of the communities they serve." Mr. McGannon's link with com- munity affairs stems to a large de- gree from his training as a lawyer. After World War II service as an Army major in the Aleutian Islands and Alaska, Mr. McGannon prac- ticed law in New^ York and Norwalk, Conn. He then entered broadcast- ing and from 1952 to 1955 served with the DuMont Television Net- work as an executive and as general manager of the DuMont owned and operated stations. He joined WBC in January 1955 as vice president and general execu- tive and was named president the following November. Born in New York in 1920, Mr. McGannon re- ceived a Bachelor of Arts degree from Fordham College in 1940 and later a Bachelor of Laws degree from Fordham Law School. His alma mater took cognizance of his contributions to broadcasting in 1956 by saluting him as the Ford- ham alumnus who had contributed most to the communications arts during 1955. WBC's increasing interest in pub- lic service activity has reached inter- national proportions. Through its sponsorship, American jazz artist Benny Goodman will present a series of concerts at the World's Fair at Brussels at the end of May. Under Mr. McGannon's direction, several important awards have ac- crued to WBC. Among these are: the School Bell Award, special cita- tion by the Institute for Education by Radio & Television at Ohio State University, and awards from the Thomas Alva Edison and American Heritage Foundations. • • • TOLEDO'S FIRST RADIO STATION , , , since 1921 • I IKul ^^ audience ratings since 1921 • ilKol ^^ coverage since 1921 Check any audience survey since 1921 CALL ANY KATZ AGENCY OFFICE ^ RADIO Toledo, Ohio IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH^ WATCH THIS SPOT! Take a close look at the Topeka market . . . and you'll like what you find. WREN delivers 42 per cent of all Topeka homes every single day. And WREN gives you the whole market at a reasonable price. Check with George P. Hollingbery and see why WREN is your best Topeka buy. 5000 WATTS • TOPEKA, KANSAS U. S. RADIO March 1958 11 * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK LETTERS TO THE EDITOR Ratings Dr. E. I.. Dcckingcr, vice president in diarge of media, Grey Advertising, has written a very fine piece and is to be commended (January 1958). I do want to take exception with one oi his major conclusions — that [ratings firms J have made absolutclv no progress [in audi- ence measiiremtiit I in the last eight vcars. I should like to point out that in ilif past eight years Pulse has contrib- uted significant methods and facts to an extent beyond aii\ dollars and cents e\aluatioii. .Specificalh. 1 should like lo i)oint out the following: measuremeiu of out-of- home radio audience: measurement of the fm radio audience; measurement of the post-midnight radio audience: quali- tative research on audience composition going beyond sex delineation into such things as occupation, economic status. I.iun'ly si/e. product purchase, attitude lowards products and brands; circulation measurement on an annual basis em- ploying adequate techniques, and area surveys encompassing the total coverage area of the station and presenting cjuarter-hour ratings and homes de- livered. Most of the research is done ior incli- \iclual clients, for the solution of specific problems, and thus receives no "wide- spread distribution. Sydney Roslow Direcfor The Pulie Inc. New York 1 In particular emphasis that we were tr\ing to make was not in any way a criticism of the ratings people, of which [Pulse is] certainly an important repre- sentative. By and large they have shown imagination, originalit\ and a willing- ness to do new things. We were directing our observations largely at the advertisers and the agen- cies, and probably to some extent to the broadcasters. It is from thein that the incentive for improvements should come. 1 hey have to pay for any experimental work (except for that which you and the other ratings people ... in the interest of research progress, can and are willing lo finance out of your own pockets). E. L. Deckinger Vice President Grey Advertising New York Robert Hall I think you handled the article on Robert Hall very well (February 1958). My only suggestion would have been to caption the story "Robert Hall Reaches the Family on Wheels," instead of the "Man on Wheels." Robert W. Weisenberg Advertising Director Robert Hall Clothes New York Satisfied Customer We think the Ray-O A'ac Co. has had unusual success with its spot radio ad- vertising, and maybe \ou will think so too after looking o\er the entlosecl clip- pings and materials. The thing that has ama/ed us the most is the eiuhusiastic and outstanding way the stations have cooperated in helping to merchandise oin- schedule. If you think this might be a suitable subject for an article in u. s. radio we'd be happy to put together complete details on how "Ray-0-\'ac Gets Extra Mileage From Its Spot Radio Advertising." Arthur R. Karstaedt Customer Relations Manager Ray-O-Vac Co. Madison, Wise. Canadian Ratings Must compliment you on the excellent production of editorial content. J. Myles Leckie Vice President Elliott-Haynes Ltd. Toronto Department Store I think you missed a point of the M. E. Hlatt story (Station /.«";. February 19,-j8). Blatt's was the first large department store in any area to use radio heavily and, because of this, the old Broadcast .\dvertising Bureau publicized it widely, as did the National Retail Dry Goods Association. The fact that they have returned to the medium is important news. The fact that they are on 19 times a day is equally important. Jerome Sill President y/FPG Atlantic City, N. J. Need Filled Your fine magazine is filling a long felt need in the radio broadcasting industry. J. Paul McCaslin Manager KfPW Fort Smith, Ark. We at WAET were most happy to see V. s. RADIO appear on the scene. We find it interesting and gratifying reading. L. Y, Laughinghouse Continuity Director WALT Tampa, Fla. 12 U. S. RADIO March 1958 AHER DARK with ROGER CARTER WEEK NIGHTS 10»> PM Radio for GrownUps of ALL AGES WGAR DIAL ■_.■ />•' • • ■■-ITT-^, 2i PAINESVILLE LORAIN CLEVELAND jibsHu. AKRON WOOSTER CANTON NEW PHILADELPHIA ^^m STEUBENVILLE We offer you a large share of Northeastern Ohio's buying audience You reach Northeastern Ohio's buying audience through WGAR. Because WGAR surrounds your commercials with radio entertainment that appeals to grown-ups ... of all ages. For example, WGAR presents "After Dark," a program of the finest in popular and semiclassical music, each week night from 10:30 p.m. to 1:00 a.m. It's one of Northeastern Ohio's most popular nighttime shows . . . hosted by Roger Carter, who stacks his records with discriminat- ing taste — for those who appreciate top-notch musical programming. WGAR maintains this policy in all its programming . . . variety shows . . . complete news coverage . . . good music . . . drama . . . featuring per- formers from top CBS talent. So reach your real buying audience "through WGAR. Radio for grown-ups ... of all ages WGAR DIAL I220 U. S. RADIO March 1958 13 More different people listen to Program PM than to any other program .^ at any time on any other ^ Boston radio station. f WBZ+WBZA BOSTON + SPRINGFIELD Program PM: 8-10 p.m., nightly *A. C. Nielsen 4-week cum., Oct.-Nov, 1957 •Pf- ^.5. RADIO • MARCH 1958 SETS IN USE RATINGS MONDAY THRU FRIDAY 6 P.M. TO 12 A.M. Summertime 18.6 16.4 17.8 19.3 18.2 21.9 Source: Pulse figures. Dialing ATLANTA PHILADELPHIA BOSTON CHICAGO PITTSBURGH CLEVELAND Wintertime m. i^S. I2J_ iM. JM. JAJL te . ^MiikM H ft i m^ V fJ ^mm • 1 'SH Affer Daric Advertiser interest is being spurred by new evidence on total listening and low cost figures M II tl «iiilil •• •• ■^ft ■Sm' Nighttime radio — loiced to reside in the dark with- out attention in recent years — is beginning to attract adver- tiser interest once more. Dialing after dark has been a grow- ing development on the local scene for some time. Retailers have found the nighttime vehicle a potent sales weapon, with the evidence just be- ginning to get back to national radio buyers. During a seven-day week, total nighttime listening reaches a stag- gering 37.1 million homes. About 29.7 million of these accoimt for in- home listening. From city-lo-city, the story is simi- lar: nighttime ratings are substantial enough to indicate a loyal and con- tinuous following each evening. In many cases, these ratings are not very far below daytime figures, with the difference narrowing nn the ^veck end. Sets in Use In Cleveland, for example, the to- tal sets-in-use rating last June to July, Monday to Friday, came to 2.3.7 from 6 a.m. to noon; 26, noon to f) p.m., and 21.9, 0 p.m. to midnight. (Pulse figures.) There is also a mounting list of local advertisers who are using night- time radio and are proving the sound medium's effectiveness at this time of the day. National advertisers are beginning to bite also. ^Vestinghouse Broad- casting Co., which last summer started a new two-hour nighttime for- mat called Program PM on its own radio stations, reports that in the past 40 days more than 15 new na- tional accounts have signed for segments. One of the national agencies that has consistently demonstrated its faith in nighttime radio's pulling power has been Cunningham & Walsh Inc., New York. A C&W actount, Texaco, devotes about one third of its radio budget AVERAGE QUARTER HOUR METRO HOMES DELIVERED 6 P.M.- 12 MIDNIGHT, MON.-FRI. NEW YORK Leading Radio Station 128,930 3 N.Y. Tv Stations 151,000 each Source: Adam Young, Inc. LOS ANGELES Leading Radio Station 62.095 1 L.A. Tv Station 68,588 I to niglutime. Another one third goes to weekend radio and the l)al- ance is spent during peak traffic limes. Some of the advantages of evening radio are summed u]) by Jerry Sprague, chief timcbuyer for CR:W: "Tiie aucUcnce is substantial, male listening is proportionately higher than at other times of the day and rates are lower," Mr. Sprague states. 'There appears to be a trend to- ward increased use of nighttime radio at our agency," he continues. As to why he thinks some agen- cies are not making greater use of nighttime, Mr. Sjjrague comments, "It's difficult to speak for other agen- cies, but it would appear that many are reluctant to change their think- ing in the light of new evidence." A nighttime buy also stacks up well when examined in the light of that favorite tool of agency media buyers, cost-per-thousand. In many cases the increase in cost of night- time over daytime is not great; in some cases it is even lower. A special analysis of the top 10 markets by Adam Young Inc., New York, shows that nighttime c-p-t averages ordy 12 jjerccnt higher than daytime on the top-rated station in each market. (Daytiiiu- is defined as 6 a.m. to 6 p.m.) Increased Coverage 111 this analysis, no consideration v.as given to coverage outside the metropolitan area. With many sta- tions having increased coverage at night, the actual c-p-t at this time would l)e even lower. Some of the cities where cost-per- thousand homes delivered is lower at riglu than during the day are; New York, 09 cents to 81 cents; Philadel- phia, Pa., .'iil.07 to $1.1.3; Pittsburgh, Pa., $2.31 to $2.56, and St. Louis, Mo., $1.06 to $1.25. In other cities the c-p-t on the top- rated station is only slightly higher at night than during the day: Chi- cago, 56 cents to 43 cents; Los An- 16 U. S. RADIO • March 1958 Nighttime Costs Are Low Cost Per Thousand Homes Delivered Day Night New York $ .81 $ .69 Chicago .43 .56 Los Angeles .50 .77 Philadelphia 1.13 1.07 Detroit 1.16 1.17 Boston 1.14 1.33 Pittsburgh 2.56 2.31 St. Louis 1.25 1.06 Washington 2.01 2.54 San Francisco .77 1.15 ''Based on leading radio station, minute rate. Radio Cost Families Pe r Minute 6:30-9 A.M. 786,61 1 80c 6 -10 P.M. 650,511 73c Cost $628.74 $475.71 Source: PGW study of 23 markets; one-minute, 260-time rate. geles, 77 cents to 50 cents, and De- troit, $1.17 to $1.16. Further evidence of nighttime's favorable cost situation comes from Peters, Griffin, Woodward Inc., sta- tion representative, which did a cost Slavey in 23 markets. It showeci that in these markets the cost per minute is actually lower at night than dur- ing the day. The report declares that the cost from 6 to 10 p.m. is 73 cents, while from 6:30 to 9 a.m. it is 80 cents. Using the yardstick of the top- rated radio station, the number of metropolitan homes delivered on an average quarter-hour basis, Mon- day through Friday, 6 p.m. to mid- night, shows up fairly well when compared to possible television buys. In New York, the number of metro radio homes delivered is 128,- 930, compared witli 151,000 for each of three tv stations. And in Los An- geles, the number of radio homes is 62,095, compared with 68,588 for one tv station there. Tlie increase in radio listening in television homes is a point that was confirmed in the latest Videotown study, conducted annually by Cun- ningham & Walsh. The study, re- leased last December, showed that evening radio tune-in is definitely on the rise. In 1951, when tv struck its hardest blow at what was then radio's choicest time, radio listening in tv homes accounted for only five percent of the people. Since then, there has been a gradual return to listening. In 1952, eight percent of the people in tv homes listened dur- ing weekday evenings; 1953, nine percent; 1954, 10 percent; 1955, 10 percent; 1956, 12 percent and 1957, 16 percent. In the light of modern saturation buying practices by national agen- cies, nighttime radio has much to offer because of a relatively high sets-in-use figure for each market. Last November-December, sets-in- use lating in Atlanta from 6 p.m. to midnight came to 18.3, Monday through Friday. In Los Angeles, the same figure for last January to Feb- ruary was 19.5. But more than just quantity, there is considerable evidence to show that the audience that dials after dark has certain qualitative aspects of in- terest to the advertiser. The reason for this is two- fold: first, the per- centage of male listening is high at night and second, the trend in night- lime programming today is towards public affairs and news-and-informa- tion shows which attract an audience that is listening attentivelv. Audience Quality A study by NBC Spot Sales shows that there is a remarkable similarity between the quality of the davtime and nighttime audience. Examining such points as socio-economic level and educational achievement, the study reveals that the difference be- t^veen the two audiences is extremely negligible. The survey was conducted (Cont'd on p. 50) U. S. RADIO • March 1958 17 Rambler i American Motors credits weekend plan with sales gains. Spends $450,000 in network radio \ \U//' Get more miles to the gallon . . . "Rambler set a new, official Woscor record . . . over 35 miles per gallon." Excerpts from radio copy Save time, trouble and headaches . . . "Rambler parks and handles easier than any other car made in America." Don't buy a garage crowder . . get "Real good looks on a 100-inch wheelbase." U. S. RADIO • March 1958 i Buys Radio's Economy What sort of sling shot does it take for a 20th century David to wound three goli- aths from Detroit? As recently as two years ago this was the question that the automo- tive industry's fourth-place manu- facturer had to lick. Faced with a burgeoning debt from consolidation, a limited advertising budget and a mark to make in America's most fiercely competitive industry, Amer- ican Motors set out to prove that "you don't need to be the biggest to be the best." AM pondered many possibilities in an effort to maintain national ad- vertising penetration. It finally de- cided to divert a portion of its budg- et to network radio on a weekend program plan. The decision to chan- nel $450,000 per year into network radio— at the rate of $8,500 per week- Avoid the big car bill nightmare . . . 'Set European small car economy . . . with American big car comfort." end— represented a major change in AM advertising policy and a three- fold increase in funds previously allotted to the senior air medium. As 1958 moves into high gear, the car company can chalk up nearly 200,000 new Rambler owners "who have been convinced in the last two years that they do get the best for their money with a Rambler." More- over, AM showed a $5 million profit for the first quarter of the 1957-58 fiscal year — the first profit since 1955. NBC's weekend Monitor — slated for the $450,000 slice of AM's adver- tising budget this year — can hang up a new plaque, just received from their automotive sponsor, citing the program for "exceptional ingenuity and resourcefulness in radio adver- tising." The award citation con- tinues, "Be it hereby acknowledged that Monitor was one of the impor- tant factors in placing Rambler sales 81 percent ahead of this date last year." Although Rambler had been in radio on an irregular spot basis since 1950, "we were looking for a way in 1956 to reach the most prospective Rambler buyers at the least possible cost," according to E. B. Brogan, AM's advertising manager. "With a limited budget it is very difficult to gain frequency of impact, but network radio in general, and Moni- tor in particular, looked as though they would give us the most for our money." AM and their agency, Geyer .Ad- vertising Inc., New York, put most of their radio eggs in this basket be- cause they felt the weekend time slot was ideal for car advertising. According to Ray J. Mauer, Geyer vice president and assistant creative director in charge of radio-tv, "Car radio listeners not only make up a sizeable audience but also a most re- ceptive, psychologically conditioned audience. What better time could you approach a prospect about a new car than Avhen he is driving his old one?" (Monitor claims that in the stimmer 45 percent of its audience is car-borne and in the winter 30 per- cent of its listeners are on wheels.) Mr. Mauer also points out that "not only does the great mobile audience listen to the program, hut so does the great outdoor audience. Wherever I go on a weekend it goes with me — even out to sea on my sailboat. "American Motors chose Monitor for another reason, too," Mr. .Mauer states. "Its format forsook the idea of fixed time slots of 15, 30 or 60 min- utes. It came up with a kaleidoscope of three to five-minute segments. "People don't look to radio for lengthy programs as they used to before tv fulfilled that function. We believed that more people would tune in Monitor both because of its varied, short segments and because, quite frankly, it was on the air all the time. People almost have to hear U. S. RADIO March 1958 19 it at some time over the weekend, if they're going to listen to the radio at all." According to AM's Mr. Brogan. "Each weekend we spend S8,50() in radio. How do we know ^\•e're getting om- money's worth? One weekend we advertised on Monitor — and in no other media — that listeners coidd get from Rambler dealers a gadget to measure gas con- sumption on their jiresent car, and compare it to a Rambler's gas con- sinnption. Our dealers all over the country were so swamped with re- quests for the 'iMile-O-Dial' that \\c coiddn't begin to meet the demand. Thousands of persons were pidled into our showrooms as a residt of the promotion. Now, in our opinion, if you can cause this or anything else to happen all over the coiuitry for only S8. ')()() you have a good buy." While economy was the motive behind AM's original interest in net- work radio, Mr. Brogan now says. "Regardless of how much budget wc might have available, we would always regard the Monitor buy as a very, \ery fine one. In no other medium could we get so merchan- diseable an advertising program for a similar expenditure. Were we to have a larger budget, our experience with network radio woidd lead us to intensity what we are doing now." What AM does now is to air 20-22 announccmcnis each weekend on a co-sponsorship of five-minute nc^vs casts. Minute and half-minute (oni mercials alternate. Often some of AM's 2.,S()() dealers band together I()(all\ lo buy spot adjacencies to the p.ircni (omjjany connnercials. (The dealers are on their own as far as advertising goes, and may choose the media they think wil! result in most sales in their areas. Geyer provides suggesti'd (opv as well as (ertaiu (ounseling.) The car (()in|)an\ and its agency emphasi/e the importance of mer- chandising promotions that can be tied in with their national sponsor- ship as a bcxjst for their dealers throughout the countrv. "Although bv all ordinary stand- ards, .\merican Motors is a big advertiser," Mr. Brogan says, "the inmiense size of cjur competitors' budget — the sheer weight of their advertising — makes it cloublv im- portant for us to be aljle to take advantage immediately of every sales opportunity. "The very lust time wc were on Monitor in 1956 on a trial basis we bought into the program tc5 publi- cize oiM coast-to-coast economy rim," Mr. Brogan says. "We ran a car from Los Angeles to New York to illustrate how much mileage you get to a gallon of gas in a Rambler. All weekend we l)roadcast a play-by- play report of the progress of the car. People actually began to line E. B. Brogan, AM's ad manager. Ray J. Mauer, Geyer vice pres. up and wait for us to come into the next town." (ieyer's Ray ^^auer adds, "We did the same sort of thing again last year, ruiniing from Winipeg in Canada to Monterev. Mexico, and again Mon- itor treated it as a news feature. When the car got caught in the Texas floods the water was up to the floor boards, but the Rambler kept going and made it to Monterey, getting a terrific amount of mileage to the gallon in spite of rough going. This is the kind of on-the- spot promotion it's hard to get in any other medium and it gives our advertising the flavor of the news we sponsor." [list as radio's economy sold AM, so the Rambler's economy is selling the public. One of AM's biggest conunercial sales points on radio has i)een the relatively small anioimt of money the company claims it takes to run and keep up a Rambler. "Get American big-car room and ccjmfort. Gel luiropean small-car economy and handling ease. Get the best of both ... go Rambler!" has been one of AM's most successful radio slogans and, indeed, was the concept Ijehind American Motors revival of the Rambler in 1950. Geyer has been stressing the com- pac t car concept in its commercials since the Rambler lines were intro- duced, and has sub-divided this con- cept into the fcjllowing major selling points for its radio ccjmmercials: • More maneuverability — easier to handle and park. • More miles to the gallon than any other car made in America. • interior roominess compared with exterior compactness. • Safety (single-unit construction). "In selling Rambler's advantages to radio listeners we use a commer- cial format that is packed with 'pain- less' sell," Mr. Mauer explains. "The framework consists of powerful but pleasant appeals, on to which we weave the most persuasive and hard- boiled sales psychology we can. The 20 U. S. RADIO • March 1958 American Motors and NBC mark a year of successful teannwork with the car company's citation to Monitor. Fred W. Adams, director of automotive advertising, holds plaque for "Miss Monitor" and Al Capstaff, the program's executive producer. lormat has been extremely successful in other media as well. Personalities who make this format come off in ra- dio include: Ben Grauer, Morgan Beatty, Teddi Thurman, 'Miss Moni- tor,' Eddie Lawrence, 'The Old Phil- osopher,' and Arnold Stang. Right now our commercials are done by Al Pierce as 'Elmer Blurt, the world's lowest pressine salesman.' " The agency makes good use of humor. Eddie Lawrence's spoofing of the big-car concept has brought in floods of fan letters, Geyer reports. "In a market ready for a compact car," Mr. Brogan states, "our use of Monitor has enabled us to present our sales message with consistent fre- quency and effectiveness." Since the company has a rather complex, dual message to get across to the public— small-car economy, big-car comfort, and the only car to give both — "radio has given us ample time to expound this concept," Mr. Brogan declares. "We get the advantages of the extra product identification of opening and closing billboards. We get prestige as the provider of a desired and valuable news service, and merchandiseable coverage of vir- tually the entire country at a very low cost." Although the present Rambler's compact size is something new in both the American big-car picture and in commercial sales pitches, the Rambler itself has a tradition as old as the automotive industry. The company claims that the Rambler was the world's second mass-produced car. The first model was offered to the public in 1902. Even then it was known for its econ- omy. The Motor World, on March 6, 1902, reported, "Here is rare value for the money." The Rambler name on the early models soon gave place to that of its inventor, Thomas B. Jeffery, and Jeffery cars travelled America's roads until Charles W. Nash bought the Jeffery Co., after retiring as presi- dent of General Motors in 1916. In the fall of 1917 the first Nash rolled off the assembly line. Nash Motors manufactvned Nashes and LaFayettes (having purchased that firm in 1924) . In 1936 the auto- mobile company and the Kelvinator appliance company merged to be- come the Nash-Kelvinator Corp. Geyer, who had had the Kelvina- tor account for several years, then acquired the Nash car business, and later the Metropolitan and Rambler business when the latter name was revived in 1950. Four years later Nash-Kelvinator bought the Hudson Motor Car Co. to become American Motors. The Nash and Hudson lines have now been discontinued, and Ameri- can Motors is producing four Ram- bler series, plus the smaller Metro- politan, which is made in England to AM specifications. All of the Ramblers take their luvn in Monitor commericals. "All told, our experience with net- work radio has been rather exiting," Mr. Brogan concludes. "We like Avhat we've got, and we'd like to have a lot more of it." • • • U. S. RADIO • March 1958 21 Inyestment broker has been in radio since 7937, Now devotes 55 percent of budget to medium How Baclie In 19:^1, when Bache & Co., New V'oik, placed its first announcement over WGY Schenectady, N. \., noljocly tliought that it would take 20 years lor the company to fuul the proper radio format. "It not only took all that time," says Henry Gellerman, advertising director of the investment firm, "but quite a lot of money and man hours. 7 he format we finally hit upon must be the right one, liowever, as it's been copied pretty much around the country." The format since 1952 has been simply a five-minute program of market news with integrated com- mercials. And six stations aroimd the (ountry earn $250,000 — or more than 50 percent of Bache's total ad budget — from the series. This year, Bache plans a 12 percent rise in its radio budget to put the five-minute sliows on stations in more of the 60 cities where it has branch offices. "Before 1952 we had been spon- soring general information and en- tertainment programs," says Mr. Gellerman, "but we found that as far as investment was concerned, certain personalities produced a great deal of mail but not much business. Clearly, we had to find another approach." The Bache f>eople took the prob- lem to their agency, Albert Frank- Ciuenther Law Inc., New York, and together the new approach was worked out. "Our problem," says Robert W. Day, the agency's vice president in charge of radio and tv, "was to reach people seriously interested in invest- ing. We solved this in two ways: \)y using a good music station and by setting up our own program and putting it on mail-pull stations." The Bache market report is now carried over WOR New York, WFIL Philadelphia, Pa., WGN Chicago, WOAI San Antonio, Tex., and KNX Los Angeles — plus spots on WQXR New York. The stations were chosen by virtue of program adjacencies, among other things, states Mr. Day. "The important departure here was setting up oiu- own program 22 U. S. RADIO • March 1958 and, in a sense, culling out the curiosity seekers by the very nature of the program. In other words, by presenting a program for people interested in financial news and nothing else — people whose interest could be converted into eventual business — we virtually preselected our audience." Along with how to present market news, the question of when had been an enigma. "The selection of proper time slots," says Howard C. Liebl, agency vice president and Bache account sup>ervisor, "was an impor- tant part of this operation. "Our type of commercial is only effective when the listener has the chance to sit down and write. For instance, we found in tests on the West Coast that using radio for our type of business while people are in their automobiles is a complete waste. Offer the driver a cold drink on a hot day and he'll stop his car. But he's not about to stop to write for investment information." Mr. Liebl points out that each program is geared to the best avail- able time in each citv, with the news content teletyped from New York. San Antonio hears the report at 5:30 p.m., Philadelphia at 6:15 p.m., Cleveland and Chicago at 6:25 p.m., and New York at 7:15 p.m. All of the above are local times. "The one exception is our KNX Los Angeles broadcast," Mr. Liebl reveals. "When the market opens in New York it's 7 a.m. on the West Coast, so we give them a morning show at 7:30, featuring opening quo- tations." Bache's expanding use of radio is seconded by Albert Frank-Guenther Law, an agency whose faith in radio is indicated by a planned 100 per- cent hike in radio billings in 1958 over 1957. "We are so keen on radio," says Henry Gellerman, Bache ad director. Robert W. Day, agency radio v. p. Howard C. Liebl, v.p.-acct p.-acct. supv. U. S. RADIO March 1958 23 Radio Inquiries All of the interest generated l)y the ratlio mar- ket reports ^voulcl be Avasted without proper follow-up. With telephone calls to Rac he repre- sentatives reaching as many as 100 within 20 minutes after broadcasts and mail iiupiiries vary- ing from 500 to 2,000 per week, the customer relations deparinient esiai)lishes immediate per- sonal ( ()iil;u I. Anneliese Quilit/, head of the department, esti- mates that an average of 7.1 percent of the leads are converted into business. "Research opinion on individual stocks and portfolios are offered free to listeners," says Miss Quilit/. "All Haclie facilities are offered in ( overing letters and c ards." Many case histories in the files of the depart- ment attest to the credibility and pidling power of the broadcasts. Recent contacts have included everything from an investor who transferred .S230,000 in securities to Bache after hearing the programs, to a 10-year-old boy who wiote lor enough information to get on a cpii/ |)rograni. Last summer, a lady listener contacted Hache and began investing on a small scale. Six months later she revealed her complete portfolio amount- ing to almost $500,000. The trust officers at her bank will meet soon with a Bache representative. The WOR New York show c hanged the finan- cial outlook of a New Jersev listener, wluj origi- nally contacted Bache by postcard. He had been in the market several times since 1907 but, be- cause of some bad experienc es, considered brokers to be "a bimch of fakers." Within three months, a Bache representative had a S50,000 customer, $40,000 of which had been kept in safe deposit boxes throughout the metropolitan area "in case of atomic attack." One listener enjoyed the broadcasts so much that, while reluctant to leave his own broker, recommended his friend who opened an account with orders amounting to .S45,000. "These are all colorfid examples, of course," says Miss Quilitz, "but the important measure of the broadcast's pulling-poAver is the thousands of inquiries from people who will become small, steady investors." 24 Mr. Day, "because of its great flexi- bility in program content. Ycju can't beat radio for creating the proper atmosphere and setting in which to integrate your commercials. "The flexibility actually makes some of the shows dramatic. For example, if the Federal Reserve comes out with a statement that will effect the market tomorrow, in a matter of minutes we can not only change the news content but the commercial copy as well. "For an advertiser with a service," Mr. Day claims, "radio's got it all over tv, because the latter does not offer to that advertiser anything that is needed visually. And radio on a cost-per-thousand basis and in terms of mail-pulling is far stronger." As far as the commercial copy is concerned, Bache feels that whatever advice it gives the listener, the abso- lute truth must be told. "The ele- ment of risk must be stressed along U. S. RADIO • M.iTch 1958 Bache market reporter Henry Gladstone interviews (left to right) Harold A. Bache, president of the firm; Edward McCormick, president of the American Stock Exchange, and G. Keith Funston, president of the New York Stock Exchange, as a special feature of the investment news show. with the possible returns," Mr. Gel- lerman asserts. The credit for Bache's original jjkinge into radio belongs to A. Charles Schwartz, partner in charge ot the company's public relations department. "Radio," says Mr. Schwartz, "es- tablislies an immediate contact be- tween the sponsor and the potential customer to a greater degree than any other medium; and, also, be- cause it performs an important edu- cational and public service. Business- wise, the results have pro\en us right." The results, according to Mr. Day, are "incredible." Inquiries directly attributable to radio, he reveals, "have exceeded even those through the New York Times in overall re- sults in New- York. And by results. I mean business." The agency estimates that since May 1952. a whopping 165,000 re- plies have been received to offers of various investment material. "It's safe to assume," states Mr. Liebl, "that many of these people are now clients of Bache." In 1957, inquiries increased on a national average of 80 per week over 1956 in the face of a poor market. 1956 inquiries were more than 40 per w'eek over 1955. "Of course, Avlien the stock market is on the rise and up on the front page," Mr. Liebl points out, "we naturallv get more interest in a financial program of this kind. AV'hen the market is really bad, it's the quality rather than the quantity of the commeixials that will get people interested." Although obviously pleased Avith radio, Bache's Gellerman voices some marked criticisms about the sound medium. "Radio could help itself," he says, "by eliminating a tendencv to oversell and h\ broaden- ing its research. "While searching for the proper stations and format," he notes, "we ran up against several problems along these lines. For instance, the representative firm which, in en- deavoring to get you on the air over- estimates its stations' pulling ability, is doing a disservice to the industry. Research Problem "Research is another problem. There is not enough effort made to study what program fits into what time period. W'e practically had to do our own research with the help of our agency to find the right sta- tions and format. "Let me stress, however, that radio has been terrific for us. We consider ourselves the first financial house ever to use radio, and our present programs have proved to deliver more productive leads per dollar than anv other media." • • • U. S. RADIO March 1958 25 to Trading WNEW $7,500,000 WDIA $1,000,000 WIND $3,800,000 Look Ahead KOWH $822,000 Station brokers anticipate actiye radio dealing. There are more buyers than sellers Willi 1957's lliiny in radio station trading behind them, station brokers are looking lor (lues to 1958 business in the light of the present national economy. Most of them, according to a u. s. RAUK) survey, are relatively optimistic over the outlook in trading for the year ahead. Some even pi edict a record year, while others believe that radio station trading will i)e just as active — no more, no less — than last year. Industry estimates on radio and tv station trading for 1958 approximate .$80 million. Some of the factors that enter into an analysis of future dealings are cited by the brokers surveyed. These are: • Station earnings. 26 U. S. RADIO • March 1958 WJAS $725,000 KQV $700,000 KRMG $700,000 WVDA $252,500 KGA $250,000 WMYR $250,000 WHOO $250,000 • Nominal investment needed tor radio. • More buyers than sellers in radio. • Stock market conditions. • Overall health of economy. • Tax laws. • Liberal radio station terms. Reasonable Buys The chief trading activity has been in radio recentlv because of the sreat expense of tv, one broker notes, and the fact that most large tv operations are in the hands of groups that have no inclination to sell. And, most important, because there are still good and reasonable buys in radio. The many people with a desire to invest in the industry, and $50,000 to $100,000 with which to do it, will buy radio. The greater number of stations, easier and more liberal terms, and more buyers make for a broader market. As for the economy, most brokers believe that value, to a great extent, depends on earnings, and that the market does not always determine value. "During our recent bear market," says William T. Stubblefield of Ham- ilton, Stubblefield, Twining & Asso- ciates, Washington, D. C, "the econ- omy of our country was worth just as much as when the market Avas at its peak. "The depressed market in no way reflected anv decrease in a station's value, because it had the same plant, the same real estate, the same equip- ment, towers, people, production; as a matter of fact, during this same 'depressed' time, retail sales in all goods and lines were setting new- records. "When the market is up," he con- tinues, "most broadcasters assume that their station is worth more be- cause of the increased stock values. We do not believe this to be true. ' Real Yardstick The real yardstick to the value of stations is earnings, as most buyers relate the price of a station to a mul- tiple of earnings. Of course, earn- ings in many cases reflect the state of the economy. U. S. RADIO • March 1958 27 trading "So far, and to oiii surprise," de- clares James lilackl)urn ol Blackburn & Co., Wasliingtoii, D. C^, "we have not noticed a change in the station trading market. Akhough business may be ofT generally, radio lias not been materially alTected by the shnnp." Howard E. Stark, New York sta- tion broker, agrees that radio has not yet felt the pinch, but predicts that any worsening in the general econo my will pass on to the sound mediimi. "There are still lots of potential buyers, and rates are still pretty low. But the recession hasn't scared any- one into selling his pro])ertv. Tight Money "It's really too taih lo lell how the state of the economy has affected the trading market," Mr. Stark savs. "As a matter of fact, the recent tight money policy hurt nioie than the present recession." Even more optimistic is Walter Grimes of Allen Kander & Co., Washington, who sees no change in the trading picture since last year. "We are just as active in radio today as we have ever been," he reports. "As of now, prices of stations have not come down, and I have not no- ticed a decline in buyers. There's no panic; there's no softening in sales of stations. Radio is still an even market." In seeking brokers' opinions as to what the overall 1958 trading pat- tern will be, II. s. RADIO ran into a divergence of opinion ranging from optimistic to cautious. Mr. Stubblefieid sees a steady rise in the jjrice of stations con(urrent with a rise in the economy over the next five years. "At the end of that time," he predicts, "there should be a great new boom — greater th.m that oi the past decade." Radio trading will i)e greater in 1958, according to Mr. Blackburn. "1 can't give any precise figures yet, but that's the way it looks so far. "I would say," he adds, "that most favorable radio jjroperties are as much in demand as ever. We ha\c far more ijotential ijuvers than sell- ers— panic II 111 1\ ill radio." As an example, .Mr. Hhukburn points to the Washington, 1). C, market. "There are 16 radio stations in the area, and they are all making money. That hasn't always been the case." Ml. Griiiits, although positive th.it 'radio will improve and will con- tinue to grow at about the same rate as it has maintained in the past few years," is wary of a prediction for 1958. "I cannot estimate the extent of this year's trading. It depends en- tirely on whether top stations in ma- jor markets fhaiige hands." Too Early to Tell .\lso keeping big station sales in mind, Mr. Stark is less hopeful about another peak year in station trading. "It is, of course, too early to tell," he says, "but it is possible that vol- ume in station trading may not be as big as in 1957. First of all, there are just not enough good properties left. Secondlv, there may be some reluc- tance on the part of buyers — who A^ould be more aware of an economic pinch. r>ui the econoiin hasn't hurt trading yet. " Mr. Stark iiulicales that although these conditions would slow top-sta- tion tiading, "smaller stations, sell- ing for less than $1()(),00(), will not be afiected at all. Business will be just as brisk heie." Tax Problem Aiiotliei problem bearing on the Hading maiket is tax regulation. At present theie is a government pro- posal to disallow depreciation of net- work contracts. " This is one of the most oft-asked questions of our firm, " reports Mr. Stubblefieid, "and it is — or should be — one of the greatest concerns of broadcasting today. "In short, the Treasiuy Depart- ment has come up with a jirojjosal to disallow the capitalization and de- preciation of nctAvoik affiliation con- tracts. "The industry's position in depre- ciation of network contracts," ac- cording to .\Ir. Stubblefieid, "is not a plea for tax relief, but rather a full confirmation of nothing more than is right. "In our growing eccjnomy, our in- dustry must have these economic benefits that will enable oia- finan- cial picture to remain healthy and allow our industry, both ladio and tv, to continue to move and sell the goods and products that support the entire econcmiy of the nation." 28 U. S. RADIO March 1958 Another question often asked by potential buyers and sellers concerns the future of radio and tv from an economic standpoint. Mr. Stubble- field answers with six facts which, he claims, "almost assure the next boom." The boom, he states, will start aroiuid 1962 or 1963 after "steady growth for the next five years." And his reasons are these: "First, the extra high birth rate of the 1940's and 1950's, which will produce a population bulge of young men and women, ready to marry or just married, who will buy liomes— and homes make business. "Second, the momentum ol new- products and new ideas to keep up with these same people. "Third, the rise in total goods and services that statistically is measur- able with this gross national product. "Fourth, and perhaps most impor- tant, the government policy which is true in both major parties: the fact that they are committed mainly and fully to full employment. "Fifth (a little bit of a bad note), continued inflation and ever higher prices. "Sixth, population. Where we to- day have 171 million people, in 25 years we will have 250 million, or 40 percent more than today. "All of which leads us to believe that prices of radio and tv stations will continue to increase with the general economv." • • • Station Trading .Vniong the radio stations sold in 1957 were: WNEW NEW YORK WIND CHICAGO WDIA MEMPHIS, TENN. KO^Af H OMAHA, NEB. WJAS PITTSBURGH, PA. (am, fm) KQV PITTSBURGH. PA. KRMG TULSA, OKLA. KWFT WICHITA FALLS, TEX. WVDA BOSTON KGA SPOKANE, WASH. WMYR NEW ORLEANS, LA. WHOO ORLANDO, FLA. (am, f m i KREIVI SPOKANE, WASH. POCATELLO, IDA. WTIVIV E. ST. LOUIS, ILL KITO SAN BERNARDINO, CAL $7,500,000 - 3,800,000 - 1 ,000,000 - 822,000 725,000 700,000 700,000 300,000 252,000 250,000 250,000 250,000 225,000 213,362 212,500 200,000 * Largest individual radio station sale on record. U. S. RADIO Afarch 1958 29 James M. Seward, exec. v. p. One of a series in an analysis Of network programming and sales I Arthur H. Hayes, president. Lou Hausman, advertising v. p. John J. Karol, sales vice pres. Backs Traditional Program Format Network claims it reaches the 'attentive ear.' Last quarter showed 56 percent increase above 7956 30 U. S. RADIO • March 1958 Ill an era that has seen sev- eral changes in network pro- gTamming practices, CBS Ra- dio continues to play the role of the traditionalist. "We have not given up the idea of programming programs," Lou Haus- man, vice president in charge of ad- vertising and promotion, explains. Within this format, however, CBS Radio has remained flexible and has allowed for the changing require- ments of networking. This has in- cluded a host of new programs as well as new approaches to sales problems. Having fought an up-hill battle against the declining network reve- nues of the early 1950's, CBS Radio refused to desert the concept that people listen to radio for programs. For many years this meant carry- ing shows on a sustaining basis. The corner was finally turned in 1957 when CBS Radio revenue went up for the first time since 1950. The in- crease registered was both in dollars and in the number of sponsored quarter hours. The last quarter of 1957 also was 56 percent ahead of the previous year. It is estimated that 1957 total revenue approached $35 million. The 1957 increases bolster CBS Radio's position as the network lead- er in sales volume. New Sponsor Plans In the past two years, the great majority of sales has been accom- plished through new sponsor plans that are based on the idea of seg- mented selling. For while CBS Ra- dio has been programming in the traditional form, it has been com- pelled to make its wares more flexible for the advertiser. This flexibility adds up to providing the sponsor with greater net reach for each ad- vertising dollar. One of the chief plans along these lines is called Impact. It provides the advertiser with a chance to spread his dollar across the network week during the night and on week- ends by buying five-minute segments of programs that contain one minute of commercial time. The idea for this actually goes back to 1951 when two sponsors of daytime serials decided to split their programs into 2 seven and one-half Freeman Gosden (left) and Charles Correll, 'Amos n Andy' for 30 years. Arthur Godfrey on his radio-only show. Julie Stevens and Dave Gothard in 'The Romance of Helen Trent.' Jules Dundes William Schudt, sta v.p. Howard Barnes, program v.p. luiiiute )jeii(Hls .md alifniait' tluii sponsorshi|j. It is intciesting to note that CBS Radio's daytime serial dramas are still purchased today in these seven and one-hall miiuiie st;^- ments, allowing one and one-hall minutes lor commercial time each. For the Impact plan, there are 2() jjrograms available — 22 (m Satmclay and Simday and loiu- Mondax through Friday, 7:05 to 9:25 p.m. II an achertiser bought an entire sched- ule ol five-minute segments, C.WS Radio claims, he woidd reach 10 million tlifferent families. ^5.2 times each, lor a total of .Sl.f) million com mercial minute family impressions. The cost would be 520,800. or (i(i cents per thousand families. Last vear was an impoitaiu one for the network, and the feeling is that 1958 will be even brighter. .Some of the elements that enter into this arc outlined l)y .Artluu" Hull Haves, president of CHS Radio. When advertisers left network ra- dio it was not because of a lack of \alue, he says. One of the reasons is that buving network radio simpU went out of fashion. Now that ad vertisers are beginning to look around once more thev are finding the \alue that was always tliere. .Vnother lactor Mr. Hayes cites has been "aggressi\e selling" on the part of the network that has sparked new advertiser interest. Cr>S Radio also emphasizes that through the very lean years it didn't let its pro- grams fall by the wayside. This was done often at great cost to the net- work. Mr. Ha\es notes. 'Attentive Ear' A major point Mr. Hayes makes — and one that CBS Radio will be talk- ing about for manv months to come — is that his network's programming is beamed to the "attentive ear." By this, the network refers to certain qualitative aspects of its listening audience and the point that such listening is selective. This concern for the "attentive ear" prompted CBS Radio to do a motivational analysis study to meas- ure certain cpialitative dimensions of a station. One of the results of the survey, CBS claims, is that its >tations had considerable authority and believability in the minds of its listeners. The sludv was (onduclcd by iMf)ti- \ational Analysis Inc. under the guidance ol |ules Dundes, CBS Ra- dio vice president in charge of sta- tion administration. The analysis iuNolved six cities where CBS owns stations. .V total ol 1,202 peo[)lc were cov- ered in the interviews, which lasted for an lioin and one-half eadi. The sinvey was originally performed for management use. But since its pub- lication, Mr. Dundes notes, almost 1,000 agency and advertiser person- nel have seen a j)icsenlation based on the sludv. Deliberate Advertiser One area wheic CliS Radio is (on- fideni it is building for the future is in its appeal to the deliberate ad- vertiser— the sponsor who makes a buy only after careful screening of the advertising values as well as a comparison of alternate plans. Mr. Hayes slates that it is the deliber- ate advertiser who attracts others. He points to such sponsors as Chevrolet and Ford as indicative of this group. In fact, the network has more motor business signed now than it had in the pre-tv years. Mr. Hayes states, "When a maini- facturer like Chevrolet renews its news sponsorship again and again, you know he is buying value." One of the big cjuestions radio networks face today is trying to deter- mine the future scope of their opera- tions. "We are urging advertisers to get back to full sponsorship of pro- grams," John J. Karol, vice president in charge of sales, states. "Many advertisers are becoming aware that the framework of the pro- gram in which their commercial mes- sage is placed is an important factor. There's a great deal of 'sell' available through radio advertising for the company uliicli capitali/c^ on this." As a result ot the present squeeze on profits, Mr. Karol notes, many advertisers cannot make the long- term conmiitnients that are involved in use of other national media. "With the basic value that net- work radio offers, tliere is a tremend- ous opportunity loi us today." he declares. One of the great needs of radio today, Mr. Karol asserts, is to have creative people in advertising agen- cies who understand the potentiali- ties of the medium. As an example ot tlie way agencies can stimulate ideas, the CBS Radio vice jjresident points out that the J. ^V^^lter Thompson Co., New York, was instrumental in conceiving the Ford Road Show buy. And Erwin VVasey, Ruthrauff &: Ryan, Chicago, was largely responsible for the Peter Lind Hayes-Mary Healy program for A. E. Staley Manufacturing Co. The Peter and Mary Slum' originates from their home. Hard Selling Network radio today offers more tlian mere exposure, Mr. Hausman, advertising vice president, declares. "It's efficient and economical," lie says. "Advertisers are beginning to real- ize that they can use network radio for hard selling. This can be accom- plished through the use of reason- why copy." In promoting the network, Mr. Hausman states that the biggest chunk of the promotion budget is for daytime serials. Next in outlays is the news and public affairs opera- tion, followed by special pushes for a sponsor of a show. Actually, he states, the network has three primary areas that must be reached through promotion. These are: the public, the advertiser and the affiliate. In tlie field of progranuning, How- ard G. Barnes, vice president in charge of programming for the net- work, declares, "W'hat we try to achieve is the production of shows that are identifiable — programs with a beginning, a middle and an end." Mr. Barnes claims that according to a December ratings report 27 of the top 29 programs were on CBS Radio. The network prograumiing day is IMPACT bigger than the good old days UNDUPLICATED FAMILIES Jack Benny (19491950) 9 MILLION Impact (1957) 10 MILLION COMMERCIAL MINUTE FAMILY IMPRESSIONS Jack Benny (1949.1950) 23.6 MILLION Impact (1957) 3L6 MILLION divided into several types of slrows. The morning begins with news and tlien features personality programs to noon. From 12:15 to 2:45 is a solid block of daytime serials. These are follo^ved by personality sliows again, which run until early evening. After this are news and sports. The evening schedule is composed of strip programming and runs until mid- night. Amos 'n Andy kick off the latter segment, from 7:05 to 7:30 p.m. News Shows At many points ol the day there is news on the hour, -ivhich is spon- sored. In fact, CBS Radio presents weekly 130 newscasts plus 12 busi- ness news sliows. A current development in pro- gramming has been the conversion of the Arthur Godfrey daytime series into separate radio and tv versions. The move has been hailed by affili- ates, w-ho commended the action in a resolution: "This represents a real benefit and basic recognition of the unique values of the audio medi- um of network radio." One of the radio programming areas which is coming in for greater attention at CBS is the public affairs department of CBS News. This de- partment, headed by Irving Gitlin, contributed 600 half-hours of pro- gramming in 1957. This amounted to seven percent of the total schedule. Pui)lic affairs programming is get- ting a greater play today than ever, especially at nighttime. There is also a special effort on tlie sales side to gain sponsorship for these programs because of their gro\\ing appeal. Mr. Gitlin, who also liandles this type of programming for television, states that radio has several signifi- cant advantages. One suclr value is that radio has great anonymity in that many people will talk for a tape recorder but are reluctant to appear before a camera. Public affairs programming in radio, Mr. Gitlin states, has flexibility and can go anywhere. It is also low in cost and has speed. As a final advantage, Mr. Giibn says, it is easier to deal with an idea on radio. Radio-Only Project CBS News has recently started a special radio-only project called Ihiit 1. It is designed to produce pro- grams that will attract national at- tention and is based on the premise that "there has been a sharp increase of listener interest in programs of information on radio." The CBS Radio network is com- posed of 214 affiliates, of which 201 are in the continental limits of the U. S. The network states that 80 to 90 percent of sales are for the full line-up. In addition, CBS Radio notes that compensation for affiliates was higher in 1957 than in 1956. As compared \vith a decade ago when programs were sold by the half- hour or hour, the economics of pres- ent-day net^vorking have dictated a more flexible coinse. The primary approach to programming and sales at CBS Radio today is to make the network pure base easier to buv and to give the advertiser value.- • • • U. S. RADIO March 1958 Thinking Transistor PmU G. Gunihinner comments on radio today When I go to large lunch- eons and meetings for radio, I'm impressed bv seeing the preponderance of young people in the industry. My memory of the young days of radio encompasses the crystal set. And I recall our first family radio set. You had to be an engineer to pull in stations. There were at least half- a-dozen knobs to be twirled and ad- justed. In those days, boys wore knee pants and I graduated out of mine about the time we replaced the radio box and table with a big console set. Radio as a medium was evolving, too, out of the loud-speaker horn. We began to have networks, al- though a "big" buy was 10 or 15 stations. The console in the living room be- came the focal point for family en- tertainment. The programs were designed for group listening. Com- mercials were group commercials. Radio was general — to hold every- one's attention. And so it remained through all its wonderful palmy years. Then came the bleak clays. Radio seemed to be relegated to a symbolic attic. The agencies and advertisers had a new glamor medium to which they devoted time and attention and budgets. Nobody listened to radio — except millions of people. Meanwhile, back at the labora- tory, the engineers were at work. They achieved smaller and smaller sets. Radios became so portable they went everywhere. And now before our eyes, radio has come into a new palmy era. It is now a personal medium. Mama has hers in the kitchen. The kids have their own in their rooms. Papa has his in his workroom or den — certainly in his bedroom. The set in the car is probably the only one listened to by the family group — if the group ever gets together at all. (Togetherness seldom includes the teen-ager!) Radio requires and should be get- ting new thinking for its new sta- tions. But I wonder if the bright young people I see at the luncheons have ever studied radio? They've been trained and brought \i\) for television. They write vis- ually, for sight, not sound. The timebuyers are impressed by the greater percentage of the budgets 34 U. S. RADIO • March 1958 eaten up for television — and are apt to consider a radio schedule an "easy" buy. And so we find some radio com- mercials that imitate the old — that copy outmoded patterns meant for days that no longer exist. Practically vanished from the ra- dio scene are solely-sponsored weekly half hours, or five-a-week daily strips. Of course they exist as pro- grams, but they are co-sponsored or bought on a participation basis, so the advertiser can get multiple com- mercials during the week. The spot buyer wants many broadcasts, too. Where five spots a week were once good coverage, he now reaches for 12, or 30 or 100. The reasoning behind this kind of buying is simple. People listen a lot, but in a different way. They listen alone. They are apt to tune in at fairly similar times each day — - while they're cooking, or ironing or driving to meet trains. You reach fewer at any one time than former- ly. So, to reach midtitudes, you'd best be on frequently. And if you require full family coverage, be heard a number of different times a day: early morning for the kids, af- ter school for the high school set, around dinner time for the man. Finally, with so much advertising being thrown at the public in so many media, repetition is needed to register. Which brings up the kinds of commercials that will register — or won't. Formerly, when the advertiser had his own show, the format could suc- cessfully be the straight announcer or announcer plus small trick, or an- nouncer plus jingle or the "drama- tized" commercial. But today it isn't his show. He doesn't get product loyalty because of entertainment. His message is one of several, perhaps one of several in a row. It must therefore compete for attention, fight for memorability, dig for effectiveness. And much as I admire announc- ers (some of my best friends are an- nouncers) , the lone voice crying in the wilderness can't do it all. It has to be supplemented by a different sound, an off-beat approach. The local stations were probably first to realize the need for fresh thinking. They saw twilight de- scending on the "sincere" spielers, the pear-shaped-tone salesmen, the folksy philosophers. They devel- oped or discovered unusual staff per- sonalities— the men or teams who became the zany morning boys (crazy like foxes) , the specialized disc jockeys. Then a few agencies and adver- tisers followed suit and some com- mercials were "different." The pub- lic picked up its collective ears at the unusual, and picked up its feet to hie to the stores. Some dramatized commercials be- came plausible, rather than a collec- tion of cliches. Comedians of repute were occasionally used and dared poke fun at the listener, even the product. The jingle is becoming less of a sacred cow. It gets arranged and rearranged into new rhythms, new musical colorings. It gets fitted out with new words. It even ceases to be just a jingle and becomes a musical message utilizing currently popular hit tunes, played and sung by top non-commercial stars. But the deviations are still excep- tional. Too much of the stuff that's heard is uninspired and run-of-the- mill. There are too many straight, recorded announcers pounding away — particidarly for drug products or others whose legal terms and phrase- ology must be controlled. Occasionally we hear a commercial that's the soimd track of a tv film. How much less imagination can there be than that? And many advertisers with heavy spot schedules, perhaps 50 or more a week, are content to repeat two or three transcriptions ad nauseam. Can you blame the audience for turning off its ears to this? All of these lead one (this one) to think that radio is still too fre- quently getting a stepchild treat- ment. "Commercials needed? Let one of the copy cubs adapt some- thing." Great buys in time availabilities have been known to be passed up because an agency didn't want to bother with radio! A station man- ager told me of an account open to change because its agency had bought radio schedules but didn't know how to write good radio copy. There are agencies which recog- nize radio's new importance — and can sell that idea to their clients. They have radio writers, radio pro- ducers— specialists who study radio with the intensity it deserves. It's a sound new medium — prod- uct of the transistor age. Let's use it accordingly! • • • Mr. Gumbinner is vice president, radio-tv director, Lawrence C. Cumbinner Advertising Agency Inc.. New York. Current radio advertisers are: Filter Tip Tareyton Cigarettes, Manlschewltz Wine. Q-Tlps. Chap Stick, Rem, Omega Oil. MInlpoo, Sacramento Tomato Juice and Cherry Kljafa Wine. U. S. RADIO • March 1958 35 focus on radio A Quick Glance At People, Places And Events Around Radio-Land A HAPPY BIRTHDAY to Richard M. Klaus (center) of WERE Cleveland, O. Staff members gather to congratulate their vice president and gen- eral manager, who was as surprised as U. S. Radio at the unique cake. I FAN MY BROW says John McVeigh, exhausted treasurer of WFBR Baltimore, Md., who spent two days signing $50 checks for 104 winners who brought in serial numbers on a dollar bill ending with the station's frequency, 1300. Jeanne Lambert, receptionist, helps him recover. WINS NEW YORK goes camping as general manager Jock Fearnhead and happy camper demonstrate paddling technique in canoe donated by the station. More than 15,000 listeners wrote letters competing for the canoe, which was won by a fresh air fund camp direcor KNUZ CELEBRATES ANNIVERSARY while the founders and owners of the Houston, Tex., station contemplate 10 radio years. They are (left to right) Leon Green; Bailey Swenson; Max H. Jacobs, managing partner; Douglas Hicks, and Dave Morris, general manager. ^^K' 1 '^^^^^H^ " ^^i ^^^K'il^^ ■l fi J ■ »^B"^rw ^ t %yJM m i i ■ I^^H^HBH^^^^^^^v «M J 1 3() U. S. RADJO • March 1958 Radio in Public Service "SLOWDOWN AND LIVE" is the motto in the traffic safety campaign jointly sponsored by WRR Dallas, Tex., and Cabell's Inc. Radio's public service promotion features car stickers like the one being presented to John Dunlap (left), chairman of the Citizens' Traffic Com- mission, by Joe De Pasqual, Cabell's vice pres. MARCH OF DIMES benefits from public serv- ice promotion by WIBC Indianapolis, Ind. Sta- tion personality Jim Shelton (center) climbed Into Iron lung on his noontime show in a theater lobby and invited Indiana's Lt. Governor Craw- ford Parker (foreground) and Indianapolis Mayor Phillip Bayt (background) to join him RADIO LINKS SCOUTS and WIL St. Louis, Mo., as three Eagle Scouts take over station's management for a day as part of Boy Scout Citizenship day. Cooperating in the public service is WIL's news director. Bob Hardy. KOIL OF DIMES DIAI. 129 RADIO JOINS RETAILER in public service promotion for the March of Dimes as KOIL Omaha, Neb., stages marathon broadcast In window of local department store, J. L. Brandels & Sons. The 60-hour program raised nearly $4,000 for polio rehabilitation. RADIO EXECUTIVE SUPPORTS the March of Dimes in Pittsburgh, Pa., cooking contest. Part of a civic group Invited to prepare their favorite dishes was H. W. Shepard, general manager of WAMP (above). Executives sold their meals to invited guests at $10 a person. 4 ONTHBAIR RADIO DIVES DEEP to aid the March of Dimes in St. Petersburg, Fla. Leeds Scofield, pro- gram director for station WTSP, performs public service "above and beyond the call of duty" by broadcasting underwater for 12 hours Program raised about $1,000 for the drive. V. S. RADIO March 1958 37 6 as oas/c as the alphabet I EGYPTIAN Ancient ancestor of our letter A was probably an Egyptian picture of an ox or of Apis, the sacred bull. PHOENICIAN With the passage of time, sea-traders took over the ox letter, tipped it, and let it stand for the first sound in aleph (ox). GREEK Later, the Greeks tipped the letter again, making it represent the first sound in alpha. ROMAN Adopting the A from the Etruscans, the Romans carved it on their monuments in the graceful form we know today. ^ 1 A A Hislorical data by Dr Donald J. Lloyd, Wayne Stale University Successful radio ad\ crtisiug in the Detroit-southeastern Michigan market begins with \\ \\ J. .-\ veteran in years of service, youthful in programming and operation, ^V \\J holds a unique place in the hearts and loyalties of listeners of all ages. Start your radio campaign here — with the ^^ WJ Melody Parade, WWJ News, with popular personalities like Hugh Roberts, Faye Elizabeth, Jim V\ ood. Bob Maxwell, and Jim DeLand. It's the basic thing to do! A, . LWAYS EASY TO REACH MOST MICHIGAN CONSUMERS Seventy per cent of Michigan's population com- manding 75 per cent of the state's buying power lives within WWJ's daytime primary coverage area. mmjvmjaVH AM and FM WWJ RADIO WORLD'S FIRST RADIO STATION Owned and operated by The Detroit News NBC Affiliate National Repretentafiyes: Peters, Griffin, Woodward, Inc. 38 U. S. RADIO • March 1958 hometown USA • Local Promotion • Commercial Clinic • Station Log • Radio Registers How to Measure Total Radio New research report, prepared for NAB, outlines methods that can be applied A partial answer to radio's own $64,000 question — how to measure the listening au- dience more completely and more accurately — can be found in a new report on "Radio Audience Measure- ment," issued by the National Asso- ciation of Broadcasters. The study, which sheds new light on both the aims and present tech- niques of audience measurement, is expected to attract the attention of all those concerned with radio — - from timebuyers and their clients, to station salesmen and the ratings services themselves. One of the things the report stresses in measuring radio today is the necessity of gauging the out-of- home audience. Another important element is the need to measure the listening of each member of the household. Prepared for NAB by Robert T. Bower, director of the Bureau of So- cial Science Research Inc., Washing- ton, D. C, the study was presented to the association's Radio Board by E. K. Hartenbower, general mana- ger, KCMO Kansas City, Mo. Mr. Hartenbower is chairman of NAB's Radio Research Committee. There are three basic require- ments, the report states, for measur- ing the total radio audience: • A method must be loimd to combine out-of-home measure- ments Avith in-home measine- ments to form an integrated picture of all listening. • For the sake of accuracy and completeness, the individual (instead of sets-in-use or fami- lies) should be used as the unit of measurement. • The individual should be sur- veyed as part of a household, with final estimates based on to- tal households in an area. "Undoubtedly the most difficult part of radio listening to measure is U. S. RADIO March 1958 39 HOMETOWN U.S.A. that which occiiis out ol the house." the report states. "With the evi- deiue that out-of-hoine listening is ljc(()niing an increasingly large part ot the total, a sohition is clearly needed." Mechanical nuasuring devices at- tached to some oiit-ol-honie sets (car radios) are leasihle, the report says, since most cars are attached to homes, and the findings coidcl he added to home measnrements. How- ever, this method is costly, it states. "We are clearly lelt with the ne- cessity of using some sort ol recall te(hnic|iie — diary, cpiestionnairc or interview." the study points out. ■ Ihc oni\ pioccdure now being used in an attempt lo measiue the total oiu-ol-home audience on a regidar basis uses the recall inter- view. " The interviewers go to the sam- ple homes dining the evening hoius and obtain data on radio listening. ivlierexier done, lor the whole day uj) until () p.m. in addition, they ob- tain data lor the () p.m. to midnight period ol the previous day." In addition to conil)ining out-of- home listening with in-home listen- ing, the report cites the need lor using the individual as the unit for measurement even though the house- hold is used as the iniit of analvsis or reporting. ".Man\ jjcrsous in networks and agencies state that the household is needed as the luiit ot analysis . . . Ijecause it is the hasic piuchasing and consuming unit for many prod- ucts. Further, the advertiser is pri- marily interested in the nmnbei ol hcjuseholds reached. "There are strong reasons, how- ever, lor collecting listening behav- ior data from individuals," the re- port continues. "The person lis- tening to the radio out of the home is acting as an individual. Even though he is a member ol the house- hold, onlv he, or a device attached lo a radio where he is, can report his behavior. Obviously, any valid out-ol-home measurement nuist col- lect dala concerning the individual who has clone the listening." Even in the home, listening should be measured on an individual basis (instead ol coniacting only one member ol the household with cjues- tions about all members' listening habits), according to the N.\15 study. ■'With the inciease in multi-jadio homes, jjIus the invasion of the liv- ing room by television, there has iuicl<)id)teclly been a decentralization of laclio listening in the home. The more listening is dispersed through- out a household ol nioie than one person, the less reliable would be one jierson's report on any other peison's in-home listening. "In addition lo these meihodo- logical considerations, there can be certain advant.iges to having figures on individuals available," the studv continues. "First ol all, audience composition figures imist be compiled liom re- ports on the behavior ol individuals. Such audience composition data as age, sex and race are only reliable if samples ol individuals are obtained, since these are, obviously, character- istics of persons. "Secondly, some products adver- tised on the air are ol the sort where we (an assiunc that it is the indi- vidual rather than the household or lamily that is the piuchasing unit — both in the sense that it is an indi- vidual lather than a joint decision, and in the sense that it is the indi- vidual himsell who goes to the store. Advertisers ol items like this should l)e interested in reliable estimates of individual listeners," the repcirt stales. "Finally, figures compiled on an individual basis can be tabulated so as lo tell where the listening is done, and could he useful in selling time on the point-ol-use argument. The recent use of radio advertising by automotive companies at peak auto listening times suggest the usefulness ol such data." • • • Interviewer and family demonstrate recall technique. Audimeter measures listening mechanically. 40 U. S. RADIO • March 1958 i^ HOMETOWN U.S.A. commercial clinic Grey's Leokum Cites Values of Local Copywriting A New York agency executive specu- lates that it is easier in some respects lor the local copywriter to produce tresh, exciting commercials than for his big-city colleague in New York or Chicago. The man in an agency or station concentrating on local advertising has an excellent opportunity to do an original and effective writing job, both because he is closer to his mar- ket and client, and also because he may not have to contend with the inevitable red tape of a large organi- zation, according to Arkady Leokum, vice president and creative director, Grey Advertising Inc. Interesting Things Mr. Leokum points out that "the local radio writer has a great many opportunities to break out and do interesting things, because he is not likeh to be bogged down in proce- dures Avith plans boards and com- mittees. Also he is closer to his cus- tomers than the big agency man, who may only have a memo to \\ork from." The copywriter \\orking on na- tional accounts, however, has the ad- vantage of extensive research facili- ties, Mr. Leokum says, as well as hav- ing at his disposal a large pool of brainjjo'iver. Both the local and national copy- writer should rely heavily on market research, Mr. Leokum states, regard- less of whether this research is done in a small town through personal contact and observation or in a big city through charts and statistics. "Here at Grev we believe that creative people cannot work in a vaciunii. The copywriter and his supervisors must kno\v the whole marketing problem and the goals for a particular campaign, so that be- fore he ever sits down at his desk the writer has a specific objective in mind," Mr. Leokum conmients. It is no longer sufficient in many cases for a copywriter to come up with a fjrilliant radio commercial, Mr. Leokum states. He must also be able to integrate his idea with those being written for other media so that each ad or commercial builds mo- mentum for the whole campaign. "The radio writer must have an ear for human speech, a certain 'natu- ralness,' and the ability to present his material dramatically," Mr. Leokum conunents. "But a good copywriter should be able to \\rite for all media." Mr. Leokum believes good copy- writing requires a specialized talent all its own. When he is hiring a Arkady Leokum, Grey creative dir. young copywriter he often asks him to make up a sample book of his work. He suggests that he choose two examples of current commercial campaigns, one good and one bad in his opinion. The prospective em- ployee then writes another commer- cial in each series, pointing out the merits of the good campaign and the faults of the bad. Special Bailiwick Radio's special bailiwick, .Mr. Leokum believes, includes the wide area of products that are bought on impulse, that do not need visual demonstration, and that lend them- selves to "reminder" messages. The man who writes these — or any other commercials — must be "dedi- cated" to copywriting, Mr. Leokum says. "I don't want to sound corny about this, but a copywriter knows that's what he wants to be. In fact he'd be miserable doincr anvthing else in an agency, unless it's supervis- ing other copywriters. I wouldn't exactly call copywriting a call from above, but if you don't care about it you aren't likely to be good at it. "At Grey we respect the writer ^\ ho stands uj) for an idea. He may be proved wrong and ha\ e to change it, biu it's the man who goes down bleeding and dying who usually does the best job," Mr. Leokum de- clares. The Grey executive is also the au- thor of a book published in 1947, "Please Send Me .Absolutely Free," inspired, in pari, by the advertising i)u^iness. • • • U. S. RADIO March 1958 41 HOMETOWN U.S.A. station log KOIL Omaha Installs Storm Warning Device KOIL Omaha, Neb., has come up with an automatic storm warning system in its area that requires only the installation of a simple device to radio sets. KOIL has supplied Omaha and Council Bluffs radio repair and ser- vice shops with plans for the unit which, when attached to a radio, will automatically turn on the muted speaker as an alert signal is broadcast by the station. Peacetime Use This, in effect, is a peacetime utili- zation of the COXELRAD alerting system. It also will help to offset telephone line jamming which in- evitably occurs during tornados or violent storms. KOIL reports that it has the coop- eration of the FCC, the U.S. Air Force and the U.S. Weather Bureau in the project. In cases of extreme seriousness, the population can be warned to take cover at any time, as the station operates around-the-clock. RADIO ACTIVITY • When ilic 10th ainiiversary of \VATO Oak Ridge, Tenn., was marked with a day-long celebration recently, the station reported that it was most gratified by the fact that W.ATO's first advertiser, the Norris Creamery, was still with the station on a continual basis. • Operation Outer Space, a WCAU Philadelphia, Pa., program devoted to alerting the public on the current missile and satellite situation, has been praised in the Philadelphia .Astronautical Society newsletter as "informative and in- teresting, even to old 'space buffs.' " The show, aired six times weekly, attempts to put technical subjects into layman's language and presents as guests nationally known scientists and space experts. • .\ disc jockey for KIOA Des -Moines, la., walked 40 miles in a snowstorm — trom .\mes to Des .\roincs — to raise money lor the Nfarch of Dimes. Frosty Mitchell Dick Driscoll, center, timebuyer at William Esty & Co., New York, receives travel bags and a two-week trip to Brussels' World's Fair at the New York party of WINZ Miami, Fla. With him are Rex Rand, WINZ president, and model Charlene Holt. Trip was the top door prize. Taking part in the annual New York party of WPEN-AM-FM Philadelphia, Pa., attended by almost 700 agency people, are (left to right): Erv Rosner, general sales manager; singer Patti Page, and Art Pardoll, F.C.&B., New York. IkkI jjioinised to walk one mile for each 1 100 pledged by his listeners. While mobile units covered his hike through four and one-hall inches of snow, more than .8,000 persons wailed by the highway to contribute. W^hen he crossed the finish line 12 hours lati>. Frosty had raised .S.S,997 and a lO.S-degree lever. • Radio is paying extra dividends to listeners through continuing de- velopments in hi-fidelity broadcast- ing. KI)K.\-AM-FM Pittsburgh, Pa., and WFIL-AM-FM Philadelphia, Pa., have installed stereophonic sound play-back ecpiipmcnt and are progranuning "good music" from stereo tapes. By using an am and an fm receiver, the home listener is able to enjoy concert hall realism through these binaural broadcasts, the sta- tions report. "Good nuisic" is ex- periencing a boom in Portland, Ore., according to KEX-.^M-FM. Sales of fill and hi-fidelity equipment in the Portland area are way up, says KEX, and attendance at the Portland sym- phony concerts is at an all-time high. Fm set sales show a 25 percent rise over 1957 and sales of hi-fidelity equipment are up 30 percent. • • • 42 U. S. RADIO March 1958 HOMETOWN, U. S. A. radio li I FINANCE COMPANY | Ithaca Loan Finance Co., which had relied on direct mail, newspaper and billboard advertising, placed a trial schedule of five 30-second announcements over WTKO Ithaca, N. Y. Additional business was heavy, but radio was dropped for two months to test its pulling power. When business dropped back to the pre-radio level, a regular spot schedule was purchased. At the end of the first year, the loan company attributed a 25 percent volume increase to radio. DANCE STUDIO Arthur Murray Dance Studios contracted with KDYL Salt Lake City, U. , for a schedule of four daily "Lucky Buck" announcements. More than 60 contacts a week directly traceable to radio were made, and the studios received signed contracts from almost 50 percent of them. AUTO DEALER Luby Chevrolet Co., Denver, Colo., unveiled its 1958 models at a midnight party that was promoted almost entirely by radio. Announcements began at noon: 30 one-minute spots and a remote pick-up over KTLN, 20 one-minute spots over KLAK, seven 20-second spots over KLZ, 14 one-minute spots over KIMN, 20 one-minute spots over KMYR and eight one-minute spots over KOSI. Results: 8,500 persons showed up and purchased 37 new 1958 autos and five 1957 models. Total cost to Luby: $1,600. WHOLESALE GROCER The Ramirez Brokerage Co., a wholesale grocery firm, placed a 13-week schedule of one-minute spots over WMFS Chattanooga, Tenn. , advertising Maine Sardines. At the end of six weeks, sales perked up to the extent that the broker ordered four additional carloads to meet the demands of retailers. KFAL RADIO FULTON, MISSOURI Prime radio service io four principal cities of Central Missouri. • FULTON • MEXICO • COLUMBIA • JEFFERSON CITY With a total of 46,000 House- holds in the two millivoU local area daytime coverage of KFAL. Highest daily Day-Radio aver- age circulation in Central Mis- souri's 23 county area per NCS#2. Excellent avails in most time periods. Contact — INDIE SALES, INC. or KFAL RADIO Tel: 1400 Fulton, Missouri 900 Kilocycles 1000 Watts TOLEDO'S FIRST RADIO STATION . Since 1921 • rIKvl ^" audience ratings since 1921 • PIRST ^" coverage since 1921 Check any audience survey since 1921 CALL ANY KATZ AGENCY OFFICE RADIO Toledo, Ohio U. S. RADIO • March 1958 43 BEFORE BUYING RADIO IN KENTUCKIANA Check your John Blair Man or Bill Spencer at WKLO LOUI SVILLE '^^ 1080 KC TOLEDO'S FIRST RADIO STATION , , , since 1921 • rIKol '" audience ratings si)ice 1921 • ilKol '" coverage since 1921 Check any audience survey since 1921 CALL ANY KATZ AGENCY OFFICE report from RAB Nighttime Radio Valuable to Advertisers, RAB Evidence Shows WSPD RADIO Toledo, Ohio Tlie niaci scramble of radio advertisers to use only the inoriiiiiK hours or the peak trallu hours seems to he ihiuniu"; out. I hi' Radio Advertisinjj; Bureau be- lieves that more advertisers each tlay are learning that nighttime has considerable value (see Dialing After Dark, p. 15). Advertisers are re-in\ estimating radio after dark due to the following develop- ments. RAB states: • The "sell out" condition ol ilic so- called ])(ak periods in nian\ in.ir kets. • The introduction ol new nighttime- prograimning tcchnicpus h\ mam -.t.itioiis. • I lie i.ipidh increasing importance ol nighttime in retailing (more stores slay open at nigiu l)oth down- town and in the suburi)an shopping center). • The unavailability of prime tele- \ ision lime in the evening hours in some markets. • The forced "new look" at radio be- cause of lelevisioiTs increasinglv high cost. Post 6 p.m. advertisers are discovering that they can reach huge audien'ces — almost as large as the daylight hours. Cunuilatively, ,\. C. Nielsen shows, the 6 to '.) p.m. period weekly will deliver .")3.2 percent of all radio homes, while the 6 to 9 a.m. period delivers .')3.9 per- cent— a very small dillercnce. Special Coverage Another compelling reason for in- vesting dollars in nighttime radio is that an acherliser can reach radio homes he would miss at other times. The same Nielsen report shows that the 6 to 9 p.m. period delivers 21.4 percent of the radio- only homes on a weekly basis. The only other three-hour stretch that is com- |)arable is the 12 noon-3 p.m. period when 22.3 percent of radio-only homes tune in. When an achertiscr remembers that there are some 10 million radio- only homes he has an important goal to aim at, according to R.'KB. Another source of information lor nighttime radio buyers (and salesmen) is the series on radio listening habits conducted for RAB by The Pulse Inc. These studies show that radio delivers audiences at night that are not easily accessible at other times (but are im- portant audiences for the advertiser). F.xamples: 35.7 percent of married work- ing women; ll.S percent of working men. and 27.9 ])ercent ol yomig men. And the added importance of evening leisure insures more attenti\eness to the nighttime advertiser's message, R.\B be- lieves. The Pulse survey shows that male audiences can be reached more easily at night. Audience com])ositi()n in the 7 to 8 p.m. period, for example, is 11.2 per- cent male, while from 6 a.m. to noon, on the average, it is only 30.1 percent male. 1 his is why beer, tobacco, gasoline and other achertisers who ha\e to reach men buyers arc now- using nighttime radio, R \H rc])orts. On the Move Ol comse. some of nighttime radio's audiences are on the move. A. C. Nielsen says that 23.8 ]H'rcent of automobile radio families are tuned in on the average weekday between (i p.m. and midnight. They might be on the way to the shopping center during the early e\ening. To put it another way, auto listeners as a percent of in-honu' listeners arc greater after 7 p.m. than any other hour of the day. Do television set owners listen to radio at night — they certaiiiK do, RAB says. .Si.\ty percent of radio's inght audi- ence comes from tv-owning lioi7ies. This is evidence, once again, of radio's new patterns of listening. Many family mem- bers are listening to the radio in other rooms of the house w^hile the tv set ijlasts away in the living room. RAB notes. RAB also points oiu tt) advertisers that they can reach people strategically during the night hours. An obvious ex- ample of this is the toothpaste advertiser who can reach his customers just before his product is used — or a shampoo ad- vertiser, since another R.\B stiidv shows that 56.8 percent of women shampoo their hair at night. Alert advertisers are also paying inore and more attention to RAB's advertis- ing awareness tests, fn these studies, only radio advertising is used. One re- veals, for example, that with the use of only 20 nighttime announceiuents on one station, advertising awareness for a clothing concern added up to 12 per- cent of the market. • • • 44 U. S. RADIO March 1958 report from PGW Issues Spot Guide; Timebuyer Panel Set By NBC Spot Sales Peters, Grifhn, Woodward Inc. is distrib- uting to advertisers and agencies a sec- ond edition of its Spot Radio Guide, a "study of NCS #2 coverage related to spot radio costs." Tire publication is the combined work of PGW and the .\. C. Nielsen Co. and includes both daytime and nighttime coverage and costs. The guide lists 168 U. S. metropolitan markets arranged according to population rank. It also lists smaller markets, and sample sched- ules quoting costs on a weekly basis for 10, 20 and 30 announcements and pro- jected for 13, 26 and 52 weeks. Robert H. Teter, PGW vice president and radio director, points out that spot radio today is an even better buy than it was three years ago when PGW's first Spot Radio Guide was published. "There has been considerable speculation over whether or not spot radio costs have increased and whether nighttime radio audiences have decreased. The guide answers these questions. . . ." .According to PGW, radio homes in three years have increased about 1.2 mil- lion and the percentage of homes cov- ered by radio facilities in the various market groups has not changed signifi- cantly. Nighttime coverage, the guide says, runs about 1 to 1.5 percent less than daytime, but the nighttime total is higher than the daytime total of three years ago. And costs are lower on every basis of comparison. Timebuyer Panel NBC Spot Sales has formed a Time- buyer Opinion Panel, which will func- tion as a service to timebuyers and those in advertising and broadcasting. In\itations to participate were sent to agency personnel across the country. They will be asked to respond to brief questionnaires that NBC Spot Sales will send out periodically. The panel is intended to serve "as a medium of expression for timebuyers as a group and individually; to shed light on the changing nature and varied problems of timebuying, and to pro\'ide a sounding board on theories and buying practices." A spokesman for NBC S]Jot Sales said that the panel will attempt "to separate the facts from the half-truths and sup- positions in the field of timebuying. "Agency buyers are deluged with masses of information supplied theni by competing rating services, stations and national representatives. How do they use this information to arrive at their buying decisions? What part of it do they accept and what do they reject? "The panel has been formed ... to be of help to every buyer as well as other agency and broadcasting executives." The first questionnaire, which was mailed out along with the invitation to join the panel, concerns "the use of ratings." Hundreds of replies have al- ready Ijeen received, according to an NBC spokesman, and more are coming in daily. Some of the questions are: To what extent do you consider audi- ence composition data in the purchase of announcements? In making annomuement buys in strips, to what extent do you use cumu- lative (unduplicated) audience data? In view of the sometimes consideralile differences among rating services, do you average the ratings of two or more services? The results are now being tabulated by Barnard Inc. and will be reported soon. Outlook for 1958 John E. Pearson, president of John E. Pearson Co., says, "There is no question but that radio is going strong, especially at the local level. As far as our company is concerned, we feel that 1958 presents a definite challenge, not only for us but also for the stations we represent." .Along with his comments which were occasioned by the move of his New York office to larger quarters at 405 Park A\c., Mr. Pearson reports that research depart- ments have been added to the seven branch offices aroimd the countrv. • • • TO MEET HEAD ON A NEED THAT EXISTS IN THE RADIO FIELD TODAY • • • * U.S. RADMO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCUtATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK U. S. RADIO • March 1958 4B TOLEDO'S FIRST RADIO STATION . , , since 1921 • p lllO I '" audience ratings since 1921 • plllO I '" coverage since 1921 Check any audience survey since 1921 CALL ANY KATZ AGENCY OFFICE V\fSPD RADIO Toledo, Ohio mil Bof h Hoofer »OSTMASTeR U. S. RADIO • March 1958 33 names and faces Noting the Changes Among The People of the Industry STATIONS BEN LUDV, president of the new North Texas Radio Inc., has added DAVE DARY as news director, HOMER CUN- NINGHAM as program director and EARL SARGENT as farm director of K\\TT Wichita Falls, Tex. NORTON VIRGIEN, formerly manager of VVFEA Manches- ter, N. H., appointed general manager of VVEZE Boston. GEORGE R. OLIVIERE, former executive director of WGST Atlanta, Ga., named general manager of WIIN Atlanta. JAMES P. HENSLEY. formerly sales manager at VVBBM Chicago, appointed vice president and general manager of ROME Tulsa, Okla. JAMES E. GOLDSMITH, formerly sales manager of RWK- TV, St. Louis, Mo., named general manager of W.AMV East St. Louis, III. TOM PATE named national sales manager and JACK POHLE national sales representative of KNX Los .\ngeles and the C;BS Radio Pacific Network. VERNON L. WICKRE, business manager of KOSI Denver. Colo., promoted to station manager. JERRY CARR, program and news director ol W lll.l A.\I E.M Hempstead, N. Y., elected a vice president. EDWARD T. McCANN JR., fornierlv with WTAG Worcester, Mass., named sales manager of WCOP Boston, O. T. (TONY) G.ASTON. radio administrative assistant, ap- pointed sales manager of WKZO Kalamazoo, Mich. BILL ALLRED promoted to sales manager of K.\KC Tulsa. Okla. He had been on the sales staff. CH.'XRLES M. QUILLIAN, account executive, promoted to sales iiKiM.iiici of WI 1 ^' Richmond, Va. REPRESENTATIVES P. A. (BUDDY) SUGG, former executive vice president of WKY Television System Inc., Oklahoma City, Okla., joins NBC on April 1 as head of the owned stations and spot sales division. THOMAS B. McFADDEN named vice president for NBC S|)ot Sales. Other appointments are: WARREN AGENCIES SIEIBEL named sales promotion specialist, RICHARD E. FARNHAM and T. E. (DICK) PAISLEY JR. appointed to the sales staff. .•\L P.\RKN TY. formerly with Television Age, has joined .\dam ^'oung's midwest sales staff. THO.\I.\S R. YOUNG appointed account executive at CBS Radio Spot Sales in New York, and JOHN S. LOGAN ap- pointed to similar post in Detroit. INDUSTRY-WIDE SIILRRIL W . l.VYLOR. lormer vice president in charge of promotion, appointed to new post of vice president in charge of sales administration at R.^B. MILES DAVID named R.AB's director of promotion. He was executive editor of Sponsor. RAB also appointed ROBERT F. NIETMAN and P.\rRICK E. RHE.AUME as regional managers in member service department. JACKSON B. MAURER, previously with WHK Cleveland, O., named manager of the Cleveland office of Hamilton, Stubblefield. Twining 8; .Associates Inc., national media Inokerage firm. J. P. NAPIER, executive vice president of A. C. Nielsen Co., appointed vice chairman and managing director of .A. C. Nielsen Co., Oxford, England. NETWORKS D All, I.. .MOLDY promoted to new post of assistant to the president of .ABN. Also moving into new posts: IRV LICH- TENSTEIN, director of promotion and exploitation: HENRY W. LEVINSON, director of sales development, and LAW- RENCE J, POLLOCiK, (lireitor of research. WILLIAM- R, Mc ANDREW, director of NBC News, elected vice president for news. ELMER W. LOW ER, director of special projects for CBS Radio, appointed to new post of director of operations. .Also, FRANK P.ARIS named network program coordinator for CBS Radio. Holhwood, DAVE KLMBLE. associate account executive at Grey Adver- tising .Agency, New York, promoted to the new post of senior account executive for NBC. HIRAM S. BROWN and ROBERT C. LAMB, account execu- tives at BBDO in New York and Minneapolis, Minn., re- spectively, named vice presidents. WILLLAM A. MacDONOUGH, JAMES F. BLACK, AN- DREW DIDDEL and RODGER S. HARRISON, all account executives, elected vice presidents of the Kudncr .Agency, New York. The agency also named ROBERT BEITS manager of radio-tv commercial department. ANN T. JANOWICZ and CLIFFORD A. BOTW.\Y promoted to media supervisors by Ogilvy, Benson &: Mather, New York. RICHARD S. P.MGE, formerly with North Advertising Agen- cy, appointed an associate media director at Grey Advertising Agency, New York, SI I'ARI M. G.ANO.N, previously with D'.Arcy Advertising, named an account executive and member of the creative plans board at Hicks & Greist, New York. T. R. MEREDITH and WILLIAM L. OBRION have joined BBDO, New York, as media supervisor and media buyer, re- spectively. DAN BLUMENTHAL, formerly with Donahue S: Coe, ap- pointed ropy director at Paris R: Peart, New York. TOM DeHUFF appointed radio-tv account executive at Cun- ningham &: Walsh, New York. HENRY SL.AMIN, formerly account executive at Donahue 8: Coe, has joined Kenyon S: Eckhardt, New York, in a similar capacity. R. WELLS BROWN has joined Compton Advertising, New York, as an account executive. He had been with BBDO, San Francisco. Ludy Moudy Kimble Gaslui Allrcd Oliviere 54 U. S. RADIO • March 1958 U,S, RADIO.,, the monthly magazine for buyers and sellers of radio advertising It has been predicted that ''In 1962 radio alone will be doing $1.4 billion . . . double the current figure." Radio is the mass medium to reach the whole of America. U. S. RADIO stands ready to fill the needs of advertisers in their use of radio. An analytical and idea magazine for buyers and sellers of radio advertising, U. S. RADIO devotes its entire energies to this vast field of radio. Articles and features on the planning and buying of radio advertising, delving into the whys and hows in the successful use of all radio, are supplemented by regular departments presenting in concise form the news and trends of the radio industry. The Only Magazine Devoted 100% To Radio Advertising to Receive 17.*. RADIO Regularly Each Month, Mail In This Form, NOW! U.S. RADIO 50 West 57th Street New York 19, N. Y. SUBSCRIPTION Please see that I receive mJ.t^. MmJ\MwM^P 1 YEAR $3 0 2 YEARS $5 Q Name. .Title. Company Type of Business □ Company or □ Home Address. City Zone. State. PLEASE BILL D PAYMENT ENCLOSED Q EDITORIAL a nod for nighttime TREMENDOUS VALUES National adx ti tistis arc just beginniiitj; to dis- cover the treineiulous values ol iiiglittinic radio. Until now, there has been no great activity on the national scene in this area, with certain no- table exceptions. Local advertisers, however, have been using this time of the day with great effectiveness. Their success stories are starting to get back to the national advertiser. This local use should serve to pick up the ears of national spenders— especially in the light of cinrent evidence on the reach and potcncN ol evening use (see Dialini^ After Ihnh. p. 15). To a great extent, advertisers and their agen- cies set the rules by which radio, as well as other niedia, must operate. .Among the rules that nian\ achertiscrs and agencies adiiere to is that a buy should be based on some type of evidence— be it cjualitative or cjuantitative. IMPRESSIVE FIGURES What is happening in nighttime radio— a de- velopment that has been building over recent years— is that inijjressive listening figines are being compiled, .\ccording to one study, the to- tal nigiittime audience during the comse of a week reaches 37.1 million homes. Cost figures are also favorable and in many cases are lower at night than during the day. In addition, there is a bonus in coverage at night because many station signals have a greater reach at this time. Studies show that in addition to substantial listening and low cost, the evening audience also contaitis certain qualitative aspects. For exam- ple, there is a relatively high proportion of male listeners at night lor the achertiser that is inter- ested in this segment ol audience composition. \Foreo\er, with a glowing trend towards high cpialiiy news, public allairs and music program- ming, there is every reason to believe that the evening audience is listening attentively. .\s we see it, it is the broadcasters' responsi- i)ility to build piogranuning ol audience inter- est and it behooves the advertiser to give thought- ful consideration to the evidence. Our concern residts from an attitude that we leel is based on habit and the now worn-out concept that radio is solely a daytime medium. Those who understand radio's total teach know that its audience goes beyond the 6 a.m. to (i p.m. hours. We luge the achertiser, and his agency, to take a new— and carelid— look at nighttime radio. The figures speak for themselves. TRANSISTOR MOMENTUM If anyone is looking for clues to radio's fmure directicjn, it is advisable that he examine cur- rent manulac tin ing clevelcjpments. The boom in transistor prcxiuction is really just beginning to gain mcmientiun. General Electric Co. states that seven years fiom now, by 1965, the industry will be producing transistors at the rate of .S(50 to 400 million a year (see Soundings, p. 7). This anticipated growth is phenomena] when compared with expected sales of 18 nn'llion this year. In 1957, about 27 mil- lion transistors were produced. \\'ith these startling revelations, radio — both in home and out of home — -is in lor continued expansion. 56 U. S. RADIO March 1958 ^cflHI ■ «» ^ { ; ^ 1 » V ||"5 1 \ ' 1 ^-f V IS THE >/^£/ STATION FOR SHARP TIME BUYERS HOUSTON, TEXAS • 50,000 WATTS • 740 KILOCYCLES n 1..J II. x: II.. 1... nrrrno nnirriti iiiAAniiiinn l^^ -kO^^ AkIV Axma Oi llage 26 TOP I>OG in San Antonio All through the day . . . KONO leads San Antonio's No. 2 radio station with 13.1%* more audience — PROOF that KONO is "Top Dog" in rating ... in cost-per-listener ... in product sales. And KONO carries more national and local advertising than any other fwo local stations. If your South Texas sales promotions have been going to the dogs, it's time to switch to the Top Dog station — time to give KONO a bigger bite of your schedule. Get the meaty facts now — from your H-R rep or Clarke Brown man. February-March, 1958 Hooper shows: AVERAGE SHARE 28.3% THROUGHOUT THE DAY fj.R ^^ II II REPRESENTATIV 860 KC See your II It REPRESENTATIVE or Clarke Brown man KONO 5000 V/ATTS SAN ANTONIO RADIO NBC Radio's new sal-ssvertising plan solves an important problem for national advertisers with mod- erate budgets. That is, how to acti- vate all units of the distribution pipe-line in a marketing program. SALESVERTisiNG magnifies the value and impact of an advertiser's net- work radio campaign, by getting greater action from his sales forces, wholesalers and retailers — to the point of stimulating local dealer tie- ins at local dealer expense! PROOF For Waverly Fabric's first cayn-paign, 2,376 stores bought 13,000 spots 071 NBC Radio affiliates. Waverly had never used network radio before . . . now slates 80V< of its budget to NBC. PROOF 5,000 local tie-in spots were placed by Evinrude dealers on NBC Radio's affiliated stations. "This year's NBC Radio schedule will be iOVc higher," says Evinrude. PROOF Prior to 1957, only Sr^t of North American Van Line agents used local radio. Due to NBC Radio's SALESVERTSINGacfiOn.Si'/f of NAVL's key agents now tie-in locally. Retail tie-ins are just one phase of the activation generated by sales- VERTisiNG. Everyone — right down the line — shares the excitement of a close-knit selling campaign planned to achieve benefits for all. SALESVERTISING plans are custom- designed for each advertiser. Your inquiry is invited for details and success stories in other industries. SALESVERTISING is an innovation in efficient marketing, developed by the NBC RADIO NETWORK. SALESVERTISING SETS MARKETING IN MOTION FOR YOU! NBC RADIO NETWORK ADAM YOUNG INC. is now representing CONTACT ADAM YOUNG INC. NEW YORK • CHICAGO • ATLANTA • ST. LOUIS • LOS ANGELES • SAN FRANCISCO U. S. RADIO • April 1958 FAMOUS ON THE LOCAL SCENE By whatever yardstick you want to measure radio in Toledo, you'll find WSPD head and shoulders on top. Ratings, community accept- ance, around-the-clock news reporting, public interest programming, established personalities . . . you name it, WSPD has it! And when buy- ing time to capture the Toledo market, it's important to remember that SPeeDy carries more national advertising than all other Toledo stations combined. Reason: SPeeDy is Toledo radio — and has been for 37 years! National Repre.sentative: The Katz Agency National Sales Director: M. E. McMurray 625 Madison Ave., New York Chicago: 230 N.Michigan Ave. Storer Broadcasting Company #^i WJBK V\/SPD WJW WIBG WWVA WAG A WGBS >. ^' Detroit, Michigan Toledo. Ohio Cleveland, Ohio Philadelphia, Pa. Wheeling, W. Va. Atlanta, Ca. Miami, Florida ofPpi^ U. S. RADIO April 1958 airwaves Radio's Barometer Spot: National spot radio revenue in 1957 increased 2^.5 percent over 1956, according to figures comjjiled by Station Representatives Associa- tion. This amounted to an estimated .|183, 987,000 last year, compared with 1145,461,000 in 1956. $183,987 19 $385,0001 )0 Local (195iEst.) 10 Spot $95,000, (19 140,000, Network Est.) 36,500,0( K Car Radios Sets in Use ns on Air The SRA estimates mchide quarterly revenue breakdowns for 1957: first quarter, |44,409,00; second quarter, $42,359,000; third quarter, 544,626- 000; fourth quarter, $52,58.3,000. Last year's gain was the largest percentage increase yet recorded, accord- ing to Lawrence Webb, managing director, who said that this category of radio revenue is continuing its iqjward curve in 1958. Networks: NBC Radio reports that for the period from January 1 to mid-March 1958 net business was iqj ,30 peicent over the same period last year. From January 5 to February 6 new sales and renewals totaled $4,140,828 net. Final figures for 1957, the network says, show a 41 percent gain in net business o\er 1956. (See Report From Xclworhs. p. 52.) The network also reports that as of mid-March about %\2 million in new net revenue had been signed for the year, according to \Villiani K. Mc- Daniel, vice president in charge of sales. More than $1 million in new and renewed business has been signed by ABC Radio for varying periods this year, according to Thomas C. Harri- son, vice president in charge of sales. Stations: Total stations on the air, both am and fni, increased again in March — to 3,762, iqi 16 over February. Commercial AM Commcvcial FM Stations on the air 3,222 540 Applications pending 406 42 Under construction 85 64 Sets: According to the Electronics Industries Association, total radio set jjroduction in January was 1,026,527. Automobile radios produced came to 676,848. Radio retail sales— excluding car radios— came to 534,640 in January. Canada: Accordin" to a siavev bv the Dominion Bineau of Statistics, radio advertising revenue in 1956 in Canada was almost 30 percent greater than television. About 95 percent of radio advertising was non- network as compared with 46 percent in tele\ision. The Dominion Bureau also reports that 9(i percent of all homes in Cianada have at least one radio and about 50 percent of all automobiles have car radios. U. S. RADIO • April 1958 The nation's nignesz audience- rated Negro group Si:, St:- i cz> r^ S Represented by John E. Pearson SAN DIEGO'S 1st music station KSON 1ST in PROGRAMMING ISTinNElUfS 1st in COMMERCIAL STANDARDS 1ST in RESULTS at the lowest cost KSON RADIO SAN DIEGO Rates are still LOW Call FOR JOE! for buyers and sellers of radio advertising '^RABIO APRIL - 1958 IN THIS ISSUE . Radio and Co-op M.iiiufacturers Make Growiiip; Use of Radio in Htlp to Dealer Radio's Reluctant Ciant (.i\iii ,\clc(jnat(.- lii.ii. Railio Produces for Depaiiim iit Stores Philip Morris on Tour S|)(ii i'lKiiiotes Network Show And Both Sell Cigarettes Keystone: Rural Network Silliiii; llu (; .111(1 I) M.ilkcts W iih Miiu I ii.in 1.(11)0 Miiliaio NAB Convention Plans R.uiii)\ Roil' on Agenda Kt i;iris to 1 akc lorin Radio in Public Service Sijiioii .ind Aihciiiser Interest Mniini iiii' ill I'uhlii S(i\i(c Sliows VOL. 2 - NO. 4 19 22 26 30 34 37 Airwaves Soundings W ashingtoii Silver Mike Letters to Editor Focus on Radio Hometown U.S.A. Commercial Clinic St.ition Loir DEPARTMENTS . . . 3 Radio Registers 45 7 Report from RAB 46 9 Report from Representatives 48 12 Report from .Agencies 50 16 Report from Networks 52 38 Report from Canada 53 41 Radio Ratings 56 43 Names and Faces 58 44 Fditorial 60 EDITOR AND PUBLISHER Arnold .Alpert Business Manager Catherine Scott Rose Managing Editor Jonah Gitlitz Art Editor Rollie Devendorf ASSISTANT EDITORS Michael G. Silver Patricia Moran (IVnshington) Patty Kirsch Secretary to Publisher Sara R. Silon ADVERTISING I'roduclionSales Service Mgr Jean L. Engel Western Manager Shell .Mpert U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Western Office 1653 So. Elm Street, Denver 22, Colorado. Skyline 6-1465. Washington, D. C— 8037 Eastern Road, Silver Spring, Md. JUniper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore II, Md. Price 35^ a copy; subscription, $3 a year, $5 for tv/o years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright 1958 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. U. S. RADIO • April 1958 Hifeh YOUR Waion to \k ^tar stations and Wateh Yotit Sales 60 UP! KMYR FIRST. .. in the 15 Station Denver Market and Getting FIRSTER all the time! .4 COVERAGE where 00^ if counts . • • 5000 Wafts on 710 CHAT WITH ADAM YOUNG Number one in Omaha HOOPER 43.3 share Dec, '57 - Jan. '58, 8 A.M. - 10 P.M. PULSE 7.1 average rating Dec, 1957 - 7 A.M. - 6 P.M. TRENDEX 40.8 share Dec, 1957, 8 A.M. - 6 P.M. No. 1 in the 15 Station Denver MarketX HOOPER -Feb. 1958 KWIK More listeners than all other Pocatelio sta- tions combined according to the most recent Hooper. IHm Star stations IF RESULTS ARE A MUST, SO ARE THE STAR STATIONS DON W. BURDEN — President KOIL — Omaha NATIONAL REPRESENTATIVE AVERY-KNODEL KMYR* — Denver REPRESENTED NATIONALLY BY ADAM J. YOUNG, INC. KWIK — Pocatelio NATIONAL REPRESENTATIVE AVERY-KNODEL 'Subject to FCC Approval U. S. RADIO .April 1958 the enthusiasm of personalities who sound glad to he alive . . . who like people, and show it . . . who know how to get across to the audience. so ... in each of fhese 4 important markets . . . more people listen to the Storz Station . . . than to any other MINNEAPOLIS-ST. PAUL . . . WDCY is Ium . . . ill-day avenge. Proof; Pulse. To talk to the twins . . . talk to Hlair, or CJencral Manager Jack Thayer. KANSAS CITY . . . WHB is fust . . . all-.i..y. l'rur H-R THROUGHOUT THE DAY 860 KC 5000 V/ATTS See your || " H representative or Clarke Brown man C3 ni ii SAN ANTONIO RADIO Washington (cont'd) No Okay Needed For Emergency Operation Hroackasttis need not icquest per- mission Ironi the FCX] to operate extra hours luukr emergency condi- lions. That statement was issued hv the FC:C alter numeious recpiests lor such authority were received dining this winter's lieavy snows. FC:C asks only that it he iiiiormed ol the emergency opeiation as soon as pos- sible. NAB Asks Change In Monitor Reading Rule NAB has filed a petition with the FCC asking that am radio broad- casters be permitted to log Irecjueiuv monitoi leadings at the start and fniish ol each broadcast day rather than every half hour as the rule now requires. \.\B maiiUains that ad- vances in electronics make the 30- minute reading unnecessary as a safeguard against station interference in frecjuencies. An N.VH smvey of 1,707 stations revealed that the op- eiation ol lieipieiuy (oiuiol circuits is stable and dependable. NAB sub- mitted a proposed amendment to the FCC and called for a rule-making proceeding. Recent Hill Activity Of Interest to Radio Bills to prohibit the use ol imj>roper methods to influence decisions of members of regulatory agencies have been introduced Ijy (Congressmen William Cramer (R-Fla.) and Charles A. W'olverton (R-N. J.) . A bill to repeal the excise tax on radio and tv receivers has been introduced by Congressman Melvin Price (1) 111.) . And the anti-alcoholic bever- age group is getting up a full head of fcjam again. Petitions filed i)\ constituents urging Ciongress to ban advertising of alcoholic beverages in interstate commerce have been in- troduced by: Congressmen Rhodes (R-Ariz.) , ' Westland (R-VVash.) , Hosmer (R-Cal.) , Horan (R-Wash.) . LeCcjmpte (R-Ia.) , Williams (R- Del.),Mimtz (R-Ind.) , Norblad (R- Ore.) , Brownson (R-Ind.) , Hillings (R-Cal.) and King (D-Cal.) . 10 U. S. RADIO • April 1958 lAerchRHdlse ^^^^^ois Chlc^go. '" ^^ ^, oontmuous ^^^ ,,,er twelve .0"^^:,, can appro- ,t can be toldl ^^ 3^, ^''Y^.^Ze.'' edvertlsinS °\^^e story - ^ ^ ^^, ^^ffin en^ -yiately tei-L proven to o^th i^ . JacU Eig«- tStaiXd "consistently Yes, the ^^I'^cen be obtain Mcipeting. that results .^counts partioiP -"^" °^" , ,..e. we have seven^acc h. E^^//^' ^avertiser' At the presef ti- ,;,for^ yo^ow is a nust - and I «^^^^^^^ Your program ^^ SeD CLIE«^^- .„...ucted that a P-r ^ .^r 3^ * •*^^#w '-^" ;.. ,3.e= ^-tonH.''rc«^|^,ir..f„ro^ance." f- ^' '"' .. ..out .- ,_I?'.=ro-operstion. «' 5 y 0 years he has been active in the industry. .\mong his major achievements is the formulation of the Radio Stan- dards of Good Practice, which he helped to spearhead, and which were adopted lit the NAB membership of over 1,700 radio stations. Since assuming the presidency of NAB in 1951 he has concentrated his energies on raising broadcasting's standards of performance in its function as a prime source of information, enter- tainment and advertising. Mr. Fellows was born in Ames- bury, Mass., on March 22, 1899. He attended New York University and as a young man spent some time in show business. He became president of NAB after nearly 20 years as an official with WEEI Boston. When he left the station he was general manager as well as manager of New England operations for tlie Colum- bia Broadcasting System. .\sscxiates who ha\c watched Mr. Fellows' career feel that his youthful experience as an entertainer has no douljt contributed to his acc'om- plished plat loi 111 picseiue. He makes some (10 speeches annually to non- broadcast groups as well as industry meetings. One of his lavorite subjects is the vast influence broadcasting has upon historv and public events. Radio speaks to millions, he points out, within the span of a minute, and "enough might be said in that min- ute, through revealing the truth, to change the whole course of history." The sales field is another of Mr. Fellows' special interests. And sales- men whom he has addressed recog- nize him as a top practitioner of their art — a man who needs only to be convinced of the worth of his i:)roduct to convince others of its worth. In selling radio, Mr. Fellows knows he has such a product. He has an abiding faith in the tremen- dous economic potential of radio. He w-as optimistic af)out the future of the medium in thcjse post-World War II years when the outlook was generally gloomy. To all these responsibilities he brings a practical knowledge of broadcasting and a professional grasp of its unic|uc pid^lic service functicm. • • • { 12 U. S. RADIO April 1958 A. C. Nielsen Company reports WLW radio audience among TOP 10 in America S N ^ ^ M ^Jo-.--^ The full scope of the V/LW AUDIENCE MARKET COVERAGE No. of Counties Total H Dmes in Area Radio Homes in Area Monthly coverage area 334 3,116,800 2,987,910 Homes reached Total % of Total Homes % of Radio Homes Monthly 1,221,160 39 41 Weekly 1,067,110 34 36 NCS DAY-PART CIRCUl .ATION Once PER 3 or more WEEK 6 or 7 Daily Avg. Daytime Listener Homes 961,000 692,400 402,380 593,640 Nighttime Listener Homes 624,360 378,050 204,180 338,020 (Source: 1956 Nielsen Coverage Service) Network AHiliatlons: NBC: ABC; MBS ■ Sales Offices: New York. Cincinnati, Chicago, Cleveland ■ Sales Representatives: NBC Spot Sales: Los Angeles, San Francisco. Bomar Lowrance & Associates, Inc., Atlanta, Dallas Crosley Broadcasting Corporation, a division of.^VKiffO U. S. RADIO • April 1958 13 LATEST NIELSEN PROVES IT: WCCO Radio has more listeners than the next five Minneapolis stations . . . - St. Paul combined ! WCCO RADIO'S DAYTIME DOMINANCE WCCO Sta B Sta C Sta D Sta E Sta F Sta G Sta H FAMILIES PER AVERAGE QUARTER HOUR 23,600 7,600 V^° ' snare 7.600 thlT: ' snare 6,400 \8% share 4,600 V'^^ ' share 4 400 ^-^"^^ ^'^"" share 4,000 3^6% share 21.4% share 47.3% share NSI, NOV— DEC, 1957— STATION TOTAL, 6 AM— 6 PM, MON— FRI WCCO RADIO'S OVERWHELMING SHARE OF AUDIENCE FAMILIES PER AVERAGE QUARTER HOUR WCCO Sta B Sta C Sta D Sta E Sta F Sta G Sta H 47.37o share 4,200 5.0% share 3.9% share 2.9% share NSI, NOV-DEC, 1957, STATION TOTAL, 6 AM-MIDNIGHT, 7 DAYS METRO AREA QUARTER HOUR WINS NSI, NOV-DEC, 1957— 504 QUARTER HOURS OF PROGRAMMING METRO AREA, 6 AM- MIDNIGHT, 7 DAYS 0 'A WCCO Radio Minneapolis- St. Paul The Northwest's 50,000 -Watt Giant Represented by CBS Radio Spot Salas your best road to AKRON ^— ^ sales" It"s not listed as a highway — but our advertisers will tell you 1 150 is your best road to selling in Akron. Car registrations in Summit County (our home base) are the second highest in the l.s. That's more than a market index. It's another reason for selling on cue. For with cue, you can reach prospects whether they're in the kitchen — or in the car, on the way to the lake ... on the way to work (Akron is a 4-shift market) or shop. We can help you sell them. We deliver big audiences at low costs — 1 1.7Cc more listeners per dollar in The Greater Akron Metropolitan Area than the next station . . . follow through with merchandising that scores on cash register tapes. The whole story is on film. A note to us or Avery-Knodel will bring you the film or our new Akron Market Data Book. Tim Elliot, Pres. "Jean Elliot, Vice-Pres. H' :lli0T s GREAT INDEPENDENTS • GOOD NEIGHBORS WCUl AKRON, OHIO ions PMOVtOCNCC. R. I. WIC E 'Happy Hunting' Just a short note to offer my congratu- lations on your excellent report on nighttiuic r^idio in the March issue. In all honesty, howcxer, I read it with mixed feelings. On the one hand I was delighted with the figures which back up our own judgment — and on the other I was unhappy that you have probably exposed a "happy hunting ground" of ours for the past lew years. Joe Gans Vice President Maxwell Sackheim & Co. Inc. New York Rambler Vour -American Motors feature in the March issue is a fine job, and beautifully presented. l',\eii allowing for a certain degree ol jjaitiality on our part, we think it will draw a top "most read" rating. Congratulations to you for such a comjjieheiisivc and able handling of the subject. Virginia Grimes Director of Public Relations Geyer Advertising Inc. Research Report The (N.\H) committee report (See Hometown, U.S.A., March 1958) points out that there is a dearth of excellent, experimental evidence on many impor- tant radio problems. It further points the way to experimental studies which might be valuable in yielding our much- needed information. E. K. Hartenbower General Manager KCMO Kansas City, Mo. Budweiser We think you captured the spirit of our use of radio in a remarkable way. . . . R. E. Krings Advertising M'anager Anheuser-Busch Inc. St. Louis, Mo. 16 U. S. RADIO • April 1958 THE EDITOR A word of congratulations on your February issue, containing the story on Buchveiser spot radio plans. It is an excellent job. H. R. Thies Account Coordinator D'Arcy Adverfhing Co. St. Louis, Mo. Car Radio 1 have read with interest your article titled Car Radio in the February issue. We are interested in obtaining addi- tional copies of this particular article. Arthur L. Robertson General Manager KFML Denver, Colo. Robert Hall Please advise by return mail if we can get 50 reprints of Robert Hall Reaches the Man on Wheels. Raymond Cadell Vice President & General Manager WHSC Hartsville, S. C. Banking Congratulations on your publication! I found many very fine articles in your February issue. I would appreciate the opportunity of receiving reprints of your Banking on Radio article. . . . Keep up the excellent work! Richard Schueler Sales Manager WIOU Kokomo. Ind. The story about radio advertising for banks was outstanding. Eugene A. Mailloux Sales Manager WWON Woonsocket, R. I. I have just finished reading a most interesting and informative article. Banking on Radio. We have quite a few local banking accounts on our station, and I would like them to have a copy of this article. Lee Morris Commercial Manager WSB Atlanta. Go. "look what '^ ^^^ ,1 i.ll.i •~^^: \.> ^ ^ we ve got" Our advertisers — spending more and more on vvicE — are in every category: foods, beverages, cigarettes, soaps & cleansers, drugs & toiletries, automotive, service, etc., etc. What these advertisers all have in common is a great buy: wice delivers more listeners per dollar than any other station in the Greater Providence Metropolitan Area. We deliver this buying bonus because listeners go for the Elliot programming: more music . . . more news . . . more often. To get your share of the Providence business, get the whole story on wice. h's wrapped up in a new color film you ought to see. For a showing right in your own office, write us or Avery-Knodel. t§i^r.M^ 'Tim Elliot, Pres. "Jean Elliot, Vice-Pres ,LLIOT STJ GREAT INDEPENDENTS • GOOD NEIGHBORS AK RON. OHIO WCUE U. S. RADIO April 1958 17 ST m lo consider HOUSTON "— 'KTHT •5000 waits 790 kc now represented by • ADAM YOUNG INC. New York • Chicago • St. Louis • Atlanta • Los Angeles • San Francisco jg U. S. RADIO • April 1958 Radio in Co-op Use In 1958, radio co-op is expected to account tor an estimated $140 million of the medium's total billings Co-op advertising on radio is growing in importance and expenditure as a sales tool o£ manufacturers. It is estimated that radio co-op accounts for a minimum of 20 per- cent of the medium's total billings. With this as a guide, radio's share of co-op money should reach an estimated $140 million in 1958, up from $128 million in 1957. Because of the varied natine of co-op plans, a clear-as-crystal defini- tion is not easy to devise. It means, simply, that under specified condi- tions the manufacturer helps pay the cost of local advertising for his dealer or distributor. Or stated an- other way it is a means by which a manulactiuer can get brand recogni- tion tie-in at the point-of-sale. Usually the total the manufac- turer contributes is based on a per- centage of the dollar volume of busi- ness he does with his local man. Up U. S. RADIO • April 1958 19 co-op to that point he \.ill share these advertising costs, sometimes on a SO- SO basis, until the fund is exhausted. He also exerts a varying amount of control of copy, time the advertising is placed and often in what medium. 1 he manufactiuer also supplies ma- terials and scripts. .\mong the chief reasons for the growing use of radio co-op have been: • Retailers like it iiecause it is less costly. • There is a gr()win<; use ol co-oj) in general. • There is a growim; use of ladio advertising. • Stations are pursuing this busi- ness with greater vigor than ever before. Today, the appliance industry is the biggest user of radio co-op, fol- lowed stronglv bv groccrv products and paint and hardware. The ap- parel industn' is the fastest-growing category of radio co-op users. .\s noted, one of the impoitant reasons for the increasing use of radio co-op is the fad that it is in- expensive. As a conse(|uencc, small RADIO CO-OP USERS The following is a list of product groups which use radio in their co-op plans. They are listed ac- cording to their co-op expendi- tures for radio. 1. Appliances. 2. Grocery products. 3. Paint, hardware, building supplies. 4. Drugs and toiletries. 5. Automotive (accessories and gas-and-oil). 6. Apparel and soft goods. 7. Home furnishings. 8. Soft drinks. 9. Insurance. 10. Farm products and equip- ment. retailers, with relatively small co-op budgets, will use more radio. This point is illustrated in a survey re- ported by Lester Rrugman, a former advertising direc lor of Uulova VV^atch Co., Xew \'ork. who publishes a monthly newsletter called Cuupera- tive Advertising. The report showed that of 2,000 stores sur\eved in 1957, 70 ])ercein used radio anil j.S percent used tv. The growing impoitance of co-op to advertisers — ^and in some cases the growing reliance on radio — is illus- trated in a case study in .Mr. Krug- inan's Fel>ruary issue. The State Farm Insurance Co., Hloonu'ngton, 111., Ixgan a limited co-op program in 1951. During the first year, the company's total (o-op expenditure came to S50,00(). Oidy newspapers were permitted in the co-op program for the first two years. By 1958 all this has changed. Total co-op expendituie this year is ex- pected to reach an estimated $2,394,- 000, about 50 times the original out- lay. .\s for media, beginning in 1953 State Farm allowed lor the fol- lowing: Radio, television, outdoor jiosters, movie traileis and higliway signs. Today, radio ranks second, l)ehind newspapers, in co-op expen- ditures by the company. In 1956, State Farm's outlay for radio was S167,640, which should be consider- ably higher this year. Indi\idual companies set their own terms with their dealers and distributors, and the variety of terms and conditions is almost as great as the lumiljcr ol manufacturers that use co-op. It is estimated that at least 1,000 major national and re- gional companies make money avail- able for radio co-op. The important thing is that co-op amounts to one of the major forces guiding place- ment of local advertising and radio people are getting a more important proportionate share of the money. For, in addition to the firms that pro- vide financial assistance, there is an equal nund)er that provide materials and guidance alone. There are several reasons for the increasing use of co-op on radio. Jack Hardesty, vice president of Radio Advertising Bureau, states, "One of the reasons is that more maiudacturers are using co-op than ever before, with radio naturally coming in for a bigger cut. A sec- ond factor is that more advertisers are using radio than ever before." Almost as important as the two combined is radio's awakening in- terest in co-op from the largest to the smallest station. Co-op, of course, has always represented a sub- stantial source of revenue for news- papers. And radio people, armed witii local success stories, are pus- suing this avenue of income with greater vigor in order to get their share. R.\B is leading the industry drive to get co-oj) l)usiness with a continu- ing campaign directed at both man- ufacturers and member stations. For the former, RAB solicits the manulac turers lor consideration of radio in his co-op plans; for the latter, the bureau has an educational program for member stations on what they can do to get a bigger chunk ol this !)iisiness. Three Phases R.VlVs prcjgram to gel manulac- turers to use radio co-op falls into three phases. It attempts to sell him on the value of the medium first. Then it proceeds to convince him of the merits of local radio. Finally, it asks the manufacturers to put radio in their co-op plans, in cases where the medium has been excluded or overlooked. RAB points out that this would give the dealer, who knows the local scene best, com- jjlete free choice in plac ing his co-op campaigns. The newest device in RAB's work with its members is a loose-leaf booklet that gives details of the co- op plans of important advertisers. Several hundred such plans already ha\e been provided. The obstacles involved in greater use of radio co-op are chiefly two- fold. In the first place there is proof of performance. Manufacturers are accustomed to receiving newspaper tearsheets as evidence of the co-op camj^aign. This is something, of course, which radio cannot provide. What radio has done to overcome this is to send an affidavit of per- 20 U. S. RADIO April 1958 Typical Radio Co-op Pians APPLIANCE: Allowance — Manufacturer 25 percent: distributor 25 percent; dealer 50 percent. Limited to 10 percent of net annual jiurchases. Type radio — Dealer must get distributor approval. Company reserves right to approve reconnnendation; furnishes continuity for live announcements without cost, tran- scriptions available. Billing — Dealer submits receipted station invoices, copies of scripts and affidavits of per- formance to distributor within 30 davs after date of broadcast. DRUGS & TOILETRIES: Allowance — Soap manufacturer offers dealer advertising allowance based un purchases. Facial size, 28 cents per 144 cakes; bath size. 28 cents per 100 cakes; special deal packs (penny sales earn 21 cents per easel. Type radio — Announcements. Billing — Payment shall be made b\ manufacturer upon receipt of an invoice from dealer and upon receipt of proof of performance I certified radio script). AUTOMOTIVE (Oil and Gas): Allowance — Manufacturer 50 percent; distributor 50 percent. Based on one-fifth of a cent per gallon for branded gasoline sold to distributor during previous calendar year. Type radio — Announcements and programs selected locally b\ distributor. Company fur- nishes suggested copy covering various products and services in 2.5, 50 and 100- word lengths. Billing — Distril)utor pays total bill, submits invoices and affidavits of performance within 30 davs after end of month in which advertising was run. formancc that includes such things as the number of announcements broadcast and a copy of the com- mercial. The second obstacle is double billing, where the station will bill the dealer at a certain rate, with the dealer in turn billing the manufac- turer at a higher rate. Most media have come in for criticism along these lines, with media associations outspokenly frowning on the prac- tice. Extensive use of co-op advertising has not always been advocated by some advertising agencies. The feeling here is that money directed at co-op cuts back on the commission of an agency. Those who favor co-op say that money directed at co-op is a special type of "local push" expenditure that a manufacturer feels compelled to pro\ide. An RAB executive de- clares, "If the manufacturer didn't spend this money in co-op, he wouldn't spend it." Because of the involved nature of co-op plans, the federal government keeps its eye on this type of ad out- lay. The go\ernment's role is played through the Robinson-Patman Act, \v'hich the Federal Trade Commis- sion enforces. This law requires man- ufacturers to give all dealers equal opportunity to share in co-op funds, but the great variety of dealers and plans woidd indicate that it isn't the easiest thin<> in the A\orld to enforce. Use of co-op advertising in general has several important values for the medium as well as the manufac- turer and dealer. It converts many dealers into regular advertisers. Armed with the co-op argument that the manufacturer is footing part of the cost, time salesmen often find it an aid in enrolling new names in the list of radio advertisers. Often, they continue as regidar radio users after the co-op funds run out. Co-op advertising helps the manu- facturer because it provides local impact for his national campaigns. It stimulates his dealers to put more local promotion behind the product he sells. And it frequently enables him to tailor his local-rate adver- tising to the tastes and needs of a particular region. The use of co-op entails many extra problems, too. It involves a great deal of bookkeeping. The sta- tion first has to bill the dealer for the time. The dealer pays the bill, then provides the manufacturer with receipted station invoices, copies of scripts (in most cases) and the proofs of performance. An example of the many forms radio co-op can take is a network plan employed by NBC. It is called "salesvertising" and attempts to get local distributor tie-in support for a network advertiser. Of course, the use of local tie-ins on a network buy is in itself not new. But NBC declares that this is one of the first attempts to put this together in a package. Here's how it works: A new advertiser on the network. Mark IV of Dallas, Tex., which man- ufactures auto air conditioners, has purchased weather forecasts on Mon- itor, to be performed by "Miss Mon- itor" 8 or 10 times each weekend. The campaign will run from May through the summer. (Cont'd on p. 54) U. S. RADIO April 1958 21 Department Radio's Reluctant Giant When given adequate trial radio proves its worth to these retail advertisers A (Icpai iiiicnl >>l<)ic adver- tising director in Albuquer- (|uc, N.M., is so set against radio tliat he tears up the calling cards oi radio men. And the ad- vertising manager ol a Louisville, Ky., department store, although sold on radio, is consistently overruled by the jjresident. Why is there such aniijjathy to radio by department stores, and what are radio stations doing about it? That (]uestion was asked by u. s. RADIO in its survey of radio use by almost 500 department stores and (juasi-department stores. And significantly enough, the study reveals that where radio has been given an adequate trial, de- partmein stores of all sizes report successful results. The basic problem, however, as expressed by Ben Strouse, president of \V\VDC Washington, I). C, is that "the advertising manager is, by experience and training, a print man. His preference, based on his- torical use, plus his like of visual cuts, plus innnate conservatism, makes him basically a newspaper advertiser." Other problems facing the radio salesman revolve around this same 22 U. S. RADIO April 1958 newspaper tradition. They include the following: • Chain store headquarters, which often dictate policy to local man- agers, have the newspaper habit. • Lack of experience by advertising managers in using radio leads to weak copy, sporadic schedules and an accompanying over- esti- mation of results. • Buyers, who virtually control their individual department budgets, rely by tradition on newspapers. • A lopsided co-op money picture favors newspapers for department store advertising. • Advertising agencies lack exper- ience in radio for the department store. An all-out fight on the anti-radio bugaboo was initiated three years ago by RAB, which has spent al- most S5(),000 making presentations to department store people. "We find that we can convince the top echelons of the worth of radio," says Kevin B. Sweeney, presi- dent ot RAB, "but then there is no one at the store who has the experi- ence in the medium to follow through." Mr. Sweeney suggests that the ideal radio campaign for the depart- ment store woidd concentrate up to ,'?0 or 40 announcements on an in- tlividual item. In areas where RAB has tested this plan it has been suc- cessful. And success has been the general ride wherever radio has been given the chance to do a complete job. "Oiu" success with the Boston Store over WOKY Milwaukee, dating back 10 vears," reveals Gerald A. Bartell, president of the Bartell Group, "is based upon a high level arrangement to include a radio de- partment within the advertising of- fice. "The story of the Boston Store's radio success — long docinnented — l)egan in spite of great protest by certain of the store's buyers. It has become a permanent fix tine of the Boston Store's advertising exposure based upon continuous results." But most store officials have not been as amenable to the radio ston. .\s W. F. McCormick. station man- ager of KDIO Orton\iIle. Minn., la- ments, "If they would listen to a pitch — if they would use saturation just once — they would be back for everv major promotion." Because of the refusal of the two biggest stores in Atlanta, Ga., to at- temjjt a continuous radio campaign, reports Lee Morris, WSB sales man- ager, "they never have had any mea- surement of radio's pulling power." Peter R. Odens, associate man- ager of KICO Calexico, Cal., adds that department stores in that area are "imwilling to give radio a fair chance" because "they refuse to spend a sufficient amount in radio. They expect a tiny amount to bring in millions." And the whole problem stems from the fact that "most department store advertisiirg men," in the words of Charles L. Minn, station man- ager of ^VOKO Albanv, N.Y., "are too used to the paste-pot." How, then, does the radio sales- man get him away from the paste- pot? Many station people agree with Christian Schneider, general man- ager of W'CLHi Manitowoc, Wis., who feels that the problem is solved by "convincing the advertiser that newspaper combined with radio is far more effective than either medi- um alone. "Too many stations," states Mr. Schneider, "try to convince the ad- vertiser that the newspaper is worth- less for his advertising when for vears he has had at least fair results. U. S. RADIO April 1958 23 reluctant giant We have had excellent lesuiis In showing the advertiser that the two media, in combination, are nni)eat- ablc." Howard B. Hayes, general man ager of WPIK Alexandria, Ya., con- curs in the theory that stations should "convince department stores that radio can be integrated with newspaper schedules. "We have found," he adds, "that pitching them on the idea of plug- ging individual and special items is the best way of using radio, and pro- vides means for checking results." Radio salesmen, besides stressing results, are fmiiing success when the\ point up the values that only radio can provide. "Store managers and advei tising directors like to pla\ aroinid with their layouts," notes Jack Roberts, manager of KHT^7 Borger, Tex. "We nmst give these people somi thiu": in radio thev can stand back and admire," he declares. "Perhajis musical jingles to fit their own stores." In the same vein, Danny Shaver, president of WAGR l.umbcrion, N. C, advises stations to "create ideas and sounds that will be iden- tified with the store as well as sell the merchandise." That radio does pay off — for the advertiser as well as the station — is indicated by the department stores that have given the medium a chance. For example, in the lall ol 1951, W^oodward 8: Lothrop, Washington, D.C., went into ratlio on a large- scale test basis in order to reach I) people who missed the newspa- per adsertising and 2) new custom- ers lor its new branch stores going up in the sul)urbs. rile store now spends between Sl.- 500 and $1,600 a week, sponsoring 110 annouiucments and three and one-hall hours of jjrogram time a week over \VRC:, \VTOI» and WWDC Washington. D.C: WGAV Silver Spring. ^\d.. and WPIK A I exandria, \'a. "The more we learn al)out oui new department store market," as- serts George riius, advertising di rector of Woodward K: Lothrop, "tlu moie obvious it becomes that radio provides many unicjue opportunities to reach this market. We are con \inced that radio prochues tangilile results, selling many customers who are unattainaijie tlnough oilui media." Bigelow's Deparimeni Store in [amestown, N.V.. is ancjther exam pie of the steady use of radicj pay- ing off. The store has been a 52- week-a-year advertiser for 21 years. "Oiu" key lo successful advertis- ing on radio," says Fred E. Bigelow, president, "is consistency. We have found that radio sells merchandise." Liim Js; Scruggs. Decatur, 111., has found out, too. "Radio brings defin- ite residts," declares the store's presi- Among the department store radio successes that Radio Advertising Bureau has documented are: Bigelow's, Jamestown, N. Y., and Rothschild's, Ithaca, N. Y. dent, J. R. Holt. 'We have seen item after item completely sold out as a result of just a few announcements." I'he testimonials to radici con- tinue: from Rothschild Bros., of Ithaca, N.Y.; Gallant-Belk of Athens, Ga.; Mc.Mpins of Cincinnati, O.; The Gl()i)e Store of Scranton, Pa.; John Wanamaker of New York; Pomeroy's of Harrisburg, Pa.; Cain- Sloan of Nashville, Tenn.; Gable's ol .\ltoona, Pa.; The Higbee Co. of Cleveland, O.; Sears- Roebuck of Hickory, N.C.; L. M. Bhunstein ol New York; Schuneman's of St. Paul, Miini.. among many others. riu'se are the stores that have been sold on radio and have given the sound medium a chance to prove itscll. But what of the hard core ad- vertising directors who refuse to try radio? As Jack Reavley, general manager of KAPA Raymond, Wash., declares, "It's just a matter ol "keep plugging." " Mitlon Mall/, managing director ol WPLY Plymouth, Wis., tells v. s. RAnic) about his station's "plug- ging" that finally sold radio to H. C. Prange, an old established de- paitinent store with outlets in She- boygan, Green Bay, Appkton and Sturgeon Bay: "Our first presentations were dis- missed with the acknowledgement of radio as a medium, but one that as yet had no place for a 'solid, rep- utable firm.' Repeated presentations were made initil the barrier was at last broken with an audition jingle, which proved tcx) nuich to resist. "The business volume of the first department to be given a radio test, even in the face of a new outlying shopj)ing center and tighter money, increased beyond their highest ex- pectations. "The most interesting point is that their budget was not increased to accommodate radio. The use of ])rint was lessened to make way for ladio dollars. "We now have a contract for a minimum of 3,500 spots for 1958, and the store is using radio in all of its markets. We had no problems at all once we were given an op- portunity to make several tests on specific items and sales. "The results sold radio." • • » 24 U. S. RADIO • April 1958 Department Store Radio Users Followiiij^ is a listiiii^ ol llit' almost 300 ck])ai tiiKiit stoics aiul (jiiasi-iUjKatiueiU stores, iiu hided in tlie t . s. radio mail sampling, which use lacUo: ALABAMA WAVU Alber+vllle: Dobson's, C & H Co., Hammer's, Fair Store. J. H. Wood Store. WAPI Birmingham: Loveman's, Sears-Roebuck, Pizitz, Burger-Phillips. WPBB Jackson: Bedsole-Fendley, Glover's, Lee's, McMillan's, Gordon's. WKRC Mobile: Sears-Roebuck, Harry's. WCOV Montgomery: Fair Belk-Hudson, Loveman's, Sears-Roebuck. WWWR Russellville: Clark's, Watson's, P. N. Hirsch Co., Fred King's. WJDB Thomasville: Bedsole-Fendley. ARKANSAS KGRH Fayetteville: Campbell-Bell, Hunt's, J. C. Penney, Mont- gomery Ward. KNBY Newport: J. C. Penney, Van Atkins, Busy, Leader, Famous, Bargain Center, Salenfriends . CALIFORNIA KUBA Yuba City: Bradley's. KRKD Los Angeles: May Co. KYOS Merced: J. C. Penney, Montgomery Ward. KXLA Pasadena: May Co., Bullock's, Charleston. KWOW Pomona: Fedway, Orange Belt. KXOA Sacramento Hale's, McDonald's. KVCV Redding: C. M. Dicker, J. C. Penney. KATY San Luis Obispo: Riley's. KSRO Santa Rosa: Rosenberg's, Rosenberg & Bush, Carson's. KSTN Stockton: Smith & Lang, Sears-Roebuck, Dunlap's. COLORADO KRDO Colorado Springs: Kaufman's, Fashion Bar, Perkins-Shearer, Daniels & Fisher, Sears-Roebuck, Montgomery Ward. KDEN Denver: May Co. KLIR Denver: May Co., Sears-Roebuck, Howell's. KGMC Englewood: Joslin's, Howell's, A. G. Eaker, J. C. Penney, Hested, Coleson's. KUBC Montrose: Gordon's, J. C. Penney, Holland's. KCRT Trinidad: Jamieson's, H. Moses & Son, J. C. Penney. CONNECTICUT WTIC Hartford: G. Fox, Sage-Allen, Brown-Thompson. WHAY New Britain: G. Fox. DISTRICT OF COLUMBIA WWDC: Woodward & Lothrop, Hechts, Kann's, Lansburgh's, Sears- Roebuck. FLORIDA WKWF Key West: Burding's (Miami), Sears-Roebuck. WPRY Perry: The Emporium, Olen's, Freidman's, Eagle's. WSBB New Smyrna Beach: Thornton's, Hobb's. WJNO West Palm Beach: Belk's, King's, J. C. Penney. GEORGIA WGST Atlanta: Rich's, Davison's. WSB Atlanta: Rich's, Davison's. WLAG LaGrange: Belk-Gallant, Mansour's, J. C. Penney. WSAV Savannah: Sears-Roebuck, Levey's, J. C. Penney, Adier's. IDAHO KRPL Moscow: David's, Creighton's, Tri-State, Empire. ILLINOIS WTAQ LaGrange: Montgomery Ward, Carson's, Goldblatt's. WINI Murphysboro: Montgomery Ward. WPEO Peoria: Block & Kuhl, Bergner's, Montgomery Ward, Sears-Roebuck. WRRR Rockford: Block & Kuhl, Weise's, Rockford Dry Goods, Owen's, Sears-Roebuck, Montgomery Ward. INDIANA WANE Fort Wayne: Wolf & Dessauer, Frank's, Sears-Roebuck, J. C. Penney, WIBC Indianapolis: H. P. Wasson, Block's, Ayres'. WJCD Seymour: J. C. Penney. IOWA KWBG Boone: Graham's, Spurgeon's, Rukenberg's. KDTH Dubuque: Stampfer's, Roshek's, Edward's, Montgomery Ward, Sears-Roebuck. KMNS Sioux City: Montgomery Ward, Sears-Roebuck. KANSAS KJCK Junction City: J. C. Penney, Lytler's, Coler's. KSCB Liberal: Anthony's, McDonald's, Dobson's, Wood's, J. C. Penney. KSEK Pittsburg: Jones'. KENTUCKY WSTL Eminence: Lerman Bros., Lincoln's, Lawson's. KWYW Louis- ville: Stewart's. WEKY Richmond: Lerman Bros., Elder's, Way- man's, J. C. Penney. LOUISIANA WJBO Baton Rouge: Rosenfield's, Goudchaux's. WIKC Bogalusa: Rosenblum's, Berenson's, Marx', J. C. Penney. KSLO Opelousas: Abdalla's, Heymann's, Handelman's, American, West Bros., Ardoin's. KTIB Thibodaux: Bradd's, Bloch's, Jake's, Handleman's. KVCL Winni- field: Carpenter's, Winn Dry Goods, Shaw's, Milam's, Hearne's. MAINE WKTQ S. Paris: Carne's, Newberry's, Lambert's. MARYLAND WBAL Baltimore: May Co., Stewart's, Hecht's. WTTR Westminster: Coffman Fisher, T. W. Mather, J. C. Penney. MASSACHUSETTS WCCM Lawrence: Sutherland's. WHYN Springfield: Clark's. WJDA Quincy: Sheridan's, Raymond's, Filene's, Jordan Marsh, Sears-Roe- buck. WORC Worcester: Sherer's, White's, Jordan Marsh. MICHIGAN WFYC Alma: Gittleman's, Bennett's, Elmore's. WJMS Ironwood: Paul's, O'Donnell-Seamans, S & L, J. C. Penney. WSOO Sault Ste. Marie: Burns', Montgomery Ward. MINNESOTA KBUN Bemidji: O'Meara's, S & L, Sears-Roebuck, J. C. Penney. KYSM Mankato: Brett's, Salet's, S & L. KDIO Ortonville: Habicht's. ^■loberg's, J. C. Penney. MISSISSIPPI WMOX Meridian: Marks-Rothenberg, Alex Loeb. WROB West Point: McGaughy's, Carty's, Belk-Hudson. MISSOURI KFAL Fulton: Montgomery Bell, Blattner's, Hirsch's, J. C. Penney, Montgomery Ward. KCMO Kansas City: Jones', Macy's, Sears- Roebuck. KMMO Marshall: Missouri Valley Store. KTTR Rolla: Bishop's, Dillon's, Darr's, Carp's. MONTANA KOPR Butte: Burr's, Hennesay's. KXGN Gl«ndive: Anderson's, Federated, J. C. Penney. KIYI Shelby: Buttrey's, Anthony's, J. C. Penney. NEBRASKA KLIN Lincoln: Gold's, Miller & Paine, Sears-Roebuck, J. C. Penney. KAWL York: McDonald's, J. C. Penney. NEVADA KORK Las Vegas: Ronzone's, Richardson's, Sears-Roebuck, Schwartz Bros., K & K, Franklin's, Allen & Hanson. NEW HAMPSHIRE WLNH Laconla: O'Shea's, Lougee's. NEW JERSEY WFPG Atlantic City: M. E. Blatt. NEW YORK WOKO Albany: Meyers'. WDOE Dunkirk: Sidney's. WABC New York: Macy's, Gimbel's, Wanamaker's, Abraham & Straus. WOV New York: Blumstein's, Montgomery Ward. WDLC Port Jervis: J. C. Penney. (For further listings see p. 55) llllllllllllllllllllllll!lll!!lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^^ lllllll!! U. S. RADIO April 1958 25 How Radio and Country Music show team monitoring performance from control room at Chicago Civic Opera House, includes (left to right) Jack Naylor of N.W. Ayer, producer; Roddy Rogers, account executive; Jim Denny, show's packager; engineer, and John R. Latham, Philip Morris brand manager. 26 U. S. RADIO • April 1958 Radio Gets 20 Percent of Budget As Spot Radio Promotes Touring Network Music Show Music Sell Philip Morris has stepped out of thousands ot store windows all over America and taken to the open road. Its country Music Slimu has played its way across the country now for 15 months, and with it the cigarette has new friends, new sales, and a new approach to radio. The cigarette firm is employing a unique approach to radio by com- bining spot radio in support of a weekly network show. Philip Morris uses the sound medium for two rea- sons: to advertise its product and to billboard the traveling show. The comjjany is putting more than 20 percent of its total adver- tising budget into radio. This is slightly more than in 1957, the year that marked Philip Morris' return to the sound mediimi after virtually abandoning it. It is estimated that the company has been spending at the rate of 517 million a year for overall advertising. The free show was originally a promotion for all of the Philip Mor- ris In(. brands (Marlboro, Parlia- ment, Benson & Hedges, Spud) , but since October 1957 it has been the exclusive property of Philip Morris cigarettes. Indicating its faith in "the great potential in a luiique em- ployment of network radio," the company has transferred the pro- gram from an original regional south-south central hookup to the entire CBS network. Vifal Medium "Radio is vital," declares Joseph F. Cullman III, president of Philip Morris Inc., "in building the pheno- menal crowds that attend our tour- ing show." The shoAv plays six nights a week in auditoriums and arenas, with the best performance taped for the Sunday night network broadcast. "Imaginative use of the medium has revealed to us exciting new dis- coveries," comments Mr. Cullman. "We've re-discovered radio — both spot and network programming." The "exciting new discoveries" in- clude the unimagined scope of coun- try music and the flexibility and coverage of radio toda\. The devel- opment of the show is explained by NeAvt Cunningham. Philip Morris account executive at N. \V. Ayer & Son Inc., New York: "Although we started with a re- gional network, we found that inter- est in this type of nuisic was not con- fined to any geographical area of the coimtry. The tour proved this to us — and it has become a national show in the truest sense." It would be easici lo ii^t the states that the show has not visited than to run down the itinerarv. W^ith big country music names like Carl Smith, GoldieHill, Biff Collie, Red Sovine, Ronnie Self, and many others, the sliow has attracted record crowds and record good-will lor its s|)onsor. "There's nothing hill-billy about it," Mr. Ciuiningham stresses. "It's good old-fashioned country music, and we have found that there's a taste for it from Maine to Arizona. "The fan mail is great — the char- acter of it as well as the quantity. Coimtry music fans are extremely loyal." ' It is this loyalty that Philip Mor- ris hopes will eventually pay off in cigarette sales. Ratings-wise, the show has caught on all over the na- tion. Nielsen gives it a 2.S percent U. S. RADIO April 1958 27 pliilip morris share of audience, which makes it one of the top-rated network radio shows today. And a special Pulse study reveals that the 9 to 9:30 p.m. (EST) Sunday broadcast is ranked third out of 11 competitors — in New York Citv. Sales Increases "There have been noticeable in- creases in Philip Morris sales in the areas visited by tlic show," reveals John R. Latham. Philip Morris brand manatfcr. "In addition, there have l)een increases in areas the show reaches only by radio." Mr. Latham cpialifies his remarks by pointing out tiiat "it is extremely difficult to pinpoint any one adver- tising medium or effort in a midti- media plan as i)eing responsible for sales results." lUit the facts indicate that the show has promoted sales, along with goodwill iind l)i.iiul rec- ognition. Pliilij) Mollis, wlio^c agency, N. VV^. Ayer S: Son, boosted its own radio budget to a lO-veai high in 1957, has an audience potential of 98 percent of the nation's radio homes through 200 outlets with its weekly broad- casts. Sales increases in places like New England and \\'ashington State, where the road show has not trav- elled, are directly atiiibuied to the ijroadcast bv several lojj executives of the (igaiette company. "Radio does iiioie than sell our product," says .Mr. Latham. "Radio gives terrific coverage lor less cost, thereby freeing otlui inonex loi oili- er efforts. "()1)\ ioush." he ( Diuiiuies, "i\ has been successhil ,iiul li.is ( uaied sales impact for maiiv acheitiseis, but it is a luxui\ medium. For example, an alternate-week l)u\ ol a hall-hour tv program, even though ,i mediocre and low-rated one, oilen costs about S2.r) million. "1 hat figuie, lor most advertisers, is a sum greater than the available budget. And, in many instances, it represents a sum ecjual to or a dis- proportionate slice of the total budg- et. This limits vou to a single me- dium." Radio Needed The company and its agency, agreeing that a consumer franchise of a high-tm no\ cr, low-price prod- uct, cannot be maintained by using only one medium, tinned to radio. "We were s[)ending a substantial amount ol money for the show, any- way, and we had to put it to work," Roddy Rogers, radio-tv account ex- ecutive on Philip .Morris, points out. "\V^e had to decide how best to use it loi .idvertising purposes. We de- cided on radio. "Spot radio is the life-blocKl of the travelling slunv," says Mr. Rogers. "\\\- bn\ amioiiiK cmcnts about six Country music talent boards touring bus for one of six perfornnances a week throughout country. Philip Morris credits show with rise in sales and popularity where the show has travelled, and in areas of the country where it is heard only on radio. 28 U. S. RADIO April 1958 weeks ahead of our appearance in a town, using- either a big country music personality or the station with the biggest local audience. Our budg- et for these radio spots is about three times greater than the budget for newspaper ads. "We have found, Mr. Rogers adds, "that the best possible way to bring people to a country music show is by radio, especially country music stations. The loyalty of these fans is unbelievable." The ingredients in Philip Morris' successfid ventme into country mu- sic, according to Mr. Latham, are "a colorful, nice-looking group of peo- ple, a star attraction (Carl Smith) , and our jModuct's identification with the show." "Identification" was the original purpose of the show, because Philip Morris had a public relations prob- lem in the South. Originally, com- mercials were institutional — stress- ing that Philip Morris is a firm based in the South, with factories in the southern states. "Identification is also being achieved," Mr. Latham adds, "by our touring btis." The bus, painted brightly with the Philip Morris sym- bol and the names of the performers, is on the road six days a week and stops each night for a show. Johnny, perennial symbol of the cigarette, makes occasional appearances with the troupe. Since the Philip Morris brand took over the program, selling commer- cials have been added. They are in- tegrated with the program, usually in the form of by-play among cast members. An announcer is never used. "Our copy people," says Mr. Rog- ers, "have become pretty proficient in writing in the vernacular of the individual performers. Their com- mercials are scripted by format, and are hardly ever read word-for-word. Copywriter Alan Meyer and Tom Hopkins, the copy supervisor, have travelled at times with the show and know the cast." Johnny, perennial symbol of the cigarette, goes over script for one of his occasional appearances with show. The low-pressine messages are usually delivered by Bun Wilson, the troupe's comedian, with star Carl Smith acting as straight man. A re- cent example had Bun interrupting the message to protest that his cousin Jed liked Philip Morris, but not for the usual reasons. Bun; Oh, Jed likes Philip Morris fine. But not be- cause it's good to his taste. Jed says Philip Morris is kind to his ears. Carl : His ears ! Bun: Yeah. See, poor Jed has sort of special ears. They don't set close to his head like most folks' ears. They're bigger, too, and they kind of flap when the wind blows. And you see, Jed likes to keep his cigarette behind his ear sometimes when he's not ready to light it. But his ears are naturally quite sensi- tive, with all this flap- ping they do, as you can imagine. Well — the point is — Jed says Philip Mor- ris is the only cigar- rette that doesn't irri- tate his ears ! "We receive maximum sponsor identification through the name of the show, and especially through the ad-lib nature of these commercials," says Mr. Rogers. "Radio gives us complete flexibility with commer- cials." Evidence that the desired identifi- cation has been established comes in the letters that the show has drawn, and in the fact that most are ad- dressed to the sponsor, not the net- work. And, with the combined promo- tion of spot radio, local disc jockeys and the network show, large crowds are flocking to see the show. "We have broken attendance rec- ords almost everywhere," reports Mr. Latham. "In the Louisville Munici- pal Coliseum we drew 16,000 during Derby week — the biggest crowd ever recorded by a show, and second only to Billy Graham's appearance there." Local disc jockeys have also co- operated with the touring troupe, interviewing the performers and, in many cases, playing some of their records. In this way, local radio has helped to build an audience for the network show as well as for the live performances. Columbia Records has recorded a long playing album called the Philip Morris Country Music Show which is doing well all over the countr^^ The album has proved a capable advance man wherever the show has appeared. The show is much in demand for civic events and military bases. The troupe has entertained aboard an aircraft carrier at the Norfolk, Va., International Naval Review, at the Jamestown (Va.) Festival, at Fort Bragg, N. C, at Keesler Air Force Base, Miss., and at such events as the Marine Corps Reserve "Toys for Tots" show at Evansville, Ind. Philip Morris has taken advantage of radio's economy, flexibility, cov- erage and audience loyalty — and has proved to itself and to the industry that "imaginative use of the medi- um" can lead to a resurgence of popularitv and sales. • • • U. S. RADIO April 1958 29 Keystone affiliates provide active merchandising support, as wit- nessed by these aids for Carnation and Kellogg Co., among others. All over the country-- IT'S ^Mm^ftS ALL-BRAN (fOLKS, US KiaOGG'S \ { "iltNVS, IN MAINi \ / KmOSS'S AUSKA fOlKS. irS KmOGG-s\ /'fHltNVS. IN MAINi AU-BRAN DOWN )( IVS KmOGGS IN KiNJuay K \ jii^Sii'' IN mSRASXA KiUOGG'S ALLBKAN y oursms othirs 3 to h STATION K6UN I lure is a simple iiiathe- iiialical game that Keystone Broadcasting System has been playing successhilly with ad- vertisers and agencies lor 18 years. You take the retail sales volume and other market facts of the small class C and D markets and then multiply by a given number of radio stations. The result amoimts to an important chunk of America's total buying j)o\ver. Specifically, KBS desciihes the ele- ments of its mathematical equation: • Total retail sales in the 2,308 C and D counties covered by KliS amount to 2.H.8 percent of the U.S. total, or .145,728, 1 07,000. • Food and drug store sales in these markets come to 26 per- cent of the total, or .$12,039,627,- 000. • The number of radio stations affiliated with the KBS network now total 1,029. In its effort to serve rural and Aometown America, KBS has under- gone extensive growth. The number of stations that have affiliated illus- trates this groAvth. In 1940 when the network started, there were 66 Rural Markets With 7,029 radio station affiliates, Keystone's coverage stretches across 13 million radio homes in C and D counties affiliates. The jump in stations to the present nimiber is an increase of about 1,450 percent, KBS reports. Of coinse, like most business en- terprises, KBS has had days of rough going. Although started in 1940, the first national account wasn't signed until 1942. The first major hurdle, declares Sid Wolf, president of KBS, was convincing advertisers on the importance of C and D markets. "It took a few years before people real- ized that these areas were more than 'peanut whistles'," he comments. Takes Over Mr. Wolf took over KBS in No- vember 1940, after it was first or- ganized in January of that year by another group. Today, Keystone continues to stress the importance of C and D markets and is getting a greater lis- tening ear from agencies than ever before, KBS declares. It is campaign- ing for higher allocations in budgets for the small market. When television came along. Key- stone had a stiff battle on its hands because of the millions being poured into the new medium. And in 1949 and 1950 the network experienced some rough times. To an extent. Keystone is still fighting the battle of tv because of the visual medium's great demand on an ad budget. But surprisingly enough, it is the very nature of tv's high cost that is now proving to be a sales tool for the network. Pointing to the strength of Key- stone's basic (oncept, Mr. Wolf de- clares, "Since 1945, no less than 2,000 radio stations have gone on the air in rural areas. If these stations can prosper on local business, there's no reason why they can't perform the same service for the national account at the local point of sale." The way Keystone functions is de- scribed by Mr.' Wolf: "KBS is a network affiliation of mainly small-town and rural markets located throtighout the country. We have the same type of affiliation agreement with oiu- stations that is made by other national net^vorks, namely the two-year contract. We are not a wired network but a tran- scription network." Keystone claims that its coverage throughout the U. S. extends to 31,144,846 radio homes, reaching a potential audience of 96,549,023 lis- teners. Affiliated stations are located primarily in C and D counties, al- though some stations are in A and B counties, where they provide some type of specialized program service (e.g., Negro programming on a Bir- mingham, Ala., affiliate) . C and D Coverage Its potential C()\erage in tlic C and 1) counties amounts to 13,026,570 radio homes. 1 his is 76.9 percent of total radio homes in these coimties, KBS notes. One of the significant things about Keystones coverage is that 793 or 77.1 percent of its affiliates are in single-station markets, where ratings can be as high as 19.1, KBS declares. It also adds that 972 or 94.6 per- cent of affiliates are in towns of 50,000 popidation or over, with the balance of affiliates covering com- munities whose populations are as small as 10.000. U. S. RADIO April 1958 31 The importance ol C and D niai- kets to Keystone as well as the ad- vertiser is iniderlined by Xoel Rhys, executive vi(e president, who states, "No less than 923 or 89.8 percent of KBS' affiliates are located exclusively in C and D markets. One ol the mo->t important developments in the his- tory of Keystone is the growing em- phasis on these counties in the cur- rent tliinking of the national adver- tiser and iiis agency. "So vital has this consideration be- come that we will momentarilv re- lease a map \\c just h.id run olT showing the potential ol the C and D areas to the national ad\ertiser and agency." In 1957, Keystone serviced 79 na- tional accounts, some of whose yearly expenditures on the netwoik ranged up to .$500,000. The advertiser list includes the names ol some of the biggest national atcounis. Heavy Users At pie>> lull share ol the spotlight at the \AH (omention in Los Angeles, accoiciing lo plans coming out of the association's lieackjuai teis in Washington. The .S()th annua! meeting, which is scheduled to take place April 27 through May 1, is expected to draw- close to 4,000 representatives from broadcasting, advertising and allied fields. Ihe radio agenda will high- light the medium's business outlook ill 1958. A key part ol this agenda will be a 90-minuie sales presentation by RAB on \\ ediiesday, .\pril 30. It is called "Your Future Is Sound" and will deal with the extent to which adver- tisers are using radio as a primary medium. Among other radio features of the convention will be the medium's role in national defense and the stand- ards of good practice in broadcast- ing. John F. Meagher, vice president loi ladicj al N.Vli, will preside over all convention radio sessions. Alihough final ])laiis were not com- plete al press lime, inlormaiion available from NAB bespeaks an agenda of hard-rock importance for all those inleiesied in the sound medium. And a neat tie-in with the convention for the radio industry is the fact that the concluding day is the kick-olf date for National Radio Month. 1 he theme lor this commemora- tion, which will be carried to every corner of the V. S., will be "Radio Is Close to You." Mr. Meagher ex- plains that the theme was selected to dramati/.e the personal role which radio plays in the lives of Ameri- cans. Week-to-week variations of the theme are planned to maintain in- terest in the observance which, for the first time, will be extended from a week to a month, NAB states. 34 U. S. RADIO April 1958 I John F. Meogher, NAB radio vice pres. Merrill Liidsay, NAB radio board chmn. J. Frank Jarman, convention co-chmn. Shapes Radio's Agenda The association's kit to radio sta- tions includes spot announcements to guarantee variety throughout the month. There will be an tm panel session on Monday morning. Ray Green, WFLN Philadelphia, Pa., chairman of the NAB's tm radio committee, will preside. Merrill Lindsay, WSOY Decatur, 111., chairman ot the radio board ot NAB, will address broadcasters on Tuesday. He will talk about the state of radio today and plans for Radio Month. His remarks will be followed by a panel on "This Busi- ness of Radio — Inventory 1958." This w'ill feature Matthew J. CuUi- gan, vice president in charge of NBC Radio, and Frank M. Headley, pres- ident of Station Representatives As- sociation, as well as F. C. Sowell, WLAC Nashville, chairman of the am radio committee. Radio's role in national defense will be highlighted Tuesday after- noon in a session that will comprise Commissioner Robert E. Lee of the FCC and Kenneth W. Miller, U. S. supervisor of CONELRAD. On Wednesday afternoon there ^\'ill be a presentation based on NAB's new audio-visual symbols ot good practice. The session is called "Good Practices are Good Business." Worth Kramer, WJR Detroit, chair- man of NAB's standards of good practice committee, will preside. The annual banquet will be held Wednesday evening and will feature an ASCAP-produced sho\\-. In light of industry and govern- ment interest in the problems of mu- sic licensing, NAB has decided to replace a radio management session Thursday morning with a meeting for the organization of an all-indus- try mtisic licensing committee com- posed of members ami non-members of NAB. Facilities of both the Statler and Baltimore hotels in Los Angeles will be used tor the NAB conclave. Members of the NAB convention committee, in addition to Mr. Lind- say, are: co-chairmen, J. Frank far- man, WDNC Durham, N. C, and W. D. Rogers, KDUB-TV Lubbock, Tex.; Thomas C. Bostic, KIM A Yakima, Wash.; William C. Grove, KFBC Cheyenne, Wyo.; Robert Rey- nolds, KMPC Los Angeles; John Fetzer, WKZO-AM-T\' Kalamazoo, Mich.; C. Howard Lane. KOIN-AM- TV Portland, Ore.; James D. Russell, KKT\' Colorado Springs, Colo., and Harold P. See. KRON-T\' San Fran- cisco. NAB's •12th annual Broadcast En- gineering Conference will be held concurrently with the convention at the Statler Hotel. • • • v. S. RADIO April 1958 35 U.S. RADIO... the monthly magazine for buyers and sellers of radio advertising Looks forward to seeing you at the NAB Convention . . . in Los Angeles . . . April 27 -May 1 We'll be there, of course . . . Come on up to the room, our staff sure would like to meet all of you. And if you can't make the convention, remember — RADIO will have top coverage. Be sure to see our Convention Issue (out April 27) . . . it'll be loaded with full convention data about RADIO . . . in ad- dition to all our regular features.* Closing date for Convention Issue advertising space Is April 14 36 U. S. RADIO • April 1958 Radio in Put>iic Westinghouse Public Service Conference brings together Don McGannon, WBC pres., and Sen. John Kennedy. Public s e r \ i c e program- ming— tor many years con- sidered nothing more than a broadcaster's FCC obligation — has been showing new lustre on the local scene. Advertisers, too, are expres- sing new interest in high-quality programming ot this type. Evidence ot the new enthusiasm for public service formats has been the ^Vestinghouse Broadcasting Co.'s Baltimore Conference on Local Public Service Broadcasting. Speaking to representatives from more than 325 radio and television stations, Donald H. McGannon, president of WBC, said, "As broad- casters we can ncj longer afford to give lip service to the phrase, 'public interest,' as contained within the statute under which we are all licensed. We must not look upon it as a legislative device of entrap- ment, but as a mandate literally passed to us by the American people through their elected representa- tives." Leading agency and broadcasting executives pointed out that more public service programming need not necessarily mean red ink on the ledger sheets for the local broad- caster. A. W. Dannenbaum Jr., W^estinghouse vice president, said that broadcasters are so aware of the cost-per-thousand yardstick that they and agency media people may be overlooking other important con- siderations, including the "effective- ness-per-thousand" gauge. Some pro- grams ha\e greater impact than others, Mr. Dannenbaum comment ed, and public service broadcasts are well up on the impact scale because they appeal to a basic human need, and invoke the individual's emo- tions. To support public service broad casts and to make them pay, "the broadcaster should put as much ef- fort into promoting and publiciz- ing them as they do when selling commercial content," according to David Partridge, advertising and sales promotion manager for West- inghouse. Proper promotion is es- sential, since without it "there won't be very nuich service because the public won't be paying any atten- tion to yoiu- program." John R. Hinlbut, promotion and puljlidiy director, \VFBM-.\M-T\' Indianapo- lis, Ind., pointed out. Promotion and publicity, as well as program content, is vital to a radio news operation, according to James Snyder, news director, KDK.\ Pitts- burgh, Pa. He said that three dif- ferent "pid)lics" must be sold on the news operation — the sponsors, ihe audience and the newspapers. "If people don't hear us, we want them to hear about us," Mr. Snyder said. Dining the panel discussion on ra- dio news, broadcasters argued tlie merits of 15-minute versus five-min- ute newscasts, with achocates of both formats supporting their views with station success stories. Panelists noted the trend toward more and more sponsor acceptance for news shows. Once the news has been reported, should stations then take sides and editorialize? The decision to edi- torialize is up to the individual l)roadcaster, in the opinion ol War- ren Baker, general counsel tor the FCC. The government watchdog is only interested, he said, in seeing that fair and equal presentation is offered the "other side" on definitely controversial issues. Mr. Raker ex- plained the FCC position prior to a jjanel discussion in which John P. Crohan, vice president and station manager, AVICE Providence, R. I., said that the need for editorializing is particidarly important in com- munities where there is only one strong newspaper, or where all the papers are monopoly-owned and ex- press the same editorial opinion. In the award spotlight, WSB .\t- lanta, Ga., won WBC's Radio-Tele- xision History Award Contest for its program "Witness," a studv of the Civil War. Ruimers-up were WBAL-T\' Baltimore and KROX- TV San Francisco. • • • U. S. RADIO April 1!).58 focus on radio A Quick Glance At People, Places And Everts Around Radio-Land OPERATION AIRWATCH HELPS motorists untie traffic snarls as this helicopter from KABC Los Angeles broadcasts up-to-the-minute traffic conditions in the greater Los Anqeles area. Started as a community service, Airwatch is now fully sponsored 16 times a day. WHEEL OF FORTUNE spins tor hstcno -. to WFIL Philadel- phia, Pa., as station inaugurates "WFIL Dollar" promotion. Tlio v/heel tu.ns up a winning serial number every hour. Mrs. Ma.-y Muthig wins $840 while Bill Webber, WFIL porsonclity, congratulates her. Performers Phil Sheridan (loft) and Stu V/ayne get set to give the wheel another whirl. WALT AND CIRCUS clowns make merry in Tampa, Fla. Bob Walters, disc jockey, is shown here getting into the circus spirit. He was guest m.c. at the opening per- formance of the Ringling Brothers, Barnum and Bailey Circus. U. S. RADIO April 19.58 _,. SNOW TAKES RICHMOND as Yankee weather invades Virginia last month. WRVA turns attack into a radio victory b/ sponsoring contest to see who could bu Id the biggest snowman displaying the station's call letters Dav!d Mayers stands beside his entry, which v/on top prize. WCBS NEW YORK aids education by donating record- ings of hour-long roundup of the "Big News of '57 " to 325 schools in the New York area. Sam Slate, general manager, presents Mayor Robert F. Wagner (center) with copy of program. With them (left) is Richard L. Stahiberger, the station's sales promotion manager. DEEPFREEZE IN OMAHA, Neb., fails to cool its citizens' warm-hearted response to WOW's appeal for the 1958 Heart Fund drive. Protected by vintage overcoats from the sub-ze.o temperatures, station personalities Al Lamm (left) and Joe Martin move their shows outs'de studio to work for the charity. IT'S A DOG'S life. This revelation comes to the fore at KBIG Catalina, Calif., where this "sturdy" dog gets the best of care from (left to right) Marvin Beineke, representative of Sturdy Dog Food, which sponsors an afternoon newscast; Alan Lisser, KBIG program director, and Craig Sandford, president of Sturdy. TWO MOBILE UNITS, one inside the other, cover news for WSKN Saugerties, N. Y. Shown inside the 27-foot trailer, completely equipped for broadcasting, is the station's 770-pound German Isetta. Jeep alongside hauls the trailer and is also equipped as a broadcast unit. Admiring the set-up is John P. Lynker (left), station presi- dent, and W. Irving Rose, vice president and director of sales. U. S. RADIO .\pril 1958 39 as basic as the alphabet UHi>flB-^BiKJHki^BL4H)flLJHMBUJKHJBw*i*B'^^^ EGYPTIAN Peering bock through the mists of time, mony scholars believe that our letter B started as the Egyptian pic- ture-sign for courtyard or house. PHOENICIAN Somewhat later, the Semitic inventors of the alphabet adapted the house-sign and let it stand for the first sound of belh (house). GREEK In the early Greek writing (bousfrep/iedon or ox-turn- ing), alternate lines read from right to left, then left to right. The result wos a mirror-image letter, befa. ROMAN Liking the archaic Greek let- ter, the Romans carved it in stone in the rounded form we know and use today. Hiilorical data by Dr. Donald J. Lloyd, Wayne Stale Universily The basic letters for successful radio advertising^ in Detroit and southeastern .Michigan are \\\\J. This is Detroit's original radio station — the friendly voice that has entertained and informed most of today's adult Detroiters since their childhood — the welcome voice that holds a unique place in the hearts and loyalties of its listeners. Start vour radio campaign here — with the ^^ ^^J Melodv Parade, \\ \\ [ News, with popular person- alities like Hugh Roberts, Faye Elizabeth, Jim \\ ood. Bob Maxwell, and Jim DeLand. It's the basic thing to do! W M MW M M M AM and FM WW J RADIO WORLDS FIRST RADIO STATION Owned and operated by The Detroit NeWS NBC Affiliate National Representatives: Peters, Griffin, Woodward, Inc. B est radio buy to reach most Michigan consumers. Seventy per cent of Michigan's population commanding 75 per cent of the state's buying power lives within WWJ's daytime pri- mary coverage area. 40 U. S. RADIO April 1958 hometown USA • Local Promot'ion • Commercial Clinic • Station Log • Radio Registers M=^ Disc Jockey's Changing Roie Is Viewed Storz conference studies d.j.'s changing role in mapping programming trends Some of the more than 2,000 persons who attended the first annual Pop Music Disc Jockey Convention, sponsored by the Ston Stations, to examine radio trends. The disc jockey, long re- garded as strictly a talent, is adding other dimensions to his character, according to a recent industry gathering. State- ments made at this conclave would indicate that as more advertising dol- lars go to independent programming, the d.j. is beginning to take on both the role and responsibilities of the big businessman. This new position was much in evidence at the first annual Pop Music Disc Jockey Convention, held in Kansas City, Mo., last month. Sponsored by the Storz Stations, the meeting brought together 1,110 representatives of station manage- ment and the major recording com- panies, as well as approximately 1,000 disc jockeys. IJ S. RADIO • April 1958 41 HOMETOWN U.S.A. Major emphasis during the three- day conference was plated on the disc jockey's new status as a "pro- fessional man" and upon his interest in more flexible programming. During many of the panel dis- cussions and forums, verbal salvos were fired at the programming rigidity implicit in top 40 and for- mula operations. Mr. Storz, in his message to the convention, outlined the changing role and new responsibilities of the disc jockey. He said: "For some time, independents, though morj num- erous, did not achieve nnportance or influence in radio's overall pic- ture. Then came the revolution! Television entered the picture . . . Am stations, as previously conceived and operated, lost ground steadily as tv took over the living room. New Era "Enter hen- ihc new era of radio," Mr. Storz commented. "The first successful years were rewarding for the d.j. in his new-found glory and for the stations, too. But with more importance came more responsi- bility, greater com|x^tition and an increased obligation on the part ot disc jockeys to listeners, advertisers and stations." Determining how best to fulfill this three-fold responsibility consti- tuted the main purpose of the con- vention, according to Bill Stewart, national program director for the Storz Stations and coordinator for the convention. "Only by bringing this great array of talent together in a free exchange of ideas and ob- jectives can wc grow as an industry." The commercial point of view was strongly emphasized in the many opinions offered on the improve- ment of music formats. One of the most outspoken proponents of the need for revamped programming was Mitch Miller, Columbia re- cording artist. Mr. Miller objected to "the ab- dication of your programming to the corner record shop; to the pre- shave crowd that makes up 12 per- cent of the country's population and zero percent of its i)uying power." He pointed out that 75 percent of the population is over 14 years old and forms the majority of listeners, and that these adults "want variety, musicianship, a little bit of literacy and a bit more' sophistication in their nuisic." Adam Young, president ol Ailam Young Inc., national representatives, stressed the importance of the older teenager as "tomorrow's customer, " and remarked ih;il thcv represent "in certain fields purchasing power and in others fields influence on their parents." Mr. Young also dec larcd that "the good music- and-ncws stations have great domi- nance among the young housewives and are particularly dominant in the 20 to 40 age group, the group in which typical lamilies appear to have the greatest purchasing power." Reed Farrell, KWK St. Louis, Mo., advocated appealing to this group because "while the teenager can help to hypo ratings, results from s])on- sors must have e(|ual importance. "The Storz. McLendon, Bartell, Plough groups and other smart in- dependenls ha\e l)cen sutccssful not onlv 1)\ l)cin<' iiilUuruial in record 'Granddaddy Martin Block as he appeared at Kansas City, Mo., disc jockey meeting. sales to teenagers, but also bv being clever and original in production techniques, news coverage, station sounds and personality develop- ment. They went to the markets where there was no rock and roll and without competition captmcd the teenage market. \Vh\ not now go where there is nothing but teen- age rock and roll progranuniug and offer something different? ' Mr. Fairell asked. In any case, Gordon McLendon, president of the McLendon stations, believes radio will be so successfid in the ncai fiuure that it will cut sharply into newspaper advertising budgets. -Agency media people, he told the meeting, are discovering that newspaper circulation docs not necessarily mean readership. Harold Krelstein, president of the f'lough stations, urged disc jockeys to "stand up and be counted" in their communities, to be consistent in their principles and not go by a day-to-day policy. Failure to do this results, he feels, in loss of commu- nitv identification for both the d. j. and the station. This "personal" quality of radia was also einphasized by John Box |i., execiuive vice president of the Balaban stations. "The Balaban ap- proach to fornuila jMogrannning is liased upon the modern concept of radio as a personal medium. I firmly l^elieve that the disc jockey or per- sonal! iv is an integral part of the lonnula radio that will survive wlun the rock and roll operators find themselves surrounded by oper- ations that sound exactly as they do. ... I believe it takes a disc )c3ckey or personality to do the best selling job for sponsors. His indis- pensable attril)iite is that he is the kind of guy every listener would like to have as a companion." Mr. Stewart of the Storz Stations, will coordinate the second annual cl. ). convention, wiiich has been an- nounced for March of next year. The meeting will again be held in. Kansas City, and it is hoped, a Storz spokesman said, that agency and ad- vertiser representatives will attend the 1959 session. • • • 42 U. S. RADIO • April 195S l^ HOMETOWN U.S.A. commercial clinic Agency Executive Recommends Institutional Approach For the Local Advertiser The local advertiser should make more extensive use in his radio copy of the institutional approach to sell- ing, according to Howard M. Wil- son, vice president and copy direc- tor, Kenyon & Eckhardt Inc., New York. Mr. Wilson advocates this copy line in spite of the fact that "both national and local advertisers usually tend to consider institutional com- mercials a luxury to be indulged only in good times when sales are boom- ing. As soon as people become more cautious about their spending," he comments, "clients quite naturally concern themselves with moving the goods off the shelves instead of with creating a friendly, reliable picture of their firm in the mind of the con- sumer. They then turn almost ex- clusively to direct sell copy which confines itself to extolling the merits of the particular product." Local Retailer What the local retailer sometimes fails to realize, Mr. Wilson points out, is that his selling problem is in some respects quite different from that of the national advertiser. To move goods off his shelves the local man is almost obliged to show his customers that he and his person- nel are nicer, more accommodating; and friendlier than his competitor. The national advertiser, on the other hand, is not so dependent on personalizing his corporation and its personnel to the consumer because in most cases he has no control over his distributors, Mr. Wilson believes. The customer comes in contact with independent businessmen, who may cany several competing lines of goods. As a result, the national company must rely for sales primarily on con- vincing the consumer that his prod- uct is superior, Mr. Wilson states, and in many instances, only second- arily on the fact that the company behind it stands for integrity, prog- ress and public service as well as pri- vate profit. Howard M. Wilson, K&E v.p. Since the advertiser over the local radio station is often the man who carries goods manufactured by many national advertisers, Mr. Wilson points out, he should sell his own "institution." The local man should convince his public that his com- pany offers the best service available in town and the national ad\ertiser should convince the public that his product is the best on the market for the cvistomer's needs. "Naturally I'm not advocating that the local advertiser omit news about his products, his prices and his values," Mr. Wilson continues. "The public wants to know these things. But I do believe that when the owner of a department store gets on the radio and talks about his company he is doing institutional advertising and selling goods in the process. After all, to most people in that town he is the institution." "Humanize" Companies Mr. Wilson states that ^vhere a company man cannot or does not want to do commercials himself, the local announcer or disc jockey should s:et to know the advertiser's store or service and "humanize" the com- pany for the consumer. "The corporation today is a per- sonality," Mr. Wilson says. "It is like a human being, and the bigger and more complicated it gets the more neuroses and complexes it acquires. It wants to create the impression in the public mind of being a pleasant ^\ ell-balanced personality, just as most of us do." "Radio," Mr. Wilson says, "on the national level is most useful for creating a corporate image when the problem and the solution are easily defined and relatively simple. Radio is best when you want to create a quick impression and don't require reflection and leisiae for your mes- sage to penetrate." • • • U. S. RADIO April 1958 45 HOMETOWN U.S.A. Station log Courtroom Coverage; Emergency Operations RADIO ACTIVITY Microphones in the touitiooni took another step closer to acceptance during a recent murder trial in Omaha. Neb. Although barred initil tiie final clay, reporters set up remote broadcast equipment in the corridor. KF.VB's Glenn Desmond averaged six on-the-scene broadcasts a day durins, the two and one-half week trial. WOW rejiorts that when the judge allowed the microphones into the courtioom to air the actual ver- dict, he admitted that the coverage "did not 'lisMipt the decorum of the com t." • Snowbound .\lleiUown, Pa., de- pended on radio for information during winter's "worst storm in 50 years" in the area. WKAl*. which stayed on the air ior 60 straight hours, claims it received thousands of telephone calls. The station says it carried announcements of road conditions, public transportation, ap- peals for snow lemoval iielp. school Baseball is in the air. Sponsor team for Baltimore Oriole games over WTOP Washington, D. C. includes A. Krleger and LeRoy Cohen of Gunther Brewing Co.. T. J. Kurdle of Esskay Meat Products, William Goehegan of Gunther, T. E. Schluderberg of Esskay and Lloyd W. Dennis, WTOP vice president. and iiulustii.il pl.nu schedules and lecjuesis lor emer^enc \ fne, food and ambidance niunbers. WR.VP's staff aided the authorities in 50 maternal, food and medical emergencies. • .According to KI'IK .San .An- tonio, lex., H. L. Ingersoll. man- Smiling salesmen surround Al Wolins, executive vice president of McDaniel's Super Food Markets of Los Angeles, as he signs for 20,000 spots on five area stations. Standing (left to right) are Bob Kaufman of KFWB Los Angeles; Bob McAndrews of KBIG Avalon; Loyal King of KXLA Pasadena; Mort Sidley of KLAC Los Angeles, and Frank Crane of KDAY Santa Monica. ager of .\ K; A (a edit Service, a local fin;ince company, doesn't have to be con\inced al)out radicj's immediacy. .Vs he stared down the barrel of a hold-up man's pistol, Mr. Ingersoll was interviewed over KITE's "beep- er phone" by the station's news edi- tor. KITE put in the call after pick- ing up a "holdup in progress" re- port Iroin the police radio. Just to complete the coverage, the station gave an on-the-scene account minutes later as the hold-up man shot it out with police. • A public service campaign to bring children closer to their fathers has been started by a committee un- derwritten by DC.A Food Industries Inc., New York. The group is pro- moting "Fun with Pop" with the help of one major medium in each city. Several radio stations have joined the campaign, and the com- mittee has stated its preference for radio in reaching the youngsters. A national essay contest, culminating Fathers' Day, will be conducted to find the "Nation's Happiest Pop." The six-week campaign, running from June 1 to July 15, will cost about .$1 million. Valuable prizes will be given to local champions.* •• 44 U. S. RADIO April 1958 HOMETOWN, U. S. A. radio HOME BUILDER ^ I nviv... ..w.-.^^.^ , Home Builders Association contracted for a series of spot announcements over KDKA Pittsburgh, Pa. , to promote the sale of homes in various develop- ments — at a cost of §324 per week. Two days after the announcements began, Sampson Bros., a member of the association, had sold 21 homes in bad weather. Five extra salesmen had to be brought in, says the client, and they were not enough to handle "the crowds of people." The spot schdule is now running on a continuing basis. TEEN-ACE DANCES I When Skateland, a Pueblo, Colo., skating rink, decided to run dances for teen-agers, it called on KCSJ to promote the events. A KCSJ disc jockey moved his record show to the rink at a cost to Skateland, which sponsored the event, of $150 on the night of the first dance. Results: 1,150 persons attended at 50 cents apiece. A second dance the following week drew 1,300. I APPLIANCE SALE Olympia Food Lockers, Olympia, Wash., burned down recently at 6 a.m. Sears Roebuck & Co. phoned KGY at 10 a.m. with an order for 20 spots announc- ing that it would store all food salvaged by Olym- pia's customers at Sears' deepfreeze warehouse. By the end of the day, 41 of the persons who had accepted the offer also purchased deepfreeze units. Results are traced directly to radio, as the local newspaper did not hit the street until 4 p.m. I PHARMACY The Hall Drug Co. of Jefferson City, Mo., spent $36 for a one-minute announcement a day over a five-day period on KLIK to hypo sales of Dristan, a cold remedy. On the third day. Hall notified KLIK that they were completely sold out and a check of other pharmacies in a six-county area indicated either that they were also sold out or their stocks were nearly depleted. KLIK's method: live "beeper-phone" conversations with satisfied customers. A check by the store revealed, accord- ing to its owner, that when asked where they heard of Dristan, radio was the predominant answer. RANKS Uth IN THE NATION in per family income ($7,339.00) Source: 1957 Survey of Buying Power COLUMBUS GEORGIA 3 county metropolitan area USES THE LOCAL & NATIONAL FAVORITE WRBL TELEVISION: COMPLETE DOMINANCE • MORNING • AFTERNOON • NIGHT OF ALL FIRST IN U # A^/r\ QUARTER HOURS 97.3% Area Pulse— May, 1957 RADIO: LEADS IN HOMES DELIVERED BY 55% Day or night monthly. Best buy day or night, weekly or daily, is WRBL— NCS No. 2. WRBL AM — FM — TV COLUMBUS, GEORGIA CALL HOLLINGBERY CO. V. S. RADIO April 1958 45 TO MEET HEAD ON A NEED THAT EXISTS IN THE RADIO FIELD TODAY .., * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. ltAMPi00 50 WEST 57th STREET NEW YORK 19, NEW YORK ftofh Hoof er »d NsoTR^ WEBC Leads AU DAY in "^^ Duluth and Superior . MORNING HOOPER 50.9% PULSE 42% AFTERNOON .. ■ HOOPER 52.5% PULSE 46% EVENING PULSE 42% I ^.^r- SHARE OF AUDIENCE J 1 MOOfa III U iilli ijl II 1 111' ULSE 1 jiihiiij Jjll ll ii|,p ! Iw'" If" 111' li „ ,.ij report from RAB Summertime Is Hot For the Advertiser, Too, RAB Evidence Shows SEE YOUR HOLLINGBERY MAN In Minneapolis Sau Bill Hurl.y Radio, ill contrast to other media, does not lose circulation when the tempera- ture rises. Recognizing this fact, adver- tisers with products or services that need suiiiiiRT pushing have been turning to radio. Indications are, according to tiie Ratlio ,\dvcrtising Bureau, that radio will be in for an even bigger share of sunmier allocations in 1958. Advertisers are buying simimer radio to reach its vast, out-of-homc audiences. The Pulse Inc. reports tiiat out-ol-home listeners last summer added 25 percent to radio's in-home audiences. As might be ex]je(ted, these autlieiKCs soar over the weekend dri\ing period. On Satur- day and Siuiday afternoons and evenings in the summer of 1957 out-of-home au- diences averaged from 10 to 33 percent more tiian the winter ones. Even dur- ing the week out-of-home listening was substantial. Car radio is oiilv .i part of tlie sum- mer radio jjicture. however. Advertisers know they can reach customers througii tiie some 11 million portable sets in use. A Pulse study shows that 44.2 percent of the groups visiting parks, beaches and piinic grounds on a summer day have portable sets with them. .\nd what's more important, 71.9 percent of these sets were in use when the survey was made. In-Home Listening In-home listening, R Ali states, remains strong in the simimer months. Pulse figures show very little difference be- lueeii radio's winter and summer in- liome audiences. For example, for the 6 a.m. to 12 noon weekday period, it is 21.96 percent for summer and 21.99 percent for winter. Other weekday time segments reveal little variation between seasons. Radio's vumiiurtime rise is in sharp contrast lo hot-weather conditions usual- ly prevailing in other media, RAB points out. Printed media exposure de- clines in the summer when families are outdoors more, and so does television. In the average summer week, according to Pulse in 27 major markets, tv drops 19 percent below its average winter viewing level. National spot radio, on the other hand, in June, July and August billed more than one third of the record spending in this medium for the first nine months of 1957, according to RAB. This was not always the case. When summer rolled around, advertisers pulled in their horns. It happened in all media, radio included. Radio began to outdistance its com- petitors when .American summertime buying habits began to change. People are taking more trips and are spending more money when they take them, RAB says. .Americans have more leisure hours today when they can go outdoors, travel and see the sights. But they carry their basic buying habits with them. And they carry their radios. Sales Time As the facts in one of RAB's summer presentations ("Some Like It Hot . . . P'specially Summer Radio .Advertisers") prove, for many products and services, summertime is the most important sell- ing time of the year. For instance: • More train and plane travelling is done in the summer months than during the rest of the year. • People spend more dollars on fix- ing up, cleaning up and adding im])rovements to their homes. • More people go out, eat out and buy entertainment. • Summer months are among the big- gest in the year for car dealers, hardware stores, grocers, filling sta- tions, building materials dealers, drug stores, bottlers and brewers. • In total retail sales, June is bigger than April and September; July is usually bigger than March or Feb- ruary, and August is always superior to January, February and March. Radio's simimertime value to the ad- vertiser is reflected in set sales. Of the 15.4 million sets produced in 1957, 3.2 million were portables. Automobile set sales hit 5.4 million, more than 713,000 over the figures for 1956. With America at play and on-the-go in the summer, radio gets the biggest play. • • • 46 U. S. RADIO • April 1958 Where Do Great Ideas Come From? From its beginnings this nation has been guided by great ideas. The men who hammered out the Constitution and the Bill of Rights were thinkers— men of vision — the best educated men of their day. And every major advance in our civilization since that time has come from minds eqrdpped by education to create great ideas and put them into action. So, at the very core of our progress is the college classroom. It is there that the imagina- tion of young men and women gains the in- tellectual discipline that turns it to useful thinking. It is there that the great ideas of the future will be born. That is why the present tasks of our colleges and universities are of vital concern to every American. These institutions are doing their utmost to raise their teaching standards, to meet the steadily rising pressure for enroll- ment, and provide the healthy educational climate in which great ideas may flourish. They need the help of all who love freedom, all who hope for continued progress in science, in statesmanship, in the better things of life. And they need it now! If you want to know what the college crisis means to you, write for a free booklet to: HIGHER EDUCA- TION, Box 36, Times Square Station, New York 36, N.Y. HIGHER EDUCATION Sponsored as a public service, in cooperation tvith the Council for Financial Aid to Education U. S. RADIO April 1958 47 BEFORE BUYING RADIO IN KENTUCKIANA Check your John Blair Man or Bill Spencer at WKLO LOU! SVILLE ^%" 1080 KC report from \ OON'T lA/*., !^^*- y HAVEN'T 1 LOOKED UP! SPECIALIZED NEGRO PROGRAMMING With 100% Negro programming per- loi^nel, KPRS it effectively directing the buying habitt of its vast, faithful audience. Your tolei message wastes neither time nor money in reaching the heart of its "preferred" market. Buying time on KPRS is like buying the only radio station in a community of 127,600 active prospects. 1,000 W. 1590 KC. KPRS KANSAS CITY, MISSOURI for ovai/abffifies call Humboldt 3-3100 Rrpresented Nationally by— ' John E, Pearson Company Christal Links Stations For Commercial Broadcast; Walker Co. Reorganized The Hemv I. ChriNtal Co. has an- nounced iliai it set u\> a direct-wire national radio hookup. Unking together comniertially for tlie first lime all 18 of the stations it represents. The ottasion was the NCAA baskethall dianipionship game on .March 22. 1 he basketball championships o\er the C'.hristal-represented stations origi- nated from Freedom Hall at the Ken- tucky State Fair groinids. through the facilities ol \VH AS Louisville. WHAS sportscaster Cawood Ledford handled the play-by-play. The broadcast was co-sponsored h\ Brown &: Williamson Tobacco Co., ilnough Ted Bates &: Co., New. York. The other half of the program was pur- chased by Gidf Oil Clorp., through Young & Rubicam Inc., New York, and H-.\ Hair -Arranger, through R. Jack Scott Inc., Chicago, in markets within their respective distribution areas. Country Music Link Charles Bern.nd Sc C^o. lias completed a sale to a national advertiser. Sinclair Refining Co., tying together for the first time all of Bernard's 18 stations. Mr. Bernard says billing and scheduling will be handled as a unit. The representative reports that Sin- clair purchased an initial 18-station line-up starting ^^arch 21 for 40 weeks, until the end of the year. The oil company will use a saturation spot schedule of its "five-second safety pattern" announcements, utilizing morn- ing and evening "traffic hours." Morey, Humm &: Warwick Inc., New York, is the agency for Sinclair. Walker-Rewalt The Walker Representation Co. Inc. has been rechristened The Walker-Re- walt Co. Inc., and Otis Rewalt has moved up from vice president to execu- ti\e vice president in the new set-up. Wythe Walker ccjiiiinues as president of the radio-tv representative firm. Mr. Walker established the firm in Chicago 15 years ago and was joined by .Mr. Rewalt in !!)!() when the company's headc|uariers was moved to New York. .Mr. Rewalt became a vice president in 1952. Walker-Rewali has branch offices in Boston, .Atlanta. (Chicago, Los Angeles and San Francisco, and will move to larger quarters in May at 347 Madison .\ve.. New York, where it is presently located. New Office Venard, Rmioul K; McConnell Inc., radio and t\ ic|)icsenlalive, has opened an olhce in Dallas, Tex., with Clyde Melville in charge. Other offices are in New York, Chicago, Los Angeles and San Francisco. At the same time, WVKO Columbus, O., has announced the ap- pointment of the firm as its representa- tive. Brown Advises TAB Speaking before the Texas Associa- tion of Broadcasters, Clarke R. Brown, president of Clarke R. Brown Co., southern station representatives, ad- \ised station operators to maintain one rate card for local operators and an- other one for regional and national accounts. He said, "Your local or retail card should be held strictly for bonafide 're- tail accounts.' All other accounts re- gardless of geographical origin — if they are a specific prochict or service offered for resale through any multiple of ra- dio outlets — should pay strictly on the basis of your general card or cards. "By strict adherence to the rule," he stated, "you are insuring your own future in this business." • • • 48 U. S. RADIO April 1958 John Blair (seated) chats with some of his staff members as they appeared nearly 20 years ago. All but one are still close to the organization. Left to right, Gail Blociti; Paul Ray, retired manager of the Chicago office; Blake Blair, treasurer, John Blair & Co., and Charles Dilcher, manager of the Atlanta office. 25 Years Selling Radio This month marks the 25th anniversary of John Blair & Co. .\ quarter of a century ago a young man seeking fame and fortune would have been advised to "go "W^est." But John Blair found both by going East. In the 25 years since Mr. Blair and his early partners, Humbolt Grieg and Lindsey Spight, opened their doors in San Francisco, the Blair organization has moved east- wartl across the country expanding ^^ith the broadcasting industry. Blair predicts that 1958 will be the best year in its history. From his vantage point as one of radio's pioneers, Mr. Blair looks back into the past, commenting on radio's lean years and its good years, and he looks ahead into broadcasting's fu- ture, which he feels "will play a still greater part in American business life. "For broadcasting," he says, "is the most personal form of communica- tion between the makers of consimier goods and the customers on whose volume the very existence of mass production depends. I am con- vinced that the power of broadcast advertising has been a vital factor in the acceleration of American busi- ness to a production pace of which we could hardlv have dreamed a sen- eration ago." A generation ago the Blair organi- zation was accelerating at a rapid pace itself. In the first year of opera- tion it opened two new offices — in Chicago and then New York — in ad- dition to its original jumping-off place in San Francisco. Since then the company has added branches in Boston; Detroit; Los Angeles; Seattle, Wash.; St. Louis, Mo.; Dallas, Tex., and Atlanta, Ga. It now serves 44 stations, most of which are in major markets. As the company has grown, Mr. Blair has noted important changes in the broadcasting industry. "The past 25 years have seen a revolution in radio," he says. "Local program- ming— keyed to the interests and tastes of the station's own area — is the foundation of radio's strength and vitality today. Years ago, in cooperation with a group of our major stations, oiu" organization made exhaustive studies of effective program techniques, studies which I believe hastened the trend to the local personality programs." In 1954 when spot radio suffered a slump, Blair's business declined on- ly slightly. At that time the firm de- cided to increase its efforts to show the advertiser how spot radio could bring him more business. The rep- resentative has since worked up pre- sentations, as a part of its sales de- velopment program, designed to sell spot radio to advertisers and agen- cies who do not use the medium. The Blair organization's faith in the broadcasting industrv's value to clients will soon take a tangible form when the company erects a new 10- story building in Chicago. "Our de- cision to erect a modern office build- ing reflects our great confidence in the continuing growth of the broad- casting industry," Mr. Blair states. The proposed building will occu- py the southeast corner of Michigan Avenue at Erie Street. Mr. Blair attributes the giowth of his firm to "our biggest asset — people." He believes that the qual- ity job is done by quality people. Blair employees, now totaling 135, have a liberal pension plan and share in the company's profits. The firm is wholly owned by 50 of its employees, and claims a relatively low turnover rate. Mr. Soieht, one of Mr. Blair's original partners, is still vice presi- dent of the western division. Mr. Grieg left to become a vice president of ABC and then went into tv sta- tion ownership. The firm's name was originally Grieg, Blair &: Spight, but was changed to John Blair & Co. in 1935, which still deals exclu- sively in radio. Blair Tv and Blair Tv Associates were developed later, the former representing television stations in the top 25 markets, while the latter handles those in other markets. • • • U. S. RADIO April 1958 49 KFAL RADIO report from FULTON, MISSOURI Prime radio service to four principal cities of Central Missouri. • FULTON • MEXICO • COLUMBIA • JEFFERSON CITY Mail r«'>>poii*«' on a recent KFAL pro- gram drew mail from 67 ooiinlics of Mii^souri. 8 rounties itf Illinois, and 4 counties of Iowa. .-IVD — Therv uas tn> girpatcay. Ju>t a "thank you" note or letter from appreciative listeners. Buy a big audience at low cost-per- thousand every day on KFAL. Re- queM >CS#2 for details of Mid- Missouri's most listened-to Station. Contact — INDIK SALES, INC. or KFAL RADIO Tel; 1400 Fulton, Missouri 900 Kilocycles 1000 Watts i# CHECK ALL THREE Size of Audience . . . because WREN delivers nearly half of all the homes in the Topeka market every )>inf;le day. Quality of Audience . . . because WREN'S all-round programming appeals to a buying class, not the sophomore class. Cost of Audience . . . because wren's rates are rea.sonable. Check with your George P. Hol- lingbery man. 5000 WATTS • TOPEKA, KANSAS Judge Attacks Ad Tax As Dangerous And Discriminatory Much has been said and written about ilie atieiupts of a handful of city govern- iiients to impose special taxation on advertising. One of the most forthright presentations has been made by former Judge Joseph Sherbow of Baltimore, Mil., who was instrumental in obtain- ing a repeal of the advertising tax in his (ity. He outlined his objections to the tax in a speech before the Radio- Television Kxeciuives Society in New ^•o^k. In sui)stance, he counseled advertis- ing agencies, their clients and the media through which they sell that they must all Ij.ind together to prevent the spread ol discriminatory advertising taxation, if they wish to keep their freedom .nid ilieir profits. |udge Shi I bow, legal representative to the .Maryland .\dveriising Clouiuil. pointed out the "great dangers inherent in this form of taxation" shoidd it s|)u,id lo other communities. I h( jiid;.;!' credited the members of ihi M.ii\l,iii(l \dvertising Council with "moulding into a fighting team all the op|M)niiits of the taxes," which ini hided l.iboi .IS will .IS merchants and media |)irsomiel. 1 his iiuick action, spear- headed by the advertising profession, the judge said, was responsiiilc for a law passed in the state kgisl.iiuii .md signed into effec t by Ciovernor Theodore McKeldiii, wliiih "prevents Baltimore City and every other local suljdivision of the state of Maryland from ever again imposing discriminatory taxes on advertising from and after December 31, 1958." When members of the advertising profession .ippeared ijefore the Balti- more C.ity Comic il to protest the levy, they made the following points. Judge .Sherbow said: • "National advertising brings into the community money from the outside. Dry uj) this resource and the community will suffer. Balti- more must lompete with every other city for the advertising dollar. With these taxes in effect, the advertiser will go elsewhere to spend his money. • "The media cannot absorb the taxes. • "There will be a competitive ad- vantage for the merchant in near- by counties who would not have to pay these taxes." The radio stations pointed out, the judge said, that they — especially the smaller ones — might have to move from the citv into adjoining counties. The weekly iiews|)apers said they were in the same boat. • • • I Joining forces against ad tax are (left to right) Jannes Proud, president of the Advertising Federation of America; Frederic Gamble, president of A. A. A. A.; Judge Joseph Sherbow, counsel to the Maryland Advertising Council, and John Daly, president of R.T.E.S. and a vice president of the ABC radio and tv network 50 U. S. RADIO April 1958 How your truth dollars help keep the Reds in the red • The truth dollars you give to Radio Free Europe help keep truth on the air behind the Iron Curtain. And the truth is an enormous- ly disruptive force to the Reds. For it keeps their captive people thinking . . . wondering . . . and less than completely dominated. The truth keeps needling the Reds. Breaks through their monopoly of lies. Keeps them unsure. Off balance. And thus the truth keeps up to forty fully armed Red divisions tied up policing Russia's satellite countries. Forty divisions, mind you, that might otherwise be put to more aggressive use elsewhere . . . and who knows where? Your truth dollars keep the 29 super- powered transmitters of the Radio Free Europe network on the air . . . broadcasting the truth behind the Iron Curtain . . . every hour ot every day. Why your truth dollars .' Because Radio Free Europe is a private, non-profit organization supported by the voluntary contributions of American busi- ness and the American people. And your dollars are urgently needed to keep it on the air . . . to help operate its transmitters, pay for its equipment and supplies, and its scores of announcers and news analysts in 5 languages. Help keep the Reds in the red. Send your truth dollars to Crusade for Freedom, care of your local postmaster. FREEDOM IS NOT FREE! Your Dollars Are Needed To Keep Radio Free Europe On The Air SEND YOUff TRUTH DOL.t.ARS TO CAftK OF YOUR I.OCAI. POSTMASTER U. S. RADIO -April 1958 51 * U.S. RADiO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADiO 50 WEST 57th STREET NEW YORK 19, NEW YORK report from networks NBC Sales Up 30 Percent; Riddell Sets Move to ABC- CBS Adds $200,000 Billings NBC Radio disc loses that for ihc period from January 1 to mid-March 1938, net business was up 30 percent over the same period in 1957. From January ."> to February (i, new sales and renewals accounted for total net business of ,d)out $1,1 10.828. At the same time, NBC reveals that hnal figures for 19.')? showed the net- \\(uk 11 percent ahead of \\)'U\ in net business. Biggest purchase was b\ .Midas Inc., which bought one quarter of Neius-oii- llir Hour for 52 weeks at $1,050,000, be- ginning in ,March. Other 52-week buys were by Lever Brothers' Rinso for day- time serials, and by Plough Inc. and Anieritan .Motors for Monitor Xeivs. California Packing Co. purchased 26 weeks of News-on-t he-Hour co-sponsor- ship. American Tobacco Co. for Lu(ky Strike bought 13 weeks of 10 Bob and Ray segments a week and Bristol-.Myers Co. took \$ weeks of Pockrtbook Sews. Other purchases were by Rexall Drug Co., Lever Bros, for Pepsodent tooth brushes, VVestclox Division of General Time Corp., \'ick Chemical Co., Ruiieroid Co., Burlington Indus- tries, Libbv-McNeil & Libby, Olin .Mathieson (Chemical Corp., R. J. Rey- nolds Tobacco Co., Readers Digest, Chrysler Corp. {or Dodge, Grove Laboratories for Fitch, 20th Century- Fox and Cult is Circulation Co. Riddell Sets Move In his new jjost as c.\eercent of net purchases. An- other company uses co-op only during special promotions it stages from time to time during the year. In each case, it notifies wholesalers and dealers, telling them about the allowance foi the promotion. Whatever the individual plan, manufacturers in greater numbers across the country are finding that ladio co-op presents one ol the mcist suitable ways of getting brand recog- nition al the point of sale. • • • KOSI • KOBY turn over products not audience V BOTH RADIO STATIONS No.linHOOPER&PULSE 6 am-6 pm overoge shore KOBY No. 1 in NIELSEN 6 om-9 pm overoge shore KOSI • KOBY SAN FRANCISCO 54 U. S. RADIO April 1958 DEPARTMENT STORES (Cont'd from p. 25) NORTH CAROLINA WBBB Burlington: Sellars', Belk-Beck, J. C. Penney. WSCR Durham: Ellis-Stone, United WGAI Elizabeth City: Belk-Tyler. WFMC Goldsboro: Belk-Tyler, Leder Bros., Snype's, Hub. WHNC Henderson: Leggett's, Roth Stewart, Davis', Jordan's, Rose's, J. C. Penney, Norwich's, Tonkel's, Charles Stores. Wl RC Hickory: Spainhour's, Melville's, Belk-Broome, Sears-Roebuck, Zerden's. WAGR Lumberton: Belk-Hensdale, Collins- White, Raylass, J. C. Penny's. WHIT New Bern: Belk's, Coplon- Smith, Sears-Roebuck, Montgomery Ward, J. C. Penney. WMSN Raleigh: Charles, Hud- son-Belk, Barters, J. C. Penney. WSJS Winston- Salem: Thalhimer's, Davis', Anchor's, Belk- Stevens. NORTH DAKOTA KLPM Minot: Ellison's, The Fair. OHIO WCKY Cincinnati: Rogue's, McAlpins, Shil- lito's. WLW Cincinnati: McAlpins, Shillito's. WERE Cleveland: Higbee's. WBNS Columbus: F & R Lazarus. WMRN Marion: Frank Bros., Kline's, Montgomery Ward, J. C. Penney, Sears-Roebuck, Uhler's. WPKO Waverly! Stiffler's, Luckoff's, McDonnough's, Lazarus', Modern Mart. WHKK Akron: O'Neil's, Polsky's. OKLAHOMA KADA Ada: Gluckman's, Anthony's, J. C. Penney, Harp & Ashland. KTMC McAlester: Hunt's, Goldberg's, Anthony's, Dobson's, J. C. Penney. KAKC Tulsa: Brown-Dunkin, Van- dever's, Renberg's, Froug's. Goods, American, Sears-Roebuck. KFJZ Fort Worth: Leonard's, Monnig's, The Fair, Strip- ling's, Everybody's, Cox's. KERV Kerrville: Anthony's, Schreiner's, Davis', Montgomery Ward. KVIC Victoria: Dunlap's, Danburg's, Anthony's. KWTX Waco: Goldstein-Migel, Cox's, Monnig's. UTAH KLUB Salt Lake City: Z.C.M.I., Paris Co.. Wolfe's. KWHO Salt Lake City: Auerbach, O'Brien's. VIRGINIA WPIK Alexandria: Woodward & Lothrop, Hecht's, Sears-Roebuck, Montgomery Ward. WKEY Covinqfon: Rooklin's, Leggett's, Cov- ington, Everybody's. WDVA Danville: Thal- himer's, Johnson's, Sears-Roebuck, Harnsber- gers. WSVA Harrisonbur']: Leggett's, Ney's, J. C. Pennoy, Bargain Place. WYVE WytSe- ville: Legge't's, Felix's. WASHINGTON KITI Chehalis: Sears-Roebuck, Montgomery Ward, J. C. Penney. KARA Raymond: Bitar's, Dracobly's, J. C. Penney. KOL Seattle: Sears- Roebuck. KEME Toppenish: J. C. Penney, Sears-Roebuck. WEST VIRGINIA WHIS Bluefield: Cox's, Leggett's, Collins'. Montgomery Ward, J. C. Penney. WDNE Elkins: Goldberg's, Montgomery Ward. WRON Ronceverte: Federated, Leggett's H-P, Yarid's, Lynn's. WISCONSIN WCUB Manitowoc: Prange's, Boston Store, Scheutte Bros., Sears-Roebuck, J. C. Penney. WOKY Milwaukee: Boston Store, Schuster's, Gimbel's. WPLY Plymouth: Prange's, Ley's. WSHE Sheboygan: Prange's, Hills, Jung's. WJMC Rice Lake: Herberger's, Abramson's. W3AU Weusau: Fair Sfore. • • • COLOR RADIO sells the new carriage trade OREGON KOOS Coos Bay: The Hub. KERG Eugene: Miller's, J. C. Penney, The Broadway. KBOY Medford: Crater's, Mann's, Durham's. KMCM McMinnville: Miller's, J. C. Penney. KOIN Portland: Meier & Frank, Bedell's. PENNSYLVANIA WHOL Allentown: Leh's, Sears-Roebuck WRTA Altoona: Gable's. WBVP Beaver Falls: Benson's, Davidson's, Sears-Roebuck, P. C. Penney, Montgomery Ward. WCMB Harris- burg: Pomeroy's. WCRO Johnstown: Glosser Bros., Penn Traffic. WIP Philadelphia: Gim- bel's, Wannamaker's, Strawbridge & Clothier Lit Bros. WPEN Philadelphia: Gimbel's, Wan- namaker's, Strawbridge & Clothier, Lit Bros., Snellenburg's. WSCR Scranton: Globe Store! WNAE Warren: Metzger Wright, J. C. Pen- ney, Montgomery Ward. SOUTH CAROLINA WAKN Aiken: Moore's, Belk's, White's. WALD Walterboro: Belk-Hudson, Novit Siegal. TENNESSEE WBIR Knoxville: Miller's, Rich's, J. C. Penney. WLOK Memphis: Bry's Sears-Roebuck. WLAC Nashville: Cain-Sloan. WSIX Nashville: Har- vey's. WSOK Nashville: Harvey's, Turner's. WSEV Sevierville: Thompson's, Draper & Dar- win, Rich's, Wade's. WDBL Springfield: House's, J. C. Penney. TEXAS KHUZ Borger: Anthony's, Dunlap's, J. C. Penney. KURV Edinburg: Vela Mora's, Farris', J. C. Penney. KELP El Paso: Popular Dry )m ir] KFWB CHANNEL The new Carriage Trade wheels the market basket, and decides most expenditures. Whether she's on wheels in mobile Los Angeles or at home, she is tuned to KFWB Color Radio, for her seven friendly deejays. Proof of performance: over 50% of all time sold — consistently— is super-market goods. Add motion to promotion on KFWB. National representatives: John Blair & Co. President and General Manager: Robert M. Purcell U. S. RADIO April 1958 SJ * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK radio ratings Most Timebuyers Say Ratings Have Value If Used Properly, NBC Spot Sales Survey Shows Moii tiiiubiuers bflie\e tiiat ratings are a necessary factor in buying decisions provided they are properly understood and applied, according to a survey by NBC Spot Sales. Among the 326 timebuyers from 225 agencies and offices throughout the (ountry who responded to the NBC Spots first Timebuyer Opinion Panel (juestionnaire, the large majority take the position that ratings are important. However, this group feels that ratings should be used only as a guide to the subjoctive judgment of the timebuyer. Ratings, most say, are valid indica- tions espetially when considered over a period of time, but are only one mea- sure of desirability. Some others are audience composition, patterns of ac- cumulation, frecjuency of exposure, sta- tion integrity, station acceptance in local commuiiitN, the program itself, sponsor identification, experience and overall know-how. Minority Opinions f he panel rc\ cals that a small minor- ity group is entirely favorable to "buy- ing by the nimibers," while a group of about the same si/e strongly expresses the opposite position, stating that "the worst possible fault (of which stations as well as buyers are guilty) is to treat a rating as an absolute measurement." The group that "buys by the num- bers" looks upon present rating serv- ices as superior to the methods of mea- surement used by competing media. They believe ratings are honest and provide the only method of justifying buving decisions in unfamiliar markets. Ihey say that strict adherence to rat- ings is likely to produce sales results with far greater consistency than guess work or "contradictory station and rep- resentative claims." The anti-ratings group declares that "the small samplings on which ratings are based cannot furnish reliable sta- tistics," and notes that different services measuring the same periods often ar- rive at "startlingly different results." Among the suggestions submitted by the buyers are: • All markets should be surveyed monthly. -^- • Rating liooks should be published and delivered more quickly. • I'.ac h book should contain an alphabetical index of programs. • Services should initiate secret rat- ing weeks. • .\ nonprofit audience research or- ganization shoidd be established. • Services should be more fairly priced for small agencies. • All rating services should report audience composition figures. • A station should report one rat- ing service and not switch because of favorable or unfavorable re- sults. Timebuyer Comments "Ratings are frec|ueiuly ihc most im portant factor lo determine the best buy," says Rudolph .Marti of Campbell- Mitliun Inc.. .Minneapolis, Minn. "\ buvcr c.in'i .issume evci7 salesman is right and that his station can deliver more homes than his competition." "The greatest problem," states Paul Davis, media director at McCann- trickson, I>os .\ngeles, "is the tendency on the part of relatively unsophisticated advertisers to rely entirely on ratings." "Our agency is not one of those which restrict timebuyers to the use of one rating service in making decisions," reveals Anita Wasserman of L. C. Gum- binner .Agency, New York, "All are of use — all have tiuir limitations — either in sample size or method used." "Ratings are one of the greatest myths of our time," declares Herbert Ringold, ])artner at Phili[) Klein .Advertising, Philadelphia. l';i. "When you put com- petent, experienced agency people in a position where they must buy in ac- cordance with statistical nonsense — l;ow infantile can you get? We do it, loo — but against our own desires." "The rating problem is primarily a problem of user-ignorance," states Richard S. Paige, associate media di- rector of Grey Advertising, New York. "That is, the confusion arises due to the lack of knowledge, by the users, of exactly what the rating service is de- signed to measure and the limitations of those measures." • • • 56 U. S. RADIO • April 1958 Now get the complete Network picture! SPONSORED and ""--"•"'^;::^';-- '-""«' NETWORK RADIO RATINGS VOL.2 >^«-^ MARCH 1, 2, 3, 4, 5, 6, 7, 1958 ,N - » n..T OF HOMt USTtNINC rV^'^^f ; RADIOPULSB THE PULSE, INC. ^30 FIFTH AVENUE NEW YORK 19. NY e3««WILSHIKE BOULEVARD LOS ANGELES 48. CALIF. SUSTAINING Largest available scientific sample 26 top markets IN-HOME OUT-OF-HOME TOTALS ^Jatings per Quarter Hour Audience Comp per program MEN, WOMEN, TEENS, CHILDREN With the tremendous upswing in radio now more than ever you need total tune-in — outside Hstening correctly additive to in-home. ( Auto share is only part of out-of-home! ) No guesstimates— this scientific, accu- rate sampling has established Pulse radio data leadership since 1941. Standard in broadcast- ing. A logical development from Pulse indi- vidual markets now totaling over 175! Homes using radio for each of the four time zones are reported by quarter hours. ABN, CBS, MUTUAL, NBC-each rating is based on the local Metro areas of the local affiliates — weighted proportionate to radio families in each market. You must see an actual report to under- stand the widespread praise for this new buy- ing tool. "Indispensable!" Write for free copy on your business letterhead, mentioning this magazine. $50 a month for established subscribers — $100 otherwise. Get the complete network picture! LONDON Nothing takes the place of INTERVIEWS I in the home 730 FIFTH AVENUE NEW YORK 19, NEW YORK ULSE, Inc. 41/4 X 8V2 inches HANDY POCKET SIZE 84 pages ^gg^ ^q^ ASCELES - CHICAGO • LONDON EVERY MONTH you get Pulse validated data from . . . • 10,000 different families per 5-day strip • 4,000 different families per once-a-week program • Metropolitan areas totaling 18,555,000 families Individual Programs Neticorked in 10 or More of 26 Major Markets U. S. RADIO April 1958 57 names and faces Noting the Changes Among The People of the Industry AGENCIES VVALILR (.:. RAUHLL JR. ol BBDO. Chicago, elecied a vice president of the agencv. At the same time, the agency announced the retirement of FRANK. .SIIA'ERN.AIL. man ager of station relations in the media department in Xew York. CH.VRI.KS .\. BI..\C:K. appointed director of the newlv estab- lished radio and tv department of Farson, Huff & N'orthlich, Chicago. JOHN H. ECK.STEIX. formerly director of advertising and promotion lor .\BC, lias joined Fhe Wexton Co., New York, as director of broadcast accounts. GENE ^rc^IA.Sl FRS. formerlv witli Dowd. Rcdluld j;- [nlni- stonc, and LESLIE S1LV.\S, formerly with Calkins & Holden, appointed vice presidents by Warwick & Legler, New York. ROI.I.IN C. SMIIH JR. appointed a senior vice president of Ogilvv, Benson K; Matiier Inc., New York. ARIHl'R W. WEIL JR. and LAWRENCE D. BENEDICT elected vice presidents of Donahue S; Co Inc., I^ew Yoik. MAXWELL ARNOLD JR.. vice president of Guild, Bascom &: Bonfigli Inc., San Francisco, named agency copy chief. 1". C. GLEYSTEEN has joined Compton Advertising, New York, as an account supervisor. GEORCiE E. HUMBER I" and IHOM.VS BOH AN named account executives l)y the agency. (.E0RC;E F. ROBERTS, formerly with NBC. appointed office mauaijcr ai I'aris ,<■ I'cart, New ^'ork. STATIONS HEN B. BAILOR JR., former station manager of WNHC Hartford, Conn., appointed director of sales projects for the Triangle Stations. ROBER T G. M.VGEE, vice president and general manager of WHUM Reading. Pa., elected president ol ilie parent Eastern Radio Corp. J. ROBERT COVINGTON, vice president and manager of WBT Charlotte, N. C, promoted to \ice president in charge of promotion for the Jefferson Standard Broadcasting Co. BYRON MILLENSON. sales manager of WCAO Baltimore, Afd., elected vice president of Plough Broadcasting Co. and general manager of WC.AO. VICTOR E. CARMICH.\EL appointed vice president and general manager of KAVK. St. Louis, Mo. WILLIAM J. HOLMES has joined W RC Washington. 1). C.. as merchandising manager. JOHX KELLY, former national sales manager of Storer Broad- casting Co., has become sales manager of WINS Xew York. WILLIAM T. DUNN, formerly with WOW-TV, named pro- motion manager of WOW Omaha, Neb. CARL Y. CORXIELL. formerly sales manager of \\MC;K McKeesport, Pa., named commercial manager of W R I \ .\1- toona. Pa. GORDOX MASON, account executive, named director of sales development of KNX Los .\ngeles. J.ACK GR.WT named sales representati\e for WGTO Cypress Gardens, Fla., at the station's new Miami business ofTice. BERT C.ARM.'KN, former sales manager for .\cademy Radio- TV Productions, Syracuse, N. ^ ., named account executive for WBZ-WBZA Boston-Springfield. Mass. GILBERT H. THOMPSON and AL SNYDER appointed account executives by \VC.\U Philadelphia, Pa., and WIL LI.\M McCADDEN named sales service manager. LEW BARWICK promoted from salesman to manager of WIN"! Minphysboro, III. REPRESENTATIVES ROHl R I II. If MR. \i(c |)Hsitknl and radio director for Peters, Griffin, Woodward Inc., New York, elected to the board of directors. ANTHONY C. KR AM R [R. appoiiitci! business manager of XBf; Spot .Sales. \\\RREX lO.MASSENE ai)p()iim(l lo the Chicago sales staflE ol Ad.uii ^'onng Inc. .\IOR 1 I.MER B. COLEV has joined the New York sales staff of the John E. Pearson Co. MICH.AEL JOSEPH, formerly national program manager for the Founders Corp., appointed radio programming consultant fi)i \\ < i\ Knoclcl Inc. NETWORKS JAMES G. RIDDEI.I. and SIMON B. SIEGEI. elected direc- tors of .\merican Broadcasting-Paramount Tiieaters Inc., New ^'ork. Mr. Riddell will become executive vice president of .ABC; and Mr. Siegel will be fiii;incial vice president and treasurer of AB-PT. D.AVID C. AD.AMS, executive vice president for corporate relations, elected to the board of directors of NBC. Also, WII.LI.WI C.ALL.AW.'KY named to new post of manager of financial planning lor NBC owned stations. WILLIAM F. FAIRBANKS promoted to national sales man- ager. H \RR\ E. IIOBBS promoted to eastern sales manager, and MURRAY HEILWEIL appointed to new post of market- ing director by NBC Radio. G. GER.XLD DANFORD, formerly eastern sales manager of KWK St. Louis Mo., named account executive by .\B(;. CiEORGE H. G.ALLUP, formerly manager of retail relations at M (Call's magazine, has joined CBS Radio as an account executive. INDUSTRY-WIDE JOII.N M. C,(JL RiC promoted l)\ X.AB to manager of news, and LARRY SIMS appointed to Mr. Couric's former position of chief writer. Silvernail ^mk ii Tele idirbunks Covinoion 58 U. S. RADIO April 1958 .1^ U.S. RADIO... the monthly magazine for buyers and sellers of radio advertising It has been predicted that ''In 1962 radio alone will be doing $1.4 billion . . . double the current figure/' Radio is the mass medium io reach the whole of America. U. S. RADIO stands ready to fill the needs of advertisers in their use of radio. An anal}1;ical and idea magazine for buyers and sellers of radio advertising, U. S. RADIO devotes its entire energies to this vast field of radio. Articles and features on the planning and buying of radio advertising, delving into the whys and hows in the successful use of all radio, are supplemented by regular departments presenting in concise form the news and trends of the radio industry. The Only Magazine Devoted 100% To Radio Advertising to Receive U.S. RADIO Regularly Each Month, Mail In This Form, NOW! U.S. HADIO 50 West 57th Street New York 19, N. Y. SUBSCRIPTION Please see fhaf I receive mJm!^m MmAMwMwP 1 YEAR $3 0 2 YEARS $5 □ Name. .Title. Company Type of Business □ Company or □ Home Address. City Zone^ State, PLEASE BILL Q PAYMENT ENCLOSED Q EDITORIAL radio at NAB meeting AGENDA TAKES SHAPE The upcoming (onventioii ol the National Association of BioacUasteis shoiiki ht- an im- portant week ior radio. Perhaps at no other time in recent years would radio's story have been emphasized as right now. VV^hat makes this year's meeting even more sig- nificant is that it marks the change in the name ot the broadcaster association from the National .Vssociation of Radio & Television Broadcasters to NAB. This move has been hailed as putting radio and tv on equal footing as far as association attention is concerned. And certainly with the preponderance in nimibers of radio nicmbcrshi]), this seems a|)propriate. On the business side, convention agenda will point to the 1958 outlook for radio. As a back- ground to this, it must be kept in mind that radio registere> liopeil and expected thai the lortlu oniing meeting will be one that will be well remem- bered by radio and advertising people for its significance. DEPARTMENT STORE RELUCTANCE CJne ol the most puzzling aspects of radio ad- vertising on the local scene today is the relative sparcity in radio outlays by department stores. This problem has vexed station people and RAB for many years. The latter has spent close to S50. ()()() over a three-year period to enrole the department store as a regulai radio user. Many ol the problems involved and the possi- ble sohuions are outlined in DefMirlinrnt Stores: Radio's Rcliictcnit Giant, p. 22. ^\'hat iiuerests us most — and at the same time gives us hope for the future — is that where the sound medium has been given a trial, it is work- ing and producing sales for the advertisers. \\'ith great population shifts and the spread ol sulnnban shopping centers, we feel it is time for department stores to branch out into new advertising approaches that are needed to keep pace with new marketing problems. SILVERNAIL RETIRES \Ve would like to add our words of well-wishes to Frank Silvernail, former vice president and manager of station relations for BBDO, New York, whose retirement after 25 years' service with the agency became effective a few days ago. Mr. Silvernail, who actually entered radio in 1925 on the talent side, has long been one of the best-known agency executives to radio broad- casters. We wish for Mr. Silvernail many more useful and happy years. 60 U. S. RADIO April 1958 ir*.- Are You COVERlKlG URA MARKETS LOCAL LEVEL? The Greatest Success Story •• • of Radio's resurgence is the astonishing growth in local radio billings during the last two years... to wit: 1955, $272 Milhons— 1957, $372 millions ... an increase of $100 millions or 37.% . . . and do you know that you can enjoy the tremendous advantages of local radio by utilizing KEYSTONE broadcasting system which offers you local radio IMPACT over a network of more than 1,000 stations or any portion of that network that suits your special needs. We'll he glad to fell you the whole exciting storyl Send for our New Station List , , . write Send for our new station list CHICAGO NEW YORK lOS ANGELES 111 W. Washington 527 Madison Ave. 3142 Wilshire Blvd. STate 2-8900 ELdorado 5-3720 DUnkirk 3-2910 • TAKE YOUR CHOICE. A handful of stations or the network up to you, your needs. • MORE FOR YOUR DOLLAR. No premium cost for individualized programming. Network coverage for less than some "spot" costs. • ONE ORDER DOES THE JOB. All bookkeeping and details are done by Keystone, yet the best time and place are chosen for you. 'M^. SAN FRANCISCO 57 Post St. sutler 1-7440 a minute or a full hour— it's If^eystone BROADCASTING SYSTEM. i>c THE ToiciXor Why WINN 11;^ IN THE LOUISVILLE MARKET :i Presented by GLEN A. HARMON, ^'.':„Tm:„":J:: FIRST ,1 9 am noon FIRST 12 noon 3 pm FIRST 3 pm 6 pm Bill Gerson The most recent surveys have shown these three outstanding radio personalities to be FIRST IN EVERY QUARTER HOUR PERIOD FROM 9 AM through 6 PM, MONDAY THROUGH FRIDAY in this important Louisville Market. WINN GIVES.YOU THIS MARKET'S SEE YOUR NEAREST AVERY KNODEL MAN. jBmummuum mmi^mi^am mm 1 i\r buyers and sellers of radio advertising ►5 VOL. 2— NO. 5 MAY ¥ 1958 35 CENTS DEVELOPMEI d Forces at Work e ing New Business page 13} i Hitch YOUR Wagon to and Watch Your Sales ^^^^ G©Qii No. VITAL Stations .J 2 Important Warkets Serving ower 3 Million People FIRST and Getting FrRSTER all the time A Vital Force in Selling Today's OMAHA C/fec/( the RATING of your/Choice your STAR STATION is a MUST Buy Station!. KMYR No. A Vital Force in Selling Today's DENVER the Itar statiods IF RESULTS ARE A MUST, SO ARE THE STAR STATIONS DON W. BURDEN — President KOIL — Omaha NATIONAL REPRESENTATIVE AVERY-KNOOEL KMYR — Denver REPRESENTED NATIONALIY Br ADAM YOUNG, INC. KWIK — Pocatello NATIONAL REPRESENTATIVE AVERY-KNODEL OtNG PLACES-FASTER THAN EVER! The firm and unshakable endorsement of NBC Radio s MONITOR by national advertisers has sky-rocketed billings to a record $5,000,000 annually' MONITOR is doing the job it set out to do. At low cost it is delivering and selling to huge audiences. Here are some current MONITOR campaigns NATIONAL ADVERTISER LISTENER COMMERCIAL IMPRESSIONS PER V.'EEKEND AMERICAN MOTORS CORPORATION 21.461,000 GENERAL MILLS. INCORPORATED 21,962.000 LIGGETT &. MYERS TOBACCO COMPANY 10,102.000 THE NESTLE COMPANY. INCORPORATED 20,600.000 PABST BREWING COMPANY 21,962.000 PLOUGH, INCORPORATED 21.461.000 Already in 1958 more than 70 national advertisers have used MONITOR. MONITOR is vital, always on the move, going places faster than ever with audiences- and advertisers. You can go places, too, on. . . |V|ON IT^^R THE WEEKEND RADIO SERVICE OF NBC RADIO airwaves Radio's Barometer Spot: When the SRA estimates on national spot revenue are compiled, in the opinion of Lawrence Webb, SRA managing director, the first quarter figures for 1958 should be approximately 12 percent above the first quar- ter of 1957, which was $44,409,000. $385,00( 1)00 Local $220,00( »00 Spot $95,000||)0 Network (ISnl Est.) 36,500,( al Car Radios Sets in Use ons on Air Networks: Robert Sarnoff, president of NBC, says that despite his radio networks cumulative loss of about $9 million since 1953, 1957's loss was "substantially less than in the previous year." He is now talking about "a break-even point." Mr. Sarnoff says lie believes NBC Radio will reach it, "and soon." (See Report from Networks, p. 78.) Local: Storer Broadcasting Co. has announced that its earnings this past year have reached the highest point in its history. Earnings available for common stock and class B common at the end of 1957 was $6,396,164, or $2.58 per share. H. Scott Killgore, president of Tele-Broadcasters Inc., New York, radio station group owner, announced that gross sales for the first quarter of 1958 have increased by 17.4 percent over the first quarter of 1957. Based on the first quarter of f 958 it would appear, claims Mr. Killgore, that the overall radio industry will look forward to another "excellent year" of business. WICC Bridgeport, Conn., reports that 1958 first-quarter business topped the comparable period last year by 13.2 percent, marking "the greatest early-year advance" in the station's records. National business was up 56.9 percent during the quarter. Stations: Total stations on the air, both am and fm, increased again in April— to 3,769, up another seven over March. Commercial AM Commercial FM Stations on the air 3,229 540 Applications pending 418 49 Under construction 88 72 Sets: Total radio set production for February 1958 was 876,891, accord- ing to the Electronics Industries Association. Automobile radios pro- duced came to 268,445. Retail radio sales— e.xcluding car radios— came to 519,634 in February. U. S. RADIO • May 1958 At we don't believe in soft sell, insinuations, or in trying to be "gimmicky" or subliminal. We do believe in tlie selling power of Red Kirk, Jack Bendt, Bob Henry, Jimmy Logsdon, Wilson Hatcher, Paul Cowley, and Tommy Downs. They're friendly, authoritative, enthusiastic, and persuasive about your product — they sell it tiie way you would sell it. February PULSE Shows W KLO FIRST— Morning — Afternoon — and Night. Check vour HOOPER too! Represented by JOHN BLAIR & COMPANY I — ^s7V=rs:?Vz] WKLO LOUISVILLE ^ for buyers and sellers of radio advertising '^ABIO MAY- 1958 VOL. 2 - NO. 5 IN THIS ISSUE New Safes Opportunities Call It Sales Development or Education — Radio Forces Are Creating New Business Colonial Use of Regional Radio SiijxT Market Chain Cicts Results; Will Spend $236,000 in Radio in 1958 Formats: What is Radio Today? Stations' Approaches Are Varied In Entertainment and Information Evolution in Network Economics Mam Advertisers Have Moved in Aloiii^side the Traditional Top 15' Sound Sells National Shoes C-liain Allots to Radio Fresh Ideas And (y) Percent of Its Ad Budget Convention Supplement • A I'idiire Story of Radio's First 38 Years • NAB Highlights and Agenda • Exhibitors and Listings • Things to Do in L. A. . . . DEPARTMENTS . . . 13 16 20 26 28 33 Airwaves 1 Radio Registers 73 Soundings 5 Report from RAB 74 Washington 7 Report from Representatives 75 Silver Mike 9 Report from Agencies 76 Letters to Editor 10 Report from Networks 78 Focus on Radio 42 Report from Canada 80 Hometown U.S.A. 69 Radio Ratings 88 Commercial Clinic 71 Names and Faces 90 Station Log 72 Editorial 92 EDITOR AND PUBLISHER Arnold Alpert Business Manager Managing Editor Catherine Scott Rose Jonah Gitlitz Art Editor Rollie De vendorf ASSISTANT EDITORS Michael G. Silver Patty Kirsch Patricia Moran Secretary to Publisher (Wnshin gton) Sara R. Silon ADYERT'^"^'^ Production-Sales Service Afgr. Western Manager Jean L Engel Shell Alpert U. S. RADIO !s published monthly by Arnold Alperi Pubiicafions, Inc. Editorial and Business OfRce 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Western Office 1653 So. Elm Street, Denver 22, Colorado. Skyline 6-1465. Washington, D. C— 8037 Eastern Road, Silver Spring, Md. JUniper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore I I, Md. Price 35# a copy; subscription, $3 a year, $5 for two years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright 1958 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. U. S. RADIO May 1958 taking the word ACHOSS TBE WIDE MISSOURI Time was when river traffic was the only way of getting the word across the Missouri and into the Kansas and Nebraska territories. Now in the electronic era, KCMO-Radio in Kansas City performs the same service with the speed of light. The same service, we say, because KCMO-Radio brings the exchange of ideas and the exchange of goods and services to homes in parts of four states— all of them touched by the "Mighty Mo." And add to this KCMO-Radio's award-winning news and outstanding record of public service in the million-population Greater Kansas City market. In more ways than one, 50,000-watt KCMO-Radio is the most powerful voice in Kansas City. KANSAS CITY KCMO SYRACUSE WHEN PHOENIX KPHO OMAHA WOW TULSA KRMG KCMOTV The Katz Agency WHEN-TV The Katz Agency KPHO-TV The Katz Agency WOW-TV John Blair & Co. — Blair-TV John Blair & Co. / Kansas City, Missouri Joe Hartenbower, General Manager R. W. Evans, Commercial Manager Represented nationally by Katz Agency Meredith Stations Are Affiliated with BETTER HOMES and GARDENS and SUC- CESSFUL FARMING Magazines. THANKS to everyone who wore this badge . . . whose presence, participation and interest hronght snccess to the FiKsT Annual Disc Jockey Convention AND Programming Seminar. INVITATION to send us conunents, siiiigestions, criticisms which will help shape the IDoO Convention. ADVANCE NOTICE to all air personalities, broadcast, record, music and advertising executives : Plan to attend the 2nd Annual Disc Jockey Convention in 1959, sponsored by . . . THE STORZ STATIONS; Omaha, Nebraska WDGY, Minneapolis-St. Paul WHB, Kansas City WTIX, New Orleans WQAM, Miami U. S. RADIO May 1958 soundings Dodge Takes First Place In Effective Commercials Survey 111 the second spot radio commeicial survey, sponsored by John Blair & Co., the Dodge Division of the Chrysler Corp. has won first place. Grant Advertising is the agency. In addition to Dodge, the top six in nation- wide ranking include: Beechnut Gum and Young & Rubicam; Chester- field Cigarettes and William Esty; Pepperidge Farm and Ogilvy, Benson & Mather, and Budweiser and D'Arcy Advertising. Award-winners were cietermined by the votes of 2,032 advertising and broadcasting executives. MBS Adopts New Merchandising Program The Mutual Broadcasting System is adopting a new merchandising pro- gram. The plan provides for local tie-ins for dealers of MBS advertisers, and for point-of-sale aids. CBS Spot Study Shows Strength of Nighttime Radio CBS Spot Sales has just completed a study on nighttime radio in the Chicago market. It reveals that total homes reached weekly by radio during the nighttime hours are 1,187,789, according to a Nielsen survey. This is only 65,573 fewer homes than are reached during the afternoon hours and 166,742 fewer than in the morning hours. Top 15 Are Back For First Time Since 1952 Three of network radio's pre-tv "top 15" advertisers have bought time on all four networks this year for the first time since 1952, according to a u. s. RADIO survey of the networks. The companies are General Foods, Liggett & Myers and R. J. Reynolds (see p. 26) . Saturation Pays Off For Buitoni Foods The Albert Frank-Guenther Law advertising agency, New York, has just issued a statement crediting radio with boosting sales of Buitoni Italian food products in Arizona. Typical of the campaigns which have increased Buitoni's average monthly sales 1,000 percent in the last few months, the agency says, is "Buitoni Day" in Tucson where six radio stations in the city were employed with a total of 450 announcements in a single day. New Radio Sets For New Locations With almost 100 percent of the American public owning radios at the start of 1957, RAB reveals that the more than 15 million radio sets sold that year went into new listening locations (playrooms, workshops) . The study also states that radios were sold 2.4 times faster than tv sets in 1957. WERE Undertakes Closed-Circuit Plan WERE Cleveland, O., is undertaking a $25-million broadcast project via direct wire tv. Richard Klaus, vice president-general manager of the radio station, announces a plan, more than a year in the making, that will use six vacant tv channels for closed-circuit broadcasts on a subscrip- tion basis. A line would be run into the home and attached to any tv set. It would operate at a monthly fee of approximately SIO. BPA Doubles Its Membership Broadcasters' Promotion Association, in its drive for neAv members, re- veals that in two-and-a-half years of operation it has doubled its original membership. Member stations now total 175. U. S. RADIO • May 1958 theij love us in Boston theij love us in Atlanta they love us in Birmingham then love us in Milwaukee they love us in Phoenix they love us in San Diego . CoW T(^ \k Ifl^ hM, San Francisco will love Research reveals remarkable market variations. Bartell Family Radio creates exciting program- ing based upon local predilections, customs, tastes. Golden Gate people v^ill love this radio because it is uniquely San Francisco. 12E0 snnFRRndsco I BRRTEll umiir COAST TO COAS IWOKUlTrVjinn™^ AMERICA'S FIRST RADIO FAMILY SERVING 10 MILLION BUYERS Sold Nationally by AUAM YOUNG. Inc. for WOKY The KATZ Agency C/. S. RADIO • Mav 1958 T Washington Interim Report Recommends Four-Pronged Legislation . . , The FCC conduct inquiry by the House Legislative Oversight Subcom- mittee has come to a stormy halt. The issuance of an interim report has taken to task some members of the FCC for badly undermining pub- lic confidence by their actions in office. Legislation recommendations for revisions within the FCC advanced in the report: Require the FCC to adopt a code of ethics for itself and the staff; give the President clear authority to remove a commissioner for "neglect of duty or malfeasance in office but for no other cause" by amending the Communications Act which now leaves such authority in considerable doubt; forbid commis- sioners from accepting "honorariums," and prohibit commissioners and the FCC staff from all "outside" contacts. . . . and Takes a Dim View of FCC Conduct The report also raised an eyebrow at the acceptance — on loan — of broad- casting equipment by commissioners for use in their homes and ex- pressed "serious doubt" that such arrangements were in the public inter- est. Among other suggestions made in the report: acceptance of govern- ment per diem when outside sources are picking up the same tab "must be avoided;" commissioners should spend more time at their desks and less in "wholesale attendance" at industry meetings. Unsolved Problems In Radio Cited Immediate Reaction: Government to Pay Trip Praise for Radio Networks On the Senate Floor Chiding the FCC for its on-the-road habits, the report commented: "The Commission has followed the practice of attending these meetings for many years, but important industry problems that have been pending before the Commission for many years such as clear channels, daytime broadcasting ... to name only a few, still remain on the Commission's agenda." In view of these important hints on better behavior, an announcement has come from FCC that all six commissioners will attend the annual convention of the National Association of Broadcasters in Los Angeles — at government expense — but in the future they Avill not be barnstorm- ing with much regularity at regional gatherings. In full view of the subcommittee and other interested parties such as the Justice Depart- ment and a Federal Grand Jury, commissioners have let it be knowoi that in Los Angeles their bills will be paid once — by Uncle Sam. The necessity for radio networks was outlined recently on the floor of the Senate by Senator Andrew F. Schoeppel (R-Kan.) , alarmed at the possi- bility that ABC w^as considering curtailment of operation. Reflecting Congressional concern with broadcasting and appreciation of its services not often voiced. Senator Schoeppel said: "At a time when international crises are occurring with awesome regularity, it would be most unfor- tunate to diminish in any way the access of the American people to any source of information tlKit might bear upon oin^ national well being. . . ." The need for radio is more pronounced than ever, he said, "for no other medium provides more readily news of the critical events which are in- evitably shaping the destiny of the world." FCC-FTC Budgets Set for 1959 A voice vote in the House passed and sent to the Senate a bill providing an $8.9 million budget for the FCC for 1959— a boost of S600,000 over the present figure. The Federal Trade Commission is earmarked for U. S. RADIO Mav 1958 i' If your clients give a hoot about sales . . . . . . switch your San Antonio bud- get to KONO — the station that's No. 1* throughout the day — the station with soles appeal — the station that has more national and local advertisers than any other TWO San Antonio stations. Get the facts . .J-R 40k See your || ~ || representative or Clarke Brown man *Feb.-Mar. Hooper gives KONO 28.3 share of audience with a big 17.5% $ets-in-use tally 860 kc 5000 watts m EH WASHINGTON (Cont'd) SAN ANTONIO Radio $5.95 luillion, the same as in 1958, although the FTC had requested a $75,000 hike. .Vdilitionai iunds for the FCC are intended for a person- nel expansion to work on the back- log ol safety and special radio appli- cations as well as applications for am licenses. Senate Vetoes Removal Of Excise Tax on Sets A proposal by Senator Paul Douglas (D-111.) to repeal the excise tax on all radio-tv sets, at a cost of millions in annual revenue, met a hasty death when it came up before the Senate. But that's not the end of the prob- lem for this session of Congress. By the end of June, the Senate must act on a i)ill at the recjuest of the White House which wants an extension on the present taxes due for reduction on June .SO. Variations of the Doug- las proposal have been written into a number of bills in both h«uses. Some call for the elimination of the tax on all communications. Others want the tax taken off uhf tv sets. CONELRAD: To Test Or Not to Test NAB has taken a firm stand that a jjroposal made ijy the Federal Civil Defense Administration for an exten- sive CONELRAD test on May 6 (1) sliould be conducted during non- ijroatUast hours and (2) will tell FCDA nothing it does not already know about the broadcast warning system. Whether or not to give the test the green light is up to the FCC, currently weighing its decision. Loss to broadcasters in terms of revenue will run well into the millions . . . a cost much too steep to ascertain in- formation already available, says NAR. Traffic Safety Hearings Hear Broadcasters' Role A hearing on broadcasting's contri- bution to traffic safety campaigns was recently held by a House Commerce SubconuTiittee on Traffic Safety and turned up some impressive informa- tion. The subcommittee learned among other things that the broad- casting industry had originated 2,- 114,515,000 home impressions for traffic safety in 1957 and that this w'as a conservative estimate based on information available. U. S. RADIO May 1958 the THIS MONTH: DR. FRANK STANTON President of Columbia Broadcasting System V/i// Receive NAB's Dr. Frank Stanton, president of the Columbia Broadcasting System, has been selected as the 1958 recipient of the National Association of Broad- casters' Keynote Award for his "sig- nificant and lasting contribution to the American system of broadcast- ing." Dr. Stanton is a student as well as an executive of broadcasting. He joined CBS in 1935 as its research director after resigning from the psy- chology department of Ohio State University. His thesis for the doctoi- ate he received that year was "A Critique of Present Methods and a New Plan for Studying Radio Lis- tening Behavior." It was Dr. Stan- ton's research into radio of this type that led to his first job with the net- work. In 1942, Dr. Stanton was. elected vice president of CBS and in 1945 was appointed general manager. The next year he was elected president of the Columbia Broadcasting System Inc., parent company of CBS Radio, CBS Television, CBS Laboratories, CBS-Hytron, Columbia Records Inc. and CBS International. The convention keynoter rose to the top of network radio in its hey- day and stayed with it during the difficult years. His philosophy then is being confirmed today. "Over the years" he has said, "the effect of radio on American life has been incalculable. Over these years, too, the dollars invested in radio have been just as incalculable. 7958 Keynote Award "So massive an investment must forever stand secure. It can no more disappear than the nation's homes can melt into the ground. "The people," Dr. Stanton de- clared, "have registered their con- tinued confidence in radio. They have done it in a way that carries conviction for the business man — by investing their dollars in it." During his years with CBS, Dr. Stanton's keen interest in broadcast research has never ebbed. He was the editor, with Dr. Paul F. Lazars- feld, of Radio Research, 1941; Radio Research, 1942-1943, and Communi- cations Research, 1948-1949. Other achievements were the de- velopment, again with Dr. Lazars- feld, of the program analyzer, one of the first automatic recording devices placed in home radios to determine accurate records of what stations are tuned in. Dr. Stanton was also an early re- searcher into comparative measure- ment of the impact of radio versus print media, and the author of sev- eral articles and books on market re- search, psychology and radio meas- urement. The CBS president was born in Muskegon, Mich., on March 20, 1908. He is a graduate of Ohio Wesleyan University (B.A. 1930), as well as of Ohio State University (M.A. and Ph.D.) . He was a member of the staff of the Ohio State department of psychology, where he began his radio research, from 1931-1935. • • • 'ST ^-4 v-'^c^ anager, Colonial Stores super market chain. u Sells with Regional Colonial Stores, southern and midwestern super market chain, was practically out of radio until 7956. Will spend $236,000 in 1958 Five years ago only 53 jjer- cent of the nation's retail lood chains inrhideci radio in their advertising budgets, accord- ing to figures released by the Super Market Institute. Today, the same source reports that 95 percent of all chains use radio, including 100 j^er- cent of chains with 100 stores or more. .\s recently as two years ago Colo- nial Stores, a regional food combine, was among those chains that used next to no radio. Colonial, which now owns Kil stores situated in 239 cities in 1 1 southern and nndwestern states, has increased its radio expen- ditures substantially to a point where it will spend |236,000 in tlic sound nicdiimi in 1958. Cfjlonial's sales volume has in- creased from $100 million to $442 million in the 18 years since its agen- cy, Liller, Neal, Battle &: Lindsey Inc. of Atlanta, Ga., took over the 56- year-old film's account, according to C. K. Liller, the agency's chairman of the board. What has sparked radio's phenom- enal growth in the super market in- dustry— an industry that has tradi- 16 U. S. RADIO May 1958 Radio tionally relied almost entirely on the print media? Jack Burton, advertising manager for Colonial, provides part of the an- swer when he speaks for his own firm: "We feel radio is a very im- portant mediiuTi for food retailers. It has flexibility not foimd in other media which is vital for us because of our changing prices. Radio serves us both as a hard-sell price medium and also as an institutional mediinn in which we emphasize our service, friendliness and the quality of our goods." Effectiveness As an example of the medium's effectiveness for Colonial, Mr. Liller cites a market in which his client discontinued all newspaper advertis- ing and substituted a saturation cam- paign of radio announcements over several stations. "It was foimd that there was no decrease in sales because of this change," Mr. Liller states. "The to- tal amount spent for radio was con- siderably less than the amount previ- U. S. RADIO May 1958 17 4r or This modern Colonial store is an example of the food store chain's selling philosophy ... to make it a pleasure to shop for •' necessity. C. K. Liller, bd. chmn., LNB&L Clay Scofleld, account executive. ously spent in newspaper advertis- ing." Colonial now uses 115 radio sta- tions in 104 markets. The company will use a large, high-power station it there are a number of stores with- in the area covered by such a station. If the stores are principally confined to a small surrounding area, the firm uses smaller stations. Another reason lor the use of smaller stations is to cajjitalize on local listening loyalty, the agency states. Spots are placed within high-rated shows usually announced and hosted by personalities with a strong com- munity following. In the short span of two years, the food chain and its agency have re- fined the mechanics of station selec- tion and copy distribution into a kind of advertising science. This is remarkable not only be- cause of Colonial's relatively short- term experience with radio, but also because of the complex nature of the food chain's operation. As an example of the "scientific method" being applied by Colonial and its agency to radio advertising, Mr. Burton reports a brand new ex- periment designed to use radio to reach all income groups. Income Levels In one market only. Colonial has bought spots on four radio stations as contrasted with the usual policy of using one or two stations per mar- ket. The stations were selected on the basis of the estimated income level of their listeners. Those in use are: a negro station, two general area stations (one independent, one network) and a good music station. This quadruple buy was made, Mr. Burton reports, "to bracket all in- come levels. So far," he says, "we are pleased with the results." For its regular radio schedule, ac- 18 U. S. RADIO May 1958 cording to LNB&L's Mr. Liller, Co- lonial follows one of two patterns regarding the number of spots aired per station. "In one group of cities we run 20 one-minute announcements a week on an every other week basis. This is done," he says, "because through- out Colonial's territory most compa- nies seem to have pay days twice a month and the weekends following these pay days are our heavy sales weekends. 20 a Week "The other group of stations is used on a 20-spot-per-week basis throughout the year. Such stations are in the larger more important sales areas where this more intensive coverage is warranted. "Whether we run on an alternate- week basis or every week," Mr. Liller continues, "we air approximately 75 percent of the spots on Thursday, Friday and Saturday and the other 25 percent during the early part of the week. This is, of course, because over 75 percent of all sales for the week are made during the weekend." (A survey made by the Coca Cola Co. shows that 45.2 percent of the nation's women shop on Friday and 36 percent on Saturday. The study also states that 77.6 percent of all food shoppers buy in bulk on one day and fill in when necessary during the rest of the week.) The spots broadcast during the early part of the week, Mr. Liller reports, are generally institutional in nature. "In this connection we have been using for the past year a very popular one-minute jingle, which has been extremely well received throughout Colonial's territory." Another agency spokesman be- lieves that this use of music, com- bined with an institutional ap- proach, is unusual in the super mar- ket field. Announcements used during the latter part of the week usually con- sist of 20-second institutionals and 40-second strong price sells. The in- stitutional portion is a 20-second lift from the one-minute jingle, for which pressings are supplied to all stations. The "sell" part of the an- nouncements usually features three to five specials including mention of price and is delivered by the local announcer from typewritten scripts supplied by the agency. Clay Scofield, LNB&L's account executive for Colonial, describes the highly-organized system used by the client, the agency and the radio sta- tions to insure fast price copy for each market. Each week, Mr. Scofield says, Colo- nial's six divisional advertising man- agers teletype the agency's Atlanta offices giving the products and the prices to be featured in their areas the following weekend. Announce- ments are written on the same day and air-mailed to the stations. When faster service is required, the Colo- nial supervisor or store manager in a given community will give instruc- tions to the station. Yearly Contracts As a rule, Mr. Scofield says, 52- week contracts are placed with each station. The agency asks the stations for a list of adjacencies and the "times decided upon are definitely specified in our orders." Radio's use in a particular mar- ket, Mr. Liller says, is determined, like all media, by the prevailing sales volume. "In this way the total ad- vertising expenditures are kept in relation to sales, market by market." Radio first wedged its foot in Co- lonial's door on an organized basis in 1956, although prior to that time the food chain had used one-minute an- nouncements spasmadically through- out its territory. In a sense, radio came up tluough the ranks at Colonial because its val- ue was first recognized by the six divisional advertising managers who operate under Mr. Burton. These men had the authority to use radio announcements within their divi- sions in connection with special sales and contests. "It was the growth of this medium, independently used by these ad managers," Mr. Liller says, "that eventually made it wise to put radio on an organized basis." Institutional Sell In the institutional approach used by Colonial the chain emphasizes the modern convenience and design of their outlets. About four years ago the distributor began a large-scale re- vamping of their stores pointing to- ward consumer comfort and opera- tional efficiency. The new stores feature expanses of glass windows, red brick exteriors and 37-foot lighted towers of steel framework which support the "CS rooster," and which at the same time project downward through the roof to become— inside the store— elevated offices for the store managers. Merchandise shelves are at eye level for easier reaching. Windows are poster-free. The lighting is fluo- rescent and the music is soft. As Nancy Carter, Colonial's direc- tor of home economics, says, "Colo- nial is a woman's store as well as a food store." New outlets are added each year, with Georgia presently at the head of the list with 123 stores. North Caro- lina and Virginia follow with 92 and 85 stores, respectively. Ohio contains 74 Colonial stores; South Carolina has 40; Indiana has 16. Alabama fol- lows with 12 stores and Kentucky is next with nine. Tennessee and Flor- ida have five and three Colonial stores, respectively. • • • U. S. RADIO May 1958 19 A radio farm editor interviews an expert, as WJR Detroit reporter Marshall Wells broad- casts fronn the Michigan State University Dairy Departnnent during his regular series. RADIO FORMATS: Wtiat Is Radio Live entertainment is provided by Pat McCaffrie on his WGN Chicago show. \\ liat is lailio loday? Is it a slick nationally-prac- ticed concept ()1 music and news. ;is many people would have others believe? And it it is, has our quest for economy of words reduced this idea into a glib, verbal straight jacket that has (rcaled a mental image of sameness? C;ritics of radio programming to- day are eager to vent their argu- mciiis. Radio is a jiike-l)ox medium that sounds alike from staticjii to sta- tion and from market to market, they say. Kadio, they iliaige, is program- ming tor the teenager who, as Mitch Miller recently said, comprises "12 percent ol the pojnilation and zero ])erceni of the l)uying power." There is perhaps some justification in all these barbs. And yet these crit- ic isms contain more than their share ol superficiality. For certainly in a medium that has nearly doubled in stations since 1950 to 3,769, there must l)e value that is apparent to the listener and the advertiser. 1 here must he universal interest — KONO San Antonio, Tex., newsnnen are ready to roll at a moment's notice for on-the-spot broadcasts. Mobile units are a key part of news operation. At the root of the news, WTTM Trenton, N. J., general manager Fred E. Walker (right) elicits comment from Gov- ernor Robert B. Meyner at the New Jersey State Fairgrounds. 20 U. S. RADIO • May 1958 ^ Today Surrey shows that radio has a myriad of faces. Music and news are broadened to mean entertainment and information and even excitement — for Americans to have bought 15.4 million radio sets in 1957, more than in any other single year in radio's history. To try and shetl some light on the cjuestion of what is radio today u. s. RADIO sampled stations across the country on their programming for- mats and their approaches to com- munity and advertiser acceptance. The returns indicate that radio has as many faces as there are colors and shades in a rainbow. In examining the replies one thing becomes clear. The broad stream of music and news has many tributaries. As interpreted by most stations this concept means entertainment, infor- mation and public service. And the many forms and shapes this takes are numberless. It can be music of all description, drama, live variety, news (local, regional and national) , sports and conversation or talk. What follows is an analysis of the many concepts of 1) music and enter- tainment and 2) news and informa- tion, as reported by stations who re- sponded to the questionnaire. Probably the greatest variation lies in the programming and selection of music. The music of the Bartell Group, writes Gerald Bartell, president of the seven-station group, follows more traditional patterns of "artful mel- ody and inventive lyrics." It is pro- gramming for the family audience concept. "And while Bartell radio does not rule out music of curreirt popularity, it is placed in a context The radio station has become an integral part of every community. Here WTIX New Orleans, La., entertains a group of youngsters. A large staff gathers, edits and broadcasts news for WKY Oklahoma City, Okla. All are professional radio news men. 9 Accident victim is heard on the air minutes after mishap as WSB Atlanta reporter, who heard police report in mobile unit, inter- views him at hospital. Speed like this is a radio-only quality. of musical programming frankly de- signed for the family taste." The guidepost of the Bartell oper- tion is continual updating and re- finement. "Ideas are eaten up Aveek by week . . . program formats are de- voured almost daily . . . transcribed stagings and settings for our music and features must be renewed and freshened continuously." Majority of People Todd Storz, president ot the Storz Stations of four outlets, declares, "Our desire is that our stations shall please the majority of the people the majority of the time. We try to be a Daily News . . . not a Times." Mr. Storz states, "Our format was built on the premise that it is not within our province to dictate, by censorship, programming tastes to the American public We felt that a control of music to the extent that we could not play certain selections because they didn't meet with our wholehearted approval would be very akin to thought control." Specifically, this is what the Storz operation involves: "Within the general framework," Mr. Storz says, "we also believe that the public has a great appreciation for a really progressive sounding op- eration. This means rapid-fire pro- duction, extensive use of produced e.t.'s, a top news department and, most important, disc jockeys who can attain and keep a loyal audience fol- lowing." At KEX, Portland, Ore., the music programming philosophy is to "broadcast a continuous alert blend of predominantly popular music, paced and balanced by new versions of old standards and coming hits." The impression the station is trying to build is "warm companionship and friendly, courteous service," KEX indicated in its reply. A popular trend in music today is the programming of current hit tunes. One such station is KEXO Grand Junction, Colo., which de- scribes its programming concept as "strictly music." "We use all national and local surveys to build our top 50 — then we delete all the raucous, repetitious rock 'n roll, but use the better num- bers from that category." The goal of WVKO Columbus, O., is "faster-moving radio entertain- ment." The keystone of this concept is "good standard music." Stays With Standards Another station that programs standards is KIXL Dallas, Tex. "The station's music policy is that of good popular music with absolutely no rock 'n roll, western, hillbilly, race or religious selections. KIXL does not adhere to the top 40 or top 100, or any other such designation; but stays with standard pop tunes and old selected favorites." In its reply, WEW St. Louis, Mo., proves that one man's poison is an- ther man's meat and potatoes. The station has aligned its music sched- ule to feature country and western music. WEW's concept has added significance because the wheel of nuisic programming has taken almost a full turn at WEW. In 1937, it adopted a variety station approach with emphasis on old-fashioned hill- billy music. This lasted until 1951 when the format was changed to in- clude only classical music. After four years, the station experimented and finally hit upon its present approach. Since 1936 One of the stations that has pro- grammed "good music" since it went on the air in 1936 is WQXR New York. As opposed to trying to reach a general audience, the station seeks out a specialized audience of music lovers. A key aspect of this program- ming rigidity is its advertising policy. In 1944, WQXR put a ban on sing- ing jingle commercials which is es- sentially still in effect. In addition, certain standards are established to screen products and copy. Locally-originated live music is another side to radio's myriad ap- proaches, judging from the replies. 22 U. S. RADIO May 1958 This is Bill Jackson of WPTF Raleigh, N. C. "spinning the platters." Disc jockeys are often adio personalities. the best known of local Listeners count on radio to take them to local and national sport events. In the booth at an Elkhart, Ind., event is the WTRC broadcasting crew, typical of radio sports coverage all over the country. In addition to recorded shows, WGN Chicago features a country music group on the daily Country Fair. The station recently completed an Essays in Music series comprising outstand- ing young musical artists in the com- munity. An orchestral unit also is used during portions of a nightly re- corded show as well as on two after- noon shows. In addition, WGN pre- sents a weekly concert by the Fifth Army Band. From time to time, the station conducts remote orchestra pickups. Heart of Ozarks KWTO Springfield, Mo., in the heart of the Ozarks, programs coun- try music shows, many of which are live. Some of its staff musicians also appear on network radio and tv shoAvs that feature this type of music. Another station that programs some live music is KWKH Shreve- port. La. Part of the day, the station programs folk music for its rural au- dience. An offshoot of this has been KWKH's origination for national consimiption of The Louisiana Hay- ride on Saturday night. On Siniday, the musical pendulum swings to Opera Matinee and the New York Philharmonic Orchestra. KWKH also presents drama in its varied pro- gramming service. "By diversified programming, we mean programs for all ages and all economic groups. We play all kinds of music, present all kinds of drama and all kinds of news and information programs." A musical format employing the night club approach is used by WORL Boston. It is called the "950 Club." The broadcast is split into I5-minute segments. Each unit is called a stage and features a different artist — either a vocalist, a band or a group. The same artist is not repeat- ed too often in one week, WORL states, nor is one artist heard at the same time from day to day. The sta- tion tries to build an element of curiosity so that listeners will try to figure out what the next 15 minutes will feature. The recorded selections played are based on a concept of music past, present and future. WWJ Detroit bases its music operation around the W^J Melody Parade. This is derived through a compilation of record sales in the Detroit area as checked against a list of records approved for air by the station. Records that appear on commercial lists which do not meet WWJ standards are deleted. Station Defines The station's standards do not au- tomatically eliminate any performer. But a song must meet the require- ment of "more enjoyable music" as defined by the station. A thorough screening process also is employed by WEJL Scranton, Pa. The station states that it carefully avoids anything that remotely re- sembles rock 'n roll and all "loud, brassy instruments as well as the shouting, saloon-type vocalists and vocal groups." Individual Merit According to the return from WIND Chicago, a different approach is followed in the selection of its mu- sic. "We do not discriminate against any particular type of music, feeling that each record or selection should be judged on its individual merit and not banned because it had the unfortunate fate to be categorized as something less than desirable," the station reports. "Thus within the bounds of good taste and proper programming," WIND states, "we play all types of music and feel that this program- ming is calculated to have mass ap- peal." WIND does eliminate "the more raucous records, the non-musical rec- ords and records which are extreme in any direction." The musical approach of WINN Louisville, Ky., features standard popular music 24 hours a day, seven days a week. The station plays to the "great middle class with sweet pop — no rock 'n roll, country and western. U. S. RADIO May 1958 23 9 Before the home team plays its game, the Washington Senator fans enjoy meeting lovely Miss Washington, sponsored by WWDC In its annual contest. no hillbillv aiul no lowdoun blues." In |)ro<^r;Hnining its music, W'PEN Philadelphia, I'a., builds the format around its j)ersonalities. In hiring its m.c.'s, the station uses three criteria: their ability to entertain, to sell products and move merchan- dise, and to perform before live audi- ences. As part of its personality con- cept, "WPEX in 1951 built a restau- rant-studio on the first floor of its building. This is used for nighttime progranmung. From 9 p.m. to 5 a.m. every night, shows are progranuned with live studio audiences. At AVMIX Mt. \'ernon, 111, the emphasis on the d.j. is slightly differ- ent. Here, a full-time nuisic lil)rar- ian and not the d.j. determines the nuisic to be played on any given pro- gram. The personality is encour- aged, however, to provide ideas in Ijuilding individual programs. The musical content at WMIX is based on a "balance between vocal and instrumental nimibers; between various types and styles of vocalists or groups, and between moods cre- ated by instnunental music." While many stations program for the general audience, an equal niuii- ber slant their format at a jjarticular Today stations such as KSON San Diego, Calif., are ready to go anywhere for a news beat. Helicopters are a part of many radio stations' mobile set ups. segment, the questionnaire survey shows. WHTN Huntington, W. Va., programs its music for the adult au- dience. It plays current favorites with a melody interspersed with old standards, some of which have mod- ern arrangements. And \V.\Xr) Canton, O., programs for the homemaker between the ages of 25 and 55. The station uses disc jockeys, women as well as men, but between the musical selections adds news and hints about homemaking. These vignettes are limited to one minute in length and may range from fashion news to the latest meth- ods in dia])ering the baby. WING Dayton, O., offers pro- grams to all "mature listeners," and steers away from "an overwhelming appeal to teenagers." "Radio for grown-ups of all ages" is the slogan of WGAR Cleveland, O., whi( h offers a balanced schedule of classical and popular music, l)ut does not emphasize rock 'n roll. WSB Atlanta caters to an adult audience by progranuning 90 percent of its nuisi( for mature listeners. The station intersperses its music with conversation and talk during the eve- ning hours. -And WQXI Atlanta also appeals to the adult audience by presenting a variety of music, ranging from old to very new. Record Survey WGTO Cypress Gardens, Fla., programs a variety of music from top tunes to standards. It surveys record stores in its area twice weekly and catalogs the top tunes. The sales of albums and re-releases are also in- cluded and are programmed as they appear on the survey. After years of trial-and-error pro- duction, KALL Salt Lake City, U., has come up with a format called "New Sound." It is based on the idea of a fast-paced flow of popular music. Many stations, keenly aware of the variance in audience composition at different times of the day, have adopted dual personalities. KSON San Diego, Calif., for example, pro- grams the top 50 tunes plus new- comers during the daytime, from 6 a.m. to 6 p.m. In the evening, KSON introduced a new format called "San Diego After Dark," aimed more at the adult audience. It features music that people can relax by, using an 24 U. S. RADIO May 195f assortment of "oldies" and listenable modern tunes plus top albiuns and semi-classical numbers. AVNEB Worcester, Mass., appeals to all age groups. It publishes a weekly top 50 sheet that is compiled from actual record sales in the met- ropolitan area. In Huntington. W. Va., WSAZ also caters to the broadest range of listeners. WSAZ, according to its re- ply, reports that its audience is "slower-paced, more rural minded than a strictly metropolitan station," so that programming ranges from farm services to a Monday evening classical music block. Key Facfor One of the key factors in the pres- entation of musical programming is the quality of the transmission. As a consequence, the engineers at many stations are kept in close contact with the format. At WKAB Mobile, Ala., the engineering staff is closely supervised. "This is of prime impor- tance," the station states, "because not only do they cut many transcrip- tions which must be of top quality, but the levels of all voices and music on the air must be kept uniform. Their job is to give WK.\B a sound of first-rate production." A development of this is that week- ly meetings are held with the pro- gramming and engineering depart- ments. News programming on radio has presented a continual challenge to broadcasters. Radio's immediacy has placed the medium in a position ot prominence as a prime source of news as it is happening. Stations across the country have incorporated news as part of their basic format. Indeed, many stations report that they program primarily news and in- terpretation. Others say they use the popular five-minute news break at the hour. Between these two diver- gent applications lie various ap- proaches, ranging from mobile units on the local scene to network reports from remote corners of the globe. KGB San Diego inaugiuated a new format last February that is based on news and information. The approach is called "Pulsebeat" and is programmed seven days a week from 5:30 a.m. to midnight. It contains news and information on current is- sues, events and people. One week's programming consists of 281 news and conmientary pro- grams; 107 local news programs; 22 local discussion and interview pro- grams, and 80 entertainment pro- grams centered around personalities. The reply from KSTP Minneap- olis, Minn., indicates that it has an extensive news operation comprising 18 fidl-time newsmen. Its mobile fa- cilities include five cars equipped with two-way shortwave radios. A four-passenger helioplane also is on full-time news duty. A radio dis- patching room with two full-time dispatchers is in constant touch with the mobile equipment as well as with all police, fire, highway patrol and sheriff's calls. Local and area news reports at WLW Cincinnati, O., are channeled through the station's Communica- tions Exchange (Comex) . National and international news is provided by network feeds. The station places great emphasis on news and weather. In fact, a total of 267 newscasts are broadcast each week, coupled with 165 weathercasts per week from WLW's own weather station which is staffed by three accredited meteorol- ogists. An original touch also is giv- en to farm news by WLW. Its pro- gram, Everybody's Farm, centers around the station's own typical mid- western farm located at Mason, O. Before the Papers The accent on local news and sports is provided by WSTV Steuben- ville, O. "We aim to be first with the local news before the papers get a crack at it," the station declares. WSTV starts "piping local news to oin- audience — fresh morning copy — no later than 6:30 a.m. We offer three 15-minute across-the-board pro- grams every weekday at 9:30 a.m., 1:30 p.m. and 6:15 p.m." WSTV covers high school, college and sand- lot sports. For a radio station, a natural ex- tension of the news function is pub- lic service. It is just this idea that is behind the programming of WTTM Trenton, N. J. The impression it is trying to build is that of a com- munity institution. "We try to create the impression of service 24 hours a day, whether we are broadcasting information regard- ing traffic congestion, rerouting of l^ublic transportation due to fires. strike meetings, service ( lui) meetings or school closing Ijecause of in- clement weather." To support its service program- ming, WTTM concentrates heavily on local news and local news in- depth reporting with on-the-air fea- tures involving the actual voices of the people making the news. Mutual Exchange The Elliot stations, WCUE Ak- ron, O., and WICE Providence, R. I., also emphasize the news-in-depth with regular commentaries on the news and with editorials. They are currently programming a featine called Speak Up Neighbor, which permits a mutual exchange of ideas on current happenings by listeners. The news formats of both stations are a part of an overall program- ming concept that is designed "to convey to listeners a strong station [:)ersonality which is at once warm and friendly, interesting and excit- ing, dynamic and thought-provok- ing." The service theme, built around its news operation, also is used by KRMG Tulsa, Okla., as reported in its reply. An example of what this can mean to a community came to light last May 17 to May 21 when the area was hit by disastrous floods. KRMG in that four-day period pre- sented a total of 153 remote broad- casts from four mobile units. About 90 percent of all newscasts w^ere de- voted to flood information. The total time consumed by the remotes amounted to 10 hours and two minutes. In Rochester, N. Y., last Fel)ruary's blizzard, described as the \\orst in the city's history, was the occasion for WVET to exercise its news and service idea at a critical time. With the use of its full-time mobile unit, WVET not only pro\ided a first- hand account of the storm and street conditions, but the vehicle also lent a hand where needed. The idea behind the news format at WTRC Elkhart, Ind., is "to pre- sent to the public any happening of local interest when and where it hap- pens through 1 1 local newscasts every day, supplemented with NBC News on the Hour," the station states. "We have two battery-ojier- ated tape recorders to take to the (Cont'd on p. 85) U. S. RADIO May 1958 25 Today's Network Is Sold to Multitude Of Advertisers As a result of changes in economics since 7949, networks now cater to large numbers of advertisers A decade ago 15 advertisers acrounted for more than 40 percent of all network reve- nue, while today they constitute less than 20 percent of network billings, u. s. RADIO estimates. Although as a result of this radio revolution the networks now draw their revenue from a much wider selection of na- tional advertisers, the top 15 are again looming as substantial pros- pects on network horizons. All signs point to the fact, how- ever, that they never again will ap- proach their pre-television position in network billings. This, instead of discouraging many network spokes- men, is considered in most quarters to be healthy on the theory that there is safety in numbers. One indication of their expanding interest in netw'ork radio is that of the 15 firms listed in 1949 by NBC as radio's top spenders, a survey of the four major networks shows that three of these have already bought time this year on all four networks, an event that has not occurred since 1952. The same number have in- vested in three networks, while four firms have bought into two — and the year is yet young. Those scheduled on all four are: General Foods, Liggett ,& Myers, R. J. Reynolds. On three networks: American Tobacco, Lever Brothers, Sterling Drug. On two: American Home Products, Colgate-Palmolive, General Mills, Gillette. Rounding off the top 15 with one network each: Miles Laboratories, Campbell Soup, Philip Morris, Swift and Procter & Gamble. While it is well known that the top 15 have drastically cut their net- work spending in the last 10 years, it may come as somewhat of a sur- prise that only two of these giant ad- vertisers ever abandoned network radio entirely during that period. The other 13 kept a foot in the door for each year since 1949. Come Back The American Tobacco Co. and Campbell Soup Co. left network ra- dio in 1956 and 1957, respectively, but are back this year with buys on NBC. The tobacco company has al- ready contracted time with CBS and MBS as well. Although figures on the top 15 net- work expenditures are unavailable after 1954, it is interestino to note that three of the four networks had their worst years since 1949 at differ- ent times — which perhaps indicates that the top 15's severest blows to net- work radio did not come all at once. (Low years, for example, were: NBC 1955; ABC 1953; MBS 1956.) In the last two years, network ra- dio has emerged as different from its old self as a butterfly is different from a caterpillar, and evideiulv the top 15 and many other national ad- vertisers are taking another look. They are scanning, among other things, the increasing number of net- work sponsors. Ben Lochridge, na- tional sales manager, CBS, reports that in 1949 his organization had a total of 63 advertisers, while in 1957 there were 118. Howard Gardner, manager of radio network sales de- velopment, NBC, states that in 1949 his network had 68 advertisers, as op- posed to 125 in 1957. Hal Gold, pub- lic relations director, MBS, reveals that in 1949 Mutual had 54 adver- tisers as contrasted with 83 last year. John White, national sales manager, ABC, says that in 1949 American had 26 U. S. RADIO May 1958 1949 63 advertisers 68 advertisers 54 advertisers 68 advertisers 1957 1 18 advertisers 125 advertisers 98 advertisers Source: Number of advertisers on each network for the years indicated, as reported by the networics. 68 advertisers while it had 98 in 1957. Each of these four network spokes- men find the broadening of the ad- vertising base a healthy situation for the industry. As one of them says, "It's safer not to have all your eggs in a few baskets. Now if several spon- sors drop out we don't feel it to the extent that we did 10 years ago." Listening Habits All attribute the changes in both advertiser characteristics and program formats primarily to the oft-discussed alteration in America's listening habits after tv. ABC's John White says, "The difference between net- work radio a decade ago and today might be compared with the differ- ence between a deer rifle and a shot- gun. Then an advertiser fired a few bullets and reached everyone while today he must fire many to reach the same number of people. This has re- sulted in the trend away from long- term, large time buys. This is why we sell 10-second spots now and no segments longer than five minutes, except for the news." Mr. White believes that network radio offers several important advan- tages to any advertiser because he can consolidate an extensive amount of commercial time with one buy and one order. The advertiser and agency buying job is thus simplified and he gets "lots of tonnage" — mass atidi- ence — in the bargain. Mr. Gardner of NBC adds that network radio'j new look has broad- ened the whole selling field, result- ing in increased numbers of spon- sors. Those who never could afford network radio before now find that it is well within their means. "For example, the minimum buy on our network 10 years ago would have been around $260,000 for a 15-min- ute sponsorship on a regular 13-week cycle. Now you can buy a minimum of minute spots a week at fl.OOO. He also points out that as a result of changes like this, whole new product categories have been opened up to radio, particularly the soft goods field. In other fields, relative newcomers are Evinrude Motors and the Hertz-Rent-A-Car Co. Mr. Gardner believes that the trend toward small participations will "never be reversed and that pro- gram sponsorships will only succeed with institutional advertising." He cites the Bell Telephone Hour as an example. On the other hand, CBS's Mr. Lochridge states that in his opinion there will always be a sizeable place for program sponsorship. "Network radio has room for two areas and program sponsorship is finding in- creasing favor today with advertisers and agencies." He mentions the Jack Benny Show sponsored by the Home Insurance Co., the Philip Morris Mu- sic Show and the Lowell Thomas broadcasts bought by Delco. Sponsor Choice Mr. Lochridge emphasizes the im- portance of giving the sponsor a choice between segmented formats, daytime serials and "the best regular programs with well-known person- alities." Mutual's Mr. Gold points out that in his opinion "advertisers are not paying top dollars for talent today as they did 10 years ago. They get this in tv. Now they are paying fees for the medium, hence the lowering of rates and the greater number of spon- sors." • • • U. S. RADIO Mav 1958 27 65% of National Shoes total ad budget to radio i National Shoes Sells 'file Sound Off It In radio continuously for 18 years, the shoe firm attributes much of its growth to the sound medium. The northeastern chain relies on radio to reach all members of the family and all types of communities 28 U. S. RADIO • May 1958 National Shoes and its agency, the Emil Mogul Co., have been closely associated since 1940. Here at a plans meeting are (left to right) Emil Mogul, agency president; Myron A. Mahler, v. p. and creative director for air media; Louis Fried, president of National Shoes, and Milton Guttenplan, v. p. and account supervisor. The executives met to plan the biggest spring ad campaign in the history of the family shoe firm. When a National Shoe Store moves into a new commu- nity, radio introduces it to the public because, as the chain's president says, "We want them to get the sound of it! "The first thing we look for when entering a new area or adding a new store," Louis Fried reveals, "is a good radio station." Radio has been the primary ad- vertising medium of National Shoe Stores Inc. since January 1940, when the firm became one of the first three clients of the Emil Mogul Co. Inc. and put its entire advertising budget of $50,000 into the sound medium. Expenditures in radio today ac- count for 65 percent of National's overall advertising budget and that ratio has been maintained for most of the past 18 years. The total ad budget is more than 10 times greater than in 1940. "Our use of radio expands directly with the expansion of the chain," says Mr. Fried, who also directs his firm's advertising. When National Shoes started in radio it had 35 retail outlets; now it has 150 in 98 communities in New York, New Jersey, Massachusetts, Connecticut, Maryland and Pennsylvania. And in the past fiscal year. National's sales of its "popular-priced" line rose to a record $23,706,184. "We didn't stay with radio so consistently all these years through faith alone," says Mr. Fried. "We were* just as conscious as any other advertiser as to the readjustments radio would have to make with the advent of tv. "But we also knew, through oin- own direct tests, that radio as a medium continued to be the most advantageous to National Shoes." National executives report that they are constantly reminded of radio's part in the growth of their business, for often, when they go into one of their stores, they hear a customer singing or whistling their jingle: National Shoes . . . Ring the bell . . . The radio jingle, in fact, has in- spired National's trademark, and the bell appears on all advertising and promotion — and even on the shoe box. It was written in 1944 by Myron A. Mahler, now vice president and air media creative director for Emil Mogul. At present. National is engaged in the heaviest spring advertising drive in its history, with more than 800 one-minute commercials for its line on 30 stations. Backbone of the cam- paign is the perennial jingle with va- riations, including the sound of the bell and copy consisting of dialogue among customers in dramatic situ- ations. U. S. RADIO Mav 1958 29 "Keeping in mind that it takes a mucli more unusual message to gain attention these days because times, audiences and listening habits have changed," says Milton Guttenplan, agency vice president and account supervisor, "we have developed new techniques for our commercials. "We don't believe in gimmicks for their oAvn sake, however. .\nv device should lend itself immediately as a vehicle for telling the commercial storv." New Series The new series of commercials fea- ture "entertaining dialogue" based on "ring the bell" situations. The sound of a bell replaces the word, and the type of bell — telephone, door, typewriter, dinner, school, or the one you ring to signal a bus driver — sets up the situation. Dia- logue follows and the jingle finishes up. "The techniques used here," says Mr. Guttenplan, "have their origin in those developed during the period when soap opera was in its heyday. We have merely taken advantage of the many dimensions available in radio." One problem facing a "family shoe store," according to Mr. Gutten- plan, is that it must reach all mem- bers of the household. Another is that National's stores are located in downtown sections, in suburbs and on highways. "Radio has the flexibilitv needed," states Mr. Guttenplan, "for National Shoes' policy of serving customers wherever they may be. This is espe- cially pertinent in regard to the highway stores now opening. And radio stations, even more than printed media, have kept pace with the movement to suburbia. "As to reaching all members of the family, our messages arc directed at women and mothers in the uiorning, at men and young men adjacent to news programs, at teenagers on their favorite disc jockey shows, and so on. "Radio also affords us the flexibil- ity of taking into consideration cus- tomer buying habits in an area," Mr. Guttenplan continues. "It gives us the advantage of running messages according to weather, season and local conditions." Media Testing National has a s|>ecial method of media testing which it employs each fall. It is a special discoimt offer made "to listeners to this program." Listeners are asked to write to Na- tional, giving their name and the time and station. In return they re- ceive a 15 percent discount certifi- cate. "It's amazing the information that these tests reveal — qualitative and quantitative," declares Mr. Gutten- plan. "Not only do we get a com- parison of stations but we are able, through the structure of the tests, to compare spots and programs within a station's own schedule." The tests results are also used to evaluate the effectiveness of the com- mercials, taking into consideration the conversion factors of certificates into sales. And timebuyers are aided by a correlation of radio time and numl)er of customers, and by an area coverage map indicating which stores are helped most by the messages. Stations Welcome Tests "We feel this is as exact as you can get in measuring which station is doing the best job," says Mr. Gutten- plan. "And we find that stations welcome the tests because most feel that mutuality of interest between stations and advertisers is more than just a lij>service term, and that sta- tions can only prosper to the extent that their advertisers prosper." The Mogul people have only one complaint against radio. There are a few station managers, they say, who will occasionally feel that demand is the sole factor in determining rates. For the most part, however. Na- tional and its agency have nothing but praise for "the medium to which we owe a great deal of our success." "The flexibility of radio is its greatest feature," Mr. Fried notes. "Stations have been educated to meeting the requirements of the ad- vertiser in so far as frequency of the schedule is concerned: giving a peak schedule in season and cutting back at other times. Many station man- agers have learned to see-saw sched- 30 U. S. RADIO May 1958 ules to meet the needs of advertisers. "And most stations have done a good job," Mr. Fried adds, "in dis- ciplining themselves in the realm of double and triple spotting." What about National's future in radio? With the chain in the midst of long-range expansion program calling for a 200-store operation in an extended geographical area, the answer is: more radio. "National never left radio," de- clares Mr. Fried. "Radio is our pri- mary medium." At the agency level, thought is being given to future campaigns even as the new one is launched. "We may well come up with new techniques next time," says Mr. Gut- tenplan. "Even though we are using transcriptions at present, we might go back to announcers. Radio, after all, has achieved success through its personalities." Increasing Business Mr. Fried also looks to the future, reminding the stations that they "have an obligation to do everything in their power to create the stimulus for increased business in the com- munity they serve. "We did not listen to the prophets of doom a few years back, but stayed with radio. We now look to the sta- tions," he concludes, "to continue to maintain the same interest in audi- ence building in these good times for radio." • • • Agency team goes over a new National Shoes (ingle variation in a pre-production briefing by Mr. Mahler, singing and playing. Standing (left to right) are Denise James, copywriter; Jeanne Harrison, executive radio-tv producer; Mr. Guttenplan, and Alfred Paul Berger, vice president and copy chief. The "National Shoes Ring the Bell" jingle, Mr. Mahler's first effort aling these lines, was written more than 14 years ago. U. S. RADIO May 1958 31 \.('. Al.I.YN A.NJ> ( k>>tt'.\.\\ l>ivrim«r>iT Sk» rmrms December 2, 1957 Mr. Jules Herbuveaux, Vice President National Broadcasting Company Merchandise Mart Plaza Chicago, Illinois Recently we made a decision to extend our radio advertising to certain cities where we have branch offices and this decision was based on our success in using your radio station WMAQ over the past two years. The inquiries developed on our daily five -minute Stock Market and Business News Program over WMAQ have been turned into new accounts on a satisfactory ratio aind in addition we have re- ceived institutional and public relations value immeasurable In new business. On October 1, 1957, we expanded with the same format to seven other midwestern cities. For the past year and again in 1958, radio will be our principal advertising vehicle. Very truly yours. buyers and sellers of radio advertising 36TH ANNUAL CONVENTION APRIL 27 -MAY 1 lOS ANGEIES [TIONAL ASSOCIATION OF BROADCASTERS Convention Highlights p. 37 Radio Convention Agenda p. 39 Radio Picture History p. 42 Exhibitors; Things to Do p. 48 17. S. RADIO IN SVITE 2133 BILTMORE HOTEL rNAX-510 NORTH DAKOTA SOUTH DAKOTA MINN. [IOWA NEBRASKA there are 175 counties and over 600,000 radio homes under Big Aggie's Umbrella'' That's a big chunk of these United States but check these other important facts about WNAX-570. America's 41st Radio Market** 2,217,600 People* 600,000 Families*^ _ Over $3 billion spendable income* 36.4% Share of Audience** Big Aggie Land is a vast expanse of our country whose bound- aries are defined by the power of one radio station — WNAX. Its total farm income is 3rd in the nation. In livestock sold, Big Aggie ranks 2nd. In crops, 4th. Her listeners have money to spend and it's no wonder Big Aggie has done such a con- sistently good job for her advertisers. When Big Aggie talks about a product, listeners know they can believe what she says. *SRDS Estimates **NCS #2 36th ANNIVERSARY OF WNAX— 1922-1958 WNAX-570 Yankton, So. Dak. CBS Radio Peoples Broadcasting Corp. Don D. Sullivan, General Manager Nick Bolton, Commercial Manager Represented by Katz ^r^^mm'm^ KM CBS 5 0,000 Watts RADIO "THE VOICE OF ST. LOUIS" In the leadership spotlight ...WGN- radio! WGN LEADS ALL OTHER CHICAGO MEDIA IN HOMES REACHED! That's why top-drawer advertisers buy WGN-radio in Chicago. And you will be in the best of company when you join the nation's smart- est time-buyers who select WGN with confidence year after year. Be- cause WGN helps sell millions of dollars worth of goods for these top-drawer clients. New, better-than-ever programming for '58 is in keeping with WGN's policy of top quality at the lowest possible cost. 36 (Supplement p. 2) U. S. RADIO • May 1958 NAB Convention Meets in Los Angeles The 36th annual get-together slates busy radio agenda. Highlights: outlook, good practices, fm and audience measurement Harold E. Fellows, president of NAB. John F. Meagher, NAB radio vice pres. It's NAB convention time, the 3()th aiuiual get-together ot the leaders ol the broad- castmg and advertising indiistrv. On the agenda are 17 management ses- sions and 15 panel discussions to take place at the Biltmore and Stat- ler hotels in Los Angeles. Radio shoidd get its share of the billing. Radio was an infant indiistrv when a handfid of forward-looking broad- casters pooled their opinions on its destiny and emerged with a single thought: A strong organization was vital to a strona; indiistrv. Their thinking resulted in the for- mation of the National Association of Broadcasters in 1922. U. S. RADIO • May 1958 THIS IS R.ADIO .MONTH {Supplement p. 3) 37 The first convention was held the year following the organization of NAB — October 11, 1923, at the Ho- tel Commodore, New York. It is per- haps doubtful that any broadcaster at that first annual meeting could have envisioned "Radio-1958" — 140 million radios in 18.5 million homes with what amounts to almost 100 percent national saturation, 3,769 stations supplying the listening pub- lic with entertainment, information, public service, music and news around-the-clock. In all, the delegates to the 1958 meeting can pick and choose among some 30 speakers and 50 panel mem- bers discussing more than 40 sub- jects. This is a long jump from October 1923 — that one-day meet- ing when broadcasters were con- cerned primarily with their need for more air space and a desire to see a Federal Radio Commission estab- lished. Delegates Ironi ihc radio side will be jjarticularly interested in Tues- day afternoon's radio management conference led by John F. Meagher, NAB vice president for radio. Lead- ing a discussion of "This Business of Radio — Inventory 1958" will be F. Merrill Lindsay Jr. of WSOV Dcca- tin-. 111., chairman ol the .\ AH Ra- dio Board. .Also participating will be F. C. Sowell of W LAC .\ashville, Tenn.: Frank M. Headley, president of the Station Representatives .Association, and Maithe\v J. Culligan, head of the NBC Radio network. .\nd on Wednesday afternoon, radio delegates will hear \\'ortli Kramer of WfR Detroit, chairman of NAB's Committee on Radio Stand- ards of Good Practice, speak on the relationship of good j^ractice to good business. That same day RAB's presenta- tion, "Your Future is Sound," will feature Kevin B. Sweeney, RAB pres- ident, and John F. Hardesty, RAB vice president. Also, E. K. Harten- bower of KCMO Kansas City, Mo., chairman of the N.\B Radio Re- search Committee, will moderate a panel discussion on "Measuring the Radio Audience." A Thursday morning session for radio management will be devoted to an .All-Industry Radio Music Licens- ing Conference. • • • MAY IS NATIONAL RADIO MONTH May marks the observance of National Radio Month. For the first time it has been extended from a week to a month, and promotion plans are proportionately bigger than ever before. Scheduled to tie in with the N.\B convention, National Radio Month will s]j()tliglu the sound medium throughout the country. Sponsoring the observance are the National .Association of Broad- casters, the Radio .Advertising Bureau, the Electronic Industries Association and the National .Appliance Radio-Tv Dealers .Associa- tion. Coordinator lor the promotion is |ohn F. Meagher, N.AB's vice president lor radio. Mr. .Meagher reports that major trade and civic organizations have ijeen notified ol the industry's plans and that many have pledged cooperation with local stations. Congressmen have also expresseil willingness to help by sending special recorded messages to stations in their constituencies. Radio set manufacturers and dealers are planning advertising support. Individual stations must bear the major iesp()nsii)ility lor the success of National Radio .Month, however, Mr. .Meagher points out. To aid broadc asters, a special promotion kit has been prepared and mailed to all N.AB members. Non-member stations have re- ceived part ol the material in order lo make the oI)servance as widespread as possible. The thcnic loi the moiitli and lor the kit is "Radio is close to vou ... at home ... on the move ... in your conununiiy . . . radio is close to all .\merica." r I I I I I I at home . . . on the move I radio is close to all america I I MAY IS NATIONAL RADIO MONTH I is close |o you in your community I J Newspaper mat in NAB l;i: Ihe promotion material is built around these aspects ol radio's service to the American people, Mr. Meagher says, and is one ol the most comprehensive ever distributed. It includes a series of more than 70 spot announcements, a list of 72 promotion and program ideas and designs for reproduction of tangible jMonioUon items such as bumper strips, matchbooks and decals. Other items are a specially-written speech which can l)e adainec! to local use, news releases for on-the-air use and lor newspapers, a fact sheet on radio, a sample proclamation for Radio Month, quotes from national leaders, a compendium of excerpts from letters from major civil and fraternal organizations and trade groups ard a s ;ecially-designed mat for use in printed material and newspapers. Mr. Meagher believes that this kit contains most of the tools needed for making National Radio Month the best radio pro-iiotinn in NAB history. 38 , {Supplement p. 4) 4 HIS IS RADIO MOM H U. S. RADIO May 1958 r RADIO AGENDA SATURDAY, APRIL 26 9 a.m. to 5 p.m. REGISTRATION Galeria, Biltmore Hole! SUNDAY, APRIL 27 7 a.m. to 7 p.m. REGISTRATION Galeria, Biltmore Hotel 10 a.m. to 2 p.m. BROADCAST MUSIC INC. BOARD MEETING & LUNCHEON Cleveland & Mission Rooms, Hotel Statler 12 p.m. to 7 p.m. EXHIBITS Biltmore Hotel: Hotel Statler: Second Floor, Garden Room Ballroom Foyer, Wilshire Room Grand Ballroom Los Angeles Room Assembly Room 3 p.m. to 4:30 p.m. MBS AFFILIATES MEETING Conference Room #2, Biltmore Hotel 3:30 p.m. to 5 p.m. CLEAR CHANNEL BROADCASTING SERVICE MEETING Conference Room #5, Biltmore Hotel 3:30 p.m. to 5 p.m. DAYTIME BROADCASTERS ASSOCIATION MEETING Conference Room #8, Biltmore Hotel 4:30 p.m. to 6 p.m. MBS AFFILIATES RECEPTION Conference Rooms #3, 4, Biltmore Hotel MONDAY, APRIL 28 8 a.m. to 9:30 a.m. QUALITY RADIO GROUP BREAKFAST Conference Room #7 , Biltmore Hotel 10 a.m. to 12 p.m. "FORWARD MOVING FM" Music Room, Biltmore Hotel Presiding: RAYMOND S. GREEN WFLN Philadelphia, Pa. 2 p.m. LABOR CLINIC Music Room, Biltmore Hotel Presiding: LESLIE C. JOHNSON WHBF Rock Island, 111. 4 p.m. to 5 p.m. WAGE-HOUR SEMINAR Music Room, Biltmore Hotel TUESDAY, APRIL 29 10 a.m. to 12 p.m. JOINT SESSION Biltmore Theatre (Management and Engineering Conferences) Keynote Address: DR. FRANK STANTON President of C. B. S. Presentation of Keynote Award: HAROLD E. FELLOWS President of NAB Address: HON. JOHN C. DOERFER Chairman of FCC 12:30 p.m. LUNCHEON Biltmore Bowl, Biltmore Hotel Address: MARION HARPER, JR. President of McCann-Erickson Special Feature: DAVID HARDACRE National co-winner. Voice of Democracy contest 2:30 p.m. to 5 p.m. RADIO MANAGEMENT CONFERENCE Pacific Ballroom, Hotel Statler Presiding: JOHN F. MEAGHER Vice President for Radio, NAB "THIS BUSINESS OF RADIO-INVENTORY 1958" F. S. Sowell, WLAC Nashville. Tenn. Frank M. Headley, President of SRA Matthew J. Culligan, Vice President in Charge, NBC Radio "RADIO'S ROLE IN NATIONAL DEFENSE" Honorable Robert E. Lee, FCC ; other government and industry executives. 5:30 p.m. to 7 p.m. SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION RECEPTION Pacific Ballroom, Hotel Statler 7 p.m. BROADCAST PIONEERS BANQUET Golden State Room, Hotel Statler WEDNESDAY, APRIL 30 9:30 a.m. JOINT SESSION Biltmore Theatre Panel Discussion: Membership of the FCC Moderator: MR. FELLOWS 12:30 p.m. LUNCHEON Biltmore Bowl, Biltmore Hotel Address: HAROLD E. FELLOWS President of NAB Special Feature: EDWIN W. EBEL Chairman, radio-tv committee. The Advertising Council 2:30 p.m. to 5 p.m. RADIO MANAGEMENT CONFERENCE Biltmore Theatre Presiding: MR. MEAGHER "GOOD PRACTICES ARE GOOD BUSINESS' Worth Kramer, WJR Detroit "YOUR FUTURE IS SOUND" RAB Presentation. Kevin B. Sweeney, President of RAB; John F. Hardesty, Vice President "MEASURING THE RADIO AUDIENCE" Moderator: E. K. HARTENBOWER. KCMO, Kansas City, Mo. Panelists: Representatives of the rating services 7:30 p.m. ANNUAL BANQUET Palladium, 6215 Sunset Blvd. THURSDAY, MAY 1 10 a.m. RADIO MANAGEMENT CONFERENCE Pacific Ballroom. Hotel Statler All-Industry Radio Music Licensinsj Conference Chairman Pro Tem : ROBERT T. MASON, WMRN Marion, 0. 12:30 p.m. LUNCHEON Biltmore Bowl. Biltmore Hotel Presiding: MR. FELLO\^ S Special Feature: Industry tribute to Dinah Shore for her contribution to radio-tv entertainment ANNUAL BUSINESS MEETING ADJOURNMENT U. S. RADIO May 1958 THIS IS RADIO .MONTH {Supplonent p. 5) 39 SHOWS %. SHRVICE FINANCE PLENTY : Live Music to swing out your sales campaign. Sports events that win extra points for your prod- uct . . . and that's not all. A Farm program that'll put your tractor in high gear. A Women's feature that'll put your cosmetic on a mil- lion faces You name the product ; we've got a program that can sell it. But programs alone don't do it : It's the people behind them that convert listeners into customers. And we have the people— over 200 top-flight personalities that breathe life into every program and commercial. Audiences respond to this vigor and know-how. They respect it. Proof? We have it: A recent study in six cities by Motivation Analysis, Inc. showed clearly that our Person- ality Programming gets far greater listener attention than the Inde- pendent competition. What's more, the very scope of our program schedule inspires audience belief. People think of our stations as big and authoritative. They be- lieve in our programs. And finally, they believe in your commercials. This is our case. It can be yours, CBS RADIO SPOT SALES WCBS, Neiv York WBBM, Chicago KNX, Los Angeles WCAU, Philadelphia WCCO, Minneapolis-St. Paid WEEI, Boston KMOX, St. Louis KCBS, San Francisco WBT, Charlotte WRV A, Richmond WTOP, Washington KSL, Salt Lake City WMBR, Jacksonville KOIN, Portland CBS Radio Pacific Network and CBS Radio Nov England Network. focus on radio cillfc Radio's First 38 Years Fliice n 195S trunsistor beside one of Dr. Lee tie I-orest's l'>()6 iitidion vacuum lubes and the "grou'lh" of radio seems unoiniilous, indeed. Bui radio men are not fooled by semantics. Radio has >j;rou'n into cars, onto beaches, out of clocks, aloni^ kitchen sheii'es. between bedroom furniture. It will bloom soon on millions of wrists. And, aboxe all. it luill continue groieitiji to enrich the lives of listeners in almost 50 million homes ami Id j))()(hi(e the best-informed fyeople in the world. Only radio can be comfMinion. infortnant. entertainer, force. Outlet for a .\lar\ .Margaret McBride, an Orson Welles, a Father Cout^hlin, (I Mortimer Snerd. an FDR. Axis of a nation on election day. Pearl Harbor Day. I'-J Day, W'oild Series Day, everyday. This fyicture history needs 1,000 pages to be comf)lete. It's just a taste of the last }S yean of radio's many, many flavors. Itt20: kDk.l I'lttshurgh. I'd., hroadcats the reliirn.s of the Hardin g-Co.x election (above left) on \ovember 2, opening a new era in coniniunications. Radio was recognized early as an important outlet for political expression. In 1922, Congressman Thomas E. Marshall of Missouri addressed constituents over KSD St. Louis one month after the station s debut. Ten years later one political party spent $.300,000 for radio time, and in 19313 the President spoke to the nation 20 times in 10 months. 1923: Radio begins inroads as a mass entertainment medium, and soon many entertainers are household ivords. Here are Eddie Cantor, first of the Broadway stars to broadcast regularly, and Billy Jones and Ernie Hare — The Happiness Boys. The athletically inclined could even take early morning exercises. 42 (Supplement p. 8) 1923: These perjormers don't seem quite acviistoined to the big Westinghouse microphone at WjZ^s Newark, N. J., studio. This was the year of the first multi-station wire hookup, linking WEAF New York, KYW Chicago, IVGY Schenectady, N. Y. and KDKA Pittsburgh. Pa. 1924: Stations are not content merely to air neivs from studios and broadcasts were originated from the national political conventions. In 1925, WGN Chicago microphones travelled to the famous Scopes trial courtroom in Tennessee. . i 1924: The first Western Electric amplifier in use in the Midwest operates transmitter (above left) at Elgin, III. Some experiments, such as a floating blimp antenna at Saxonburg, Pc, didn't work. But by 1933. David Sarnoff and Guglielmo Marconi could stand before transmitting equipment like this at Rocky Point, L. I., and the next year WLW Cincinnati, O., started testing a 500 kw transmitter. Radio's First 38 Years iii'ZH: \eln()rk radio brings events and personalities to the nation's homes and revolutionizes the litinti habits of millions. NBC was formed in September, and a year later W]Z became the flafiship station of ,\BCs Blue Network, while If EAF remained key station of the Red ISetwork. In 1927. CBS was organized. Throufih network radio, listeners thousands of miles away could enjoy the exploits of Babe Ruth (shown uith Graham McNamee), the homespun philosophy of If ill Rollers, the sage comments of Thomas Alia Edison I shown in 1928). 1928: Freeman Gosden and Charles Correll become Amos n Andy as radio develops its oicn stars and entertainment forms (shown, above left, in 1926 when they played Sam n Henry). In 1929, Myrt and Marge, forerunner of the soap operas, went on opposite Amos 'n Andy. Right on their heels, in 1931, came Chester Lauck (right) and N orris Goff — Lum and Abner — (shown in 1939). 1933: Radio performers are embarked on two decades in which they become an intimate part of American family life. Don McNeill's Breakfast Club is still going strong, as is Bing Crosby (shown ivith frequent guests, the Andretvs Sisters). All-time radio greats included Bob Burns, Edgar Bergen and Charlie McCarthy. Rudy I alee and Joe Penner (ivith that duck). And great artists tike Arturo Toscanini became available ivith the flick of a dial. 1937: This on-the-spot reporting of the Ohio and Mississippi Valley floods is an example of radio's development as a primary news medium. Network mobile units such as the one below, and IVOR Newark's remote pickups, proved radio's claim as a major news source during the Lindbergh baby kidnapping in 19S2. By 1937 — the year of Marconi's death — there were 26 million radio homes and 37 million sets. Radio's First 38 Years 1941: Dr. Frank Conrad uorks in his laboratory shortly be j ore his death. The Westinghoiise assistant chief engineer, often called the "father of broadcasting:," sent out radio telephone projirams on this transmitter \ right) in 1916. During the week of his death. President Roosevelt's uar message teas heard by 90 million persons. World War Ei: America listens to radio for first-hand uar news. Edivard R. Marrow's "This is London' and Gabriel Heatter's "There's good news tonight" as well as reports from H. V . Kaltenborn became familiar byworc IVilliam L. Shirer, Elmer Davis, Howard K. Smi Robert Trout and other commentators and correspondents became a nightly habit. Shown on-the-scene in Tokyo at war's end is George T. Folster. P p^^^sI^^h^kI ^^^^^Ksk'^ ^ t*^^9m^^^^^^^^^^^^^^^^^^B^^i L 1 "^m HI IttSO: Portable tape recorders bring the Korean War even closer to listeners. Here Jim Robinson is reporting. And in that year, radio's top comedians got together to celebrate another Benny 39th birthday. Jack Benny, Fred Allen and Bob Hope gained fame on the medium that spotlighted Ed Wynn, Major Bowes, Al Jolson, Fibber McGee & Molly, Fanny Brice, Kate Smith and a host of others. #«« Today: Radio has become the personal medium, with sets in the kitchen, the bedroom, the family car and — in portable form — everywhere. The local personality is typified by Martin Block [above left), radio's first disc jockey. An example of the far-reaching network news and information services of JSBC, CBS, ABC and MBS is MutuaVs Washington bureau [right). Group ownerships have come into prominence, and single independent operations are going strong. Mobile units make possible local coverage of almost any event. Stations have developed varied information, entertainment and service programs suited to their communities. And (above center) as any Bob and Ray fan can testify, radio still creates its own stars. U. S. RADIO • May ^958 THIS IS RADIO MONTH {Supplement p. 13) 47 NAB CONVENTION EXHIBITORS A highlight ol the NAB Los Angeles gathering is the exhiljits ol the hitest in radio ecjiiipnient at both the BiUmore and Statler Hotels. Radio delegates will see on display equipment de- signed for more compact, more automatic and more economic radio operation. Transistor and magnetic recording devices will be of particular interest. Displays of every type can be viewed on Sunday, April 27, from noon to 7 p.m.: on .Monday, Tuesday and Wednesday from 9 a.m. to 7 p.m., and on Ihursday from 9 a.m. to 2 p.m. They will fill the second floor, the ballroom foyer and the Grand Ballroom of the BiU- more, and the Garden Room, \Vilshire Room, Los Angeles Room and Assembly Room of the Statlei . "About one-third of all major products exhiijitcd will feature transistorization with resultant decrease in size," according to a General Electric spokesman. ' Lhe trend toward smaller, more reliai)le equipment for radio . . . will be continued this year." Indudcd in the GE line will be a complete line of audio ctjuipment anil the 50 kw am transmitter intro- duced last year — the fust, CiE claims, to use germanium rectifiers, semiconductor devices, for all d-c supplies. It, too, "is considerably smaller in size than any available up to this time." The RC.\ exhibit will leature automatic program- ming equipment "capable of feeding to the airwaves a radio station's schedule through an entire broadcasting dav." The system employs punched paper tape to allow the station to pre-schedule a day-long program. It can be operated manually at any point in the program schedule to allow for last-minute changes, spot news or emer- gencies. The automatic system, reports RCA, features "mag- netic discs for recording and storing program material," radio whidi is described as "inexpensive." The discs "can be replayed indefinitely witliout loss of quality." Collins Radio Cn. will show a "single channel trans- istorized remote amplifier," as well as new turntables, tuning units, transmitters and consoles. .\ lull line ol aiulio equipment will be shown by Ampex Corp. It will leature the company's 'latest magnetic recorders for the professional broadcaster." New modidation and Ireqriency deviation monitors lor am will be shown by General Radio Corp., along with noise and distortion meters, antenna-measuring ecjuipment and automatic line-voltage regidators. Ciates Radio (^o. will display equipment for "a com- plete one kw am packaged ladio station and ecpiipment for a complete one kw Im packaged station." This will include a new one kw am transmitter, and a new 1, ()()() watt Im transmitter with multiplex installed. Gates also will intKKluce 12 new procluc is lor use by radio stations, including "a new developmiiu in automatic program- ming." Caterpillar Tractor Co. will exhibit one of its electric sets ecjuij)ped with a radiator and Ian and automatic start-stop ecjuipment. Colored translite photos will shcjw stations throughout the country in which Cat electric sets are employed, the installation of the iniits and also the cycle during a utility power failure. Tower obstruction lighting equipment will be dis- jjlayed by Hughey &: Phillips Inc. The company will have a demonstration of its "remote lamp lailine in- dicator system " which provides "a continuous and posi- tive ineans of monitoring tower light control," and alarm imits for unattended microwave relay stations. The Rust Industrial Co. will show broadcast remote control equipment, plus the "Rustiak Miniaturized Strip Chart Recorder" for automatic logging. Corrected up tc press time EXHIBITOR HOTEL SUITE COMPANY REPRESENTATIVES Equipment AMPEX CORP. Statler Wilshire Room 1-11 Neal K. Mt.Naughten. R. A. Miner. C. R. Paulson. Jack Hauser. John Leslie. Charles Ginsburg BLAW-KNOX CO. Statler Biltmore R. A. Troman. W. S. Ro.scoe BROWNING LAB., INC. Biltmore Exhibit Room 2208 Gardiner C. Greene, Mrs. Gardiner C. Greene, Eliot Baker CATERPILLAR TRACTOR CO. Biltmore Ballroom Space 6 C. E. Krosse. R. V. Bradley. .1. W. Jones. C. B. Mulleague, J. P. Hensley COLLINS RADIO CO. Biltmore Ballroom Foyer Space 1 J. M. Haerle, H. 0. Olson. G. T. Tasto. F. P. Wallace. J. F. Stanbery. G. C. Wetmore, T. R. Barber. T. N. Hewlett. W. A. Weiland. E. L. Grandison, C. R. Rollert. D. J. Jordan 48 {Supplement p. 14) THIS IS RADIO MONTH U. S. RADIO May 1958 Because of programs such as"Gunsmoke" (and Jack Benny and daytime serials, Arthur Godfrey and CBS News) . ..Harvard College became a network radio advertiser the other night, sponsoring an hour-long special broadcast, "The Case for the Col- lege," over the full CBS Radio Network. Its purpose, as Harvard's President Pusey put it : ". . . to call attention both to Harvard's ambitious plan and to the great needs of all our American colleges." To call attention. Where else in radio would Harvard be as sure of getting it as from CBS Radio Network audiences? The programs are not designed to do home- work or income taxes by. The entire net- work schedule, Godfrey to "Gunsmoke," THIS IS NOT RADIO TO DO HOME- WORK BY each program in its own way, requires lis- teners to listen. They expect to give their attention ... or else they don't tune in. That's why Harvard, with its dramatic appeal for funds, came to CBS Radio. Just as the country's leading advertisers do. For the head start that audience-attention gives to sales effectiveness. And for the authority and importance that only attention-getting radio can generate. Significantly, these program qualities work best for the listeners, too. Year after year, the CBS Radio Network schedule gathers the largest audiences in all radio. Audiences in the habit of paying attention. Here is the first essential for selling a product, a service, an idea. E CBS RADIO NETWORK Where you reach 50 per cent more listeners in the average commercial minute radio EXHIBITOR DRESSER-IDECO CO. HOTEL Biltmore ELECTRONIC Biltmore APPLICATIONS, INC. GATES RADIO CO. Biltmore GENERAL ELECTRIC CO. Stafler GENERAL RADIO CO. Statler INDUS. TRANSMITTERS Statler & ANTENNAS KAHN RESEARCH LAB., Statler INC. MAGNE-TRONICS, INC. Biltmore RADIO CORP. OF AMERICA Biltr RAYTHEON MFC. CO. Statler RUST INDUS. CO., INC. Biltmore SCHAFER CUSTOM ENGINEERING STAINLESS, INC. THE STANCIL- HOFFMAN CORP. Statler Statler Biltmore STAND. ELECTRONICS Biltmore DIV. RADIO ENGR. LAB'S., INC. Statler UTILITY TOWER CO. Statler Representatives BLAIR & CO. SUITE COMPANY REPRESENTATIVES Exhibit Rooms 2204-2205 2207 Exhibit Rooms 2105-2106 Ballroom Foyer Space 3 Garden Terrace Room Wilshire Room Space 10 Wilshire Room Space 9 Wilshire Room Space 9A Exhibit Room 2359 Ballroom Space 7 Exhibit Rooms 2226-2227 2228 Los Angeles Room Exhibit Rooms 2212-2214 Wilshire Room Space 12 Exhibit Room 2309 Exhibit Rooms 2202-2203 Wilshire Room Space 3 Los Angeles Room K. H. Bru.st, Dan Byid, J. Roger Haydeii. J. M. Hogan, Georges lies, Orville Pelkey lialiili Auf der Heide P. S. Gates, Larry Cervone, Norbert Jochem, Edward J. Wilder, John R. Price, Tom Wallace, Bob Richards, Paul Gregg, Joe Engle, Bill Neumann, W. F. Brady, Bill Hoyt, Hardin Stratman W. J. Morlock. P. L. Chamberlain, Harold B. Towlson, J. Wall. M. E. Minich, M. Alves. S. J. Eby. M. R. Duncan. R. E. Baker Joseph E. Belciier. Charles A. Cady. William R. Saylor. Wil- liam R. Tliurston Bernard Wise, Fred Gayer, Stanley Friedman, Richard Batey. Robert Jordan Leonard R. Kahn. Kenneiii B. Boothe Thomas L. Clarke, Josepli F. Hards, Roger L. Thaxter T. A. Smith, Dr. G. H. Brown, T. H. Mitchell. E. C. Tracv. H. R. Henken, V. E. Trouant. M. A. Trainer, D. Pratt, E. N. l.uddy, W. B. Varnum, W. H. Lowther, P. Greenmeyer. J. E. Hill. A. M. Miller. E. T. Griffith, P. Bergquist E. Alpert. H. J. Geist. R. A. Keller. C. E. Little. E. J. Rome. J. L. lx)vett. J. J. .Sedik, W. B. Taylor, D. J. Webster, R. G. McLaughlin. I). \. Crawford \^illiam F. I!ii>l. jr.. Donald G. Inman Paul Cj Shafer, Wm. N. Amidon Walter L. Guzewicz, Henry J. Guzewicz, John F. Guzewicz, John Fisher W . \. .Stancil. R. H. Stensby, C. Dexter Haymond William H. Zillger. Allen R. Taylor. William H. Rappolt Chapman Park THE BOLLING CO., INC.' Statler THE BRANHAM CO. HENRY I. CHRISTAL CO., INC. Biltmore Biltmore EVERETT-McKINNEY Town House FORJOE & CO., INC. Biltmore C. E. Nelson, Jerry Nelson, Verle Duval John Blair. Arthur McCoy, Edward P. Shurick, Richard L. Foote, Wells H. Barnett George W. Boiling. Dick Swift, Mort Barrett. Robert Boiling, John D. Stebbens, George W. Boiling, 111, John T. Coy L. S. Greenberg, J. F. Timlin, Geo. Harding, Peter Childs, John Murphy, Jim Lowman, Norman Noyes Henry I. Christal, Irvin Gross, Douglas Ballin, Philbin Flan- agan, Richard Green. Pierre Megroz, Joseph Spadea, Neil Cline, Richard Charlton Max Everett Joseph Bloom, Lawrence Krasner, Charles Haddix, Barney Ochs 50 {Supplement p. 16) THIS IS RADIO MONTH U. S. RADIO • May 1958 WOR-RADiO DELIVERS MORE ADULT LISTENERS PER RATING POINT THAN ANY OTHER NEW YORK STATION In fact, 93.3% of all WOR listeners are adults -the prime sales target in America's #1 market. ^ WOR-RADIO 710 fm 98.7 A Division of RKC!> * PULSE Audience Composition, Winter 1958. U. S. RADIO • May 1958 {Sit j) piemen t p. 17) 51 radio EXHIBITOR HOTEL SUITE COMPANY REPRESENTATIVES CILL-PERNA, INC. Bilfmore Helen Gill. John J.Perna. Jr.. Charles Kemp. Haul T. Mur- ray. Rohert J. Feihl. Richard J. Milelo. Walter Beadell, Irving linger. Roherl Walker. Bamhie Herrington. Daniel W. Bowen. Harry Wheeler, Rogers Parratt, Joseph Keller, Allan S. Young HARRINGTON, RICHTER & PARSONS, INC. Statler John E. Harrington. Jr.. Volney Righter. James 0. Parsons. Jr., John F. Dickinson. Carroll R. Layman, Frank Dougherty THE HEADLEY-REEDCO. SfaHer • Sterling B. Beeson. John H. Wrath. Clark Barnes. Art Astor. Jack Hardingham. Fred Adair. Jim Ingram CEO. P. HOLLINCBERY CO. Statler George P. Hollingbery. Joseph Payne. F. E. Spencer. Jr.. Harry H. Wise. Jr.. George Lindnian. Richard N. Hunter. Fred Hague. Roy Edwards. Jr.. Fritz Snyder H-R REPRESENTATIVES Chapman Park Frank Headley. Frank Pellegrin. Paul Weeks THE MEEKER CO., INC. Statler Robert D. C. Meeker, Edgar B. Filion, Carl F. J. Jewell. Don Pontius JOHN E. PEARSON CO. Town House John Pearson. Russel Walker EDW. PETRY&CO., INC. Biltmore Edward Petry. Edward E. Voynow. Martin L. Nierman. Er- nest Lee Jahncke. Jr.. William B. Maillefert. Garrett E. Hollihan. Paul Kennedy. L. D. Larimer. Carroll R. McKen- na. Dougla> Carruth. George E. Ledell. Jr., Lloyd McGovern RADIO-TV REPRESENTATIVES Biltmore 2102-3 Harry S. Goodman, Peggy Stone PAUL H. RAYMER CO., INC. Biltmore Paul H. Raymer. Fred C. Brokaw. L. Ray Rhodes. J. Milton Seropan. John D. (iaie. Jr.. James C. Rogers RAMBEAU, VANCE, HOPPLE, INC. Biltmore William G. Ramheau. Robert Vance. Jr.. Edwards Hopple. Mary Rudd. Mary Ranibeau. Martin Rokeach SIMMONS ASSOCS. Hollywood Roosevelt David Simmons, Gale Blocki. Jr., Theo B. Hall, James Gates VENARD, RINTOUL & McCONNELL, INC. Statler Lloyd George Venard. James V. McConnell. Howard B. Meyers, Steve Rintoul, Jr.. Clyde Melville. Glenn McEntyre, Bill Marshall WEED & CO. Town House Joseph Weed, Edwin J. Fitzsimmons, David O'Shea ADAM YOUNG, INC. Ambassador 281-2-3-4 Adam Young. Stephen A. Marhrinski. Jr. Networks ABC Biltmore Leonard H. Goldensfjn. James G. Riddell. Rohert H. Hin'k- ley. Earl J. Hudson, John H. Mitchell. Michael J. Foster. Frank Marx. Edward J. DeGray, Harry Woodwi>ie: cka.se: Men. thru Fri. 3:35-4p.m. 4:35-7p.m. X7i> i>ji.^vxe:s , Men. thru Fri. 10:35- 12 Noon 12:15- 2:30 p.m. 3:15-3:30p.m. \ line-up on Detroit's hardest hitting selling team, jnd News around the clock to meet any advertiser's nee for broadcast time. Talent you'll find to be the most potent selling force in the Detroit region. Cost is modest, too. 50,000 WATTS tdOOO ADAM YOUNG, INC., National Rep. GENERAL OFFICES GUARDIAN BLDG , DETROIT RADIO J. E. Campeau, President U. S. RADIO Mav 1958 (Supplement p. 21) 55 56 (Supplement p. 22) U. S. RADIO Mav 1958 Convention Area HOTEL KEY (1) ALEXANDRIA • • • (2) BEVERLY HILTON . • . (3) CLARK • • • (4) COMMODORE • • • (5) MAYFAIR • • • (6) MAYFLOWER • • • (7) SAVOY PLAZA • . • (8) STATLER • • • (9) BILTMORE • • • (10) SHERATON -TOWN HOUSE . 5th & Spring Wilshire & Santa Monica 426 S. Hill 7th at Lucas W^ 7th & Witmer 535 S^ Grand 565 S. Grand 930 Wilshire 515 S. Olive 2961 Wilshire [/. S. RADIO • Mav 1958 THIS IS RADIO MONTH {Supplement p. 23) 57 r How to Get /V^'='- COVERAGE of all Rural markets Smart advertisers and sales promotional people usually call 20% market coverage very merchandisable— 50% coverage fabu- lous—what then would they call keystone coverage . . . unbelievable! But we can prove that coverage— 86% !!! One of the great suc- cess stories in today's advertising is the resurgence of radio advertising at the LOCAL LEVEL . . . BEAMED AND PROGRAMMED AT THE LOCAL MARKET . . . INTERESTING TO AND INTERESTED IN THE CONSUMING PUBLIC IN EVERY HOMETOWN AND RURAL MARKET. Write or phone the Keystone office nearest you. It will be a pleasure to tell you. Send for our new station list CHICAGO NEW YORK LOS ANGELES SAN FRANCISCO 111 W. Washington 527 Madison Ave. 3142 Wilshire Blvd. 57 Post St. STate 2-8900 Eldorado 5-3720 DUnkirk 3-2910 SUtter 1-7440 • TAKE YOUR CHOICE. A handful of stations or the netv^ork ... a minute or a full hour-it's up to you, your needs. • MORE FOR YOUR DOLLAR. No premium cost for individualized programming. Network coverage for less than some "spot" costs. • ONE ORDER DOES THE JOB. All bookkeeping and details are done by Keystone, yet the best time and place are chosen for you. There's just one way to cover . . . one way to really dominate . . . and that's with Keystone Broadcasting System's more than 1,034 locally managed radio stations. Here are the Facts: The 1954 Census of Agriculture, says there are 4,782,004 U.S. farms, 4,068,138 of which the Keystone Network covers on the "local level" or 86% of the nation's total number of farms. In the 14 states having 150,000 farms or over. Keystone covers 88.9% of the aggregate and the farms in these fourteen states constitute 57.1% of the total farms in the country. TMC VOICcXoF MOMtIO«N AND « U O A t A«C«lC 58 {Supplement p. 24) U. S. RADIU May 1958 U. S. RAOiO CONVENTiON SVPPLEMEIVT LOS ANGELES CONVENTION GUIDE hotels Alexandria, 5th & Spring MA 6-7484 Ambassador, 3400 Wilshire -. DU 7-7011 Beverly Hills, 964! Sunset CR 6-2251 Beverly Hilton, Wilshire & Santa Monica CR 4-7777 Biltnnore, 515 S. Olive Ml 101 I Bryson Apt., 270! Wilshire.. DU 9-3141 Carlton, 529 S. Figueroa..... Ml 6571 Cavalier, 10724 Wilshire _ GR 7-8261 Chapnnan Park, 3405 Wilshire DU 4-II8I Chateau Marmont, 822! Sunset HO 9-2911 Clark, 426 S. Hill..... Ml 4121 Commodore, 7th at Lucas . TR 7431 Del Capri, 10587 Wilshire _ GR 8-7791 Embassy, 851 S. Grand TR 0941 Figueroa. 939 S. Figueroa TR 8971 Gaylord, 3355 Wilshire DU 9-4161 Georgian Manor, 614 S. Hauser WE 9-2138 Hayward, 6th & Spring Ml 5151 Hollywood Knickerbocker, 1714 N. Ivar HO 5-3171 Hollywood Plaia, 1637 N. Vine HO 5-1 131 Hollywood Roosevelt, 7000 Hollywood ...HO 9-2442 Hollywood Wilcox, 6500 Selma HO 9-1 161 Lankershim, 7th & Broadway TR 5781 Mayfair, W. 7th & WItmer DU 4-4161 Mayflower. 535 S. Grand .....Ml 1331 Miramar, Wilshire & Ocean EX 4-3731 Normandie, 605 S. Normandie DU 3-1351 Park Wilshire, 2424 Wilshire DU 9-2141 Rosslyn, Ml W. 5th..._ Ml 3311 San Carlos, 507 W. 5th MU 2291 Savoy Plaza, 565 So. Grand _ .....MA 5-I4II Sheraton-Town House, 296 I Wilshire DU 2-7171 Statler, 930 Wilshire..... MA 9-4321 U. S. RADIO Mav 1958 THIS IS RADIO JVIONTH {Supplement p. 25) 59 restaurants. ( LWB = liquor, wine. beer. I Bdlcl face listings indicate Diner Cluh nieml)ership. The following restaurants have been recommended by Gourmet's Guide to Good Eating. L. s. radio thanks Gourmet Magazine for making available, in advance of publication date, their most up-to-date list. AMBASSADOR HOTEL— 3400 Wilshire Blvd. (DU 7-7011). Oix-ii 7 A.M-ll P.M. Lunch $l.r)0-5=:2.75. Dinner !»1.55-$6.50. LWB. •' Becommend this for unitsuaUy fine hotel cuisine, excellent wines." "Canard a I'orange is superb." THE BEEFE.\TER IXN— 170 X. La Cienega Blvd. Beverly Hills (OL 5 8097). Open 11:30 AM— 2 A.M. A la tarte only. Lunch entrees |1.75-$'2.25. Dinner entrees $3.^5. LWB. "Ex- ceptional in a city full of fine restaurants. American and Eiifilisli eiiisini . HOTEL BEL-ATE^— 701 Stone Canyon IM. (CR 2-1211). Opvn 8 AM-11:30 PM. Lunch $2.;iO-$4. Dinner .«3.o0-.«;7. LWB. Far above the average hotel food. Really superior on all counts." "Can't be enthusiastic enough about this hotel dining room." BEVERLY HILLS HOTEL— 0641 Sunset Blvd. (CR (i-22.")l). Open 12 -N 1 A.M. I. mull a la carte onl.v. Dinner entrees .*5.50 SIO. LWB. ••Flauless food and .service. Expensive." "French cuisin( as good as you'll find anywhere." BILTMORE MOTEL- .■)1.") S. Olive St. (Ml 1011). Open 6:30 AM— 12 Midnight. Lunch & dinner $1.65-$o.45. LWB. " Bi si hull I fiiod in town." " }'er.iatile Swiss chefs." BIT OF SWEDEN— !»Or)l Sunset Blvd. (BR 2-2800). Open 12 N-U P.M. Lunch .$1.. 55 $2.25. Dinner $2.45-1=4.15. LWB. "Wonderful Scandinavian cuisine. Smorg/i.tbord a ddight." BOB DALTONS RESTAURANT— 133 N. La Cienega Blvd. (•L:;i's44. ()|..i. 1 1 ::;n .\.M-2 AM. Lunch .!!l.25-$3. Din- ner sl.M.')-»;4.50. LWl! "I'tiasant atmosphere. Excellent llal- ian- American cookiry." BUBLICHKI— 8846 Sunset Blvd. (OL 2-5529). Open 6 I'.M- 2 .\.M. Closed Tues. Dinner $2. 50-$5. LWB. "Very popular for iiinn(r and late coclrtaiLs. Interesting atmosphere, good Bussian specialties and drinks. ' ' CAFE DE PARIS— 7038 Sunset Blvd. (HO 4-9812). Open 5 P.M 2 AM. Closed Tues. Table d'hote only. Dinner .«2.25- 5=4.25. LWB. "French cuisine. Belaxed, congenial atmos- phere. Piano and accordion music continuously. THE CAPTAIN'S TABLE— 301 S. La Cienega Blvd. (OL 5 7555 1. ()i)en 5 PM-2 AM. Dinner 62.95-$4.25. LWB. "Grand all around. Some of the most palatable sea food I have lasted. Can particularly recommend the cioppino." CHASEX'S 9093 Beverly Blvd. (CR 1 268». Open 6 PM— 1 .\M. Closed Mon. Dinner a la carte only. LWB. "Always crnirilid mid gnu. Food that defies description." CHIANTI RESTAURANT— 7383 Melrose Ave. (WE 6-9767). Open 5 P.M-11 PM. Closed Mon. .\ la carte only. Dinner entrees $2-S5. LWB. " Antipa.^to that can't be brat. A gniirmrt's delight a la Italienne." COCK -N BULL— 9170 Sunset Blvd. (CR 6-7814). Open 11:.30 AM-2 ANL Table d'hote only. Lunch $1.50-$2. Dinner .•?4.75. LWB. " Engli.sh specialties, all you can eat, .served buffet style. Try a Moscow mule it originated h're." "Incom- jKirohli roa.-:! btef, also Yorkshire pudding and kidney pie." THE CORSICAN— 1312 X. La Brea (HO 2-9736). Open 5 PM-1 1:30 PM. Closed Mon. Dinner $2.50-$5. LWB. "De- pendable and not overly expensive." "Fine French r s'au- rant. ' ' THE DALES REST AURAXT— 3401 Wilshire Blvd. Open 11:30 AM-2 AM. Closed Sun. A la carte only. Lunch and dinner entrees $2.75-.$5.50. LWB. "First Thursday of each month is International Night ; menus from leading European restaurants are duplicated." "Intimate atmosphere, excep- tiotial food ultoir iinniiir srrvice." DON THE BEACHCOMBER— 1727 X. McCadden I'l. (HO 9-3968J. Open 5 PM-1 AM. A la carte only. Dinner entrees $4.50 — S5. LWB. "Fascinating South Sea-s decor. Canton' s" and Mandarin cooking so good it's beyond description. Fa- mous for rum drinks." "The best almond duck I ever tasted." "Dinner is always a happy and memorable experi- ence." "Mysterious tropical drinks." FARMER JOHX'S— 630 X. Sepulveda Blvd. Open 12 X-9 PM. Closed Mon. Lunch .$1.35-81.75. Dinner $2.55-$3.50. B. "A pleasant place for family dining." GOURMET BEVERLY RESTAURANT— 460 X. Canon Drive. (CR 6-2847). Open 11 A. M-2 AM. Sun. 4 PM-2 AM. Lunch §l-$2.50. Dinner $1.95 $4.50. LWB. "American with a Fnneli fiaror. Viry good." HAR OMAR RESTAURANT— 8795 Sunset Blvd. (OL 5-8970) Open 5 PM-2 AM. Dinner $2.50-$4.50. LWB. "One of the best Armenian restaurants in L.A. Stuffed grape leaves, shi.sh kebab, chicken tchakobeUi, etc." HIDEAWAY SUPPER CLUB— 5775 W. Adinns Blvd. (WE (6-4501). Open 10 AM-2 AM. Closed Mon. Lunch $1.10- $3.25. Dinner $1.75-$9.75. LWB. "Specialty — best steaks in thr Wrst! Oltl IVrsI atmosphere." IMPERIAL GARDENS— 2610 Wilshire Blvd. (OL 6-1750). DiniLer about j=3.50. LWB. " Very fine Japanese restaurant." JOHXXV WILSOX'S READY' ROOM— 365 X. La Cienega Blvd. Open 11:30 AM-2 AM. Sat. & Sun. 5 P.M-2 AM. Buffet lunch $1.85. Dinner $2.95-.$3.95. LWB. "Give this place an unconditional recommendation. It's terrific." "A'o specialties here becau.se iverythiiig is special. Boast prime rihs of beef, steaks, chicken, sea food, salad — everything." KOWLOON— 6124 W. Pico Blvd. (OL 3-3385). Open 12 X- 1 A.M. Lunch 95c $1.75. Dinner $1.65-$4. LWB. "Oriental food outstanding for variety and succuleiice. Beasonable." RESTAURANT LA RUE— 8631 Sun.set Blvd. (OL 5-6356). OpiM ."):4.'i I'M ll' .Midnij^lit. Closed Mon. Dinner a la carte only. LWB. " Kxc< ptional Frencli and Italian cuisine. Among the outstanding restaurants in this country." LAWRV'S THE PRI.ME RIB— .55 X. La Cienega Blvd. (OL 2-2827). Ojien 4 P.M-10:30 PM. A la carte only. Dinner entrees $3.75. LWB. "Justly famous for its roast prim< ribs of beef roasted in rock salt, wheeled to your table and served from a hot cart. Spinning salad bowl loith Laivry's spi cial dressing — delicious. ' ' THE LUAU^21 .X. Rodeo Drive. (CR 4-7077). Open 12 X- 2 .\M. .\ la carte only. Lunch entrees $1.95 $2.25. Dinner (iilri'-es >4.5(l $8. LWB. " Mo.st enjoyable Polynesian food and (it)iio.siihi ri . liathir expensive." LUCEY'S RESTAURANT— 5444 .Melrose Ave. (IK) 9-5166). Op.M 12 X 12 Midnight. Closed Sat. & Sun. Lunch $1.95 .•J2.75.' Dinner $3.75 .•J5. 50. LWB. "Fine Italian food and service. ' ' MARATHOX CAEK— 130 E. 4th St. Open II AM-10:30 P^I. Lunch sL25 .$3. Dinner $1.25$3. LWB. "In Skid Bow. Xo dt eorator's dream, but excellent authentic Greek cuisine." McHEXRV'S THE TAIL OF THE COCK — 477 S. La Cienega Blvd. (BR 2-2214). Open 11:30 AM-2 AM. Lunch $1.85- $2.25. Dinner $3. $5. 25. LWB. " Beservations arc a good idea in this very popular, very fine continental restaurant ." ' ' Elegant and excellent. ' ' MUSSO & FRAXK GRILI^-6667 Hollywood Blvd. (HO 7-7788). Open 7 AM-11 P.M. Closed Sun. A la carte only. Lunch entrees $1.50-.«2. Dinner entrees .$2.50 $3.50. LWB. "One of the olil'st and best n slaiiraiits in the Hollywood section. ' ' NAPLES RESTAURANT— 1508 X. Gower St. (HO 2-3213). OlMii 12 .\'-2 I'.M. A la carte only. Lunch entrees from $1.60. LWB. "Best Italian food in California." "An Italian restaurant where the sea food is unsurpassed. Try the ytdini liii lohsli r.s. ' ' NICKODELL RESTAURANTS .-..^o? 11 Melrose Ave. & 1600 X. Argyle (HO 7-3557, HO 9 2181). Open 10 AM-2 AM. Lunch -•jl. 25 $2.75. Dinner $1.45-.*3.75. LWB. "Good Amer- ican i-oiil.iiifi. Ill asonabli ." THE OYSTER HOUSE— 666 X. La Cienega Blvd. (OL 2- 2900). Open 5 I'.M-2 AM. Dinner $2.50-$4.50. LWB. "Lovely decor a la Sew Orleans — iron grillwork, etc. Marvelous .sea food. Eastern lobster, .shellfi.sh, pompano." PAUL'S DUCK PRESS — 2353 E. Olympic Blvd. (MA 9-8336). Open 11 AM-2 AM. Closed Sun. X la carte only. Dinner $3.75 85. LW'B. "Game prepared with American, Italian, or Fn rich rieiprs. as you plea.se." THE PICCADILLY— 848 X. La Cienega Blvd. (OL 5-7068). Open 5:3(1 PM-12 Midnight. Dinner about .$5. LWB. "Won- derful Italian food. Try the grenadine of beef." PIKRRE'S COXTIXEXTAL RESTAURANT — 2319 West- wood Blvd. Open 11 AM-9 PM ; Sat. & Sun. 4 PM-9:30 PM. Closed Mon. Lunch 81.15-81.40. Dinner $2.50-$3. 60 {Supplement p. 26) THIS IS R.\DIO_ MONTH U. S. RADIO • May 1958 Hitch YOUR Wagon to -^^^ and Watch Your Sales ^ / VITAL Stations „ 2 Important Markets Serving over 3 MiHio" People 7 No. A Vital Force in Selling Today's OMAHA CAec^ the RATING of your/Choice your STAR STATION is a MUST BUy Station I FIRST and Getting FIRSTER all the time KMYR No. A Vital Force in Selling Today's DENVER i "I tk %\m stations IF RESULTS ARE A MUST, SO ARE THE STAR STATIONS DON W. BURDEN — ?te%\dQn\ KOIL — Omaha NATIONAL REPRESENTATIVE AVERY-KNODEL KMYR — Denver REPRESENTED NATIONALLY BY ADAM YOUNG, INC. KWIK — Pocatello NATIONAL REPRESENTATIVE AVERY-KNODEL U. S. RADIO • Ma\ 1958 (Snpplcinenl p. 27) 61 LL restaurants (cont'd) THE PLYMOUTH HOUSE— 9039 Sunset Blvd. (CR 4-2055). Open 11:30 AM-2 PM. Closed Sun. Lunch $1.25-$1. 75. Din- ner $3-$-1.90. LWB. -'Excellent continental cuisine. At-, tractive. ' ' THE RAFFLES— 4310 Degnan Blvd. (AX 4-9281). Open 11 AM-2 AM. Lunch .$1.10-$1.65. Dinner $1.95-$4. LWB. "Charcoal-iroiled lamp chops my favorite. Unnsually good salad with roquefort-sour cream dressing." RICHLOR'S — 134 X. La Cicncga Blvd. (OL 2-1314). Open 11:30 AM-10:30 PM. A la carte only. Lunch entrees 95c- $1.85. Dinner entres $2.15-#3.50. LWB. "A sea food bar to top all. And what they do to a sizsling planked hamburger is wondf rfnl." ROBAIRE'S FRENCH RESTAURANT — 348 S. La Brea. (WE C-9262). Open 5 PM-2 AM. Closed Mon. A la carte only. Dinner entrees $1.75-$4.75. LWB. "For a delicious French meal in a really continental atmosphere, this is the place. ' ' BOMANOFF'S--140 8. Rodeo Drive (CR 6-0241). Open 12 X-12 MiiliiiKht. Expensive a la carte. LWB. "Best stuffed cabbage ever ta-ited. Elegrant atmosphere." SCANDIA— 9040 Sunset Blvd. (BR 2-3959). Open 12 N- 2 AM. Closed Mon. A la carte only. Dinner entrees $2.25- S5. LWB. " Xoted for Scandinavian food; however, excel- lent French chef icill prepare anything." "The great- est!" "Quiet, pleasant, European setting. Superior food." "Best in L.A." THE SECRET HARBOR RESTAURANT — 3357 Wilshire Blvd. (DU 2-7311). Open 11:30 AM-2 AM. Closed Sun. A la carte only. Lunch and dinner entrees $2.75-$5.50. LWB. "Above average for continental cuisine. Quiet and intimate. " SPORTSMEN'S LODGE— 12833 Ventura Blvd. (ST 7-0881). Open 5 PM-2 AM. Dinner $2.50 $4.75. LWB. "Fine con- tinental cuisine. Or you may catch your own trout and have it prepared and served here." STEAK'S— 116 X. La Cienega Blvd. (OL 5-8686). Open 5 PM-12 Midnight. A la carte only. Dinner entrees $2.75- $4.75. LWB. "American cuisine. Excellent steaks and chops. " TAM O'SHANTEB INN— 2980 Los Feliz Blvd. (NO 4-0228). Open 11:30 AM-12 Midnight. A la carte only. Lunch en- trees 75c .* 1.50. Dinner entrees $1.25-$2.75. LWB. "High qualily and fine service. American food." VILLA NOVA— 9015 Sunset Blvd. (CR 5-9431). Open 5 PM- 2 AM. Dinner $2.75-$4.75. LWB. "A tremendous and va- ried Italian menu. MoszareUa appetizer is a rare treat." VILLA FRASCATI— 8117 Sunset Blvd. (OL 6-2727). Open 12 N-2 AM; Sat. & Sun. 4 PM-2 AM. Lunch $l-$2. Din- ner $2.50-$4.75. LWB. "Always an excellent meal. Choice of French or American specialties. Don't be surprised to see your' favorite movie star .litting at a nearby table." THE WILD GOOSE— 13302 Ventura Blvd. (ST 7-6381). Open 11:30 AM-2 AM. Lunch $2-$3. Dinner $3.50-$6. LWB. ".ill food except the roa.its is cooked to order. Deliciously r(>nlin( ntol. ' ' WILLARD'S— 9625 W. Pico Blvd. (CR 6-3766). Open 4 PM- 12 Midnight. Table d'hote only. Dinner $2$3.25. LWB. "Best southern fried chicken in southern California." THE WINDSOR RESTAURANT— 3198 W. 7th (SU 2-1261). Open 11:30 AM-2 AM. A la carte only. Lunch & dinner entrees $2.75-$5.50. LWB. "A cozy spot with excellent con- tinental food and service." "A prix fixe luncheon with sev- eral courses from carts brouglit to your table for your se- lection. ' ' theatres CABARET CONCERTHEATRE HO "III l,t;igiic Witli I \ ,\ " >:40 nightly except Sundi Monday. CIRCLE THEATRE, 800 N. EI Centro IK) "TonKirrou 's Children" — 8:30 Saturdays ami Suiid CIVIC PLAYHOUSE, 755 N. LaCienega OL "Pa.jaina Tops" — 8:30 nightly cx(i'i)t Monday. Sa —8:30 and 10.45. GALLERY THEATRE, 8351 Santa Monica OL "Inherit the Wind" — 8:30 nightly except Monday, day— 8:30 and 10:30. HORSESHOE STAGE, 7458 Melrose WE "A Very Special Baby"— 8:30 Thursday, Friday, day, and Sundav. 3-5554 ay and .1 75(10 ays. 5-8882 turday 4-0456 Satur- 9-2196 Satur- HUNTINGTON HARFORD, 1615 N. Vine HO 2-6666 "runnel (if l,(i\i"- s::{(i nightly except Sunday. Wcdnes- il;i.\- .-mil Sntuidny matinees at 2:30. PASADENA PLAYHOUSE, Pasadena RY 1-6418 "TcMlKiuse (if the .Vngust Moon" — 8;30 nightly except Mdnday. PHILHARMONIC AUDITORIUM, 427 W. 5th Ml 8464 "The King and I." PLAYERS RING, 8351 Santa Monica OL 4-9192 "A \i(\\ from the Bridge" — 8:30 nightly except Mon- day. S.itiirday 8:30 and 10:30. THEATRE MART, 600 N. Vermont NO 2-1121 ••rhc Wayward Way"— 8:30 Thursday, Friday and Sat- urday. transportation AIR Los Angeles International Airport: 5800 Avion, ORchard 7-6171. Lockheed Air Terminal: 2627 North Hollywood Way, Burbank. Charleston 0-5231. RAIL Los Angeles Union Passenger Terminal (Terminal of all rail lines) : 800 North Alameda. MAdison 5-7171. BUS Continental Santa Fe Railways: 60] South Main. TRinity 34C3 Greyhound Bus Lines: Sixth and Los Angeles, TRinity 9781. LOCAL Gray Line Tours: 1207 West 3rd, MUtual 3111, for sight-seeing, Los Angeles Transit Lines: 1060 South Broadway, Richmond 9-721 1 , for local transportation. Metropolitan Coach Lines: 610 South Main, TRinity 7731, for interurban transportation. 62 (Supplement p. 28) THIS IS RADIO MONTH U. S. RADIO • May 1958 The creativity of self-disci- plined professionals who con- sider the open microphone a constant challenge. . . who regard the old ways as not necessarily the best ways. . . . . . creativity which in each of these 4 markets turns more listeners to the Storz Station than to any other. MINNEAPOLIS-ST. PAUL . . . WDCY is first . all-dav aver- age. Pr. 31) 65 station representatives Alaska Radio-TV Sales Corp., 1901 W, 8rh, LA DU 8 American Radio TV Station Reps., 140 N. Robertson. BH_„ OL 2 AM Radio Sales Co., 5939 Sunset, LA HO 5 Avery-Knodel, Inc., 3325 Wilshire, LA DU 5 William A. Ayres Co., 5880 Hollywood, H HO 2 Charles Bernard Co., 1050 Montecito, LA CA 5 HII F. Best Co., I I I N. LaCienega, BH _ OL 5 Walter Biddick Co., 1046 S. Olive, LA Rl 9 John Blair & Co., 3460 Wilshire. LA ..DU 7 The Boiling Company, Inc.. 204 S. Beverly. BH BR 2 The Branham Company, 6399 Wilshire, LA..... _ . WE I Breen & Ward, o33l Hollywood. LA HO 3 Broadcast Time Sales, 1540 N. Highland. LA HO 5 Burke-Stuart Co., Inc., 6606 Selma. H HO 3 Burn-Smith Company, Inc., 672 S. Lafayette, LA DU 2 CBS Radio Spot Sales, 6121 Sunset, H HO 9 HO 3 HO 3- CR 5- Scott Church & Co.. 6331 Hollywood, H College Radio Corp., 6606 Selma. LA .. Donald Cooke, Inc., Ill N. LaCienega, BH Crosley Broadcasting Sales Offices, Sunset & Vine, H HO 9 Devney, Inc., 612 S. Serrano LA Bob Dore Assocs., 5880 Hollywood. H Everett-McKinney, Inc., I I I N. LaCienega, BH Forjoe & Co., inc., 451 N. LaCienega, LA Gill-Perna, Inc., 730 Western, LA W. S. Grant. Inc., 6606 Selma. H Irene Griffith, 1341 N. Cahuenga. H Headley-Reed Co., Hollywood at Vine. H. George P. Hollingbery Co., 3325 Wilshire, LA Hal Holman Co., 6381 Hollywood. LA George T. Hopewell, Inc., I I I N. LaCienega. BH .. H-R Representatives, Inc., Equitable BIdg.. H Indie Sales, Inc., I I I N. LaCienega, BH Intercontinental Services, Ltd.. 6331 Hollywood. LA DU HO 2 OL 2 OL 5 DU 7 HO 3 HI HO 4 DU 5 HO 2 OL 5 HO 2 OL 5 HO 2 -4151 -8474 -0695 -6394 -I 133 -3526 -8326 -8800 -1333 -0544 -1551 -7178 -1755 -7194 -3200 -1212 -7178 7194 2022 6161 7352 1133 1313 7755 4388 7194 3912 7738 2071 2351 8326 6453 8326 -2289 The Katz Agency, Inc., 3325 Wilshire, LA Frank King & Co., 3780 W. 6th, LA. Major Market Representatives, 1441 N. McCadden, H Jack Masia & Co., Inc., INN. LaCienega. BH McGavren-Quinn Co., 1741 Ivar, LA _ Joseph Hershey McGillvra, Inc., 612 S. Serrano, LA The Meeker Company, Inc., 6381 Hollywood, LA Tracy Moore & Assocs., 6381 Hollywood, LA NBC Spot Sales, S.nset & Vine, LA - National Time Sales, 672 S. Lafayette Park, LA Harlan G. Oakes & Assocs., 672 S. Lafayette Park, LA.... Lee F. O'Connell Co., I II N. LaCienega, BH O'Connell-Palmer Company, I I I N. LaCienega, BH Richard O'Connell, Inc., 6381 Hollywood. LA Pacific Northwest Broadcasters, 6381 Hollywood, LA Pan-American Broadcasting Co., 672 S. Lafayette, LA. John E. Pearson Co., 3242 W, 8th. LA „.._ _. John H. Perry Assocs., 5880 Hollywood, H _ Peters, Griffin, Woodward, Inc., 1750 N. Vine, H _.. Edward Petry & Co., Inc., 530 W. 6th. LA.. Radio-TV Representatives, Inc., M I N. LaCienega. BH Rambeau, Vance, Hopple, Inc., 1350 N. Highland, LA. Paul H. Raymer Co., Inc., 1680 Vine, H _ Duncan Scott & Co., 1901 W. 8th. LA Sears & Ayer, Inc., 1741 Ivar, LA Stars National, Inc., 6381 Hollywood, LA Tele-Broadcasters, Inc., 758 E. CcJorado. LA Venard, Rintoul & McConnell, Inc., 1901 W. 8th, LA The Walker Representation Co., Inc., 672 S. Lafayette LA . . Grant Webb & Co., 8622 Wilshire. BH Weed Radio Corp., 6331 Hollywood. H..._ Adam Young, Inc., 6331 Hollywood. LA DU DU HO OL HO DU HO HO TH DU DU OL OL HO HO DU DU HO HO TU OL 5 HO HO DU HO HO RY DU 8 6284 6213 9981 1313 2856 7352 2351 2351 7000 3200 3200 1313 1313 2351 2351 3200 5084 1133 1688 3171 -7597 6017 -2376 4151 -2856 -2351 7148 4151 Young Representatives, Inc., 6331 Hollywood, LA. DU 2-3200 OL 5-8998 HO 2-6676 HO 2-2289 HO 2-2289 HISTORY OF NAB CONVENTIONS .MON. \K. Oct. 1923 Sept. 1924 . Sept. 192.S Sept. 1926 Sept. 1927 Oct. 1928 Nov. 1929 _ IMov. 1930 Oct. 1931 Nov. 1932 CITY .New York „New York New York New York -New York Washington ..West Baden. Ind. Cleveland Detroit -St. Louis Oct. 1933 White Sulphur Springs Sept. 1934 Cincinnati .Inly 193.5 Colorado Springs MON. ^K. July 1936 June 1937 Feb. 1938 July 1939 _ Aug. 1940 May 1941 May 1942 April 1943 Aug. 1944. NAB Conference Jan. 1945, NAB Oct. 1946 .. CITY Chicago Chicago Washington Atlantic City San Francisco St. Louis Cleveland Chicago Executive War - Chicago War Conference Los Angeles Chicago MON. — YR. CITY Sept. 1947 -Atlantic City May 1948 Los Angeles April 1949 Chicago April 1950 - - Chicago April 1951 Chicago March 1952 _ Chicago A|)ril 1953 Los Angeles May 1954 Chicago May 1955 -...Washington .April 1956 Chicago April 1957 Chicago April 1958 Los Angeles l!l|||ll|llllll!!llllllllllllllllllli|lllllll!|ll|llllllllllli{||l!llll!lllllllllllllllll|ll|||||||||||| llllllllll U. S. RADIO . . see you in SUITE 2133 iiiiiiiiiiiiiiiliiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiillllil iiiiiiiiiiliiiiiiiiiiiiiiliiilllillllilliiiliiiiiiiiiiiiiilillliliiiiiiiiiiiiiliiiillllll •66 {Supplement p. 32) THIS IS RADIO MONTH U. S. RADIO • -Mav 1958 Never before in the history of St. Louis has a radio station scored such solid audience gains in such httle time. Sell St. Louis with the ""^hottest" station in the Midwest St. Louis, Mo, JOHN F. BOX, JR., Executive Vice-President St. Louis fell in love vt/ith Wonderful WIL Radio's bright, happy personalities . . . enjoyable music . . . complete news , . . 24-hours a day. WIL, now in its 37th-year, was reborn in 1958, when it became a Balaban Station. The result: Instantaneous Combustion. Yes, wonderful WIL is setting this great midwestern market on fire! So, get hot with WIL radio. Add Motion to Promotion! For instantaneous action, call John Box or your Adam Young man. Sold Nationally by ADAM YOUNG, INC. One of the Balaban Stations ... in tempo with the times Ccr.rniht iL the ^ £ < 3 true iTJ measure of\^ Mi success m in the Philadelphia , market A WCAU RADIO lis , i» , IR lar, DOMINATES 1ST IN NIELSEN* 1ST IN PULSE** 1ST IN CUMULATIVE PULSE reaching 941,400 different families or 79.6% of all Philadelphia Metropolitan homes every week!*** It means in terms of buying power that \^ CAL RADIO families make up a $345,000,000 to §2,344,000,000 RICHER MARKET annually than that reached hy the other 5 Philadelphia stations! **•• '■vVr'^'Mito'^"' 'iW hlililil iliiihiilililililinhuhli tt \ou Wl buy responsiveness when you uy WCAU RADIO Represented nationally by CBS Radio Spot Sales ' Nielsen, Feb.— March '58 • Pulse of Philadelphia. Jan. — Feb. 1958 * Cumulative Pulse. Dec. 1957 ' Sales Management, May 10 — 1957 Buying Income per Family hometown USA • Local Promotion • Commercial Clinic • Station Log • Radio Registers ^X^' stations Go After Local Advertisers And Get Results Survey shows more salesmen on payrolls. Business is being created through promotions Stations across the nation are hunting — and finding — ef- fective ways to develop ra- dio's sales potential on the local level. In many cases they are em- jjloying more salesmen and are com- ing up ^\•ith ingenious promotions designed to sell the station to adver- tisers in their own hometowns. Sales staffs are larger now than in the last several years, according to Radio Advertising Bureau. It pre- dicts that by 1960 the average radio station will have five to five-and-a- half salesmen and by 1965 the aver- age outlet will employ 10 salesmen. Present statistics show that in mar- kets over 500,000 the median number of salesmen for a station is five, while the number can range from one-and- a-half to 10. In markets of 100,000 to 500,000 the median is three, the range three to six. In areas under 100,000, the median is again three, but the range drops from one-and-a- half to five, according to the RAB survey. These sales staff increases should help to offset the main fault in sta- tion selling approaches, states Jack Hardesty, vice president of RAB. He believes radio errs in confining itself to soliciting its own portion of the advertising dollar, instead of going after a larger share of the total. Attention to the local advertising picture has intensified markedly dur- ing the last couple of years. R.-\B, for one, has been after station execu- tives to increase sales personnel to keep pace with the postwar impor- tance of local billings as a major U. S. RADIO May 1958 (i!) iL HOMETOWN U.S. A. factor in overall revenue volume. When radio decentralized in the postwar years and stations increased four-and-a-half times over the pre- war era, they often lagged behind in expanding their sales structures to accommodate radio's changing char- acter. In addition to the recent upswing in hiring selling talent, stations arc creating myriads of soinul ideas to bring in local i)usiness, directiv or indirectly. For example, a c()nil)itiati()u of psychology and flattery is being turned successfully by WIRL Peoria, 111., into a climbing sales curve. The station has programmed a series of "Mystery Voice" contests — the voices Ijeing those of local businessmen who do not ulili/e radio advertising. The station first persuades these mer- chants to lend themselves to the con- test, then the townspeople try and identify the voices to win prizes. After interest builds up, the whole town begins discussing the current mystery man. When someone finally guesses who he is, the new cclebritv's phone starts ringing with congratula- tions and comments, WIRL says. The merchant is thus shown person- ally the value radio possesses and very often ends up by buying time, the station says. 'Blue Monday' Another midwestern station sold an idea to a single appliance dealer that was so attractive it guaranteed WIXG Dayton, O., 16 sold-out broadcasting days last year. WING arranged that the dealer buy any un- sold time on the station each Mon- day that it rained. The commercial pitch was that "blue Monday" would not be blue for the housewife if she owned a clothes dryer. She then would not care whether it rained on Avashday, according to the station. The appliance company liked the idea so well that it committed itself in advance, not knowing how much it would be billed for, nor how often — a significant selling achievement. In Allentown, Pa., station WSAN got the Allied Van Co., movers, to '( \atiufral [ at Otfemi/p CSA/TKAL nOHWA'S MX! fVlFlHelD MVK Sewir^ Machine; St ATLAS BOOTH Volkswagen and Pete Viking explore space together on top of 40-foot tower in pronnotion for WKIS Orlando, Fla. Station's mobile unit and d.j. spent one week broadcasting here during Central Florida Fair Week. increase its weekly spots from five to 25 within a year's time by promoting a copy idea. Whenever a family moved in the area using Allied, the firm announced the change of ad- dress over the air. This proved po]> ular with both private individuals and commercial firms, who did not want to bother sending out notices, with Allied soon promising to plug everyone that moved with them. By the end of the year they increased their original buy five times to ac- commodate their new business, WSAN states. In Orlando, Fla., station WKIS sold out for an entire week as the re- sult of a single promotion involving the "Kis Spaceman." During Central Florida Fair Week, both the station's mobile unit and its star announcer, Pete Viking, lived on top of a 40-foot lower which was erected on the fair grounds. The station's Volkswagen and Mr. Viking were hoisted to the summit Ijy a crane and 150,000 fair visitors paused to watch the spectacle throughout the week. Billboard space was sold on the tower in a package deal combined with air time. Mr. Viking originated seven-and-a-half hours of l)roadcasting a day from his lofty ])erch. Newspaper jniblirity for WKIS was used and paid for by the participating sponsors. At the end of the week the station dropped $10,000 in cash and gift certificates from the top of the tower according to W. H. Forsythe Jr., the station's commercial manager. • • • 70 U. S. RADIO May 1958 «^ HOMETOWN U.S.A. commercial clinic Nucoa Sells Consumer Through Subliminal Sound: Commercial Within a Commercial One oi the latest additions to radio's bag full of commercial techniques was conjured up recently by a west coast agency — a variation on the new theme, subliminal sound. This deliberate appeal to the sub- conscious has just been introduced by Nucoa Margarine, division of the Best Foods Inc., New York. The one- minute spots, now being aired dur- ing the daytime hours over 75 radio stations in 32 markets, were created by Glen Hurlburt, musical director for Guild, Bascom & Bonfigli Inc., San Francisco, agency for the prod- uct. Musical Reminder The Nucoa commercial, a jingle, sounds to the conscious ear like a normal music-and-words sales mes- sage. The subliminal sell, according to Henry Buccello, account executive in the agency's New York office, lies not in the vohune of the commercial, but in a "repeated reminder that is woven into the musical fabric of the regular sales message." The account executive does not be- lieve the same hue and cry will be raised over subliminal sound as has been raised about subliminal sight commercials— those appealing to the subconsf ions through tlie eye. "Sight subliminals intrude upon a movie or iv program without the viewer be- ing aware that he is being sold," Mr. Buccello ])oints out. "In our use of subliminal sound the listener is already hearing a connnercial. We are just adding a new ingredient to the regular, selling recipe." Mr. Buccello states that the agency does not yet have any information available on the residts of the new technique in selling Nucoa. The agency has been discussing, he says, conducting a test in two similar mar- kets where the commercial will be aired in one with the siU^liminal por- tion, and in the other without it. "That way we would be able to com- pare sales in both markets to get an idea of what effect, if any, subliminal sell has on sales," Mr. Buccello ex- plains. GB&B's Mr. Hurlburt describes his development of the technique this way: "The fact that I have been blind throughout my adult life may have given me more real respect for the value of sound. It is more likely, though, that SO years as a working nnisi( ian have made me aware of the Glen Hurlburt, GB&B music dir. phenomenon that the ear is frequent- ly quicker than the eye. "I have used the technique of di- version so long employed by magi- cians, and adapted it to the commer- cial," Mr. Hurlburt explains. "The conscious ear is engrossed in the ob- vious, while the subconscious is aware of the secondary musical line." Mr. Hurlburt believes Nucoa is the first company to employ this tech- nique deliberately, but says that other firms, notably Pepsi-Cola and Pepsodent, have used subliminal sound accidentally. "For example, in the original Pepsi-Cola jingle the repetitive use of the word, 'trickle,' though not being pertinent to the sales message, is certainly a reminder of thirst. "More recently," Mr. Hurlburt continues, "in the Pepsodent song, the production techniques leave a lis- tener with a distinct impression that only a refreshing, pleasant result can occur from the use of the product." Mr. Hurll)urt will not reveal Nucoa's siiljliminal message because it would then lose its sidxonscious appeal, he feels. "Diversion is not, however, the only technique that can.be employed in this type of thing," ^he composer declares. "As in visual projection, secondary persuasion can be achieved by means of intensity of imagery." Mr. Hurlburt and David Bascom, board chairman of the agency who wrote the words, are reported ready to collaborate on future subliminal sounds. • • • U. S. RADIO May lOr.S 71 HOMETOWN U.S.A. Station log Stations Talk Up Healthy Aspects of Business Economy Slatioiis throughout ihc nation have started campaigns to jjoint up the positive aspects ol the economy, on the theory that much of the recent downturn in business has been caused by pessimistic talk. A "belhinger" campaign is under way on WLOL Minneapolis-St. Paid, Minn., "to counteract all ot the gloomy business talk." Businessmen throughout the area have l)een asked to submit examples ol increased sales, production and employment, expansion of facilities and new open- ings. Items such VRENCE >A/ELK LIBRARY 5. STANDARD'S "STANDARDS" STANDARD RADIO TRANSCRIPTION SERVICES. INC CHICAGO: 360 N Michigan Ave KFAL RADIO FULTON, MISSOURI Prime radio service to four principal cities of Central Missouri. • FULTON • MEXICO • COLUMBIA • JEFFERSON CITY Potato chips, soup, soap, lingerie and beep — just a tiny sample of the hundreds of things that are suggested to KFAL listeners daily by our more than 150 advertisers in nearly as many lines of business; not to men- lion services that remind folks of things to do, and where to get them done. Thousands of listeners write to us every year — unsolicited letters com- mend KFAL PROGRAMS and PER- SONALITIES, thank us for bringing them "news" about where to buy the things they desire. Are you represented on KFAL today? Contact — INDIE SALES, INC. or report from Canada w 1400 KFAL RADIO Tel: Fulton, Missouri 900 Kilocycles 1000 Watts May Is a Big Month For Radio in Canada: Radio Week, Convention May will be one of the busiest months of the year for the Canadian broadcast- ing industry, with two major events on the agenda. Many radio broadcasters and set manufacturers throughout the Domin- ion arc expected to participate in Can- ada's second annual radio week, May 4 to 10, before leaving for Montreal to attend the annual meeting of the Cana- dian Association of Radio-Television Broadcasters, May 11 to 14. .'\dvance information about the con- vention's agenda comes from T. J. Al- lard, executive vice president of CARTB, who states that he expects ap- proximately 350 broadcasters and manu- facturers to attend. One of the most im- portant issues to be aired at the meeting, he says, is the proposed creation of a regulatory board to control both the Canadian Broadcasting Corp. and pri- vate broadcasting operations. Separate Body Before his re-election on March 31, Prime Minister John Diefenbaker prom- ised in a campaign address to set up such a separate regulatory body in place of the present system, which calls for the board of governors of the CBC to con- trol all Canadian broadcasting. According to Mr. Allard, "The situa- tion that now exists in Canada would be comparable in the U. S. if there were only one American network, government owned, which was also invested with the powers of the FCC over both the single network and the private broad- casters." Also on the convention agenda is a discussion of formats for nighttime radio programming and a radio workshop to be held during the afternoon of Mon- day, May 12. Mr. Allard says that any- one is welcome, without charge, to at- tend both the morning and afternoon sessions that day in the Queen Elizabetii Hotel. Many advertisers and agency representatives are expected. On May 11, 13 and 14, the meetings will be open to members only and will deal with ok! business. CARTB Membership CARTB's membership consists of 147 radio broadcasters, 33 television broad- casters and 57 associate members, mostly set manufacturers. CARTB and Canada's entire radio in- dustry are tooling up for Canadian ra- dio week which, according to Charles Fenton, sales director for CARTB's Broadcast Advertising Bureau, will be primarily directed toward the few mil- lion Canadian homes that own only one radio. There are 2.8 million Canadian homes without a second set and 150,000 with no set at all, BAB states. To remedy these situations, BAB is designing a campaign to underline how radios are being styled for use in specific rooms — for example, the mantel radio for the kitchen, the automatic clock radio for the bedroom, the console for the living room. A station promotion kit has been mailed to all stations containing sam- ples of promotion and display materials, idea books, facts on radio, two 20-min- ute speeches and commercial announce- ments. Among the latter are 10 drama- tized announcements and several celeb- rity promotion spots by top sports stars. Also in connection with radio week, the Radio-Electronics-Television Manu- facturers Association of Canada will provide 300 free radios for distribution by the CARTB to member stations for prizes in contest promotions. The motto for the week is, "Be in the know — buy another radio — and listen." • • • 80 U. S. RADIO May 1958 UmIoI^ A1A^. . . ALL-CANADA RADIO and TELEVISION LIMITED -^^ representing 30 Radio and 19 Television Stations in Canada Distributors of the world's finest Radio and Television Programs MONTREAL -TORONTO -WINNIPEG -CALGARY -VANCOUVER U. S. RADIO • May 1958 81 As always, KDKA reaches and sells the growing suburbs as no other medium can. I RADIO PITTSBURGH 50,000 WATTS •CLEAR CHANNEL* Represented by PGW SALES (Cont'd from p. 15) WESTINGHOUSE BROADCASTING COMPANY, INC. ity on the national level in radio sales development. PGW, lor ex- ample, has two men, one in New York and one in Chicago, ^\•ho dexote all their energies to this function. In New York, Mr. Richards says there are about six product catego- ries that are being concentrated on for increased radio sales: food, drug, textile, airlines, soft drinks and aiuo- motive and auto accessories. Mr. Richards and his coiuiierpart in Chicago, Paxson Shaffer, work with agency and advertiser peoj)le on three levels. They start with the media people and get information on media objectives of a particular product. They then contact account executives with their radio infor- mation. And finally they reach the top accoimt man at the agency and the advertising manager at the ( lient. Actually, PGW's sales develop- ment approach has two parts. Phase one is a more general presentation on how and why soimd can sell prod- ucts and services. Phase two gets down to the specifics of radio circu- lation as well as the specific way radio can help solve the marketing problems at hand. Five to Ten Percent Broadly speaking, PGW is out to convert advertisers who use no radio and those who use from five to ten percent of their budget for radio. Among the diief reasons that Mr. Richards takes before advertisers and agencies is the fact that radio is an intrusive medium. Mr. Richards de- clares that many advertisers who are faced with the task of changing a buying hai)it will prefer radio's abil- ity to intrude a product idea in a way no other medium can. .Mr. Richaids maintains that the key to further use of radio i>, in the application of sound to the product idea. At CBS Sjjol Sales, George Arnold, manager of sales development, states, "Radio has to do a more thorougli job of competing against other media." As an example of this, he states that newspaper milline rates are very high for adequate penetra- tion of a market." Mr. Arnold also stresses the tre- mendous fertility of the food field as being productive for radio. To show the variance in approaches to 82 U. S. RADIO Mav 1958 sales development, Mr. Arnold works only with the client and not with the agency. Al Long, manager of sales develop- ment at John Blair & Co., also works to a great extent with the client. He first sounds out the advertiser on basic media and marketing objec- tives and then prepares a presenta- tion with specific radio plans. On the network side, there is an ecjual amount of sales development activity. Howard Gardner, manager of sales development for NBC Radio, declares that many new advertisers can be traced to this type of work. As far as NBC is concerned, Mr. Gardner cites the following adver- tisers who are new to radio: Waver- ly Fabrics, Princeton Mills (muta- tion fur coats) , American Institute of Men's & Boy's Wear. To a great extent, Mr. Gardner states, his de- partment tries to show advertisers how they can incorporate network radio as part of their ad plans. He also works on clients who now use radio as their basic medium. Among these, he lists Waverly and Midas Muffler. Last year's sales development pres- entation at NBC was based on im- agery transfer. This year it is founded on the concept that network radio delivers audience values, frequency and reach. The net^vork also empha- sizes certain "extras" that it offers, such as its merchandising programs (salesvertising) . Among the new business accounts that CBS Radio credits to its sales development activity are C. H. Mas- land, the Hertz rent-a-car system and, of course, the Ford buy. Frank Nesbitt is director of sales development for the network. The fundamental purpose of this activity at CBS Radio is the development of new business through exposvne of top management at the agency and the company. The network generally sends out a management team when it gives a presentation. One recent presentation used in sales develop- ment work was the "Dollar Stretch- er." Sales development is largely a mat- ter of education. Media men find that the surest avenue for new busi- ness is in educating advertisers, who have not used radio, on the basic values of the sound medium, coupled with a specific plan to meet certain marketing goals and problems. we're tired of shouting it . . . BUT THE FACT IS . . . K-NUZ IS * e%»«*«Lo. * * PULSE- NIELSEN- (Jan. -Feb. 1958) Places K-NUZ in No. 1 position Monday thru Friday for total broadcast day average 6 A.M. to 1 2 midnight. (Jan. -Feb. 1958) Places K-NUZ in No. 1 position Monday thru Friday 6 A.M. to 6 P.M. for total broadcast day average. a On-The-Qo" RADIO In HOUSTON 1 N U Houston's':^4-Hour ^Miisic a)id"N'ews. National Reps.: Forjoe & Co. — New York • Chicago Los Angeles • San Francisco Philadelphia • Seattle Southern Reps.: CLARKE BROWN CO. ~1 Dallas • New Orleans • In Houston: Call Dave Morris JA 3-2581 Atlanta U. S. RADIO May 1958 8§ On the national level, there are great untapped categories who use little, if any, radio. The New York Stock Exchange, for example, in ad- dition to all the securities firms, rep- resents a sizeable chunk of unwritten business. One representative firm has been selling this category on the basis that by using the financial pages alone, a stock broker is appealing continuously to people who already have an interest in securities — and is ignoring the possibility of creating new prospects. (See the Bache story, March 1958.) Other untapped categories are: in- surance, which uses little radio ex- cept on a co-op basis; sporting goods and specialties (boats, golf clubs, swimming pools) ; the novelty field (e.g., greeting cards) , and the great list of products in the hard-goods category (cars, refrigerators, washing machines) . Actually, the function of sales development is as old as radio itself. Is MAIL PULL YOUR Dish? Try Bill Mack^s Famous Recipe Bill Mack is KWFT's great country anl western music personality. He serves up big, heaping portions of mail — country style. Over 500 pieces of mail each week! Bill's a fabulous fellow. His daily disc jockey shows rank 7th on the national Country and Western Jamboree's annual D-J poll. He's equally popular as band leader and vocalist. He records for Mercury Starday . . . has had 50 original compositions pub- lished . . . has made personal appearances on CBS Radio's "Saturday Night Country Style," "Big D Jamboree," and "Louisiana Hayride." Got something to sell? Bill Mack can sell it — throughout KWFT's great coverage area — ' 2 mv m radius of nearly 250 miles, in the rich Southwest. Nearly 4 million people! See your H-R man. Ben Ludy President & General Manager L OW FREQUENCY XiMUM CONDUCTlv Q^Vkc --Wichita Falls, Texas Call Your H-R For many years, it has undergone various fates. In one era there is a great amount of enthusiasm for its prospects and then another time it seems to lose its value for one reason or another. The chief factor in the variance in interest in sales develop- ment is that it is often hard to trace new business directly to this effort. Media Salesman Sometimes more than one firm has been working on one account and often a media salesman has as much to do with getting the new business as does the sales development team. The matter of who should per- form the sales development function also has been a matter of contro- versy. Paul Weeks, vice president of H-R Representatives Inc., believes that the job "should be left in the hands of the media association — in tills case RAB." Mr. Weeks declares that one firm is too small a part of the whole in- dustry to inlhience adequately new radio business by companies who have never used the medium. He states that representative companies who have sales development depart- ments do it to satisfy their member stations. More Selective Mr. Weeks further believes that radio can expand into new catego- ries by making its programming more selective. But no matter who does it — repre- sentatives, networks or RAB — radio is winning new customers daily throii"h these educational efforts.* •• < Give It Cell I ) KOSI ■ KOBY turn over products r not audience A BOTH RADIO STATIONS No.linHOOPER&PULSE 6 am-6 pm overoge share KOBY No. Iln NIELSEN 6 om-9 pm average share ^00 S^^ vO KOSI • KOBY DENVER SAN FRANCISCO Mid-America Broadcasting Company 84 U. S. RADIO May 1958 FORMATS (Cont'd from p. 25) scene of any event and an automo- bile equipped with remote telephone to describe important events from the scene." KOXO San Antonio, Tex., em- plovs a staff of 10 newsmen. The sta- tion presents regularly scheduled newscasts, remote broadcasts and bulletins. KONO reports that it op- erates three ground mobile units and one air mobile unit. Another station emphasizing on- the-spot coverage is WJR Detroit. WJR features stich interpretive pro- grams as Sunday Supplement^ Topic for Today and Points and Trends, all of which deal with events tliat are currently making radio head- lines. The return from KFSD San Diego shows that it has an extensive local news operation. The station main- tains a press room at the Civic Cen- ter and a paid stringer system. In addition, KFSD has an arrangement with the Yellow Cabs in its city so that the 200 cabs in the area can be directly connected to the station's news center. KSTN Stockton, Calif., has a full- time news staff of two men who cov- er local news for twice hourly news- casts. The station acts as a source of emergency news during such critical times as the flood of 1956. In its news coverage, WFLA Tam- pa, Fla., uses as many local voices as possible in reporting the news. Techniques used are tape recording or recording by telephone. WKY Oklahoma City, Okla., places great emphasis on its compre- hensive news coverage, according to the response. It has a stafiE of 15 newsmen, three station wagons with two-way radios for on-the-spot news reports, and an hour-long in-depth news feature from 7:30 to 8:30 night- ly called Precinct 93. WKY also em- ploys two full-time meteorologists. Farm news is an important ad- junct of many stations' overall news coverage. WPTF Raleigh, N. C, for example, has a noon farm period from 12:05 to 1 p.m. It is called the Farm Hour and is conducted by Prof. Earl Hostetler. The program includes a summary of the day's farm market reports by remote from the North Carolina Department of Agri- culture. There are guest interviews and weather analyses plus the play- ing of some hillbilly music. As an adjunct to the news KFBI Wichita, Kan., broadcasts zonal weather forecasts for all of the state's six weather zones every day. Three times a week the station programs five-day weather forecasts. As for the future of radio news, WIP Philadelphia, Pa., believes that it will become even more vital than it is today. The station sees radio news as becoming a 24-hour-a-day job, with greater use of leg men, tape recorders, beeper phones and short- wave transmitters. No matter what the type of for- mat, many stations affiliated with networks mentioned as one of their biggest problems the integration of national and local programming. WFPG Atlantic City, N. J., ex- presses it this way: "The problem of an affiliate is to so program that there is no distinction in program quality or announcer quality or care in preparation between the programs initiating from the network and VlfHEREVER THERE'S BMl HEADQUARTERS Rooms 2107-2108 Bilfmore Hotel NAB CONVENTION BROADCAST MUSIC INC. 589 FIFTH AVENUE. NEW YORK 17, N.Y. V. S. RADIO May 1958 85 V. S. RADIO The monthly magazine for buyers and sellers of radio advertising at the NAB CONVENTION in Suite 2133 Biltmore Hote I'M K. A. CASEY! CONTINUOUSLY FIRST ON THE RICH TULSA FRONTIER Hooper . . . Pulse . . . you NAME it/ pardner! In every Tulsa survey during the last 18 months, I've been FIRST by a COUNTRY MILE! Match THIS with my reasonable RATES . . . and you get a cost- per-thousand so far below any OTHER Tulsa station that it's almost like hoss-stealin' to buy me. Hey, and see that big HAT I'm wearing? Ahem! That's my big J mv Primary Coverage Pattern in the rich Tulsa Trade Area. Come on! Get ACQUAINTED with me . . . and you'll get acquainted with SELLING POWER, the likes of which you've never seen BEFORE. THE NO. 1 NEWS STATION IN THE NATION* TULSA'S 24-HOUR MUSIC & NEWS STATION — 970 KC Robert J. Hoth, V.P. & Gen. Mgr., American Airlines BIdg. Tulsa LU 7-2401 TWX: TU99 Rep.. Weed Radio Corporation '■WJimer of coveted A. P. Award for best iieus cov- erage of all A. P. radio and tv stations for 1957 those initiating in the station's own studios. Its further problem is that for all the hours it is on the air, this CBS affiliate must sound exactly the same, in appeal and in quality, during local hours as it does during network hours." KFAB Omaha, Neb., integrates by airing editorials locally which are generally tied in with the network newscasts. WA'VE Louisville, Ky., adopts local features which resemble NBC's weekend Monitor service. One of these is the Roadslioio broad- cast from 8 to 6 p.m. which contains general audience music, NBC Nexos oil the Hour, regional and local news on the half hour and two sportscasts, along with the time and weather. KENS San Antonio, Tex., a CBS affiliate, programs three nighttime shows highlighting conversation, jazz and soft music, respectively. Party Line comes first and airs two-way conversations between listeners who call in to disaiss topics of their own choosing. KOB Albuquerque, N. M., an af- filiate of NBC, builds its program- ming around personalities, believing that "people sell people." Aiming at adults and particularly the business- man, KOB airs frequent five-minute news summaries from NBC and its own nine-man news department. The station also features public service programs. WBEN Buffalo, N. Y., also beams at the adult audience and provides 60 percent local programming and 40 percent CBS network program- ming. Two other network affiliates, KXyZ Houston, Tex., ABC, and WBAL Baltimore, Md., NBC, gear their operations for the entire listen- ing public. KXYZ programs "enter- tainment for the entire family," while WBAL has introduced a con- cept called "full range program- ming." KXYZ operates on a general top 40 policy, but supplements it Avith albutns, old hits and the Metropoli- tan Opera during the season. From the network it takes news, football, special events and weekend news. VV^BAL's F. R. P. campaign is ap- plied to sports, music, entertainment and news. The station emphasizes depth in all these categories. Added to its CBS fare, WRBL Columbus, Ga., features metropoli- 86 U. S. RADIO • Mav 1958 MEET HEAD A NEED THAT EXISTS RADIO FIELD TODAY \ * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK tan service programming. Popular music, chiefly standard or novelty, is the core of its approach. Two stations that responded have specialized programming to the Negro audience. WLIB New York started out to provide a program service that was not being carried in the New York metropolitan area. Among the sta- tion's most popular features are: the regularly schedided series of daily community news broadcasts prepared and edited by WLIB's own news staff, the annual festivals of Ne- gro music and drama, now in their fifth season, and a weekly program called The Editors Speak, in which editors of leading national Negro newspapers discuss subjects affecting Negro interests in this country and abroad. South of the Mason-Dixon line WOKJ Jackson, Miss., programs 50 percent music (largely jazz and rock 'n roll) , 40 percent religion and re- ligious music programs, five percent news and sports, and five percent special events. Another way of expressing radio's music and news concept has been adopted by W^\^DC AV'ashington, D. C. "Our dominant, basic philos- ophy is to program primarily seiuice and personality." For W\VDC, this includes a wide range of material. "Sure, we play top records of to- day—we also play the potential hits and songs from a decade ago. We give our audience news off the wires — but we also have a digging, diligent staff of newsmen who report the lo- cal news as it happens. Besides what's happening in Bangkok, we in- clude in our newscasts squibs that interest the people in town from She- boygan or San Francisco," WWDC states. Because of the service nature of radio and because of its impact as a medium. Rex G. Howell of KREX Grand Junction and KGLN Glen- wood Springs, both Colorado, ques- tions the use of the word "format" as applied to radio programming. "W^e prefer to call it a creed. "We believe broadcasting is the most potent sphere of public infor- mation and influence in the nation. "We believe broadcasting should always remain a welcome guest in the intimate family circle of the home." • • • H CHECK ALL THREE Size of Audience . . . because WREN delivers nearly half of all the homes in the Topeka market every single day. Quality of Audience . . . because CHEN'S all-round programming appeals to a buying class, not the sophomore class. Cost of Audience . . . because wren's rates are reasonable. Check v*ith your George P. Hol- lingbery man. 5000 WATTS • TOPEKA, KANSAS Repfesertea nationally Cy RADIO-TV REPRESENTATIVES. INC. NEW rORK • CHICAGO • BOSTON • SEATTLE ATLANTA • LOS ANGELES • SAN FRANCISCO U. S. RADIO Mav 1958 87 radio ratings THE ONLY DIFFERENT SOUND UNDER THE SUN • TIMELY INFORMATIVE ENTERTAINING THIS IS RADIO FOR ADULTS DIAL KGB 1360 SAN DIEGO H - R REPRESENTATIVES The nation's highest audience- rated Negro group S-t,3i:,i o r^ s Represented by John E. Pearson Rating Services Agree Figures Are Only One Aspect of Measurement Industry participants in several recent sur^•eys and panel discussions have called ratings everything from the only method of justifying buying decisions to "one of the greatest myths of our time." The rating services had their chance to speak out at the Philadelphia Tv & Radio Advertising Club's seminar on "Ratings — Their Meaning and How to Use Them." Among the participants were Frank Stisser, president of C. E. Hooper Inc.; Laurence Roslow, associate director of The Pulse Inc., and George E. Blechta, vice president of A. C. Niel- sen Co. "A rating never has been, nor in my opinion ever will be, an absolute meas- ure of the total radio audience," declares Hooper's Mr. Stisser. "Today, literally, radio is everywhere. No matter what method is used. I do not believe tliat anyone will ever come out with a true count of eveiyone exposed to radio. Ratings today seem to be used by many people to prove instead of to find out. At best, a rating is a guide, a compara- tive measure of the size and distribution of the audience." Mr. Stisser states that used properly, a sensitixe rating can be "an excellent guide to one facet of time purchasing. Certainly a rating is not the 'be all' or the 'end all.' However, in order to be effective a rating should give the buyer and seller alike an accurate indication of the changing size of the radio audi- ence. "No businessman," he says, "can in- telligently run any business without knowing everything he can about his product. Our job is to measure a radio station's only product — its audience." Study All Factors "The intelligent user of broadcast re- search," declares Pulse's Mr. Roslow, "will use ratings in the same way he uses information in preparing to invest in the stock market. "In selecting a stock," he points out, "the intelligent investor looks at more than just tiie closing price. The intel- ligent user of broadcast ratings is also no gambler and, in addition to the rat- ing, lie ascertains how it was obtained, what it means and the competitive and historical record of the time slot, the program and the station. "Without this knowledge," Mr. Ros- low says, "tlie rating is just a figure that means only what its user wants it to mean. Unfortunately, too many users of ratings do not realize that each research organization measures in a slightly dif- ferent manner, with different size sam- ple, and even vary as to the size of the same market. "And since ratings are used both by program and sales people, it is obvious that each of them wants the ratings for a different purpose. Yet, too often each of them will use ratings without addi- tional information and witliout knowing what they mean. If tiiey invested in the stock market in so unintelligent a man- ner, their portfolios would be short on blue chips and overlong on blue sky shares." Over-saturation Mr. Blechta of Nielsen voices the opinion that cost-per-thousand alone is a poor basis for timebuying. "A spot buy delivering a good cost- per-thousand can be over-saturating one- fifth of the homes it reaches with almost two-thirds of all commercial messages delivered," he states. "This is not ef- ficiency in any sense." Mr. Blechta declares that cost-per- thousand figures sometimes hide a con- centration of too many messages among a small group of homes. "If we divide the audience reached by a spot schedule into five equal parts, from most heavily to least heavily contacted homes, a good amount of waste coverage may ap- pear. "Any real cost-efficiency yardstick of timebuying must ask," he concludes, "how many different homes are being reached with effective frequency, and how much does this cost." • • • U. S. RADIO • May 1958 RECREATION ROOM PORTABLE TV AND RADIO Including even tiniest transistor pocket sets — Pulse is the sole service accurately reporting total audience. Obviously auto radio is but part of the outside plus of millions. Measuring out-of-home is nothing new to Pulse. Pulse has been doing it since 1941! U. S. RADIO May 1958 89 names and faces Noting the Changes Among The People of the Industry AGENCIES D£A.\£ L IMEGROXE elected president ol 11. li. Humphrey, Alley & Richards Inc., New York. He will continue supervi- sion of the agency's creative activities. MARTIN SOLOW appointed executive vice president of The Wexton Co. Inc., New York. He was previously with W ilbur k Ciangio Inc., New York . MURRAY FIRE,STONE elected executive vice president in charge of the new Philadelphia office of W. B. Doner &: Co., Detroit. ALFRED GOLDM.AN elected vice president and copy director as well as a director of Reach, McClinton & Co. Inc., New York. ETHEL CORDNER has joined the agency as copy supervisor. ELLIOT W. PLOVVE elected a vice president of BBDO, New York. .\nd joining the agency's office were: PFTFR M. SOI I ILR .(> account supervisor, D.W'ID .\. CLARK, SHER- MAN HOYT and WILLIAM E. TORPEY as account execu- tives, and HAROLD DAVIS as tinit buyer. LEONARD STEVENS has joined Weightman Inc., Philadel- phia, Pa., as director of radio and t\ . FRANK ENNIS has joined Norman, New York, as an account executive. BBDO. RUDOLPH J. WILLE has joined j. York, as an account execiuive. R.ALPH .A. BORZI appointed director of film, tv and radio production bv llie Griswold-Eshlcman Co., Cleveland, O. He fills the position vacated by RICHARD C. WOODRUFF, named account executive. CHARLES WILLARD, formerly at McCann-Erickson Inc., New York, has joined Doherty, Clifford, Steers & Shenfield Inc., New York, as a broadcast buver. Oaig & Kuinmel Inc., He was formerly with M. Mathes Inc., New STATIONS ROBI.R I E. MirCHELL, former general sales manager, pro- moted to general manager of WINZ Miami, Fla. FREDRICK G. HARTMAN, formerly with WNDR Syracuse, N. Y., named general manager of WPDM Potsdam, N. Y. BERT COWL.AN promoted from program manager to general manager of ^VBA1-FM New York. GEORGE K. U TLEY, former commercial manager, promoted to station manager of \\ F.A.A Dallas, Tex. FRED G.-\RDELL.\ promoted from program director to gen- eral manager of WBNC Conway, N. H. HOW.XRD L. Z.ACKS promoted from commercial manager to general manager of \V,ALY Herkimer-Ilion, N. Y. PETER R. ODENS promoted from assistant manager to sta- tion manager of KICO Calexico, Cal. ROBERT B.\R'FUSC:H promoted from account executive to assistant manager of WLOK Memphis, Icnn., and ROBERT DOHERIA' named a WLOK account executive. ALEXANDER W. DANNENBAUM JR., vice president of sales, and \V1LMER C. SW.ARTLEY, vice president for the Boston area, named to the board of directors of the Westing- house Broadcasting Co. JACK A. FRITZLEN. formerly office manager of the Lahr Advertising .Agency, Indianapolis, Ind., named to the WFBM Indianapolis sales staff. MARTIN COLBY, former sales manager of Allied Tv & Radio Productions Inc., appointed to the national sales staff of the Radio and Tv Division of Triangle Publications Inc., New York office. DON C. D.AILEY promoted from sales manager to general manager of KGBX Springfield. Mo. CLYDE SPITZNER, formerly commercial manager of WIP Philadelphia, Pa., has joined WTIL as director of radio sales and programs. JAMES McNEIL named program director of W^SV.A Harrison- burg, Va., replacing ANDY McC.ASKEY, promoted to manager of promotion and advertising for \VSV.A-.AM-FM-TV. JOHN .\I1LL.\R promoted from local sales manager to com- mercial manager of WCAX Burlington, Vt. BILL WEAVER promoted from the sales staff to sales manager of KXO.A Sacramento, Cal. CL.\RK WHIIMAN, former sales manager of WSMI Litch- field, 111., named commercial manager of WDZ Decatur, 111. DIANE NEl'GARTEN has joined WINS New York as direc- tor of researcii and promotion. .Added to the time sales staff were DAN WEINIG and PAUL EVANS, former regional sales managers for the Storer Broadcastng Co., and RAYMON H.AMILIOX, formerly sales manager of both Telestar Films Inc. and Flamingo Films Inc. BOB C;RIERS0N, formerly with the sales staff of CFCF Mon- treal, Que., has joined the local sales staff of CfMS Montreal. REPRESENTATIVES FRl .\C;H 1 .\S0N promoted to midwestern sales manager of H R Representatives Inc., Chicago office. ROHERF II ANRAHAN has joined the San Francisco office of Ihe Branham Co., PETER CHILDS transferred from Chi- cago to Branham's Los Angeles office and JOHN MURPHY named manager of the radio and tv department of the Ciiicago office. D.\NIEL R. KELLY named radio sales promotion writer at .Avery-Knodcl Inc., New York. ROBER I" Mc;NEAR appointed acting sales manager for West Coast operations by Broadcast Time Sales, with LINDEN CHILES named as his assistant. Also, DAVID LIEBERMAN appointed business manager of the New York office. PAUL WILSON, formerly with Adam Young Inc., has joined the sales staff of Richard O'Connell Inc., New York. GEORGE BINGHAM appointed vice president in charge of tiic Boston office of Walkcr-Rewalt Co. ROBERT H. BIERNACKI appointed junior sales executive in the New York office of Radio T.V. Representatives Inc. NETWORKS EDWARD J. DeGRAY, vice president in charge of station relations, appointed to head ABC Radio Network. DeGray Hart man Solow Cowl an Edson Wilson Stevens Firestone U.S. RADIO... the monthly magazine for buyers and sellers of radio advertising It has been predicted that '1n 1962 radio alone will be doing $1.4 billion . . . double the current figure/' Radio is the mass medium to reach the whole of America. U. S. RADIO stands ready to fill the needs of advertisers in their use of radio. An analytical and idea magazine for buyers and sellers of radio advertising, U. S. RADIO devotes its entire energies to this vast field of radio. Articles and features on the planning and buying of radio advertising, delving into the whys and hows in the successful use of all radio, are supplemented by regular departments presenting in concise form the news and trends of the radio industry. The Only Magazine Devoted 100% To Radio Advertising to Receive U.S. RADIO Regularly Each Month, Mail In This Form, NOW! U.S. RADIO 50 West 57th Street New York 19, N. Y. SUBSCRIPTION Please see that I receive mJ.t^. mMJ%.m^Mw^ 1 YEAR $3 0 2 YEARS $5 Q Name. .Title. Company Type of Business □ Company or n Home Address. City Zone. State. PLEASE BILL Q PAYMENT ENCLOSED Q EDITORIAL time for idea exchange 36TH MEETING AND RADIO MONTH I he occasion ol the ^^tiih annual convention of the National Association of Broadcasters should be for radio people a time for healthy idea exchange coupled with a careful and thoughtful examination of problems that con- front the radio broadcasting industry. Of added significance this year is the fact that the conclusion of the convention is the start of National Radio Month. It has been extended for the first time from a week to a month. This is the one opportunity in the year for radio peo- ple to band together across the country and pro- mote radio to the public and the advertiser. This year radio is 38 years old. A relatively youthful figure in anybody's language. These have been years of monumental growth— the de- velopment of the first true mass medium. But even more important than looking back is the necessity of looking ahead. As we see it, radio's growth in the next 38 years will be even more significant. The sound medium itself has taken on a new shape and form in programming and business practices. As in any business that develops through the years and changes with the times, this is as it should be. Much light on the new shape of radio should be shed at the NAB meeting. FOLLOWING ITS STAR As radio follows its star in the ensuing years, its growth in billings and advertiser importance will be unlimited. In achieving this, there are problems: There is a need for further and intensified education of agency and advertiser people on the values and use of radio. There is also a need to overcome the draining efforts of varied forces in the radio industry selling against themselves rather than against competing media. The challenge of radio's next 38 years is im- pressive. The doorway of opportunity must be kept open at all times to meet this challenge. The present NAB convention should be one that will serve as the idea exchange for these problems- and the kickoff for Radio Month. FUTURE SALES OPPORTUNITIES Where are radio's future sales opportunities? It is the considered opinion of many connected with radio advertising that the answer to this question lies more in how radio is used rather than in who can use it. Radio's application as an advertising vehicle is probably as boundless as the air that carries its signal. The basic job of creating new business for radio is up to the industry. Prospective and po- tential advertisers must be sought after and shown, in specific terms, how radio can help them with their marketing problems. In many cases, radio will be cracking an ad budget that traditionally has been devoted to other media. There are actually two ingredients necessary for the development of new sales opportunities: Educating the advertiser and selling competi- tively against all other media. This competition should not be done with an eye towards tearing down other advertising vehicles. But rather with the conviction that radio should be a healthy part of any advertising budget. 92 U. S. RADIO May 1958 In any category, at any time, WSPD is first in Toledo radio. By every rating standard, WSPD has more audience — across the board — than the next two stations combined. But with this solid dominance, SPeeDy continues to maintain it with leadership in the community through public inter- est programming, 24-hour news reporting, top talent and features, and continuous audience pro- motion. In being first for 37 years, SPeeDy makes sure that in planning any radio advertising cam- paign— it only takes one to take Toledo! 'FasxioxjiS on thje local sceme NBC RADIO in TOLEDO National Representative: The Katz Agency National Sales Director: M. E. McMurray 625 Madison Ave., N. Y. • 230 N. Michigan Ave., Chicago VSPD >VJW >VJBK WIBG >V>WA WAGA >VGBS Toledo Cleveland Detroit Philadelphia Wheeling Atlanta Miami 15 *hri IN THE LOUISVILLE MARKET by GLEN A. HARMON, SL.'Titr.ir' FIRST 12 noon /*v» V^ Bill Gerson FIRST 'I ;r FIRST 3 pm 6 pm X Joe Cox The most recent surveys have shown these three outstanding radi personalities to be FIRST IN EVERY QUARTER HOUR PERIOD, FROM 9 AM through 6 PM, MONDAY THROUGH FRIDAY in this] important Louisville Market. WINN GIVES YOU THIS MARKET'S COST PER 1,000 SEE YOUR NEAREST AVERY KNODEL MAN. ir buyers and sellers of radio advertising VOL. 2— NO. 6 JUNE 1958 35 CENTS ILINE STATIONS 1 Radio Values I Radio Use With r. Announcements It and Problems \*\o Reviewed for 50 years a great name in entertainment . . . Now . . . a great new force in Radio . . . ST. LOUIS . . . Balaban balanced programming began January 1 . . . enjoyable music, bright happy personalities, Action Central News 24 hours a day . . . BOX SCORE . . . nine times the audience in 90 days (Hooper Mar -Apr '58). . . . MILWAUKEE . . . The big buy in Milwaukee . . . blanket coverage of the total effective buying market. Here, too, Balaban's programming appeals to all ages from grandchildren to grandparents. ...DALLAS**. ..The Big "B" is coming to Big"D"! Balaban Radio is proud to serve the fastest -growing, most progressive metropolitan area in the nation. JOHN F. BOX, JR., Executive Vice-President The Balaban Stations . . . In Tempo with the Times ' Subject to approval of the Federal Communications Commission as basic as the alphabet EGYPTIAN Long before an alphabet was created, the Egyptians used a picture-sign like this as the symbol for door. PHOENICIAN Leading merchants of the Mediterranean, the Phoeni- cians converted the Egyptian sign into a triangle repre- senting the first sound in daleth (door). GREEK Later, the Greeks turned the letter upside down, called it delta, and used the name to describe the spreading mouth of a river. ROMAN From an early variant of the Greek delta, the Romans reshaped the letter to form the modern D we use today. V D Historical data by Dr. Donald J. Lloyd, Woyne Slate University D ollars and people are concentrated here Seventy per cent of Michigan's population commanding 75 per cent of the state's buying power lives within W WJ's day- time primary coverage area. Dealers are pleased when you place radio advertising on WWJ. They know that WWJ moves merchandise — that the station represents modern radio at its best in the Detroit Southeastern Michigan market. Start your radio campaign here — with the WWJ Melody Parade, the WWJ features originating at Northland and Eastland Shopping Centers, the popular WWJ Highway Holiday programs — with salesminded personalities like Hugh Roberts, Faye Elizabeth, Dick French, Bob Maxwell, and Jim DeLand. It's the basic thing to do! M M M M M M ■ AM and FM WWJ RADIO WORLD'S FIRST RADIO STATION Owned and operated by The Detroit NewS NBC Affiliate National Representatives: Peters, Griffin, Woodward, Inc. FACT, NOT FANCY 1 Modern radio stations reach an overwhelmingly adult audience 2 Modern radio stations reach more adults than old-line network affiliates 3 Modern radio stations reach more of the impressionable younger-age-group women than old- line network affiliates the PROOF? yours for the asking Ask our Research Department for the new special report, 'The Audience of Modem Radio " ADAM YOUNG INC. 3 EAST 54th STREET, NEW YORK 22 U. S. RADIO • June 1958 1 IF YOU USE RADIO ADVERTISING YOU SHOULD READ THIS MESSAGE FROM THE MANAGEMENT OF RADIO STATION WBT Throughout its 36-year history, WBT lias followed a program philosophy of providing the best possible programs for all segments of the radio audience. We call this Full-Service Broadcasting because it is not limited to "popular" music and five-minute newscasts. AVe provide our listeners with news — in depth — reported by reputable, experienced news men and women from all corners of the globe. We provide our listeners with music — but not just one kind of music. WBT offers coiuitry imisic. "popular" music, classical music, and many variations of the three. This Full-Service Programming gives our listeners discussion programs, drama, comedy and (juiz program.s. It means church services, educational programs — programs to stimulate the imagi- nation, the ability to think — and the ability to feel. Throuiih tlic years, audience research surveys have shown us tliat this is the type programming most Charlotte and Mecklenburg Cdunty listeners prefer. But the intlueuce of Charlotte and its institutions is not confined to municipal boundaries. What of the listeners in Rock Hill.' — in Hickory? — and in Gaffney? What do people in AVinnsboro want from AYBT and in Salisbury and Monroe.' To find out we" recently asked the Pulse, Iiu-.orporated, to send its representatives into the homes of listeners living in Charlotte and within a 60-mile radius of Charlotte to check program j)references. This was the acid test foi' AVBT's brand of Full-Service Pro- gramming. The results of this survey, conducted during th(> month of Alaicii. have just been released. We are happy to say that AVI'T has met the test ami its programming conceiils have been justified. The survey shows that WBT is the tiujst popular Charlotte station in every time segment sur- veyed in the 25-county area {Sunday-Saturday, 6 A.M. -midnight) except one. In that segment WBT won a tie. For this overwhelming voXe of confidence by our listeners and for the support of you, our spon- sors, we are everlastingly grateful and sincerely humble. And our ])ledge to you is a continuation of Full-Service Programming and audience leadership in the future. CHARLOTTE, N, C Jefferson Standard Broadcasting Company 2 U. S. RADIO • June 1958 airwaves Radio's Barometer $385,00 (193 00 Local Est. $220,0000 00 Spot (19:! Est.) $95,000, 19 36,500,0 ^ Car Radios Sets in Use Network Est. tns on Air Spot: Volume lor 124 markets analyzed by an Adam Young Inc. report indicates that spot volume tor these areas was 27 percent greater in 1957 than in 1956, or $152,003,000 to $119,994,000 (see complete market list- ing, p. 38) . In both years these markets accounted for more than 82 per- cent of the U.S. total, the study states. Only two markets showed a de- crease in 1957. The Young estimated projections on the amount of national spot radio business going into multiple-station markets during 1957 are based, ac- cording to the representative firm, "on detailed analysis of FCC data for previous years and (our) own first-hand knowledge of billing trends in the majority of the country's larger markets." Networks: Net operating profit for the first quarter of 1958 is estinrated by American Broadcasting-Paramount Theaters Inc. at $1,854,000 or 43 cents a share, up from the 1957 figvnes lor the same time period of $1,743,000 or 40 cents a share. Leonard H. Goldenson, president, indi- cates that the ABC Radio network is being "streamlined" to reduce costs. New business and renewals reported by CBS amounted to $2,350,000. The figure for ABC was $1.5 million (see Report from Networks, p. 51) . Local: Each month of 1958, if the trend continues, will show an all-time high in billings for WINS New York, according to the station. For the first four months of 1958 the station has posted a 29.8 percent increase over the comparable period in 1957. Jock Fearnhead, vice president and general manager of the station, estimates that with the new rate card, which has been in effect since February, billings for the ftdl year will be approximately 40 percent over 1957. Stations: Total stations on the air, both am and fm, increased again in May^ — to 3,779, up 10 over April. Stations on the air Applications pending Under construction C())umercial AM C ommercialFM 3,239 540 430 46 82 ■ 72 Sets: Total radio set production for March 1958 was 931,341, according to the Electronics Industries Association. Automobile radios produced came to 234,911. Retail radio sales — excluding car radios — came to 538,963 in March. V. S. RADIO • June 1958 TO MEET HEAD ON A NEED THAT EXISTS IN THE RADIO FIELD TODAY ... * U.S. RADtO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK for buyers and sellers of radio advertising ■mDio JUNE- 1958 IN THIS ISSUE Tiny Key to Tomorrow's Radio MiiiiiU- bill Mij^hu 1 r.iiisislor Creating Vast New Audience Tetley Leaves It to Radio 8.') I'Liiiiii ol liii(log 46 Ldilorial 60 EDITOR AND PUBLISHER Arnold A\pen Business Manager Managing Editor Catherine Scott Rose Jonah Gitlitz Art Editor Rollie Devendorf ASSISTANT EDITORS Michael G. Silver Patty Kirsch Patricia Mo ran Secretary to Publisher (Washington) Sara R. Si Ion ADVERT'*'"'^ Production-Sales Service Afgr. Western Manager Jean L . Engel Shell Alpert U. S. RADIO Is publlsheeJ monthly by Arnold Alperf Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Western Office 1653 So. Elm Street, Denver 22, Colorado. Skyline 6-1465. Washington, D. C— 8037 Eastern Road, Silver Spring, Md. JUnlper 8-7261. Printing Office— 3110 Elm Avenue. Baltimore II, Md. Price 35* a copy; subscription, $3 a year, J5 for two years In U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise If you move and give old and new address. Copyright 1968 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. U. S. RADIO • June 1958 Hitch YOUR Wagon to ik Mat sMons and Watch Your Sales F.^^ /f W* «* '-> It's a fact worth repeating: 40% of all network spon- sored time is on the NBC Radio Network. That's 33% more than the second network — a lead of 13 commer- cial hours per week. NBC is the only network to show an increase in sponsored time in the past year! The number of advertisers has leapt ahead, too . . . from 26 in 1956 to 115 in 1957 . . . more advertisers than any other network. Thirteen of the top pre-televi- sion blue chip advertisers are now back on NBC Radio. Credit this growth to NBC's imaginative program- ming aimed at increasing radio's usefulness for adver- tisers and audiences. Concepts like STARDUST which brings big star excitement back to radio; public service features like NEWS ON THE HOUR which attracts U. S. RADIO June 1958 Jd ^ 0^ I DID YOU KNOW THAT NBC RADIO HAS A 33% LEAD IN SPONSORED TIME? Yes f% ™i*«i8sp^ ^*i^fe^ nore listeners than any other radio show; constantly hanging NIGHTLINE, aimed at the perceptive adult ludience. No wonder NBC advertisers are the most- istened-to in all network radio! Month after month hey are attracting the medium's biggest cumulative udiences according to Nielsen. In television, NBC has forged into the Number One position nighttime in the nation's major markets. Now the NBC Radio Network joins the surge toward new peaks of advertiser and audience acceptance with 33% more sponsored time than the second network. NBC RADIO NETWORK U. S. RADIO June 1958 >Afhere there's a Sforz Station . . . there's PRECISION . . . precisely why there's never a dull moment . . . precisely why in each of these major markets more radios are tuned to the Storz Station than to any other MINNEAPOLIS-ST. PAUL . . . WDCY is first allda.v av. la-c I'roof: Hooper and IMilse. .')(),()()() watts plus ."iO.OOO watt ptTsonalitics. Talk to l^lair. or (^ii-iif-ral Manager .Jack Thayer. KANSAS CITY . . . WHB is first . . . all-.lay. Proof: Metro Pulse. Nielsen, Trendex, Hooper; Area Xiel.sen, Pulse. All-day averages as hi^li as 48.59^ (Nielsen). Kenieinher — you fret eoverajie and audienee on WHP). See l>lair oi- (iencral .Manaiicr (ieorjre AV. Ai-nistronu. NEW ORLEANS . . . WTIX is first . . . all-day. Proof: llo..pcr (,;i2.2'/tj— Pulse, too. In faet, WTIX is first in -Ki'i of M)A Pulse quarter-hours, and first in every sin<>le daytime 1/4. Now 20 times more jiowerful with .").()()() watts on (i!)() kc. See Adam Youufr or (Jeneral Manager Fred Berthelson. MIAMI . . . WQAM is first . . . all-day. Proof: Hooper (38.7%) . . . l*ulse (4;52 of 4'-i2 (piarter-hours) . . . Southern Florida Area Pulse . . . Trendex. See Blair ... or General Manager Jack Sandler. WDGY Minneapolis St. Paul REPRESENTED BY JOHN BLAIR & CO. WHB Kansas City REPRESENTED BY JOHN BLAIR & CO. WTIX New Orleans REPRESENTED BY ADAM YOUNG INC. WQAM Mianni REPRESENTED BY JOHN BLAIR & CO. U. S. RADIO June 1958 _A soundings Radio Resists Census Effort To Drop Set Count in 1960 The recent anncnincement by the Bureau of Census that the number of radio homes will not be included in the 1960 census has created concern in broadcasting circles. NAB is vigorously working to get radio back into the census picture, although the decision was made, according to the bureau, because radio so saturates the nation that it would be a waste of money to "confirm the obvious." Cunningham & Walsh V.P. Comments on Radio's Horizons Jerome Feniger, vice president, Cunningham & Walsh, New York, told a meeting of the Washington Ad Club that radio "offers great horizons for sheer creativity . . . and that one of the most interesting sales elements in radio is the selling power of the human voice." In his remarks, Mr. Feniger praised radio as having done an excellent selling job lor such C & W clients as Texaco, Jergens, Colgate, Sunshine Biscuits, among others. New Sales Clinic Format Worked Out by RAB RAB has developed a new format for its area sales clinics. The new approach, according to Kevin Sweeney, president, is built on three points: An "autopsy on success" treatment; attendance limited to stimulate gioup participation, and presentations specifically geared to the market under discussion. 86 Percent of Audience Is Adult, Says Fellows Eighty-six percent of this country's adult population listens to the radio during an average month, says Harold E. Fellows, president, NAB, who also reveals that teen-agers (15 to 19 years old) form the smallest nu- merical segment of the total adult audience. The oldest adult listening group (over 45) , according to Mr. Fellows, makes up the largest audience segment. Radio Dominant in Pre-Shopping Hours, CBS Radio Spot Sales Shows CBS Radio Spot Sales presentation, "All About Women," states that radio, during pre-shopping hoins, reaches 34.6 percent of women who buy in supermarkets. This is 48 percent more customers than are reached by the nearest competing medium in that period, the study states. McCannon New President Of RTES for One- Year Term The Radio & Television Executives Society of New York has elected Donald H. McCannon, president, Westinghouse Broadcasting Co. Inc., as its new president for a one-year term. Heading up the society's board of governors is Ted Bergmann, president, Parkson Advertising Agency, New York, who \\'ill serve for two years. Program Counselling Increased By National Representatives Stepped-up activity by national radio representatives in program counsel- ling for their stations is illustrated by John Blair &: Co. The firm is working on a plan to set up a program exchange department — as an idea clearing house — for production techniques and programming features. V. S. RADIO June 1958 K i9 Consider the Family. . . how it shares ideas, opinions, tastes. Among people living together, attitudes become contagious; approval or rejection on unconscious unanimous reaction. Properly motivated, the family unit can adopt a favorable viewpoint, will respond to a challenge attractively presented. I. Gr£iS BARTELL FAMILY RADIO in the past ten years has developed a programing attuned to family participation, creating a companionable climate of unreserved acceptance . . . not by one age group alone, but by all members. Excessive program appeal to one or another of the family is a temptation which Bartell Family Radio avoids unrelentingly. A balanced programing REACHES THEM ALL and that's the ideal audience . . . for station loyalty . . . for maximum buyership. BARTELL IT . . . AND SELL IT! AMERICA'S FIRST RADIO FAMILY SERVING 15 MILLION BUYERS Sold Nationally by Adam Young, Inc. for WOKY The KATZ Agency (SO U. S. RADIO • June 1958 Washington ASCAP-BMI Hearings Near End The record is just closed on proposed legislation to lorce broadcasters to relinquish ownership in music publishing and record companies. After two days of rebuttal in July when ASCAP and RMI will get in their final licks, the Senate Commerce Communications Suljconunittcc is ex- pected to turn over the record to the Department ot Justice and the FCC. Countering ASCAP claims, BMI witnesses paraded to the witness stand to relate that broadcasters do not push BMI tunes, that ASCAP music is and always has been predominant on the airwaves, hence the bill is (1) unnecessary and (2) unduly discriminatory. A clue to the leanings of Senator John Pastore (DR. I.) , subcommittee chairman, came in one session when he declared he was "disturbed" at the claim of some artists that they tried to get into ASCAP and were refused. Priority Suggested For DBA Petition . The first question asked of FCC Commissioner Robert Bartlev while ap- pearing before the Senate Commerce Committee prior to re-appointment was on the long-standing petition from the Daytime Broadcasters Associ- ation for a longer broadcast day. Commissioner Bartley conceded that action on the matter was overdue. He promised to make every effort to get the DBA issue a priority position on the FCC agenda and to settle it quickly one way or the other. ... on Heels of FCC Action On Clear Channel Stations Another thorny issue intimately related to the daytimers' crusade is clear channel broadcasting, which, after more than a decade of gathering dust at the FCC, was pulled off the shelf recently and made the subject of an FCC rule. Broadcasters have until July 15 to let the FCC know how they feel about a proposal to duplicate half of the 24 Class 1-A clear channels. One dozen frequencies would be made available for full-time Class II outlets. Included in the latter group are the daytimers and unlimited stations which now must reduce their power at night to avoid interfer- ence with the clear channel outlets. Network Regulation Hearing Gets Underway It's for sure now broadcasting won't get a breather even in the final weeks of this congressional session. Hearings before the Senate Com- merce Committee to consider a bill to regtdate networks was to get tuider- way Jtme 2. The legislation — echoing many of the same recommendations made in the Barrow Report — was authored by Senator John Bricker (R-O.) four years ago. Senator Bricker, the committee's ranking mi- nority member and one-time chairman, is adamant in his view that the public will be better served if networks are placed imder the regulatory thumb of the FCC. Getting off as it did to a late start, it is doubtful that any such legislation will be passed in the 85th Congress. Annual Plea for Dry Airwaves Heard on Hill . . . While broadcasters were busily engaged at the annual NAB conclave in Los Angeles (see page 34) , a militant band of temperance advocates made their annual trek to Congress. They testified in support of a bill to ban the advertising of alcoholic beverages in interstate commerce. Their objection to beer and wine advertising on broadcast stations had the same ring that has sounded for over 10 years . . . corruption of the young, traffic fatality increase, decay of the home, the temptation for more people to drink more alcohol so alluringly advertised. U. S. RADIO June 1958 11 REACH 'EM WASHINGTON (Cont'd) . . . and sell em in San Antonio with KONO radio March-April, 1958 Hooper shows n.r" sets in use (20.5 mornings — 14.8 afternoons) and 30.4 % Average Share of Audience for KONO . . . snd that's more audience than the total of SIX other local radio stations — including three networks. Want more facts? H-R ¥^ See your n || representative or Clarke Brown man 860 KC 5000 WATTS SAN ANTONIO ■-^"--'^ RADIO . . . But Opponent's Counter With Equal Fervor W'luii llic opponents look tlie stand, tlieii yearly atlnionition to the Sen- ate was that the l)ill is l)asi(aliv an attempt to revive proiiihition and would strip the heverat^e industry ol its right to advertise. I hey also had some declared governmental back- ing. The Justice Department sus- pects dial il such legislation became law, it woidd give a com])etilivc edge to loreign distillers. Both the Commerce and State departments have gone on recortl opposing the bill. So has Postmaster (icneral Ar- iluM Suninierlield. Cigarette Advertising and the FTC Another "minor vi(i" has popped tip in the Senate. A recommenda- tion has been made l)y Senator Rich- ard Neuberger (l)-()ie.) lo give the Federal Trade Commission greater leeway in controlling cigarette ad- \ertising. He declared that tobacco company advertising, especially in the broadcast media, woos the yoiniger generation to the detriment ol the coinitry. .Mthough he has not dralted any legislation on the sub- ject, it is understood that he is studving the nialtei nioic closely and |)ossil)lv will do so. Bills to Tighten Federal Agency Control As promised in the interim report issued by the House Legislative Oversight Subcommittee calling ViX. iiiembeis on the carpet lor cer- tain actions in othce, legislation on areas ol improvement tor regulatory agency officials has been introduced in the House. A bill by Representa- tive Orin Harris (D-Ark.), calls tor an FCC code of ethics to be pub- lished in the Federal Register six months ioUowing passage by Con- gress; Presidential power to fire a commissioner for neglect of duty or "malfeasance in office;" the abolish- ment of honorariums lor commission- ers. Representative Henry Reuss (D- Wisc.) has introduced a bill along similar lines but additionally recom- inends a salary increase tor commis- sioners and the extension of an FCC term of office from the present seven to 14 years. 12 U. S. RADIO June 1958 the ^/^^ THIS MONTH: GEORGE B. STORER President of Storer Broadcasting Co. Business Enterprise, Service Build Major Station Group As the first group owner to acquire the legal limit ot seven radio stations in major markets, the Storer Broad- casting Co. is today placing increas- ing emphasis on the ingredient that builds a station image — community service. Spearheading the progress ot this company is its founder and president, George B. Storer. It was in Toledo, O., in 1912, that Mr. Storer first became acquainted with radio — an owned and operated "ham" outfit. Today, his broadcast holdings extend to seven radio and five tv stations. Mr. Storer follows a policy of "developing maximum service for each station owned ... to build the value of the company's outlets and to grow into increasingly larger sta- tions and markets." Although his stations have been founded and built on effective busi- ness practices, Mr. Storer takes not- able satisfaction in the community service projects of each of his seven radio stations. Big Brother Move- ment, symphony orchestras, 4-H Clubs, a Junior Citizen Group and many others; anything, in fact, that gives the broadcaster that "unusual opportunity ... to actually do some- thing about making his home town a better place in which to live." Mr. Storer applies to his broad- casting operations the same sales- manship and imagination that made him a success in the oil and steel in- dustries. His first station, as a mat- ter of fact, was an outgrowth of his Fort Industry Oil Co. Searching for a means to increase the growth of the oil firm, Mr. Storer in 1927 intjuired abotit the infant mediiuii radio. Negotiations for some advertising on a little, 50 watt Toledo station, WTAL, ended with his piuxhase of a controlling inter- est in the property. The call letters were changed to WSPD — to suggest Fort Industry's "Speedene" gasoline. That same year, Mr. Storer moved to Detroit to take control of a firm now called the Standard Tube Co. He continued in his oil business and also operated- — on a lease of .'3)200 a month — WGHP Detroit. That sta- tion later became WXYZ, after its sale in ihe early 1930's. Broadcasting became Mr. Storer's major interest in 1931 when he sold his oil interests to Standard Oil Co. of Ohio. As the Fort Industry Co., Mr. Storer and his colleagues built CKLW Windsor, Ont., in 1933, .sell- ing it immediately to Canadian in- terests. WVVVA Wheeling, \V'. Va., was purchased about that time. Today, the company's radio sta- tions include WSPD: WWVA; WAGA Atlanta, Ga., bought in 1940; WGBS Miami, 1944; WJBK Detroit, 1947; W}W Cleveland, 1954, and \VIBG Philadelphia, ac- quired in 1957. • • • MORE IN BUFFALO WGR Radio's mobile STUDIO 55 travels each week to a different high-traffic location — a super market, a County Fair, etc. WGR D.J.'s John Lascelles, Warren Kelly and Frank Dill broadcast live from STUDIO 55, attract thousands with their personal appearances and contests. Thousands of passing cars see the trailer and the crowds, instantly turn on their radios. Over a million cars and a million homes in this $4 billion market. WGR covers the New York State Thruway too, from Ohio to Syracuse, with a loud, clear signal. Add our Canadian coverage and you've got a combination that can't be beat! ABC Affiliate, Represented by Peters, Griffin, Woodward lATGR BUFFALO'S FIRST STATION SYMBOL OF SERVICE A TRANSCONTINENT STATION WROC-TV, Rochester • WGR Radio. WGR-TV. Buffalo • WSVA Radio, WSVA-TV, Harrisonburg WNEP-TV/ WILK-TV, Scranton-Wilkes-Barre U. S. RADIO June 1958 13 SINCLAIR REFINING IS SOLD ON SPOT. . . FROM HOME OFFICE... ^''Driving today? Remember to drive uith care — and buy SINCLAIR — Poner-X Gasoline.'" Slotted to reach the mo- torist at breakfast and enroute to and from work, that 5- second reminder will be broadcast 525,200 times in 1958 — the biggest campaign, for size, scope and duration, in Spot Radio history. "Spot,*' says SINCLAIR REHNING company's Vice President and General Sales Manager, Louis W. Leath, "is doing a great job for SINCLAIR." To boost coverage and frequency, yet keep to a reasonable, afford- able budget, SINCLAIR REFINING switched to Spot. The same allocation that had purchased only scattered Radio-TV program- ming in about 100 major markets now brought SINCLAIR satura- I'holij by Murrii H. Jajc tion schedules in those same markets — 40 to 250 spots a week, 52i weeks a year — plus sizable weekly campaigns on a year-round basis, in 350 additional markets. Totals: 450 cities; 900 stations; 10,100' announcements per week. And in every market served by SINCLAIR and by an NBC Spot Sales-represented radio station, SINCLAIR uses the NBC Spot Sales station! Standing, left to right: Louis W. Leath, Vice President and General Sales Manager, Sinclair Refining Company; Jack Price, Radio Spot Sales Representative, NBC Spot Sales. Seated, left to right: Stanley F. Ellsworth, Vice President and Account Executive, Morey, Humm, & Warwick, Inc.; James J. Delaney, Adver- tising Manager, Sinclair Refining Company; Reynolds Girdler, Director of Public Relations & Advertising, Sinclair Oil Corporation; William L. Wernicke, Radio-TV Vice President, Morey, Humm & Warwick, Inc. .^mA rO SERVICE STATION,, , •I Chicago, where radio station WMAQ plays a major role |i the SIISCLAIR schedule, George Gaudio, operator of the inclair station at North Avenue and LaSalle Street reports: My customers tell me they hear the Sinclair radio com- lercials, and I know those spots have hrought me business. i[y customers are in automobiles and they listen to their idios, especially WMAQ. Personally, I know of no better ay for Sinclair to advertise the products I sell." questionnaire sent to SINCLAIR marketers brought a request om 95% of them for continued use of Spot Radio, along with erwhelming confirmation of rising sales throughout SINCLAIR rritory. And SINCLAIR men agree right down the line: in the markets served by NBC Spot Sales-represented radio stations, credit for this campaign's tremendous success belongs, in large part, to those stations. Left to right: Howard Coleman, Manager, Radio Station WMAQ; Carl K. Foster, Manager Sales Promotion, Central District, Sinclair Refining Company; George Gaudio, Sinclair station operator, Chicago. NBClSPOT SALES PITTSBURGH -WAMP ST. LOUIS -KSD CLEVELAND -WHK SEATTLE-TACOMA-KOMO LOUISVILLE -WAVE SAN FRANCISCO -KNBC CHICAGO -WMAQ HONOLULU -KGU NEW YORK-WRCA PHILADELPHIA -WRCV WASHINGTON -WRC look what I. If ^ we've *' got" r Our advertisers — spending more and more on wice — are in every category: foods, beverages, cigarettes, soaps & cleansers, drugs & toiletries, automotive, service, etc.. etc What these advertisers all have in common is a great huy: wicc delivers more listeners per doli.ir than any other station in the Greater Providence Metropolitan Area. We delner this buying bonus because listeners go for the Elliot programming: more music . . . more news . . . more often. To get your share of the Providence business, get the whole story on wk f. It's wrapped up in a new color film you ought to see. For a showing right in your own office, write us or Avery-Knodel. 'Tim EHiol. Pres. "Jean EMiot. Vice-Pres. GREAT INDEPENDENTS • GOOD NEIGHBORS A PROVIDENCE, R. I. .ions AKRON. OMIO WCUE National Shoes .M\ hcarliist (oii-^ratiilalions on your exccllcm haiuiliiif^ ol llu' fi-ature on Na- tional .Shoes in the .May issue. It pres- ented a tlioroiigli ami authentic picture of this company's use of radio. You are making a valuable coiurilni tion to a better iniderstanding of radio as an ellective ac!\crtisiii,n inediuin. Milton Guttenpian Vice Presidenf & Accf. Supv. Emil Mogul Co. New York Agency Use Inasiiuuli as we are Mire i'. s. radio will be valuable to us in our business, we would like iierewith to enter our subscription for two years. Congratula- tions on a fine new eilort in the trade publication field. Stewart Spencer Tobias & Co. Adverfiiing Charlesfon, S. C. Cungratulalioiis loi tiie job you're do- ing with "the inoiuhly magazine de- voted 100 ])ercent to radio advertising." Marion Harper Jr. President McCann - fr/cAson Inc. New York Radio History \our ailich on the jjiclure history ol radio, Riidio^ /■n\l >.S' Yrats (May 1958), certainly redetis some of the wonderful moments of early radio. It is a most commendable piece. However, your writers have . . . overlooked "The World's I'irsi Radio .Station." namely, WVVJ. Don De Groot Assistant General Manager WW J Detroit, Mich. Sales Opportunities I have just finished going over Radio's Future Sales Opporlunilies (May 1958) and I think you have done an excellent job ol pointing out the way in which we and some ol our worthy competitors are working to develop new^ and bigger ra- dio sales. Arthur H. McCoy Enecutive Vice President John Blair & Co. New York Canadian Fm I have read with considerable interest a number of issues of your excellent magazine and would like you to con- sider this as my subscription for one year. 16 U. S. RADIO June 1958 THE EDITOR Today I was re-reading the December 1937 issue and in particular the article on Fm — Tlie Frustrated Medium. Fm has a tremendous future in Canada. R. D. Munro Sales Manager Radio Represenfafives Lid. Toronto, Canada Department Stores Sinte \\L- arc lortuiiate enough to carry Globe Store schedules, which rep- resent more than 90 percent of its en- tire radio and television budget, we know you won't mind our pointing out that we w-ere not credited in your ex- cellent Department Store article in the April issue. R.AB has put out an extensive pro- motion piece on Globe's schedules over WEJL. Cecil Woodland General Manager WtJL Scranfon, Pa. In the list of department stores that use radio in Arkansas, we note that Hot Springs National Park w'as not listed. I realize that this was a sampling of 500 stores, but I thought you would be in- terested in knowing that Richard C. Foster Jr., manager of Sears Roebuck & Co. in Hot Springs, has consistently used KBHS radio for an average of 140 spots per month. He is now well into his sec- ond straight year. E. J. Kelley l^/'ce President KBHS Hoi Springs, Ark. Bache Story In your March issue you featured a story on Bache, illustrating their use of radio. We have had a Bache office in Oil City longer than WKRZ has been on the air (13 years). In that time we have been unable to get to first base in sell- ing them a spot or a program schedule. Seizing upon your magazine, we called upon the local manager, who indicated extreme interest in the possibility of broadcasting stock market reports twice daily. Our proposal was forwarded to the New York office and was returned with the notation, "VV^e have situations where we have stations giving this information to their listeners free of charge, credit- ing us as the source." My question is, all loo many times, why do we give some- thing away that has sales ability, particu- larlv to those who can well afford to pay? R. Edward Erickson Manager WKRI Oil City, Pa. ^-/.6 aUUfiCfi "you're in good company -f ^ ^ The names on the bcxird are just a teu ot ihj national accounts we serve in the rich Akron district. These smart advertisers come to cl t, slay on cue for two simple reasons: We deliver 11.7% more listeners per dollar than any other station in the Greater Akron Metropolitan Area. We help convert these prospects into customers through extensive mer- chandising tie-ins with the biggest food chain in Akron. The whole story of wcue is on a new color film we've just com- pleted. A note to us, or Avery-Knodel, will fetch you a print or our latest Akron Market Data Book. They make it very clear that if you want to increase your business in Ohio's fourth mar- ket, you belong in this line company — on cue. THl ILLIOT STATIONS PROviOCNCC. R L W IC E 'Tim Elliot, Pres. "Jean Elliot, Vice-Pres. GREAT INDEPENDENTS* GOOD NEIGHBORS U. S. RADIO June 1958 17 First on the Philadelphia scene . . . yet known throughout the nation ssssa^san .and ^WIBG is /irst in Philadelphia Radio ! Betsy Ross made the first American flag here . . . and now Philadelphia hails a new first! WIBG-RADIO 99 commands first place in average audience in the nation's 4th market Mondays through Fridays, 7 AM to 6 PM, leading all other stations!* Hoist your flag to WIBG, where the highest audiences mean highest results ... at the lowest cost per thousand in ye olde towne! >*0% i^&r 1^1 WIBG VS/WVA WAGA >VGBS Philadelphia Wheeling Atlanta Miami WIBG Call Jack Mahoney or KATZ for availabilities •C. E. Hooper, March- April 1958 iO >VSPD Toledo >VJ^V >VJBK Cleveland Detroit Total Transistor Output 65,000,000 k. .VVi Estimated 1958 28,738,000 $69,739,000 12,840,000 $37,352,000 3,646,802 $12,252,741 1,317,327 $ 5,122,266 1954 1955 1956 I FACTORY UNIT SALES 1957 1958 ■ DOLLAR VOLUME Tiny Key To Tomorrow's U.S. RADIO • JUNE 1958 Radio June marks the transistor's 10th anniversary. Its development, radio forces believe, is creating a media revolution. Transistor production for radio sets is skyrocketing. A new era of personal radio saturation is in the making for radio broadcasters and advertisers. It is being brought about by the development of the transistor — mighty mite of the electronics age — which this month celebrates its 10th anniversary. The number of transistors ear- marked for radio sets has been steadily increasing. In 1958, esti- mates show that the largest single share of transistor output, 38.5 per- cent, will go to radio. It doesn't take much figuring to U. S. RADIO June 1958 19 ^) RCA has exhibited this model of a five-tube transistorized radio In a two-ounce fountain pen case that holds batteries and antenna. realize that, based on projections lor 1965, a media revolution is on the hori/on. Radio's "personal" or "com- panion" role will be greatly ma<^- nified. The radio set, i)ecaust' ol its new compact si/e, will be as portable as a pair of shoes. In the home, it will be as connnonplace as the ash tray. Out oi the home, it will l)f taken to work, to the store, to the beach or picnic . Nobel Prize It was just a decade ago that a de- vice created by three physicists at Bell Labs w'as unveiled to the world. It was called the transistor — lor transfer resistance. For their efforts, John Bardeen, Walter Brattain and William Shockley were awarded the Nobel Prize in physics in 1957. So swift has been the recognition 20 This wrist-watch radio transnnits sound. A sim- ple process, based on commercial demand, could turn It Into a ri'C?lver of airwaves. ol this discovery's vast application and utility that Bell estimates tiie transistor has accomplished in 10 years what it took the vacuum tui)e 10 years to do. More than its media sigiiilu aiu e. this device, smaller than a dime, is creating an industrial revolution. It is helping industry do jobs it could never do before. It has created whole new lines of products lor the consumei . .\nd not without special meaning is the fact that the transistor is shap- ing new and exc iting types of radio sets. Already there is a vest pocket radio. RCA has exhibited a foun- tain pen radio and the military is using a wrist-watch radio that tran,s- mits sound. 1 he conversion of the latter set to a receiver is a simple matter that can be brought about by sufficient conmieicial demand. .\ handbag radio also has been experi- meiued with. For the laclio industry, this will soon mean the fulfillment of the "ladio is everywhere, all the time" dream with vast implications on pro- gramming and sales methods. For the achertisei. this will mean satu- latiou ciic Illation ol such dimen- sions thai radio's ease in reaching the .\merican consiuner at any point in the day will be a cardinal lule ol limebuying. Glimpse at Figures A glimpse at the liguies illustrates iiow ladio is benefiting from this discovery. Bell estimates that, based (>n 1957 evidence, lactoiy transisloi sales should total ()5 million in 1958. The largest share of this, 25 million, is for the enlertaiinnent field which consists almost eiuirely of radio, with soiTie phonographs. .Mthoiigh these figines appear a little slaggeiing, they are actually no surprise. Ever since the transistor's invention, it has played an increas- ingly important role in the life of ladio. Electronics Industries Association estimates that in 1956 about 18 per- cent of transistor production went to radio sets. Last year the figure was more than 28.7 percent. For the first quarter of 1958, about 18 percent of transistor production Avent for radio sets. It is expected that this will level off slightly by the end of the year. Projecting the significance of in- creasing transistor production into the future, it can be seen that the real impact is yet to come. Estimates at Bell on the factory sales of tran- sistors for the year 1965 vary from 300 million to 500 million. The con- servative figure is from Bell Labs and the more liberal is from the Bell .Svstem. U. S. RADIO • June 1958 Transistor Radio Production AUTO RADIOS 5,057,409 TOTAL 1956 16% TRANSISTORS 848770^ 5,495,774 TOTAL 1957 51% TRANSISTORS 2829319) PORTABLE RADIOS 3,1 12,558 TOTAL 1956 m 31% TRANSISTORS 985 704 3,265,328 TOTAL 1957 49.3% TRANSISTORS (1 61C916) Source: Electronics Industries Association Assuming that the percentage ol transistors used tor radios remains the same, 38.5 percent of the 1965 estimates would place total transis- tor output for radio between 115,- 500,000 and 192,500,000. With an average of six transistors to a radio set, transistors alone should account for between 19 and .^2 mil- lion radios by 1965. Ciomparing this with the all-time record of 15.4 mil- lion total radio sets produced in 1957, the discovery of this semi- conductor device assumes its real sig- nificance for the radio advertisin;^ field. Changes in St-ore What does this era ol personal ra- dio saturation hold for broadcasters and advertisers? These innovations will bring about changes in radio jjrogram- ming. A sampling of broadcaster opinion reveals that there will be a greater place for service features: more news, weather and time slots. Increased traffic and public transpor- tation bulletins also will be needed. The advertiser will find a vastly increased radio audience. It is esti- mated that every fointh person ^valk- ing down the street will be radio equipped in the market of tomorrow. The 8.5 million portables in use now will easily I)e doidiled if not tripled by 1965. illustrating Trend The trend in thisdireclion is illus- trated by the growth ol transistor production the past few years. Al- 1 hough developed 10 years ago, the transistor did not come into com- mercial production prominence ini- til 1956. According to Electronics Industries Association, transistorized radio output is being utilized to the fullest for portables and aiUo sets. Production of portables in 1957 amounted to .8,265,328, ol whiih 1,61(),91(), or 49. .83 percent, were transistorized. The year before tran- sistorized portable outpiu came to 31 percent of all portable produc- tion, or 985,704 of 3,112,558. The development of the transis- torized auto set has made the car radio portable in that it can be taken out of the car and listened to. In 1957, of the 5,495,774 car radios produced, 2,829,319, or 51 percent, had transistors. In 1956, the tran- sistor proportion was considerably less. There were 5,057,409 auto ra- dios made, of which 848,770. or 16 percent, were transistors. For 1958, the boom is continuing luirestrained. Factory sales of tran- sistors for the first quarter were up 76 percent over the similar period last year. In fact, for the first quar- ter of 1958 there was one transistor sold for every nine receiving tubes compared with one transistor for every 25 receiving tubes in the first cpiarter of 1957. Output Is Licensed The manufacture of this device is under license to Western Electric, which is the manidacturing arm of American Telephone R: Telegraph Co. Each of the two companies con- trol half of Bell Labs. There are actually 36 companies licensed to produce the transistor, .\mong these are: RC.\, General Electric, Westing- (Cont'd en p. 52) U. S. RADIO June 1958 21 And ^/u^ieiL Wnf O.B.M. a/^ ^ TETLEY '85%' Ogilvy, Benson & Mather re- commended that Tetley in- crease its radio spending when the agency took over the account three years ago. It To Radio The air medium's role has grown along with the tea company itself. Tetley reports that its market position has advanced hem fourth to second place brardd in the U.S. 22 U. S. RADIO • June 1958 Tetley Tea Increased Radio Spending 375% *" Past Five Years . . . . . . While Total Ad Budget Increased Only 65% in Same Period In the last five years the Tetley Tea Co. has jumped its radio expenditures 375 percent as contrasted with an in- crease in total advertising appro- priations of 65 percent for the same period, according to Edward C. Parker, president. During the same time the company states it has risen from the fourth to the second place brand in the United States. Air. Parker predicts that in the fiscal year ending April 30, 1959, Tetley will spend $1.1 million in ra- dio, while in the 1953 to 54 fiscal year the tea company allotted only $300,- 000 for the air medium. At the j^res- ent time Tetley is marking 85 per- cent of its general advertising budget for radio, with additional funds for merchandising and promotion going to point-of-sale displays and coopera- tive advertising. Tetley is part of an industry that over the past several years has gained increasing acceptance in the American home. Today Americans drink an average of about 20 bil- lion cups of tea a year, according to the Tea Council of the U. S. A. Inc., New York. At least six billion of these are iced tea. Over 100 mil- lion pounds of tea are imported into the U. S. each year, making America the world's second largest tea drinking country after the United Kingdom. The firm's claim to second place for the country as a whole is a par- ticularly noteworthy achievement in view of the fact that Tetley confines its distribution to the area east of the Mississippi. In this region Tet- ley accounts for 70 percent of all tea sold, Mr. Parker states. In the last 12 years the company has multiplied its sales volume two- and-a-half times, he says, and sales have increased by 10 percent in each of the last two years. Mr. Parker states, "We started us- ing radio in the 1930's, sponsoring the soap operas, and have been in it almost continuously ever since. Re- cently we have been using more and more radio on a spot basis and ex- pect to continue to do so." Tetley, through its agency, Ogil- vy, Benson & Mather, Ne^v York, buys radio time in 90 markets over 250 stations averaging 50 to 75 spots per week in each market. W^hile the tea company relies heavily on local stations, it does sup- plement its radio schedule from time to time with network buys. Just announced is the firm's $200,000 ]jurchase of 106 stations on the CBS network. Tetley bought sponsorship of five weekly five-minute units of Columbia's daytime dramatic series. According to Martin Kane Jr., OBM account executive, the contract is for 52 weeks starting last May 21. The stations being used are, of course, in Tetley's distribution area, east of the Mississijjpi. When the agency was awxiJed the account three years ago, accord- ing to Mr. Kane, it recommended that the tea company sid)sianiiallv up its radio spending. Mr. Parker believes that radio has been responsible for "a good part of Tetley's sales increases." He cites four major ingredients in selling success- fully— quality, sales force, packaging and pricing, promotion and adver- tising. "W^e have a quality product and an excellent sales organization," Mr. Parker comments, "but if our success is partly due to good adver- tising— and we believe it is — then radio must take credit, since it gets most of om- ad money." Mr. Parker, in explaining Tetley's U. S. RADIO June 1958 23 choice of radio, states, "With our agency we set up a standard of values to judge media. To do a good, thorough selling job for Tet- ley a niediuni had to meet four basic requirements. It had to provide deep penetration and impact, fre- (piency of impression, broad phys- ical coverage and the utmost ile\il)il- ity. Within the limits ol our budg- et, radio met Tetley's basic require- ments best of all ad media. Radio seemed the logical choice for us." The tea company lias looked to the air mediiun as the best solution tcj several knotty advertising and marketing problems, not the least of which is the need for economy. Mr. Parker explains that Tetley sells only one product, while its major competitors have other products to share the cost of selling and advertis- ing. The firm also has less money available for advertising, he points out, as compared with its three [irin- cipal competitors which are divisions of larger corporations; two of these are national. "For these reasons, among others, we look to radio for economy comi)ined with mass cov- erage in our distribution area." Broad physical coverage is essen- tial to reach tea drinkers in small cities and rural areas that are only "lightly covered by cither media," Tetley's president points oiu. The utmost llexibility in an ad- vertising medium is alscj vital to the tea company because its one produc t has to be sold in two different forms — package tea and tea bags — and ioi two differciu pmposcs — hot lea and iced tea. ".X situation that creates countless marketing and advertising dilfic iilties." .\m()ng tliem arc problenrs ai ising from the fact that 10 percent of New Englanders and 27 percent of Mid- dle .\tlantic people chink hot tea daily contrasted with only 10 per- cent of the population in the .South- ern states. As regards iced tea the situation is almost reversed, Mr. P.n ker says, with 75 to 85 percent of Southerners drinking iced tea and approximatelv 17 percent of New Knglanders. The diversification )ec|uires a me- dium that permits copy to be tailored to the iccpiirements of each market at dillereiu seasons of the year and allows copy to be changed on a momciu's notice wlien neces- sary. "The mediuiii we use also has to liave a flexibilit\ that ]jcrnu'ts us to Edward C. Parker, Tetley president. Martin Kane Jr., OBM account exec. hcavy-up in certain sections of the country during the hot tea season and other sections during the iced tea season. Rut at no time during the heavying-up period," .Mr. Parker siiys, "can we completely neglect the test of the coinitry." Tetley's biggest sales vohunc lies in lour main areas: New England, New ^()lk, the Philadelphia ter- ritory and the region smrounding the Atlaiua sales ollicc, says OH.M's Mr. Kane. Otiier district ollices are located in Detroit: fiuttalo, N. Y.; l?oston: Pittsi)iugh. Pa., and Haiti- more, .Mel. Mr. Kane says that Tetley's radio philosophy necessitates comparable expenditiues both in areas wlure let ley sells well and in sections where sales can be improved. "We have areas in which we arc iiuu h strongei than others. Within oiu maiketing area, we do not do a general overall business," Mr. Parker states. "While in some sec- tions we are easily a strong first, in others we have a hard .selling job to reach this same position. "We want to reach present tea drinkers, certainly," Mr. Parker says, 'but we also want to convert non- tea drinkers. Hence, in addition to cconomv, broad coverage and flexi- bility we must have deep penetra- tion and impact in our advertising medium. .Most adults chink tea, so one c)l our main proljlems is to get people to drink it at an earlier age. Also, almost twice as many women as men consume our product, so we are primarily interested in reaching the ladies without neglecting the men." Mr. Kane says that most of Tet- ley's radio time is bought during the morning and late afternoon to reach women. There are scattered spots throughout the day, but only rarely does Tetley buy in the evening hours. About 80 percent of the one- minute spots are bought on Wednes- day, Thursday and Friday because 24 U. S. RADIO June 1958 ol the popularity ol late-in-the-\\eek grocery shopping. Tetlev promotes as nianv mer- chandising and point-of-sale displays as it can, and the agency is delighted when it can get an in-store display along with its radio buy. The tea company also sponsors contests con- tinuously. One of the most popular is an add-a-last-line to the jingle (ompetition for which the winner is given a tea party for 50 of her friends in one of the town's hotels. The local di.sc jockey or other per- sonality acts as host. At other times the winner receives a silver tea serv- ice, a household appliance or a re- cord album. Tetley's commercial copy is pres- ently featuring the theme, "Tiny tea leaves from at least 22 plantations go into every Tetley Tea bag." This impression of quality and variety is often given by means of a dialogue between Albert Dimes, the Tetley Tea taster, and a new taster whom he is cmrently breaking in. There is an interchangeable last line refer- ring to either iced or hot tea, de- pending on the season of the year and the market. The commercials usually close with a jingle tag. One of the most recent campaigns is for the family-sized tea bag that contains the equivalent of four or- dinary tea bags. While this vari- ation came on the market about a year ago, the company is pushing it in its radio commercials for the first time this summer. Tea bags now comprise about two thirds of the company's output with loose tea making uv the rtvst. Tea bags, according to Mr. Parker, have been widely sold in this countrv since the middle 1940's and are ac- cotinting for an ever-increasing per- centage of tea consumption. "New liomemakers seem to start right out with tea bags," Mr. Parker explains, "\\hile the older housewives remain loyal to packaged tea." North of the Mason-Dixon line 80 percent of Tetley's weight sales are in tea bags, he says, and in the south the opposite holds true with 70 percent of the firm's sales coming from packaged tea. Tetley has been selling tea in this coimtry since 1888. The firm is Eng- lish in origin dating from 1837. The parent company now distributes in Norway, Sweden, other continental countries, the Union of South .Vfrica and Israel, in addition to Great Britain. When Tetley first opened its doors in New York it was sold in seven department stores in major Eastern cities. Now it can be bought in thousands of food stores east of the Mississippi. • • • VfOOD and Grand Rap TETi-E'! .ds Housesvv 1-£.h are giving a tea pa^ tv to 3 me / Vucky ie ,nd «^«^V "^'" As of hers. be the ^•inne! pERHAHS it be sure^your four customers lUbe one oi yo^r cus V,-ho v/i^^ itomer So you v.'i LPPI^V .11 be buymg "^' TEA ample re a %a help Ihem '•"i" the T XT LEV TEA nd mo OOD re t ETEEV lEA . v< Tea Party. This station promotion for a Tetley Tea party is typical of the merchandising tie-ins sought by the company and its agency. The disc jockey is usually host. ['. S. RADIO June 1958 25 Co-op is a major ad budget factor. Parent oil and tire companies contribute an average of 40 percent to gasoline and service stations l-'i(»iii Jackson, Miss., to Jackson, Mich., small busi- nessmen who operate gaso- line and service stations are learning — with the help of co-op money from their ]iarent companies — they can enjoy the impact of radio's reach. A steady advertiser, lor example, over WJQS Jackson, Miss., is j.I^.'s Super Shell One Stop Service. From time to time it has promoted every- thing from tire sales to a lawn mow- er repair service. And, according to the client, radio has "brought di- rect results consistently." "Direct results consistently" are usually the fruit of consistent radio advertising, a u. s. radio survey on the use of the medium by gasoline and service stations in more than 150 communities around tfie nation in- dicates. But in most cases it is not 26 U. S. RADIO June 1958 How Radio Helps Reach Prospects The Motorist Filling stations can reach him at peak morning and evening "driving times" through car radio The Tourist Car radio reaches him as he enters the community to suggest where he can purchase his auto service The IVIale The largest purchaser of automotive goods and services is best reached zvith news and sportscasts The Nighttime Traveler The 24 hour schedules of many radio stations make it possible to reach him at any time of the night Filling ^em Up With Radio ])ossible without some co-op help — usually about 40 percent of the total outlay. "There is scarcely a major brand that is not using radio in our mar- ket," says N. H. Alberstein, commer- cial manager of AVKHM Jackson, Mich. "We enjoy very fine business relations with gasoline and service stations, but we deal through the distributor rather than the individ- ual stations." Gasoline stations are taking in- creasing advantage of the sound me- dium, the study indicates. They are learning that radio is often the best Tvay to reach the audience that buys gasoline and automotive products: • The motorist — directly throuoh car radio and especially at peak morning and times." evening "driving • The male, largest purchaser of these goods — through news and sports programs. • The tourist, in transit through the community — through car radio. • The nighttime traveler — through the 24-hour schediUes of many radio stations. Another arguing point of the ra- dio salesman stems from the very lack of ad money that the filling sta- tions can make available. Their small advertising budgets mean, in general, they can use radio or newspaper — but not both. By pro- moting grand opening and sale day satinations, radio has found a way to prove its claims of vaster audi- ences. And a definite pattern is indicated in the study as to the resvilts of these promotions: Once a gas station has given radio a solid trial it is bound to become a good customer. How- ever, the pattern also shows that not all of the gas stations have been educated by the radio facts of life. One of the chief problems, gas sta- tions argue, is that the margin of profit is too small to afford advertis- ing on a continuous basis. They say that even Avith co-op help there is too much competition from other serv- ice stations to make advertising worth\\'hile. "Local service station men do not advertise to any extent with any medium in our area," reports Elzer Marx, general manager of WITY Danville, 111. The initiative to adver- tise, he says, must come from the ra- dio station and through the parent oil firms. "The service station people argue U. S. RADIO June 1958 27 that they sell gas, oil and st'r\i(cs and that advertising is someone else's business," he continues. "We make our presentations to the agencies antl the mother companies, but we leel the gas stations could profit by what we know about the market, the ra- dio area, the audience and the habits of drivers." The list ol filling siati()n> that have profited by this knowledge, and profited in a big way, continues to grow. Terrific results have been achieved through the saturation pro- motions, which in many cases lead to a contract and steady, satisfying results over a long period cjf time. "Cirand o]jenings of service sta- tions have been phenomenal," de- clares Esther .Shepherd, general man- ager of \VA.\(. Add. C;a. An ebul- lient comment, but one that is echoed by a majority of station peo- ple who reported them to l. s. radio. "The most dramatic results," says Adrian DeV'iies, owner of RCLX Colfax, Wash., "have been cnjoved through direct broadcasts at grand oj^enings oi new gas stations in oui area. Dealers are most happy with radio's pulling power which packs the pe()])le in loi special attractions and 'sell-a-thons.' " Gary C. Davis, president ol WHl'l-; High Point, N. C., claims that as a residt of several grand o]jening broadcasts for local Gulf stations "we made many friends for each new dealer. Fcjr these promotions we run hall-hour broadcasts directly from the service station," he reveals, "and each five minutes we announce that the first car to drive in and honk the horn will get 10 gallons of gas." An "Operation Saturation" pro- motion offered by WTRC Elkhart, Ind., "has develojjed results for Sin- clair, Gulf and Shell dealers," says Don Freed, commercial manager. WLEC Sandusky, O., tried the saturation technique for the grand opening of a Marathon station Avhich was competing with two oth- er grand openings in town thai dax. "Both of the others used newspaper as their medium. " states General Manager Jay Wagner. "Our adver- tiser crmipletely outdrew them both using 22 spots in two days. "He had nearlv 800 persons regis- ter in one day and pumped 12 times the nonnal amount of gasoline. In addition, he sold foiu" sets of tires plus many other items including batteries and accessories. The most important thing is that many of his opening day customers are ncjw reg- ular c iistoniers." Canadian Promotion )()e lUicUi, assist. (lU niaiiagei ol GJOC Lethbridge, .\lberta, reports that with 21 spots aired dining llu- week prior to a Saturdav opening of a Glendale Royalite Service Station, and with II five-minute shows direct iioni the jjremises dining the open- ing. 5, '110 gallons of gas were sold. I he average lor a single day in thai area, the station says, is 600 gallons. The success in promoting these openings points up anothei out standing hut \\hich coines to light in the study. .\s noted abo\e, many stations can afford a one-shot satura- tion ol this tvpe but cannot beconu advertisers on a regular basis with- out some co-op heljj — usually about iO percent of the total cost — from the national or regional firm. William F. Russell ol WKYW Louisville, Ky., illustrates the im- portance of the co-op supjjort: "One major oil company, for ex- ample, for several years contracted foi two quarter hours per day in three-month agreements. Our sales- men, with the company representa- tive, would then contact the individ- ual gas stations and sell the quarter hcjurs, one to each gas staticjn. "The companv," Mi. Russell con- tinues, "paid one hall. Theielore the cost of one c| iiar t er-liou i per week to the small operator was af- fordable, especially since the local dealer could take advantage oi the parent firm's frec|uency discount. "We billed the company; i)iit when an order lioiii the company slopped this procedure tiie l)i!ling was made to the indi\icliial. It al- most doubled the iiulix idiial cost. .\h)st diopped out." "The original an a ngemeiit. " he notes, "did a fine job selling the bland — and each dealer got his money's woiili. " Even where co-op is available, things do not always run smoothly. WRHI Rock Hill, S. C, for instance, has several filling stations on the air, almost all on a co-op basis. 'We go to considerable trouble to set up these co-op deals," reveals Harper S. (iaull, ccjnmiercial manager. ".Some companies will co-op any kind of advertising, others want spot only, and still others want lo co-op only lires, i)aiteiies or accessories. It takes a Philadelphia lawyer to kee|) up with what will and will not go." H. .M. Solomon, manager of WNBH New Ikcllord, .Mass., notes that while "there is co-op available, usually .50 percent, dealers shy away because manulac Hirers want to push their products while stations want to promote service." Agreeing that most stations' budg- ets are "too limited to do the right job on radio unless co-oj) is forth- coming," James F. McDonough, vice ])resident of WROD Daytona Reach, Fla., says that the co-op money "is often too little lo do enough." When co-op is available in work- al)le amounts, radio has come through with the promised results. An example is WBBC Flint, Mich., which reasoned that "service stations 28 U. S. RADIO June 1958 be sold cooperatively since, as a rule, no one ol them can afford enough advertising to make an impact." VVBBC has sold 26 weeks ot 25 five- minute newcasts jier week to the Cochran Oil Co. of Flint and 25 of its affiiliated Sinclair stations. To in- crease listenership, the radio station started a contest and the service sta- tions called attention to the shows with posters. Douglas Cochran of the distribut- ing firm, in informing the Sinclair offices in New York of the arrange- ment, commended radio for "the strength of our business increases" and predicted that in the long run it would be "outstanding in boost- ing our sales." And the results of the purchase of morning news six days a week over WKAB Mobile, Ala., brings this comment from the manager of the Big "S" Shell Station: "When the advertisements began, we were pumping approximately 400 gallons of gasoline per day," says Jeff Thompson. "After a short time our sales had increased to approxi- mately 600 gallons per day. Besides gasoline, other sales were up consid- erably." The service station used no other form of advertising. What does a service station ad- vertise to keep the regular custom- ers driving in? This is the question that is continually asked of the radio salesmen. The answer, as expressed by Don G. Bennett, station manager of KREW Sunnyside, Wash., is to "find the one main reason why customers should trade with you rather than with the other stations." The reason can be a lower-priced car wash, convenient location to stores so the customer can have the car serviced while he or she shops, specials on new products, tire sales. "When you find the reason," he advises, "stick to it." • • • Follow-up promotion is provided by insertions of the client's name in WLOU Louisville, Ky., advertisements carried on the back ot city busses. WBBC Flint, Mich., and Sinclair stations cooperate In a contest promotion which draws attention to the product and to the broadcasts. Here a station owner signs up a customer. U. S. RADIO June 1958 29 1957 Budget for Radio Triples in Year Radio Follows ttie Burke Dowling Adams Inc. vice presidents discuss Delta Miami "blitz" campaign with agency president B. D. Adams (second from right) at their Atlanta, Ga., headquarters. They are (left to right) Bob Bragg, visual director; Ernest Camp, copy director; Jacit Hardy, treasurer, and Howard Schriner, creative director. Mr. Adams personally handles the Delta Air Lines account. Ai Delta Air Lines, radio lollows the flagships. Dur- ing the (urrent advertising year the company is spending three times as much in the sound medium as it sjjent in the previous year. ".\nd I would predict a further inc lease," says George E. Bounds, Deltas dircdor of advertising, "for ihe next \2 months starting July 1." 1 he airline, with headquarters in Atlanta, Ga., operates scheduled flights between 60 cities in the U. S., Latin America and the Caribbean. In the past few years, the sound medium has played an increasingly important role in Delta's advertising program until today it accounts for an outlay approacliing $250,000. "We have added to the number of cities in which radio is used," Mr. Bounds notes. "More recently we have been expanding the use of con- tinuing, 52-week, news programs rather than spot announcement schedules using 90 stations in about 80 cities, including New York, Chi- 30 U. S. RADIO June 1958 Airline employs news programs on a continuous basis in 80 cities and uses spot announcements for schedule changes Flagships cago, Miami, Atlanta, New Orleans, Houston and Memphis." At Delta's agency, Burke Bowling Adams Inc. ot Atlanta, Ga., radio billings are way above last year "or any previous year," according to B. D. Adams, president and Delta account executive. Radio plays an important role in the programs ot Burke Bowling Adams' other clients, including Southern Bakeries, Scan- dinavian Airlines System and Citi- zens & Southern Bank. Versatile Medium "We have found radio to be a par- ticularly versatile medium," states Mr. Adams. "For some clients it is a basic, workhorse medium. For others it becomes more of a fire- horse medium which is called upon in emergencies to beef up trouble spots or to support new products or services." The agency president has praise for radio's manner of doing business as well as the results it is able to achieve. "It has been our experi- ence," he reveals, "that stations go all out to cooperate in urgent situ- ations. This cooperative spirit and willingness to work closely with our client's local people has served to in- crease our regard for the radio me- dium." Besides promoting individual flights with announcements and the "traffic hour" newcasts, Belta also uses spot announcement schedules on 25 stations in 1 1 cities to help launch new flight services. The agency reports that the sound medi- um has proved "highly effective for Belta outside the coimtry, too. in Havana and Caracas." Belta relies on the local announc- ers to air last-minute messages but prefers pre-produced commercials for its news shows and scheduled spots. "We have found," says Belta's Mr. Bounds, "that the local announcer cannot do a dramatization job on a 30-second to one-minute spot nearly as effectively as an electro-transcrip- tion." Belta prefers to cut commercials in advance to fully utilize the dra- matic qualities of sound effects, bringing in the roar of motors, air- port announcements and other sounds. "It helps the station and it helps the advertiser if the commer- cials are prepared in advance," says Mr. Bounds. Prefer Transcriptions Because of its preference for pre- cut and well-produced transcriptions the Belta people have learned how important a properly produced com- mercial can be— and how important a properly trained agency team can be to that commercial. "The increasing importance of ra- dio merits the assignment of the agency's top creative talent," Mr. Bounds asserts. "We feel," he says, "that it is more U. S. RADIO June 1958 31 Edwin H. Bishop, Miami sales mgr. George E. Bounds, advertising dir. The first of Delta's 18-passenger plane jet fleet is scheduled to go Into regular service in early 1958, and radio will have an Increasingly large part introducing them. important now than ever before for advertising agencies to concentrate on improving the caliber of their personnel— especial ly those who write and produce broadcasting scripts. The agencies should spend more," he adds, "to do a better job of merchandising." In addition to electro-transcrip- tions, Delta also places great em- phasis on the value of the spoken word by the local announcer, who relays last-minute changes in flight schedules. Mr. Bounds points to a camjjaign in the Miami area as re- cent proof of what he calls radio's "saturation, timeliness and flexibil- ity." A series of messages was broadcast to the greater Miami area annoimc- ing the addition of nine extra flights U) Cihicago to handle post-Easter vacation travelers. The flights were schedided for Saturdnv and Simdav, April 12 to 18. "On Monday morning, April 7, r. M. Miller. Delta's traffic and sales assistant vice president, telephoned lo disc uss a campaign for promoting iliese (hglils," relates Edwin H. Bisho|), the airline's district sales manager in >riami. "To draw maximum attention in the lastest |)ossible time, we agreed on inunediate conversion of the spots being broadcast by five greater .Miami stations to some hard-sell copy concentrating entirely on the promotion of the extra sections— us- ing the theme, 'Seats immediately available this weekend.' New Copy Furnished "Cieorge Haily of Hurke Dowling Adams was informed ol our plans," Mr. Bishop continues. "He imme- diately furnished new copy to all ra- dio stations involved. The stations accomplished the conversion to the new copy in less than half an hom- after the suggested campaign got under way. The concentration con- tinued through I-riday the lith." Before this promotion, Delia slates, it had never been able to ])in clown its results from radio ad- vertising in Miami. By the end of the special campaign, however, the airline could point to record totals, including a one-day high of \,'M)C} jjassengers who enplaned at Miami on April l.S. "This short-notice, concentrated campaign gave us an opportunity to observe the results of hard selling by radio," dec lares Mr. Bounds. "Ra- dio's adaptability to special situ- ations proved itself in this instance." As an added dividend, Mr. Bishop reports, traffic from Miami to all points on the Delta system increased markedly during the period imme- 32 U. S. RADIO • June 1958 ^1 cliately lollovving the broadcasts. Mr. Bounds adds tliat the agency and advertiser attribute much ol Delta's recent success in the Miami area to "the splendid cooperation and promotional follow-up of sta- tions WVCG, WINZ, WQAM, WCKR and WGBS. " Mr. Adams calls flexibility one of radio's greatest strengths and cites the Miami area promotion as an outstanding example. "In special situations like that," he says, "we can be on the air in a matter of hours with a new sales pitch by merely phoning the copy to the sta- tion. "In Miami, radio filled the bill. We were able to achieve saturation coverage, Irequency of impression, impact and ex(itement at an eco- nomical cost." The Jet Age Delta is now looking forward to the age of jet transportation. The airline states it has ordered 18 jet passenger ]jlanes which, it says, will l)e added to its present $50-milli()n lleet in early 1959. .\nd Delta's jet- age advertising plans call loi more radio than even before. "We feel that in the fiuure ^ve can look to radio to reach additional markets," Mr. Bounds predicts, "and we leel we have an assurance of what radio can and will do. We are looking forward to a peiiod when we can acheve a saturation point in radio in many cities. " Mr. Bounds indicates that since the Miami blit/ campaign, no re- confirmation of radio's pulling power is necessary. • • • M1SNEAPOI.IS Delta operates scheduled flights between 60 cities in the U.S., Latin America and the Caribbean, and has extened radio use to Havana, Carac- as and Ciudad Trujillo. One-minute spots will shortly be aired also in Port-au-Prince. U. S. RADIO • June 1958 33 j^ At a luncheon honoring him as "the father of radio," Dr. Lee De Forest (left) chats with A. Prose Walter, NAB engrng. mgr. NAB Meeting Miss Dinah Shore is escorted to luncheon by Harold E. Fellows, NAB presi- dent. She was honored for her many contributions to radio and television. From a radio man's point ol view, tlie X.\H convention at Los .\ngelcs produced the mosl sound in years. There was ample evidence of ra- dio's tinust into the main strata ol media ranking. And, at the same time, it was shown that if radio is to maintain this momentiun, the jol) of building for the hiture is just l)e- ginning. Oliserved from the mike side, these are the highlights: • A new sales presentation by Radio Advertising Hureau showed that in the individual market of the future 83.9 percent of the bed- rooms will be equipped with radio sets, 70.8 ])ercent of the kitchens, 36 percent of the living rocmis and practically all of the automobiles. • In addition to bringing about a 2G.5 percent increase in national spot in 1957 over 1956, the repre- sentative has l)een expanding his services. Frank Headley, president 34 U. S. RADIO • June 1958 Dr. Frank Stanton, president of CBS (left), receives NAB Keynote Award from President Harold E. Fellows. In accepting. Dr. Stanton called on broadcasters to bear the burden of keeping Americans informed with clarity. Is Radio Active ot Station Representatives Associa- tion and H-R Representatives Inc., declared that 10 years ago 80 per- cent of station representative per- sonnel were salesmen compared with only 40 percent today. The current spot salesman is backed up be a team that performs re- search, promotion and other func- tions. • Matthew J. Culligan, vice presi- dent in charge of NBC Radio, conceded that net\\ork. radio had hit the bottom, but that it is now "a comeback story in the very best tradition." He speculated that by 1960 there will be 4,000 radio sta- tions and conjectured that of these about 750 will be network affiliates who will become the "Tiffanies" of radio, bringing world-wide and national news and events. • Leaders from broadcasting, adver- tising and government stressed ra- dio's role to inform and to inter- pret. • Fm justifiably occupied the largest share of the spotlight in its his- tory. The Fm Development Asso- ciation took a big steji forward in promoting the sale of fm, the me- dium. And a panel session by fm broadcasters traced the recent growth and thorny problems of the mediimi. The presentation by RAB was an informal one, presided over by Kevin V). Sweeney, president, and Jack Har- desty, vice president and general manager. They imveiled new re- search studies on the dominance of radio in tomorrow's market. Mr. Sweeney stated that radio will be the only way the medium-sized adver- tiser will be able to dominate this future market. Among the principal points in the presentation is that ra- dio is strategic in both the time and place people listen. The sound me- diimi has the "last word" before many shoppers enter the store. This argument was backed up by a study that showed that 34.6 percent of all people purchasing grocery products •»\ere exposed to radio the closest to the point of pinchase. Radio is a mediimi with the power of recom- mendation. A study revealed by RAB stated that 90.5 percent of lis- teners have a favorite personality and 69.2 percent will buy a product or service on a personality's recom- mendation. Mr. Sweeney also reported that at least 1,000 national and regional ad- \ertisers used spot or network radio during the first quarter of 1958. More than 75 percent of the top 100 advertisers were in radio during this time, he declared. These facts are part of a new series of quarterly reports on spot and network adver- tisers RAB is issuing to its members. A breakdown of advertiser use of radio in the first 90 days of this year was provided by RAB: 760 adver- tisers used spot only, 133 used net- work only and 97 used both spot and network. The top five national spot adver- tisers during the first quarter were: U. S. RADIO June 1958 35 AB American Tobacco Co., Ford Motor Co., General Foods, Lever Bros, and R. J. Reynolds Tobacco Co. The five top network users were: Bristol-Myers Co., Colgate-Palmolive Co., Ford Motor Co., Grove Labo- ratories and Lever Bros. RAB also revealed that it will spend S950,0()() this year. About 55 percent ol this will be on research and promotion, 28 percent on sales and 17 percent on member service. The growth ol spot radio and the residting increase in services i)y rep- resentative firms was outlined l)\ Mr. Headley. He noted that today there are about 55 independent na- tional representatives that maintain more than .SOO offices and employ more than 2,000 jjeople, of whom more than 800 are salesmen. Repre- sentatives, Mr. Headley said, have ■grown in si/e, depth and complex- ity." In addition to selling, the corol- Marlon Harper Jr., president of McCann- Erickson, tells the convention that broadcasting has an important job in connbatting the reces- sion and vindicating basic democratic premises. lary [mictions ol toda\"s representa- tive, listed by Mr. Headley, are "ad- vertising, publicity and program- ming." The case lor network radio wa>i taken up by Mr. CuUigan lollowing I lie s])()i presentation 1)\ Mr. Head ley. .\lter tracing the lac tors thai led to network radio's decline to the bottom in H)5("), Mr. Culligan said the comeijack was made in the lace ol "great odds." Station Clearances As evidence of this comeback al \ I'lC Radio, he cited these develo^j nienis: Station clearances have im- proved to the point where the pric ing level of the netwoik has iiee i raised Irom 75 percent ol the net- work's dollar value to 85 percent. (In fact, at the lieginning of Max, \BC Radio issued a new rate caid based on this inciease.) Station coiii- jjensation p.ivments to alldiates in 1((5H will ije Iwo-and-a-hail times the amoiinl jjaid in iy5(), he said. 1 he percentage of dollars paid to stations out of network billings (less only agency commission) has increased 45 jjeicent since l!)5('). Mi. CiiIHgan de- c laied. He also advanced three factors that have led to network radio's comeback, .\ffiliate su]jport, noting the improvement in staticjii clear- ances; advertisers and agencies, jjointing out the increasing number of new advertisers (121), and the sujjport of government and industry statesmen. Messrs. (>ulligan and Headley were preceded on the panel by F. C. Sowell, vice president of WLAC Nashville, Tenn., who stated that there is a radio station for every 43,000 people in the U.S. Mr. Sowell declared that "in the final analysis it is the station that tries honestly and intelligently to fill both the needs and wishes of its audience that will receive the highest accolades of the people whom it serves." Merrill Lindsay of WSOY-AM-FM Decatur. 111., chaiinian of NAB's Radio Board, noted the "prodigious" work N.\B has jjcrformed this past vear on i)elialf of its radio mendjer- ship. He stated that am member- ship has increased five percent in the |)ast year to "an all-time high." Ml. Lindsay ex])ressed particular emhusiasm that the number of fm meiiibeis had jumped Irom .128 to olO. Leaders Irom broadcasting, ad- vertising and government under- scored the role ol broadcasting as ]nii)lic informants in a world ot c 1 isis. Dr. Frank Stanton, |)resident ol the (iolnmbia Broadcasting Sys- tem and winner ol the 1958 Key- note .\ward, warned ol the dangers in "the lalling oil oi an aroused, in- terested, alert people once the ini- tial shock ol the discovery ol new lealities lapses." In the age of outer space, he said, "we cannot alford such a lapse. " Marion Harper Ji., president, Mc- Cann-Erickson, New York, einplia- si/ed the importance of the broad- casting industry in "the immediate need to combat a recession and the long-term need to vindicate the bas- ic premises ol democracy in the lace ol increasingly dangerous threats." Broadcasters Reproached John C. Doerfer, chairman. Fed- eral Communications Commission, admonished broadcasters to look up- on the industry as an institution with a higher purpose than money mak- ing alone. "If broadcasting is regard- ed solely as an opportunity to make money," he warned, "the federal government . . . will eventually ei- ther impose stricter regulations or may even make a move for outright re-entry." All three spokesmen praised the broadcasting industry for its work as a news media, but, they pointed out, there is today a crying need for even wider coverage and more thoughtful commentary. 36 U. S. RADIO • June 1958 ^&«'/'' Dr. Stanton asserted that in his opinion the proper use of radio and television are absokitely essential to the preservation of a free America. "The chilling facts of the Soviet launchings — with all their sobering implications of Russia's progress on intercontinental ballistic missiles — spell out the dimensions of the prob- lem and the dangers that face us as a nation and the whole Western world. Meanwhile, we are caught in the historic dilemma of a democra- cy: how to get enough action fast enough. Not to react to disaster but to prevent disaster. Industry's Burden "It seems to me that there is only one way it can be done, and that we in the industry bear the brunt of the burden — whether we like it or not — to insure its achievement. Sputnik I demonstrated that given informa- tion promptly, authoritatively, com- pellingly, the American people will mobilize swifty, not just to approve governmental action, but to demand it. "We now face the duty," Dr. Stan- ton declared, "to get before the American people a continuing re- port of what is going on both here and abroad; we must exert ourselves as never before to report with thor- oughness and clarity; and we must make sure that we do the job so well that there will never sneak up upon this nation a Pearl Harbor of ICBM proportions." He emphasized that such a job re- quires utmost effort and coopera- tion by networks which have physical and economic access to personalities and world-wide events, as well as in- dependent stations, which must ex- tend into terms of community ref- erence "the great issues and prob- lems that confront us as a nation." Chairman Doerfer reproved the broadcasting industry for failing to add a new dimension to its infor- mation services in the form of suffi- cient and intelligent editorializing. "Despite the accomplishment of broadcasters in furthering the art of entertainment and, to a limited ex- tent, the presentation of news and discussion programs, the broadcast- ers have not yet approached their potential in developing the art of conmienting on the news or local problems. They should. "Having fought and won the bat- tle for the right to editorialize, the broadcasters have failed to follow up this conquest, at least to the ex- tent expected by the Commission," he said. "A recent survey indicates that only about five percent of the local radio stations editorialize on a daily basis and that about 35 percent do so on an occasional basis." Chairman Doerfer stated the most often expressed fears of broadcasters to editorialize are offending spon- sors, the public and public officials. He pointed out that editorializing in newspapers has not seemed to hurt circulation or advertising reve- nue and that the FCC encourages broadcasters to editorialize. Con- gress, he said, is bound to uphold freedom of speech, for the broad- caster as well as the joiunalist. Reasonable Care "It is true that a broadcaster must use reasonable care to be fair and has an affirmative obligation to en- sure the presentation of conflicting views by responsible elements in a community. ... If he uses reason- able diligence and establishes an overall pattern of fairness, he will have little to fear from any public official on any level." One of the most salient issues re- quiring high quality reporting and editorializing, in the opinion of Mr. Harper, is the current recession. Mr. Harper, while conceding the task of prosperitv coidd not be ac- Worth Kramer, general manager of WJR De- troit, and chairman of NAB's committee on radio standards of good practice, displays new symbol for stations subscribing to the code. complished by broadcasting alone, nevertheless pointed out that "one day the impulse to say 'I'll get it,' 'I'll go ahead with it,' 'I'll buy it,' will shout down the impidse that says, 'I'd better wait,' and on that day the recession will be over." It is in the interest of the country and of the broadcaster to hasten that day with tasteful, attractive advertising, he said. "Offensive advertising in print media will usually produce little more than boredom, but the impact of broadcasting is so immediate that offenses provoke anger," he said. "Prejudice is created not only to- ward the particular advertising mes- sage but toward advertising in gen- eral. And there is harm to audience relations, business relations and gov- ernment relations." If there ever was a convention in recent years that held out great hope lor fm's commercial future, this was it. There were two separate meet- ings that shed light on the develop- ments in fm. A meeting of fm sta- tion operators featured John F. Meagher, radio vice president of (Cont'd, on p. 54) U. S. RADIO June 1958 37 Spot Data -124 Markets Adam Yoiinji Ino. ha;* prepared the folloHJiin; estimates of spot railio volume for i9.">6 and 1957. These projeetions are based on an analysis of FCC data as well as the conipany''s knowledfie of hilliii<: trends in these multiple-station markets. 1956 Spot 1957 Spot Market Volume Volume 0 Increase Akron $391,000 $518,000 32 Albany-Schenectady-Troy 1,117,000 1,450.000 30 Albuquerque 260,000 298,000 15 A llen+own- Bethlehem 271,000 344,000 27 Altoona 55,000 74,000 35 Amarlllo 236,000 272.000 15 Asheville 99.000 113.000 14 Atlanta 1,479,000 1,974,000 33 Augusta, Ga. 102,000 104.000 2 Austin 204,000 259.000 27 Baltimore 1,428,000 1,907,000 34 Baton Rouge 168,000 183,000 9 Beaumont 169,000 183,000 8 Binghamton 1 1 6,000 148,000 28 Birmingham 624,000 714,000 14 Boston 3,308,000 4,207.000 27 Buffalo 1,508,000 2,013,000 33 Cedar Rapids 727,000 833,000 15 Charleston, S. C . 138,000 150,000 9 Charleston, W. Va. 220,000 252,000 15 Charlotte 902,000 975,000 8 Chattanooga 183,000 187,000 2 Chicago 9,826,000 12,250,000 25 Cincinnati 2.553,000 2,923,000 14 Cleveland 2,076,000 2,771,000 33 Columbia, S. C. 300,000 381,000 27 Columbus, Ga. 92,000 1 1 7,000 27 Columbus, O. 979.000 1,369,000 40 Corpus Christi 252,000 255,000 1 Dallas-Ft. Worth 1.764,000 2,244,000 27 Davenport 289,000 329,000 14 Dayton 376,000 461,000 23 Denver 1,231,000 1,704,000 38 Des Moines 1,357,000 1,467,000 8 Detroit 5,544.000 7.585,000 37 Duluth 2 1 5,000 231,000 7 Durham 98.000 118,000 20 El Paso 189,000 265,000 40 Erie 1 20,000 152,000 27 Evansville 164,000 178,000 9 Flint 306,000 3 70,000 21 Fort Wayne 435,000 498,000 14 Fresno 484,000 555,000 15 Gadsden 33,000 44,000 33 Grand Rapids 379,000 459,000 21 Green Bay 159.000 202,000 27 Greensboro 140,000 1 78,000 27 Greenville, S. C. 218,000 250,000 15 Harrisburg 247,000 283,000 15 Hartford 1,195,000 1,445,000 21 Honolulu 421,000 509,000 21 Houston-Galveston 1,527,000 1,850,000 21 Huntington 154,000 167,000 8 Indianapolis 1,111 ,000 1,412,000 27 Jaclcson, Miss. 159.000 1 72.000 8 Jacksonville 285,000 290,000 2 Johnstown 110.000 126,000 15 Kansas City, Mo. 1,864.000 2,442,000 3! Knoxville 268.000 324,000 21 Lexington, Ky. 319.000 405.000 27 Little Rock 214,000 244,000 14 Los Angelas 5,847,000 8,181,000 40 Louisville 1,060,000 1,415,000 33 Lubbock 92,000 100,000 9 Macon 159.000 202,000 27 Madison 237,000 272,000 15 Manchester 95,000 126.000 33 Memphis 965,000 1,166,000 21 ' Miami 754,000 947,000 27 •Decrease 1956 Spot 1957 Spot Market Volume Volume Increase Milwaukee 1,148,000 1,386,000 21 Minneapolis-St. Paul 2.058,000 2,757,000 34 Mobile 145,000 167,000 15 Montgomery 176,000 190,000 8 Nashville 817,000 936,000 15 New Britain 197,000 1 11.000 44* New Haven 277,000 387,000 40 New Orleans 1.112,000 1,487,000 34 New York 18,161,000 22,050,000 21 Norfolk 457,000 638,000 40 Oklahoma City 576.000 660,000 15 Omaha 908,000 1,040,000 15 Orlando 156,000 189,000 21 Peoria 336,000 427,000 27 Philadelphia 5,045,000 6,416,000 27 Phoenix 323.000 492,000 52 Pittsburgh 2,773,000 3,880,000 40 Portland. Me. 260,000 315,000 21 Portland, Ore. 983,000 1,376,000 40 Providence 813,000 1,145,000 41 Pueblo 67,000 85,000 27 Raleigh 619,000 631,000 2 Reading 127,000 154,000 21 Richmond 722,000 825,000 14 Roanoke 173,000 187,000 8 Rochester, N. Y. 776,000 986,000 27 Sacramento 548,000 624,000 14 Saginaw 100,000 128,000 28 Salt Lake City 368,000 400,000 9 San Antonio I.OI 1,000 1,156,000 14 San Bernardino 149,000 189,000 27 San Diego 683,000 1,086,000 59 San Francisco-Oakland 3,254,000 4,566,000 40 San Jose 90,000 1 15,000 28 Savannah 170,000 183,000 8 Scranton-Wilkes Barre 405,000 486,000 20 Seattle-Tacoma 1,336,000 1,858,000 39 Shreveport 454,000 472,000 4 Sioux City 79,000 100,000 27 Sioux Falls 99,000 105,000 6 South Bend 159,000 152,000 4* Spokane 489,000 620,000 27 Springfield, III. II 1,000 155,000 40 Springfield-Holyoke 238,000 289,000 21 Springfield, Mo. 167,000 191,000 14 Springfield, O. 47,000 59,000 26 St. Louis 2,929.000 4,070,000 39 Stockton 213,000 270,000 27 Syracuse 525,000 699,000 33 Tampa-St. Petersburg 400,000 509,000 27 Toledo 644,000 899,000 40 Topeka 434,000 509,000 17 Tulsa 603,000 690,000 14 Tucson 68,000 87,000 28 Utica-Rome 144,000 167,000 16 Washington 2,180,000 2,775,000 27 Waterbury 59,000 76,000 29 Wheelina-Steubenville 456,000 549,000 20 Wichita Falls 176,000 213,000 71 Wichita 4 1 6 000 503.000 21 Wilmington, Del. 184,000 251,000 40 Worcester 410000 496,000 21 York 112 000 142,000 27 Youngstown 378,000 481,000 27 Total Above Markets $119,994,000 $152,003,000 27 % U. S. Total 82.5 82.2 38 U. S. RADIO • June 1958 TO TAKE The solid dominance of WSPD is all it takes to score in Toledo radio. The entire Toledo market looks to SPeeDy as the station with the top programming, personalities, news presentation, and public interest services — and has looked to it for 37 years! Adver- tisers have found that to reach the Toledo market, they must have the sales power and dependability of WSPD, the radio station that has more audience at all times than the next two Toledo stations com- bined. In planning your campaign, be sure SPeeDy is lead-off in the lineup! .^^' FainoTJus on ttie local scene NBC RADIO in TOLEDO National Representative: The Katz Agency National Sales Director: M. E. McMurray 625 Madison Ave., N. Y, • 230 N. Michigan Ave., Chicago 1^ r^ ^H 1 '^o^?^^- K-^1 ..A^JL. \ ^^JL -A- VlL>»^^--« ^, ■ ^ # >VSPD >VJ>V WJBK WIBG >V>WA \A/AGA WGBS Toledo Cleveland Detroit Philadelphia Wheeling Atlanta Miami U. S. RADIO • June 193^ 39 focus on radio oil)- A Quick Glance At People, Places And Events Around Radio-Land HISTORY REPEATS ITSELF as roaring 1920s come to life at a weekend party jointly hosted by WBZ Boston and WBZA Springfield, Mass., at the Jug End Barn in the Berkshire Mountains. The festivities were shared by station talent, stars of the entertainnnent and sports world. "ELEPHANTS NEVER FORGET" a good station promotion. At least, that's what KXOK St. Louis, Mo., executives hope its audience will re- member about "The Big Listen." Station had elephant parade down city streets to introduce new 24-hour service. Standing by are (left to right) 0. L. Thomas, v. p. and general manager, and Eliey Roberts, president. CANADIAN RADIO WEEK and model make a perfect team as 148 member stations of the Canadian Broad- casting Corp. urge the public to "Be in the know, buy another radio and listen." Canada's second annual radio promotion coincided with National Radio Month in U. S. 40 U. S. RADIO June 1958 KGO FLIES HIGH over San Francisco's Golden Gate Bridge to broadcast Bay Area traffic conditions. Piloting the "commute-copter" is reporter Bob Day, bringing listen- ers one of a minimum of 19 traffic reports carried by the station every weekday. WSB SPONSORS CLIENT conference in Atlanta, Ga., for southeastern hog farmers. Ralston Purina Co. representatives led discussion. They included (standing left to right): Walter Montgomery, livestock chow sales manager, southern region; Don Peach, assistant advertising manager, St. Louis; Chuck Forbes, radio-tv department, Gardner Advertising Co., St. Louis, and J. B. Pullen, Ralston Purina sales manager, St. Louis. COOPERATION NOT COMPETITION becomes the motto of six Vancouver radio stations during Canadian Radio Week. Getting together with common promotions and jingle announcements, they promoted radio as an advertising and listening medium. Celebrating at a KIwanIs Club meeting: Eileen Laurie, CBU; Bob Hutton, CKNW; Bill Davis, CKWX; Monty McFarland, CFUN; Al Pollard, CKLG, and Billy Brown, CJOR. TODD STORZ RECEIVES award from city of New Or- leans for his civic contribution. Mayor de Lesseps S. Morrison (right) presents certificate of merit to station owner, who gave up his 1450 frequency and studio facili- ties to the city's school system for use as an educational station. His own WTIX moved to the 690 frequency. SAFETY IN SEATTLE Is the goal of station KING which is sponsoring a 140-mile safe driving contest from Seattle to Olympia, Wash. Preparing for the contest are (left to right): William G. Johnson, National Safety Council; John Symington, youthful driver. Looking into the hood are Richard Gruber and Bill Blair. Officer Maurice Wat- son shows disc jockey, Jim French, and KING sports di- rector. Bill O'Mara (far right), what will happen if safety rules are not observed during the contest. WWJ MAKES News with newly-decorated studio in the "world's largest shopping center." Detroit station displays sponsors' products near the stores that sell them. Emerging from this radio advertisers' haven is emcee Bob Maxwell. Planning a Radio Station ? RCA presents 3 basic plans to meet all requirements ! These versatile plans illustrate how the very latest equipment can be arranged to perform efficiently with a minimum of capital and personnel. Since programming requirements vary, three basic plans, representing three specific categories of operation, are provided. Plan "A" is for a typical small station and requires a minimum inve.stment. A "combined" studio- transmitter operation contributes to its overall efficiency. Plan "B," also is for a "combined" operation, but it provides additional facilities to allow for announce booth and other local program material. A typical community station of moderate size, it meets the widest range of applications. Plan "C," with separate studio and transmitter loca- tions, is functionally designed for big city operation. It highlights the advantages of a spacious two- studio station. Building layouts, together with a discussion of equipment requirements and current trends, are included in a new Brochure. For your free copy, write to RCA Department F-22, Building 15-1, Camden, N. J. In Canada: RCA VICTOR Com- pany Limited. Montreal. LfJ % Tmk(s) fg) ... your first source of help in station planning RA DiO CORPORA TiON of A ME RICA BROADCAST AND TELEVISION EQUIPMENT CAMDEN, N. J. 42 TJ. S. RADIO • June 1958 hometown USA • Local Promotion • Commercial Clinic • Station Log • Radio Registers ,M^ The four local stations in Fort Wayne, Ind., celebrate National Radio Month with a parade featuring radio personalities. Par- ticipating in the joint promotion are stations WANE, WKJG, WOWO, WGL. AMERICA LISTENS AND HEARS: ^Radio Is Close to You' Local stations across the country back National Radio Month with contests, promotions, editorials H The inclustiy's first National Radio Month turned out to be a histy infant, indeed, whose voice — magnified many times in many places — was heard by adver- tisers and consumers all over America. Extended from one week to the en- tire month of May for the first time this year, the observance was jointly sponsored by the National Associa- tion of Broadcasters, the Radio Ad- vertising Bureau, the Electronics In- dustries Association and the Nation- al Appliance Radio-7\' Dealers Asso- ciation. NAB and RAB sent com- plete promotion kits to their respec- tive member stations, designed to help spark increased interest in radio from both the general public and the local and national advertiser. Radio Month was supported by major trade and civic organizations, by congressmen broadcasting to their own constituencies, by set manufac- turers and dealers and by many of the country's stations, whose promo- tions ranged from editorials about radio to a myriad assortment of con- tests. The month began with the en- dorsement of President Eisenhower who saluted radio for its "inunediacy and availability. As a channel for public service," the President re- marked, "radio contributes much to the American people through pro- grams of news, education and enter- tainment. The National Association of Broadcasters has adopted a theme U. S. RADIO June 1958 43 HOMETOWN U.S.A. lor this month — 'Radio is close to you.' I am happy to join with these broadcasters and the radio industry in this annual observance." In Milwaukee, Wis., WEMP re- ports that Mayor Frank P. Zcidler issued a statement commending radio tor its service to the counnuniiy and for its ability "more than most meth- ods of communication to satisfy the requirements of the individual." Radio's value to tlie individual was highlighted byWGN Chicago, whiih develoj^ed weck-to-week variations on the "Radio is close to you" theme. Four seven-day periods featured ra- dio's importance "at home," "on the move," "in the community" and "in all America." WGN also ran a con- test in\ iting listeners to tell why they In Colorado, Gov. Sfephen McNIchols signs the proclamation declaring National Radio Month in the presence of (left to right) Bob Dolph, manager, KFTM R. Morgan, and Robert Hix, manager, KOA Denver. They are officers of the Colorado Broadcasters & Telecasters Assn. This elderly couple wins a Zenith radio in the "Why I Lile KMOX" contest, conducted during National Radio Month. An average of 3,000 postal cards a day poured into the St. Louis station. Four radios were given away daily. tune in lo ladio every day. Station executives and on-thc-air personali- ties contributed tiieir time for a se- ries of speeches and public appear- ances on radio's role today. Would-be radio performers and personnel got some on-the-job expe- rience in Detroit where WW) cele- brated National Radio Mcmth with a program called "\'oices of Tomor- row." For a week, high school stu- dents aiming at a career in radio joined regular station personalities in introducing records, giving com- mercials and reporting tiie weather. Efforts Pooled In at least two midwestcrn cities, stations pooled their efforts in sup- port of Radio Month. .Six Flint, Mich., stations got together to dis- tribute 5.()(U) posters and 100,000 contest entry blanks throughout the city's trading area. The Flint Radio Broadcasters A s s o c i a t ion — com- prised oi W AMM. WBHC, WFDF, WK.MF, W.MRP and WTAC— si- imdtaneously promoted a contest based on the completion of the state- ment, "I like radio dose to me be- cause . . . ." The winner and his or her entire family will enjoy a free vacation this siunmer. Also in Flint, more than 500 clubs and organiza- tions were expected to hold special meetings in honor of radio. In Cleveland, O., seven stations cooperated in a campaign to collect radio sets for shut-ins. In conjunc- tion with the Cleveland Welfare Federation, stations WSRS, WGAR, WERE, KYW, WJW, WHK and WDOK asked listeners to bring old or unwanted radios to a special de- pot in downtown Cleveland from which a round-robin remote was being broadcast. Giving away radios was one of the most popular promotions of the month, with many stations devising contests for which free radios pro- vided the incentives. The Balaban stations, WIL St. Louis, Mo., and WRIT Milwaukee, gave away a Ze- nith radio every hour of the day throughout the month. Whenever the gift announcement came during a personality program, it was pre- ceded by a special Radio Month jin- gle. RMOX St. Louis asked listeners to write in two sentences why tliey liked KMOX radio and presented the winners with sets each day be- tween May 2 and May 31. Also giving away a radio each day chu ing Radio Month was KRIO Mc- Allen, Tex., which conducted a con- test on the theme "What Radio means to me." KRIO bought out a local drive-in theater for one even- ing, during which all patrons were admitted free with the station's com- pliments. CoiHests featuring Iree radios were Iicld by WCUE Akron, O., and KFjB Marshalltown, la. In Akron, listeners were asked to nominate the youngest, oldest and mothers of most children as a radio tie-in with Mother's Day. In Marshall- town, KFJB dressed a store window with recording tape, pictures of the staff, listeners' letters and station commendation certificates. The per- son correctly guessing the number of inches of tape won the radio. Also appealing to the distaff side is a contest held by WCBS New York to select the "most attractive single female employee working in a recognized advertising agency with- in the station's listening area." The lucky lady won the title of Miss New York Radio, plus a $1,000 wardrobe. On a more serious note, WIS Co- lumbia, S. C, chose Radio Month to inaugurate an editorial policy on important local events, which will become a regular part of the sta- tion's format. WfTN Jamestown, N. Y., already editorializing, devoted two of its opinion programs to the subject of Radio Month itself. Perhaps one of the best indica- tions of National Radio Month's suc- cess this year comes from NAB, which reports that KXO El Centro, Calif., is already making plans for 19.59's promotion. • • • i^ HOMETOWN U.S.A. commercial clinic Coca-Cola Blends National And Local Radio Themes Through McCann-Erickson How to achieve coordinated advertis- ing on both the national and local level is an ever-present challenge confronting the Coca-Cola Co., its 1,100 bottlers across the country and its agency, McCann-Erickson Ipc, New York. In its radio commercials Coca- Cola's own integration problem arises from a dual need for copy that contains both a uniform selling theme and a solution to the local bottler's particular sales problem. James N. Harvey, copy group head, McCann-Erickson, describes the parent firm's relation to its bot- tlers as "a loose franchise binding the Coca-Cola Co. to supply syrup to bottlers who must merchandise the end product in their own market place." Each bottler, for example, buys his own local radio time. The agency enters the picture on the local level through its field men who service the bottlers in their own areas and convey to the agency's New York or Atlanta office the specific needs to be met by the radio copy. "This must be done," Mr. Harvey says, "without sacrificing a national theme which must predominate throughout the country during a given campaign." In this connection, McCann-Erick- son has developed a production tech- nique which is geared to take ad- vantage of radio's "flexibility" and unite the national and local adver- tising facets. One of the current commercial campaigns features the running theme that "Anytime is a good time for the good taste of Coke." Depend- ing on the bottler's individual pref- erence he may request in addition, or instead, the following variations on that theme: snack time, driving time, lunch time, dinner time — all of which are "Coke time," and are backed by the same jingle tune. These commercials may also be had in lengths of 10, 20, 30, or 60 seconds, again depending on the bot- tler's choice. Within the framework of the cen- tral theme, there is a break in the music, varying with the overall length of the commerical, that may be utilized by the bottler to insert his own message. If there is, for ex- ample, a special on Coke at the local food store the bottler may advertise it without losing the advantage of national production. According to iMr. Harvey, the bottler sometimes chooses to use a local announcer and on other occasions asks the agency to produce the insert. This, he says, can be done on about three to four days' notice. In addition to these variations, the bottler may take his choice of several musical arrangements of the same jingle. These include tempos such as rock 'n roll, polka, dixieland, Latin and a multi-guitar track. Another variation on the "Any- time" theme involves a change in the bridge lyric to promote a particular bottle size. Coca-Cola is now avail- "* m James N. Harvey, copy group head of McCann-Erickson Inc. able in three bottle sizes, regular, king size and family size. All bottlers have the regular, some have regular and family, most have regular and king, and a few have all three. This twist helps the bottler to emphasize his package news within the musical production portion of this commer- cial. Naturally, the live announcer insert ties in with this angle as well as with the occasion concept. For example, ".\ny time's a good time for the good taste of Coke, the best of all refreshment buys is Coca- Cola in family size, Anytime's a good time for the good taste of Coke, etc." Seasonal Promofions Still another variation on the "Anytime" theme enables the bottler to give special support to seasonal promotions, e.g., "holiday time" and "hot weather time." "This campaign succeeds, "Mr. Harvey says, "in utilizing both ra- dio's flexibility and its repetitiveness of the single theme. It develops an envelope for a product which wraps around the presentation of a par- ticular sales effort (the local insert.)" Mr. Harvey believes that the les- sons learned by Coca-Cola and its agency over the years may be ap- plied strictly on the local level. "If Jones' Hardware store needs a new radio campaign, it should devel- op an overall theme stating why it is good business to buy there. What- ever products are being plugged at various times should support this main thread." Mr. Harvey also recommends the development of a catchy musical tune that identifies the store and also makes the commercial "palata- ble" to the listener. • • • U. S. RADIO June 1958 45 HOMETOWN U.S.A. station log Editorials, Promotions and Meetings Occupy Local Broadcasters' Interest Spring was a season ol editorializ- ing— for a business upturn, lor pub- lic awareness and untlcrstaniling oi local issues, for public safety. It al- so was filled with the usual amount of iniaginati\e pioniotioiis and several industry gatherings. • An intensive editorial canij)aign by WPl R Albany. X.V., was cretlit- ed by the local National Federation of Federal Employees' group as hav- ing saved the jobs of 1,000 workers at the Scotia Naval Supply Depot. ^Vhen the depot laced a shutdown, the station's daily series of one-min- ute editorials won popidar and, eventually, congressional support for its contention that the base was bad- ly needed in the area. Local 907 of the employees union wrote to WTTR, the station reports, that the (ampaign proved "the impact and power of radio in contrast to the printed word as a medium of (om nuuiicalion." • In the lace ol a possibh explo- sive situation when a police brutal ity charge was made by the .NA.\(il* after the shooting oi a 1 i-year-old boy, WSAl-AM-FM Cincinnati, O., was cited by a local newspaper as having made "a conunendable service to better public understand- ing." WSAI-AM aired editorials pro- testing a (losed-tloor hearing ol the charges, hel])ing to defeat the secret sessions. The hearings were carried in full, without comment, bv \\'S.\I- FNf and highlights were broadcast on the am outlet at peak listening times. • K.MOX St. f.ouis. Mo., was cited bv the .\ir Force and given a Na- tional Safety Clouncil Public Inter- est .\ward for "exceptional service to public safety" through its '()|)er- ation \\'eather .Mert " program. Now in wide use, the program in\<)lves the use ol CONELR.M) atieniion signals to warn the pid)lic ol an\ •severe weather emergencies. • In a season of animal meetings some ol the major themes were: The "Resources and Resourceful- ness" of the .\meric an Women in Ra- dio R: T\, who met .\pril 21 to 27 in San Francisco, Calif.; the "conii clence in a growing .America" of the Connecticut Hroacic asters Associa- tion, which met at Cheshire, Conn.. Mav 2.S: the accent on news, sales and promotion by the Iowa Broad- casters Association, which met May 22 to 23 at the University of Iowa, Iowa City, and the "what's new in radio" topic ol the Kentucky Broad- caster .\ssociation. which met May 28 to 29 in Louisville. • riie .Associated Independent Metropolitan Stations, with repre- sentatives ol 1() ol its 21 members in attendance, wound up its Seat- lie, Wash., conveiuion May 2 to 5 on an optimistic note. Hillings for the stations were reported increas- ing. .\lso, a sinvey of .\1MS stations indicated that 10 percent ol them ( diloi iali/e on the ail. • \V.\BC New ^■()lk is going into its fourth moinh ol letting the lis- teneis choose what lecords will be plaved. Called "Operation (iO.OOO," the promotion employs the services 1)1 1 een-.\ge Survey Inc., New York, to ])oll ()0,()00 persons each week on their all-time favorite songs and their current popular favorites, \\.\B(; states. Most of the jiersons jjolled are adults, with only about 20 percent in the teenage group. The station says it has followed up the inter\iews with a "Platterpick- er" (Hub, and contests. • Standaid Radio 1 ransc i iplion Services Inc., Chicago, annomices it is offering to stations what it calls a ".Musi-'Que' Spot Libiary" — con- taining 1,600 musical cues for jin- gles, station ID's, weather and time SJJOtS. • • • WKMI Kalamazoo, Mich., presented this display at the Kalamazoo Free Home Show. According to the station, the WKMI area attracted 125,000 persons in a five-day period and showed various phases of radio station operation. A concept of programming encouraging "listen with both ears" is discussed by Tim Elliot (fourth from left), presi- dent of the Elliot Stations, Jean Elliot (seated), and WCUE Akron, O., and WICE Providence, R. I., officials. 46 U. S. RADIO • June 1958 HOMETOWN, U. S. A. radio I DEPARTMENT STORE | Miller's Department Store used a total of 80 spot an- nouncements over KITN Olympia, Wash., for a sale of women's dresses at $2.99 and men's suits at $29. After 35 one-minute announcements on the first day, a total of 78 dresses and 12 men's suits had been sold. In three days the store sold 178 dresses and 27 suits. KITN was the only medium used. The store then purchased a continuous schedule for the rest of the year of not less than 130 spots per month and as many as 330 spots for the high month of December. ! APPLIANCE SERVICE ! Krecklow's Appliance Service Co. of Bakersfield, Calif. , conducted a one-day campaign over KAFY stress- ing the local nature of the store. The one-day sched- ule, at a cost of $100, brought seven calls for service the first day, three the next day, 15 by the end of the week. Calls were mostly from new customers. AUTO PARTS Lamb Distributing Co. of Dallas, Tex., placed a four- week campaign over WRR to sell Wynn's Friction Proof- ing for automobiles with automatic transmissions. The schedule cost $584 and called for four one-minute spots per day, five days per week. After the first week, the client had sold more of this product in Dallas alone than had ever been sold in a one-month period in his entire territory of 140 counties. I MOVIE THEATER Schine Circuit Inc. contracted with WENT Gloversville, N.Y. , for a three-day saturation spot campaign to boost the box office for the Glove Theater showing of Raintree County. WENT announcers were given a preview screening of the movie. The short campaign, costing $60, resulted in the largest weekend attendance at the theater in three years — and a decision by the theater chain to promote other pictures in the same manner. * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK U. S. RADIO June 1958 47 RANKS 11th IN THE NATION in per family income ($7,339.00) report from RAB Source: 1957 Survey of Buying Power COLUMBUS GEORGIA 3 county metropolitan area USES THE LOCAL & NATIONAL FAVORITE WRBL TELEVISION. COMPLETE DOMINANCE • MORNING • AFTERNOON • NIGHT FIRST IN 97.3% Area Pulse— May, 1957 RADIO: LEADS IN HOMES DELIVERED BY OF ALL QUARTER HOURS 55% Day or night monthly. Best buy day or night, weekly or daily, Is WRBL— NCS No. 2. WRBL AM — FM — TV COLUMBUS, GEORGIA CALL HOLLINGBERY CO. Fast-stepping Transistor To Further Radio's Role As Constant Companion R.idio's major move in ilic next few years will be to dominate "waiting time." just as it is dominating "in transit" time in most cities now, accord- ing to Kevin B. Sweeney, president, Ra- dio Advertising Bureau. In a recent ad- dress, Mr. -Sweeney predicted that the pocket transistor will soon make it pos- sible for people to carry radio with tlieni where\er they go. Transistors have already revolution- ized the electronics industry in just six years, almost tripling sales and produc- tion figures of two years ago, R.\B states. .Although they are used in every- thing from computers to toys, half of them go into enieriainment equipment, mainly personal portalilc sets and car radios. The public demand for pint-size ra- dios has reached such proportions, R.\B says, that radio — even more than was imagined — is becoming a constant companion. Figures from the Elec- tronic Industries Association on transis- tor sales bear this out. More Than Double In 1957, transistor factory sales were 28,738,000. more than double the pre- \ious year's figure. (See story, p. 19). Since the market is just being scratched, a great many concerns are producing transistors. Every giant electronics manu- facturer in the U. S. is turning them out. .Scores more smaller plants have entered the field. Even Japan is getting into the act. One Japanese manufacturer says that 500,000 transistors are being turned out monthly and by the end of the year this will jump to one million. A substantial part of Japanese produc- tion is earmarked for this country, RAB reports. Portable radio sales in the U. S. in- creased 12.6 percent in 1957 over 1956. The total in use today: 8.5 million. The principal reason for the upswing is that manufacturers are licking one of the major production problems: the price of the transistor. The first transistorized radios to hit the market carried stiS prices, in the $90-and-over range. Now they are selling from $20 to |40 less. The Japanese sets retail between $34.95 and S39.95. Because of these reductions in prices, more persons will be able to afford them. And, as R.AB's Mr. Sweeney points out, these sets will not replace old sets. Be- cause of their movability and adaptabil- ity transistor sets will create new places to listen. On Bikes, Too Evidence of radio's going where it never went before crops up constantly. Transistors permit radios to be placed on bikes. One car manufacturer already has an all-transistor radio which oper- ates as an auto radio and as a portable, too. It can be carried in a man's over- coat pocket or a lady's handbag. Speak- ing of hanilbags, R.\B says a Chicago retailer claims a transistor combination radio-purse makes an excellent gift item. RAB reports an example of the tran- sistor's "get-around-ability" in a folder sent out to member stations and adver- tisers. When most eyes were turned to the White House for the expected an- nouncement about President Eisen- hower's willingness to run again, a Con- gressional subcommittee was holding a routine session. The subcommittee chairman suddenly brought the room to life with a whack of his gavel. "Gentle- men," he cried, "the President has just announced his candidacy for re-elec- tion!" Informant How did he know? The answer was later explained in the Congressional Record. The repre- sentative had been listening to a tiny transistor radio, tucked inside his coat pocket and hooked up with a hearing- aid-type earphone. The possibilities for transistors are limitless. • • • 48 U. S. RADIO • June 1958 report from Local Needs of National Advertisers Stressed By Broadcast Time Sales; NBC Spot Studies Formats After a two-week "experiment in sales methods," the general manager of Broadcast Time Sales reports that "agencies and advertisers, far from re- jecting new ideas, are particularly alert and receptive to new approaches — in times when it is absolutely necessary to wring the most out of each advertising dollar. "In our own case," says Carl L. Schuele, "sales are up some 400 percent over last year at this time and I credit this increase to the creation of new ad- vertising ideas and concepts of selling." The plan with which Broadcast Time Sales is experimenting is to have a repre- sentative, who is familiar with the prob- lems of selling national advertising, spend an entire month with the station. His job is to familiarize the station with the techniques of selling the national advertiser and to show management how it can solicit the cooperation of the district sales manager of a national com- pany, even to the point of getting a writ- ten recommendation, The sales effort just completed re- sulted in contracts "well over $60,000" for WVNJ Newark, N. J., according to Mr. Schuele. New business for the sta- tion came from Ambassador Beer, Plough Inc., Tidewater Oil, Thomas Cook &; Sons, Pittsburgh Paints, Ameri- can Oil Co,. .Anco Windshield Wipers, Ford and Abbott's Ice Cream, among others. "."Ml this in only two weeks," says Mr. Schuele. Broadcast Time Sales' specialty is sell- ing independent radio exclusively. It now represents 14 radio-only stations. The firm will extend its sales effort plans to more of its represented stations* cities in the near future. NBC Spot Activity Spring activity at NBC Spot Sales has included the issuing of an eighth "mar- ket data book" and a second "timebuy- ers opinion panel" questionnaire. St. Louis is the subject of the data book, a city which ranks ninth in popu- lation with 1,932,800— larger than 18 of the states, according to NBC Spot. Fig- ures are given for the area's effective buying income, total retail sales and average weekly wages in the principal industries. The study also includes lists of the leading department stores, drug and food chains, radio and tv stations, hotels and newspapers in the area. Market data books previously issued include research on Cleveland, O.; Seat- tle, Wash.: Washington, D. C; Miami, Fla.; Louisville, Ky.: Denver, Colo., and Honolulu, T. H. ' The second "timebuyers opinon questionnaire" concerns local radio pro- gramming and is designed "to find out exactly how timebuyers use radio and what they think of the basic types of local programming on the air today." Questionnaires have been sent to 1,200 timebuyers in large and small agencies across the country. Radio sta- tions were grouped by NBC into three broad categories: (1) "Top 40" stations, (2) standard music and news stations featuring standard as well as current popular tunes, and (3) "varied pro- gramming" stations which carry inter- views and serial dramas as well as music and news. Some of the questions asked are: • In buying spot radio schedules, can you take time to consider the for- mat of a program as well as its rat- ing? • How important to the sales effec- tiveness of a commercial is the per- sonal salesmanship of a radio per- sonality? • Every station has a certain profile or status within its market. What kind of information would you like to have in order to get "the feel" of a station in its market? • Some stations present news essen- tially the way it comes over the wire: other stations often rewrite it. with amplifying commentary, or supplement the wire news with their own news-gathering facilities. From the standpoint of commercial effectiveness, do you think there is any difference between these meth- ods and, if so, which is preferable? The first timebuyer survey on the use of broadcast ratings brought 326 replies {Radio Ratings, April 1958.). • • • Radio's First 38 Years NOW , , . Reprints of selected articles and features in U.S. RADIO are available in the above form. Other articles and features in U.S. Radio can be reprinted for your use at nominal cost. For complete details write — Reprints U.S. RADIO 50 West 57th Street, New York 19, N. Y. U. S. RADIO June 1958 49 KFAL RADIO FULTON, MISSOURI Prime radio service to four principal cities of Central Missouri. • FULTON • MEXICO • COLUMBIA • JEFFERSON CITY Potato ^•hip^. >oii|>. .-Oii]i. liiigerit- and beer — just a tiiiv sample of the liundreHs of thing^^ that are Miggested to KF.A[y listeners daily l»\ our more than 150 advertisers in nearlv a.s nianv lines of business: not to men- tion services thai remind folks of things to do. and Mhere to ^et them done. Thousands of listeners write to us everv vear — unsoliriled lett«'rs eom- mend KFAL PR(K.K\MS and I'KR- SONALITIES, thank us for bringing them "news" about where to buy the things they desire. Are you represented on KF'AL today? Contact — INDIE SALES, INC. or KFAL RADIO Tel: 1400 Fulton, Missour 900 Kilocycles 1000 Watts WORTH CROWING ABOUT!!! report from WREN DELIVERS FOR 26 LESS PER 1000 HOMES Take the average metropolitan audience ratings of all four Topeka stations. Project those ratings against the Radio Homes Served i Nielsen i. WRENs cost- pcr-thousand is only $1.00 .... 26c less than its nearest competitor! And WRENs all- family programming delivers you a better quality audience, too. Check with George P. Holling- bery. Ui\\\\V^Aw\Sn>\!( n •!< WREN 5000 WATTS • TOPEKA. KANSAS. Radio Spending Rises More Than 400 Percent at Albert Frank-Guenther Law Albert 1-iaiikC.iitiiihci Law. N\\\ \oik. one of the country's oldest advertising agencies, has increased its radio billings between 100 and .")00 percent in the last two years. This ri()tai)le gain for the air niediiiin has jjeen revealed by Law- rence Biitner, linuijuver. New \'()rk. of- fice, who preditts ihat his ageiuA will use even more radio in the lorseeal)le future. Mr. HuliHi .isseiis ihat while overall agency i)illings ha\e "gone up sieadih" during this same period, they iiave not approached radio's pertcniage rise. V. s. RADIO estimates thai the ageiuv spent considerably more than .SI million on the sound medium last year. .\c(ord- ing to Mr. Hutiier. 70 percent of .\F- Cil.'s broadcast e\])( iidinires are cur- rently in radio. Radio's Economy He .iiiriljiues this iugli |jio|joiuoii to radio's economy and also to the fact that his agency has many accounts for which radio seems "tailor-inade." Bro- kerage houses, for exam|)le, can buy financial newscasts during the dinner hour and reach a selected market with- out the greater expenditures necessary in other media. Two of AF-GL's largest radio users arc Bache 8: Co. (see f. s. R,\i)ic). March 19.")8) and Harris Uijhani c<: Cio.. which uses these' fne-minute |)ro- grams in major niarkeis. Mr. Burner points oui that in many cases where budget is not a problem, clients are using radio because it best fulfills their advertising recjuiremcnts. Kiplinger Washington Editors Inc., publishers of C, h a n i^i ri i^ Times and Xcivsleller, magazines .sold by subscrip- tion only, has increased its advertising appropriations regularly for the last several years, Mr. Butner states. "They keep buying more time as funds in- crease." The publishing firm buys l.T-minute programs on a spot basis in major mar- kets 52 weeks a year and network time on NBC and CBS in 13-week cycles. Lawrence Butner, timebuyer, AF-GL. "Several oi our clients have been sold on radio because they have seen what it does for our other advertisers," Mr. Butner explains. "We conduct radio test campaigns in certain situations and our clients have generally found them most convincing." One of the agency's largest radio ad- vertisers is the Home Insuraiue Co., now utilizing radio for the first time in its history. Lhe firm s])onsors the Jack Benny program on the (IBS network, with its agents buying local tie-ins feat- uring the voices of Don Wilson and Mel Blanc. "Radio is al)out the best iiargain in advertising today," Mr. Butner says," and our 20 major clients using the me- dium report good results in the lace ol slightly increased rates." Prentice Hall Publishing Co. uses ra- dio to advertise its new books and re- |)orts that it is not oidy selling well by mail, but that its store business has picked u]) as well. The firm uses spot, basically, su])])lemeiued from time to lime by network buys. Buitoni, another of the agency's prin- ciple radio users, is in spot and also buys segments of the Don McNeil lirfaklnst Club on the ABC network. One of the firm's most spectacular radio successes occurred recently in Tucson, .\riz., where Buitoni representatives Moe Beren and Ray Makofske bought l.'JO radio spots in one day, supported l)y city-wide point-of-sale displays. Eighty percent of radio lime bought by the agency, which traces its begin- nings back to 1872, is handled by the New York oflice, Mr. Butner says. • • • jO U. S. RADIO • June 1958 report from networks Nighttime Radio Shows Gains; Network Activity in Billings; Awards Made to CBS, NBC Fiirtlicr cxidence of the comeback of nighttime radio is supplied in Nielsen figures whicli estimate that more than 18 million in and out-of-home listeners were tuned to CiHS Radio's broadcast of the Rol)inson-HasiHo world middle- weight title hght. According to Nielsen, more than 7.7.")().00()() families were reached al- thougli the fight did not go on luitil 1 1 p.m. Eastern time. On the business side, CBS has con- traded for more than $2,350,000, in- (hubng a half-million dollar renewal by Standard Brands. Other advertisers signed include Glamorene, Scott Paper C.t).. Chr\slei- Clorp.. Sterling Drug Ltd.. N\ionct Corp.. C;him King Sales Inc., .American Home Products Corp., CMC Truck. R: Coach Division, Clairol Inc.. Beech-Nut Life Savers Inc., Ex-Lax Inc.. Hearst Publications. Also Grove Labo- ratories Inc. for No-Doz, has virtually (ioul)led last year's business on the net- work, according to John Karol, vice president in charge of network sales. ABC Radio Billings John H. While, new director of na- tional sales of .\BC Radio, has an- nounced the signing of $1.5 million in new and renewed business. liie advertisers include Ex-Lax Inc., CMC Truck R; Coach Division, Kitchen .Art Foods Inc., Miller Brewing Co., Clairol Inc., Glamorene Inc., Jell-O Division of General Foods Corp., Niag- ara Manufacturing !i; Distributing Co., Christian Reformed Church, Gospel Broadcasting .Association and The Sav- ings S: Loan Foundation. -\BC also reveals that the ten 1958 Notre Dame football games will be broadcast this fall exclusively each Sat- urchi\. Sponsors will be the Pontiac Di- Aision of General Motors; annc:)uncers, Harry A\'isnier ;md Joe Boland. Network Comeback ".Any .-Vmerican businessman now con- cerned about the recession in general or the effect on his Ijusiness in particu- lar shoidd be heartened by the symbol of tiie comeback of network radio," Matthew (. Cull.gan told undergradu- ate members of the Yale Broadcasting Co. of Vale LIni\ersity. "It took its beating," Mr. CuUigan declared, "reshaped its service, ham- nieied the fat out of its operation, repriced itself and now again has found a plate in the media living room." In other NBC news, the ,$4 million W'RC Washington, D.C.. radio and tv facilities were formally dedicated by President Eisenhower at ceremonies on May 22 attended by 400 distinguished guests. They included leaders of all branches of the federal government, representatives of the communications industry and ci\ic and business officials from the Washington area. Brig. Gen. David Sarnoff introduced the President. Other broadcasting offi- cials taking part were John L. Burns, RCA president, and Carleton D. Smith, NBC vice president and general man- ager of WRC-AM-FM-TV. New business announced by NBC in- cludes contracts from General Foods Corp. for Jell-O. Cool Ray Sun Glasses, Sinnnon Co. and Grove Laboratories lor Fitch Shampoo. Ohio State Awards Five network programs were honored by the Institiue for Educatioir by Ra- dio-Tv of Ohio State University at the 22nd .American Exhibition of Educa- tional Radio R: T\ Programs. (TJS was honored for its Update pub- lic affairs series; the "Galindez-Murphy Case: A Chronicle of Terror," and the network's coverage of the 1957 National Boy Scout Jamboree. Recognition was voted to NBC for its Know Your Schools project carried out in cooperation with the Department of Health, Education and Welfare and The Eternal Light produced in asso- ciation with the Jewish Theological Seminary. • • • * U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpen- ing the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO AD- VERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCUtATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK U. S. RADIO • June 1958 51 TINY KEY (Cont'd from p. 2 1 ) house Electric, Raytheon, Bulova Watch, Elajin National Watch and Philco. There are a huge number of manufacturers who, ahhough not Hcensed for transistor output, are able to make transistorized products through outside purchase. The number of companies actually producing radios with transistors is 29. In addition, foreign countries, notably Japan, are active in this mar- ket and are exporting sets here. The price of radios with these new semi-conductors has become more reasonable due to improved produc- tion methods. Today, the price ranges from $25 to $100. There are a few models that are cheaper and some that are more expensive. The ])rice of the transistor itself has undergone price alterations. .\ transistor that woidd have cost $21 in 15)58 can be. purchased today for §1.50. This has come about through the efficiency of mass production. Connnercial transistor output has PERSON-TO-PERSON TO IGOR GREGORIAN The same day Russia launched Sputnik ^2, KWFT lis- teners heard the voice of Igor Gregorian, Russian govern- ment official, (hatting by telephone from Moscow with Dave Dary, KWFT News Director. The Cluban revolt . . . the Starkweather killings . . . the Mike TcKld crash ... all were reported K\ PHONE FROM THE SPOT, over KWFT. .A.lert rejMjriing by Dave Dary and Bill Ritchie . . . backed by .\P, UP, and over 50 cones}>ondents . . . makes KWFT's daily newscasts uniquely exciting . . . and puts solid impact behind s[K)nsor commercials! LEARN MORE . . . about the Southwest's sellingest radio station! Call your H-R man! L ow FREQUENCY Ben Ludy President & General Manager .^^ WA XIMUM CONOUCTi vir .-oKWFT CPiCWkc --Wichita Fails, Texas Coll Your H-R jumped from 1.3 million units in i',)51 to about 28.7 million in 1957 (see Report from RAH, p. 18) . The industrial revolution being created by this tiny giant is traced to three main advantages. It is small and compact, operates "cold" as op- |K)sed to ihe tremendous heat re- cpiired in the standard vacuum tube and if produced efficiently and used properly it is expected to last in- definitely. Another major value is that i( is coinparativclv imbrcakahle. Advantages Shown Sonuol ihf transistor's advantages can be \ i\ iiUy illustrated. It requires as little as one-millionth of a watt to carry a signal, while a conventional vacuum tul)e requires at least a lull watt ol power. .\s lor si/e, it is enough to sav (hat this de\ ice, smaller than a dime, (an do the job ol an eiglu-indi vadium lube. The beiuliis deiixed lioui its si/e are (liaiiiali(. Hell I.abs in 1957 an- n()un(e(l a transislori/ed (omputer whidi even in preliminary models was only about the size of a file cai)i- net. .\ similar electronic brain built with \a(uum tubes would have re- (piiicd several rooms of e(]iiipnient and ail (oiulitioning as well as added complex maintenance prol)lems. Other Fields In addition to the radio field, the transistor has vast application. One of the first commercial uses was in healing aids. In a tribute to ,\Iex- ander Graham Bell, inventor of the telephone and teacher of the deaf, Bell Labs granted transistor licenses without (harge to mainifa( Hirers of hearing aids. By the end of 1952, the first over-the-(()unter sales of tran- sistorized hearing devices had begun. Since then, (oinmcrcial transistors have sprouted into a great variety of e(]uipnient. ranging from tape re- »oP!i ^ PULSE — n/ftS* NUMBER ONE RADIO BUY SAN FRANCISCO KOBY BEPBESENTEU BIT PETB1 52 U. S. RADIO • June 1958 (oidfis lo ;i cliuk cU(()y: lioni liicl inji'\ir Force ex- pected CONELRAD to meet: 1) to pre\ent radio broadcasting signals from hel])ing enemy bombers to navi- gate to their targets in event of an attack and 2) keep am radio on the air during an attack to disseminate vital information to the public. As can be seen, the convention produced ample evidence of the vast strides radio made the past year and of the challenges it must accept for continued leadership. Just as significant the convention showed the many sides of the medi- um. It is a mover of goods as well as an entertainer. It is a social force that can bind the nation together during times of need. And, finally, radio is friend and informant. • • • 54 U. S. RADIO • June 1958 report from Canada * Sponsors Speak Out for Radio At CAB Convention; Medium's Many Uses Are Highlighted "Radio — the key to advertising, mer- chandising and public relations" was the theme of the radio workshop held in Montreal last month at the annual convention of the Canadian Associatic^n of Broadcasters. In addition, two American Broadcast- ers delivered keynote speeches on gen- eral subjects relating to the radio in- ckistry. Donald H. McGannon, presi- dent, Westinghouse Broadcasting Co., New York, discussed "Radio in the television age," and Worth Kramer, executive vice president, VVJR Detroit, challenged stations to re-examine their advertising policies, rate structures and prograniniing. Radio's Significance Representatives from three Canadian companies emphasized the sound medi- um's significance in promoting sales and good will for their firms. Radio's success as an advertising med- ium was discussed by E. R. Fisher, ad- vertising manager, Pepsi-Cola Co. of Canada Ltd., Montreal, who told how radio is used nationally by his firm and locally by bottlers to build sales in their own areas. The use of radio as a merchandising tool was explained by Ben Dobrinsky, director of advertising, Steinberg's Ltd., Montreal, who testified that radio is in- valuable in merchandising products sold in his firm's chain of supermarkets. "Radio — -a key to public relations" was demonstrated by Kenneth H. J. Clarke, manager of Canadian sales and market development, the International Nickel Co. of Canada Ltd., Toronto. Mr. Clarke dealt with the use of the sound medium by his firm as a public relations factor and as an integrated part of the overall corporate and prod- uct advertising campaign. In order to keep testimonials to ra- dio on the lips of advertisers, WJR's Mr. Kramer advised station executives to keep improving their operation since "tliere should be no status (juo in our dynamic business." On tlie business side, Mr. Kramer asked for a reappraisal of advertising acceptance standards and "rate card in- tegrity. Do you have a well-defined code? Do you observe it? Do your salesmen know it thoroughly? Have you shrugged your shoulder at the contin- gent advertising offered you?" As regards programming, Mr. Kramer asked, "Are your entertainment pro- grams really entertaining, or has your programming brain trust succumbed, as have so many across the border, to a raucous, nerve-jangling format." Mr. Kramer also urged station men to keep their news and information pro- gramming up to date and well balanced between international, national and lo- cal news. He also emphasized the im- portance of public ser\ice activities. Public Service Success Mr. McGannon in his talk gave par- tial credit for Westinghouse's success to its belief in bringing public service pro- grams to the listening audience. In ad- dition, he emphasized the importance of news, weatiier, time, traffic, where-to- go. what-to-do programs, "and all tlie other hints, suggestions and guides that make people listen to the radio." Mr. McGannon advocated editorial- izing by stations both as a public serv- ice and as a stamp of station individ- uality. He underscored the importance of each station's doing research on the audience in its market so that it can tailor its programming to its listeners and a\oid "alleged saineness of pro- gramming." Television, Mr. McGannon declared, actually did radio a favor, because it forced station managements to find new, more effective ways to sell and to program. • • • Radio's First 38 Years NOW . , . Reprints of selected articles and features in U.S. RADIO are available in the above form. Other articles and features in U.S. Radio can be reprinted for your use at nominal cost. For complete details write — Reprints U.S. RADIO 50 West 57th Street, New York 19, N. Y. U. S. RADIO June 1958 55 BEFORE BUYING RADIO IN KENTUCKIANA Check your John Blair Man or Bill Spencer at WKLO LOU! SVILLE ^^^ 1080 KC radio ratings Adult Listenership Stressed in Young Survey; Rating Firms Exchange Measurement Views ^- Miiiosi SJ ])ii(rin ol till' lisuiuis to iiKijor iiKkpcndciu stations betwci'u the hours of () a.m. to fi p.m. arc aduhs. a(- lordiii^ to ail audience analysis of 10 major markets condiirted for Adam \Ouii.i; liK. 1)\ 1 lie Pulse Int. ■ 1 o he exact." says .\dani ^'()Ullg, "it i; 84.') percent and there is \ery littli' \ariatioii from market to market." Ilie stud\, the president of the stalioii lep- resentative firm notes, shows tlii' audi- ence breakdown of what he terms 'mod em stations." ".Modern radio." as defined by the \()uni^ people, is based on "se\eral key principles." The first is that "iiuisical selection is designed to appeal to the greatest numbir of people. Next, aleri news (overage is essential, with hxal de\el()|jments highlighted to (re.ite lis teller interest. "Weather information, frecjueiitly broadcast, is .in al)soliii( must. I rallu iiiloi Illation, particularly during coiii- iiuitiiig hours, is \ital. 'Die vciice cpial- it\ ol the station must be companion' able and enjoyable." Other key com- ponents of "modern radio ' are tigiit |jroduction and live, urgent pid)lic ser\- icc'. Conclusions Reached ■\\C reached leit.iiii c one hisioiis lioiii the stiuh." reports 1-raiik (i. Boclim. "lOuii'.^ \ice |)resiclciit. "We louiid out that (I) the .ludieiue of ■|iiod(iii radio' stations are predominantly acliili. and (2) modern stations reach more ol the impressionable \ouiiger (IH to ;1")) women." riie stu(l\ was made ol the- lollowilig iiidejjeiident stations: WNKW New Voik; WIND Chicago; KI,.\C Los y\ii geles; WDGY Minneapolis, .Minn.: WSAI Cincinnati, O.; WEMP Milwaii kee, Wise; W'llX New Orleans, La.: WAKE Atlanta, Ga.; WQAM Miami, Fla., and KJR Seattle, Wash. "Getting back to that first conclusion — that 81.9 j^ercent of the daytime audi- ence, market by market, was aclidt," says Mr. Boehm, "an interesting figure comes out of the 3 to 6 p.m. jjeriod. Even during this time of highest teen- age listening. 72.7 percent of the listen els to 'modern' stations were adults." Measurement a Tool Delegates to the Los .\ngcles NAH (oiuention (sec st())\ />. '/) heard rep- iesentati\es ol thc' rating services agree that audience measurement is primarily a tool for broadcasters to use in examin- ing the strengths and weaknesses ol their stations. "The fault with laiings," according to Edward (i. Hynes Jr., president of Irendex Inc., "is not the research but the use being made of it." I'rank Stisser, president of C. E. Hoo])er Inc., urged broadcasters to "stoj) playing the numbers game" with ratings, which he called a "comparative guide to the si/e of the radio audience." "The low per-broadcast rating has be- come a misleading and treacherous yardstick for modern radio," according to George E. Blechta, vice president of tlie A. C. Nielsen Co. "It is cumulative audience figures that gi\e a fairer pic- ture of the medium's dimension." Ra- dio, Mr. Blechta said, becomes a pri- mary medium when it talks of total per- lormaiice and not indixidual steps lead- ing up to it. I In- leiiiaiks ol Dr. .Sydney Roslow, director ol the Pulse Inc., concerned the NAB Research Committee's "Radio Au- dience Measurement" report (see March 1958 i.ssue). He praised it as a "valuable, thought-provoking report . . . refreshing, direct, practical and objec- ti\e." He said that in analyzing Pulse data it was found that the out-ol-hoiiie audience adds 22 percent to in-home audience in winter and 2!) percent for the Slimmer period. E. K. Hartenjjower, chairman of the N.\B's Radio Research Committee and general manager of KCiMO Kansas City, Mo., moderated the discussion. • • • 56 U. S. RADIO June 1958 NOW... a complete AM-FM Service unavailable from any other source SUBSCRIBING TO OUR AM-FM SERVICE, you first receive our 212-page 1958 AM-FM Station Directory which lists all U. S., Canadian, Mexican, Cuban and other North American stations (1) by States and Cities, (2) by Frequencies; also, all AM & FM applications pending as of Dec. 31, 1957 (1) by States, (2) by Fre- quencies. There is a special listing of all Stations by Call Letters, and a listing of Type-Accepted Transmit- ters and Monitors. The 1958 AM-FM Directory is punch-holed, and con- tained in a sturdy binder big enough also to include the Weekly Addenda you will receive. These run 4-6 pages, and fully report each week's FCC actions — grants, additions, changes, applications, etc. Also reported are latest radio station sales, first as announced and then as acted upon by the FCC. The AM-FM Addenda pages contain all data avail- able through each Friday, are mailed Saturday, usually will reach you Monday. They are designed, in a word, to keep the AM-FM Station Directory up-to-the-minute for ready reference. New subscribers will, of course, receive all 1958 Addenda to date, along with the Directory, in the embossed binder. • Full year of AM-FM Service . . $50.00 • Six months of Service .... $27.50 RadsStsttntwwhiyJ ■^ii' ADDENDA ' ADDENDf^ ADDENDA I 1^^ Tka-. wilb ELECTRONICS REPORTS WYATT B U I I D I N G Af W A S H 1 N G TO N 5, 0. C. STERLING 3-1755 ORDER YOUR SERVICE TODAYl^ Television Digest, Wyatt BIdg., Washington 5, D. C. Please enter my subscription to 1958 AM-FM Q Full year $50.00 Station Directory with weekly AM-FM Addenda r— i ^ months $27 50 to keep it current. Embossed binder included. Nome Compnny Street Address City & State n Bill me □ Bill company names and faces Noting the Changes Among The People of the Industry AGENCIES 1)A\ ID K. McCAI.L. associate copy chief, and REVA FINE RORDA and CLlllORD D. FIELD, copy supervisors, elected vice presidents by Ogilvy, Benson & Mather Inc., New York. GEORGE POLK, in charge of radio and tv programming and planning at BBDO, New York, elected a vice president. Also, I. NEAL WILDER and FREDERICK J. EDWARDS have joined the New York office as account group head and account executive, respectively. JAMES M. LOUGHR.AN, formerly account supervisor wiili Erwin Wasey, Ruthraull !v Ryan, Los Angeles, appointed \i(f president in charge of client service for Donahue & Coe Inc., that city. ROGER WOLB.ARST named manager of public relations and publicity for the corporate and industrial division ol Donahue & Coe Inc., New York. Also, EDMOM) B M Mil R a|j])ointed an account executive. GERALD L. FREE.M.A.N appointed radio and iv director of ihi Kclkr ClriMCiu C"(j.. Evans\ille, Ind. STATIONS IRVING PIIIl.I.ll'S naiiud \i(e president and general man- ager of KDAY Los .Angeles and FR.\NK CR.ANE named ex- ecutive vice president of the jjarent organization. Radio California Inc. J.AMES C. DOWEl.I. appoiiued \i(c |jresideru and geiur.il manager of KIOA Des .Moines, la. BEN HOBERMAN, formerly with WXYZ Detroit, named general manager of W.ABC New York. J.\CK DE MELLO, formerly with Vance Fawcett .\ssociates, Honolidu advertising agency, named general manager of KFOX Long Beach, Clalif. LES SEIFFI'R named general manager and sales executive of KRHO Las Vegas, Nev. LLO.N H. LOXVEN I'H.AL. lormer vice president and general manager of Musicast Inc., named general manager of WKR(]- F.M Cincinnati, O. ROBERT M. HETHERING ION. former vice president and sales manager of K.\TZ St. Louis, Mo., appointed general manager of KXLW St. Louis. X'IRGIL \'. EVANS JR. promoted to managing director of WB I Charlotte. N. C, and I'.\LIL B. MARION promoted to general sales manager. TONY KRAEMER, former advertising and promotion man- ager of WRC.A-.AM-TV New York, appointed sales dcvelo|)- ment director of Crosley Broadcasting Corp.. Cincinnati, O. PAUL C. LOUI HER named \ ice president in charge of radio and station manager of WA'E'F Rochester, N. Y. HERB L.ANDON named director of public relations and JOHN NEWM.AN appointed director of advertising and pro- motion at WMGM New York. CHARLES KLUG promoted to fm program coordinator for Westinghousc Broadcasting Co. GEORGE \\\ FEE promoted to station manager at ^VALT Tampa, Fla. ROBERT SINCLAIR i>rom()te(l to station manager of WCHS LESLIE MUNRO appointed a copv Mipeivisor ai Fletcher D. Richards Inc., New York. She was formerh a vice i)resiileMt with Kenyon & Eckhardt Inc., New York. ADRIAN BRYAN COURIE promoted to radio and tv copy supervisor at Norman, Craig R: Kununel Inc., New ^()Ik. .Mso, BEX'ERLY FLEMING and ALAN KOEHI.FR have joined the agencN as copywriters. lAI.ER K.VUS, formerly preseniaiions dircctoi ol Mi ('.(ill's magazine, has joined the copy stall ol llic W'exton Co. lui.. New York. (iERRY FORD appointed execini\c' producer in cliargi' ol (onunercial production and S.ANDY GASM.AN appointed a timebuyer at Hicks & Greist Inc., New York. Also, DAVID MILLER promoted to radio-tv estimator and .ARLENE IIIR.SCH named radio-tv traffic coordinator by the agency. WILLIAM H. MILLAR JR., formerly with N. W. Ayer K: Son Inc., Philadelphia, has joined Lambert .*s- Feasley Inc., New \ork, as a timebuyer. (.h.iileston. W. \'a. R0C;ER S. DAVID.SON, former general manager oi KLOU Lake Charles, La., appointed sales manager ol W.\IL Baton Rouge, La. J.\MES K. WIL.SON, formerly with Campbell-Mithun Ad- vertising Agency, St. Louis, Mo., ii.imeil an account executive It WCCO .Minneapolis, Minn. (.FOR(.E W. MA.M.XS named local sales manager of WCUE Akion, O. REPRESENTATIVES I liOMAS C. II \RRIS().\, loiiiier vice jjicsident in charge of sales lor .\IU; Radio, named sales manager of Henry I. Christal Co. Inc., New York. Also, PHILBIN S. FLANAGAN named eastern sales manager. CL.ARK N. BARNES, formerly with Burn Smith Co., Los An- geles, appointed manager of the Los Angeles office of John E. Pearson Co. L. EDW.ARD I ILDEN JR., former account executive at WBB.M Chicago, has joined McCJavren-Quinn Co., Chicago, as a sales rejjresentative. V.AL BRUCE, fonner account executive at KENS San An- tonio, lex., has joined the sales staff of Bob Dore Associates, New York. DAVID E. C;A.SSIDY, formerly with the John E. Pearson Co., has joined the Los Angeles sales staff of .\dam Voinig Inc. NETWORKS )(J1L\ II. WHILE promoted Irom natioii:d sales manager of ■ABC radio network to the newjy-created post of director of national sales. CARROLL V. H.ANSEN, coordinator ol news and sports for CBS Radio, named to newly created post ol |)rogram (oordina- tor for the CBS (jwned radio stations. INDUSTRY-WIDE RICHARD N. ROHHINS a])poiiUe(l jjublicity and promotion director of (lommunitv Clui) Services Inc.. New \ork. Loiventhal McCall Harrison flobtnniin IVItite l.uullicr Kiaancr 58 U. S. RADIO • June 1958 U.S. RADIO... the monthly magazine for buyers and sellers of radio advertising It has been predicted that ''In 1962 radio alone will be doing $1.4 billion . . . double the current figure/' Radio is the mass medium to reach the whole of America. U. S. RADIO stands ready to fill the needs of advertisers in their use of radio. An analytical and idea magazine for buyers and sellers of radio advertising, U. S. RADIO devotes its entire energies to this vast field of radio. Articles and features on the planning and buying of radio advertising, delving into the whys and hows in the successful use of all radio, are supplemented by regular departments presenting in concise form the news and trends of the radio industry. The Only Magazine Devoted 100% To Radio Advertising to Receive U.S. RADIO Regularly Each Month, Mail in This Form, NOW! U.S. RADIO lULscRLPjjON 50 West 57th Street New York 19, N. Y. Please see that I receive U.S. ImADIO 1 YEAR $3 0 2 YEARS $5 C Name. .Title. Company Type of Business □ Company or □ Home Address. City Zone. State. PLEASE BILL D PAYMENT ENCLOSED D EDITORIAL taking the radio pulse HANDFUL OF PRESCRIPTIONS I akint; ihc juilsc ol a lni;>inc?>s i.>> soiiiclinics (loiic l)c■^t at iiuliistry gatherings. The 36th an- nual inettiiig ol llic Xational Association ol BroatUasieis at I.os Angeles was no exception. Pel haps mole than at an\ other time in recent years the statiiN ol ladio's health was analy/ecl and passed upon. A l)ig handlul of prescri|)tions was passed out to ensure eontinuint; lualih. (See XAB Meeting Is Radio-Activc. |>. .'! 1 ) . .\s we see it, the biggest c hallenge hioaclc asters brouglit home with them was made l)\ \(.i. Chairman [ohii (... Doeiler. He chicled them loi not taking iij) liie job ol editoriali/ing or (om menling on issues. Chairman Doerlei stated that only about five jjercent of the radio stations edi- torialize on a daily basis, with al)out .S5 perceni doing it occasionally. .\lthough he conceded there are major prob lems for the broadcaster to face in editoriali/ing, he urged them to ]nin the battle now against the "ill-informed."' Chairman Doerler's comment on the subject was that il "broadcasting is regarded solely as an oj)poitunitv to make money, the federal government . . . will e\eiiluallv either impose stricter regulation or ma\ e%en make a ino\e for outright re-entry." NATURAL FEARS MUST BE MET We belie\e that because radio is a communica- tions medium — the mass medium — it must be- come an integral part of the community it serves and take a position on local issues. The natural fears of incurring sponsor displeasure or aggra- vating a public official must be met and overcome if leadership is to be built. Chairman Doerfer indicated that Congress as well as his agency are standing in lull support of broadcasters in this regard. .\ highlight ol the Ijioadc aster meeting was the enthusiasm over Im. .\Iiliougli the slepped-up acti\it\ ill Im is at the highest it has been in a decade, a chiel stumbling block in its path is the lack of accurate, cinuni figures on receiver sales. The N.AB, through |oliii Meagher, radio vice president, has been urging iiiaiiuiacturers to co- operate by releasing these figures regularly. We acid our voice to that of N AR's and hojje that progress will bc' made in this direction shortly. I'he X.\B conclave served as a sounding board lor the exchange of ideas — and as we said pulse taking. 1 his annual "icdedication" to the effec- tiveness of sound commercial bioadcastii'g and impoi lance of local community interest should be remembered iliiounlioui the vear. NORTH AMERICAN RADIO PROMOTION .May was the month lor radio on the North American continent. Radio stations in the I'.S. spent the entire month piomoting radio to the public and advertiser. Much of it was through sober editorial comment on the values of the sound medium, with the remainder made u]) ol a myriad of local ])romotions. (ianada spent the week of May 4 to 11 doing essentially the same thing. The idea lor a radio month or radio week is welcomed. It jjrovides business and government leaders, as well as the listener, with a chance to renew their awareness of radio's place in society. 60 U. S. RADIO • June 1958 MONTH AFTER MONTH ARER MONTH Radio Memphis IS flRST! (PULSE, August 1956, through March 1958) MONDAY THROUGH FRIDAY 6 AM-Noon % Audience AUGUST 1956 ; 22 NOVEMBER 1956 _ 23 JANUARY 1957 23 MARCH 1957 24 MAY 1 957 23 JULY 1957 23 SEPTEMBER 1 957 24 NOVEMBER 1957 _ 24 JANUARY 1 958 ,.24 MARCH 1 958 25 Noon-6 PM % Audience Tie) Firsf 20 (2) 22 22 23 23 23 23 24 24 24 No, we didn't forget 6 PM to midnight where WMPS also ranks first. (Pulse March, '58) It's just that we thought we'd cluttered up the page with enough firsts as it was. So, here's proof that the programming policy of WMPS has withstood the test of time and competition. This same outstanding programming is heard on the other Plough stations in Baltimore, Boston and Chicago. Keep your eye on these other Plough, Inc. Stations: Radio Baltiniore I Radio Boston I Radio Chicago WCAO I WCOP I WJJD REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES. INC. NEW YORK CHICAGO LOS ANGELES BOSTON ATLANTA SAN FRANCISCO SEAHLE IN THE LAST ISSUE, WE ASKED YOU TO GUESS THE CALL LETTERS OF OUR STATION FOR $500 CASH WHO ELSE COULD WE HAVE BEEN, BUT,. . 1240 ON YOUR DIAL LOUISVILLE, KENTUCK] 459 TIME BUYERS CAN'T BE WRONG! AVERY KNODEL NATIONAL REPRESENTATIVE GLEN A. HARMONI GENERAL MANAGER r buyers and sellers of radio advertising liiTTfld K FOR FALI der Way Indical Buying Activity I UGH DRUGS lion Radio Formula Spot and NetworJ^ page '^ SMALL FRY ;c Audience Small. Nielsen Data Reveals page 2< st Study Examinees Id Economic Factors page 30 Puts $3.5 Million ^ograms and Spots It Male Audienc Lpage ft^i 35 YEARS OF PROGRESS... AND A NEW BEGINNING The official dedication of WRC's new studios took place on May 22nd. With its new facilities, Washington's first radio station will continue to be Washington's favorite radio station. WRC • 980 Represented by NBC Spot Sales NBC Leadership Station in Washington, D. C. /^ Toint ufitk TrUk,.. 10,000 WATTS EFFECTIVE RADIATED POWER* WEZL RICHMOND, VA.I ON THE AIR . . . APRIL 20, 1958 WEZL beams its E-Z listenini; wiih 1 (),()()() watts effective radiated power where 5. ()()() watts into a top-loaded tower gives the equivalent efficiency of a 1 {),()()() trans- mitter into a quarter-wave tower. < " v-^ ASSOCIATED WITH WVOK , BIRMINGHAM -WBAM , MONTGOMERY tJ^- (A LABAMA'S MOST-LISTENED-TO and PROVEN POWER and COVERAGE STATIONS) ^ (AND SOON "WARE, JACKSONVILLE, FLA.) All /\lciti(malU^ [lepAe4£^iied Lf Radw TV FepreseniaUves,Jnc. NEW YORK • CHICAGO • BOSTON • LOS ANGELES SAN FRANCISCO • SEATTLE • WCCO RADIO DELIVERS . . . More Adult Listeners than all other Minneapolis-St. Paul stations combined If More Market: 1,008,000 radio families in 114 basic area counties of Minnesota, Wisconsin, Iowa and South Dakota. More Acceptance through vitality of modern programing for the audience you want to reach. Call or write for full facts. ^Nothing sells like acceptance . . . WCCO Minneapolis-St. Paul. The 50,000-Watt Giant In tune with the great Northwest Represented by CBS Radio Spot Sales tNielsen Station Index, Mar.- Apr.. 1958 ' Station Total, 6:00 AM - Midnight, Mon.-Fri. lO ^(jfS/0^^ /K/ Summer, this 1958 finds the big Radio WOW area a luxuriant Oasis on the economic maps"^' of the U.S.A. Cash from farm marketings hit over $700 million with Nebraska up 35 "^f and Iowa up IV'r . Cattle's about $25. The ponds and creeks are loaded, too. SAC (which annually pumps $30 mil- lion into Omaha area payrolls and pur- chases) will spend an extra $25 million for missile bases. This'll make 1958 construction total up to a quarter of a billion. Sow your ad dollars in the WOW Radio Omaha Oasis. Call John Blair now. *See FORTUNE — April 1958, FORBES — May 15, 1958 and RAND McNALLY'S Map of Business Trends for May 1958 New WOW-Land "boom" news is the Strategic Air Command's $25 million world missile bases project. This'll bring 19.58 construction (private and state) to the quarter-billion mark. All this and good farm, too! REGIONAL RADIO WOW 0(Ha^ CBS AFFILIATE FRANK P. FOGARTY, Vice President and General Manager BILL WISEMAN, Sales Manager JOHN BLAIR & COMPANY, Representatives WOW and WOW-TV, OMAHA • KPHO and KPHO-TV, PHOENIX WHEN and WHEN-TV, SYRACUSE • KCMO and KCMO-TV, KANSAS CITY KRMG, TULSA, OKLAHOMA Meredith Stations — affiliated with Better Homes and Gardens and Successful Farming Magazines v. S. RADIO July iWS airwaves Radio's Barometer $385,00 19 100 Local Est.) $220,00(C)00Spot (1SB Est.) $95,000M)0 Network i^Sek Est.) 36,500, 140,001 Car Radios 0 Sets in Use ons on Air Spot: National spot radio advertising revenue lor the fust (juarter of 1958, according to Station Representatives Association, was at a record high — §46,171,000. The new estimated total is a gain of lour percent over the S44,4 11,000 for the same [jeriod last year. Lawrence Webb, SRA managing director, predicts that il this trend continues, 1958 will be the best spot radio year on reconl. Figures released by Radio T.V. Representatives show a fust-quarter gain of .S3. 3 percent over the same period in 1957. The firm handles radio stations only. Network: Current new business and renewals reported by networks have come Irom NBC and CBS for varying periods, respectively. NBC reports $3 million in net revenue in new business and renewals. CBS announces more than SI. 4 million in new business (see Report fyoni Xetn'orhs. p. 60) . First-quarter revenue for the Keystone Broadcasting System is .30 percent higher than 1957's first quarter and, according to KBS President Sidney Wolf, if the trend continues 1958 will be the best year in the nnal net- work's history. With the recent addition of six stations, KBS now services a high of 1,041 outlets. Local: A National .Association of Broadcasters' survey of 800 radio sta- tions reveals the expectation of a two percent rise in average revenues (see Washington, p. 9) . .\ similar N.AB survey at the end of the first quarter of 1957 showed a concensus prediction of a three percent in- crease. Stations: Total stations on the air, both am and Im. increased again in fune — to 3,789, up 10 over May. Commercial AM C ommrrcial FM Stations on the air 3,248 541 Applications pending 406 40 Under construction 92 87 Sets: Total radio set production for .\pril 1958, excluding car radios, was 697,307, according to Electronics Industries Association. Total for the first quarter was 3,532,066. Radio set sales in Aj^ril came to 402,283, with a first-quarter total of 1,895,951. .\uto radio sales came to 190,435, with a 1,043,470 first-quarter total, .\pril transistor sales reached 2,856,- 234, with a total for the first quarter of 11,895,032 comjjared with 6,899,000 h)r the same period in 1957. U. S. RADIO • July 1958 Radio's First 38 Years NOW . , . Reprints of selected articles and features in U.S. RADIO are available in the above form. Other articles and features in U.S. Radio can be reprinted for > our use at nominal cost. For complete details write — Reprints US. RADIO 50 West 57th Street, New York 19, N. Y. for buyers and sellers of radio advertising ^ '^ABIO JULY- 1958 VOL. 2 - NO. 7 . . . IN THIS ISSUE Will If Be Better Than 1957? Ouilook lor l-.ill Hiniii!; Is Strong; Radio's l'(oiioiii\ Is Hit; I'icdor Texaco Tackles the Man II iIr- Mali- Is in Clliarf^e of Aiivtliiii.i;>. It's His Car — and Trxaco Programs to II in Plough's Prescription for Radio Spot and Network Sliaif in I'oinuila HIcndcd From Rcstardi and 1- \|)cii( luc Teenagers Are Radio's Small Fry Xudiinci- Data Shows 1 hat Adults Dominate at \n\ lime ol the I)av Radio in 10 Midwest States RjiIkj and I lonomic l''a< tors Arc Linked in Market Stiulv . . . DEPARTMENTS . . . Catherine Scott Rose lonah Gitiitz Art Editor Rollie Devendorf ASSISTANT EDITORS Michael G. Silver Patty Kirsch Patricia Moran Secretary to Publisher (Wash in 1^1 on) Sara R. Silon ADVERTISING I'rudiiclion-SHles Scrrice Mgr. Jean L. Engel l\'estern Manager Shell Alpert 15 18 22 26 30 An waves 3 R.ulio Rej^isiers 54 Soundings 7 Report from R.\H 55 \Vashin<;ton "' 9 Report fioin Represeniali\( s 56 Silver Mike 11 Report from .\j;en( ies 57 letters to F.ditor 12 Report from Networks 60 If)( lis on Radio 46 Re|)ori Irom (ianada 61 Hometown U.S.A. 48 Radio Ratiii;4s 62 Comniertial Cliiiie 52 .N.niie-. and I-'atcs 63 Station I.o^ 53 I-'.ditorial 64 EDITOR AND PUBLISHER Airiold .Mpcit Business Manager Managing Editor U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Western Office 1653 So. Elm Street, Denver 22, Colorado. Skyline 6-1465. Washington, D. C— 8037 Eastern Road, Silver Spring, Md. JUniper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore II, Md. Price 35« a copy; subscription, $3 a year, $5 for two years In U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise If you move and give old and new address. Copyright 1958 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. U. S. R U)l() JmIv 19r)8 check the Rating of Your Choice — • Pulse • Hooper • Trendex You Too Will Choose... the Star statipits VITAL Stations n 2 Important Markets Serving over 3 Million People [3©Qli FIRST and Getting FIRSTER all the time 7 ndisputed No. in a 3 Markets the Star stations IF RESULTS ARE A MUST, SO ARE THE STAR STATIONS DON W. BURDEN — President KOIL — Omaha NATIONAL REPRESENTATIVE AVERY-KNODEL KMYR — Denver REPRESENTED NATIONALLY BY ADAM YOUNG, INC. KWIK — Pocatello NATIONAL REPRESENTATIVE AVERY-KNODEL U. S. RADIO • July 1958 Folks in the Twin Cities . . . Kansas Cit\ . . . New Orleans . . . and Miami know there's ne\er a let-down on a Storz Station . . . that's why ... in each of these four major markets . . . more people listen to the Storz Sta- tion than to any other. MINNEAPOLIS-ST. PAUL . . . WDCY is now first morning . . . lir>i .iturnuon . . . lirst all-J.iy Hoopur .ucragc (28.29^). First on Pulse, too. 50,000 watts plus 50,000 watt personalities. Talk to Blair, or General Manager [ack Tha\cr. KANSAS CITY . . . WHB is first all-day. Proof: Metro Pulse, Nielsen, Irendex, Hooper; .Area Nielsen, Pulse. All-day averages as high as 48.5^ (Nielsen). Remember — you get coverage and audi- ence on W'HB. See Blair or General Manager George W. .Armstrong. NEW ORLEANS . . . WTIX i^ 20 times more powerful . . . with i,iH»(i wans on 690 kc. First . . . all-d.ay. Proof: Hooper (32.27f) — Pulse, too. In fact, WTIX is lirst in 462 of 504 Pulse quarter-hours, and first in every single daytime '4. Sec Adam V'oung or General Manager Fred Berthelson. MIAMI . . . WQAM is first . . . all-d.iy. Proof: Hooper (40.1% . . . and first in 264 of 264 quarter-hours) . . . Pulse (432 of 432 quarter-hours) . . . Southern Florida .Area Pulse . . . Trendcx. See Blair ... or General Manager |ack Sandler. ^-ryx-Ti CD ivi ^ DAY'S RADfO FOR TODAY'S SELLING rODD STORZ, PRESIDENT • HOME OFFICE; OMAHA. NEBRASKA WD6Y Minneapolis St Paul REPRESENTED BY JOHN BLAIR & CO. WHB Kansas City REPRESENTED BY JOHN BLAIR & CO. WTIX New Orleans REPRESENTED BY ADAM YOUNG INC. WQAt\A Miami REPRESENTED BY JOHN BLAIR & CO. U. S. RADIO • July 1958 soundings Nescafe Buys New Campaign Featuring "Mr. Nes" by Bob & Ray The popularity of Bob and Ray airwave salesmen — and saleswomen — lias led to the creation ot another animated character. This one, lor Nestle Co. and its agency, Bryan & Houston Inc., New York, is lor Nescafe coffee. The commercials, created by Goulding, Elliott k Graham, New York, will featme a personality called "Mr. Nes," a wealthy eccentric. (See Coniniercial Clinic p. 52.) Radio Set- Sales Climb In Strong Tv Areas: RAB More than 68 percent more radios are bought in Levittown and Wantagh, Long Island, N. Y., areas 90 percent saturated by tv, than in the coinitry as a whole, according to a survey released by the Radio Advertising Bu- reau. In an effort to find out how well radio does against the heaviest tv competition, RAB discovered more than hall of the families in "'Telur- bia" acquired new radios last year as opposed to one third for the nation at large. Ninety-nine percent of these families alreadv had at least one radio. Spot Radio Boosts Sales For Pharmaco Drugs Doherty, Clifford, Steers & Shenfield Inc., New York, reports that spot radio has boosted sales for its client, Pharmaco Inc., drug concern. With a major portion of the firm's budget in spot radio, the agency reveals that sales volimie has risen dramatically in the face of very slight industry increases and an actual decline in per capita consumption of a major product, laxatives. Trend Towards 52-week Buys Revealed by Agency Survey According to a survey of agency, representative and network execiuives (see Outlook for Fall Radio Buying p. 15) , there is a trend towards increased 52-week buying among sponsors. Many seasonal sponsors, too, are taking longer schedules than before in order to insure choice time franchises and to take advantage of favorable discoinit structures. Westinghouse to Handle National Sales for Own Stations The move by the AVestinghouse Broadcasting Co. to represent its own stations (seven am and five tv) for national spot sales will be in effect by July 1, 1959. It is known that the company has been considering this action for many years. Peters, Griffin, Woodward Inc., which represents five radio and three tv stations of WBC, expressed gratification that spot billings for the stations are now at an all-time high. Program Concepts and Practices Studied at CBS Conference When the program directors of all CBS-owned radio stations met recently in New York, program concepts and practices \\ere re\'iewed. The meeting was under the supervision of Carroll V. Hansen, program coordinator. Among the top executives who addressed the five-day gathering were Arthur Hull Hayes, president of CBS Radio, and Jules Dimdes. vice president of station administration. High-Power Portable Transistor Set Developed by Zenith Radio Corp. Rapid developments in the high-power transistor portable field are pointed up by a new product of the Zenith Radio Corp. Tlie company is manufacturing a sensitive two-band all-transistor portable that is also a self-powered emergency navigation instrument. Called "The Naviga- tor," the radio is capable of supplying a lost airplane pilot, mariner or woodsman with the directional guidance to lead him home. Significant- ly, the radio also provides long-distance reception of standard fjroadcast stations. U. S. RADIO July 1958 paiirticipaition "sharing in commo with others Webster's New Collegiate Dictionary Bartell Family Radio keeps audiences alert for constant pitrticipiition by copyright Games for Family Fun, thought-provoking editorials, gay reminiscences ... all in a never ending stream of titillating intercourse of audience and lO pu.rticipa.tion creates a favorable conditioned re- sponse to an advertising message. Result: Advertisers always reach buyers Add rating dominance and you have the reasons v^hy FOR- TUNE selects Bartell Family Radio as America's most success- ful in the use of scientific methods for maximum audience. AMERICA S FIRST RADIO FAMILY SERVING 10 MILLION BUYERS Sold Nationally by ADAM YOUNG, Inc. for WOKY The KATZ Agency ^.-' Pending FCC Approval U. S. RADIO • July 1958 Washington Radio Reinstated in 1960 Census Bureau Count Radio is back in the I9fi() lederal census. Broadcasters insistence coupled with a niidgc from Capitol Hill were responsible tor the reversal of a Census Bureau decision to eliminate a radio set covnit in the 1960 study on grounds that intonnation would be meaningless since radio has very nearly reached the 100 percent saturation point. Senator Spessard Hol- land (D-Fla.) , who was instrinnental in having the count re-instated, argued that between 1950 when the last census was taken and 1960, radio has passed through a slump-resingence era and the great demand for radio statistics has made its inclusion a "must" in 1960. Census Bineau will provide up-to-date information on the number and location of radio households. At this point, although NAB has not given up hope, it is doubtful that Census can be fin ther persuaded to include data on fm and battery radios. NAB Survey Predicts Radio Cains for 1958 A survey conducted by the employer-employee relations staff of NAB reveals that the average radio broadcaster looks to 1958 as a year when his station's total revenue will be up approximately two percent. Other significant points to come out of the study: 54.6 percent of the radio outlets surveyed anticipate a revenue increase during this year; 23.2 perceirt declared revenues ^vordd be on a par with 1957: 22.2 percent look for a fall off in revenue. FCC and FTC Budgets Recommended by Senate Unit Dining fiscal 1959, the FCC will operate with a budget of S8.9 million; the FTC with $6 million. These are the amounts decided upon by the Senate Appropriations Committee for the two independent agencies most intimatclv involved in broadcasting. In the case of the FCC, President Eisenhower had asked for 88,950,000. The FTC appropriation was down $25,000 from the amoimt requested by the President. During fiscal 1958, the FCC appropriation was S8, 365, 000. The committee re- port noted that the increase was intended to give the connnission more personnel flexibility with an eye to^\•ards eliminating backlog cases. EIA to Furnish Set Count Data A nronthly tabulation of fm factory production is in the works at Elec- tronics Industries Association and is slated for release for the first time in August. It will sho^v July factory output figures. EIA's fm count was abandoned some years ago on grounds that interest in fm was at such a low ebb the service was unnecessary. The large upswing in fm station construction during the past year as ^vell as the construction permits outstanding (87 now compared to 23 a year ago) prompted EI.\ to take a second look at fm. (See Editorial, p. 64.) DBA Petition Provokes Comment: Pro and Con It's all over now but the availing for daytime broadcasters ■who would like tlie FCC to rule that their broadcast day should be extended. The deadline for filing opinions on the FCC proposal for such an extension brought a flood of conmients from broadcasters favoring the proposal as well as endorsement from more than a dozen members of Congress. But opposing interests — clear-channel outlets, networks and regional hook-ups — were numerous in their objections. Those favoring the plan stressed the "localness" of radio and the need for the medium to retain and strengthen this local service. But, countered the opposition, the proposal can't \\-ork technically without tampering with the entire allo- V. S. RADIO July 1938 THE FIGURES ARE STARTLING IN SAMAI4T0NI0 I 1 1 Oiu' ol the largest scts-in-iise fi;mires in tlic nation is YOURS in San Antonio . . . and yon get a vvhoj)])ing lion's share oi that andience when yon put your dough on KONO. It's the best buy for your clients' money . . . jjroved by figures . . . and proved by actual sales lor Ameri- ca's leading radio advertisers. If YOU are interested in getting a sales job done in San Antonio — See your H-R 4^ REPRESENTATIVE or Clarke Brown man 860 KC 5000 WATTS KON SAN ANTONIO RADIO WASHINGTON (Cont'd) cations systems through which sta- tions now so effectively serve ihc greatest number of people. FTC Rules Ouf Chain Store Merchandising Some ol i)r<)aci(asting"s good custom- ers and a lew of its best — Cieneral Foods, Hudson Pulj) X: Paper, I'. Uorillard, Piel Hros., Sinikist Grow- ers and Sunshine Hiscuit — have been lold to stop gi\ ing favored c ustomcrs promotional allowances through the toj) broadcast networks. I'he prac- tice, said the FTC, disc i iminates against the independent giocer and is a violation ol the F"ederal Trade Act . . . tantamount to an antitrust violation. Two courses of action are open to the firms involved: (lomph with the FTC riding and ,d)andon chain store merchandising or appeal the tiding, the lattei being the more probable dec ision. Bricker States Intentions In Regulating Networks . . . Assuiance came from Senator John Bricker (R-Ohio) during recent hearings on his bill to legulate net- woiks that he had no "ulteiioi motive" in authoiing the pioposed legislation. His intentions, he said, were simple: To give the FC^C power to do directly what it can now do in directly thiough its legulatory powei over station licensees. Netwoik spokesmen aigued that il this is the only puipose of the legislation it is meaningless. They agieed with Sen- ator Bricker that the terms of the bill seemed simple enough but in- sisted a closer look leveals its effects would be radical and sweeping. FCC Chairman John Doerfer called for a more concrete plan for regulation. . . . and Celler May Take New Look at Networking Just as the liiicker hearings weie getting underway, Rep. Emmanuel Celler (D-N.Y.) took the FCC to task for "what appears to be a delib- erate effort to refrain from taking action to ban various restrictive and anti-competitive practices" — option time, must buys and program tie-ins. In the Senate hearing and in the Celler statement, considerable em- phasis was placed on the justice De- partment's decision that these prac- tices violate the anti-trust laws. 10 U. S. RADIO July 1958 the P^^ THIS MONTH: JAMES G. RIDDELL Executive Vice President of American Broadcasting Co. Brings Successful Station Background to Challenge Of Network Broadcasting The new executive vice president of the American Broadcasting Co. has been in broadcasting since 1931 when WXYZ Detroit brought in [anies G. Riddell as an office boy. What WXYZ didn't know at the lime was that it had also brought in its future president and general manager. And as he takes up his network duties in New York this month, the native of Glasgow, Scot- land, who arrived in Detroit at the age of nine, leaves behind a record of distinguished citizenship in the Motor C^ity and in broadcasting. To his new post with ABC, Mr. Riddell will bring a string of suc- cesses in varied phases of station operation: Traffic clerk to traffic manager to assistant sales manager to sales manager — and on up to general manager of \VXYZ in 1946 and to president of WXYZ-AM-FM- TV in 1950. Mr. Riddell's theory of rimning a station combines good organization with progranmiing that stresses com- munity service, with a heavy accent on local personalities and newscasts. He is expected to make the Detroit operation a model for the other owned and operated stations. In announcing Mr. Riddell's new position at ABC and also his elec- tion to the board of directors of the parent American Broadcasting-Para- mount Theaters, Leonard Golden- son, president of AB-PT, called Mr. Riddell's experience "invaluable to us in cjur continuing expansion." One oi Mr. Riddell's main tasks will be placing the radio network in that "expansion" category alongside the other AB-PT divisions. He will report directly to Mr. Goldenson in these efforts, with the heads of the radio and tv networks and other de- partments reporting to Mr. Riddell. First efforts are being directed at improving ABC's owned and oper- ated stations. Many of them have newly-appointed general managers and Mr. Riddell is optimistic about their prospects. While in Detroit, Mr. Riddell's broadcasting activities incltided the chairmanship of the radio-tv com- mittee of Crusade for Freedom, which supports Radio Free Eiuope. He was also a member of the Radio & Television Executives Society and the Radio Pioneers did). A sports enthusiast, he was a gov- ernor oi the Detroit District Golf Association and president of the Red Run Golf Club. Other interests were the Detroit Athletic Club and the funior Achievement Advisory Board. • • • \A/PTF Raleigh-Durham the Nation's Radio Market . . . Nielsen #2 and in 1958 PULSE 32-County Survey Again FIRST in every quarter hour with an aver- age of 35% of the listening audience from sign-on to sign-oflF. Reaches as high as 56% and never less than 31%. >VPTF Reaches: • 1767c MORE listeners than a local network of eleven stations. • 424% MORE than Station B. • 517% MORE than Station C. U. S. RADIO July 1958 11 You get a lot t)t action on Blliol stations, hor example: A new advertiser, trying to break into the Akron market, ran a one-day "tree-gift" offer exclusively on wcue. Result: 2,300 cards and letters . . . sales "beyond expectations" . . . complete distribution in the Akron area. People are very responsive to what they hear on Elliot stations, because we give them more music, more news, more often. We give advertisers more, too. More listeners per dollar than any other station in either market's Greater Metropolitan Area. Giant Free Offer: New market data books on wcue and wiCE. Also, a free showing of the new color film on the Elliot stations. Just tell us what you want, and we'll shoot it to you fast. *Tlm Elliot, Pres. "Jean Elliot, Vice-Pres. WCUE AKRON, OHIO THI ILLIOT STATION PROVIDENCE WICE GREAT INDEPENDENTS • GOOD NEIGHBORS PROVI DENCE. R. I. Mistaken Identity Thank you lor iiuluding an interest- ing collection of photos and colorful recollection of airwaves' golden days in your May 1958 feature. }{'s First 38 Years. However. 1 luusi take issue with your reporter on the caption that ac- coni])anies the jihoto of an early Ring Crosbv show in KHJ l.os .\ngeles. He identifies the three young ladies as "Ring Crosl)\'s fncjuent guests, the .\ndrcws Sisters." Take a closer look. It's the famed Roswell Sisters act smiling oiu of the past. These were the gals that gave Patti. Maxine and I.aV'erne and other siibsecjueiit acts the sister trio idea! That's WDiuliilul Coiiiiec at (intii — she's still going slioiig in (lui)s and on records. Gregg Hunter Stiller, Rouse & IHunt Advertising Beverly hiills, Calif. ... Ii is a \ery interesting article and brings lo mind a number of events that many of us have lorgotten. I think perhaps your proof reader also forgot to read the page which shows a |iaragraph about 1933. It is a picime of Ring CJosby and the article says with the Andrews Sisters. I think vou will lind these arc the Roswell Sisters. 11 I am not mistaken, that is (lonnee in the middle. Regardless, it is a nice piece of ^vork and you aie lo be congratulated. John H. Wrath Executive Vice President Headley-Reed Co. C/)/cogo Gracious Lady . . . "^'our apology is accepted but cer- tainly not necessary on accounta' erasers were not invented strictly for u. s. ra- dio's use. We'd all better kec]) some within reach. May this letter find )c)u and yours enjoying the best of health and happi- ness. Connee Boswell New York From Across the Border In Radio's First 38 Years there ap- peared a picture which has great signifi- cance for me. It shows an early mike of a station to which I have listened over the years and it deals with a scene I have become very interested in. (WGN Chicago covering the Scopes trial.) I would like very much to have a copy 12 U. S. RADIO July THE EDITOR of that shot. Would it ]>v ])()>Nihlc to <;i\e me inforination uu how this luii^ht Ik- .i((|iiilfclr P. J. Hunter McConne//, Eastman & Co. Adverfising Calgary, Alberta, Canada id. Xote: Reprints ol the article are a\ ailai)le. 'Must Read' You're iloiug a fine job in covering the significant news in u. s. r.adio. Because the major advertising effort ol our client, Sinclair Refining, is in spot radio, your excellent magazine is tops on my "nuist read" list. Keep up the good work! William L. Wernicke Vice President, Radio-Tv Morey, Humm & Warwick Inc. New York Bache — Rebuttal I iccl it necessar) to reply to the cor- respondent from WKRZ Oil City, Pa. (see Letters to the Editor, June 1958). ,\s a result of your story (Bache Pre- selects.Audience. Afarch 1958) we did buy in several additional markets where such a program fits the overall sales promo- tion program of our firm. To mention just one we are beginning a daily oper- ation in Tulsa, Okla. To set the record straight Bache & Co. has never and will ne\er look for any services or goods "free of charge." What we, however, do when a legitimate news medium approaches us for financial in- formation to render to readers or listen- ers as a public service, is to willinglv comply and ne\er request and certainly never insist that such credit be given to us. We have found that o\er the years alinost all news media as a matter of sound journalistic practice identify the sources of information as a matter of authentication. This firm has maintained a year- round. 24-hour news operation serving all media and one standard principle of ours has been never to request or expect credit for it, but when we receive it we are certainly deeply grateful. Henry Gellerman Dlr. of Adv. & Public Relations Bache & Co. New York Report From Agencies Could you send us several copies of the June issue of i. s. radio? Lawrence Butner Timebuyer Albert Frank-Guenther Law U. S. RAOIO the monthly magazine for buyers and sellers of radio advertising )^ It has been predicted that "In 1962 radio alone will be doing $1.4 billion . . . double the current figure." Radio is the mass medium to reach the whole of America. U. S. RADIO stands ready to fill the needs of advertisers in their use of radio. An analytical and idea magazine for buyers and sellers of radio advertising, U. S. RADIO devotes its entire energies to this vast field of radio. Articles and features on the planning and buying of radio advertising, delving into the whys and hows in the successful use of all radio, are supplemented by regular departments presenting in concise form the news and trends of the radio industrv. To Receive U.S. RAMtlO Regularly Each Month, Mail in This Form, NOW! U.S. RADIO 50 West 57th Street New York 19, N. Y. SUBSCRIPTION Please see that I receive MJ»1S» Mmj\MwMwP 1 YEAR $3 n 2 YEARS $5 C Name. .Title. Company Type of Business □ Company or □ Home Address. City Zone. State. PLEASE BILL D PAYMENT ENCLOSED Q U. S. RADIO July 1958 as basic as the alphabet E ssential for Michigan sales and profits Seventy per cent of Michigan's population commanding 75 per cent of the state's buying power lives within WWJ's daytime primary coverage orea. EGYPTIAN Several thousand years be- fore Christ, the Egyptians used a rough sketch of a man with upraised arms as the symbol for high. PHOENICIAN From 1 500 to 1 000 B.C., the citizens of ancient Tyre em- ployed a variant of the Egyptian form to signify the first sound of its nome, he. GREEK As early as 800 B.C., the same letter hod been turned around and appeared on Greek inscriptions. Its new name was epsilon. ROMAN By 700 B.C., the Etruscans had borrowed the letter and passed it along to the Romans who shaped it in the form we use today. E E Hittorical data by Dr. Donald J. Lloyd, Wayne State Univertily Elementary, Mr. Advertiser! Today, as it has been since the birth of commercial broadcasting, WWJ is your basic buy for successful radio advertising in the great Detroit Southeastern Michigan market. Start your fall radio campaign here— with the WWJ Melody Parade, the WWJ features originating at Northland and Eastland Shopping Centers — with sales- minded personalities like Hugh Roberts, Faye Elizabeth, Dick French, Bob Maxwell, and Jim DeLand. It's the ba$/c thing to do! m m mim M M ■ am end fm WWJ RADIO WORLD'S FIRST RADIO STATION Owned and operafed by The Detroit NeWS NBC AfFiliate National Repretenfalives: Peters, Griffin, Woodward, Inc. 14 U. S. RADIO [ulv 1958 U. S. RADIO • JULY 1958 Outlook for Fall Radio Buying: Will it Be Better Tlian 1957 SURVEY OPINION: As strong as last year's fourth quarter, probably stronger. FACTORS: Spot should hold big, network expected to move up. Rates are rising {five to 10 percent) and agencies are concerned about crowding during driving times. For most Americans, sum- mertime is playtime and fall is only a pale specter on the hori/on, at least several sunburns away. For the radio industry, ho^v- ever, the hot weather months are hard working months when plans are laid and schedules made for the critical fourth quarter. With the experts jjredicting that 1958 would be the best vear in radio history, the lall quarter — wliich tra- ditionally kicks off the new season — assinnes added importance as radio men get ready for an all-out dri\e to make these rosy expectations a reality. u. s. RADIO has just completed a survey of agency, network and rep- resentative executives to determine the outlook for autimin. While most campaigns are still in the plan- ning stages, the consensus in all these fields is that radio billings will be at least as high as they were last fall and probably higher. Estimates ranee from "radio will be a little off" to "billings should be up 15 per cent." Specifically, these conclusions stand out: • Spot radio will hold strong and in all probability will be up U. S. RADIO July 1958 f^ ^% Tom Vlsccardi, media buyer, Y & R. 'fiiuliiel l.s hecoininti more of a co/isid- eralion. Ed Fieri, spot best, supvsr., BBDO. W'lore advertisers want more radio time.'' o\er the sauK- period l,i-,i \c;u. Network latlio \\ill l>e in no- ticcal)Iy better sliape than hist Tail, \\hith is panic ulaily sig- nificant in \ iew ol tlic hict that the hist tjuarlci ol 1!)37 ^\•as one ol the most successlul in recent netuoik history (since the acl- \ent ol television) . • Kcononiic talk lias .illectecl lall planning in that clients are more taiilioiis in approving budget allocations. While most agency men do not expeci this to affect radio spending materialh; it does p()st])()ne actual l)ii\ing. • Radio rates are rising, estimates varying between five and 10 per- cent. • There is increasing anxiety in agency circles over the jjroblem ol over-connnerciali/ation by stations, especially dining tlu' popular dri\ing times. Old and New Advertisers .Vmong agenc \ execiilixcs who pre- (li( t that spot billings will m.iin- lain the status ()uo or inc rease slight- ly over a year ago. most cm|>hasi/e the recession as a lactoi woiking lor radio. .Xccording to I Om X'isiardi, media buyer, Young K.- Rubieam Inc.. New York, both old and new ladio acbertisers are turning to the sound medium because ol its wide coverage and lovv cost at a time when budget is becoming more and more ol a con- sideration. The high cost and tight availabilities ol tv are also a lac tor in clients' pi, inning this lall, he stales, and as a result radio is being considered by advertisers who might normally go into spot tv. .Vnother inteiesting trend pointed up in the survey is the increasing number ol advertisers signing for 52- weck spot schedules. They are tak- ing advantage ol radio's tavorable discount structure and the chance to get their spots in the ])rime time periods. Old radio advertisers, another media man says, will tend to con- tinue in the medium this lall both because they have been satisfied on the whole with their past campaigns and also lor economic considerations. On the network side with only one exception all the agency respondents predict billings will be up over last lall. They attribute this to the in- creasing nexil)ility ol netvvork oper- ations with particular emphasis on the availabilities ol five- and lO-miii- nle participations and shorter spots. "For the national advertiser," savs one media director, "netwoik ladio |jio\ides tiemendous markets, great liecpiency at a \ery iea.sonab!e cost jjer thousand." .\nother media buyer points out that networks aie clearing more and more stations, which is encomaging advertisers who formerly decided against network bins because they couldn't get all the stations they wanted at the times they wanted. Network ladio is altr.iiling new advertisers in increasing numbers, according to several agency men, who are not \et ready to announce spe- cific plans of c lients. r.ill llollman. diieclor ol netwoik laclio, 1)1)1)0, says that "nelwoik ladio will be up considerably this hill because it has proved itsell to many adveiliscis in the last year. I know ol one sponsor whose sales went uj) 22 peicent in the last year, imicli ol which is attributable to theii netwoik acbei tising." It is also reported that this agency is woiking on network ])lans ol con- siderable magin'tude lor several c lients. Clients Are Cautious In spite ol the lact that agency opinion puts network and spot radio out in Ironi ol lasi lall, nearly every respondenl observes that clients are much more deliberate in approving advertising budgets for all media, radio included. "Advertisers are re- luctant to ])art with their dollars this year," one media buyer observes. "They will probably end up sj^end- ing what they have budgeted, but they are much more hesitant in put- ting their name on the dotted line for specific cam]3aigns." As a result, it is probable that the ffow of lall business will be somewhat delayed. Another tiend h)r the autumn that was commented on by nearly every media man surveyed is the .16 U. S. RADIO July H)58 Fall Radio Campaigns in the Works BRAND AGENCY TIMEBUYER Coldene J. Walter Thompson, Chicago Ellen Carlson Feen-a-mint Doherty, Clifford, Steers & Shenfield Charles Willard Chooz Doherty, Clifford, Steers & Shenfield Charles Willard 4-Way Cohen & Aleshire Beth Black 666 Charles W. Hoyt Douglas Humm Blackdraught Cohen & Aleshire Beth Black Bromo Quinine Benton & Bowles Jack Giebel No-Doz Sidney Garfield & Assoc, San Francisco Thurston McGuffick Plough Inc. Lake-Spiro-Shurman, Memphis J. Martin Hollinger Vick Chemica 1 Co. Morse International Orrin Christy Bristol-Myers Co. r Doherty, Clifford, Steers & Shenfield Charles Willard i Young & Rubicam Sy Drantzch Carters Little Liver Pills Ted Bates Greg Sullivan Chevrolet Campbell-Ewald Rena Mayer Ford J. Walter Thompson Jim Luce Lincoln-Mercury Kenyon & Eckhardt Louis Kennedy George Simco Hertz System Campbeli-Ewald, Chicago Jack Varnier Pontiac MacManus, John & Adams Sy Czuy Texaco Cunningham & Walsh lack Bray Sinclair Morey, Humm & Warwick Kay Shanahan Conoco Benton & Bowles John Nuccio Esso McCann-Erickson Seymour Goldis Cities Service Ellington & Co. George Wallace Frigidaire Dancer, Fitzgerald & Sample Glenn Wilmoth Wrigley fErwin, Wasey, Ruthrauff & Ryan, Chicago Holly Shively \ Arthur Meyerhoff, Chicago Joan Russell Fitch Cohen & Aleshire Beth Black Thos. Leeming Co. William Esty Richard Driscoll Mueller Doherty, Clifford, Steers & Shenfield Jeff Fine Eskimo Pie Cunningham & Walsh Clifford Greenspan tendency toward rate increases by many stations. Most estimated the increases between five and 10 per- cent, with six percent the most Ire- quently mentioned figure. Ed Fieri, spot broadcast supervisor, BBDO, says, "It's largely a cpiestion of sup- ply and demand. More advertisers want more radio time so stations are increasing their rates." According to A. C. Nielsen figures, more radio households are tuned in this year than last. During a typical \\eek, sampled last winter, the rat- ings firm says 89.9 percent of all U.S. radio homes use their sets — an in- crease of eight percent over the j)revious year. Only one respondent feels that radio may lose some business due to rate hikes. The prevailing opinion is that the increases are not large enough to decrease the mediimi's attractiveness to advertisers. Several agency men report a marked trend in the direction of more package deals. These serve the dual purpose of obtaining high fre- quency at discount rates and break- ing the logjam of advertising during peak hours. Agencies are increasingly con- cerned over this prol)lem of over- conmierciali/ation durino driving limes, although the use of other (Cont'd on p. 58) U. S. RADIO July 1958 17 fe/-. Tom Harmon, Texaco sportscaster, teams up +0 broadcast Cotton Bowl with Fred Gehrke (center) and Forest Evashevski (right), an old teammate. 9.^^r^' £ m ^' "V V*-, A V- i Texaco dealer tapes commercial for later broadcast. Firm liles to empha- size friendliness and service of dealer. m i : • •••ifrifllilipiiapi «m^fjj I \uw ^ %i:^ I ^ !•■ Men Witli Radio Second largest oil company in country spends estimated $3.5 million a year spotlighting news and sports U. S. RADIO • July 1<»,")8 The decline of the American male has long been a matter of concern to sociologists, loreign critics and the embattled men themselves. American women, oijserxers have complained, are win- ning the battle of the sexes on all fronts including the economic. It is estimated that women influence 85 percent of consumer pmchases in this country, and advertisers and their agencies have made no secret about their courtship of the fair sex. One of the exceptions to the rule is The Texas Co., second largest manufacturer of gasoline (Texaco) and related ]jroducts in the countrv, and its agency, Cimningham ,'^- Walsh Inc., New York. Men, declares John Childs, vice president and senior ac- count executive for C&W, still rule the roost when it comes to the pur- chase of gasoline and the selection of a service station for the family car. The problem is to reach them. "Men determine more than 80 per- cent of gas purchases. Even though women may actually have the car serviced and buy the gasoline, our re- search shows that the majority of wives follow their husbands "orders" and suggestions in the selection of the brand or station and in the or- dering of minor repairs and other services. As a result, our advertising in all media, in so far as possible, is aimed principally at men." Mr. Childs states that "the special- ized use of radio is one of the best ways to insure a predominantly male audience." In its use of the air medi- um— which accounts for 28.8 per- cent of the firm's total advertising budget — Texaco has developetl a special twist on its media strategy which involves rotating purchases. Texaco places emphasis in its radio buvs on driving times, seven to nine a.m. and fom to six p.m.. and also tries to capture the male audi- ence with some nighttime and con- siderable weekend radio on a na- tional spot, network and regional program sponsorship basis. i .s. RADIO estimates that last year Texaco spent approximately S.S.5 million in radio. The radio budget for 1958, ^\hile flexible, is followino the same general pattern as in 1957, according to D. \V. Stewart, Texaco advertising manager. Radio spending for The Texas Clo. has increased markedly in the past U. S. RADIO July 19.58 19 several years, he says, chiefly i)ecause the advertising biulgei is nuuh greater. "We are ilUere^lc■(l in driving times on radio not onlv because we contact men on their way to work." Mr. Stewart explains, "hut also he- cause we feel we are reaching them in the l)est place ... in the car (or which thc\ can hu\ oui products. We like \veekencls lor two reascjns: There are lots ol men on the road (or at home) and statistics show that more gas and oil is hoiighi on the \veekends than at anv oiliei lime." Mr. (Ihilds points out that in the peak summer months, Texaco drops its tv schedide and uses radio onlv in conjunction with print and out- door media. "We do this i)ecause t\ viewing is known to iall awav in the hot weather months and also i)ecause ol the increasing |x)rtability ol radio. Radios are not only being turned on in cars during the summer when there is increased driving, i)ut the\ are also heard on the beaches, at ])i(ni(s .nid in othci oul-ol-door places." "Radio," .\Ir. .Siewari savs, "is ideal for oin jjarticular purpose — spc^rts, news and nuisic, ;nul it also Luther Smith is one of many Texaco dealers who deliver commercials in their own words over local radio stations. pro\ ides the vast coverage Ave need at an economical cost." Texaco's spot radio — which gets the lion's share ol the radio budget — embraces 325 stations in nearly 100 markets in almost every stale in the iniion since the company is the onlv gas and oil fn ni that distributes na- tion il|\. A(c<)icliiig to jerry Sprague, chiel tiniel)uyer on Texaco, minutes are the most often-used commercial length; next in use are 20-second spots. The 'Flight' System I () take advantage ol radio's llcxi- l)ility and to gain year-around im- p.K t w ithout 52-week buying, 1 exaco .uid (iunningham R: ^\^dsh have developed what thev call liie "liight" system. The company goes into all markets h)r a month or five weeks ai a time and then stays out lor ihe same length ol time or a little longer. There aie about five of thest- (lights a year. This system, used in all media, has been worked out partly for rea- sons of eccjnomy. "We can't afford to buv in all markets 52 weeks a year," Mr. Cihilds says. "This system is especially effective for Texaco, how- ever, in view of the fact that we have only tlnee major selling campaigns a year — spring checkuj), iall (Iiecknp, sunnner driving." In between these big pushes, ihe company does straight gasoline and oil selling primarily. Most copy goes to Sky Chief Supreme gasoline, the firm's premium line. P. T. antifree/e comes in (or a large share of time in the (all campaign, while other prod- ucts pushed from time to time are Fire Chief regular gasoline, Havoline oil in its various weights, Texaco Motor Oil and Marfak grease lubri- cation and also Texaco Service. fn addition to its spot buys, the firm has sponsored for 18 years the Metropolitan Opera broadcasts as an investment in institutional adver- tising. The opera, heard each Satur- day afternoon from November through Apiil, will be broadcast over the CI5S netv^ork this fall. In more than lour hours of radio time per week, the company has less than two miniues of commerc ial time, the agency reports, and that is devoted to sponsor identification. The (ompany has no other radio network ( onnnitmenls ai the moment, but, according to CiKjW's Mr. Childs, is "always considering network possi- bilities." The third facet of the gasoline company's radio campaign revolves around five-minute and 15-minute legional news and sportscasts in the early evening aimed, like the spot camj)aigns, at men. In Moiuana, five-minute newscasts are broadcast six clays a week over the "Z"-Bar network: in Florida, five-minute newscasts are heard six clays a week in Tampa, Miami and Jacksonville; in Chicago. John Carmichael de- li\eis a 15-minute sportscast six clays a week over WBIiM. lOm .Maiming, KVW Cleveland, ()., and Tom Kelly, W.MIU) Peoria, 11!., also do cpiarter-hour s])ortscasts every clay except Siuulay. In St. Louis, .Mo., r>ob lUnns' sportscast is heard six days a week over KMOX, and on the West Coast, sportscaster Tom Harmon broadcasts six days a week o\er the Cokunbia Pacific Radio Network. During the football season, Texaco sponsors a total of nine college games in the southern states covering at one time or another during the fall .Mabama, Cieorgia, Georgia Tech, Mississippi, Oklahoma, South Caro- lina, Tennessee, Miami and Tidane. Except lor the football games, the news and sjjorts shows run 52 weeks a year. Since Cunningham K: Walsh en- tered the Texaco broadcasting pic- ture 18 months ago, the two most outstanding radio campaigns (in conjunction with other media) have been "The Tower of Power" and "Swing into Spring With a Safety (Checkup" featuring lienny Good- man and his orchestra. 20 U. S. RADIO July 19,58 The '"Tower ot Power" campaign ran throughout 1957 and received the Radio Advertising Bureau's award for that year as one of the eight best radio commercials. Em- j)hasizing service and spotlighting Sky Chief Supreme, the campaign made wide use of music, as did "Swing into Spring" in April of this year. Copy featured the offer of the Benny Goodman album of the same name for 50 cents and a Texaco coupon availaljle at the dealer. This sunmier there is a cam- paign featuring a tourist booklet given free at Texaco service stations which is a guide to better summer louring in the U.S. This will be advertised, according to present plans, in the company's copy during its srmimer flight in July and August. The Texas Co., according to Mr. Childs, is always on the lookout for merchandising tie-ins ^\ith its sta- tions, and the agency credits its four field men in New York, Chicago, Houston and Los Angeles with doing an outstanding merchandising job in liaison work between stations and dealers. During the "Swing into Spring" campaign more than 500 radio stations were contacted for merchandisino tie-ins with the four- week spot schedule. Many disc jockeys all over the country played selections from the Goodman album on their programs. Company Image In all its merchandising efforts and copy creation, Texaco attempts to create a company image of warmth and friendliness. According to Joe AfcDonough, vice president and cre- ative supervisor, Texaco is not only selling the quality of its products, but it is also selling its dealers and service, particularly in the fall and spring check-up campaigns. "After all," he says, "you don't see, taste or directly handle gas. What is really tangible to the customer as long as he is satisfied with the product's ([iiality is the service he gets and the jjersonality of his dealer." Mr. Mcl^onough emphasi/es the importance of having a good, basic selling idea. "I believe there is today a tendency to overproduction with gimmicks and sound effects as a sub- stitute for a selling idea. I'd rather see a sound sellins: idea badlv exe- cuted than a bad idea well execiued. Of comse, we always strive to com- bine both the good idea ^vilh excel- lent production." He attributed the success of the "To^ver of Po^ver" and the "Swing- into Spring" campaigns to these qualities "plus the fact that both ideas -were adaptable to all media." Mailed to Stations Texaco commercials, once ready, are mailed out to the stations every three or four months ^vith a schedide for airing. Jack Bray, media buyer, selects stations at the beginning of each year and reviews his choices from time to time. He does not ask lor availabilities, but simply places his order for the time periods he wants and lets "the representative work it out Avith the station. "This saves me time and troid^le and I usually get what I want be- cause Avhen I call, the representative knoA\'s it's a firm order." Although Mr. Bray buys popular time periods, he is not usually required to buy a j^ackage including other times of the clay because Texaco is only in the market for a month at a time, he says, "and the stations can make up the other business for those time periods when we are out." Radio has been getting business from the Texas Co. since 1932, Mr. Stewart reports that the firm was in network radio heavily luitil 19 18 and the roster of stars it sponsored dining that period include Ed Wynn, Eddie Cantor, Jimmy Dur- ante, Ken Murray, James Melton, Evelyn Knight, Tony Martin, Gor- don MacRae, Milton Berle and Fred Allen. D. W. Stewart, Texaco ad mgr. John Childs, C & W vice pres. Jack Bray, media buyer of C. & W. After 1948, the company began to funnel most of its radio funds into spot and regional radio. The Texas Co. was founded in 1902 by Joseph Cullinan and Arnold Schlaet operating in Louisiana and Texas. Today the firm, its subsidi- aries and affiliates girdle the globe with the parent company's assets totaling more than S2.7 billion. • • • [/. S. RADIO July 1938 21 fTAIII, don't ji f, COPPERTON£ wmM P%v + Variety: Robert Q. Lewis Show on CBS. Drama: Ed Herlihy on NBC's My True ' y News: Don Gardiner broadcasts over ABC. Prescription Abe Plough, president, Plough Inc. Thomas L. Greer, advertising dir. Ill the keenly (ompetitive (Im^ field, Plough Inc. has this prescrifJtion loi radio in i<)58: Add $2 million to care! id ad\eilising reseanh and the prob- lem ol miilti-i)rand product charac- teristics antl blend with 25 years' experience with the medium. Apply in heavy doses on W)() stations in 5.50 cities. The Memphis, Tenn., pharma- ceutical firm, which this year cele- brates its 5()th anniversaiy, employs radio as a basic medium, "a day-in and day-out voice to sell .St. Joseph .\spirin, .St. Joseph .\spirin For Children, Mexsana Medicated Pow- der, Musterole, Coppertone and other products." It is spending 40 percent more in radio this year than in 1957. "The fad that we will spend over S2 million in radio during 1958," says Abe Plough, president and founder ot the company, "is the best evidence we can give of the residts we feel we are obtaining from radio advertising." >fr. Plough's firm ran up record salts in 1957 of $29,473,- 2 II, uj) more than .S5 million over 1956. Net earnings were ujj almost .$1 million, and Plough stock is being more actively traded than at any time since it went on the New York Stock Exchange in 19 Hi, the firm reports. The ccmipetiliveness of the drug industry plus the need for "good taste" in copy and the watchfid eye of the Federal Trade Commission all temper and shape Plough adver- tising. U. S RADIO [ulv 1958 h Spot in Over 100 Markets for Radio Competitive drug field, in addition to multi-product line, makes hard demands on firm's ad strategy Carehil research and study go into every campaign for a Plough product, according to Avron Spiro, president ot Plough's advertising agency, Lake-Spiro-Shmnian Inc. ot Memphis. The element ol timeliness, attuned to the seasons and the weather, is an important factor. "There are any numl^er of basic {principles to be weighed and ana- lyzed before the copy department takes over," reveals Mr. Spiro, who also serves as account executive on the Plough account and has played an active part in the creative aspects of Plough advertising lor more than 25 years. "Each product, with its own char- acteristics and appeal, must be care- fully analyzed for presentation to the mass audience," he notes, and points to the luiulamental cjuestions that must he answered for each product. They include: • \V'hat are the selling points that A\ ill bring about an urge-to-buy? • \Vliat is the best technique adaptable to the product — music, dramatization, phrase pattern, celebrity testimonial, local personality? • What are the listener habits, type of station or stations used, competitive factors? Added Virtue "The flexibility and elasticity in the use of radio advertising," says Mr. Spiro, "give it an added virtue of timeliness of appeal, enabling prod- uct messages to conform generally to situations or conditions in keeping with the weather or other develop- ments necessitating a change." The two chief avenues of the sound medium are used to accom- plish two major advertising objec- tives for Plough, says Mr. Spiro. "Network radio is utilized for na- tional coverage, with its relative economy stimulating advantageous application of the vital basic princi- ples of frequency and continuity of impressions. "Spot radio," he continues, "is used because of its intensive adver- tising impact in the major markets, thus accounting for significant na- tional business volume amono drus; dealers." U. S. RADIO July 1958 23 The approximate number of sta- tions used by Plough inchide about 900 radio outlets. Ot these, more than 200 carry spot aniiouiicenients in about 100 cities. .\lso. XHC, CBS and .\HC affiliates carry net- ^vork shows in 450 cities. Plough recognizes the various atl- \antage.s of continuoirs radio adver- tising as noted by Frank G. Morris, advertising budget manager. "Many radio stations carry a fidl .52-\veek advertising schedide lor Plough prodiK ts. This maintains the impact and continuity that are c->essential to the successful sale oi drug prod- ucts." In the past year, he reports. Plough's network activities have in- ( luded (o-sponsorship of NliCl Moni- tor Xeu's and sponsorship of frve- mimite newscasts on AlUl. The firm is also a sponsor of the Robert Q_. LeiL'is Show on CBS, M\ True Story on XBC: antl has participated in \P)C\ lidiidstinid program. Mr. .Moiris explains that with the manner in wliiih a gieat man\ sta- tions anil networks estal)lish their rates, (ontinuitv of advertising has the advantage of earning maximnni discoimts lor radio adxeriisiu". Spot and Network .At tile agencv level. Mi. Spiro points out that >pol and network radio, like all other media, are em- ploved to take fidl advantage ol their i)esi characteristics. "Netwoik radio," he states, "is a potent force in promoting established products from a standpoint of economical message registrations on a irecpient national i)asis, complementing other media messages. "On the other hand, spot radio is a poweilid tool in selected markets where high frecjuency, nudti-station schedides are used in conjunction with other media. Koi introduction ol new items in m.ijor marketing areas." Mr. Spiro says, "saluraticin s|)()t laclio has proved itself ex- tremely valuable in establishing the pioduct sloiv cpiickh." Plough's theory of radio advertis- ing, as expressed by I'homas I,. Creer. \ ire president and diiec loi of 'iiiiiiiiiiiiiiiiiiiiiiiiiiiiyiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ Plough's Dual Radio Role Harold R. Krels+ein, Plough Stations. Plough's belief in the strength of ladio goes beyond the companv's tise ol the mediinn as an adveiiising vehicle, it lias lieen in station o\\iiership loi ,dmost 15 years. "From the very first, when Plough Inc. acquired its first station back in 1011." says Harold \K. Rrelslein, president ol liie Plougli Stations and a vice president ol Plough iru.. "the lirm lell tliat it was a good loiin ol diversification. As moic stations have been added and oin scope of radio operations eidarged, we have lienefitted tinough inc leased knowledge wud experience." Plougli Inc. bu\s time liom the loin stations wliicli it owns and o])eiates like any otiier advertiser at regular rates, ac- cording to Ml. Kielstein. "P)Ui," he adds, "our radio stations are certainly a part of tlie team ol Plougli Inc. and a part- ner' in the company's progress." Plough Stations are located in four wides]jread major markets: WJJD Chicago, \VX:OP Boston, \VC.\0 P.altimoie and WMPS Memphis. Mr. Krelstcin diiects the operations of the station group Irom Memphis where he was formerly general manager of WMPS. He points out that in the field of operating its own stations, Plough has followed its theory of "more balanced diversilic alioii oi assets and source ol income." "Our ownership of these stations," Plough's director of advertising, Thomas L. Cireer, l)elieves, "gives the company an ever-increasing knowledge of radio as an advertising, mere handisiiig and promotion medium. "Il is significant to know that in tiie lood field, just as in the drug field, radio has become one ol the most successlul sources of reaching the consumer," he says. "In Plough's o]jeration of its pres- ent loui radio stations I am reminded ol the lact th.il (.eneial .Mills ol Minne- apolis was one oi the first companies actually to liave its own radio station. "Tliev were probably the first," Mr. Greer reasons, "to discover the possibili- ties of radio with their Betty Crocker program. Their first ex]jerience with Betty Crocker and daytime selling was on their own station, and their head start in radio was closely related to and sprung from tliat early experience." Plough Inc. purchased its first station in 1944— WMPS Memphis. VVfll) C:hi- cago was accpiired in 195.S, and in 1956 i)(nii WCAO Baltimore and \VCX)P Bos- ton were added to the Plougli radio lamily. 'Illllllllllllllllilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllliy^ Illllllllllllllll Illlll|l!llllllllllllllllllllllllllllllllllllllllll!llllllllllllllllllllllllllllllllllllllllllllllllliy^ 24 U. S. RADIO July 1958 advertising, is to be \iitually "'on the ail' everywhere." Plotigh, he clechires, was one of the earliest pioneers in ilu' use ol ia(Uo advertising, sponsor- ing a national network show as far back as 19.14. Plough also prides itself on being one of the first advertisers to develop and use dramatized one-minute spot announcements. In addition lo per- forming its various advertising liuic- tions, radio is credited with having "added materialiv to the |)restige of the conipany." Avron Spiro, Lal'e-Spiro-Shurman. Frank G. Morris, ad budget mgr. Lifeblood of Business The Plough jjcople ha\e always believed that "advertising and sell- ing are the lifeblood of the business." The company was only a few weeks old when Ifi-year-old Abe Plougli placed an ad in The Memphis Coin- ineyrial Appeal for Plough's Anti- septic Healing Oil. Tliat was in 1908, and in the 50 years since more than $100 million has been spent "to make Plough brand names known throughout the ^vorld." "Some products," says Plough's Mr. Greer, "are by nature of the ])i()ducts thenrselves easier to sell through radio advertising. It has been the exjjcrience of our company that the more simple the product and its use, the more ada]Jtal)le it is to radio. "When the product story is such that it can be clearly explained," he suggests, "radio can be one of the most provocative media. It offers the advantage of flexibility as to timing and cpiick shifts in copy Restrictive Forces The natiue of Plough's many products create problems in copy and presentation imposed I)y t^vo restrictive forces — the Federal Trade Commission and the guidance of "good taste." "Like all other drug product copy," Mr. Spiro explains, "ours must be written within these limits. In other words, certain creative flights or unusual 'light toudi' or humorous technicpies might be effec- li\ely irsed in ladio spots loi some product gr()u])s, but the\ would i)c out of place in drug co])y. "Therefore," he adds, "our radio (opv is generally built — depending on the brands involved — on the scientific, hard-sell or reason-why themes, stressing i:)encfus and ad- vantages for the listener." Radio's Advantages The difficulties in creating copy lor Plough's various products are overshadowed by radio's many ad- vantages, according to .Mr. Spiro, especially the employment of various sound techniques that enable radio to create and maintain a sort of "mood-for-message" background. "We have foimd this highly adapt- able in spot usage where a \\ide ranoe of effects are available lor making spot messages more lasci- nating and interesting." Mr. Spiro also states that "more and more research and testing nuist be employed to develop the l)est copy appeals for mass selling. We must have a deeper and i)etter in- sight into the best w'ays to help drug dealers sell more of our products." Although the main business of Plough Inc. remains the drug manu- facttning operations centered in Memphis, it has had marked success with its subsidiaries: The Copper- lone C]orp. of Miami, Fla.; Plough Canada Ltd. of Toronto, Ont.; Plough Lxjjorl Inc. of Panama; Plough of (California Inc. in Los Angeles, and The United Corp. Avhidi operates a chain of six retail drug stores located in do^\•nlown Memphis. Also, Consolidated Distributors, an unincorporated operating divi- sion distributing products of Na- tional Distillers Products and Mc- Kesson & Robbins Inc. for the west- ern portion of Tennessee, and Inter- national Distributors Inc., which manufactures and distributes a line of packaged drugs in the South and t)ordei states. Station Ownership The addition of these new busi- nesses was in each case, according to Plough, made "to provide a more l>alan( ed diversification of assets and soince of revenue." It was for these reasons that Plough itself in 1944 ^\ent into radio station ownership (see box on adjoining page) . Future plans for Plough Inc. radio advertising include consideration of an even larger spot radio budget, ])articularly in major marketing areas of the country, the company states. "W^e try at all times to keep oin- advertising plans flexible," reports P'rank Morris. "Rut oiu' past residts and experiences over the years with radio as Avell as our present sched- ules," says the advertising budget manager, "certainly indicate oiu continued faith in radio." • • • U. S. RADIO July 1958 25 Who Listens . . . and When MEN WOMEN I I TEENJ CHILDREN MORNING Mon.-Fri. 10.0 million 5.9 AFTERNOON Mon.-Fri. 9.2 million 5.4 NIGHT 7 days 6.9 million 3.0 All data are average-minute measurements from NRI January 1958 and NRI-NSI National Audience Composition November to December 1957. Are Radio's Small Fry In a statistical roundup of 'Radio 1958/ A. C. Nielsen Co.'s listening data shows that teenagers are never more than a minority Americans speiul ap|M()\iinatel\ l.'J.") l)illi()n liours a week listening to the radio with 85 out of 100 homes readied at some time diiiint; a typical week. According to the A. C. Nielsen Co., which reveals these figures in its statistical roundup ol "Radio 1958," this not only illustrates the almost unlimited adver- tising jjotential inherent in the senior air medium, hut also underscores the need lor cfjntinuing, comprehen- sive measurement ol radio. In this report, the firm summarizes its latest findings about the characteristics, sizes and trends ol radio audiences and explodes some popular myths in the jjrocess — including the beliefs that teenagers dominate afternoon listening and that in-home radio listening levels are much higher in winter than sunnner. During the average weekday afternoon, .9 million leenagers are listening to the ladio during a given min- ute compared with 5.1 million women. 1.1 million children and 1.8 million men. During the evening, women still dominate listening with three million tun- ing in per minute. Teenagers still trail adults with 1.2 million per minute against 1.9 nniiion men. Chil- dren in the evening hours drop to .8 million per minute. In the morning, women lead tlie field with a whop- ping 5.9 million per minute with teenagers at .8 mil- lion and men at two million. (Children reach their highest listening levels in the morning hours with 1..S million a minute. Also coming as somewhat of a surprise to many observers, no doubt, is the Nielsen tonclusion that during the weekday afternoon and evening radio's potential "is just about as great in smnmer as in win- ter tor in-home listening." 26 U. S. RADIO July 1958 How They Listen in Home . . . MORNING AFTERNOON NIGHT Mon.-Fri. Mon.-Fri. 7 days HOMES PER MINUTE (MILLIONS) July January Ju!y January July January '57 '58 '57 '58 '57 '58 . . and Out of Home MORNING AFTERNOON NIGHT Mon.-Fri. TOTAL (MILLIONS) AUTO-PLUS IN-HOME 4.8 5.?^ Mon.-Fri. 7.0 1.3 6.6 1.2 5 J ! 7 days July January July January July January '57 '58 '57 '58 '57 '58 How IVIany Homes Can Listen Specifically, in a given minute on a weekday after- noon last July, 5.7 million radio homes were tuned in opposed to 5.4 million in January 1958. In the evening, 3.6 million were tuned during July against 3.3 million in January on a seven-day basis. Out-of-home listening is almost equal during the morning hours in summer and winter and does not appear to follow the same seasonal pattern as in-home set tuning during the morning. On a weekday in July, 1.1 million homes were timed in while one million were listening in January. "The full reach of radio is not revealed by average- minute measurements," the report states, as it is by the cunudative average weekly audience comparisons outlined above. In the morning, Monday through Fri- day, 6.2 million homes tune in per minute opposed to 5.9 million in the afternoon and 4.1 million in the evening. In a minute in a total day, 4.2 million homes are listening to the radio. Geographically, the sinvey re\'eals, regardless of re- gional or urban-rural differences, more than nine out of every 10 homes have at least one radio set. In the North East and East Central and West Central sections of the country, 97 percent of all homes have a radio, one percent above the national average of 96 percent. In the South and Pacific regions, 95 and 96 percent of homes own radios, respectively. Radio homes have been grooving steadily since 1950 all across the country, Nielsen states. In 1950, there were 41.4 million radio homes opposed to 43.6 mil- lion total U. S. homes. In 1954, there were 45.1 million radio homes opposed to 46.8 million total homes, and this year out of a total ol 50.5 million American house- holds, there are 48.7 million radio homes. • • • U. S. RADIO Julv 1958 nun uVJ>V >VJBK >VIBG WWVA \VAGA ^VGBS Toledo Cleveland Detroit Philadelphia Wheeling Atlanta Miami U. S. RADIO • July 1 958 29 Radio Study Farmino, niinint>, inclustrv, bis^ lousiness — aiul inoie — arc the essentials ol Id inid- wcstcrn states that make up ahiiost 20 pel tent ol the country's popula tion and an equal percentage ol total retail sales. This area is so diversi- licd that its complexion \aries from the gold ol its open wheat fields to the gray ol its hea\ ily-popidatcd in- dustrial sections. More tJian :},S. KiO.OOd people (l*).2'J percent ol the total) aijound in this region and accoiuu lor .S.H8,- 2(i9.1l(i.()00 in retail sales (i;).()(i per- cent ol the total) . 1 he great \ aricty ol oc c upation and living location has placed a pressing demand on connnunications lacilities for information and enter- tainment. For radio, it has created a need lor a great variety in pro- granuning — Irom in-depth farm news analysis to the sophisticated music beat of (iotham. Radio's penetra- tion in this lO-state area stands at 96.8 percent — 9,752,000 ladio house- holds out of 10,067,300 total house- holds. This total market has 26,- 175,000 radio sets capable of listen- ing to 59.H radio stations (52() am, 67 Im) . In I .s. RADIOS study on the lollow- ing pages, 10 midwestern states are examined. The economic lacts ol each state are linked to the radio vital statistics. In addition, the metropolitan areas or the 10 most- populated markets, as defined f)y Sales Manogement. are analyzed: Illinois: Popidation ol 9,655,- 900, with 2,886,500 radio households out of 2,981,900 total households. Radio sets total 7,752,900. Retail sales in 1957 came to SI2,57-4,6()9,- 000, up about a billion and a hall dollars since 1954. Am stations total 90. The woild's greatest tail center is located in (Chicago, which also has the largest stockyards. Illinois is a leading maiuilactiirer of oil refining ec|ui|)ment, electrical, larm and rail machineiA. The stale ranks lourtli in solt coal production and high in steel output. Ihe state is also ,iii important agricultural area, its cliiel crops being sovbeans, corn, oats and wheat. Hogs, pigs, cattle and poul- ti\ all rank in the first 10. Indiaiiu: Population ol 1,501,- 100, with l,:{23,000 radio households out ol I,.S72,-100 total houseliolds. Radio sets total .S,5(i8.200. Retail sales in 1957 came to .S5,l 71,5.S5,000, up more than SfiOO.OOO.OOO since 1951. Am stations total 60.' .\bout 351 new industries took root in the state from 1955 through 1957. The amount spent by ex- jjanding industries in Indiana was in excess of S502 million lor the three- year period. The jjrincipai industries are: Farming, steel and other metals, in- dustrial ec|uipment and machinery. Traffic Flow Fort Wayne reports that its engineering department has measured traffic flow to deter- mine the out-of-home audience created by car radio. Peak driv- ing time is from 4 to 5 p.m. in this industrial area followed by the .S to 4 p.m. and 7 to 8 a.m. periods. But the interesting point is that Irom 11 a.m. tcj 9 p.m., excluding the peak periods, traffic is uniformally high — showing an even How throughout the day. transportation ec|uipmeiit, chemicals and Icrlili/ers, auto batteries and transmissions, rubber and glass ]mc)c1- ucts, textiles and clothing, paper p.ickaging and printing, oil refining, leather, \eneeis and lood and meat j)i()cluc ts. loM-a: Population ol 2,715,()00, with 811,200 radio households out ol 8;).S.1()0 total households. Radio sets total 2,1()(),800. Retail sales in 1957 came to .S.H,24 7, 190,000, u]) about 8172,000,000 since 1951. Am stations total 59. (battle and corn production are this state's chief money-makers, with over 90 percent of the state's land devoted to agriculture and grazing. Iowa ranks second in corn and oat output and fourth in the growth ol soybeans. Hog and pig raising is a major occupation and the state con- sistently ranks in the first three. Sheep and lambs are important sources ol revenue, too, as are poul- try, eggs and dairy products. Iowa manufactures farm machin- ery and printing and publishing equipment as well as vending ma- chines. Kansas: Population ol 2,1.^0,000, with 65.3,700 radio households out of ()7 1,800 total households. Radio sets total 1,746,700. Retail sales in 1957 came to $2,.355,096,000, up .If 1 58 million since 1954. Am stations total 4.S. Located in the geographical center of the U.S., Kansas joins the manu- facturing East with the agricultural Midwest and excels in both fields. Ranking first in winter wheat pro- duction, the state also ranks in the first 10 in hay, alfalfa and sweet- clover seed output. Kansas has the second largest stockyards (alter Chi- cago) in the U.S., located in Kansas City. 30 U. S. RADIO [uly 1958 of 10 Midwest States Illinois, Indiana, Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota, Wisconsin The state also is a large cattle pro- ducer with approximately one filth ot the animals passing through the stockyards coming from its o^\n ranches and farms. Petrolemn is the most important mineral with o- it- put reaching fifth place for the entire country. Helium and natural gas are also growing industries. Minnesota: Poinilation of ,S,.S18,- (H)(), with 929,200 radio households out of 955,100 total households. Radio sets total 2,483,300. Retail sales in 1957 came to 53,942,504,000, up almost $500,000,000 since 1954. Am stations total 58. Minneapolis is the largest cash grain market in the world and the state as a whole is a primary pro- ducer of rye, barley, soyfjeans and flaxseed ranking in the first 10 for all. Nfinnesota is number one in sweetclover seed output, oat produc- tion and places third in corn. Dairy products, fish and furs are also large revenue earners along with milk cattle. Iron ore and non-elec- trical machinery constitute the state's principle mineral and manufactur- ing output. Missouri: Popidation of 4,290,- 900, with 1,288,100 radio households out of 1.344,600 total households. Radio sets total 3,496,000. Retail sales in 1957 came to 55,032,462,000, up more than 5500,000,000 since 1954. Am stations total 78. The most dramatic developments in this state are in the transportation and communications field. Accoril- ing to the state, new building in- cludes TWA's 525 million jet engine overhaul base in Kansas City; Gen- eral Motors' 525 million expansion in the same city; Chrysler's 550 mil- lion new plant near St. Louis; Royal- McBee's $4 million new plant at Springfield for typewriter manufac- tiue, and Western Electric's 560 mil- lion plant at Lee's Summit. .\mong the state's leading indus- tries are farming, transportation equipment, food products, chemical products, machinery, fabricated metal products, leather and leather prod- ucts and electrical machinery. Nebraska: Population of 1.413,- 700, with 420,700 radio households out of 432,400 total households. Radio sets total 1,124,200. Retail sales in 1957 came to 51,712,753,000, up about 5126 million since 1954. Am stations total 32. With 46.8 percent of its population residing in rmal areas, Nebraska ranks high in agricultural out]:)iU. The state boasts the largest under- ground water supply system in the U.S. and has sininounted its natural aridity to become the third greatest wheat producing state in the countrv. Rye, cattle, hogs and hav are also principle products. In addition to food and kindred products, Nebraska is an important manufacturer of printing and pul)- lishing machinery and other non- electrical machinery. Mineral re- sources are largely in oil and sand and giavcl stone. North Dakota: Popidation of 636,300, with 164,700 radio house- holds out ot 170,100 total households. Radio sets total 442,300. Retail sales in 1957 came to $753,895,000, up approximately $90 million since 1954. Am stations total 17. This state leads the nation in mechanization of agriculture and, as a result, the farmers have lieen outstanding customers of the farm implement industry. .Although farming is the major livelihood for most of the state's in- habitants, with wheat, barley and rve the principle products, the oil industry has been expanding r.ipid- ly in recent years. An estimated 590 million a year is being spent in ex- ploration by oil concerns and about 535 million goes to oil refining. South Dakota: Population of 680,100, with 191,900 radio house- holds out of 196,600 total house- holds. Radio sets total 511,200. Re- tail sales in 1957 came to 5752,898,- 000, up almost 575,000,000 since 1954. .\m stations total 18. Mote than 90 percent of the land is in farms and the state ranks second in rye, third in durum wheat, flax- seed and wild hay. Oats, corn, alfalfa, spring ^\heat and sweetclover seed are also important crops. Livestock is extremely significant. South Dakota prides itself on being one of the few states that is entirely iree of debt. Manulacturing is grow- ing at a rapid rate ^vith 22 new in- dustries having been estat^lished within its borders last year. The state is rich in mineral re- sources and leads the nation in gold production. Wisconsin: Population of 3,820,- 100, with 1,080. 200 radio households out of 1.109,000 total households. Radio sets total 2,883,400. Retail sales in 1957 came to .54,557,504.000, up about 5700 million since 1954. Am stations total 71. Dairy products are king in this state, which is munber one producer in the countrv Cattle, hogs, pigs, turkeys, chicken and horses also abound. \Visconsin, in addition, is a considerable jiroducer of corn, oats and flaxseed. -Although most ol the manulactur- ing is in hea\y industry, such as farm implements, most people tend to think first of its beer output. Paper is another principle product. {Cont'd) U. S. RADIO July 1958 31 Hottest "shelf" for Chicago shoppers WGN-RADIO Millions of dollars worth of goods move off Chicago shelves with the help of WGN! That's why top-drawer advertisers buy WGN year after year. And that's why the nation's smartest time buyers select WGN with confidence. Join them— you'll be in the best of company! New, better-than-ever pro- gramming for '58 is in keeping with WGN's policy of top quality at the lowest possible cost. Our coverage figures prove that — WGN REACHES MORE HOMES THAN ANY OTHER CHICAGO MEDIUM! WGN-rad!o ?,'Z V. S. RADIO July 1958 2 c -I Ol D C CI 'Z c ^ 5 •=« «^ ^ « o-o M C « c — — " o ^ C O "i e Ol Q I— CO < J J o e «i u a. a. o o 2S 11 o o .Si o «= 5, '5 <: 5 COB- o c « ^ o -J « — *• D O *• •■ O M ft in ^, ft !«. 0> ««» , «») I m ^ 00 CO !o 1* >e rs d * in * V 00 e> K ] ] in CO » CO M in •n o » "l : * Is » d « o CM d fs m en CM ^ ft o in CM r> o CM , CM , CM ^ » >o en * O * 00 CM 00 « 9- in 1 [ «n en rs en o 00 r^ «»> o« ^ ^. ^_ ^_ ^ ^ CM cn 00 CM 0 CO ^- 00 m m CO CM in 00 oT in in f«» Is. *. IX « CM , CM , M CM in ^ CO in o> en ^ • d C«) in •n » o « CO s o> "-^ 00 CM M> -5 E w in m CM >o d Is «n (n CO d M> Is CM s 0 S 0 0 "3 c 2 o in o «n CM h« » ^- ^ 1 ^- 1 I CO M> en 00 ,— * c lA 00 «n CM V j [ [ » » CM <© * M> 0 o> CM "^ ts <• Is •• o 'T ■^ >- *"■ ^ >• CD -a 0 in CM 00 O » «o o »M ff-* f— CM 1 I o> 00 h« o * rs > C m CO 00 CO » CM 1 [ CM * «o « m 3 (D in CM CM CO in CO ■-^ 0 LO "O so CM oT ■o « in .^ o hs c (D E o K o o> M) Is * CM ^ ,— t— ,_ ,- ft o> * ■* 9> M c 3 ri M> «n ft «n » O in CO Is o m in en CO *0 2 0 ■o in CO «n in ft en en cm" 00 -5 CO in CM 00 CM fs o» ' in o en en in in 3- 0 in M >o Is ^ 00 ^ ■-^ >- « CM 0 -° 0 11 w >o ft >o «o h. « «n n O O en M 00 » ^ * « m 0 «3 -6 o CM in d o » ^ ^ '" «n K en CO Is en in * ^ '^ E w * o> 00 o ^ ^ p« in » 00 ft c»» « rs * CM p_ ^ CM 1 ^ 00 Is h« en en en UJ 0 E i 0 Q in rv fi l»> ft CO » o CM '• m O O m CO en °1 F- 1 I ^ o V * hs c ^ o Is o^ CM CH 55^ _i2 c F— « en p* en 00 oT m © 0 hs o CM ^ i r- ^ . a . <-^ 2 "S » «»> o> in o> 00 ^. o « rs ^ o« K o> 00 o> * » o> C iT *- lO o 00 00 cm' m M> CM o o> in m K CM 00 K ^■■ * r— » CO oT CM cm' CM K o CO in en CO CO en CM 0 CO ^ -.- 0 . JE — c ^ ^ 0 .2 i| -a t; ^ 1= ^ a:: 0 0 c o ^^ CO o 4- I/I o (/) 3 o X 1 l/l re ^« 0) c i/i 'E c re e c .2 2 UO i/i — 5 *- O V C .2 5 o o ^ o o o in O in _0J re (/) 1 o c 1 .2 ' '*^ J? J2 X E o *^ 3 < 4» ^ z: *~ a a. o a. UJ o 6 Z 0^ o d Z 3 O X 6 Z re "5 LL. o. c yfe < o d Z 2 o o o .A. 3 1/) re 0 1 c = 1. re 3 a. D -0 ^ u 0 — i |o U. S. RADIO July 1958 33 taw a. o I/I w 0) ■- ° > o o 00 c > o ^, ^a I I - .? >-s 5 e c ■;; o>"' in 5<5 1 ° .2-1 ^ "5 o u — >A -r «i ^ o j;"0 Ol CM 5 S ^ "^ >> 00 ■o in m CO o CO in •• ■^ ■". ^ 4- « _ J5 X . •O «o " o CO >o >o rs •o 1*1 c<< o » CM M o m o> o« CO tN CM K C* Ci in ft ^ K * K CO V ft ft » ft « M «o « %n » K IS ^ » oo o » s ^ ^ m M m « o Is in «M r4 rs >o >o K CO n >o o »n w t^ * e> in 00 ©> K K oo o> CO «o «»• o> r>» * O w « »s cs ft o » n ft in M - - ft CO ^— * 3 3 vi S^ O O O c r- H 1- 1- o U1 O O i/i 0) e o "E in >^- «^B (U fQ o o o V) t/» 6 d 3 O «• Z Z . X 01 ««> •— w ^ «s ^ 00 >o ^ Is in * ^ '»• ^ O K ^ ^ •o in O o> » ^ « » o CO m h» o o> ^ m Is K m >o ft c»> o o> ^ » ft o> » m" K 00 ^ ^ in « o oT •n » K '" ^ , , ^ ^ 00 m o> o in in [ ; oo in CO * in » N «o CO » « •l ^ .• ^ o CO ^ Is ^ >o >o o- •> CO Is «»> o oT «n o w «s •" n ^ ^ ^ ,_ ^- ^ O- ft o « V 00 OO o- o in 00 « M K M V « in Is ^ ^ , ^ , ^ . V « ^ ft o C<4 i 1 I » ft «n 00 o o o Is m Is M 00 " * ^ * in o> "» ft ^«. CJ in * *" Is " *" « cs « ft « o * o >o in ft 00 ©> » Is CO » «l v" o V M in o" ft 00 >» o >o in » « « , « « , « » » n Is >o j I ft o Is O o> » F- K in m ^ « « CO r4 CO 00 « w in * •n ^ f>» p— (^ Is in >o 00 M ft ^ « * » in CO « » K o>^ o « •• v" CO 00 O o ft fO CO ^B « o « >o ^ K >4> o IN Is h«. •■ *. * » » CO ft O o> in ^ o. in o Is in m in M M O CO ^ •» ^ ^ o W Is F- Is h. in Is o> m V l« — E < 1/1 I/O C iliated Nation E u. re 1/1 I/I re c/) re o re 3 re X „ . u c c o .E .E 4- — < d Z Of o o U- 3 *- 3 < 1/1 re o »- re 3 34 U. S. RADIO July 1958 to sell the most Hoosiers be sure irour pyoduct is cooking in th^liotfest pot! every minute is a selling minute on WFBM' • Want a greater cumulative audience for your saturation spot campaign ? Like to get more at- tention . . . pull a bigger response to your program . . . increase sales ? Then check WFBM first— where every minute is a selling minute! Voices . . . voices . . . voices! A greater variety of personalities in programming than on any other station give WFBM's "sound" a big total audience . . . provides the most exciting back- ground in Indianapohs for your product selling. This program variety means more puUing power . . . gets more audience turnover hour after hour. That is why your saturation spot schedule works more effectively and accumulates a greater total audience. Ask us how WFBM can sell for you in this big, rich midwest market! Represented Nationally by the KATZ Agency U. S. RADIO July 1958 35 s s ^ *■ — o K O - •- O 5^ _o ^ U S o *« a 3 O O Q I— to < Is 9 ; — t^ o o ^ c i « . - O C< . O w > •V I/' n ■* — o •O o CO 00 IN CO 00 ■- .E Wo a:5 c "Dae « o:^ m •* » o ^ rs. ^ in IN 00 00 o r«. m « o ^ •v pv M « ■n M K » w" rs ^ » w 4- re X « a i'Z o **- «4- ^ UJ « GO o en 00 » M » 00 ^ ^ _ ^^ --■■ .—^ e r^ o u-\ o\ Rl ^ , (/I a> ^ c C ID TS ^~' o Q) re 1/1 «/» 3 C ^m X il ^ < r4 O re «X ^Z IN ■o o^ o JZ 1/) V u (/) T re o «/» X Q> ' U c C ^ re 36 U. S. RADIO July 1958 >- 3 CO < 5 _2 « 00 K >o CO CO CO m 1 in « ^ ^ M 0 o«" * lA >o ^ * ^ O) ^ CO F— o< en r« in * "o m lA o> ^ o> 00 m * , « ^ ft , CO en * tv eo ^, ^ ■ j_ , ^ . rt IX rx ^ 0 ■n .eS M ^ in <» r^ m w ^ h» in w «o >o ] « "J ^ rx 0 IX 3 0 oT 0 rx en en £ 2 in en a.U J 0 K n 0 ^ r m { 1 0 CO » rx en ^ M |_ ^ CO M 00 IX -'S « M in ro m CO ^ ^^ < ^ ^ ■ . » en in 0> en M 0 0 ^ o> « ; 1 ] o IX W en "I 0 o> » m 1 [ 0 K 0 V W >o ^ en "a » « 3 ~ Z 0 o> >o o "O "^ en eo M w o> hk [ j en ^ rs ^ in 0_4j i«- «n 0 0 CO cs 00 >o 0 OS * ^ CO » ^ » p- uj ■" Ji , -^ ^ «o tN «s ^ b. K O) ^ ^ . « . ^ ^_ ^ ^ « 0 Coffeyvil Indepen dence (Montgm CO «o -0 9> 0 0 ' ' en «0 m § eo CO K M in * ^ «s * en « in ,— rs V 0 cs K t P_ ] ^ ^ ; 1 CO en >o' « * 0 * ^ kansas City- infield owley] CO < M r- o« in in o> en *> 0 l*S b. ■n 5r 0 es eo 0 hs 0 t; p* >o >o rv * in en en IX eo Ix *- .° «S in * CO m («l CO m p~ r^ Vi H « '~ en m m «• 3 0 -a 0 »n 3 0 X in 3 0 0 3 0 .c in *- U •1 4- re CO E u. in re in re in _« re 'ifl 0 e 0 re Q> 0) 3*5 X -, J5 3 0 0 0 a 3 0 X re on 0 '*3 a. re re f=Z 0 re on -0 E 0 «/> c c 0. 0 0. UJ 0 z -0 re 0£ 0 Z t/1 0 Z re 0 "3 LL. -0 C < 0 Z 0 0 u. 3 0 3 < re 0 k. re 3 u. u ■■5 E O IX "2 •<( IB < ^ t/. S. RADIO • July 1958 37 " •n r* " « o o K » » M f<« M M « C* « M M M iC *: = (U V C3 t/> 3 3 ■o O O TO X X o o o 6 ■o d Z C£ -s ■t- «n CO m « " m »> ^- 1— « * » »" o> m o> » lO CO » fB en «o m m '" '~ K ^ rs * W m o CO CO * r^ CO * m >o o >o in OJ CO « K rs in Is CO CO K * * ^ o Ox * m * * ^ K rs n *" r4 * in e* o> t O w o ^ ot * o r4 o> n o> cs m «o 00 « cs ^ CO in ^ K M <»> CO o o> o « n CO » w m rs o> « in >o o CO M «n Ox hs CO F- Is o f-S o '— (»S o Q.-. i/^ b» CLO — • ^^ c U 01 1/1 > o 3 ra V •Q to o re 3= « «>0 W1 E fcO -o M o c c o o 3 3 < re o = re 3 U. u ■•5 £ U < E — Q3 ^„ 4i < ii. -»- '^ O 38 C7. S. RADIO • July 1958 WEBC DULUTH aSUPERIOR THE NUMBER ONE STATION* i IN THE SECOND LARGEST MARKET IN BOTH MINNESOTA AND WISCONSIN TIMEBUYERS Watch for new WEBC "Prize Dial" — coming soon. SEE CURRENT HOOPER AND PULSE RATINGS U. S. RADIO • July 1958 39 •o ^ * ?2 o :! EO a — (/> , ^o M m m 3 3 O O ^ -J NO 0» ^ IO«A ^^ ^^ ^ e lA a D U c CS o '" «: a j;aa « o> K o> CO *o « CO O^ *" n _ » >> Irt >* w> O O ->£ ». — U c t» o o -' ^ >- 3 I— to < od~ c — (U £ e o --~ i£2 £ C « o o 00 o o o ^ o o e o ^ « M 11 OCD m O-' '^ ■n 0(J a-a o O o « J2 O •- o <^ «. o ■■ 00 >o 4- re X a> ^ c a. c 3 ■o o CO a; V re 1/) «•> 3 o 4- X 1/1 w •- »- CH ^ ^ re E < o ■- • - i * ^ M w ~ re c S uo _E i/i c o s c V ■o c o. — (/O re iC — < C3 S o o M C«( < lo o o in K «n m o ee in o of o - o =) to < 5 *i^ ^ 00 00 m r> IX 3 tn ^^to u ~' »/> «s €t 00 Ol *n 00 CM >o CM t * CM I 0 Ol o Irt CM CM CO o> ^ * ' 1 E 3 *^9 "W cs ^ ^* <»> Ix ^- CM hs u ^ £^ ts CM in oo ' ' ' i zd ^ ^ ^ g o « o> r«. m K M F" pM [ ^ ] 11 CO IX h» o CM o> o ' ' Z5 s '~ ~ — . c ^ 00 » ^ 00 o> cn ] ft »— M I ncol ncasI in * * » o> ft ' ■ ^ ^ f— Ix -1 a M j ^ CM ?r5 c o o o N O fn Ix o M j_ F- ^ ^_ , « d 00 oo CM » o CM ' S 3 (n ^ GO '~ o<' CM o. 00 ' ' ' "a- -H "O — eo rn w 00 IX IX « CM ^ ^_ __ ^ , = ==S 00 CO (S ^ ^ m «o * O 00 «o ^ r— [ pa ] [ O O! CM o> o> lO CM o> » ' ' ' ii.~ ^ " — CO ^ o 00 00 CO m , , , eo-' 00 00 K o cs o> o> 00 ' 1 ■ 1^ 00 * K CM m en CM , o *■ « m CO O cs CS IX 00 CM M ^ '" CM ^ • ^ o ^ ^ ^ 00 t: o o> ■» m •^H o c CO E o u — in 3 O 1- i 1- 3 O 1- c o m ON i/> c o i/i 0 (/> 3 o .c (/I o .c 0) 4- 3 o X -5 re 2 o i« E < _E re O 4^ E '^ "3 c C i/l re ^ i E J2 3 O o •J Z >^ LU >*• o d Z .2 re 0£ o 6 Z o; 3 O X re 1/1 o d Z Ol -0 c re re f=z ^j_ < 0 d z CM — «o o o o fae- rx 01 CM CM in ^ « 8 0 0 0 v> 0 0 0) 0 0 (^ faa l/> ■ — ' V 1/1 > <1> 0 F -n Of 0 0 3 0 w 3 u. 0 < 1 re o in CM CM CM ^ 3 "» O !/> X 0, U < u: U. S. RADIO • July 1953 41 z h K 0 z i2y O 0 .2 " «• O CO < IX >o CO in o n M ■n o M 00 en 00 «> E o w . — -Sg BO -5 > 4- X in * "O CO M ^ ro 1 ^ 1 1 * CO «o CO » IX o< K » rx 00 o« «n in en CO ^ o> in en >o «n ^ in CO 0 en ^ in n « 1 , 1 , , in in » h« « 0* » ^ in « M cn , « . « . K 0 N o en n CO •■ •> •• « 0 M w 0 « ^ >o >o W « «o n ^ en V ^ «n "» F» M ! «n M , "S' >o » >o « ^^ 1 1 00 in CO 0 « h» >o * Ix ■n K m CO « W ■n « V 0 cs •" , « ^ ^ . 00 o * w «n IX «n IX w « r» * " « ■A « , ■n («l en w 0 00 ^ 1 o« CO « 00 * rx CO 0 CL_ C w> kf^ Q-O 0 <" '"; in c 0 , , . . 0 uo ■s° E ni V _> X 0 3 *« c «•*: «•) ra re 0 re X .. - Z> I— to < 0 X h 0 c e e e in ro eo K e e o o CO n W V * c C i o n «o M ^• o M * >o o ,_ IL c o « M 1 35-2 «n 1 '^ ^^ >> e •- £ o ^ eo >• 6 K O eo eo _ c o eo K e ** ■** ^ * M M » e c » o ■n in j< j< ^ o o vO O 0 ci tata *^ e _ .- n «o » ■o > '• o irt in d o d 1 ^CQ ■n <-- ^ o >o o» 0,^ d 00 9> «- o wi ^_^ o 3 3 wt E o O -o .c -C C u — H 1- C O — 3 O ofiS ^ -a .c C M o o c 1^ CQ-O 3 u I/I 3 0,-0 O X o X J2 3 >•- o o o LU o Z •o eo 00 w m w M w I/I c o i/> ■*- c ii o nj (1) c -o -o o c 1 - *■» 0) >o 00 o ©> m o 00 o E o 3 < in O O o m in l/J ^ 3 ™ o */> a XI o U 4: ■■S E 2^ • a U p < ir 44 i/. 5. RADIO July 1958 >- Q I— to < 5 » 1 o ^- ft CO « CO in iaS^ m •n M o o> r*. a o o o CO « *s •o ^-Sf M CM ^" pM c , o >> o » 4 00 en 5o-~ o o o eo eo o> O en 2to M X — I/I -~ w o ^ n m CO en e c V rs « >o o> cs «n «n o 6l^ r- (M ^ g u p. CO II ^ ^ M m CO >o * V o si U VI itowo River ani- woc) ,_ o 00 CO i«» o o cs o en ■n » o g|?£ «n CM 5l- '" e _ ^ M CO <« 00 00 rM O Q) .2 c ■o 0 GO o CM CO m rs in ^ ^ o> «n oO o en o o f^ >o o> CO o >o o "d in rv » o CM 00 P4 « « >• c O o« «o ro K 00 eo m o O r4 CO » 00 "^ pa o> >o v ca r^ O '~ 01 .-~ lair ewa aire rv -o o r— o K 00 en - V 3 ^0.0 *s in W en l/» — w o 00 00 ^ en CO * Beloit nesvil (Rock § ^ en in 00 » ■n ^- o en o o r4 ^ S-e . - ^ 00 CO |z9a rC * < ^' ,_ o o cs * * in £"5 o CO o o CO en CO « ^ o t; c) * ^ o 00 j;i2 «n •> « CM o 4- o X o o X o >*- o o I/I V) _0> t/1 a. o d •a 6 3 o •v> UJ Z C£ Z X en »- «M E >■ CM CM CM CM CM CM K IS. ■- CM C 4. O re -o § fD re f=z o OO CM '- i '» en E o Z in o CO CM O en r«. » en i m c^ en CO 00 CO t M) CM CM O O o be- (U O O O O O O .. fa9- be- OO b 1/1 <•> g -o M ! o o ^ ^ u. I Q I < c o «o •*« l/> »0 o en CM en in en «n en 00 o en o o 00 ■n ■n in in ■o in CO iC Q-o i« -^ 3 " o «/» '. u c c ^ E o U ^ o a . o -o < L. ^ o o -^ t/. S. RADIO July 1958 45 focus on radio A Quick Glance At People, Places And Events Around Radio-Land RADIO AND TV bury the hatchef in a joint effort to boost business. "Buy Now" campaign was undertaken by KOB radio- tv, Albuquerque, N. M., whose bus bench ads are reproduced here in more palatable form. Enjoying the cake is George Johnson, general manager, who is being fed by Marge White, women's director. Anticipating his slice is Dale Tetterington, manager of Jill's Bakery, which created the culinary masterpiece. QUEEN LOUISE O'BRIEN cools off by the pool after performing her royal duties during the recent National Radio Month. Adjusting the KNX Los Angeles per- former's crown is Glenn Logan, mngng. dir. of the Elec- tric League of Los Angeles, while Art Holbrook, mngng. dir.. Southarn California Broadcasters Assn., looks on. ANNOUNCER TURNED DAREDEVIL climbs up ladder of the Manhattan, Kans., water tower to live on the 115-foot high catwalk until he had raised $2,500 for the Manhattan Area Park Development Assn. Human Fly, Shel Smith, KMAN, spent three days taking tele- phone calls and pledges from his heavenly rest. The money will be used for playgrounds for children. "LET'S EAT OUTSIDE, ' say NBC Radio executives who are launching a campaign to promote outdoor eating this summer. The five-week editorial campaign was developed as a means of building closer working relations between stations and their local food retailers. Here Matthew J. Culligan, vice president in charge of rhe radio network (right), and George A. Graham Jr., director of sales planning, examine promotional brochure. L "YOU'RE THE TOP," says WTOP Washington, D. C, to Miss Barbara Bicker+on, winner of the station's Miss Portable Radio contest. Miss Bickerton, of Arlington, Va., promoted National Portable Radio Week at de- partment stores in the area by presenting cards to customers who became eligible to win a radio. Sta- tion gave away two portables a day for five days. MISS PORTABLE RADIO beams at Washington's Lt. Gov. John Cherberg who presents her with *he title in a promotion sponsored by KIRO Seattle and Eveready Batteries. Winner Sheri Lewis visited with Pacific Northwest listeners in downtown Seattle to explain why summertime is the right time to buy a port- able radio. Briefing her was Don Courtnay, KIRO production manager (right). STATION PAYS TIMEBUYER, reversing the usual procedure, in a "Who Are We" contest sponsored by WINN Louisville, Ky. Winner Rena Mayer of Camp- bell-Ewald, New York, receives check for $250 from John Tormey, director of radio sales for the station's representative, Avery-Knodel, New York. Also taking part is Richard Stone, salesman for Avery-Knodel. "I WON'T BITE," thinks Pete Smythe, KOA Denver's "storekeeper," as he holds mike out to a reluctant performer. Broadcast was held in the authentic country store in the lobby of the Industrial Federal Savings Bank. In observance of the frm's 67th anniversary, items were sold at prices prevailing in 1891. DADS COMPARE NOTES as Dr. Milton Eisenhower, presi- dent of Johns Hopkins University (left), chats with CBS newsman Walter Cronkite. Dr. Eisenhower was named "Father of the Year" and Mr. Cronkite Radio Father of the Year" by the National Father's Day Committee in New York. Theme for 1958 is "Integrity Starts in the Home." hometown USA • Loco! Promotion • Commercial Clinic • Station Log • Radio Registers ^4^ The Controversial Merchandising Plus Counter displays, mailings, remote broadcasts all are part of the extra services many stations provide regular advertisers i Merchandising — the promo- tional boost given to the advertiser by the radio sta- tion— has become so \vides]Mead in broadcasting operations that in a u. s. RADIO sinvey only a very small minority of stations report a lack of merchandising activity. Broadcasters, it would seem, tend to include merchandising as part ot their regular service to steady adver- tisers. The whole area of merchandising often enters into the arena of contro- versy. The chief problem revolves arouiul whether these extra services should allect a station's rate card or the amount an advertiser ])ays lor his radio buy. The feeling l)y agen- cies and advertisers seems to l)c that time should be bought on the basis of radio-only considerations (i.e., circulation, audience composition, coverage, cost per thousand and rat- ings) . The chief timebuyer ol one of the country's largest agencies declares in sujjport of this view: "We make our CKNW New Westminister, B. C, goes all out to promote Nescafe coffee. The station keeps a merchandising staff of three persons busy full time and supplies extensive service for Its small as well as its large advertisers. buys first, then ask about merchan- dising which we consider the whipped cream on the dessert — gocxl, but not essential." On the reverse side of the coin there have been those who feel that if merchandising is, indeed, an extra- added attraction existing apart from the station's normal obligations to the advertiser, it should be charged for as such. IMcjst radio merchandising centers around counter displays, mailings, lobi)y posters, kick-off newspaper ads, on-the-air program spots, remote broadcasts and personal appearances by station talent on behalf of adver- tisers. u. s. radio's survey indicates that while most stations reject the prac- tice of increased rates for special pro- motions, they do tend to give mer- chandising support primarily to ad- vertisers who are with the station for a given period of time or frequency. Within this framework, however, there is considerable variation from station to station over the qualifica- tions an advertiser must meet before U. S. RADIO July 1958 "The media representatives' sales tools are the agencies' sales tools..." says Mildred Fulton (Mrs. George Backus), Broadcast Supervisor, McCann-Erickson, Inc., New York. ". . . and the representatives' tool kits get bigger and better each year." With these words, Mildred Fulton cued her train of thought at the outset of an interview by a field reporter engaged in Standard Rale's continuing study of advertiser and agency buying practices. Miss Fulton went on to say: "Yes, there definitely has been substantial progress made in the information that stations have been giving us. More facts, more about theii audiences — facts that help us arrive at recommendations more quickly— recommendations we are more satisfied with. After all, we have to be in a position to defend them, 'sell them', if you will. Now you might even say that the stations are giving their men better sales tools and in turn help us to be better salesmen for our recommendations. And, as I say, these sales tools seem to have improved all along the line. For one thing, their coverage analyses are much better. They give us a better picture of their audience com- position and viewing habits. They are giving us better service on things like merchandising. Many stations are doing a very good job on this score and our clients appreciate it. All this is above and beyond a wealth of good information of the statis- tical type. "And speaking of statistics — the trade publications, too, have recognized our need for more and better data. For instance, the addition of maps and market information to Standard Rate & Data has done much to make our jobs easier. And in that connec- tion, I would like to see the stations put more of their own information right in Standard Rate. We (continued on following page) U. S. RADIO July 1958 49- (continued from the preceding page) use SRDS constantly. For instance, factual market intormation is something we need, particularly in terms of a station's coverage area, the TV homes they cover. Really there are a lot of things that stations do put in Standard Rate where they are extremely handy to refer to. We appreciate any- thing stations do to make our job of gathering and compiling facts quicker and easier. "You can imagine the tangle we get into when we are working with coverage maps, rate cards and program schedules, no two of which have the same size, layout or sequence of information. Here, let me show you a file on program schedules in just one state. See, there aren't two alike and look at that variety of sizes, layouts, folds and shapes. Some printed — some mimeographed. Not that I care how they arc printed, if they'd only get into some sort of standardization so that when you're working with a pile of them you can run down them and get the information quickly the way you can in SRDS." Hundreds of tiekl interviews like the call made on Miss Fulton have sharply defined the main points that agency and advertiser executives alike say they look to find in Service-Ads when they're using Sidinlard Rule to select markets or media. Of the many useful Service-Ads you'll find each month in SRDS a few are reproduced on this page. Service-Ads in SRDS help agencies and advertisers buy space and time Ihcse laft Radio and IV stations, WBRC Birming- ham, WTVN Columbus and WKRC Cincinnati use these Service-Ads in SRDS SPOT TV and SPOT RADIO to give buyers of time maps of their cov- erage areas, market data, program information, facts about the merchandising services they make available to advertisers. All are linked to their basic "Top Taft station" slogan and their Katz Agency representation. MUMI 0*1* tPICIMIZID MOCIAMMIM 10* A COMPUl MAHn UNIQUI "KIT ITEM' MEKCMAttMSHW WnRC'TV