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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

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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^

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^^'"'

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<i\or Lasts"
The Shoestring Sell		30
W i(lj;\\()i)(l Airs Its Wares 1 nral Prnmotion		43

Civics or Ciimini(ks

DEPARTMENTS . . .

Airwaves Soundings Washington Silver Mike Letters to Editor Kocus on Radio Hometown U.S.A. Radio Registers

3 9 11 14 16 34 44 46

Report from RAR

Report from RepresentativeN

Report from .\gencies

Report from Networks

Report from Canada

Radio Ratings

Editorial

Around Radio

48 52 54 56 5ff 60 62 64

EDITOR AND PUBLISHER

Arnold Mpiil

Business Manag^er Catherine .Scott Rose

Mtiiuigiiig Editor Fran Rile>'

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

.\( (()i<iiii<4 to hist year's .inniial report. rex; (liNotfd '.(()() mail days preparing for, ailfiKJiiig and lollouiiiff up tonnnit- tcc hearings in House and .Senate. Out- look lor future — more of same.

Inunediate proof of this is House Legislative Oversight Subcommittee which will investigate whether or not FCX; and .").') other regulat(jry agencies have been properly carrying out laws enacted by Congress concerning them. Subcommittee, operating on special ap- propriation of $250,000 which runs out in January, is headed by Rep. Morgan .Moulder (D-Mo.). Staff of 13 has em- barked on "show-us"' incjuiry. There is not a file cabinet at FCC to which probers can be denied access. Hearings will be open. Dates have not been set but will l)i- after Congress gets batk to C^apitol.

NARTB On Regional Road

With I down (S( Ik iu( lady. Cileveland. Asheville. X. C. and Kansas City) and I to go (Portland. Ore.: Denver. Dallas and Memphis), this is first year N \R 1 H Regional Conhrentes are open to non members.

Signiruant information to come out ol radio side of Regionals to dale:

• iinnounceiuettt of XARTB support lot (ill-indii.sliy move to negotiate on equal basis tiext year when ASC^AP radio contract expires.

• educated predication that, come ]'>65. 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 An