AUGUST 1961 I U.S

AUGUST 1961 i U.S. RADIO

ON- THE -AIR EDITORIALIZING Food: radio's $76 billion question

Part 1 of a two -part series on Joe Culligan updates his radio thinking

broadcasting in the public interest Why Keyes Fibre is a silent sponsor www.americanradiohistory.comi WHO Radio should be No. 14 on any "Top Market" radio list!

50,000 -Watt WHO Radio Covers 865,350 Homes In Iowa PLUS!

EVERY time your marketing strategy calls for metro area`s, including Des Moines, account for radio in America's top radio markets .. . just 33 %.) 50,000-watt WHO Radio belongs on the list! Many surveys, for 24 consecutive years, have There are only 13 markets in America in which measured the Iowa radio audience, and have proved any radio station reaches a larger audience or that \VHO is Iowa's most listened -to radio station. more buying power than does WHO! A 93- county area Pulse (March, 1961) gives WHO WHO Radio reaches 865,350 homes in "Iowa the No. 1 position in every weekday quarter -hour PLUS!" (96 of Iowa's 99 counties plus a number surveyed over 94 other stations. of counties in neighboring states). 757c of all Iowa Next time you make up a "top radio market" list, retail sales are made in counties you reach with be sure No. 14 is \VHO Radio! Ask your POW WHO. (Metropolitan Des Moines accounts for only Colonel for the latest information on "Iowa Plus."

9% of Iowa's retail sales. All eight of Iowa's leading Sources: Pulse (March, 1961), NCS No. 2, SRDS. WIP110 for Iowa PLUS ! Des Moines . . . 50,000 Watts

NBC Afflflate WHO Radio is part of Central Broadcasting Company, which also owns and openies WHO -TV, Des Moines; WOC and WOC -TV, Davenport

Peters, Griffin, \ï'oodward, Inc., National ReprnentatLn

www.americanradiohistory.com OFFICERS: Norman R. Glenn, editor /publisher; Bernard Platt, executive vice president; Arnold Alpert, vice president /assistant publisher; Elaine Couper Glenn, secretary/treasurer.

EDITORIAL BOARD: Norman R. Glenn, Arnold Alpert, John McMillin, Jane Pinkerton.

EDITORIAL: Jane Pinkerton, managing editor; Mary Lou Ponsell, senior editor; Barry Mallin, assistant editor; W. F. Miksch, contributing editor; Maury Kurtz, art editor.

ADVERTISING: Sal Massimino, business manager; Shirley Allison, administration production; (Los Angeles) Edith K. Whaley, 216 S. Vermont, DUnkirk 7.6160; (San Francisco 11) 1Vhaley- Simpson

Co., 700 Montgomery Bldg., SUtter 1 -4583. U.S. RADIO AUGUST 1961 / VOL. 5, NO. /

ARTICLES

13 FOODS: RADIO'S $76 BILLION QUESTION I food and radio pros outline ways in which radio can increase its share of the food advertising dollar

17 EDITORIALIZING ON THE AIR / part one in a two -part series on broadcasting in the public interest shows station profiles, patterns

22 WHAT JOE CULLIGAN THINKS OF RADIO TODAY / the former head of NBC Radio, now with Interpublic, reminisces on radio and predicts its future

25 RADIO'S DESTINY: CREATIVE CONSIDERATION / Clifford Barborka, president of the new Better Broadcast Bureau, asks for creative upbeat

28 FOUR RADIO PRONGS NEED SHARPENING I Blair Vedder Jr., v.p., media director, Needham, Louis dr Brorby, outlines radio's "wrongs" to broadcasters

30 CAN A SPONSOR BE SILENT AND SELL? / the answer is "yes ", says Keyes Fibre, which promotes community image on radio without commercials

DEPARTMENTS

Commercial Clinic 33, Letters 10, Names and Faces 46, Radio Focus/Ideas 36, Radio Focus /People 40, Radio's Reach 8, Silver Mike 12, Soundings 6, Time Buys 9

MEMBER OF BUSINESS PUBLICATIONS AUDIT OF CIRCULATIONS INC.

U. S. Radio is published monthly by Air Media Inc., at 3110 Elm Ave., Baltimore I I, Md. Editorial and business offices at 40 East 49th street, New York 17, N.Y., telephone MUrray Hill 8 -0475. Copyright 1961 by Air Media Inc. Accepted as controlled circulation at Baltimore, Md.

U. S. RADIO /August 1961 3 www.americanradiohistory.com 1

II now

WLW Radio daytime audience

has soared to Number 2 spot

in the Nation among the more

than 4,400 U.S. Radio Stations! That's quite a position - second to one!

And in Cincinnati, WLW

still overwhelmingly holds the first place crown -70% of the NOW REACHES daytime total audience and 35% of the daytime metropolitan Cincinnati audience.

OVER 100,000 So when you're buying Radio time, take a good look at these figures and charts ... HOMES and you'll see why you should . 91% ADULT AUDIENCE call your WLW Representa- tive ... you'll be glad you did! PER AVERAGE 1/4 HOUR 6 AM TO 6 PM

4 U. S. RADIO/August 1961

www.americanradiohistory.com in ber in Cincinnati total audience per average

1/4 hour 6 AM number T in the nation ! to 6 P M

TOTAL AUDIENCE OF CINCINNATI RADIO STATIONS (January-February 1961 NSI) Number of Radio Homes Reached Per Broadcast -Average % Hour Per 3 Hour Day Part -6 AM to 6 PM. 1,000 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 110,000

WLW NOV.-DEC. '60 JAN. -FEB. °61

Station B

Station C

Station D

Station E

CINCINNATI AUDIENCE (January-February 1961 NSI) Number of Radio Homes Reached Per Broadcast -Average Y Hour Per 3 Hour Day Part -6 AM to 6 PM- protected against 320,000 radio homes in metro Cincinnati. 1,000 3,000 5,000 7,000 9,000 11,000 13,000 15,000 17,000 19,000 WLW

Station B

Station C

Station D

Station E

WLW Radio Nation's Highest Fidelity Radio StationCrosley Broadcasting Corporation

U. S. RADIO /August 1961 5

www.americanradiohistory.com OUNDINGS news & interpretation

ALL -CITY RADIO PRESENTATION is being shown this month in six major- market areas by station members of the San Francisco Radio Broadcasters Assn., a unique cooperative sales and promotion enterprise which hits hard on the value of saturation radio to cover the entire marketing Bay Area. Their theme: The best way around San Francisco is with radio. Showings are slated for that city as well as Los Angeles, New York, Detroit, Chicago and Philadelphia. Key pitch -man is Homer Odom, SFRBA president and v.p. of KABL San Fran- cisco. Preview of the slide presentation in color was shown by CBS' Maurie Webster in New York the first week of August. Project shows pluses to be gained by cooperative selling among five major station competitors in touting the advantages of their market to agencies and clients.

BUSINESS IS BETTERING in all parts of the country. Radio stations report billings are rising and new account activity as well as new sponsors are commonplace in most sections. Among the purveyors of such good radio news: KABC Los Angeles, where V.P.- Manager Bob Hober- man says second -quarter billings represent the biggest sales total in the station's 17 -year history; KNX Los Angeles, where Sales Manager Gordon Mason has tabbed as highest volume in seven years a similar second -quarter figure, and KSDO San Diego, where June business is highest ever tabbed by the station since its joining the Gordon Broadcasting group two years ago. Week ending July 1 at KSDO found 20 new sponsors signed, says Manager Joseph Miller.

DOLLAR POSITION of radio stations dipped a bit last year but still holds significant profit margin for owners. New National Assn. of Broadcasters summary shows average radio station earned 7.6% before federal taxes last year, contrasted with the '59 margin of 7.7 %. (This compares with tv, which rose for those years from 14.3% to 15.4 %.) NAB's James H. Hulbert says typical radio facility showed 5.6% gain in revenue, 6% hike in costs. "Radio stations in larger markets experienced a reduction in profits, while those in smaller market areas showed a slight increase."

BILLBOARD ADVERTISING, hit hard in the past few years, gets another body blow from RAB. Latest summary shows consumer attitudes comparing billboards and radio draw a pattern for radio of (1) telling about new products better, (2) creating more interest in products, (3) making customers feel more favorably toward an advertising product and (4) better remind- ing consumers to buy. Timeliness of the survey coincides with peak automobile traffic during the recreational and vacation months in the summer when car listening peaks.

HYPOED PROMOTION for stations is the order of the season as broadcasters anticipate re- newed interest and rising business. One strong move in preparing for more dollar signs in the entry column has been made by WLEE Richmond, Va., which is asking one of the two top radio stations in each of the leading 75 markets to cooperate in a mutual sales promotion effort. Elements in it: exchange a detailed report on all "unusual or successful sales ideas, sales or station promotion schemes, contest and program ideas" in the preceding month.

6 U. S. RADIO/August 1961

www.americanradiohistory.com MUTUAL PRES. BOB HURLEIGH, in a fact -filled press confab in New York, pointed to some marked audience trends for his radio network this year. January through May total audiences for all four radio networks, he said, remained constant but this same audience has been "re- distributed." The shake -up has been to Mutual's gain, he noted, reporting a 23% rise in over -all per- broadcast average audiences. The five -month comparison, MBS reports, puts the network in "third place in attracting audiences" and in the single month of May MBS "came within 5,000 listeners of moving into second place."

ABC RADIO, with another network view and an encouraging sales position, said $2 million in third -quarter billings "point to the most successful year in the recent history of the network" and indicate a sales gain of "at least 33 %" for the July 1 through September billing period. So says Jim Duffy, national sales manager, who adds "We have reason to believe the upward trend will continue throughout the fall and winter season." Among the gains: sales of Don McNeill's "Breakfast Club" are up 24% from the same period last year; news and sports programs, up 15 %.

ONE -STOP RADIO is the new concept of Gerold O. Kays, board chairman of Friendly Frost Inc., licensee of New York's new WTFM fm facility which begins operations next month in a glass -enclosed studio building on Long Island. The "welcome visitors" sign will be out, with residents invited to see the 20 -story transmitting tower, recording studios and a sound salon which will feature custom high fidelity and music systems, fine furniture, paintings, sculpture and other art objects. Announcer staff and music selections will tie in with this sophisti- cated continental theme, with international selections of music now being scouted by a station team in Europe.

STEREO FM continues to make headlines -in the trade as well as the consumer press. Among news of the month were key reports quoting John F. Meagher, NAB v.p. for radio, and FCC Chairman Newton Minow. Said Minow: "Fm stereo offers a new kind of listening pleasure." His comments were circulated in the Electronic Industries Assn. booklet released at a stereo symposium sponsored in conjunction with the Music Show in Chicago. Meagher, discussing the "potential bonanza" of stereo fm sales at the same Chicago meeting, said "Fm licensees are going to be very reluctant to embark upon stereo without full assurance of full cooperation from distributors and dealers." Cooperation among manufacturers, distributors and broadcasters is essential, he said, in assuring the full development of the medium.

Part 2 of u. s. RADIO'S special report on broadcasting in the public interest will appear, with emphasis on the news and public affairs aspects based on analyses of industry reports NEXT and of questionnaires sent to radio stations. There'll also be a rundown on seasonal campaigns which move into MONTH: radio during the fall and a detailed report from Nation- wide Insurance Co., which currently is launching an in- tensive network and spot radio campaign. Complementing the report on service to the public will be a rundown on new service for broadcasters: Broadcast Clearing House, offering automated buying and billing.

U. S. RADIO/August 1961 7

www.americanradiohistory.com RADIO'S REACH /AUGUST 1961

AM STATIONS ON AIR* 3,602 FM STATIONS ON AIR* 889 SETS MANUFACTURED** 1,196,949 RADIO SETS IN USE- 156,394,000 CAR RADIOS ¡ ¡ 42,600,000 FM SETS IN USEf 15,500,000

AM STATIONS ON AIR: The number of am stations on the air at the end of June is 3,602, an increase of 12 stations over the previous month. Applications pending total 519, while 155 stations are under construction.

FM STATIONS ON AIR: The total number of fin stations broadcasting at the end of June number 889, representing an increase of 18 stations over the previous month. There are 69 applications pending and 203 stations under construction.

SETS MANUFACTURED: Total radio output in May is reported at 1,196,949 sets (latest available figures) , a jump of 72,025 sets above the previous month. Auto radios produced number 408,875, while fm radios number 49,705. Total radio production for the year -to -date is 5,911,027. Retail sales, excluding auto radios, show a rise of 142,127 sets above the April figure, totaling 745,616. Total set sales for the year through the end of May are 3,449,834, or 274,365 more than for a comparable period last year.

SPOT SALES: National spot radio sales for the first quarter of 1961 are estimated at $40,805,000, a decrease of 7.9 percent over the estimated 1960 total of $43,805,000. Estimated gross time sales were released by the Station Representatives Association last month in a report based on compilations of Price Waterhouse Co. Preliminary estimates for the second quarter ending June 30 indicate considerable improvement in national spot billings, according to Lawrence Webb, managing director, SRA. The estimated time sales are subject to revision upon the release of official FCC figures for the year 1960.

NETWORK SALES: Liggett C Myers Tobacco is the top network advertiser in terms of total home broadcasts delivered for the four weeks ending June 4, according to A. C. Nielsen Co.'s latest available figures. Lk NI delivered 313 broadcasts for a total home de- livery of 141,091,000 broadcasts. In second place is Chevrolet. with 218 broadcasts and a total of 123,039,000 home broadcasts delivered. Following in third, fourth and fifth u places arc R. J. Reynolds Tobacco, Standard Brands Inc. and the Mennen Co. Topping the list for commercial minutes aired is Chevrolet with 200, and total commercial minutes delivered, 106.809,000. Liggett C Myers is second with 2.10 minutes aired and 100.133.- 000 minutes delivered. Standard Brands. Mennen and l'harutaco lnc. follow in third, loth th and lifth places.

-,. J ne I.IA. M. tll.ul ertIm.1.. Jun. 19.9, ttiLlll e.11ma.. Juts 1991.

8 U. S. RADIO/August 1961

www.americanradiohistory.com wLLLLND

TIMEBUYS

AMERICAN HOME FOODS Hose line. The drive will probably HESS & CLARK run for about nine weeks. Time- Agency: Young & Rubicam Inc. Agency: Klan -von Pietersom- Dunlap, buyer is Gerald Melum. New York Milwaukee Product: POULTRY AND SWINE FEED Product: CHEF BOY-AR -DEE ITALIAN J. I. CASE CO. ADDITIVE FOODS Agency: Nestern Advertising, Schedules running through the sum- Lack of available funds forced the Racine, Wisc. mer and fall were placed by the ani- agency to switch part of its advertis- Product: FARM IMPLEMENTS mal products company for its of -180 ing budget from television to radio feed additive for poultry and swine. for Chef Boy- ar-dee Italian foods. A seven -week campaign that began Rural areas with large concentrado» Schedules, which began in late July, in early August is grinding out for of those animals have received the have been placed in several major the manufacturer of farm equip- schedules. Timebuyer is Ed Ritz. markets scattered throughout the ment. The announcements concen- country. Some will through Sep - line run trate on selling the company's NATIONWIDE INSURANCE CO. tmber and the remainder will con- of tractors. Frequencies run about York tinue until the end of the year. Fre- 10 commercials per week with rural Agency: Ben Sacklteim, New quencies range from 10 to 15 per markets getting all the business. Product: AUTOMOBILE INSURANCE week for the minute and 30- second Charles Wright is the timebuyer. The insurance company has moved announcements. Housewife times - full force into radio to push its auto afternoon late morning and early - CREAM OF WHEAT CORP. insurance with the bulk of a $350,000 carry the bulk of the commercials. Agency: BBDO, Minneapolis advertising budget earmarked for is Viscardi. Timebuyer Tom 237 stations throughout the country. Product: CEREAL The campaign began in late July AZCO In preparation for a full -scale can. and will run for about two months. Agency: ,11cCann -i íarschalk, paign in the fall, the cereal maker The commercials will stress the re- Cleveland has purchased short schedules for sults of a recent survey which showed July and August in about 50 mar- that 90 per cent of Nationwidé s Product: MANURE SPREADERS kets. The schedules run from Mon- more than two million policy -holders A one -month campaign beginning in day to Friday at the rate of about renew their coverage with the com- the middle of August opens for the five per week. Two to three stations pany. Dick Goldsmith is the time - New Idea Farm Equipment divi- per market are broadcasting the 20s buyer. sion's line of manure spreaders. The and 30s during the day and traffic -)rive will saturate rural markets. times. Timebuyer is Betty Hitch. REXALL DRUG CO. r imebuyer is Rosaly Goudek. Agency: BBDO, Los Angeles (For further information on farm J. H. FILBERT, INC. More than 100 markets on the ABC, market buys see Hess & Clark and Agency: Young & Rubicans, CBS, MBS, NBC and Keystone net - J. 1. Case Co.) New York works will carry commercials this fall as part of Rexall's "one-cent BURLINGTON INDUSTRIES INC. Product: MRS. FILBERT'S MARGARINE. sale" promotion. One of the largest Agency: Donahue dr Coe Inc., A 12- market campaign along the single promotions in the company's New York eastern seaboard was launched for history, the "one -cent sale" is one of Mrs. Filbert's Margarine in mid -july. five major campaigns planned by Product: SUPPORT HOSE The drive will continue for about Rexall for the latter half of this year. radio The textile manufacturer is expect- six weeks, using minutes during day- No word yet on the company's ed to launch a 57- market campaign time hours. Timebuyer is Gene Ca- plans for the other campaigns. in early September for its Support rnoosa. Continued on page 11

U. S. RADIO/August 1961 9 www.americanradiohistory.com n C pendent y ur article siderable i U.S. RADIO ire Results. LETTERS ted in a few probably pr experiment radio st tr s'

CORRECTION WHY DETROIT LOVES RADIO gratulations on the continued success of your fine publication, We have read with much interest in Please send us 10 copies of your your July issue the article entitled June edition of u. s. RADIO, or, pre- ROBERT W. SARNOFF Chairman of the Board Rudiu: Rx For Winter Drug Clients ferably, 10 reprints of the article National Broadcasting Co. r.ncl note in this article that it has 1V1ty Detroit Loves Radio. New York twice mentioned our use of radio. You are doing a good job with We just want to correct one im- u. s. RADIO. It has become a part of pression, however, for in listing my regular reading habit. IN AGREEMENT Chap Stick with other proprietaries using radio you refer to it as "a truly ED CARROLL I am looking forward to u. s. RADIO'S President new emphasis and, as a long -time wintertime item." !MAD subscriber, I wish you much more Chap Stick is also truly a summer Gadsden, Ala. item for those who love the great success. I am in accord with your outdoors, and for the past two announced policies. months we have been using NBC's SUMMER RADIO ARCH HARRISON, JR. Monitor to tell them so. This is our Program Director We are very much interested in an IVF1'A second summer season on Monitor Fredericksburg, Va. and our campaign this year on that article which appeared in the June medium was double that of last issue of u. s. RADIO beginning on page 45, entitled Summer Radio, Big Auto summer. "GUTS" I just thought I would like to set Tune -in for Sponsors. the record straight. We would appreciate receiving 10 I'd like w congratulate you folks on your "Minow" editorial. It takes a EVERETT BOND reprints of this article. Vice President certain amount of guts to stand up Chap Slick Co. L A. LUCAS and be counted these days, and most Lynchburg, Va. J. A. Lucas Co. Los Angeles of us are content to grumble to our- selves. u. s. RADIO increasingly appears to be the voice of the industry. TEEN MARKET PREDICTION IUD ROBERTS Just Imlay, I was looking over the ,1l n rage r uric 1961 issue of l'.s. RADto, Your objectives are high, but I pre- K !.11 and Roswell, N..1Irx. tame across an article that I think is dict you're going to reach and sur- ex(eptioually good. This article, Sl0 pass them. Lots of luck to you. Billion Tern ilfarkrt -and Radio CECIL WOODLAND $650,000 SUCCESS STORY OW HS Them, begins cm page 35. General Manager I would like very much to have I t'EJ L lour staff slid a fine job on the Scranton, Pa. five tear sheets of this article. In the article in the june issue, 5rí50,000 event this isn't possible at this late Success Story, which we feel exempli- date, 1 would like very touch to hate fies radio's great but often unsung THOUGHTFUL five duplitaie copies of the entire potential. magazine. I appreciate your thoughtfulness in G. COMTE General ,llarurger 1OHN P. STRENGTH, 1R. sending Inc a personal copy of u. s. Kr cl; 117,11/J Odessa. Ter R. s nun under the new format. Con- d1ilwaukee

10 U. S. RADIO/August 1961

www.americanradiohistory.com TIMEBUYS Continued from page 9 Houston's STANDARD BRANDS INC. Agency: Ted Bates & Co., New York

Product: BLUE BONNET MARGARINE

In the second of a series of radio tests, a 13 -week drive will open for the spread on August 28. Schedules have been purchased in 15 major markets in the southeast. Frequen- cies for the minute and 30- second ets range from 50 to 75 per market. About three or four stations will be used in each market. Bill Abrams is station at the the timebuyer.

STANDARD TRIUMPH MOTOR Agency: DCSI:S, New York

Product: MOTOR CARS

A 26- market drive, centering on the east west coasts, opened for the }west and automobile manufacturer in early August. The schedules, using minutes during traffic times, will continue for about four to eight weeks. Timebuyer is Don Miller. STERLING DRUG INC. co, per GLENBROOK LABORATORY DIVISION )$t Agency: Dancer -Fitzgerald -Sample Inc., New York

Product: ENERGINE CLEANING FLUID A 12 -week campaign that began in the middle of July and is expected to run for about 12 Weeks is scour- th .0 usand ing the country for the cleaning fluid. A total of 15 markets are involved in the drive. Commercials are all minutes. Timebuyer is Fred Ducak.

SUPERMARKETS AND FOOD PRODUCTS ist Agency: Co- Ordinated Marketing WITH THE Agency, Inc., New York MOST A number of supermarkets and food *NUZ manufacturers, including Safeway, Daitch- Shopwell, Dugan Brothers THE LEADER IN HOUSTON -24 HOURS with KQUE- Houston's Bakers, Dorman Endicot cheese, Affiliated TOP FM STATION Treat potato chips, Ehlers coffee, MEMBER OF TEXAS QUADRANGLE Aunt Millie's sauces, Joyva Food IN HOUSTON, CALL DAVE MORRIS Corp. and French- import Bon Bel JAckson 3-2581 cheese, will soon switch to radio in a saturation campaign along the east THE KATZ AGENCY. rrvc. coast. For full details see Foods: I Radio's 576 Billion Question page National RepresenhMes 13.

U. S. RADIO /August 1961 11

www.americanradiohistory.com ROBERT E. EASTMAN President, Robert E. Eastman & Co. Winner of the August Silver Mike Award

mosreni

In 1937, a young graduate of president in charge of radio for Blair, when, in 1957,

Ohio Wesleyan University Leonard Goldenson, president of the American Broad - landed a job at NBC as a ing Co., offered him the post of president, American page boy. A bass soloist in his Radio network. college choir, he wanted to Back in network with his colleagues at ABC, East- make singing his career. In man fashioned far -reaching plans to reorganize and those days NBC had the Page vitalize network radio. But that summer their prog- Boy Quartet, occasionally ress was interrupted and eventually halted by an heard on the network. He ironic, isolated development -the Asiatic flu. ABC, made the quartet but not the dependent on revenues from American Broadcasting - career. For Robert E. East- Paramount Theatres Inc., the parent company, was man, 48, now president of caught short of funds; the flu scare forced scores of the representative firm bear- movie -goers to stay home and theatre revenues ing his name, chose a career dropped markedly. in radio that applied his bass In April, 1958, Eastman resigned from the network, voice to salesmanship instead. and set to work making some plans of his own. He His rep firm, which represents radio station exclu- transferred his office and installed a business tele- sively, is thriving with 43 busy accounts. It celebrated phone in his home in \Vaccabuc, N.Y. The first tele- its third anniversary in June by moving into newly phone call came from Dick Buckley, then president of decorated offices at One Rockefeller Plaza. WNEW New York. Would Eastman represent his Eastman is as enthusiastic about his company's station? His next call was from John Box Jr., presi- future as he is about the prospects for radio. "Radio dent of the Balaban Stations Inc. 'Would he repre- is on the threshold of tremendous growth," he says. sent WIL St. Louis and WRIT Milwaukee? "In the next five to 10 years, spot radio volume may Eastman gave the requests a week's thought. His reach the billion dollar level." affirmative answer put him into the radio rep business by June 2. He still has the two Balaban stations Eastman's projection is not a wild guess; it is based among his on 21 years of experience in both network and spot total of 43, but WNEW last spring an- radio sales. He got his start in network. nounced it would represent itself directly to national advertisers. Three months after joining NBC as a page, he took Robert Eastman is obviously a man cvho loves his an announcers' audition; but the network gave him a work. A combination of imagination and hard work title -assistant eastern local program manager -and a has made radio work for him. He is constantly look- salary -$25 a week. Eastman took both, turning down ing for better ways to sell the medium. His most an offer to sing for $90 a week. recent contribution is a radio presentation he plans to In 1910, NBC Spot Sales tapped him a for selling show to decision- makers in agency and client ranks. job. He stayed one year and then, still with NBC, He thinks now is the time to break it -with long range become the only local salesman for WEAF and WIZ goals in mind. "It is significant." says Eastman, "that New York, flagship stations of the Red and Blue there is now a growing awareness among agencies and uetcot ks. advertisers that they have been missing something in .11íC Spot Sales was formed the following year, and spot radio; they have not understood its basic appeal Lastnaii left NBC to join its sales force. and how to use it." But they want to understand and Ili% long term assn( iatiim with national spot radio use it, he says. and hopes that his radio presentation continued the following year. when Eastman joined will be as much an educational force as a selling John Blair & C u. He had risen to executive vice implement.

12 U. S. RADIO /August 1961

www.americanradiohistory.com C«Ic13 ur « U. S. RADIO uig

AUGUST 1961 SON 12.95 Cory Coffee

yours for only $. wen

OODS Radio's

billion Swatch to radio is move of Lester Wolff, 1, whose Co- Ordinated Marketing Agency, N.Y., is moving most of its $8 million food billings to radio from papers. question At r, Harry Taxon, g.m., Daitch- Shopwell.

How can radio get a bigger Food is the Number One retail business in share of food advertising budgets? America. It boomed right on through reces- sion- ridden 1960 to an all time peak of about Some professionals in the field $76 billion in total consumer spending, which give their answer. should pass the $78 billion nark by this year's end and push right on up to a staggering $105 billion by 1970. And food is both a joy and concern to radio. The joy arises from the fact that national and regional food advertising tops all other product categories in radio investments. The concern stems from the awareness that it still is not enough. Of an estimated $500 million spent annually by national and regional food advertisers, television gets about half, newspapers about a quarter, while radio and magazines share the remaining quarter -with radio getting the smaller wedge. It is a situation that puzzles not only the radio industry, but many knowledgeable persons in the food business. Why, they ask. is radio's economy and proven reach not being put to better use by many food advertisers?

U. S. RADIO /August 1961 13

www.americanradiohistory.com The fault is partly radio's for too often concentrating its pitches at the national advertiser level before first selling itself to the local food retailers. The rest of the blame rests with the advertisers who too often are torn between an "an- cestor worship" of newsprint or a BOTH PRODUCTS AND STORES complete surrender to the blandish- ments of television. ARE TURNING TO RADIO At any event, two recent developments hopefully point to a better future for radio in the food advertising field: In New York City, an agency specializing in both supermarkets and in packaged food products and which for its 17 years has put most billing in newspapers, is now switch- ing the major share of its $8 million billings to radio. In New Haven, a research insti- tute turned up the rather astonishing fact that children and teenagers (although they are the chief consumers of the heavily tv- promoted breakfast cereals) show practically no awareness of cereals' value for health -an indication that television may be a little stronger in glamour for Paul S. IVillis, r, president of Grocery Manufacturers of America, foresees U. S. the advertiser than in communica- food business of $105 million in 1970. IVith him is Carl Shaver, president, Inter- tion to the public. he discucses upcoming food fair. national Supermarkets, with whom international The New York shop that is leading nine of its food product and supermarket chain clients into radio is the Co- Ordinated Marketing Agency, Inc., of 575 Lexington Ave. (See first page of this report.) The move is by no means a haphazard one; it is based on the "Talk personalities," both successful results of a series of radio local and network, are tests conducted last summer by the used by many products in agency in New Jersey, New York their radio efforts. Here and Connecticut markets. Safeway Richard Heyde, r, brand Stores, one of the agency's super manager Nestle for market chain clients, reports a 20% Decaf, talks food retailing increase in sales volume since it has with CBS Radio star gone into radio. Carry .Moore. The other Co- Ordinated Market- ing food clients who are about to join Safeway in saturation radio along the East coast are Dugan Brothers Bakers, Daitch- Shopwell supermarkets, Dorman Endicot cheese, Treat potato chips, Ehlers coffee, Aunt Millie's sauces, Joyva Food Corp. and Frcnch-intport lion Bel cheese. Behind the switch to radio is the conviction (and the proof) that image -stressing is the key to success

14 U. S. RADIO /August 1961

www.americanradiohistory.com in the highly competitive food business. Radio will be used for insti- tutional advertising to build the food product and store images; only the pricing data will be left to the newspapers. "Standing out from the crowd," says Lester L. Wolff, president of RADIO'S FOOD $ POTENTIAL RISES Co- Ordinated Marketing, "is becom- A ing the prime objective of the food WITH FOOD CONSUMPTION industries. Competition is keener SHARPLY than ever at the retail level. As a result, price differentials are less $105 pronounced. One store is cheaper BILLION today, another tomorrow. But there 105 is no significant difference in most cases. "To bring in business today," says Wolff, "a food outlet must rely heavily on its service personality, on the positive attitudes which a patron 95 has towards it. Our tests last summer showed that local radio spots provide the best results for supermarkets." Since supermarkets are the prime outlets for all food products (over 85 60% of all food sales are accounted for at supermarkets), it follows that the advertising medium which best serves the supermarket also serves the food manufacturer most profit- ably. Wolff, who in addition to heading 75 the agency also is consultant to a string of retail food and drug concerns in the New York area doing over $1 billion a year, believes radio will soon become the primary medium for food retailers and for food 65 manufacturers who are building a company image. He points to radio's low cost per contact, its selected (housewife) audience, its frequency and flexibility, and the special advantages it offers retailers and food 55 packagers in using local radio personalities as food salesmen. On the food front, radio has ac- quired a valuable ally in Wolff and 541.5 his Co- Ordinated Marketing Agency. BILLION His merchandising staff of nine men under Manager Nat Argento all are 45 out of the retail food industry. Ar- '70 '50 '55 '59 '60 '61 '85 gento himself is a former food store manager. Retail dollars spent on food in the U.S. are expected to more than double in In addition to heading the agency, the two decades between 1950 and 1970, Grocery Alfgrs. of America analyses Wolff, who was once a newspaper- show. Now $78 billion, sales might peak a-t $105 billion in nine years. man, vaudeville entertainer and a camouflage expert during World War II, is executive director of the

15 U. S. RADIO /August 1961

www.americanradiohistory.com 5,000 -member New York Conference teenagers' attitudes concerning their ble awareness of their value for of Retail Grocers, marketing consul- knowledge of and the value they health. tant to such supermarket chains as place on various foods. When queried on what foods they Associated Food Stores, Pioneer, The study is by the John Slade considered important for "health, Sunrise, Grand Union, Kings, Ein- Ely Center for Health Education strength and mental ability," teen- horn's, Fairmont, Kollners, Dilbert Research, Inc., a non -profit and non- agers showed only fractional aware- Brothers, Daitch -Shopwell, as well as partisan organization which con- ness of cereals, while children consultant to N.Y. State Food Mer- ducts research into the public's prac- showed virtually none. Categories chants Assoc., N.Y. State Pharma- tices and attitudes regarding health. such as meats, milk and vegetables ceutical Assoc., NBC and CBS. Associated with the Ely Center is accumulated heavy response. Commercial copy now in the Better Broadcast Bureau, Inc., of At present, the Better Broadcast works for the various Co- Ordinated New York, which is able to direct Bureau has placed the findings in Marketing clients is soft sell, aimed some of the organization's findings, the hands of a major food advertiser at boosting store traffic and making especially in the mass- consumed food together with a proposal on how both products and stores attractive and drug areas, to the top echelon of radio can become an integral part of to listening housewives. Both ets American corporations and adver- the total advertising strategy and and live copy will be used, and an- tisers. help establish the necessary aware- nouncements range in length from In this latest study, the Ely Center ness. 10 seconds to minutes. They will found that the mass media approach "Many major food advertisers are run weekends as well as week days of many of the country's largest food learning that the glamour of tv pro- with probable heavying up on companies apparently is not doing graming, the eye -appeal of a print Thursdays and Fridays for end -of- the intended job, despite the lavish color spread can be matched by the the -week shopping. expenditure of ad funds on highly productivity of a well- conceived, The suspicion that money can't expensive media. In such heavily comprehensive radio campaign," says buy everything when it comes to tv- promoted items as cereals, the Clifford J. Barborka, Jr., president food advertising was raised by the largest group of consumers- child- of BBB. New Haven study of children's and ren and teenagers -recorded negligi- Continued on page 48

RADIO AND CCA MOVE CARLOADS OF FOOD

ABOUT 175 local groceries across the country along with scores of national food manufacturers have experienced dramatic proof of radio's potency as a food- seller during the past six years of an advertising -merchandising campaign called Community Club Awards. One 13 -week campaign last fall, for example, on WGBS Miami, heaped up a "proof-of- purchase" pile that included: 72,897 Wise potato chip bags, 1,051,468 Coca -Cola bottle caps, 20,081 Orange Blossom fruit juice con- tainers, 71,232 \'elda Dairies milk cartons, and $3,347,837 in Food Fair supermarket cash register tapes. Another CCA campaign last April on KMHL Marshall, Minn., resulted in an impressive mountain of "golden garbage" worth S7,961,590 before it became garbage. included over 50,000 Pepsi -Cola bottle caps and 10.000 Continued on page 48 !'roofof.purc /mar test shows Williamsport, Pa., clubwomen checking Into of grocery tapes and empties to II'll'P.I in competing for Community Club Awards.

16 U. S. RADIO /August 1951

www.americanradiohistory.com da RADIO

EDITORIALIZING

U. S. RADIO study shows striking contrast with NAB survey of 1958 on how, and how OM TMS.JUR EDITORIALIZING Fan! 'Po S'E lAroe M:aa vv.* Gt,an,.pLMa tvm vN.ra many, radio stations are now editorializing. a..as,rom 're vatic nlea.,

THE editors of u.s. RADIO have just completed what looks like a most significant sampling of radio station editorializing. Three years ago, at the 1958 Fall Conferences, the NAB asked stations to fill out a questionnaire indicating if they were editorializing regularly. PART I OF A There were 46 replies in the affirmative, and of these stations by TWO -PART far the greatest majority had been editorializing for more than a year. FEATURE ON Recently, with the cooperation of leading station representative RADIO'S PUBLIC firms, u.s. RADIO queried a sample of comparable size (62 stations) and found that 65% had begun editorializing since 1958. SERVICE IN In other words, there seems to be a rapid step -up in the rate at 1961 which stations are undertaking editorializing responsibilities -a fact which should encourage both the NAB and the FCC, which have long urged this development. Of the 62 stations in the u.s. RADIO sample (see box on page 20) 30 indicated that they were now editorializing regularly, 32 occasionally.

U. S. RADIO /August 1961 17

www.americanradiohistory.com Time are 21 who say they began dalism (\V\VDC \Vashington) , a of editorials on a number of stations editorializing in either 1960 or 1961. local bond issue for Houston including \YMCA New York and But such statistics, however com- (KNUZ Houston) , Criminal Court \VJTN Jamestown, N.Y. Commu- forting, do not begin to measure the relocation (\VBBM Chicago) , police nism was discussed on \VDOK Cle- vitality of the editorializing move- and weapons ( \VKRC Cincinnati) , veland and KQBY San Francisco as ment. the Manhattan power failure (WCBS well as on many more. Responses to a u.s. RADIO question New York) , the reorganization of the Among more general subjects, on the subjects of "your last three city's government (KQBY San Fran- broadcasting's equal time contro- editorials" brought an astonishing cisco) . versy got editorial treatment on variety of answers, ranging across State and regional problems which KCBS San Francisco and on \V\VDC such a broad scope as: behavior of command broadcaster attention in- Washington, among others. \VDSU Americans in Mexico, volcano erup- cluded such diverse subjects as State New Orleans discussed violence on tion in Hawaii, whether beer should Commission for Albany Rehabilita- tv, and \VKRC Cincinnati spoke be sold in grocery stores, the first tion (\VTRY Albany -Schenectady- against pacifists. \VPBC Minneap- olis took up the Berlin issue. Typical of the diversity of ap- proaches which even stations relatively new at editorializing are now using is the report from \VSPD Most radio editorials concern local issues Toledo. \VSPD began its editorials on Jan- uary 2, running them once weekly Local or state politics and issues 23 for the first six months of the year, Local civic issues and stepping up its schedule to five 21 weekly on July 3. Federal government, politics and policies 17 Its last three editorial subjects have been (1) The need for indus- Traffic, driving, parking, automotive safety 15 trial development of the Greater To- Young people, education, schools 12 ledo Area; (2) controversy between a State legislator and a Toledo hos- Health 11 pital over an addition to the hospital; (3) the need for better candi- Recreation 11 dates to file in the upcoming City Business conditions, issues 9 Council election. \VSPD's Managing Director Reg- International subjects, issues 8 gie Martin writes: "We regard our Ethics editorializing as one of the finest 5 moves we have ever made. Public Farming 4 reaction has been enthusiastically and overwhelmingly favorable." According to replies sent to U.S. RADIO in a recent questionnaire, 49% of current Among the editorializing veterans, radio editorials are concerned with local issues, and 16% with regional and state \VJAG Norfolk, Nebraska believes problems. An analysis of 136 editorials picked at random showed this breakdown. it may have broadcast the first radio editorials on the air in 1922, and after 39 years is still going strong. Its most recent editorials included these subjects: (1) freedom isn't

free (4th of July) ; (2) the pros and space shot, putting "vacant store Troy) , unemployment (KMOX St. cons of the 23rd amendment: (3) windows to work," federal aid to Louis) , the Indiana legislature don't condemn broadcasting for the education, and the depressed look of (WXL \V Indianapolis) , an amend- personal shortcomings of a few en- clown -town areas. ment to the Texas Constitution tertainers. A breakdown of subjects showed (KONG San Antonio) and narcotics As to editorializing results. \VT\IN that roughly 49% were concerned laws (KTLN Denver) . Columbus reports that a single edi- with local issues, 16% with regional Ou the national scene, four sta- torial which ran five times on one or state issues, and 35" with nation- tions sent in editorials on the recent clay only, and branded the Tractors al issues. Tractors for Freedom movement for Prisoners deal as "blackmail." Local subjects on which broad- (KRAK Sacramento, \VICC Fair- drew 10,015 letters from listeners. casters took editorial sides incluted field, \VOM San Antonio and Some broadcasters such as Dick such topics as: the I.ake Washing- KRUX Phoenix) . Gilbert, KYND Tempe, Ariz.. have ton Bridge (KO1. Seattle) , city 7011 - The post -war relationship between a record of editorializing which goes ing (KY \V Cleveland), school van- Germany and Israel was the subject back many years and covers many

18 U. S. RADIO/August 1961

www.americanradiohistory.com stations. Gilbert claims such experience at WHN New York (now WMGM), KTYL Mesa (now KBUZ), and KPOK Scottsdale, Ariz. Typical of stations which have recently joined the rush to editorializing are WSVA Harrison, Va., and WFBM Indianapolis, who have re- A few of the many ported to U.S. RADIO that their editorial schedules were beginning in broadcasters who August. At a majority of stations, editorials editorialize regularly are delivered in person by the station manager or owner. But this is by no means a universal custom. WPBC Minneapolis, for example, says that its efforts "have taken many forms." For a year and Simon Goldman, IVJTN a half WPBC had a full time com- Jamestown, N.Y. mentator whose sole function was to write three or four editorials a day on "any and all pertinent issues." In addition, station President Wil- liam V. Stewart has been on the air for 10 years with a 1 to 1:30 p.m. Scrapbook program in which he has broadcast editorial opinions. The station news editor, Bob Bradley, also editorializes "as the interest de- mands" on specific local, national or international issues. And Mrs. Beck Ann Stewart presents in One Wom- an's Viewpoint a series of one -minute statements on her own views. WPBC also broadcasts via telephone recording opinions of listeners, and many stations go out of their way to present opposing viewpoints to those of station management. One such example of this was the R. Peter Straus, IVMCA Manny Slater, KRAK recent appearance on WBBM Chi- New York City Stockton, Cal. cago of Mrs. Margaret Mahoney, Literally hundreds of thoughtful and representing the United Property responsible radio station operators Group, to answer an editorial by are now editorializing on a regular General Manager E. H. Shomo on a basis. Shown here are four who were proposed Garfield Park site. All selected only to illustrate that radia CBS -owned stations make a policy editorializing is vigorously pursued at of encouraging on- the -air rebuttal the top management level in both for their editorials. large and small cities, and by both The fact that alert radio station network and independent stations. managements are not hesitating to Some stations have been editorializing take vigorous editorial sides in bit- since the early 1920s. ter community battles was born out by an incident last month in Miami. WAME seized on the firing of City Manager Melvin Reese, as an example of City Commission efficiency, and blasted the commissioners with 10 editorials a day, calling them guilty of "political railroading" and "power politics of the worst sort." C. H. Shomo, ¡VBBM Chicago

U. S. RADIO /August 1961 19

www.americanradiohistory.com Intelestingl) enough, a Miami tv Among radio broadcasters noted a storm of both praise and hostile outlet, \VTVJ also carried editorials for the vigor of their editorial views, comment in the last presidential on the Commission fight but, accord- few have received such nationwide election when it came out editorially ing to the Miami News, " WA? ÍE publicity as Peter Straus, president for John F. Kennedy. took a stand on the Reese issue so of MICA New York, who is pur- Such incidents, unthinkable as firm that \VTVJ's much acclaimed suing the same active editorializing short a time ago as 1946, are dra- editorials sounded like tentative policy instituted by his father, matic episodes in a movement which, whispers in comparison." Nathan Straus. WMCA provoked according to reports received by u.s.

A SAMPLE OF U.S. RADIO STATIONS WHICH ARE NOW

Recently, when U.S. RADIO with the help of leading station representative firms sampled a cross - section of stations on the subject of editorializing, it found that more than half had begun to air

CALL LETTERS & CITY REGULAR OCCASIONAL YEAR BEGUN

KENS San Antonio, Texas 1959 KFOR Lincoln, Neb. 1960 KFYO Lubbock, Texas 1959 KGMB Honolulu, Hawaii 1961 KGMC Denver, Colo. 1958 KCMI Bellingham, Wash. KMO Tacoma, Wash. KNGS Hanford, Calif. 1958 KNUZ Houston, Texas KOL Seattle, Wash. 1956 KONO San Antonio, Texas 1957 KOTE Fergus Falls, Minn. 1959 KRVN Lexington, Neb. 1951 KTUC Tucson, Ariz. 1961 KVFD Ft. Dodge, Iowa 1955 KVEC San Luis Obispo, Calif. 1960 KVWO Cheyenne, ¡Vyo. 1960 KWNO Winona, Minn. 1961 KXO El Centro, Calif. 1956 KXXX Colby, Kan. KYND Tempe, Ariz. 1961 WACO ¡Vaco, Texas 1956 WADK Newport, R.I. 1956 WAZL Hazelton, Pa. 1960 WBOF Virginia Beach, Va. 1956 WCAO Baltimore, ,\Id. 1960 WCAW Charleston, fl'. Va. 1961 WCHS Charleston, W. ¡'a. 1960 WCSC Charleston, S.C. 1959 WDAE Tampa, Fla. 1958 WDRC Hartford, Conn. 1961

20 U. S. RADIO /August 1961

www.americanradiohistory.com RADIO, is gaining power, momentum,, responsible industry leaders: "We "1 am grateful for their demise, depth, courage, and supporters every are approaching a new epoch in for they caused far too many valua- day. American broadcasting. The days ble communications outlets to muz- Pennsylvania Gov. David L. Law- when a radio station was supposed zle themselves and drown in the rence. speaking last month at a festi- to keep its hands off community af- clatter of musical fads and gimmicks. val held by station WBCB, Levit- fairs and maintain a discreet silence The radio station of today has town, Pa., voiced the opinion about on controversial issues are passing awakened to new responsibilities. It editorializing which is held by most from the scene. has a new sense of direction."

EDITORIALIZING SHOWS THAT MANY BEGAN IN '60 -'61 editorials in the past two years. This partial list of stations -with starting dates -shows the growing movement which has FCC, NAB backing. Frequency is shown.

CALL LETTERS & CITY REGULAR OCCASIONAL YEAR BEGUN

WDOK Cleveland, O. 1957 WEAQ Eau Claire, Wis. 1960 WEMP Milwaukee, ¡Vis. 1960 WFDF Flint, Mich. 1960 WFYI Mineola, N.Y. WCHQ Saugerties, N.Y. WHIM Providence, R.I. 1960 WHIT New Bern, N.C. 1961 WIKY Evansville, Ind. 1960 WITH Baltimore, Md. 1959 WIZZ Streator, Ill. 1958 WJAG Norfolk, Neb. 1922 WKAN Kankakee, Ill. 1960 WKRC Cincinnati, O. 1958 WKST New Castle, Pa. 1961 WLAC Nashville, Tenn. 1946 WLOS Asheville, N.C. 1961 WLSM Louisville, Miss. 1960 WMAL Washington, D.C. 1960 WMAX Grand Rapids, Mich. 1953 WOCB Cape Cod, Mass. 1958 WOOD Grand Rapids, Mich. 1961 WPBC Minneapolis, Minn. 1959 WRRR Rockford, Ill. 1956 WSOC Charlotte, N.C. 1961 WSPD Toledo, O. 1961 WTCM Traverse City, thick. 1959 WTVN Columbus, O. 1961 WVAM Altoona, Pa. 1959 WVIP Mt. Kisco, N.Y. 1957 WWIL Ft. Lauderdale, Fla.

U. S. RADIO /August 1961 21

www.americanradiohistory.com WHAT JOE CULLIGAN THINKS OF RADIO TODAY

A profile of the man who, after 10 years in tv, made network radio an exciting advertising medium; what agency man Culligan sees in radio's future

IF you accept the opinion of a man's business friends who know him well, Matthew Joseph Culligan is perhaps the closest a man can come to being a broadcasting legend. It's not unusual for entertainers to wear legendary garb in the eyes of their audiences; it's something else again when a behind- the -scenes man can achieve this rapport with his business associates. A close friend has called Culligan the most magnetic man in the business." Perhaps it was this personal magnetism that drew Marion Harper Jr., president of Interpublic to offer Culligan jobs, as Harper publicly stated, "over several years." Culligan and Harper finally got together in April 1960 when Joe's contract as executive vice president of the NBC Radio network expired. He left that post to become a director and general corporate executive for

Interpublic (the parent company of a\ IcCann-Erickson Inc., New York) .

22 U. S. RADIO /August 1961

www.americanradiohistory.com 1

www.americanradiohistory.com What has made Joe Culligan the kind of man who is worthy of this persistent bidding? One of Joe's closest associates in the NBC days has said that Joe Cul- ligan has three assets that make him a great executive. "First, Joe has amazing energy. He never let anything stand still in his life. Second, he has a phenomenal ability to sell and administer. Third, and perhaps most important, Joe has an infinite capacity for getting along with others." Robert Sarnoff, president of the National Broadcasting Co., was im- pressed with the Culligan touch, too, in 1956 when he asked him to take the -NBC radio helm and steer in a new direction. Culligan had already been with NBC since 1950, but had put all of his boundless energy into promotion and sales management for the television network. His first job at the network demonstrated his ability to take a loser and make it win. He was hired as a specialist for Today, an NBC property that had the potential of a great show, but was collapsing financially. Culligan, the master promoter and salesman, rest) led the sales approach has The Culligan at home prefer out -of -doors life, here perch atop the family's into a format that been successful for 10 years. jungle gym. From left to right arc: Joe, his daughter Eileen, son Kerry, daugh- more than ters Carolyn and Susan, and his wife, Doris, an accomplished equestrienne. With Today back on its feet, the network decided to try the saute format for late evening and put Culli- gan to work on the Tonight show. Culligan's next job was to develop a variation of these techniques for the day -time Home show starring Arlene Francis. His success as a sales and promotion expert for these programs led NBC to install him as national sales manager for the NBC television network, and eventually, vice president for sales, NBC television. By 195G, then, Joe Culligan had risen to a post of high conlnlan(l in television, the most glamorous medium in America. Television network billings in that year reached $367 million: network radio hit a low of S-15 million. Whn, then. in the face of television's prosperity and glanunu. did a (:nlbgan introduced pnu.gianii lihe Life and the World, which combined maga- man like Joe Culligan move to net - zine-radio journalism, to pep up .VflC Radio in 1957. 1Ir discusses il here with Andrew lieu. /sill, Time Inc. bd. (leun. and Robert %arnof/. NBC bd. damn. Continued on page 43

24 U. S. RADIO /August 1961

www.americanradiohistory.com Radio's destiny: creative consideration not ratings

Cliff Barborka of Better Broadcast Bureau outlines what's wrong with radio's numbers game

By Clifford J. Barborka RADIO's fight to free itself from the present strait jacket in national billings has to be based on one under- lying premise. Radio must be creatively considered and not overly re- searched. C. F. Kettering, the genius of General Motors and one of the most imaginative industrialists of our time, stated it clearly when he said: "All research is simply finding out what's wrong with a thing, then fixing it." Radio's battle to move its national sales curve from the horiiontal to the vertical has not been because of an in- herent weakness in the medium's selling strength. But radio has allowed other media to do the complete selling job, while it concerns itself with half the sales effort. There are basically two halves to the selling task of any medium.

Oue of radio's most vocal proponents and hardest hitting salesmen is Cliff Barborka, who two months ago formed the new Better Broadcast Bureau in New York after nine years as a radio sales executive with the John Blair station representation firm. His most recent post there: v.p. for creative and marketing services. He's worked for Lever's Pepsodent division, as a sales consultant for the B. F. Bills Co., Northwestern University instruc- tor in salesmanship and as an account executive at NBC Spot Sales in Chicago.

www.americanradiohistory.com WHAT RATINGS WHAT RATINGS CAN DO CAN'T DO They provide a measure of how effec- Numbers are not a substitute for pro- tive a station is, programing in various graming or selling. time periods and whether a personality is They will not help establish community doing the intended job. identification. They will not establish listener and ad- They can provide a barometer for the vertiser loyalty. rise and fall of certain program types by They will not help create the necessary indicating trends of acceptance. station sound image that influences and produces sales at the retail counter. They can set up warning signs for sales They are not a substitute for image - problems. building promotion.

The first and most important con- cognizant of this. Leaders of these community identification and they sists of creating excitement and services would be the first to agree - will not help create the necessary strong interest for the medium the use of ratings has been misdi- station sound image that influences through the development of an idea. rected. and produces sales at the retail The second half concerns itself It is interesting to observe that in counter. Numbers will not establish with the justification of that origi- its numbers dilemma, radio bears listener and advertiser loyalty, that nal idea by analyzing cost, reach, one of its very few similarities to tv. great intangible that creates aware- frequency and other chiefly numeri- Let's set up a compact balance ness and moves people to buy. cal evaluations. sheet: The assets and liabilities of The true value of national spot What radio must do- because its numbers. radio advertising lies in its consider- major media competitors are doing Numbers have a most important ation as a medium of communica- it or having it done for them by place in radio management. And by tion -its ability to reach people, its agencies -is to create dramatic inter- this we mean both sales and pro- ability to influence and to produce est for a campaign through "sound" graming. Numbers provide a meas- impressions. selling copy, a marketing plan tak- ure of how effectively a station is The future of radio is unlimited. ing into consideration radio's ability programing in various time periods The movement of spot billings be- to sell a specific product and a me- and /or whether a particular person- yond its present level of $190 million dia plan designed to reach the ad- ality is doing the intended job. -to $300 million or $500 million - vertiser's prime purchasers. Numbers can provide an impor- can be achieved. But only by putting Radio for too long has been sell- tant barometer for the rise and fall the horse in front of the cart. Re- ing itself solely on the basis of num- of certain types of programing by search or numbers should be used in bers. indicating trends of acceptance. This support of the basic sales argument, Alone among major media, radio type of program forecasting is an but it should not be substituted for has substituted the system for the invaluable tool in any alert opera- imaginative, aggressive selling of purpose. tion. radio values. Much like the science fiction Numbers can also set tip warning What can be done to bring about stories of the runaway automatic signs for sales problems ahead in these changes as the medium digs in brain that suddenly exercises suze- certain time periods and segments. for the challenge of the future? rainty (sovereignty) over its opera- However, numbers are not a sub- For one thing, our Canadian tors, radio is all too often in the stitute for programing or selling. broadcast brothers have a much position where the numbers or rat- Numbers do not communicate in- more precise definition of spot ra- ings system- originally intended as formation, entertainment, service, dio. They call it selective radio. a management tool and guide -has music, or commercials to listeners. National spot radio should be become more important than what Numbers are also not a substitute looked upon as a dynamic, local force the medium stands for and conveys. for image- building promotion. that can be selectively purchased by The rating services themselves arc Numbers will not help establish national clients according to desired

26 U. S. RADIO /August 1961

www.americanradiohistory.com geographic location, marketing and dia sellers. Sometimes, instead of standing on one leg. promotion objectives. programing, it's a commercial with It fights hard for the national dol- It is, in essence, the national pin- a special humorous twist or new ani- lar, but it does it primarily through point on the marketing director's mation technique. In either case, "numbers" selling, abdicating half map. the ideas command attention; im- of the total media selling job. Radio is the only mass medium agination is allowed to expand. If agencies won't create the excite- that comes closest to being all things The cost -per- thousand, reach, im- ment for the medium, then let the to all advertisers -its great value is pressions are then checked merely medium create the excitement for its ability to target the broad range to justify whether the program or the agencies. of consumers - the many different the spot campaign is practical or National spot radio is selling a publics that make up the American not. penetrating, local medium that in- complex. Again, the idea came first. trudes on and pervades the market place. It is one of the basic aids to From a national advertiser's point In newspapers, we've recently seen view, to a selective the missionary salesmen concerned of this adds up a case where dramatic use of pic- with the point -of- purchase sale of medium -selective radio. tures, headlines and dominant space the great mass consumed items. Here's what national spot can do placed a major oil company's total But radio must make its own op- to free itself from the status quo: budget in this print medium. 1. It must assume the creative portunity. What came first? The spectacular initiative. Spot radio can be either major or strategy for employment of news- depend- 2. It must evaluate the marketing minor advertising strategy, papers in this dramatic way? Or the ing on the company, product and problems of advertisers in the numbers? light of radio's ability to aid in advertising goals. solving these problems. But radio, alone among its com- If given creative consideration, it has been to sell itself 3. These marketing objectives petitors, trying can force a marketing explosion. must be related to a media plan that suggests the frequency, geographic areas and time periods. 4. Radio copy plans can be developed that are consistent and in harmony with the total advertising objective. 5. Tailor-made plans must be evolved to stimulate and excite advertisers and agencies over the use of the sound medium. Alert spot radio selling capitalizes on all areas of knowledge and ex- periences. Radio must key this knowledge and experience to the needs of individual advertisers. Radio has concerned itself for too long with its own problem rather than the advertiser's problem. The medium no longer needs time selling, it needs idea selling. What happens when an art director creates a rich four-color design for an ad or a dramatic gatefold cover? The idea stimulates and excites. The major part of the budget now has to New gloss on radio's creativity is provided by BBB portable sales tool, a new be in magazines. the The people in presentation in which company executives make maximum use of sound to sell charge of the "numbers" are then radio concepts. BBB Pres. Clig Barborka I checks device with Esther Rauch, v.p. called in to see if the buy is in the broad area of practicability. The idea comes first and then the numerical justification. In tv, a special variety or dramatic show is called to the client's attention either by the agency or the me-

U. S. RADIO/August 1961 27

www.americanradiohistory.com Late last month, a distinguished media man in agency circles and a respected one in Chicago, specifically, was asked to address the Quality Radio Group on radio matters of mutual concern. He is Blair Vedder Jr., vice president and media director of Needham, Louis dr Brorby. Some extracts from his thoughtful appraisal are reprinted here.

VEDDER'S "assignment" was to give impressions about "what may be wrong with radio today" and what areas he feels could perhaps be improved. He sees radio's crucial issues centering in four areas: 1. The technical problem of selling and scheduling commercial time in radio; 2. The manner in which radio is measured today; 3. The attitude of station owners and managers toward their medium; 4. The stature of present radio MEDIA MAN ASKS programing and its potential. He develops his thinking along each of these major areas, "attempt- ing to outline the main problems in SHARPENING OF FOUR each and to suggest at least one possible solution." 1. Scheduling time: "The rate RADIO PRONGS structures of many stations are far too complex, which makes every minor change in a schedule a major and Blair Jr., v.p. of job for agency clerical people Vedder and media director buyers to unravel and reconcile so that what we pay you agrees with Needham, Louis & Brorby, Chicago, tries to clarify what you say we owe you." He asks for rate simplification. so radio's problems before station group chat "a minor shift in a commercial's position will not cause a complete revamping of schedule costs." and suggests also that it might be possible "to greatly reduce or completely eliminate some of the so- called flexi- bilities in the rate structure."

U. S. RADIO/August 1961

www.americanradiohistory.com He also thinks "there is great to do with tv than with skywriting. rise iu audience popularity of sta- danger that the affidavit system of- Radio has become the step -child of tions programing the top 40 tunes fering proof of performance is fast tv, and the common ownership of to the virtual exclusion of everything losing acceptance," because stations tv and radio stations may be making else. What disturbs us is not that are "too casual." He suggests con- it much more difficult for radio to such programing appeals to a sub- sideration for "establishment of an overcome this complex. Radio has stantial part of the listening audi- industry -wide service to audit, cost and can still persuade peoples' ideas ence but that one success with this to be shared by stations, representa- and attitudes in a way unique to type of programing has immediately tives, agencies and possibly clients, itself." led to two, three or a half-dozen imi- each paying in relation to his ex- What can radio still do? Vedder tators in the same market to the penditures in or income from the gives some answers: "It has the abil- same format, each with a bigger echo medium." ity to create a memorable image chamber, louder sirens, intrusive, un- Vedder, referring to barter radio, through words alone; it can transmit intelligible and- sometimes -insult- called it "a surprisingly prevalent an idea in an intimate, personal way, ing announcers. practice in your industry which relying on the listener's imagination "Such programing has a place on should not be permitted to continue to create his own picture, and this the dial but it should not be all over in its present form. Can any of you picture can often be more powerful your dial." tell me," he asked, "why an adver- than one actually seen." In his view, "there is a real need tiser who shows his confidence in He credits Mike Nichols and for experimentation in what could radio and in a station by buying Elaine May, Bob Newhart, Bob and be called listener programing. The time at the full rate should be dis- Ray and Stan Freberg as "masters of presentation of new, distinctive, ver- criminated against in favor of a the image picture," and cited "im- bal techniques in drama, comedy, sharpie who would use agery through words alone" as being only the satire, discussion, is so rare I'm not medium if he was given the time used successfully by such advertisers aware of it." and the transmitter was thrown in to as Spry, Ac'cent, Chun King. "No And this programing, he suggests, boot? There is a shocking break - other medium is able to achieve aired at times when all the down of ethics in such shenanigans." quite the same level of imagery that should be family can hear it. Later, if it suc- 2. Radio measurements: "We be- these examples represent. People it could be switched to the lieve current measurements of radio listened to radio l0 years ago and ceeds, times of radio's "doldrums." \Tedder audiences are inadequate to the na- radio deeply stirred their imagina- also sanctioned the suggestion of ture and dimensions of the radio tions. They still listen, but I wonder Gov. LeRoy Collins, NAB president, u niverse today. 'We are not satisfied if the sounds they hear are quite as who urged broadcasters to take a ith validity of existing measures of stirring, and, consequently, I wonder more active interest in community out -of -home listening, particularly if they listen as well." and to reflect this in their pro- in automobiles." As for programing, Blair Vedder life gram schedules. He urged more research "on the is "disturbed" by three things: "the manner in which people listen, their aparent unwillingness on the part of Says \Tedder: "This means edi- attitudes to radio, the effect of mul- stations to freely experiment with torializing (see 1961 Editorializing, tiple spotting on their perception of new programs and techniques; the page 1 î) . and must be done through a commercial-offering these as some tendency of stations to imitate each qualified, mature commentators: ultimates in audience measurement other; the failure to make people must be fair, factual. complete and and not as a first order of business." listen." candid." 3. and 4. Attitude and program - He says "radio today is largely a And if editorializing is done, says the full par- c g music -news medium. Both music and Vedder, "it will require \'elder charged he "senses a de- news have an important place in ticipation of the station's manage- fensiveness about radio on the part radio. Their appeal is broad, but ment and cannot be left to conti- of station owners and salesmen they are not the only sounds to nuity writers and staff announcers." which is simply not justified. There's which people will listen. And music His conclusion: "I believe radio is too much talk of radio as a supple- does not necessarily create listeners; a tremendously powerful means of mentary medium, primarily to tv." sometimes it does little more than communication with great masses of Radio, he asserts, "is and always fill silence. people, but much remains to be done t as been far more than a tv set with- "We have watched with some con- to develop the potential that is in- out a picture tube and has no more cern and amazement the meteoric herent in it?'

ll. S. RADIO /August 1961 29

www.americanradiohistory.com CAN A SPONSOR BE SILENT AND SELL?

Yes, says Keyes Fibre, which chooses to eliminate all selling commercials on its 14- year -old commentary program

Fourteen 'years ago, on a tiny sta- The program turned out to be a lore of the state of Maine. tion in central Maine, an experi- gold mine in the heart of the Maine The program was an early success. ment was tried that went one step lumber country. It is now New Sen. Margaret Chase Smith in a beyond the soft sell. It was the England's longest running show tribute to Marriner printed in the silent sell. with the same sponsor. Congressional Record this year said The Keyes Fibre Co. of Water- For more than 500 broadcasts, the the show is "undoubtably the most ville, Maine, a manufacturer of program, Little Talks on Common popular local radio program in the paper products, was in the market Things, has yet to broadcast its first state of Maine." for a vehicle that would boost its commercial. The man who delivers Sponsoring a program without status with the local community. the "little talks" is Ernest C. Mar- commercials is not a foolproof meth- The company turned to radio, but riner, a former college professor who od of improving local public rela- added an unusual twist: it decided speaks like Franklin D. Roosevelt. tions, but Keyes found the key by to sponsor a program without com- For 15 minutes every Sunday, Mar- identifying itself with a respected mercials. riner chats about the folk and folk- member of the community. This . was the strategy from the beginning. Recalling the early attempts to garner a sponsor for the program, Carleton D. Brown, president of WTVL Waterville, said, We were convinced that in Ernest Marriner we had found a colorful local personality who could build stature for both a good sponsor and for our station, so we selected Keyes as our best potential. They had the money, and we felt the company management had a good record of community responsibility. "We proposed that the concern undertake a public relations program sponsorship. We knew that Marriner had the capacity of achiev- ing an unusually high degree of be licvability with any audience, particularly a radio audience. We pointed out to Keyes that they could get a franchise on what could be an extremely valuable insurance policy." A local and respected citizen who handles the .show that boosts community Marriner was not a professional interest for Keyes Fibre is Ernest Aarriner (1). He is chatting with two of performer when he began his broad- Afainc's oldest citizens about history of Waterville where show originates. casts in the fall of 1918. In fact. he

30 U. S. RADIO /August 1961

www.americanradiohistory.com Consistency in radio advertising is demonstrated as Ralph H. Cutting (r), president of Keyes Fibre, presents Ernest Marriner with gold record of 500th broadcast. Carleton Brown, pres., IVTIL Waterville, Me., looks on. originally appeared on the program former Colby College dean has haps you will think it a rather in- in response to a plea from Brown, found it unnecessary to do his own delicate subject, but I must tell you his close friend and neighbor. Brown digging for material. about it and ask you to excuse me. A needed a temporary replacement for Listeners send him old letters, corporal in a New York regiment a 15- minute spot on Sunday evening. newspapers, dairies, account books near us, while on picket a few days "It will only be for a few weeks," and maps, keeping him submerged since, was delivered of a child. Per- Brown told Marriner, who was hesi- haps you will think that incredible, in a pool of Maine folklore. tant about going before the micro- but such is a fact. He, or I should phone. "I didn't care what he talked In one broadcast, Marriner told say she, came with the regiment as a about as long as he would talk," about a letter sent to him that was soldier and has been with it since Brown recalls. written by a soldier in the Civil its organization. Her sex has re- Marriner did talk -and hasn't War. Marriner explained that "the mained undiscovered until now, but stopped since. He has talked about greater part of the letter is confined most likely she will now get her dis- everything from Waterville's first to ordinary details of life in the charge." murder to the history of Maine's Civil \Var camps, but what distin- Throughout the 14 years, Keyes narrow gauge railroads. guishes this letter is the writer's sud- has remained quietly in the back- Soon after Marriner took to the den injection of astounding news." ground as a silent partner. In his air, happy listeners swamped the He then quoted from the letter: 500th broadcast in May, Marriner station with letters. The volume of "I will tell you (the writer's cousin) paid tribute to his sponsor. "An im- mail has been so huge that since the of a strange circumstance that hap- portant aspect of this program," he third broadcast, the grey-haired pened here a few days ago. Per- said, "is that it is one of the very

U. S. RADIO /August 1961 31

www.americanradiohistory.com few radio programs in the tcholc built many friends for Keyes," he ducts, including fruit packing ma- nation that has continued for 39 said. terials, egg fiats and egg cartons. weeks each year -and under the Most of \farriner's programs us- The company's domestic sales last same sponsor. ually begin and end with the short year totalled more than $19.5 mil- "Putting and keeping Little Talks announcement that "This program lion. on would have been quite im- is brought to you by your good the air Regional sales offices are scattered possible the of friends, Keyes Fibre Company of without sponsorship over the United States from Boston the the Keyes Fibre company. I am Waterville and Shawmut." From to San Francisco and as far south as sure listeners appreciate that, from time to time, Keyes will use the Jacksonville. Keyes also has licensed the clay these broadcasts started, they show to encourage support of vari- have never been interrupted by ad- ous community fund -raising drives. operations in Canada, England, Ire- vertising. Never once has the com- Besides supporting the Marriner land, Denmark, Norway and Aus- pany sought to control the contents program, Keyes relies heavily on tralia. of the program. I am completely radio to push its consumer line of The company' was founded in free to say anything I please." molded paper plates. Last year, the 1903 in Shawmut, Maine, where it still maintains its ground wood pulp mill. The principal manufacturing plant is located in nearby Waterville. Since the late forties the company I 11191i I 1111 1E1 m l'l ll l II. 11111111 II II III 1 111lnll1a III 111 IIIIIImllll 11 119 Im 101111111111111111111111111119111111111111111111191' has been literally bursting at the seams. Increased sales prompted Why Keyes Fibre sponsors the company to build a plant at Hammond, Ind., to serve the middle a program without commercials west. In 1957, Keyes doubled the capacity of the Hammond plant. Keyes Fibre 14 years ago decided to embark on a radio pro- Meanwhile, the company modern- gram that was designed to foster community respect for the ized its Waterville plant to speed up company. For more than 500 broadcasts it has maintained production. this of and developing policy attracting community interest Keyes is far from finished. Last good will. This is the Keyes Fibre philosophy as explained E. month, the management announced by John S. Parsons, the company's advertising manager: that ground had been broken in Sacramento, Calif., for a multimil- He says: "The program on IVTVL developed from quite a lion dollar pulp molding plant. The diferent point of view than the sale of products. We have new plant will be the largest industrial addition to Sacramento in the never commercialized this program, but have considered it last nine years. as a community relations vehicle . . .IVe have never Keyes expects to open the plant attempted to promote the company's line of products via in the middle of 1962. The factory the program, although we have used the program to en- will manufacture molded paper courage of various community fund- raising drives support products for the food industry, in ... It has unquestionably helped build many friends for eluding plates, pre -packaging meat Keyes . . and produce trays, food service trays. cake circles, apple packs and egg trays. it will serve 11 western states I IIIIII ll nil 11110 111. II0101 IIII 11 1101 he.-, as well as Hawaii and Alaska. The company estimates that about $5 million worth of products will be produced annually for the first few Keyes believes this policy of non - company ran a spot campaign dur- intervention has paid off in better ing the summer in nine major cities years. community relations. This was the throughout the country. fore than five years of planning conrpau ?'s original goal in sponsor. Parsons explained that they have and research backed up the coming the program and Keyes intends found "local radio particularly effec- pany's decision to launch its latest to maintain its policy of no com- tive for warm weather promotions, venture in Sacramento. The man- ntcrcials. when we want to push our molded agement made the choice after an '1 he company's view is explained paper plate and dish line for picnic extensive study of several possible by _John S. Parsons, the advertising and other outdoor uses." west coast locations. manager. "'l'hc program developed Most of the advertising budget is Keyes is a company' on the move. from quite a different point of view allocated to trade magazines because And one reason for its success is its than the sale of products. in fact, we the bulk of Keyes' product sales are desire to maintain friendly relations h:t%e Weser commercialized this pro- made to institutions, supermarkets with its local community, particu- gram in any way but have considered and shippers. larly %with the local labor force. This it as a community. 'elation% %chicle 'The company produces more that' spurs its continuance of a radio pro- throughout. it has unquestionably 300 different varieties of paper program without commercials.

32 U. S. RADIO/August 1961

www.americanradiohistory.com s a 7,-4- r.:i_%_:-_ > - --- i ;1 a.. e-...¡ s i ë',

`TREBLE -PLUS' CLEARS THE AIR It: iti -= COMMERCIAL CLINIC

For the millions of Americans who in terms of their noticeable effect by studio, DeHuff instructed the engi- each weekend hop into their auto- the listener, but the pluses accrueing neers to increase the treble sound mobiles and rumble out to the to an advertiser are far less subtle. during the recording of commercials. mountains seashore, and summer- Two sets of statistics recently re- Cunningham & Walsh first used time is the i season of noise. leased by the Radio Advertising Bu- "treble- plus" last year during a radio This is the premise of an imagina- reau point up the importance of campaign for Watchmakers of Switz- tive new commercial approach being summertime listening. The RAB re- erland. The results were so encourag- taken by Cunningham & Walsh, New ports that the growth of car radios ing that the agency now offers this York, for its clients. Its theory: tripled in the past 11 years, from 14.8 service to all clients planning to use From the moment Mr. and Mrs. million in 1950 to 42.6 trillion this radio in the future. John Doe and all the little Does year. Secondly, RAB says that in De Huff believes Cunningham & crawl into their car, they are sub- terms of millions of adults reached, Walsh is the only agency using the jected to a plethora of road sounds: radio led television last summer by "treble- plus" technique for its radio the steady hum of spinning tires, the 400,000 listeners during a week in announcements. He has already blasts of impatient horns and the July to better than four million in demonstrated the technique for sev- coughs of motors turning over. September. eral sponsors, but is still in the proc- Amid all this extraneous noise, Taking into account the impor- ess of preparing additional tapes to the car radio is struggling to be tance of summer radio, C &W looked give clients a lucid picture of what heard. To counteract the noises, the into the problem of muddled recep- it means in terms of over -the -air average car listener- according to tion of commercials, and thinks it listening. WV philosophy tune his -will has come up with an answer. radio down toward the bass register, De Huff is arranging to purchase eliminating much of the treble pitch. The problem is an old one, but, tapes that will simulate not only When outside sounds interfere with like a leaky faucet, nobody did any- road sounds but also the noises peo- the sound of the radio, the bass pitch thing about it until Tom De Huff ple encounter at the seashore or in is far easier on the ear. decided to test his theories. the mountains. This is fine for listening to back- While riding in his automobile, "The problem of outdoor noises ground music, but when spoken De Huff discovered he invariably in the summer is constant," De Huff commercials are sent out, the an- tuned his car radio to the bass end contends. He says that the same nouncer's voice comes in muddled to achieve a softer tone. He found, principle involved in tuning the car and raspy. The listener loses a por- however, that the spoken word was radio applies also to the places peo- don of the sound. lost in the process. ple visit with their portable sets. For In a season when radio reaches its "I wanted to find out if other peo- example, he said, "the noise of the peak audience-primarily because of ple also did this," De Huff explained, wind and the waves at the beach cut the increase of outdoor listening-a "so I took an informal survey of the into the sound of your radio." fuzzy commercial can be a serious art and production staff here. I asked What happens. however, when deterrent to successful advertising. them to check their car radios to see you're listening at home and the tone This is the theorizing of Tom De where they set the tone." De Huff is not overbalanced toward the bass Huff, director of commercial pro- reported that all said they favored register? De Huff explained that the duction for the agency, who has put the bass register. technique adds more treble, but does into practice his idea about low - "The combination of outside not increase the volume. register tune -in in cars. It's a reveal- noises and the high, scratchy sound "We don't add that much more ing approach for several reasons: (1) of the treble pitch forces the listener treble to make the commercials it indicates the importance of com- to compensate by overloading with sound harsh while listening in the mercial listening by people driving bass tones," he said. home," De Huff said. "We attempt in cars; (2) it makes for better and De Huff came up with a technique to make the commercial message more thorough radio listening; (3) designed to add clarity to the spoken clean and clear, but we don't give it develops a higher quality of pro- word heard in car radios. He calls them a high shrill sound that would duction. Values may be subliminal the technique: "treble- plus." In the make it irritating at home."

U. S. RADIO/August 1961 33

www.americanradiohistory.com 1 A BROADCASTER'S CREED FOR AMERICAN BUSINESS

Frank P. Fogarty's seven -point creed was delivered to the Henry Monsky Lodge of the B'nai B'rith, Omaha, on his acceptance of an Americanism Citation Award from that organization. Only a small group heard the speech, but it aroused tremendous interest among businessmen with the result that Mere- dith Broadcasting Company, of which Mr. Fogarty is executive vice president, was deluged for copies locally. Copies of the full speech can be obtained by writing Meredith WOW, Inc., Oma- ha, of which Mr. Fogarty is vice president and general manager. He is also Chairman of the Board of Radio Advertising Bureau.

We believe that business should earn a We believe that a business should be deep- profit, and that it should wear its profits ly integrated into the community it serves, proudly. Too long have we permitted so that it will know the needs, desires and short -sighted critics to point the finger of 3. problems of that community. 1. shame at profits, as something to be schemed, bargained and taxed out of ex- istence. We believe that a business should accept its full share of responsibility for the things that make a community a better We believe that business should be more place in which to work and live. Concrete- cloquent and evangelistic in explaining and ly, this means that a business should inter- defending the profit system, otherwise est itself in schools, churches, hospitals, known as free enterprise. We have failed parks, museums, settlement houses, health to convince the people that out of profits and welfare organizations, old people's must come the money to make jobs, to pro- homes, and nurseries, among other institu-

mote philanthropy, to support the govern- tions. . . . 2. ment, and to finance the growth of the country. We have erected what we fondly hope are adequate defenses for the physi- We believe that a business should be a cal targets of the Communists, but we have good citizen in the formal or political sense failed to provide for the defense of their of the word. It should of course pay its just ultimate targets, our profit system, our de- share of taxes fully and promptly. Over mocracy and our faith in God. and above that, it should take an interest

34 U. S. RADIO /August 1961

www.americanradiohistory.com in government and encourage its employees, customers and associates to do so. Business should support city planning and 5. foster soundly conceived public works, looking upon them, not as a burden, but as an investment.

We believe that business should sweep broad horizons in its thinking, that business should be accurately informed about and emotionally involved in the problems that confront the United States, both in so- called normal times, such as you and I have seldom experienced in our lives, and 6. also in these days of cold war and hot peace. We believe business should con-

r tribute to the nation its full share of thinking and leadership. We think business ( should speak out more frequently, more clearly, more bravely.

an industry service of We believe that a business should con- tribute to the economic health of its community. It should work vigorously for a U.S. RADIO political climate in which business can prosper, thereby 'broadening the base for 7. taxation, creating jobs and developing opportunity for the young. Business should lay out the welcome mat for other businesses, even though of the same type.

U. S. RADIO /August 1961 35

www.americanradiohistory.com RADIO FOCUS /IDEAS

BEACH BEAUTIES from three states competed in second annual "Beach Ball" of II -OII'O Ft. Wayne. lint., thorned to station's "umbrella" promotion and the "coolest sound around." Other surrnrner ideas: naming the mobile unit the "cooler cruiser," giving 500 -pound chunks of ice as listener prizes.

FLING DAY at a local pork was idea SICK SALES get "treated" by this duo from 11'C.11S Norfolk, I'a.; Roy LaMere (1), of 111.VG Dayton, which pulled big gen. mgr., and George Dail (r), curl. mgr., who visit ailing businesses in station "am- ;rct aftrnrfnnre in the park's history. bulance" to give first -aid radio ideas. Chief surgeon and intern report success.

TRADING STAMP grreoway combined eforts of BEHIND THE BARS is Di Jar Clark of 11. -117. / 01' Pittsburgh and Top Value Enterprises. A t w Haven. Conn.. who :ras "arrested" and ' im- pulled record 161,712 entries in an eight -week prisoned" by gendarmes in a local promotion.

Tr 'nillt°n c!arnbs were dispensed. I.t triter, °ffeze

U. S. RADIO /August 1961 37 www.americanradiohistory.com RADIO FOCUS/ideas and logging procedures closely, going over specific FCC rules with the members of a rescue party and peo- entire staff.

ple who were trapped in an elevator An unusual method of selling for three hours. . . . A telephone dealers on a consumer advertising tip from a local merchant alerted program has been developed by the WEIM Fitchburg to a huge fire R. M. Hollingshead Corp. for its raging in nearby Ayer. 'Within 15 Whiz Automotive Chemical prod- minutes, the station's mobile unit ucts. Whiz is bringing the sales pitch was on the scene. The unit fed four to the dealers via a mobile sales separate broadcasts to the Yankee demonstrator in which the dealers network and four other radio sta- listen to samples of the company's tions in the area. After WEIM went radio advertising and see product ou'i off the air, the mobile unit remained demonstrations. For the first time, at the fire gathering material for Whiz is using local radio on a satu- early morning broadcasts. The sta- ration basis with dealer tie -ins. A tion capped its coverage with a re- total of 12 markets, mostly in eastern port from a helicopter hovering and central Pennsylvania, is being overhead. used by the company. Additional A radical new approach to pro - markets are scheduled for the fall graming-an all -news station broad- and winter. casting 24 hours a day-is being at- Recent success stories: Moore's tempted by a new station in Holly - Furniture Store in Topeka swung wood, X -TRA. To get itself off the a portion of its advertising budget ground, the station launched an ex- to WIBW with the result that the tensive advertising campaign in store equalled in IO days the same newspapers, trade publications, tele- sales it had made in 30 days at simi- vision stations, on billboards and lar time last year. Moore is using with direct mailings to agencies and two 30s and two ids per day with a advertisers. It's still too early to total cost of $217. The results have gauge the results of the campaign. prompted the client to cut his news- ... Muzak celebrated its 25th anni- paper budget in half.. . . Within "I'm King Mike - Ruler of versary this month. Radio broad- hours following the review of a new casters, who double as dispensers of Midas -Land, U.S.A. I've got book on WSB Atlanta, all the book background music to restaurants and stores in the city reported they were the touch on Golden nearly supermarkets, flocked to New York sold out. The hook reviewed was 15 million subjects in my for the company's three -day con- The Tractenberg Speed System of vention. kingdom, who just can't help Basic Mathematics. . . . KDKA has spending over 38 billion dol- Business issued a promotional booklet, de- The recent speech by FCC Chairman scribing a success story for every let- lars a year. You'll see more Newton Miaow urging broadcasters ter of the alphabet.... The Geor- and more of me in months to to assume more responsibility in pro- gia Assn. of Broadcasters enrolled its come. I'll be appearing on all graming and other areas has prompt- 100th radio station -WKIG Glenn - largest mailings, ads, and awards of ed the Kansas Assn. of Radio Broad- ville-to become the fourth casters to issue six checkpoints for state broadcasting association in the WNTA The Golden - Sound station operators. The group recom- country.... Charles C. Hoffman, a of Radio. There's hidden mends that broadcasters: 1) check leading sales and business consult- treasure in Midas -Land, too! their latest license renewal to make ant in Canada, was named president - Ask about our pinpointed sure today's operations conform to of the newly formed Radio Sales Bu- yesterday's renewal application; 2) reau. The Bureau was created to coverage of Northern Jersey, schedule educational and cultural develop new sales techniques for Ca- Connecticut, and Brooklyn. programing: 3) editorialize (The as- nadian stations. For a Golden Opportunity sociation says that it's clear the FCC The first step in effort to make this write: wants stations to assume civic respon- fall "the biggest fall ever" for radio sibilities and this includes editori- was taken by the Radio Advertising als); I) schedule programs about lo- Bureau when it released plans for a WNTA RADIO ( al issues -controversial and other- massive direct trail campaign aimed 32 Green St., Newark 1. N.J. wise; 5) keep a file of letters to and at local advertisers. The RAB has from community leaders and organ prepared a direct mail package for - 970 AM 94.7 FM iiatiu ms, indicating what the station stations that includes: fact sheets, has clone to support local projects sample letters. a mailing format and (This is especially helpful at license suggestions for successful selling renewal time); 6) check technical drives.

38 U. S. RADIO/August 1961

www.americanradiohistory.com This issue

of U. S. RADIO is representative of those to come

If radio

advertising is

important to you

then U. S. RADIO is, too

U. S. RADIO is dedicated to radio. It probes radio problems, checks radio facts, presents the true importance of radio - constructively, forcefully, impressively. It is your window to better use of radio. Its dedication to radio advertising is total and complete. You need U. S. RADIO in your own naine.

U. S. RADIO/August 1961 39 www.americanradiohistory.com RADIO FOCUS /PEOPLE

TIMEBUYER GUEST at KDKA Pittsburgh business lunch in New York was Hope Martinez, BBDO. With lier are Rege Cordic (1), .station "wake -up" personality, and Donald J. Trageser (r), sales ingr., and asst. gen. mgr.

NEW OWNER of K1OA Des Moines (with Gilbert Swan- son) is George Bolas (e). v.p., Tatham-Laird, Cgo. 1Vel- corning him: James C. Dowell. v.p.-gen. mgr., K1OA; (r), K. R. Greenwood, exec. vice prey., Star Broadcasting.

SIGN ER of new representation agreement is Sherry Gordon (r). /nes., Gordon Broad - (oslang, for K(,11í)' .San brandisse. At (1), Idata Voting of N1r ,ep /tent of that name: (1). Charles A. Bluth. v.p. of station group.

TRAVELER is Muriel Rallis, dir. of broadcast media for FII'R&R, l.o.s Angeles, who mon KXA Seattle European trip.

25- YEAR -WATCH guns ta l'art! ¡. Miller (r), mgr. dir., 1111'I'A Wheel- :Irk II'. l'a.. ¡rom William E. Rine. 0(!171. v.p. of Storer Broadcasting.

www.americanradiohistory.com RADIO FOCUS/people Edward Y. Papazian appointed an Detroit office. Parmeleé s appoint- associate media director with BBD ment is in line with the company's &O, New York. . . . Mickey Tren- expansion in Detroit and a move to ner joins Kenyon & Eckhardt, Los larger quarters in the Penobscot Agencies Angeles, as head of the firm's radio - Bldg. . . . William N. Davidson Two changes at Street & Finney, lv and commercial production ac- named vice president of Advertising New York: James R. Cashel moves tivities.... Kevin A. Leonard moves Time Sales, New York, a newly from Benton & Bowles to take over in as a copy writer for Olian and formed company ... John Brennan as research director and John A. Bronner, Inc., Chicago. . . . Leon- promoted to manager of the Minne- Zalud, formerly research director, ard Goldberg joins BBD &O, New apolis office of The Katz Agency. appointed as account executive . . . York, as coordinator of broadcast David H. Sandeberg named San Marshall H. Ward, Jr. joins Geyer, media and planning. Goldberg was Francisco manager of the Weed or- Morey, Madden & Ballard, New administrator of sales and program- ganization. The company also com- York, as an account executive for ing research at NBC- TV.... Rob- pleted its west coast expansion plans Lysol, in the Lehn & Fink Products ert Widholm appointed assistant me- by appointing James C. Gates and Corp. account group at the agency. dia supervisor at Doherty, Clifford, Hank Stanley to Weed's Los Angeles Ward previously was a product man- Steers & Shenfield, Inc., New York. sales staff.... Herb Hahn joins the ager for the Colgate -Palmolive Co. He also continues as broadcast me- Meeker Co., New York, as an ac- ... Lee Hughes, formerly with the dia supervisor.... Gerald Epstein, count executive. Hahn moves over J. Walter Thompson Co., joins formerly with the media research from the sales staff of Forjoe & Co. Doherty, Clifford, Steers & Shenfield, department of Geyer, Morey, Mad- New York, as an account executive den and Ballard, New York, named . . . Garth N. Montgomery rejoins a media analyst at Wade Advertis- Stations the creative services department of ing, Chicago.... Vincent F. Aiello Two new appointments at WONE Kenyon & Eckhardt, New York, elected vice president of Geyer, Mo- Dayton: Charles J. Thornquest after 22 months at Compton Ad- rey, Madden & Ballard, Inc. named national sales director and vertising . . . Ralph Countryman, Frolich, commercial man- formerly of the Cleveland office of Louis G. Representatives of the station A. J. Frano the D'Arcy Advertising Co., joins ager ... of the agency's regional marketing staff Wendell Parmelee appointed sales appointed executive director Hollywood, Ken De for Anheuser -Busch, Inc. in St. manager of Broadcast Time Sales' KHJ Cal.... Louis. Lee Albright takes over as vice -presi dent in charge of creative services at Moss Assoc., New York. In addition, Albright will work directly with several of the agency's clients as an account executive. Albright comes Hire a from BBD &O, where he worked on the du Pont account for several Rolls Royce )ears. . . . William H. Monaghan named an account executive for Harold Cabot & Co., Inc., Boston. Limousine ... Floyd O. Flint, former Seattle For just a trifle higher cost, enjoy manager of the J. Walter Thomp- the luxury of a chauffeur -driven son Co., appointed manager of Ben 1961 Rolls Royce. Special theatre Sackheim's new west coast office. and shopping rates. Airport and The office is located at 1331 Third pier service. Inquire about cor- Ave., Seattle.... john Cameron re- porate and personal charge joins Lennen & Newell, inc., New accounts. York, as a copy supervisor.... Jack F. Keilson takes over as head of the Buckingham Livery l'ardis Advertising new New York 349 E. 76th St., N. Y. C. YU 8-2200 office. Yardis recently purchased $9 per hour. Diners Club honored. Keilson Co., Inc., and decided to retain Keilson as head of the new branch.... John L. Del Mar named assistant vice president in charge of the American Assn. of Advertising Agencies' new central region office in Chicago.... Succeeding Del Mar as assistant vice president at the western region office in San Francis- co is Thomas V. Mahlman, Jr. . . .

U. S. RADIO /August 1961 41

www.americanradiohistory.com RADIO FOCUS/people tor KXOL Fort Worth. ... Wen- dell B. Campbell, managing director of KGBS Los Angeles, and John C. Moler, managing director of WIBG Vaney named managing director of Philadelphia, both elected vice presi- the California Broadcasters Assn. dents of the Storer Broadcasting Co. ...Arnold Smith appointed national Rogert Garett, general manager sales coordinator of WFYI Garden of WBOY Clarksburg W. Va., elect- City, N.Y Thomas R. Bishop ed mayor of the city. named general sales manager of

WSAI Cincinnati . . . Tim Crow appointed director of the newly Networks created department of quality control and program development at Everett H. Erlick elected vice presi- the Rollins Broadcasting-Telecasting dent and general counsel of Ameri- Co.... Robert B. Gordon, former can Broadcasting- Paramount Thea- tres, Inc. Erlick moves comptroller of the Gresh & Kramer over from Advertising Agency, joins the staff of Young & Rubicam, where he was a WIP Philadelphia as business man- vice- president in the radio -tv de- ager ... Alan Henry appointed gen- partment. eral manager of KWK St. Louis. Elmer W. Lower, manager of NBC Reed M. Badgley appointed market- news in Washington, named NBC's ing and sales promotion manager of director of news and public affairs. ... William B. Monroe Jr., news di- WKMH Detroit. . . . Michael P. Mallardi joins Radio Press Interna- rector of WDSU -TV New Orleans tional as assistant to the general and president of the Radio-Tele- vision News Directors Assn., replaces manager. . . . Herman Maxwell Lower as manager of NBC news in GOOD named sales manager of W1WINS New York. Maxwell was formerly direc- Washington.... Jack H. Mann promoted to post of director of ABC tor of sales for WNBC radio. . . . Weston C. Pullen, Jr., a vice presi- Radio Pacific and ABC Radio West. dent of Time Inc., appointed presi- . .. Harry E. Hobbs Jr. appointed dent and a director of Time-Life to position of central division sales NEWS! Broadcast, Inc. Vice presidents and manager for NBC. Hobbs was pre- directors of the company, which will viously eastern sales manager. consolidate all the broadcasting activities of Time Inc., include F. S. 6 out of 10 copies Gilbert, formerly general manager of Industry Time Magazine, and Sig Nickelson, Mike Schaffer, director of promotion of SPONSOR go to formerly president of CBS News. and advertising at WFIL Philadel- . . . Ward M. Cornell appointed phia, elected to the board of direc- BUYERS OF TIME! manager of CFPL London, Canada. tors of the Broadcasters' Promotion Cornell moves up from the post of Assn. . . . Charles A. Sobel joins program manager Monte DeVon Universal Marketing Research, an named manager of KIMA Yakima, affiliate of Alfred Politz Research, Wash. DeVon previously was in the Inc., as a senior project director ... sales department of KIMA -TV... . Charles J. Wade named a vice presi- Earl R. Harper, a sportscaster for dent of the Lanolin Plus Co \VHIH Tidewater, Va., named the Frank Lander appointed vice presi- station's sales manager.... John T. dent for national sales of Teen McLean appointed director of sales America Associates, Inc. Lander development for WDAF Washing- previously was an account executive ton, I). C. McLean was formerly teith Dunnan and Jeffrey, Inc. manager of radio promotion and Dr. L. Curtis Foster elected vice pres- research at \1'DAF Oliver Allen, ident of Zenith Radio Research former program director at WRAP Corporation. Menlo Park, Cal., a Norfolk, moves to WAOK Atlanta subsidiary of Zenith Radio Corp. to take over the position of coordi- ... Herminio Traviesas, vice presi- nating director and production dent of BBD &O, named chairman of manager. Allen also will be produc- the Radio and Television Execu tion manager of the newly formed rives Society's membership commit- .AOK Management Services, Inc. tee for 1961 -62. The Society now ... Dale Drake moves into the post boasts its highest membership in its of national -regional sales manager 21 years with a roster of 1.208.

42 U. S. RADIO /August 1961

www.americanradiohistory.com WHAT JOE CULLIGAN THINKS OF RADIO TODAY "But a second function is specialized entertainment. Music Continued from page 24 provides this in part. But a station that is work radio in its era of decline? career, too, were such Cullinganisms aware of audience preference cannot Primarily, Culligan is never happy as "imagery transfer," (the listener's ignore other types of entertainment. unless he is in the midst of a great capacity to shift the image he receives To do so is to forget the desire of the challenge. "I was happy to take the of a product from television to the listener to hear a program that will job," he recalls. "1 have always had same product advertised on radio) stimulate him intellectually as well an instinct to fight for the under- and "engineered circulation" (the as entertain him. dog." ability of an advertiser to scientif- "The recent emergence of bright Network radio is a superb com- ically reach an audience at various comics and satirists like Elaine Ma% munications system, Culligan once levels of activity). and Mike Nichols, Mort Sahl and said, "but it [natters little if your He still nurtures the dream that Shelley Berman is important for communication isn't sound and clear his "engineered circulation" theme radio because their fare calls for and well thought out." Capitalizing will be picked up by other broad- mental participation by the audi- on network radio's flexibility and on casters and usher in a new day for ence." television's physical inability to pre- radio. "It is the next biggest thing In Culligan's network days, long sent news instantly, Culligan's first for radio," he says, "because radio is before quiz scandals broke or New- step toward restyling network radio the one medium that is scientifically ton \Iinow's "vast wasteland" speech was to introduce the famed News on designed to reach audiences at levels became famous, he was one of the the Hour. of activity. Once a person buys the most vocal advocates of public in-

A former Culligan associate re- advertised product, it can become its terest programing. He personally - marked recently that the toughest worst enemy if it stands unused on directed the creation of Image Rus- job Joe ever had to do was go out the shelf. Radio can remind the con- sia, 40 hours of tapes programed at and sell News on the Hour to the sumer of a product's usefulness, and night in segments. The program was affiliates. "Most of the affiliates had can reach him as he is about to buy." well received by listeners and won an rock -firm commitments at certain on- Culligan's "engineered circula- award. But it went sponsorless, says the -hour periods for news programs tion" has gained attention from sell- Culligan, because it was too "con- with long -time local sponsorship. In ers of spot radio, some of whom have troversial" a subject for advertisers Los Angeles the NBC affiliate had recently tied spot frequency to fre- who are too "sensitive." He followed programed the Richfield Reporter at quency of purchase. The plan usual- Russia with Image ,llinorities. That. 10 p.m. for 20 years. They didn't ly works best for fast turnover prod- too, went on the air without a spon- want to give up that program. But ucts such as cigarettes, groceries, sor. But he was so convinced that Culligan sold them. He charmed gasoline, candy, toiletries. these programs were good for the them right off their feet. His selling Culligan firmly believes that the public and good for radio, that NBC point was the future of the NBC next 18 months will be amazingly footed the bill for the broadcasts. radio network, and how it depended like the first 18 months of the '50s in "No rating," he says, "can ever on program changes such as the shaping the broadcasting industry correctly measure the service that an News on the Hour concept, how it for the next 10 years. International advertiser renders the public and would help them to resist the rock radio and television are just over the itself with public interest program- 'n' roll craze dominating the inde- horizon, and Culligan is certain that ing. But if the public is going to pendent stations." the two media will become global in demand escapism, it should get it." With News on the Hour cleared dimension. Interpublic has already Culligan says he would like to see by 90 percent of the affiliates, and an focused the attention of broadcasting programing upgraded as much as immediate hit when it went on the men on international communica- would FCC Chairman Newton air on January 14, 1957, Culligan tions, says Culligan, citing the work Minow and NAB President LeRoy moved to strengthen news by intro- of Sylvester L. (Pat) Weaver (Cul- Collins. "But," he qualifies. "con- ducing the NBC Hotline, the net - ligan's former NBC boss) in his role tinued general criticism is not good, work -to- affiliate quick communica- as president of McCann- Erickson for two reasons. For one thing, the tions system that allowed fast news - Corp. (International) . broadcasters who do not deserve breaks to bulletin on the network, Radio is entering this decade with criticism bear the brunt of it. On the or be taped for later presentation on a fully developed sense of its other hand, those who do deserve the stations that could not interrupt strengths, Culligan believes, and the attacks hide behind the generalities programs in progress. continued cultivation of its natural of criticism. When charges are made Together the Hotline and News gifts should make the medium grow they should be specific and isolate on the Hour produced $4,200,000 in vigorously. the few culprits who now give the new revenue for NBC the first year "Radio's greatest function and whole industry a black eve. of their operation. Clearly, these in- most important contribution is the "After all," he continues, "broad- novations were moving the network offering of news and commentary," casting is a terrifically demanding in the right direction, filling a pro- says Culligan. "Radio cannot be business. All businesses suffer crises. gram need by striking a responsive primarily an entertainment medium. maybe once a month, maybe less. chord in listeners and advertisers Radio must inform, because it is the But in broadcasting there are two or alike. only medium capable of informing three crises every day that put a Marking Culligan's NBC radio while news is happening. heavy drain on talent. Working un-

U. S. RADIO /August 1961 43

www.americanradiohistory.com WHAT JOE CULLIGAN THINKS OF RADIO TODAY LOCAL RADIO Continued from preceding page STATIONS IN der such pressures it is a little diffi- elements. It is available to our clients 3 cult to produce overnight the ide- for their consideration in weighing alistic medium that those in power certain elements of a campaign," he That's what you get have come to expect." explains, adding that some of the when you buy time on Because Culligan has been away data pertaining to sound may have from a direct involvement with radio application to radio. BIG 5,000 - WATT for the last 16 months, he has taken The complexity and multiplicity on an agency man's perspective of of Interpublic affairs that pass the medium. Perhaps more than dur- through Culligan's hands would ing his radio days, he is keenly aware make the average advertising dyna- of the necessity for getting radio's mo limp. But Culligan thrives on va- WISCONSIN RAPIDS story across to agency management. riety and delegates authority freely. One of the first steps radio must One secret to the Culligan success with full time studios in take, he says, "is to promote to na- in dealing with people is intimated MARSHFIELD AND tional advertising agencies the idea by a long-time friend and former of hiring a high- ranking radio spe- NBC associate: "Joe accepts his STEVENS POINT cialist." aides as knowing more about their Radio stations can make an impor- specialties than he does. BIG Coverage at Lowest Cost - If he dis- tant stride themselves, simply by agrees with them, he will Per- Thousand . 20 Years of always hear Local Radio Service raising rates. "Rates are too low," them out before making a contrary accuses Culligan, "and this alone or compromising decision. He is nev- tends to understate and undersell er an unpleasant man. And I don't the medium's importance." think that Joe ever fired anyone lvith- WFHR It is unfortunate for broadcasting out first helping them get another WISCONSIN RAPIDS, WISC. that Joe Culligan's responsibilities at job. He listens to the problems of Phone HA -3 -7200 Interpublic are not more directly in- people who work for him, sifting Represented by Devney, Inc. volved with the sound medium. But details, airing ideas, trying to reach he is always on the fringe of broad- conclusions and determine new di- cast activity. With his somewhat rections." nebulous title of general corporate Away from the office, Culligan executive, he is apt to be in the midst puts as much enthusiasm into pas- of any agency skull session on the times as he does into work. He is DINING management level. president of the Radio and Televi- at New York s elegant The advanced projects division of sion Executives Society, a group he Interpublic is under Culligan's com- has enjoyed even more in the year MALMAISON mand. It includes basic research and and a half since he left NBC, be- the corporate information depart- cause it gives him a chance to keep is a delightful experience ment. up old friendships and talk casually Culligan is heavily involved in about the broadcasting industry he projects that will help the client\ is so fond of. But his association business grow, for "we grow only as with RTES is more than a casual t our clients grow." one. His willingness to serve in the Currently. he is busy investigating top post is a key to the Culligan all forms of commercial and public personality: he .welcomes responsi- service communications. "\\'e are bility. pioneering," Culligan explains. "in He is a trustee of the American the area of non -verbal communica- Child Guidance Foundation. which tions. This is an important area. be- combats jusenile delinquency at the cause even the successful verbal ap- prevention level. And he is chair- proach can be restricted by a break- man of the annual fund -raising drive down in non -verbal communica- for the Boy Scouts of America. 1VIALIVIAISON tions." It is significant that of the tepee RESTAURANT Culligan also cited the 'I- \' Factor "groups" Culligan associates most Analysis study prepared by Nlarl'lan with away from the office. two are 10 East 52nd St., New York Inc.. a division of Communications concerned with the welfare of chil- his LUNCHEON ... COCKTAILS... DINNER .Affiliates Inc., itself a division of In- dren. He gives his time freely to own children, passing much of his At the piano: lures Kuli, 5 to II P M terpublic. "This study sl rutiniied hundreds of telex ision commercials weekends with them when he is not Plaza 1 -0845 Closed Sundays to factor nut the high and low interest on the golf «mrsc at either .\ppawa-

44 U. S. RADIO /August 1961

www.americanradiohistory.com mis or Westchester country clubs in are located on great bodies of water OW we can offer you Rye, New York, where he lives. -a lake, an ocean or a river. Why Culligan and his wife, Doris (he not make use of the millions of met her when they worked at Hearst 'acres' above these waters." PROVEN Corp., she as an assistant editor, he For inland congestion, Culligan as a salesman), live on a small estate proposes the "ridge city." "The that is, for recreational purposes, glaciers of the ice age," he says, "left nearly self -sufficient. They have a great valleys and ridges in the earth. RESULTS* swimming pool, enough ground for Whole cities could be suspended with these Joe to practice golf shots, a pony from one ridge to the next." TELEBROADCASTER STATIONS that the kids ride, and jungle gym He envisions these cities as mod- that keeps the children happy and ern utopias, embellished with germ - Joe fit. Kerry, Joe's 14- year -old free air conditioning, car and pas- IN Hartford (CONNECTICUT( WPOP son, fishes with his dad (he is named senger elevators and surveilling for County Kerry, Ireland, birth- beautiful, unobstructed views. IN Kansas City- place of Joe's father) and is now One of Joe Culligan's greatest per- KUDL in Key sonal trademarks, like in Largo, Fla., on a fishing trip. the man IN Los Angeles- His three daughters- Susan, Carolyn the Hathaway shirt, has been the (SPANISH LANGUAGE and Eileen-are all younger than patch on his left eye. It sets him MARKET) Kerry and home for apart from other men, creates an the summer, air IN San Francisco pursuing their favorite Culligan of uniqueness. Typically, he devel- (SAN MATEO) horseback oped an improved patch when he sports- riding and swim- *TOP RATINGS IN ming. didn't like what was available on the AUDIENCE BECAUSE WE Although he like be market. LISTENERS doesn't to * MORE PROGRAM TO For years he has received PER DOLLAR away from home, Culligan finds him- hun- PLEASE LISTEN- PREF. self traveling to various agency and dreds of letters from persons with the -* SPONSOR ERS AND TO offices same problem, asking how they can ERENCE AFTER client throughout the country TRYING "BOTH" PROMOTE SALES an average of two weeks per month. get a black patch just like his. STATIONS on Whether they can purchase them or While the road (or in the air, For facts & figures CALL as reality would have it) he gets a not, Culligan always sees to it that chance to read the latest books. Not these letters are answered with a A TELE- BROADCASTER STATION a college graduate (he attended Co- black patch enclosed. He taught his lumbia University at night for a secretary, who has been with him while) , he is one of the most well - for 10 years, how to make them. read men in business. He has books Culligan has not always had the in his office and often picks one up distinction of the eye patch. It came during a lull between meetings or to him in World War II, when, as a appointments, or on an occasional first lieutenant in the 1st infantry lunch hour when he is in the office division, he led a combat infantry alone. He reads on the train from forward mission in the Battle of the Rye to the city and back. He reads Bulge. Fragments of an enemy gre- in the barbershop. nade struck him in the face. His left The latest novel is always a topic eye was severely damaged and was for brisk conversation with Joe. But later removed. his reading of the novel is only for One of the truly remarkable hu- pleasure. The bulk of the books he man interest stories of the war re- INTRODUCING THE NEW reads are histories. His preoccupa- sulted when Culligan awoke from tion has become, more and more, the operation to find his sister at his the study of the "anthropological bedside in Liege, Belgium. She was view of the human condition. There an army nurse, serving in the same 39th St., East of Lexington Ave. is no more fascinating subject to me sector, and had been rushed to his than the history of human civili- hospital by an alert doctor. NEW YORK sation." But many facets to Salon size rooms Terraces New there are Joe appointments, newly decorated One of Culligan's favorite, off-beat Culligan's charm and ability that New 21" color TV FM radio New schemes is his dream -concept of a mingle freely together to produce a controlled air conditioning New extension phones in bathroom New revolutionary plan to solve the popu- man who is truly unforgettable. private cocktail bar Choice East lation explosion. He calls this plan Perhaps the key to it all is his philos- Side, midtown area A new concept the ophy his of service. Prompt, pleasant, un. "bridge city," and has an artist's concerning relations with obtrusive. drawing of such a city on his office others: "If you sincerely trust and wall. Single $15 to $22 Suites to $60 The bridge city is one built respect your friends and associates Special rates by the month or lease over bodies of water; it evolves from and try to lead them primarily by Robert Sarason, General Manager a simple fact that Culligan is quick example, they will generally perform to point out. "All the congested better than they themselves think ORegon 9-3900 metropolitan centers of the world they can."

U. S. RADIO /August 1961 45 www.americanradiohistory.com THE MEANING OF TODAY'S NEWS...

"GLOBECASTS "-by the newsmen of BROADCAST EDITORIAL RE- PORTS, INC. who are known 'round the world -will be heard throughout the entire world (beginning Sept. 4) over WRUL, International Short Wave key station of the WORLD NAMES & FACES WIDE BROADCASTING SYSTEM. These same "GLOBECASTS" are available in the United States on an exclusive basis -a new service to your Henry G. Fownes Jr., vice president and New audience, a new dimension to your York office manager of \facManus, John C station's news and public service Adams, Bloomfield Hills, Mich., has been se- image. lected to head the newly created radio -television division of the agency. The agency's For full information contact A. - broadcast activities, which previously were Maxwell Hage, President of B -E -R's handled by Fownes within the New York newly- formed affiliated organization: office, Trill now constitute a separate division with New Broadcast Global Reports, Inc. headquarters in York and offices in Los Angeles. Broadcast billings now account World Press Center-54 West 40th St. for about 25 percent of the agency's total busi- New York 18, N. Y. ness. As manager of the new division, Fownes will coordinate broadcasting Tel.: LOngacre 3 -3942 activities in all of the agency's offices. He will supervise program origina- tion, purchases, commercial copy and production. Fownes has been con- r r , PUBLIC SERVICE WITH PROFIT nected with activities relating to broadcasting since the mid- forties.

Naomi Andrews, network copy chief in the sales promotion and advertising department of Columbia Broadcasting System since 1956. has been appointed to the position of director of advertising for the CBS Radio network. In her new post, she will direct the network's ONE OF NEW YORK'S advertising agency, Sudler and Hennessey Inc., FINER HOTELS in the creation of CBS Radio's consumer and trade press advertising. Mrs. Andrews also On the citys most famous thoroughfare, 5th Avenue in will handle the network's direct mail cam- exclusive Washington Square. paigns and other related advertising efforts. Spacious single rooms from $10 Mrs. Andrews joined the CBS Television network in 1918 as manager of the daily. With aiconditioning from company's sales promotion services. Since joining the CBS organization, $12.$14. Lavish 2 & 3 room apartments with serving pantries. Mrs. Andrews has handled a variety of promotion and advertising assign- Television available. ments. She is a native of New York and a graduate of Hunter College. SPECIAL RATES on a monthly basis. Additional Jack H. \taint, who joined the American substantial ago, has moved savings, on Broadcasting Co. three years unfurnished and up to the post of director of . \BC Radio Pa- furnished .s...... r cific and ABC Radio West. Mann wild oversee apartments net- on lease. i:r° the operations of the western sector of the work front the ABC offices in Hollywood. Write for descriptive brochure position after serving N - rnman, Managing Director Mann assumed his new as the network's radio director of advertising. sales development and research. He became a member Of the ABC organization in June fi!ìliAvemze is. "" 1958 as an account executive. During the preceding two years. he was a radio and television program packager. \I:uin performed the hat trick when he joined .\Il(. bT h:a%ing associated himself Hotel with all of the three big networks. Previoush, he worked as an account 24 FIFTH AVENUE at 91h STREET I executi.( with NBC and CBS.

46 U. S. RADIO /August 1961 www.americanradiohistory.com All three agree WING is the sound that sells DAYTON

LeRoy A. Emmerich, broadcast production tinuous leadership in manager of Geyer, Morey, Madden C Ballard ry PULSE survey (6

Inc., New York, has been named a vice presi- . -12 M.) from October, dent of the organization. Emmerich has served 9,ó. yinthrough April, 1961, Average All Day Audi- in his present post since 1956. At the time he e. joined the company in 1953 to supervise the production of live shows, Emmerich was the head of his own independent production firm. ÏT Emmerich has been associated with radio for more than 20 years. In 1941, he joined the international division of the National Broad- casting Co. as a writer, commentator and producer. After the war, Emmer- ich returned to NBC, then moved to WAAT Newark as a disc jockey. Be- tinuous leadership in fore forming his own company, Emmerich worked as a program director of osEiOPER (7 A.M. -6 P.M.) WKOX Framingham, Mass. m August - September,

9,ó. ,through May -June, 1, in Share of Radio ience. Jerry Bess has been named to the newly - created post of executive assistant to Hatha- way Watson, vice president in charge of broad- ÏT cast operations for RKO General Inc. In his new position, Bess will report directly to Mr. Watson and will be assigned to special proj- ST ects covering all phases of the company's broadcasting operations. Bess resigned as ex- Dominance in NIELSEN ecutive vice president of Arkwright Advertis- Station Index (7 A.M. -6 ing, Inc., to accept the new assignment. For P.M.) in Station Total Cumulative Homes and the past 13 years, Bess has been closely iden- Adult Audience, according tified with the Robert Hall clothes account, supervising all of its radio and to October -November, 1960, television advertising. Robert Hall is a major user of spot radio. Previously, report. Bess was associated with Emil Mogul Advertising and with Louis Cowan Productions.

Robert A. Dearth, president and general man- "1W . REPRESENTED BY ager of Morse International, Inc., will soon robert e. eastman & co., inc. join Kenyon & Eckhardt Inc., as senior vice president in charge of the agency's Detroit office. Dearth began working at Morse in 1956. Before becoming president, he had the WING responsibility of supervising advertising for Dayton, Ohio all national, Canadian and international Vick

Chemical lines. For seven years prior to his Vice Pres. & Celli. Mgr. Dale Moudy stay at Morse, Dearth was with Ross Roy, De- troit, rising to the position of vice president. During that time he was in charge of Ross Roy's New York, Chicago and Hollywood offices. Before joining Ross Roy, Dearth was with the Cleveland office of McCann- Erickson. At that agency, Dearth started as copywriter and left as an account executive.

U. S. RADIO/August 1961 47

www.americanradiohistory.com CARLOADS OF FOOD FOODS: RADIO'S $76 BILLION QUESTION Continued from page 16 Continued from page 16 empty half -gallon cartons of Oak "What are the necessary ingredi- The supermarket explosion has Grove Sundee milk. ents of such a food campaign ?" Bar- mutated the whole food picture. U &1 Sugar Co., which took part in borka continued. "An exciting corn - Where the old corner grocery of a KCPX Salt Lake City campaign, mercial that is framed in the proper another era used to stock about 500 had a return of empty sugar sacks time periods and programing in or 600 products, today's supermar- which represented purchases of 475 order to pinpoint the chief pur- kets stock 6,000 to 8,000 items. Even tons (over 47 railroad carloads) in chasers and consumers of the par- the cities' "bantam" stores (usually 13 weeks. ticular item in question. In the controlled by a supermarket chain) Such records have become almost case of cereals, of course, the house- stock 1,000 or more items. commonplace to Community Club wife is the chief purchaser and the Paul S. Willis, president of the Awards of Westport, Conn., and its moppets and teeners the main con- Grocery Manufacturers Assoc., fore- participating stations and advertis- sumers. sees the larger supermarkets of the ers. Says .John C. Gilmore, president "Radio's additional ability to take end of this decade "carrying some of CCA (which has recently expand- a major food campaign and drama- 12,000 items in stock, and half of ed beyond the U. S. to radio cam- tize it both on the air and off through them s%'ill be different from those paigns in Canada, Australia and local promotion and follow- through sold today." Puerto Rico), "CCA has already makes it one of the soundest media The "independent" grocery, as turned about six million American buys." grandpa knew it, is all but extinct. housewives into garbage collectors." Both these developments suggest Now there are supermarkets, super - A CCA campaign is a cooperative what will have to be clone before ettes and small (or bantam) stores- venture between that organization, radio comes into its deserved share so classified on the basis of their a local radio station, local merchants, of food advertising billings: annual volume ($375,000 or more national and regional advertisers, (1) Radio must sell itself harder - down to $75,000). and members of the local women's at both the local and national levels They are generally of two types: clubs. \lerchants and advertisers sign to food clients through more re- (1) Co -ops in which retailers control up for radio time on a local station search and documentation. the warehouse and warehouse man- at slightly premium rates for a cam- (2) Food advertisers must re- agement, such as IGA; (2) Volun- paign of 13 to IG weeks. The CCA evaluate their media- buying with a taries where warehouses are con - director for the station holds a "kick- closer look at radio and its advant- troled -not by the retailer -but by off" party in the local hotel for rep- ages- especially in the area of eco- an outside management which con- resentatives of the community's vari- nomical image building. trols everything; this is the true ous women's groups, and the promo- The retailing of food has under- chain such as an A &P. tion gets under way. Cash money gone many changes since the day in The public attitude to shopping prizes (ranging up to $10,000, de- 1930 when a grocery worker named also has been changed by the super- pending on the size of the market) like Cullen rented an abandoned market. A N.Y. Times article stated are offered to the clubs whose mem- garage in Jamaica, Long Island, ad- that more people are exposed to bers turn in the most substantial vertised himself to a depression -con- supermarkets than to schools, piles of "proof -of- purchase" on arti- scious New York as "King Kullen, churches or movies. "Once a week," cles sold by the participating ad- the World's Greatest Price Wrecker," the article said, "the housewife (or vertisers and retailers. and introduced the self -service sup- her husband) will go to a big region- In its first five years, more than $3 ermarket concept. al, semi -department store kind of million in prizes was awarded dur- By 1936, there were 1,200 such super, as far as 20 miles from home ing some 500 campaigns in over 200 self -service markets in the U.S- To- to do the major shopping: between markets. Food retailers took part in day, there are some 23,000 markets times she will fill in at the nearest about 75°, of these campaigns. This n.ltich do $500,000 or more annually. bantam." It has made the housewife fall, CCA expects to have campaigns Some 2,200 of these supermarkets an entirely different type of shopper on about 130 stations. were added last year despite the than was her grandmother. Among the national and regional general economic slump. The shopping list, for example. food advertisers who use CCA arc: This year, trade publication has all but disappeared. A recent Sealtest, Ralston -Purina, Hormel, Chain Store Age estimates 2,300 survey revealed that only one in Stokely -Van Camp, Quality Bakers, more will open, about 1,000 of them five women carry a detailed list of Swift, \ly -T -Fine, Gold Medal Flour, in the big suburban shopping cen- articles. Tetley Tea. Folger's Coffee, Pet ters. With the boom of the shop- "Supermarket buying is basically Milk, IX1. Foods, Donald Duck ping centers in areas well beyond impulse buying," says Arthur D. Frozen Juices, Buitoni Macaroni, the metropolitan limits, some food treason, president of Food Enter- Chock Full O' Nuts Coffee, Lever people arc beginning to wonder if prises, 111c., a food brokerage firm Btos., Fritos, Breast Of Chicken their old reliance on newspapers in Rye, N.1'. "advertising or pack- Tuna, H. J. Heintz Co., Oscar Mayer for advertising is sound. Studies aging ma) help plant the impulse. Meals, Sesame Chips, l lolsum Bread, show that metro papers are not l>ttt it vron't have any effect unless Las's Potato Chile, Borden, plus following the suburban population the goods are prominently displayed most major soft drinks. drift. but that air media arc. in the supermarket. It's a constant

48 U. S. RADIOIAuáust 1961 www.americanradiohistory.com battle to get the item on the shelf The food profit picture is a dis- records, clothing and lawn mowers; and keep it there." couraging one. but this he does to offset the low - Getting displays in aisle gondolas, ACP, the largest food chain, sloes profit foods with higher -profit mer- pyramids and other prominent areas more than $5 billion volume annu- chandise. l'et despite the crowding. is the chief problem facing a food ally, yet winds up with a net profit the average food store is offered more packager. In 20 minutes to half an of only about 1%. According to than 16,000 point -of- purchase in- hour of shopping, it is impossible for Food Topics, supermarket trade store promotions a year. a housewife to see every one of the journal, the average $1 million -a- He also is offered about -10 new 5,000 to 6,000 items stocked. It has year supermarket only shows a gross items to stock every week. If he takes been estimated that an aisle display profit of 19.25%. Out of this gross on any of these, then something else in a supermarket will up the sale of profit must come the major store ex- inevitably is thrown out to make that brand from 13% to 20%. penses: payroll, 9.57% of sales; rent, room -most likely rejects are low- Here is where radio can do a job. L47%; supplies, 1.0.°'0; fixtures and profit items, brands that don't ad- Sometimes it is accomplished equipment, 126%, and advertising, vertise, or brands whose advertising through a radio personality -local or 2.13%. Of every dollar taken in, is not helping the retailer. national. Edward C. Parker, presi- over 80 cents must be re- invested in Radio has an opportunity to work dent of Tetley Tea Co. which uses merchandise. with the retailer in many ways. One Arthur Godfrey on CBS Radio, says "The road to profits in the super- way is to enlist the national adver- of this personality: "The trade re- market business is not in raising tiser in a creative approach to in- sponse has been enthusiastic. This prices but in more efficient opera- store merchandising. For example, is extremely important for us be- tion," says Leroy M. King, editor of the supermarket's most profitable cause we are an independent tea Food Topics, who once ran his own food items are green groceries, fruits company and sell no other product. SI million -a -year supermarket and and meats. Most packaged foods are Dealer cooperation in giving our tea later developed a whole suburban sold at break -even prices -or even prime shelf_ position has a decided shopping center. below; their main value to the re- effect on our sales." King can give admen a retailer's tailer is in traffic -building. Of the same CBS Radio personal - view of the food business. "Just So if radio has a packaged barbe- ity, Tames D. Wells, v.p. and direc- remember," he says, "that the store cue sauce account, for instance, a tor of marketing for William Under- operator has between 5,000 an nnn 1,-elcome way to an in -store display wood Co. (meat spreads), says: "God- items, most of which are nationally for this account is to tie it to the frey commercials outpulled two advertised. He is only interested in retailer's profitable meat counter. Or half -page color ads in leading maga- handling and selling merchandise a packaged cheese account can be zines b} far. And on top of that, his that has been pre -sold to his custo- of help to the retailer by being tied - approach to our in -store advertising mers. He expects you to advertise. in with its high profit fresh fruits program has produced top display Quit advertising, and he will throw such as cheese -and -apples. cheese - results." Radio networks along with you out of the store. Make the most and- grapes (which incidentally are local stations across the country are of it by translating it into terms of sold at about a 35% profit) . constantly aiding brand advertisers local impact. 'What is in it for me ?' Some other opportunities for radio in their battle to get supermarket -this is the language market opera- lie in taking more interest in co- displays. A trend appears to be tors all over the country under- operative advertising plans and in developing in "talk" programing stand." retailers' private label advertising - aimed especially at housewives. Although supermarkets are getting with the retailer's interests upper- In New York, \VOR aggressively bigger (they may average 15.000 most. Private labels, after all, were woos the food advertisers through square feet) , they still suffer from born of a desire for a store "image" such programs plus research and congestion. Part of this is clue to which brings everything around merchandising. Personalities such as the operator often adding all sorts of again to the move taken by Co -ordi- its Martha Deane and food authori- department store items such as nated Marketing Agency. ty Carlton Fredericks pull listener requests of about 30,000 in introducing new food products; with that KEEP YOUR EAR ON . . . kind of consumer interest, a supermarket operator is usually glad to NEWS tie -in with point -of- purchase dis- RADIO PULSEBEAT plays. These are ways in which Bringing the news sounds of the nation ALIVE! radio can help the retailer. Since it is the supermarket opera- -SOUNDS THAT ATTRACT LISTENERS tor who controls the impulse buy- AND RING CASH REGISTERS - ing, radio's challenge is to be of NOW! still more help to him. It is the way JOIN THE GROWING RPN FAMILY OF STATIONS to open the gate to more national RADIO PULSEBEAT NEWS brand advertising. The biggest appeal radio can offer the local retailer 153 - 27 Hillside Ave., Jamaica 32, N. Y. is to help him run his store more AX 1 -4320 (For Sample Feed -AX 1 -6677) efficiently.

U. S. RADIO/August 1961 49 www.americanradiohistory.com EDITORIAL PAGE

THE CHANCE TO BE A MAN

IN this issue (page 17) we're taking a comprehensive look at one of the most vital and significant developments in modern broadcasting, the steady growth of editorializing by responsible radio men.

It is a tremendous subject and a great deal has already been written about it. But, in our opinion, the best things have not yet been said.

Editorializing is more than just a branch of radio's wide range of public service, more than another device to justify a license renewal. With all due respect to Chairman Minow and'Governor Collins, who have both urged an increased amount of station editorials in order to "help Americans better understand this complex world," through "a fair and responsible clash of opinions," we think there is an even finer reason for the movement.

Wi'e welcome the rise of editorializing because it offers the individual broadcaster the chance to be a man -in the truest, most mature sense.

The station manager who is not afraid to take sides, to speak his mind on controversial issues, to "sign his naine" to what he says, and to accept the consequences, whatever they are, is demonstrating the kind of vigorous manhood which America and the entire free world stand greatly in need of.

We are delighted that there is already so much evidence that radio men are accepting this challenge. It speaks well for the virility of the industry itself. In the past, many nervous critics have worried that "most stations aren't equipped to editorialize." They have cautioned against editorializing without trained personnel, thorough research. Undoubtedly their points are well -taken. But, in our opinion, their Iears are groundless.

Nothing matures a iilatl i11ore quickly than the assumption of responsibility. Nothing makes a man more acutely aware of the need to back up his opinions with facts than voicing them openly in a public forum.

We think editorializing is great stuff, great for the country, and even greater for die individual broadcaster.

50 U. S. RADIO /August 1961 www.americanradiohistory.com QUALITY BROADCASTING SELLS RICH, RICH SOUTHERN NEW ENGLAND

QUALITY IN SEAMANSHIP IS EXEMPLIFIED BY THE TRAINING RECEIVED BY CADETS OF

THE UNITED STATES COAST GUARD ACADEMY, NEW LONDON. ON SUMMER CRUISE ABOARD

THE USCG EAGLE.

IN RICH, RICH SOUTHERN NEW ENGLAND, QUALITY IN BROADCASTING IS THE HALLMARK

OF WTIC -TV AND WTIC RADIO WHOSE FIRST CONSIDERATION IS ALWAYS THE VIEWER

AND LISTENER.

WTIC TV 3 CBS Affiliate REPRESENTED BY HARRINGTON. RIGHTER & PARSONS, INC. WTIC 50,000 watts NBC Affiliate REPRESENTED BY THE HENRY I. CHRFSTAL COMPANY www.americanradiohistory.com PPaib7

A dairy advertiser on Dick Kollmar and Dorothy Kil- The dean of women Noted food authorities, Al and The distinguished_ 'Rambling With Gam- gallen's program alone ac- commentators Dora McCann pulled 14,000 re- nutrition authoritp bling' for 4 straight counted for 60% of the total re- prompted 26,455 replies for a sponsor's cookbook, received 30,000 re years says: "This pro- sponses from 12 radio stations quests for a spon- as a result of just two announce- quests for a sample gram has proved our for a premium offer by a frozen sor's offer of a sam- ments. Said the sponsor: "Tops bottle of salad dress most effective source food packer, and at the lowest ple package of in- anything I have seen in many ing within 5 days of of advertising." cost -per- return of any station. stant coffee. years." the offer.

...and advertisers get the same powerful results every day on WOR's RADIO NEW YORK with JIM COY, ARLEN' FRANCIS AT SARDI'S, THE FITZGERALDS, and radio's finest line -up of newscasters: LESTER SMITH, HARRY HENNESSEY, HENRY GLADSTONE, JOHN SCOTT, JOHN WINGATE, LYLE VAN, and PETER ROBERTS.

TALK ABOUT FOOD!

No one does it better than WOR -Radio grocery product advertisers (accounts)

personalities, newscasters, and mer- using only one station) use WOR as uses chandising experts who work for you on all other New York stations combined. *' both sides of the supermarket counter. In food, as in any business, talk is only That's why every year more food and as good as the talker. That's why you, grocery product use WOR advertisers words are worth more on the most than any other station in New York -2 widely listened -to station in the nation - times as many as use the #2 station.* the one station where talk remains the

What's more, as many exclusive food and liveliest art. 'BAR Jan 19 «n RRAiFM 98.7/An RKO General Station

www.americanradiohistory.com US %IH WEDS t PUBLICATION FOR FM UST 1961 BROADCASTERS AND ADVERTISERS

2 -NO. 7

OMES: WH ¡nc.) ILLION page 3

FM BE SS MEDIUM page 6

L CAPSULES M SUCCESS GE page 9

TATION drld' tsta@ to 1:00 -- LISTING page 11 New York mar

RENDS AND coverage in e LOPMENTS ountry

page 1

c-_ - _ T I WiD -

www.americanradiohistory.com u.s.FM is on the move!

U. S. FM, one of the two magazines published monthly by Air Media, Inc., will be merged with its sister publication, U. S. RADIO, with the Septem- ber edition. The publishers think such a merger of the leading publications covering both phases of radio broadcasting -amplitude modulation, frequency modulation -will bring to a far more vast audience of readers... news and analyses of current developments in radio, an appraisal and perspective on trends which are emerging in this ever -new but older sound medium, a better understanding as to how radio -in both its forms -can serve the vital interests and objectives of its three participants: the listener, the broadcaster and the advertiser. You, as readers of this magazine, will be able to enjoy and to take advantage of "one -stop reading" -the presentation of crucial issues and developments in the radio broadcasting business under one cover, written and presented in easy - to- assimilate style, developed at all levels to give readers a rounded as well as deepened perspective on the industry.

www.americanradiohistory.com FORE MOST

Motorola gives heavy billboard Motorola's new fm car radio was heavily promoted on billboards during promotion to its fm radios May and June to reach driving traffic in 99 markets, each with at least three fm radio stations. Programatic Broadcasting Service, in its current newsletter, commends the manufacturer for its "display of confidence in the new medium in spending impressive money in posting roadside billboards." The agency: Leo Burnett, Chicago.

NAB surveys its fm station NAB, in a new survey of its fm members, indicates that 79 of them will members to learn plans be broadcasting stereo programs by the end of this year and another 178 by the end of 1962. Details of its mail survey of some 600 fm stations: 185 fm stations said they plan to begin stereo broadcasts. 140 fm facilities do not plan to go into stereo. 32 stations have made no decision on the matter. 24 stations combine stereo in both am and fm broadcasts and have no specific plans for stereo fm only.

Fm stations have many NAB also queried stations as to the number of stereo hours they would plans for stereocasts broadcast weekly. The range was wide: from two to 130 hours per week. The biggest single reason for a delay in starting stereo broadcasts, say the stations: a scarcity of fin stereo receivers. NAB's Research Manager Richard Allerton says that of those 185 stations which report they'll go into stereo, 46 will begin stereo programing next year, seven more stations in the post-'62 period and 77 before the end of this year.

Fm Station Key sees rise of Gaining number of fm stations are taking the air, with matching rise 126 stations in 6 months in national rather than merely local or regional broadcast interest. One significant indicator is the rise in correspondence to u. s. FM editors, and the additional reports which stations are detailing for use in the monthly Fm Key (see page 11) . In the past six months, the station list- ings in the Key have risen from 369 to 495.

Henri, Hurst & McDonald A Chicago agency- Henri, Hurst & McDonald -joins Young & Rubi- has special fm summary cam, New York, as a pace setter in exploiting and detailing the fm market for its accounts and its prospects. Lee Randon, audio -video director of HH &M, gives some of his and the agency's "inside" thinking on the fast moving medium of fm. (See page 7.)

Hi- fidelity show uses Developers of the high fidelity music show for the greater Delaware radio to sell itself Valley area, scheduled for the Benjamin Franklin Hotel in Philadelphia from October 27 through 29, gives stress to the value of radio advertising. Show Director Harry Bortnick says "major funds" have been set aside for the purchase of radio announcements, as well as for other media, and that U. S. Savings Bonds will be awarded to winners in several advertising classes, including the "best use of company advertising on radio" in supporting the show.

U. S. FM August 1961 1 www.americanradiohistory.com 4

L E T T E R S VOL. 2 -NO. 7

Great benefactor AUGUST Congratulations on u. s. Fit! I am 1961 sure it will prove a great benefactor to the fm cause.

David M. Myers President WFGM -FM Fitchburg, Mass. . . . IN THIS ISSUE . . .

Fore Most 1 Improving with age Trends and highlights in fm radio; reports on fm advertisers and stations Gentlemen, allow me to sas thank }ou for your fine publication, u. s. Fm home box score: 14 million homes 3 FM. Every issue seems to be more With fin penetration now set at 2S percent of valuable than the one before it. all radio homes, fm makes a measurable impact

Kenneth G. Moore Fm: evolution from 'class' to 'mass' 6 KHOF -FM Los Angeles Henri, Hurst s: McDonald's Lee Randou forecasts fm's future in a dient presentation

High hopes Fm Highlights 9 Capsule success stories, news from stations and We thoroughly enjoy u. s. Fit. We fm advertisers; what they buy and why feel it to be a great help with our fm problems and do hope the magazine Fm station key 11 will continue as a separate publica- Up- to-date listing of fm stations, including tion. programing, market penetration, representative George H. Haskell General Manager KNEE -FM ScoHsbluR, Neb. Norman R. Glenn Editor and Publisher Bernard Platt Executive Vice President West Coast Representative Arnold Alpert Vice President Good news and Assistant Publisher Whaley- Simpson Co. Elaine Couper Glenn Secretary- Treasurer 700 Montgomery Building We appreciate the fine work you are Jane Pinkerton Managing Editor doing in putting good radio news in Mary Lou Ponsell Senior Editor San Francisco 11, Sutter 1.4553 Barry Mallin Assistant Editor % Edith K. Whaley print. W. F. Miksch Contributing Editor Joe Urban Maury Kurtz Art Director 216 S. Vermont Sal Messimino Business .Manager Manager Los Angeles 4, DUnkirk 7 -6169 & 6160 WEKZ -FM Shirley Allison Administration -Production Monroe, Wis. Jo Ganci Secretary to Mr. Alpen

"Our own" U.S. FM is published monthly by Air Media Inc. Subscription for U.S.A. includes U.S. RADIO, monthly publication also published by Air Media Inc.. Editorial and Business Office: 40 49th New 17, N. Y. MU 8 -0475. Printing office, 3110 Elm Avenue, Balti- u.s. FM trout E Street, York Congratulations on more II, Md. Please advise if you move, and give old and new address. Copyright 1961 by WORN-FM! It's a shot in the arm Air Media Inc. Accepted as controlled circulation publication at Baltimore, Maryland. the fin business has needed, a maga- iine we can "call our own." WORN has been on the air for al- Enjoys surveys Helpful most 10 months, with success leading \We find this magazine very helpful the was from the very Many beginning. thanks, we enjoy reading u.s. and want to continue receiving it. For this reason, we are convinced Fir each month, and in particular Dave Yearick that fin is not a of the past, or, thing the article about surveys. We feel Commercial Manager .i product of the future, it is here WMUU -FM be done in this now, and, we feel that the success of that much needs to Greenville, S.C. this fm s ation, and, many others like field, and soon hope to take our Interesting t. has e pros ed just that. place as a "doer" on surveys. We find U.S. FV extremely inteiest- ing and helpful. Theodor* Hiarhos Bill Dohlsten Robert A. Gates V ce president and Operations Manager general manager Manager WDEN -fM KAFM WFAH 004w-ton, Ohio Salina, Kansas Alliance, Ohio

2 U. S. FM \u5ust 1961 J ) www.americanradiohistory.com u. s. FM AUGUST 1961

Fm home box score: 14 MILLION

New fm home count gained from student's thesis marks a research milestone

THE findings of a student, probing ing a more current estimate, fm Don Mohr, a graduate student fm for facts to fill a master's thesis, homes may be estimated at approxi- in the school of business admin- have suddenly added some solid flesh mately 14 million." istration, New York University, to the medium's profile. Mohr has made the same projec- has recently Although unofficial, a new edu- tions for approximately 30 markets, submitted for an cated projection of the number of based on The Pulse Inc. fin market M.B.A. degree a thesis entitled fm homes in the United States is esti- penetration reports (see chart, page "The Potential of Fin Radio as mated at 14 million according to a 4). In studying these markets in rela- an Advertising Medium." Por- thesis prepared by Don Mohr for tion to total U. S. fm homes, Mohr tions of this work are described New York University. has observed that the six largest fin in this article. Mohr has been At the recent National Assn. of markets New York, Los Angeles. - staff of a Broadcasters convention in Wash- Chicago, Boston, Philadelphia. and on the national adver- ington, D. C., he states in the study, San Francisco- Oakland -account for tising agency for the past three "a leading advertising agency [ED. a combined total of 5,63G 222 fm years. In order to identify his NOTE: Young C Rubicam, Inc., New homes. study as one done for personal York] released a study on the fm ra- "Thus," he concludes, "40.3 per- reasons, Mohr asked that v. S. dio audience, in which it was report- cent of all U. S. fm homes are lo- FM withhold the agency's name. ed that approximately 28 percent of cated within these six major metro- all radio homes have an fm receiver. politan areas. This fact would seem By applying this figure against the to be quite significant to an adver- number of U. S. radio homes, cur- tiser interested in fm radio as an ad- rently estimated at 49,500,000* pend- vertising medium." Because these six major Source: Radio Advertising Bureau, 1960 markets Radio Facts Pocketpiece. seemed to loom as the most impor-

U. S. Fill August 1961 3 www.americanradiohistory.com 411111111111 '11 i' 11 III !III 11111.11 III 11111111111111 IIIItIII1111111111l1111I1IIIIIII011111111 ;91111111 IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII1111111111111 II '1111111 9111111111111111111111111''1 111111111111111111 III iiiI111111111111IIIDO111111111111111111111111 'II '1111111 III

Fm penetration and projected number of fm radio families*

Fm penetration Projected % of am Radio families in metro area fm radio homes Date Families Date families

Akron 26.6 4/60 152,200 1/61 40,485 g. Albany -Troy- Schenectady 33.1 10/58 204,600 1/61 67,723

Atlanta 19.2 10/60 275,600 1/61 52,915

Baltimore 27.9 4/57 482,100 12/60 134,506

Boston 50.1 2/59 938,700 12/60 470.289

Buffalo 34.8 9/59 388,100 12/60 135,059

Chicago 42.9 11/60 2,013,300 1/61 863,706

Cincinnati 29.1 1/60 333,600 12/60 97,078

Cleveland 36.1 6/59 528,900 12/60 190,933

Columbus 37.4 10/58 195,500 1/61 73,117

Dallas -Fort Worth ** 20.7 4/58 450,095 11/60 93,170

Denver 38.5 6/60 273,600 12/60 105,336

Houston 31.2 8/60 359,300 1/61 112,102

Kansas City, Mo. 33.3 11/60 339,500 1/61 113,054

Los Angeles 48.9 6/59 2,181,500 12/60 1,066,754

Miami 31.7 10 /58 282,100 2/61 89,426

Milwaukee 22.1 4/58 350,700 12/60 77,505

Minneapolis -St. Paul 20.5 10/60 417,900 12/60 85,670

Nashville 11.8 11/59 105,500 11/60 12,449

New Orleans 24.1 11/58 240,400 12/60 57,936

New York 53.5 10/60 4,417,300 11/60 2,363,256

Norfolk 31.8 12/60 159,100 5/60 50,594

Philadelphia 36.3 2(58 1,253,400 1/61 454,984

Pittsburgh 30.1 2/59 673,500 12/60 202,724

Portland, Ore. 46.1 11/57 286,100 2/61 131,892

Providence 35.1 10/58 208,400 10/60 73,148

Richmond 28.1 8/59 112,000 12/60 31,472

Rochester 41.9 10/58 178,600 10/60 74,833

San Antonio 22.2 11/60 177,300 11 /60 39,361

San Diego 39.4 10/59 304,000 11/60 119.776 San Francisco -Oakland 47.3 9/57 882,100 1/61 417,233

Seattle 21.3 2/60 354,300 12/60 75.466

Washington, D. C. 40.3 4/59 579,800 12/60 233,659

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U. S. FM Augu,t 1961 www.americanradiohistory.com tant in his study, Mohr prepared, Angeles, where 712 percent reported may be, is a quality audience and where similar information was avail- listening in a one -week period. should not be compared with am in able for three or more markets, a Tune -in in the other five markets terms of audience size." composite figure through use of was: Chicago, 64.0 percent; New He believes that it is important a weighted average. York, 57.4 percent; Boston, 52.7 per- for fin broadcasters to first sell the In order to arrive at composite cent; San Francisco -Oakland, 48.6 medium, secondly the market, and figures he weighted the Pulse data percent, and Philadelphia, 47.1 per- finally, the station. for each market by the size of the recent. However, in the absence of widely spective market. For example, the Among listener's reasons for listen- accepted quantitative audience data, table on page five, Ownership of fm ing to fm radio, the most cited re- he recognizes that an advertiser con- radio sets, was weighted by the num- sponse (49.2 percent) in the six mar- sidering fm as a vehicle for his meth- ber of radio homes in each market. kets was that they "liked good mu- ods is faced with not finding the ex- Two other tables, not reprinted here, sic." Some 21.8 percent said they had act number of homes his commercial radio in last week Use of fm the and "no particular reason" for listening might reach. At the same time, he re- Reasons for listening to fin radio, to fin: 19.2 liked fin because percent flects, the cost of producing audience were weighted by the number of fm there were "fewer commercials;" 15.7 size data periodically may be prohibi- homes in each market. percent said they listened because of tive for many fin stations. "It is questionable," Mohr says, "superior sound, tone, reception or "whether or not these composite fig- lack of static." The figures total "One solution to this problem was ures should be projected beyond the above 100 percent because of multi- suggested by the sales manager of a sample, as most of the reports were ple responses. metropolitan fin station," says Mohr. done in different years and at differ- Unfortunately, as Mohr points out "His proposal is to develop data on

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San Francisco- Corn- New York Los Angeles Chicago Boston Philadelphia Oakland posite Total radio homes interviewed 1000 1000 1050 1000 1000 1000 6050 Homes possessing fm receiver 53.5% 48.9 42.9 50.1 36.3 47.3 48.2 Hontes without fnt receiver 46.5% 51.1 57.1 49.9 633 52.7 51.8

TOTAL 100.0% 100.0 100.0 100.0 100.0 100.0 100.0

-Souree: The Pulse Ina.

F1- 1111111111111111mh11111allmll1111111I111; IIIIIIIIIIIIIIIIIIIIIIII111111I1111111111lnm: 'I IIIIIIIII III iIIIE!611i !III 111 ';il 111 JIr 'II III! JIIIIIII.all1I111111I1111:IIIIIIIIIIIIIIIIIIIIIIIIIIIIIICIIIIIIiII:IIIIIIIIIIIIIIIIIIIOIIIIIN Ill 911 III 11111 ,1111 i(IIVIYI! 1114dtl'111lI" Mti II /di IIIIIINIIIII'li IIIIII ent times of the year; and there was in his comments, "there is no pre- fm homes -using -radio for individual a slight difference in the wording of cise definition of good music. It markets." questions among some of the reports. could be classical, semi -classical, Going one step further, Mohr ad- Furthermore, two Los Angeles re- popular, jazz or other type. Good vocates: "Assuming that all fin sta- ports were used interchangeably. music to an fin owner in one section tions within a market contributed to "However," he states, "since no of the country may not be appealing a joint fund set up for fin audience similar data exists in composite form to another listener in a different research, surveys of fm usage by for these six markets to the best of area." hourly periods could be taken for the author's knowledge, the data Audience data, which will tell an the entire market. This would not fm with smaller gives some approximation of the advertiser how many homes within handicap stations audiences, as ratings for individual combined market." a market are listening to an fm sta- stations would not be shown. tion at a particular time, are still In his study of how many listeners "At the same time this informa- lacking, Mohr points out. used their set in a one-week period. tion is obtained," he continues, "it Mohr came up with these figures for "Although it is obvious," he states, would be highly desirable to also the composite six -market area: 59.1 "that audience size figures for fm sta- obtain audience composition data percent said that they used their fm tions would be lower, in general, reflecting the percent of men, wom- radio during the week; 40.9 percent than similar figures for am stations, en, teens and children listening to an said they did not. Thus, over half of such data would be useful as an aid fin receiver at several intervals of the these fm owners used their sets dur- in evaluating fm stations, time peri- clay. Having data with which to sell iiìg the week. The highest percent- ods, programs and cost per thousand. their market, stations would then be age of tune -in was registered in Los The fin audience, however small it in a position to sell themselves."

U. S. FM August 1961 5 www.americanradiohistory.com Fm: evolution from `class' to `mass'

Henri, Hurst & McDonald's Lee Randon traces the excitement and change of fm in its era of `revolution' to becoming a mass medium

mong the important contributions to the fm medi- excluding the fine music stations) are the small number A um is the agency presentation to its clients: a of commercials per hour, the better quality of fm summary of the force and facts of fm which inform and transmission and new stereo multiplexing. then persuade advertisers to use this kind of radio. "Now add one new element: the FCC's announced One of the newest and most detailed such presentations policy of fostering new high -powered fm stations and comes from Henri, Hurst and McDonald, Chicago, and downgrading am. The net result could be a complete represents the thinking and the stork of its audio -video reversal of the present picture, with fm the dominant director, Lee Randon. radio medium, am becoming the secondary one." The basic fm presentation shown by HHiLM to its Mr. Randon hesitates to make predictions about the clients and to its prospective accounts is reprinted by future of stereo, thinking that too much depends on U. S. FM in its entirety. But Mr. Randon has corol- the amount of advertising and promotion the set manu- lary thoughts to his written statements which back- facturers syill put behind it. If the manufacturers ground even further some of his thinking. really push, the stations will join in and fm set owner- This presentation, he says, "marks the closing of one ship could skyrocket. era and the beginning of a new one. It presents the "If the manufacturers follow the line the. did with standard picture of the medium to the present. But color h-, the increase in set sales will be steady but i have felt for some time that a tremendous change is slow. "I-he picture is confused, won't begin to clear un- in the making, one which will almost obliterate the til fall syhen the first sets are on the market. dilltrentes between am and fm programing." What he terms the "revolution" in programing Few of the fin stations which have gone on the air indicates, in his vies', that all present fin research will in iettlit years, he adds, have adhered to the classic fine "soon become obsolete. As the number of fin set owners musk program pattern. "A surprisingly large number goes up, the social status of fni listeners, wage brackets, are ino,oaming jazz. folk music, special features -all professional standing -all these will have to adjust the b,rsit dements of a good am station. downward toward am standards, always with the audi- "At cast one Chicago station is primarily foreign ences of fine music stations remaining an exception. langua.'e, another has adopted the tl.j. format, a third "The only statistical support i can offer to substanti- is toniplctch ain piped out of aim fm transmitter. The ate this trend is a set count. There has been a large in- network affiliates do nothing but simulcasting, yet get crease in the purchase of fin and am -fin combinations. ratings, Follow this trend through and you'll find that is this the result of a sudden crusade for classical the difkrouts between am and fin programing are music? Of course not. Basically, it's caused by the reali- becoming mote and more minute. zation that you can get am-type programing better on "In tint. the only advantages fin will retain (always an fm channel."

i U.S. F.11 .\ugust 1961 www.americanradiohistory.com What Henri, Hurst accounts hear about fm course, and doubly so of fm. Almost unnoticed in the glare of the tv tube, the number of fm sta- What is fm broadcasting? tion, used primarily by non- commer- tions began to multiply. By 1951, the cial stations, such as WEFM Chica- Technically,- it means that Chicago's single outlet, \VEFM, was is;;frequency modu- go, or as adjuncts to well -heeled am broadcast `signal joined by seven other fm stations. modu- stations, such as WQXR New York. lated instead of amplifiicle By the end of the decade, that num- as in am radio broadcasting. In each case, the fm station was a lated ber had increased to 16. New sta- down to lonely tower devoted almost entirely To the layman this boils tions appeared in city after city, un- reception which is capable of ex- to classical music. While these stations slowly built fanatically loyal til the present total has grown to tremely high fidelity and is entirely over 850. static free. audiences, these audiences were so Commercially, fm has become a small they were of little value com- Programing diversity For truly efficient radio sponsor's dream. It provides, in mercially. As the number of fin stations in- begin to many cases, loyal devoted audiences advertising, they couldn't creased, the programing base broad- who show their appreciation by also compete with the powerful and pop- ened. stations and networks. being loyal to station, sponsors. ular am Pioneers in the field continued to Then came the 1950s and tele- More of this later. build their schedules on a broad base vision! of classical music. Many of the Growth of fm broadcasting Almost overnight the television newcomers included a fair share of form of broadcasting goes over public This stations took attention classical music in their schedules but back to the dim days of radio, hav- all of the commer- and practically branched out from there into semi- ing competed with - am stations am during broad cial advertising. The classical and some jazz. infancy. lost began to gasp for air. cas.ling's Fm out to am's and networks Others went the am route with Radio, the was finished. miner range and for many years said experts, completely diversified music and talk eared to posi- All washed up. It wasn't true, of -r an experimental shows. All, however, retained a basic fm characteristic: commercials are limited, in many cases to a maximum of six per hour and, in many in- 'almiimumii!m!im!imm ummiiii!mmimiimum1mmummmm!!imüm!mmmummm!mim!!!i!mimmii!mimm!ii!limii!11!mmliliim!imuilim!mimmiimuumi!miimmmm!mmmmuuummmii!!2 stances, three per hour, as against the standard six per quarter hour on Hours spent with fm often out -pace most standard am outlets.

those with am and tv Fm audiences

Hourly periods Tv viewing Am listening Fm listening As in every other phase of their operation, fm broadcasters seem to MORNING E. have no conception of the impor- E. 6- 7 a.m. 1.5% 7.9% 3.0% tance of the size as well as the quality 7. 8 4.2 24.1 15.6 of their audiences. While am beats its chest over a 98% set pene- 8- 9 6.2 13.6 21.8 tration and tv thunders about total 9-10 1.8 7.3 26.6 audiences of 60 million and more, 10.11 1.6 5.2 26.2 E. fm seems hesitant about admitting 11 -12 2.9 4.6 23.5 that it has some 80 million listeners AFTERNOON in the U. S., reaching over 44% of the total population. 12- 1 p.m. 3.1% 9.3% 15.6% Even more interesting is 1. 2 3.1 4.3 18.2 the fact that this 44% of the population has 2. 3 2..1 4.6 21.0 more than 51% of the entire buying 4 3. 3.2 3.9 27.8 power! Source: Survey of Buying 4- 5 5.5 3.7 30.7 Power, July 10, 1960. Sales Manage- 5. 6 6.9 7.6 32.3 ment magazine. EVENING Those are now impressive figures. But who listens? WQXR New York 6. 7 p.m. 11.4% 9.6% 34.8% did a survey of listening habits in 7. 8 17.7 5.3 52.8 January 1959. It polled a random = 8.9 32.4 3.9 65.1 E. sample of 1,683 names drawn from E. 9 -10 35.4 5.3 60.9 subscribers of the QXR Program ET 10-I1 26.1 4.3 51.2 Guide. 1,174 completed question- r. I1 -12 8.2 4.2 23.8 naires were returned and revealed the following: The comparison of hours spent viewing television, listening to am and fm radio is revealing. (This is a survey of fm listeners.) Annual income, adult family members Over $ 15,000 15.5% $10,000 -$15,000 __ 22.1% 1111111111!111Illlp111111ll III I IIIIINIn11111 !I11iN 11111 111111 111111111 !!110II!401110111I10111! 1111111! 1111111110 111111!111 111111111!! 111!111111 111111111!1111111111 111111111!10111!1!111 h!I111111111 U1í111 0111111111111 lll1111IIIIE!llllllO

U. S. FM August 1961 7 www.americanradiohistory.com $7,000 -$7,500 ...... 20.5% Henri, Hurst's Lee Randon is a multiple -media $3,000-$5,000 ...... _--- -..... _ 10.3% Under $3,000 ___ 5.7% and all- agency advertising professional The QXR network average income is $8,998; the national average, $4,800, the station reports. The man who wrote this fm Occupation, adult family members presentation, the full text of Professional, managerial which appears in adjacent col- technical 69.5% umns, is Lee Randon, an all - Clerical and sales 8.2 round broadcast and advertis- Craftsmen, foremen, ing professional who has been operatives 5.6 Service and manual active in the industry for some employees 2.3 two decades. Housewives, retired per- He's currently director of sons, students, others audio and video for Henri, not employed 14.4 Hurst & McDonald agency in Total -100% Chicago where, over the past Obviously, if you want to reach decade, he has been smitten those in the upper income brackets, ever more seriously by the fm in the middle and higher social lev- radio medium. els-in other words, excellent pros- He's been a writer, actor, pects for an advertiser you can - produc- reach them most efficiently and in electronics technician, the greatest numbers through fm. er of commercials as well as And you can reach them best in programing, film director and the evening hours, the prime time timebuyer. hours which television has long Two of his industrial films claimed as its own. Television still have won awards: "Tie Tie Go for the Chicago Printed garners a top audience but not Round" among the growing fm audience! String Co. and "The Cultured Wood Story" for Kroehler Mfg. Co., accounts at the agency where he has worked as a radio -tv film The future specialist for the past 10 years. On May 1, the Federal Communi- cations Commission finally approved After starting with the Chicago agency as film director, he the transmission of stereophonic moved to a post as manager of radio and tv in 1956, handling music over fm stations. Beginning commercials and programing for such a diversified account list June I, fm stations for the first time as Admiral, Lineo bleach, International Shoe and Armour canned were able to broadcast stereophonic meats. responsibilities in two music over a single channel. Since then he's added additional Listeners with properly equipped areas of vital importance to modern marketers: merchandising and fm receivers are now able to receive media. stereophonic sound in their own In merchandising, he supervises sales training and sales pro- homes. This will not interfere with motion aids for manufacturers and their sales and dealer organi- normal reception on present -clay monophonic receivers. zations. In media, he's been active as a timebuyer for the past Leaders in the broadcast industry 18 months and directs buying activity for such major accounts as feel that this new development will Myzon (animal food and health products). give fm a tremendous boost, and will A fm, he sees marked signs of an be as important to the broadcasting long-time proponent of industry as stereophonic recording upturn in commerciai acceptance of the medium. In terms of was to the record business. this commercial appeal, "the fin picture lias been very encour- This is of great importance to the aging to those of us who believe in persuasive soft -sell. This type fm industry. It is equally important of copy, delivered straight by station announcers, has far outpulled lo present and prospective fm adver- the raucous and blatant commercials we have been forced to use so tisers. .\ concentrated selling program for this new method of receiv- frequently on am. ing fin (and such an expanded pro- "I hope fervently ?' he says, "that as fin operators continue to veer gram will break within the next few away from the classic fin image that they will continue to insist on weeks) , will increase the fm audi- There are as many, if not more, op- ence considerably and make this present soft -sell standards. medium an even more effective ad- portunities for creative selling within the soft -sell approach as in vertising buy. the present uninhibited am commercials." pal

8 U. S. FM August 1961

www.americanradiohistory.com ¡FM HIGHLIGHTS

STEREO: WAITING AND WATCHING An analysis of the status of stereo three months after the FCC approved the use of multiplexing shows a trend among broadcasters to look before they leap. Several stations have already converted to multiplexing, and according to a survey conducted by the National Associa- tion of Broadcasters, close to 80 sta- dons hope to broadcast stereo by the end of this year. But a host of other stations, who are interested in multiplexing and hope eventually to in- gall the necessary equipment, are Ilaying cautious for a number of asons. The major roadblocks are: ) the lack of fm receivers on the market, 2) the slow response of advertisers to stereo, and 3) the strin- gent FCC regulations governing the use of multiplexing. In a speech before a convention of radio retail dealers in Chicago, John F. Meagher, vice president for radio of the NAB, placed the burden of stimulating sales of fin receivers on the manufacturers and distributors. KETO Meagher called for an extensive pro - KGFM notion by KGMJ the makers and sellers of KING fm equipment to create a demand KLSN KMCS among the public for stereo re- KOL ceivers. KUOW KZAM "Fm licensees are going to be very reluctant to embark upon stereo broadcasting without full assurance of full cooperation from distributors SOLVING A COMMON PROBLEM and dealers in fm stereo receivers," he said. Meagher contended that Scraping up money to indulge in promotional advertising is a prob- the success of fm multiplexing "depends, in a large measure, upon how lem long familiar to fm stations. One solution is to combine forces, aggressively and cooperatively man - and this is exactly what the nine stations in the Seattle FM Broad- ufacurers, distributors and dealers are willing to work with fui broadcasting Assn. did to promote the sound of fm. They joined hands casters." with the Seattle Times to produce a special 12 -page supplement Reactions from manufacturers indicate that some are responding to devoted to fm. The stations provided ideas, articles and chipped in the call. Granco Products Inc. of for a portion of the advertising. The newspaper garnered the bulk .r ew Gardens, N. Y., a major maker f fm radios, was the first company of the ad copy, mostly from manufacturers and dealers in radios n to market new fin stereo sets, accord- and records who pushed nationally advertised equipment. ing to Henry Fogel, the firm's presi- :lent. Fogel explained that the com- I pany anticipated the FCC action and

U. S. FM August 1961 9 www.americanradiohistory.com FM HIGHLIGHT 5 Continued from preceding page

began producing the sets as soon as If these and other similar promo- for sunbathing; the abstract con- the approval for multiplexing came tions achieve the desired effect of cerned the complications resulting through. "This is a great new field creating a boom in fm receivers, from Addison's Disease and diabetes with tremendous potential," Fogel then it follows that advertising agen. occurring in the same patient; and said, "and we planned long ago to cies might take another look at fm. the interview featured a University waste no time in going to stereo the At present, most agency people, like of Michigan professor discussing moment it was approved." Fogel pre- many of the stations, are sitting back hospital costs. and waiting to see what happens. As In New York, \VRVR -FM predicts that stereo broadcasting 1611 a result, it will be sometime before sented another unusual specialized create a huge demand for stereo re- the significance of stereo can be ac- program last month: eight continu- ceivers in the same fashion that curately measured. ous hours of live folk music. The records off a boom in the stereo set program, aired from the station's phonograph According to Stations already sold on the idea industry. studios in the Riverside Church The- Granco, industry sources expect of converting to stereo are still faced mon- atre, featured a number of the coun- stereo sales in the next 12 months to with the obstacle of finding the ey to buy the equipment. The FCC try's top folk singers, including add $50 to $75 million to the $300 Theodore Bikel, Pete Seeger and million annual fm market. has laid down strict requirements for the quality of equipment. Dur- Oscar Brand. The station enjoyed Many people in all phases of radio ing the EIA symposium, Robert E. the project so much that it plans a are still fuzzy about the new types of Lee, FCC commissioner, explained second live eight -hour show this 16l1 fm equipment. In an effort to fa- that "the commission is requiring the month. This time it present miliarize the industry with stereo stations broadcasting this new tech- solo and chamber music. fm, the Electronic Industries Assn. nique to adhere to very high stand- Two fm milestones occurred last held a symposium on stereo at this ards in order to provide the public month. In New York, WNCN hired year's music show in Chicago. The with the type of service that they are a performer at what the station calls EIA brought together leading fig- entitled to expect from this new and the highest salary ever paid a talent ures in the field of radio, including probably relatively expensive equip- in the history of independent fm sta- Meagher and Robert E. Lee, FCC ment. All this will go to naught if tions. The performer is Galen commissioner; prepared a booklet the receiving equipment does not Drake, a veteran radio personality called, "A new world of broadcast match those high standards and I long associated with \VOR New sound -the facts about fm stereo;" hope the heat of competition will not York. Drake was given a three -year and staged a demonstration of fm result in killing the goose that will contract and will broadcast three stereo transmission and reception. lay a beautiful golden egg." shows daily. \VNCN, flagship of the L. W. Sandwick, vice president of Concert Network, also plans to sign Pilot Radio Corp., believed the sym- up several other well- known radio posium was notable because it was PROGRAMING performers. All the shoes will also the first time the electronics industry be carried by the network's other The idea of programing to a highly had a factual re- three outlets: WHCN Hartford, arranged for "full specialized audience continues to port" on a new the time WXCN Providence, and WBCN advance at catch on with stations throughout of its introduction. Boston. In Detroit, WDTM-FM the country. In Detroit, \VDTM believes it is A further indication of industry started a medical news service ex- the first fm -only station to send a re- interest in stereo is the announce- pressly for doctors. Prepared in co- porter overseas. The station's cor- ment that fin stereo broadcasting operation with the Michigan State respondent, Dan Price, will travel will be the central theme of the 1961 Medical the service is pro- Society, through England, France, Germany Delaware Valley high fidelity music gramed as a series of segments in- and Switzerland, taping interviews show in Philadelphia (luring late serted each Tuesday between noon with government and business lead- October. According to Harry Bort- and 3:05 in the station's regular mu- ers, as well as the man on the street. nick, the show's director, it will have sic presentations. The segments in- the largest and most concentrated clude announcements of the coming BUYING FM advertising and promotional budget week's medical events, a five- minute ever allocated for this type of activ- report of current medical news, two A co-ordinated schedule of 2,366 spot ity in the Delaware Valley area. All 90- second interpretive medical fea- announcements on five New England media, including newspapers, radio, tures, a five- minute medical abstract, 1m stations lias been bought by fxisters, direct mail, cal> signs. trolley and an interview with a medical au- Monks' Bread. The company pur- and billboard displays and promo- thority. In the first broadcast, the chased the schedule after a trial tional tic -ins tlirongli store exhibits, two interpretive features were on flight over WPFM-FM Providence. will advertise the show. glaucoma and common sense rules during which sales increased more

196 L 10 U. S. F.uI August www.americanradiohistory.com than 13 percent in the first 20 weeks. No other medium was used. Monks FM STATION KEY originally tried fin at the suggestion of Professor Roger Washburn of The statistical and factual data contained in this summary are taken Harvard University's Graduate from reports submitted to us by fm stations. They are believed by us School of Business Administration, to be accurate and reliable. Any questions for further information after experiencing disappointing re- should be directed to the individual station. This issue of u. s. risi in- from mass media advertising. sults cludes returns from 495 fm stations. The FM station key will be aug- Livingstone Advertising, Inc. agency mented each month as new or additional information is reported by for the premium -priced bread developed a series of 10 different pieces fm operations. See box below for abbreviations. Stations not listed are of copy read by male and female an- asked to send in the same information which appears below. nouncers over the same Bach organ prelude. This was designed to in- sure variety and still establish product identification with the musical background. Increased sales and lis- Abbreviations tener response encouraged the agen- Rep.- representative; ERP- effective radiated power; pen. -penetration; prog. -pro- cy to expand into other fm markets. graming; where there is an am affiliate, sep.-refers to the fm being separately pro- In addition to renewing schedules gramed and dup. refers to the {m station duplicating the am programing; el- on WPFM -FM, the agency has classical; con- concert; op- opero; s -cl- semi -classical; pop-popular; st- standards; placed schedules with WXHR -FM shw -show; Ilk -folk; jz-ian; nws -news; wthr- weather; dr- drama; intvw- inter. view; cmtry- commentary; rel- religious; sprts- sports; educ -educational program- and WCRB -FM Boston, WTAF-FM ing; disn-discussion. Worcester and WCCC -FM Hartford.

CHEAPER BY FM Several significant facts relating to the economy of advertising on fm ALABAMA ARIZONA were reported in a Pulse survey of Albertville Tucson the WLDM -FM listening area in De- WAVU -FM (Am: WAVU) KFMM troit, which the National Assoc. of Counties: 15; ERP: 4,700 w National Rep.: Good Music Broadcasters Prog. (Dup.): Pop, nws, wthr, sorts Counties: 3; ERP: 7,200 w Broadcasters recently released. The Prog: Cl, con, s -cl, st, dr t study showed that it costs an adver- Birmingham WAPI -FM (Am: WAPI) n tiser 20 cents per 1,000 listeners for National Rep.: Henry I. Christal ARKANSAS N a one -time one -minute announce- Counties: 47; ERP: 72,000 w Jonesboro Prog. ment on WLDM -FM during an aver- (Dup.) KBTM -FM (Am: KBTM) age quarter-hour. Extending this WCRT-FM (Am: WCRT) National Rep.: Burns -Smith National Rep.: Weed ERP: figure basis of the station's 8,000 w on the Counties: 42; ERP: 48,800 w Prog. (Dup.): St, spits, nws, wthr, con monthly cumulative audience, the Prog. (Sep.); Cl, s -cl, st, shw Little Rock WJLN (Am: WJLD) cost per 1,000 listeners comes to less KMMK National Rep.: Forloe Counties: 52; ERP: 31,000 w than seven cents. Counties: 28; ERP: 23,000 w Prog.: Music The station compared this amount Prog. (Dup.) Osceola to the cost of conducting a direct WSFM National Rep.: Walker -Rawalt KOSE -FM (Am: KOSE) mail advertising campaign. Accord- ERP: 20,000 w Counties: 12; ERP: 2,200 w ing to the station, the price of post- Proq. (Sep.): CI, s -cl, st, pop, spits Decatur age used to reach the same number Pine Bluff WHOS -FM (Am: WHOS) KOTN -FM (Am: KOTN) of homes that is touched by WLDAI- Counties: 6; ERP: 2.35 kw Counties: 19; re Prog. (Sep.): St, pop, shw, cl, spits ERP: 3,200 w FM in an average quarter hour is Proq. (Dup.): S -cl, st, shw, con, pop Or more than five times the cost of ad- Montgomery iel vertising on the air. Adding 15 cents WAJM-FM CALIFORNIA m National Rep.: Heritage Representatives for printing and addressing, the cost Alameda re Prag.: Con, op, shw, fik, j= of a direct mail campaign balloons WFMI KJAZ ad Counties: 14; ERP: 10,000 w to more than 19 times the fee for a National Rep.: Albert Chance tl Prog.: Con, op, s-cl, st, show Counties: 6; ERP: 1,000 w one -minute commercial over WLDM - Prog.: Jr Sylacauga FM. The one-time rate for a minute WMLS-FM (Am: WMLS) Beverly Hills announcement on \VLDNI -FM is $25, KCBH u Counties: 4; ERP: 693 w as compared to an estimated $480 Prog. (Sep.): St, shw, pop, wthr, cl National Rep.: Walker -Rawalt m Counties: 8; ERP: 75,000 w for the direct mailing. Market Pen.: 48.9% (Pulse) bt The station contends that the ALASKA II, Prog.: Cl, con, s -cl, op, shw iur Pulse study bears out previqus sur- Anchorage El Cajon n veys which indicated a 50 percent KTVA -FM (Tv: KTVA) KUFM ERP: 750 w Counties: I; ERP: 3.5 kw fm penetration in the Detroit area. Prog.: Cl, con, op, s -cl, shw Prog.: Cl. con, oo, s -cl, nws

U. S. FM e August 196] 11 www.americanradiohistory.com (FOR ABBREVIATIONS, SEE BOX, P. 111 FM STATION KEY (Continued) KNOB KM

National Rep.: Modern Media Fm Sale Counties: I ; ERP: 56,000 w Fresno Counties: 7; ERP: 79,000 w National Rep.: Walker -Rawalt KRFM (Am: KFRE) Market Pen. 49.1% (Pulse) Market Pen.: 40% (Pulse)

Counties: 12; ERP: 70,000 w Prog.: ¡z Prog.: St, shw, flk, pop, s -cl Prog. (Sep.): St, pop, s -cl, cl, shw KPOL -FM (Am: KPOL) KPRI National Rep.: Paul H. Raymer National Rep.: Fine Music Hi Glendale -Fi Broadcasters Counties: 3; ERP: 38 kw Counties: I; ERP: 25,000 w KUTE Market Pen.: 48.97. (Pulse) Market Pen.: 42.5% (Pulse) Prog. (Dup.): S -cl, shw, st, nws Counties: 7; ERP: 23,800 w Prog.: Pop, st, shw, cl, s -cl Prog.: Shw, s -cl, pop, nws, wthr KRHM San Fernando Counties: 8; ERP: 58,000 w Indio -Palm Springs Market Pen.: 48.9% (Pulse) KVFM KCHV.FM (Am: KCHV) Prog.: Pop, st, jz, flk, shw Counties: I; ERP: 860 w National Rep.: Tracy Moore and Hal Holman Market Pen.: 48.7% (Pulse) Counties: 2; ERP: 25,000 w Oxnard Prog.: Pop, st, shw, s -cl, disn Prog.: Pop, st, con, flk, shw KAAR (Am: KOXR) San Francisco National Rep.: Forjoe Los Angeles KAFE Counties: 2; ERP: 10,000 w National Rep.: QXR Network KBIQ (Am: KBIG) Prog. (Sep.): Nws, cl, shw, s-cl, st National Rep.: Weed ERP: 100 kw Prog.: CI, op, s -cl, shw, nws Counties: 7; ERP: 110,600 w Riverside Market Pen.: 48.9% (Pulse 6/59) KDUO KBAY Prog. (Sep.): St, pop, jz, shw, flk National Rep.: Good Music Broadcaster National Rep.: Heritage Stations Counties: w KFMU Counties: 5; ERP: 72,000 w 8, ERP: 30,000 Market Pen.: 47.3% (Pulse) National Rep.: Heritage Stations Market Pen.: 50% (Pulse 1958) Prog.: CI, con, op, ¡z Counties: 3; 58 kw Prog.: S -cl, cl, con, op, rel Market Pen.: 31.3% (Polite 1960) KPLI KDFC Prog.: CI, con, op, nws, jz ERP: 1,570 w National Rep.: Walker. Rawalt ERP: 33,000 w KHOF -FM Prog.: S -cl, st, shw, nws, wthr KEAR Counties: 8; ERP: 100,000 w Sacramento Prog.: Rel, nws, wthr, dr, intvw. Counties: 24; ERP: 82,000 w KCRA -FM (Am: KCRA) Market Pen.: KMLA 47.3% (Pulse 9/57) National Rep.: Petry Prog.: Rel, intvw, disn, educ, wthr National Rep.: Albert Chance Counties: 14; ERP: 1 1,000 w Counties: 6; ERP: w KOBY -FM (Am: KOBY) 60,000 Prog. (Sep.): St, pop, cl, con, shw Market Pen.: 48.9% (Pulse) National Rep.: Peters, Griffin, Woodward Prog.: Con, shw, st, nws, pop KHIQ Counties: 10; ERP: 10,500 w National Rep.: Albert Chance Prog. (Dup.): S -cl, st, pop, shw, nws KNBC -FM (Am: KN8C) Counties: 14; ERP: 17,300 w National Rep.: NBC Spot Sales KPEN Prog.: S -cl, cl, nws, wthr, rel Counties: 9; ERP: 45,000 w National Rep.: Fine Music Hi -Fi Broadcasters Prog. (Dur.): Nws, st, shw, wthr, intvw KJML Counties: 8; ERP: 120,000 w National Rep.: Walker -Rawalt Market Pen.: 47.3 °f, (Pulse)

Counties: 5; ERP: 2,700 w Prog.: CI, s -cl, pop, st, shw Tlr':";' nllpli9illüNm291PIR8 Prog.: CI, con, shw, s -cl, comtry KSFR KSFM National Rep.: Good Music Broadcasters National Rep.: Meeker Co. ERP: 100,000 w Denver's Most Powerful ERP: 60,000 w Market Pen.: 48% (Pulse 1958) KXRQ San Jose National Rep.: W. S. Grant FM Station KRPM Counties: I I; ERP: 35,000 w Counties: I; ERP: 4 kw Prog.: Pop, ¡z, shw, s -cl, flk Prog.: CI, s -cl, op, flk, cmtry Salinas KSJO KSBW -FM (Am: KSBW) Counties: 16; ERP: 1,500 w Prog.: St, shw, s -cl, con KDEN Counties: 6; ERP: 18.5 kw Prog. (Sep.): CI, pop, s -cl, con, op San Luis Obispo 99.5 Megacycles San Bernardino KATY -FM (Am: KATY) National Rep.: Meeker in the KFMW Serving 63,117" homes Counties: 3; ERP: 3.8 kw National Rep: Heritage Stations Prog. (Sep.): S -cl, st, con, nws, cmtry Denver Metropolitan area. Counties: 8; ERP: 30,000 w Market Pen.: 31.3% (Politz 1960) Santa Barbara KDEN -FM is a Heritage Good Proq.: CI, con, op, nws, ¡z KRCW Rep.: Walker -Rawalt Music Station, programming 18 San Diego National Counties: 3; ERP: 18 kw KFMB -FM (Am: KFMB) hours Prog.: Educ, op, shw, st, con of music daily -music de- National Rep.: Petry signed for our listeners' taste. ERP: 18400 w COLORADO Market Pen.: 39.4% (Pulse 10/59) Prog.: St, shw, nws Colorado Springs KDEN -FM KFMX KFMH National Rep.: Heritage Representatives Counties: 26; ERP: 23,000 w 30,000 Watts Counties: 1; ERP: 30,000 w Market Pen.: 25% (Pulse 3/60) Market Pen.: 40% (Pulse) Prog.: CI, con, s -cl, st, nws, shw, ji, wthr 1601 West Jewell Avenue Prog.: Con, op. shw, flk, ¡z Denver Denver 23, Colorado KFSD -FM (Am: KFSD) National Rep.: QXR Network KDEN -FM (Am: KDEN) National or contact Counties: 8; ERP: 100,000 w Rep.: Heritage Representatives Market Pen.: 39% (Pulse) Counties: 10; ERP: 30,000 w Market Pen.: (Pulse 6/60) International Good Musk Prog. (Sep.): CI, con, s -cl, st, op 38.5/, KGB -FM (Am: KGB) Prog. (Sep.): Con, op, shw, flk, ¡z New York - Chicago - Los Angeles National Rep.: H -R KOA -FM (Am: KOA) Counties: 1; ERP: 37,000 w National Rep.: Christel Pulse, Inc., June, 1960 Market Pen.: 39.4% (Pulse 10/59) ERP: 57,000 w Prog.: St, pop, s -cl, cl, shw Prog. (Dup.)

U. S. FM August 1961

www.americanradiohistory.com r'

(FOR ABBREVIATIONS, SEE BOX, P. 11)

FM STATION KEY (Continued) WFAN Orlando National Rep.: United Broadcasting WHOO -FM (Am: WHOO) Grand Junction ERP: 20,000 w National Rep.: Hollingbery music KREX -FM (Am: KREX) Prog.: Latin American Counties: 9; ERP: 59,000 w National Rep.: Heritage Representatives WGAY (Am: WQMR) Prog. (Sep.): CI, con, s -cl, st, ¡z, nws, wth. 3 kw National Rep.: Spot Time Sales Counties: 5; ERP: Pensacola Market Pen.: 29% (Pulse 1961) ERP: 20,000 w Proq. (Sep.): Op, con, shw, flk, ¡z Prog. (Dup., Sep.): S -cl, st, shw, nws, wthr WPEX National Rep.: Good Music Broadcasters, WGMS -FM (Am: WGMS) Springs Western FM Sales Manitou National Rep.: Avery -Knodel Counties: 5; ERP: 2,500 w KCMS -FM (Am: KCMS) Counties: 23; ERP: 20.000 w Prog.: CI, s -cl, st, shw, iz National Rep.: Fm Media Prog.: CI, con, op, s -cl, nws w ERP: 22,000 WJMD Sarastota Market Pen.: 25% (Pulse 3/60) ERP: 20,000 w WYAK Prog. (Dup.): Shw, con, st, s -cl, ¡z Prog.: S -cl, shw, con, nws, wthr National Rep.: George Hopewell WMAL -FM (Am: WMAL) Counties: 9; ERP: 2,750 w CONNECTICUT National Rep.: Heritage Stations Proq: Pop, st, shw, s -cl, cl Brookfield Counties: 27; ERP: 20,000 w Tampa WGHF Market Pen.: 40.3% (Pulse 1959) Proq. (Sep.): CI, con, s -cl, shw, nws National Rep.: Fine Musk Hi -Fi Broadcasters WDAE -FM (Am: WDAE) National Rep.: Katz Counties: 7; ERP: 20 kw WTOP -FM (Am: WTOP) 65,000 w Market Pen.: 39.7% (Pulse 12/58) National Rep.: CBS Spot Sales Counties: 16; ERP: Prog. (Dup.): St, shw, flk, con Prog.: Mood, st, s -cl, ¡z, cl ERP: 20 kw Prog.: S -cl, st, cl, pop, nws WFLA -FM (Am: WFLAI Fairfield WWDC -FM (Am: WWDC) National Rep.: John Blair WJZZ National Rep.: Blair Counties: 34 ERP: 46,000 w Counties: 20; ERP: 9,000 w Counties: 12; ERP: 20 kw WPKM Prog.: Jz Market Pen.: 40.3% (Pulse 1959) National Rep.: Good Music Broadcasters Prog. (Sep.): Scl, st, cl, pop, nws Counties: 7; ERP: 10,500 w Hartford Prog.: Pop, st, shw, s -cl, jz WCCC -FM (Am: WCCC) National Rep.: QXR Network Counties: 7; ERP: 6.8 kw FLORIDA GEORGIA s con, shw, ¡z Prog.: CI, -cl, Coral Gables Athens WDRC -FM (Am: WDRC) WGAU -FM (Am: WGAU) WVCG -FM (Am: WVCG) National Rep.: Peters, Griffin, Woodward National Rep.: John E. Pearson National Rep.: Broadcast Time Sales Counties: 12; ERP: 20,000 w Counties: 25; ERP: 4,400 w Counties: 7; ERP: 18.5 kw Prog.: Pop, nws Prog. (Dup): Std, ¡z, nws, shw, wthr Prog. (Dup.): Con, s -cl, nws, cl, wthr WHCN Atlanta ERP: 7,000 w Fort Lauderdale -FM Market Pen.: 39.7% (Pulse 11/58) WGKA (Am: WGKA) WFLM National Rep.: Good Music Broadcasters Prog.: CI, con, s -cl, op, shw National Rep.: Fine Music Hi -Fi Broadcasters Counties: 10; ERP: 9.4 kw WTIC -FM (Am: WTIC) Counties: 3; ERP: 18,000 w Prog. (Sep.): CI, s -cl, shw, op, flk National Rep.: Christal Prog.: St, cl, s -cl, shw, op ERP: 8 kw WKLS WWIL -FM (Am: WWIL) National Rep.: Prog.: CI, con, op, s -cl, shw Walker -Rawalt National Rep.: Rambeau- Vance- Hopple Counties: 34; ERP: 6,400 w Meriden Counties: 5; ERP: 31,000 w prog.: S -cl, st, shw wthr WBMI Prog. (Sep.): St, s -cl, con, shw, ¡z WPLO -FM (Am: WPLO) National Rep.: Heritage Representatives ERP.: 20,000 w Fort Pierce Prog.: Si, s -cl, shw, con Counties: 82 WARN -FM (Am: WARN) Prog.: Con, op, shw, flk, ¡z New Haven National Rep.: Continental WSB -FM (Am: WSB) WNHC -FM (Am: WNHC) Counties: 4; ERP: 1,300 w National Rep.: Petry Con, pop, ¡z, nws National Rep.: Daren McGavren Prog.: Counties: 204; ERP: 49,000 w Counties: 3; ERP: 12,500 w WIRA -FM (Am: WIRA) Prog. (Dup. & sep.): Pop, st, nws, wthr, intvw National Rep.: United Spot Sales Prog. (Sep.): Con, cl, s -cl, shw, op Counties: 3; ERP: 2.63 kw Augusta Stamford Prog. (Dup. /Sep.): CI, con, op, pop, st WAUG -FM (Am: WAUG) ERP: 9,000 w WSTC -FM (Am: WSTC) Jacksonville Proq. (Sep.): CI, s -cl, pop National Rep.: Everett- McKinney WMBR -FM (Am: WMBR) WBBQ -FM (Am: WBBQ. Counties: I; ERP: 650 w National Rep.: Everett McKinney Pen.: National Rep.: John Blair Market 30% (Pulse) Counties: 31; ERP: 19,300 w Prog. wthr, pop, con Counties: 9; ERP: 40,000 w (Dup.): NV's, shw, Prog. (Dup., Sep.): St, pop, nws, sports, intvw Prog. (Sep. after 4 pm): Pop, st DELAWARE Columbus Gainesville WRBL -FM (Am: WRBL) Wilmington WRUF -FM (Am: WRUF) National Rep.: Hollingbery WDEL -FM (Am: WDEL) National Rep.: Thomas Clark Counties: 50; ERP: 21.2 kw National Rep.: Meeker Counties: 16; ERP; 12,000 w Prog. (dup.): St, cl, con, op, disn Market Pen.: 31.7% (Pulse 1956) Counties: 21; ERP: 20 kw Gainesville Market Pen.: 37.6% (Pulse 5/60) Prog. (Sep.): Op, st, con, shw, cl WDUN -FM (Am: WDUN) Prog. (Sep.): CI, s -cl, pop, shw, nws Miami National Rep.: Thomas WJBR Clark Counties: I 1 ; ERP: 300 w National Rep.: Fine Music Hi -Fi Broadcasters WKAT -FM (Am: WKAT) Prog. (Dup.): Pop, nws Counties: 22; ERP: 20,000 w Counties: 7; ERP: 17,575 w Market Pen.: 44.5% (Audience Analysts) Prog. (Dup.ISep.): CI LaGrange Prog.: S -cl, st, nws, cl, wthr WWPB WLAG -FM (Am: WLAG) Network National Rep.: QXR National Rep.: Indie Sales Counties: 5; ERP: 9, 200 w DISTRICT OF COLUMBIA Counties: 8; ERP: 2.3 kw Prog.: CI, s -cl, con, st, shw Prog. (Sep.): St, nws, shw, wthr WASH (Am: WDON) spits, r National Rep.: QXR Network Miami Beach Marietta Counties: 37; ERP: 15,000 w WMET -FM (Am: WMET) WBIE -FM (Am: WBIE)

. Market Pen.: 41% (Pulse 12/56) Counties: 4; ERP: 13,000 w Counties: 21; ERP: 3.5 kw Proq. (Sep.): Cl, con, s -cl, shw, nws Prog. (Dup.): Pop, st, shw, ¡z, nws Prog. (Dup.): Pop, st, shw, spits, nws

U. S. FM August 1961 13

www.americanradiohistory.com (FOR ABBREVIATIONS, SEE BOX, P. 11)

FM STATION KEY (Continued) WSBC -FM (Am: WSBC) Rock Island National Rep.: Devney- O'Connell, FM WHBF -FM (Am: WHBF) Newnan Unlimited National Rep.: Avery- Knodel w WCOH -FM (Am: WCOH) Counties: 5; ERP: 27,400 Counties: 14; ERP: 39 kw Prog. (Sep.): CI, flk, jz, dr. nws National Rep.: Bernard Ochs Prog. (Sep.): Con, s -cl, st, shw Counties: II; ERP: 330 w WXFM Prog. (dup.): Nws, wthr, st, pop, cl ERP: 32,000 w Springfield Prog.: CI, s -cl, pop, st, shw WTAX -FM (Am: WTAX) Savannah National Rep.: Gill -Perna Counties: 12; ERP: 6.7 kw WTOC-FM (Am: WTOC) Decatur National Rep.: Avery- Knodel Prog.: (Sep. early evenings) Counties: 24; ERP: 8 kw WSOY -FM (Am: WSOY) Prog. (Dup.) National Rep,: Weed Counties: 19; ERP: 30,000 w Toccoa INDIANA Prog. (Dup.): St, shw, nws, s -cl, cl WLET-FM (Am: WLET) Bloomington National Rep.: Thomas F. Clark Effingham WTTV (Am: WTTS) Counties: 10; ERP: 730 w National Rep.: Meeker Prog. (Dup.): Nws, st, sprts WSEI Counties: 54; ERP: 37.2 kw ERP: 20 kw Prog. (Dup.): St, nws, ilk, spits, cl Dup. programming of WSOY -FM Decatur IDAHO Columbus Boise Elgin WCSIFM (Am: WCSI) KBOI -FM (Am: KBOI) WRMN -FM (Am: WRMN) National Rep.: Thomas Clark Counties: 17; ERP: 17.5 kw National Rep.: Devney - McConnell Counties: 12; ERP: 760 w Prog. (Dup.) Counties: 5; ERP: 1,000 w Prog. (Sep.): St, shw, sprts, s -cl Prog. (Sep.): CI, con, s-cl, st, nws Caldwell Elkhart KCID -FM Evanston WTRC -FM (Am: WTRC) National Rep.: Heritage Representatives WEAW -FM (Am: WEAW) National Rep.: Branham shw, flk, jz Prog: Op, con, National Rep.: Good Music Broadcasters Counties: 13; ERP: 9.7 kw Counties: 6; ERP: 180,000 w Lewiston Prog. (Dup.) Prog. (Sep.): S -cl, st, shw, con, nws KOZE -FM (Am: KOZE) Evansville National Rep.: Gill -Perna Harrisburg WIKY -FM (Am: WIKY) ERP: 903 w Counties: 6; WEBQFM (Am: WEBQ) National Rep.: John Pearson Prog. (Sep.): S -cl, sf, shw, ¡z, nws Counties: I I ; ERP: 4,200 w Counties: 34; ERP: 36 kw Prog. (Sep.): Spris, nws, wthr, educ, cl Prog. (Dup.): St, shw, s -cl, con, cl ILLINOIS Jacksonville Fort Wayne Anna WLDS -FM (Am: WLDS) WPTH -FM WRAJ -FM (Am: WRAJ) National Rep.: Holman Counties: 20; ERP: 44.4 kw National Rep.: Bernard Howard Counties: 5; ERP: 9 kw Prog.: St, shw, pop, jz, s -cl Counties: 6; ERP: 1,000 w Prog. (Dup.): Sorts, pop, nws, st, pub. sevc. Hammond Prog. (Sep.): Sf, pop, nws, wthr. sprts Joliet WYCA Counties: 5; ERP: 31,000 w Bloomington WJOL -FM (Am: WJOL) Prog.: Rel, nws, s -cl, spits, wthr WJBC -FM (Am: WJBC) National Rep.: Pearson National Rep.: John Pearson Counties: 7; ERP: 1,000 w Indianapolis 13; ERP: 15,300 w Counties: Prog. (Sep.): St, nws, pop, s -cl, cl WAIV Prog. (Dup.): St, pop, shw, nws, wthr Litchfield ERP: 4.6 kw Prog.: Jz, cl, flk, cmtry Champaign WSMI -FM (Am: WSMI) WFBM -FM (Am: WFBM) WDWS -FM (Am: WDWS) Counties: 6; ERP: 6,100 w Counties: 50; ERP: 51,875 w Counties: I I; ERP: 27,000 w Prog. (Sep.): St, nws, sprts Prog. (Sep.): Pop, st, shw, nws, ¡r National Rep.: Welker -Rawalt Mattoon Prog. (Sep.): St, s -cl, cl, jz, crntry Chicago WLBH FM (Am: WLBH) WFMS WCLM National Rep.: Hal Holman ERP: 4.5 kw ERP: 60,000 w Counties: 12; ERP: 23,000 w Prog.: St, shw, pop, s-cl, cl Prog: S-cl, ¡z, st, haweiian Prog. (Dup.) WIBC -FM (Am: WIBC) WDHF Mt. Carmel Counties: 40; ERP: 24,000 w Counties: 9; ERP: 52,000 w Prog. (Sep.): CI, s -cl, con, jz, op Market Pen.: 42.4% (Pulse 10/59) WSAB (late fall start) Prog: Pop, shw, s -cl, st, flk Counties: 12; ERP: 37.4 kw Madison WFMF Prog.: S -cl, cl, con, st, shw WORX -FM (Am: WORX) National Rep.: Walker -Rawalt Mt. Vernon National Rep.: Hil Best Counties: 15; 33,000 w Counties: 6; ERP: w WMIX -FM (Am: WMIX) 350 Prog.: St, s -cl, shw ¡z, nws Prog. (Dup.): St, s -cl, sprts, shw, con National Rep.: John E. Pearson WFMT Counties: 40; ERP: 50,000 w Marion Counties: 38; ERP: 29,500 w Prog. (Dup. days, sep. nights): Pop, st, nws, WMRI -FM (Am: WMRI) Market Pen.: 42.4% (Pulse 10/59) spits National Prog: CI, op, dr, nws. intvw Rep.: Burn -Smith Counties: w WJJD -FM (Am: WJJD) Paris 27; ERP: 31,000 Prog. (Sep.): S -cl, sf, shw, nws, sprf National Rep.: Heritage Representatives WPRS -FM (Am: WPRS) Counties: 141 Counties: 7; ERP: 1,000 w Muncie Prog.: Con, op, shw, ilk, jz Prog. (Dup.): St, shw, pop, nws, wthr WMUN (Am; WLBC) WKFM Quincy National Rep.: Hal Holman National Rep.: Modern Media Fm Sales Counties: 17; ERP: 14.4 1w Counties: 38; ERP: 50.000 w WGEM -FM (Am: WGEM) Prog. (Sep.): Programatic Market Pen.: 42.4% (Pulse) ERP: 8.9 kw Prog.: St, s -cl, shw, nws, wthr Prog. (Dup.) Richmond WNIB WTAD -FM (Am: WTAD) WKBV -FM (Am: WKBV) Counties: 10; ERP: I I kw National Rep.: Branham Nat;onal Rep.: Everett- McKinney Market Pen.: 42.4% (Pulse) Counties: 23; ERP: 27 kw Counties: 20; ERP: 23.000 w Prog.: CI, con, ¡z, op, shw Prog. (Dup.) Prog. (Sep.): Pop, s -cl

1961 l l U. S. /',1f August www.americanradiohistory.com (FOR ABBREVIATIONS, SEE BOX, P. 1 ii FM STATION KEY (Continued) Louisville MARYLAND WLVL Annapolis WGLM National Rep.: Walker- Rawelt WXTC (Am: WANN) Counties: 23; ERP: 32,000 w 16; ERP: 35,000 w Counties: Counties: 25; ERP: 20,000 w Prog.: CI, con, s -cl, st, ¡z Prag.: CI, pop, s -cl, shw, flk Prag. (Sep.): CI, con, s -cl, pop, st Terre Haute Mayfield Baltimore WTHI -FM (Am: WTHI) WNGO -FM (Am: WNGO) WAQE -FM (Am: WAQE) National Rep.: Bolling Counties: 5; ERP: 600 w National Rep.: Good Music Broadcasters Counties: 20; ERP: 7,400 w Prog. (Dup.): Pop, st, nws, wthr, sprts Counties: 33; ERP: 20,000 w Prog. (Sep.): CI, con, op, s -cl, pop Prag. (Sep.): S -cl, shw, st Owensboro WBAL -FM (Am: WBAL) Warsaw WOMI -FM (Am: WOMI) National Rep.: Spot Time Sales WRSW -FM (Am: WRSW) National Rep.: Everett- McKinney Counties: 33; ERP: 20,000 w Prag. Counties: 60; ERP: 34,000 w Counties: 14 (Sep.): CI, scl, shw, flk, ix WCAO -FM (Am: WCAO) Prog. (Dup.): CI, con, s -cl, pop, nws Prag. (Dup.): CI, con, op, nws, sprts National Rep.: Heritage Stations Washington Paducah Counties: 23 WFML (Am: WAMW) WKYB -FM (Am: WKYB) WFMM National Rep.: -Rawalt National Rep.: Hil Best National Rep.: Bolling Walker Counties: ERP: 20,000 w Counties: 14; ERP: 14,000 w Counties: 40; ERP: 32,000 w 30; Prog.: S Prog. (Dup.): Sprts, nws, st, pop, shw Prag.: S -cl, pop, st, nws -cl, st, flk, cl, op WITH -FM (Am: WITH) LOUISIANA National Rep.: QXR Network IOWA Counties: 31; ERP: 20,000 w Baton Rouge Market Pen.: 33.7% (Pulse) Des Moines WBRL (Am: WJBO) Prog. (Sep.): C. con, nws, op, scl KDMI Counties: 64; ERP: 2,450 w WRBS ERP: 115,000 w Prag. (Dup.): Cl. s -cl, pop, st, nws, wthr National Rep.: Fine Music HiFi Broadcasters Prag.: Rel, sacred, nws, wthr, cl Counties: 30; ERP: 20.000 w

KNDR New Orleans Prag.: CI, s -cl, st, nws. wthr National Rep.: Heritage Representatives WDSU -FM (Am: WDSU) Havre De Grace Prog.: Con, op, shw, ilk, jz National Rep.: John Blair WHO -FM (Am: WHO) WASA -FM (Am: WASA) ERP: 42.000 w National Rep.: Peters, Griffin, Woodward Counties: 5; ERP: 3,000 w Pen.: ERP: 25 kw Market 24.1% (Pulse) Prag. (Dup. days, sep. nights): St, pop, shw, Prog. (Dup.): Pop, st, Prog. (Sep.): St, pop, shw, scl, nws shw, con, cl,s -cl, nw: nws, wthr WWMT Westminster Muscatine National Rep.: Good Music Broadcasters Counties: 17; ERP: 48,000 w WTTR -FM (Am: WTTR) KWPC -FM (Am: KWPC) Counties: 5; ERP: 4,600 w Prog.: St, s shw, cl. National Rep.: Venard, Rintoul & McConnell -cl, con Proq. (Dup.): St, s -cl, pop, nws. wthr Counties: 7; ERP: 780 w Shreveport Prag. (Sep.): Sprts, con, s -cl, nws, st KBCL -FM (Am: KBCL) Sioux City National Rep.: George T. Hopewell Counties: 9; ERP: 3.6 kw KDVR Prag.: (Sep., nights): CI, con, s -cl, st Counties: 11; ERP: 3,000 w KWKH -FM (Am: KWKH) Prog.: CI, s -cl, ¡z, nws, wthr National Rep.: Henry I. Christa) Counties: 6; ERP: 17,000 w KANSAS Prag (Dup.): Pop, flk, nws, sprts, wthr Salina KAFM MAINE Counties: 9; ERP: 3.6 kw Augusta Prag.: CI, con, s -cl, pop, st WFAU -FM (Am: WFAU) National Rep.: Devney /Daren F. McGavren Topeka Counties: 10; ERP: 4,845 w KTOP -FM (Am: KTOP) Prog. (Sep.): CI, con, s -cl, st, shw National Rep.: Heritage Bangor Counties: 1; ERP: 3,200 IjdiAls.1401is Prog. (Sep.): CI, con, op, nws, ¡x WABI -FM (Am: WABI) KTC P- F M National Rep.: George P. Hollingbery National Rep.: Heritage Representatives Counties: 7; ERP; 6,100 w Prog.: Con, op, shw, flk, jz Prag. (Sep. nights): St, cl, shw, con, nws Wichita Caribou Mid- America's KFH -FM WFST -FM (Am: WFST) Rep.: Devney and Counties: 12; ERP: 10.6 kw National O'Connell Prog. (Dup.) Daren F. McGavren most powerful Counties: 2; ERP: 250 w Prag. (Dup.): Shw, st, s -cl, con, nws FM station KENTUCKY Lewiston Henderson WCOU -FM (Am: WCOU) WSON -FM (Am: WSON) National Rep.: Devney- O'Connell Counties: 14; ERP: 22,000 w Counties: 8; ERP: 13,800 w Prag. (Dup. /Sep.): Sprts, rel, educ, disn Prog. (Sep. nights): CI, shw, con, s -cl, op Hopkinsville Poland Spring WKOF (Am: WKOA) WMTW -FM VW-A c`J-13mc Counties: 10; ERP: 3.73 kw Counties: 36; ERP: 49.1 kw "GOLDEN SOUND OF THE Prog. (Sep.): Pop, st, shws, nws, sprts Prag.: CI, con, s -cl, op, nws MIDDLEWEST" 0 000 Lexington Portland WLVK -FM WLOB -FM (Am: WLOB) TIME -LIFE STATION National Rep.: Heritage Representafves Counties: 4; ERP: 3,700 w Prag.: Op, con, shw, flk, js Proq. (Sep.): Programatic

U. S. FM August 1961 15

www.americanradiohistory.com (FOR ABBREVIATIONS, SEE BOX, P. 11) FM STATION KEY (Continued) Detroit Minneapolis WABX KWFM MASSACHUSETTS Counties: 14; ERP: 36,400 w National Rep.:Walker -Rawalt, QXR Network Boston Prog.: CI, con, s -cl, op ERP: 22.5 kw WBCN WDTM Prog.: Cl, s -cl, jz, nws, st Counties: 3; ERP: 25,900 w National Rep.: Good Music Broadcasters WAYL Counties: ERP: w Market Pen.: 50.1% (Pulse 2/59) 20; 61,125 National Rep.: Thomas F. Clark Co. Prag.: Con, nws, cmtry, flk, shw Prog.: CI, con, s -cl, op, shw Counties: 8; ERP: 10 kw WBOS -FM (Am: WBOS) WJR -FM (Am: WJR) Prog.: St, shw, jz, flk, spoken word National Rep.: Weed National Rep.: Christal WLOL -FM (Am: WLOL) Counties: 6; ERP: 24,000 w Counties: 7; ERP: 15 kw National Rep.: Heritage Representatives nws, st Market Pen.: 50.1 % (Pulse 1959) Prog.: Cl, con, Counties: 49; ERP: 9.7 kw Frog. (Dup.): St, nws, con, cl, flk WLDM Prag. (Sep.): Con, op, shw, flk, jz WCOP -FM (Am: WCOP) National Rep.: Walker -Rawalt WPBC -FM (Am: WPBC) National Rep.: Heritage Representatives Counties: 27; ERP 165,000 w National Rep.: H -R Counties: 16 Prag.: St, shw, s -cl, cl, con ERP: 5.4 kw Prog.: Con, op, shw, flk, jz WMUZ Prag. (Sep. nights): Cl, con, s -cl, st, shw Market Pen.: 50.1% (Pulse, 12/60) Counties: 8; ERP: 115,000 w WCRB -FM (Am: WCRB) Prog.: Sacred music, s -cl, cl, rel, nws Saint Cloud National Rep.: Broadcast Time Sales WOMC (Am: WEXL) KFAM.FM (Am: KFAM) 20; ERP: 61,000 w ERP: 3.3 kw Counties: National Rep.: John E. Pearson Market Pen.: 50.1% (Pulse 2/59) Prog.: St, shw, s -cl, nws Counties: I I ; ERP: 15,000 w Prog. (Dup.): Con, cl, s -cl, nws, shw WWJ -FM (Am: WWJ) Prog. (Dup.): St, nws, wthr, sorts, disn WHDH -FM (Am: WHDH) National Rep.: Peters, Griffin, Woodward National Rep.: Blair Counties: 26; ERP: 50,000 w Counties: 25; ERP: 3.3 kw Prog. (Dup.): Nws, pop, st, con, s -cl Prog. (Dup.): Pop, st, nws, sprts, wthr MISSISSIPPI East Lansing WUPP Jackson Counties: 25 WSWM (Am: Market Pen.: 61.5% (Pulse 1960) National Rep.: Walker -Rawalt WJDX-FM WJDX) Rep.: Hollingbery Prog: Jz. nws, sprts, wthr, educ Counties: 10; ERP: 30,000 w National Prog.: S -cl, cl, nws, shw, ¡z ERP: 50 kw WXHR (Am: WTAO) Prog. (Sep.): Pop, st, scl, spits, rel National Rep.: QXR Network Grand Rapids Counties: 9; w ERP: 20,000 WJEF -FM (Am: WJEF) Laurel Market Pen.: 50.1% (Pulse) National Rep.: Avery -Knodel Prog. (Sep.): con, shy., nws, WNSL -FM (Am: WNSL) Cl, intvw Counties: 32; ERP: 115,000 w National Rep.: Grant Webb Prog. (Sep. after 7pm) Cambridge Counties: 34; ERP: 4,700 w WLAV -FM (Am: WLAV) WHRB -FM (Am: WHRB) Prog.: St, shw, pop, s -cl, cl Rep.: Everett- McKinney National Rep.: Ivy Network National Counties: 7; ERP: 1750 w Counties: 3; ERP: 796 w Prog. (Sep. and Dup.): CI, con. s -cl, pop. st Prog. (Dup.): Cl, ¡z, nws, spcl evnts, sprts MISSOURI Fitchburg Holland Kansas City WFGM -FM (Am: WFGM) WJBL -FM (Am: WJBL) National Rep.: Walker -Rewalt National Rep.: Walker -Rawalt KBEY -FM (Am: KBEY) w ERP: 20,000 w Counties: 23; ERP: 37,000 National Rep.: Avery -Knodel Prog. (Dup. /Sep.) Prog. (Sep.) ERP: 17 kw Market Pen.: 39.3% (Conlon) Plymouth Inkster Prog. (Dup.): Op, s -cl, pop, st, shw WPLM -FM (Am: WPLM) WCHD (Am: WCHB) KCJC National Rep.: Breen -Ward National Rep.: Bob Dore National Rep.: Modern Media w ERP: 20,000 w Counties: 6; ERP: 34,000 ERP: 63 kw Prog. (Sep.): CI, s -cl, pop, st, tlk Prog. (Dup.): Con, s -cl, nws, wthr, spits Market Pen.: 39.3% (Conlan) Kalamazoo Prog.: CI, s -cl, pop, st, shw Springfield WMCR KCMK WHYN -FM (Am: WHYN) Counties: 15; ERP: 36 kw National Rep.: Good Music Broadcasters National Rep.: Advertising Time Sales Prog.: CI, con, educ, nws, op Counties: 8; ERP: 35,000 w Counties: 3; ERP: 3.2 kw Market Pen.: 39.3% (Conlan) Prog. (Dup.): Pop, st, nws, sprts Mt. Clemens Prog.: CI, s -cl, pop, st, shw WMASFM (Am: WMAS) WBR8 -FM (Am: WBRB) KCMO -FM (Am: KCMO) National Rep.: Bolling National Rep.: Donald Cooke National Rep.: Katz Counties: 3; ERP: kw 1.35 Counties: 4; ERP: 61 kw Counties: 54; ERP: 65,000 w Prog. (Dup.): Pop, st, nws. spits Prog. (Sep.): St. disn, cmtry, pop, nws Market Pen.: 39.3% (Conlan) Prog.: CI, s -cl, pop, st, shw Worcester Saginaw WTAG -FM (Am: WTAG) KPRS (Cp applied for) WSAM -FM (Am: WSAM) National Rep.: John Pearson National Rep: QXR Sales Rep.: Everett- McKinney National FRP: 18 kw Counties: 15; ERP: 10 kw Counties: 6; ERP: 1,700 w KXTR Market Pen.: 33.7% (Pulse 1959) Prog. (Dup.): St, shw, nws, wthr, sprts Prog. (Sep.): CI, con, s -cl, op, nws National Rep.: Heritage Representatives Sturgis Counties: 32; ERP: 58,200 w Market Pen.: 39.3% (Conlan) WSTR MICHIGAN Prog.: Ccn, op, shw, flk, jz National Rep.: Masía Assoc. Bay City ERP: 1,000 w WDAF -FM (Am: WDAF) Petry WBCM -FM (Am: WBCM) Prog. (Dup.): Pop, nws National Rep.: Edward National Rap.: Hollingbery ERP: 35 kw Counties: 20; ERP: 41,000 w Market Pen.: 39.3% (Conlan) Prog. (Sep.): S -cl, cl, st, con, op MINNESOTA Prog. (Dup.) Coldwater Brainerd St. Louis WTVBFM (Am: WTVB) KLIZ -FM (Am: KLIZ) KADI (Am: KADY) National Rep.: Donald Cooke National Rep.: Walker -Rawalt National Rep.: Heritage Representatives w Counties: 8; ERP: 7,900 w Counties: 7; ERP: 1 5,000 w ERP: 24,700 Prog. (Dup.): Pop, sprts, s -cl. cl. st Prog. (Sep.): S -cl, it, nws, cl, sprts Prog. (Sep.): Con, op, shw, flk, ¡z

!f U. S. F,k1 .\ signs( 1961 www.americanradiohistory.com (FOR ABBREVIATIONS, SEE BOX, P. 11) FM STATION KEY (Continued) WJLK -FM (Am: WJLK) WWOL -FM (Am: WWOL) Counties 3; ERP: 1,000 w National Rep.: Heritage Representatives KCFM Prog. (Dup.): St, pop, nws, wthr, intvw Counties: 2; ERP: 750 w National Rep.: Walker -Rawalt Market Pen.: 34.8% (1960 Pulse) ERP: 96 kw Bridgeton Prog. (Sep.): Con, op, shw, flk, ¡z KMOX -FM (Am: KMOX) WSNJ -FM (Am: WSNJ) WYSL -FM (Am: WYSL) National Rep.: CBS Spot Sales National Rep.: Thomas Clark National Rep.: McGavren Counties: 4; ERP: 47.3 kw ERP: 15.2 kw Counties: 8; ERP: 5,000 w Prog. (Sep. nights): Disn, s -cl Prog. (Dup.) Prog. (Sep.): Cl. con, op, s -cl, pop, OXR KRFD -FM Counties: 94; ERP: 97,400 w Dover Corning Prog.: Jz, sf, nws, sprts, intvw WDHA WCLI -FM (Am: WCLI) Rep.: KSTL -FM (Am: KSTL) Counties: 14; ERP: 675 w National Donald Cooke Counties: 88; ERP: 78,000 w Prog.: CI, con, op. nws. wthr ERP: 14,000 w Prog. (Sep.): St, store casting Prog. (Dup.): CI, educ, con, s -cl, shw KWIX Long Branch Garden City Counties: 14; ERP: 25.5 kw WRLB Prog.: St, pop, nws, sorts, s -cl Counties: 12; ERP: I kw WLIR w WIL -FM (Am: WIL) (Not on air yet) Prog: St, s -cl, cl, shw. con Counties: 4; ERP: 1,000 National Rep.: Eastman Market Pen.: 56.7% (Pulse) nws ERP: 22 kw Paterson Prog.: Shw, sf, cl, ¡z, WPAT-FM (Am: WPAT) Hempstead Springfield Counties: 31; ERP: 4,400 w -FM KITS -FM (Am: KITS) Prog.: (Dup.) St, s -cl, shw, cl, it WHLI (Am: WHLI) National Rep.: Weed National Rep.: Gill -Perna ERP: 1,000 w ERP: 9.1 kw Red Bank Counties: 6; Prog. (Dup.): St, pop, s -cl, nws, wfhr Prog. (Sep.): Pop, st, s -cl, cl, ¡z WFHA ERP: 1,000 w Hornell Market Pen.: 56% (Pulse) WWHG WWHG) NEBRASKA Prog.: Pop, st, shw, s -cl, ¡z, nws, wthr, dr, -FM (Am: intvw, sorts National Rep.: John Pearson Kearney Counties: 23; ERP: 8,300 w Prog. (Dup.): Pop, st, nws, sprts, educ KHOL -FM National Rep.: Meeker NEW MEXICO Ithaca Counties: 19; ERP: 56,750 w Albuquerque WHCU -FM (Am: WHCU) Prog.: St, shw, con, nws. wthr National Rep.: Jack Masla KARA ERP: 40,000 w Lincoln National Rep.: Heritage Representatives Prog. (Dup. /Sep.): Pop, st, nws, wthr, intvw Prog.: Con, op, shw, flk, ¡z KFMQ National Rep.: Walker -Rawalt KHFM Counties: 7; ERP: 363 w National Rep.: Modern Media Fm Sales IIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIiIINlllllf llllll llllllllllllllllllllll ll ll ll ll ll ll llll ll llllll ll lllllll Prog.: CI, s -cl, st, ¡z, disn Counties: 6; ERP: 1,500 w Prog.: CI, con, s -cl, sf, nws Omaha MEMO TO ALL Los Alamos KFAB -FM (Am: KFAB) National Rep.: Petry KRSN -FM (Am: KRSN) Counties: 50; ERP: 58,000 w National Rep.: Bob Dore (East) WHO BUY TIME: Market Pen.: 12.4% (Pulse 12/59) Torbet, Allan & Crane (West) Prog. (Sep.): S -cl, st, shw, nws, wthr Counties: 4; ERP: 4,600 w KOIL -FM (Am: KOIL) Prog.: CI, s -cl, op, dr, nws Where else can you buy time National Rep.: Good Music Broadcasters Counties: 32; ERP: 3,400 w with no waste coverage than Prog. (Sep.): S -cl, pop, st, shw, nws NEW YORK KQAL in FM? Babylon National Rep.: Walker -Rawalt ERP: 70,000 w WGLI -FM (Am: WGLI) Prog.: CI National Rep.: Heritage Representatives 1. An adult audience in the Prog.: Con, op, shw, flk, ¡z Scottsbluff age of accumulation. WTFM (Am: WGLI) KNEB -FM (Am: KNEB) Counties: 8; ERP: 15,000 w National Rep.: Hal Holman Market Pen.: 56% (Pulse) 2. An audience with the Counties: 12; ERP: 6,900 w Prog. (Dup.): S -cl, st, nws, shw, can Proq. (Sep.): CI, con. s -cl, st, shw money to buy. Binghamton WKOP -FM (Am: WKOP) The FM audience are the NEVADA Counties: 9; ERP: 33 kw Market Pen.: 17% (Pulse 1957) who are NOT unem- Reno people Prog. (Sep.): Pop, st, shw, educ, nws KNEV WNBF -FM (Am: WNBF) ployed . . . YOUR BEST Counties: 14; ERP: 35,000 w ERP: 4.6 kw Prog.: St, s -cl, con, cl, shw Prog. (Sep.): CI, con, op, s -cl, shw MARKET TODAY. Buffalo NEW JERSEY WBEN -FM (Am: WBEN) THE NATIONAL ASSOCIATION National Rep.: Henry I. Christal Asbury Park Counties: 17; ERP: 110,000 w OF FM BROADCASTERS WHTG -FM (Am: WHIG) Prog. (Sep. and Dup.) National Rep.: Grant Webb WBUF "Dedicated to the promotion of FM" Counties: 12; ERP: 1,000 w Counties: 15; ERP: 100,000 w

Prog. (Dup.): St, shw, s -cl, nws, wthr Proq.: Music, rel, educ IIIIIIIII IIIIIIIIIIIIIIIIIIIIIII1111'11111I1111111111111111111111111111n1111111111111111111111111i11111111111111111111111111111 GNII

U. S. F11 August 1961 17

www.americanradiohistory.com (FOR ABBREVIATIONS, SEE BOX, P. 11) FM STATION KEY (Continued) WCMF Lexington ERP: 1.35 kw WBUY -FM (Am: WBUY) Jamestown Market Pen.: 49.2% (Pulse 1959) National Rep.: George Hopewell Prog.: CI, con, s ¡z, rel, WJTN -FM (Am: WJTN) op, -cl, st, shw, folk, disn Counties: 4; ERP: 300 w National Rep.: Venard, Rintoul & McConnell Prog. (Dup.): Sprts, st, pop, nws, wahr Counties: 15 W ROC -FM Market Pen.: 33.7% (Pulse 1959) ERP: 17,600 w Mt. Mitchell Prog. (Sep.): CI, nws, con. s -cl, wthr Syracuse WMIT National Rep.: Walker -Rawalt New Rochelle WDDS Counties: 85; ERP: 36,000 w ERP: 100,000 w WVOX -FM (Am: WVOX) Prog.: CI, con, op, s -cl, st Proq.: Music, nws, rel, educ National Rep.: Venard, Rintoul & McConnell Counties: 7; ERP: 1,000 w WONO

Proq. (Dup.): Shw, st, cl, nws, wthr Counties: 8; ERP: I kw Raleigh Prog.: S ¡x, con -cl cl, shw, WPTF -FM (Am: WPTF) New York National Rep.: Peters, Griffin, Woodward Utica Counties: 32; ERP: kw WABC -FM (Am: WABC) 50 Market Pen.: National Rep.: Blair WRUN -FM (Am: WRUN) 27.2% (Pulse) i Prog. (Dup.): CI, con, op Counties: 17; ERP: 1.5 kw National Rep.: QXR Network Market Pen.: 53.4% (Pulse 7/60) Counties: 12; ERP: 4,300 w Prog. (Sep.): QXR Prog. (Sep.): CI, con, s -cl, shw, f1k Rocky Mount WHOM -FM White Plains WFMA (Am: WCEC) National Rep.: Heritage Representatives National Rep.: John Pearson WFAS -FM (Am: WFAS) Frog.: Con, op, shw, 11k, ix Counties: 29; ERP: 33,000 w Counties: 3 ERP: 1,000 w Proq. (Sep.): Pop, shw, sprts, nws, wthi WNCN Market Pen.: 61.4% (Pulse) Market Pen.: 53.4% (Pulse 7/60) Proq. (Dup.): S -cl, con, pop, nws, wthr Prog.: CI, con, s -cl, op, shw Salisbury WQXR -FM (Am: WQXR) WSTP -FM (Am: WSTP) National Rep.: Raymer National Rep.: Walker- Rawalt ERP: 11,000 w NORTH CAROLINA ERP: 15 kw Market Pen.: 53.4% (Pulse 7/60) Prog. (Dap.): 5t, nws, wthr, rel, sprts Prog. (Dup.): CI, nws, con, op, s cl Burlington WRFM (Am: WWRL) WBAG -FM (Am: WBAG) Sanford Counties: 20; ERP: 20,000 w National Rep.: Welker -Rawalt Market Pen.: 53.4% (Pulse 7/60) Counties: 9; ERP: 2,800 w WWGP-FM (Am: WWGP) st, nws, sprts, wthr ERP: 490 w Proq. (Sep.): St, cl, con, s -cl, op Prog. (Dup.): Pop, WBBB -FM (Am: WBBB) Prog. (Dup.): St, nws, f1k, shw, wthr Niagara Falls National Rep.: Thomas Clark Counties: 10; ERP: 3.8 kw Statesville WHLD -FM (Am: WHLD) Proq. (Sep.): Spits, st, pop, nws, educ WFMX (Am: WSIC) National Rep.: Headley -Reed National Rep.: Good Music Broadcasters ERP: 46,000 w Charlotte w Prog. (Sep.): CI, con, s -cl, shw, st ERP: 3,000 WSOC -FM (Am: WSOC) Prog. (Sep.): Con, s -cl, st. shw, disn National Rep.: Peters, Griffin, Woodward Olean ERP: 36,000 w Winston -Salem WHDL -FM (Am: WHDL) Prog. (Du p.): St, nws, pop, wthr, sprts National Rep.: Everett- McKinney WYFM WSJS -FM (Am: WSJS) Counties: 9; ERP: 43,000 w Counties: 12; ERP: 3,800 w National Rep.: Peters, Griffin, Woodward Prog. Counties: 36; ERP: 15,000 w (Sep.): CI, con, op, wthr, educ Proq.: CI, con, s -cl, shw, wthr Prog. (Dup): CI, s -cl, sf, shw, nws Patchogue Durham WYFS Counties: 12; ERP: 1,560 w WDNC -FM (Am: WDNC) WALK -FM (Am: WALK) Market Pen.: 33.26 (Pulse, 4/61) National Rep.: Grant Webb National Rep.: Paul H. Raymer Proq.: CI, s -cl, op, shw Counties: 20; ERP: 15,000 w Counties: 30; ERP: 36.000 w Prog. (Sep. nights): St. s -cl, cl, shw, nws Proq. (Dup.): CI, pop, st, shw, nws

Peekskill Forest City OHIO WAGY -FM (Am: WAGY) WLNA -FM (Am: WLNA) Akron National Rep.: Grant Webb Counties: 7; ERP: 3,333 w Proq. (Sep.): St, s -cl, nws, sprts, pop WAKR -FM (Am: WAKR) Counties: 23; ERP: 20,000 w Prog. WBBO -FM National Rep.: McGavren (Sep. nights): CI, s -cl, st, pop, shw (Am: WBBO) Counties: 16; ERP: 1.5 kw Counties: 6; ERP: 5,000 w Prog. Shw, con, op, s -cl, nws Plattsburgh Prog. (Sep.): St, s -cl, pop, f1k, nws (Sep.): WEAV -FM (Am WEAV) Gastonia Alliance National Rep.: Jack Masla WGNC -FM (Am: WGNC) WFAH -FM (Am: WFAH) Counties: 6; ERP: 3,700 w National Rep.: Continental National Rep.: Grant Webb Proq. (Duo.) Counties: 6; ERP: 27,000 w ERP: 11,000 w Frog. Sorts, st, s -cl, con, jx wthr, (Dup.): Poughkeepsie Prog. (Dup.): St nws, pop, sprts Barberton WKIP -FM (Am: WKIP) Greensboro WDBN -FM National Rep.: Jack Masla WMDE National Rep.: Good Music Broadcasters Counties: 5; ERP: 2,300 w Counties: 9; ERP: 5.8 kw Counties: 35; ERP: 118.000 w Proa. (Sep.): CI, con, s -cl, nws. shw, QXR Frog.: S -cl, cl, st, rel, cmtry Prog: S -cl, cl, st, shw, ¡x Rochester Leaksville Canton WBBF FM (Am: WBBF) WLOE -FM (Am: WLOE) WCNO (Am: WCNS) National Rep.: Blair Counties: 12; ERP: 13,500 w National Rep.: Frederick W. Smith ERP: 27.4 kw Prog. (Dup.): S -cl pop, st, nws, wthr, Counties: 28; ERP: 28,000 w Prog (Sep.): CI Programatic Frog. (Sep.): Pop, s -cl, st shw. cl

IR U. S. FM e August 1961

www.americanradiohistory.com (FOR ABBREVIATIONS, SEE BOX, P. II) FM STATION KEY (Continued) Findlay Tulsa WFINFM (Am: WFIN) KIHI WHBC-FM (Am: WHBC) National Rep.: Thomas F. Clark Counties: 8; ERP: 2.95 kw National Rep.: Venard, Rintoul & McConnell Counties: 20; ERP: 8,21)0 w Prog: Cl. s -cl, pop, shw. jz ERP: 15,000 w Prog. (Sap.): St, shw, cl, s -cl, con, sprts Prog. (Dup.): St, pop, s-cl, nws, serfs KOCW National Rep.: Good Music Broadcasters Cincinnati Lancaster Counties: 6; ERP: 1,500 w Prog: Cl, s -cl, pop, shw, ja WAEF WHOK -FM (Am: WHOK) National Rep.: Walker- Rawalt Counties: 6; ERP: 16.000 w KOGM Counties: 13; ERP: 4.8 kw Prog. (Sep.): S-cl, pop, st, nws, spits Counties: 8; ERP: 4.1 kw Market Pen.: 29.1% (Pulse) Prog: Pop, st, cl, shw, s-cl Prog: St, s -cl, j; cl, nws Lima WKRC -FM (Am: WKRC) WIMA -FM (Arn: WIMA) National Rep.: Good Music Broadcasters National Rep.: Daran McGavren OREGON Counties: 8; ERP: 15,500 w Counties: 20; ERP: 15.000 w Eugene Prog. (Sep.): Cl, s-cl, shw, con, st Prog. (Sep. and Dup.): Pop, st, news, wthr, WSAI -FM (Am: WSAI) sprts KFMY National Rep.: Heritage Stations Counties: 3; ERP: 3,600 w Counties: 53; ERP: 14.7 kw Middletown Prog: St, s -cl, cl, shw, jz Market Pen.: 30.6% (Pulse 1960) WPFB -FM (Am: WPFB) Prog. (Sep.): Cl, con, op, nws, ¡z Portland Prog: (Sep.) Sorts. pop, st, nws, wthr KEX -FM (Am. KEX) Cleveland Oxford National Rep.: AMRadio Sales KYW -FM (Am: KYW) Counties: 17; ERP: 57,000 w Counties: 27; ERP: 27 kw WOXR Prog. (Sep.): Cl, con, s -cl, up, nws Market Pen.: 33/e (Pulse) Counties: 6; ERP: 600 w KGMG Prog. (Sep.): Cl, con. s -cl, shw. op Prog.: St, pop, shw, flk, tel National Rep.: Heritage Stations WCUY Counties: 15; ERP: 68,250 w National Rep.: United Broadcasting Piqua Market Pen.: 30.3% (Polit: 1960) Prog: op, nws, jz ERP: 20 kw WPTW -FM (Ara: WPTW) CI, con, Prog.: Jz Counties: 26; ERP: 35,600 w KPFM (Am: KPAM) W DGO -FM Prog. (Sep.): St, shw, spts, wthr, nws National Rep.: Weed National Rep.: Heritage Representatives Counties: 22; ERP: 33,000 w Prog.: Con, op, shw, flk, jz Portsmouth Prog. (Sep.): CI, s -cl KPOJ -FM KPOJ) WDOK -FM (Am: WDOK) WPAY -FM (Am: WPAY) (Am: National Rep.: Petry National Rep.: H -R National Rep.: Devney- O'Connell Counties: I I ; ERP: 4.4 kw Counties: 7; ERP: 34,000 w ERP: 7 kw Market Pen.: 467. (Pulse) Prog. (Sep.): CI, con, op. s -cl. shw Prog. (Sep.): St, con, s-cl, shw Prog. (Dup.): Nws, st, pop, sprts WGAR -FM (Am: WGAR) KQFM National Rep.: Christel Sandusky Counties: ERP: 17.7 kw Counties: 12; ERP: 31,000 w II; WLEC -FM (Am: WLEC) Prog.: S-cl, st, pop, shw, educ Prog. (Dup.): St, shw, cl. con, s -cl National Rep.: Venard, Rintoul & McConnell WJW -FM (Am: WJW) Counties: 6; ERP: 6,000 w National Rep.: Katz Prog. (Dup.): Pop, nws, sprts, wthr, st Counties: 5; ERP: 19 kw PENNSYLVANIA Prog. (Dup.): St, shw, nws, educ, con Toledo Allentown WNOB WMHE WFMZ National Rep.: Walker Rawalt Counties: 10; ERP: 10,000 w National Rep.: QXR Network Counties: 24; ERP: 135,000 w Prog.: St, s-cl, shw, cl, con Counties: 20; ERP: 4.8 kw Market Pen.: 36.17 (Pulse) Prog: Cl, nws Prog.: S -cl. shw, st, pop, nws WTOL -FM (Am: WTOL) ERP: 50,000 w Altoona Columbus Prog. (Sep.): Cl, con, s -cl, pop, st WFBG -FM (Am: WFBG) WBNS -FM (Am: WBNS) Youngstown Counties: 35; ERP: 33 kw National Rep: John blair Prog. (Sep.): S-cl, cl, st, con, op Counties: 20; ERP: 54.000 w WKBN-FM (Am: WKBN) WVAM -FM (Am: WVAM) Market Pen.: 37.4% (Pulse) National Rep.: Paul H. Raymer National Rep.: Weed Prog. (Sep.): Cl, con, op, s-cl, pop, st, Counties: 22; ERP: 50 kw Counties: 3; ERP: 360 w shw, jz Prog. (Dup.): Cl, s -cl, spts Prog. (Sep.): S -cl, st, shw, cl, con WTVN -FM (Am: WTVN) National Rep.: Good Music Broadcasters Beaver Falls Counties: 10; ERP: 26 kw OKLAHOMA Market Pen.: 37.4/ (Pulse 2/60) WBVP -FM (Am: WBVP) Prog. (Sep.): Cl. con, s-cl, pop, st Oklahoma City ERP: 16.6 kw Sets: 100,000 WVKO -FM (Am: WYKO) KEFM Prog. (Dup.) National Rep.: Venard, Rintoul & McConnell National Rep.: Good Music Broadcasters Counties: 33; ERP: 52 kw ERP: 3.7 kw Bloomsburg Prog. (Sep.): Nws, s -cl, st, shw, ¡z Prog.: Pop, cl, shw, j; wthr WHLM -FM (Am: WHLM) KYFM Dayton National Rep.: Raymer National Rep.: Walker-Rawalt Counties: 10; ERP: 10,000 w WHIG -FM (Am: WI-110) Counties: 10; ERP: 1,500 w Prog. (Sep.): St, con, nws, wthr, ¡: National Rep.: Geo. P. Hollingbery Prog.: St, nws, shw, sprts. cl Counties: 23; ERP: 35,000 w Harrisburg Prog. (Sep.): Con, st, cl, nws, wthr Stillwater WHP -FM (Am: WHP) WIFE (Am: WONE) KSPI -FM (Am: KSPI) National Rep.: Bolling National Rep: Headley -Reed National Rep.: Thomas E. Clark Counties: 14; ERP: 1.8 kw Counties: 16; ERP: 24 kw ERP: 4,000 w Market Pen.: 137 (Pulse 5/60) Prog. (Sep.): Quality music Prog.: (Sep.) St, con, ja, sprts, nws Prog. (Sep.): St, nws, cmtry, cl, disn

U. S. FM e August 1961 19 s www.americanradiohistory.com (FOR ABBREVIATIONS, SEE BOX, P. 11)

FM STATION KEY (Continued; W KJ F -FM ERP: 20,000 w National Rep.: Frederick W. Smith Market Pen.: 35.1% (Pulse) Hazleton Counties: 19; ERP: 40,000 w Prag.: CI, nws, shw, jz, flk Prag.: Pop, nws, wthr, con WAZL -FM (Am: WAZL) WPJB (Am: WEAN) National Rep.: Raymer WLOA -FM (Am: WLOA) National Rep.: Venard, Rintoul & McConnell Prog. (Sep.) National Rep.: Good Music Broadcasters Counties: 13; ERP: 20,000 w Counties: 52; ERP: 68,000 w Prog. (Sep.): CI, nws Prog. (Dup. to 5 p.m.): St, s -cl, con, cl, nws Johnstown WPRO -FM (Am: WPRO) WARD -FM (Am: WARD) WPIT -FM (Am: WPIT) National Rep.: John Blair National Rep.: Weed ERP: 20,000 w Counties: 19; ERP: 15,000 Prog. (Dup.): Pop, st, nws, sprts Prog. (Sep.): Rel, forgn lang Market Pen.: 35.7% (Pulse) Prog. (Sep.): S -cl, cl, st, shw, nws WJAC -FM (Am: WJAC) WWSW -FM (Am: WWSW) National Rep.: Meeker National Rep.: Blair WXCN Counties: 25; ERP: 8,300 w ERP.: 50,000 w National Rep.: Adam Young Fm Market Pen.: 28.5%, (Pulse 4/60) Prog. (Dup.): Pop, cl, s -cl, sprts, disn ERP: 20,000 w Prog. (Dup.): St, pop, nws, sprts, con Market Pen,: 35.1% (Pulse 10 /58) Rattlesnake Mountain' Prog: Cl, con, s -cl, op, shw Lancaster WGMR WDAC National Rep.: Allegheny Counties. 9; ERP: 15 kw Counties: 31; ERP: 3,300 w SOUTH CAROLINA Prog.: Rel, nws, con, d, s -cl Prog: Con, s -cl, st, shw *P.O. address: Tyrone, Pa. Anderson WLAN -FM (Am: WLAN) National Rep.: Headley -Reed WCAC -FM (Am: WAIM) Red Lion Counties: 4; ERP: 7.2 kw National Rep.: Devney- O'Connell Prog. (Sep.): cl, con, s-cl, nws, shw WGCB -FM (Am: WGCB) Counties: 20; ERP: 6,400 w ERP: 20,000 w Prog.: (Dup.) Philadelphia Prog. (Sep.): CI, con, s -cl, st, shw Charleston WDAS -FM (Am: WDAS) Scranton National Rep.: QXR Sales WCSC -FM (Am: WCSC) Prog. (Sep.): CI. QXR Network WGBI -FM (Am: WGBI) National Rep.: Peters, Griffin, Woodward Rep.: H -R ERP: 50,000 w WFIL -FM (Am: WFIL) National Counties: 22; ERP: 1.8 kw Prog.: CI, s-cl, st, pop, nws National Rep.: Triangle Prog. (Dup.): St, nws, sprts, wthr, ¡z Counties: 33; ERP: 6,300 w Market Pen.: 37.6% (Pulse 1960) Columbia Prog. (Sep.): Con, s -cl, st, shw, ¡z Shenandoah Heights WCOS -FM (Am: WCOS) National WFLN -FM (Am: WFLN) WPPA -FM (Am: WPPA) Rep.: Mailer Counties: 24; ERP: w National Rep.: Good Music Broadcasters Counties: 5; ERP: 2.B kw 5,300 Prog. (Sep.): CI, jz, con, op, s -ci Counties: 22; ERP: 20 kw Prog. (Dup.) Market Pen.: 37.6% (Pulse 5/60) Prog. (Dup.): CI, con, nws, s-cl, wthr Sunbury Greenville WHAT -FM (Am: WHAT) WKOK -FM (Am: WKOK) WESC -FM (Am: WESC) National Rep.: Frederick W. Smith Counties: 10; ERP: 4,400 w National Rep.: Headley -Reed Prog. Counties: 8; ERP: 20,000 w (Dup.) Counties: 11; ERP: 12,500 w Prog. Market Pen.: 17.5% (Pulse) (Sep.): St, shw, con, s-cl, pop Prog. (Sep.): Jz Warren WMUU -FM (Am: WMUU) WIBG -FM (Am: WIBG) WRRN (Am: WNAE) National Rep.: Frederick W. Smith National Rep,: Katz Counties: 15; ERP: 3200 w ERP: 45,000 w Prog. (Dup. until sunset): CI, con, op, s -cl, 20 kw Prog. (Dup. days): St, sprts, nws ERP: rel Prog. (Dup.): Pop, nws, st, wthr, svc info Wilkes -Barre NIFI Spartanburg National Rep.: Walker- Rawalt WBRE -FM (Am: WBRE) National Rep.: Bolling WSPA -FM (Am: WSPA) Counties: 28; ERP: 20,000 w National Rep.: Hollingbery Counties: 21; ERP: 22,000 w Market Pen.: 37.6%. (Pulse 6/60) Counties: 21; ERP: 4.85 kw Prog. (Dup.): Nws, wthr, st, shw Prog.: Pop, st, shw, nws, wthr Prog. (Dup.): Nws, wthr. intvw, cmty. rel WPEN -FM (Am: WPEN) WYZZ National Rep.: National Rep.: Gill -Perna Walker-Rawalt Counties: 30; ERP: 3.1 kw Counties: 28; ERP: 20 kw Prog.: CI, con, s -cl, TENNESSEE Market Pen.: 37.6% (Pulse 6/60) st, op Prog. (Sep.): St, shw, nws, pop, cmtry York Chattanooga WQAL WDOD -FM (Am: WDOD) Counties: 24; ERP: 20 kw WNOW -FM (Am: WNOW) ERP: 12.6 kw Market Pen.: 36.9% (Pulse 5/60) National Rep.: Radio-TV Representatives Prog. (Dup.): Pop, nws, cl Counties: Prop.: Pop, st, shw, s-cl, cl 12; ERP: 1.2 kw Prog. (Sep. after 8 pm): St, nws, shw WLOM National Rep.: Heritage Representatives Pittsburgh Counties: 53; ERP: 18,000 w KDKA -FM (Am. KDKA) Prog.: Con, op, shw, Ilk, is Counties: 40; ERP: 47,000 w RHODE ISLAND Market Pen.: 25% (Pulse) Gallatin Prog.: (Dup) CI, s -cl, op, shw, con Providence WFMG WAU (Am: WAMO) W ICE -FM Counties: 10; ERP: 8,200 w ERP: 5 kw National Rep.: Heritage Representatives Frog.: Poo, st, con, shw, s-cl National Rep.: Hi -Fi Musk Broadcasters Prog.: Op, con, sw, flk, is Prog: Js WLOV Jackson Counties: 5; ERP: 3.4 kw WCAE -FM (Am: WCAE) WTJS -FM (Am: WTJS) Prog.: Shw, st, pop, ¡z, s -cl National Rep.: Darn McGavren National Rp.: Branham Counties: 30; ERP: 30,000 w WPFM ERP: 50,000 w Prog. (Dup.): Pop, wthr, nws, con, sprts National Rp.: QXR Network rog. (Dup.): Nws, pop, sprt., st, rei

20 V. S. FM August 1961 www.americanradiohistory.com (FOR ABBREVIATIONS, SEE BOX, P. 11) FM STATION KEY (Continued) Fort Worth Waco KFJZ -FM (Am: K EFC Knoxville KFJZ) National Rep.: Blair Counties: 13; ERP: 4,400 w WBIR -FM (Am: WBIR) Counties: 16; ERP: 28.1 kw Prag.: CI, con, s -cl, st, nws, wthr, rel Counties: 37; ERP: 3.300 w Prog. (Sep.): pop, nws, wthr Shw, st, WACO -FM (Am: WACO) Prog. (Sep.): St, shw, pop, s -cl, nws WBAP -FM (Am: WBAP) Counties: 13; ERP: 4,400 w National Rep.: Peters, Griffin, Woodward Prag. (Dup.): Cl. con, s -cl, pop, nws Memphis Counties: 27; ERP: 52 kw WMCF (Am: WMC) Prag. (Sep.): Con, s -cl, st, shw, wthr National Rep: John Blair ERP: 300,000 w Gainesville UTAH Prog. (Sep.): St, shw, s -cl, cl, con KGAF -FM (Am: KGAF) WMPS -FM (Am: WMPS) Salt Lake City ERP: 215 kw National Rep.: Heritage Representatives Prag. (Sep.): Pop, st, nws, wthr, shw KLUB -FM (Am: KLUB) Counties: 15; ERP: 6,600 w National Rep.: Hollingbery jz Prog. (Sep.): Op, con, shw, flk, Counties: 5; ERP: 15,000 w Harlingen Prag. (Sep.): CI, s -cl, st, shw, nws Nashville KELT (Am: KGBT) KSL -FM (Am: KSL) WFMB Counties: 4; ERP: 3 kw Counties: 18; ERP: 4 kw Proq. S National Rep.: Walker -Rawalt Prag. (Sep.): St, s -cl, con, shw, jz (Sep.): -cl, st, shw, nws, wthr Counties: 10; ERP: 3.4 kw Prog.: CI, con, s -cl, ¡z, st Houston WSIX -FM (Am: WSIX) KFMK National Rep.: Peters, Griffin, Woodward VIRGINIA Counties: 72; ERP: 30,000 w National Rep.: Walker -Rawalt Charlottesville Prog. (Sep.): Con, pop, st, shw, nws Counties: 12; ERP: 10,500 w WCCV -FM (Am: WCHV) Market Pen.: 30.9 (Pulse 1 /60) Prog.: Pop, st, shw, jz. wthr National Rep.: Thomas Clark Counties: 23; ERP: 3.4 kw TEXAS KHGM Prag. (Sep.): CI, con, nws, wthr Amarillo National Rep.: Good Music Broadcasters WINA -FM (Am: WINA) Counties: 14; ERP: 49,000 w Counties: 13; ERP: 620 w KGNC -FM (Am: KGNC) Prog.: S -cl, shw, con, st, nws National Rep.: KATZ Prag. (Dup.): Pop, st, nws, s -cl, sprts Counties: 18; ERP: 14.6 kw KHUL Fredericksburg Prog. (Sep.): CI, st, s -cl, shw, nws Counties: 9; ERP: 15,500 w -FM Market Pen.: 31.2% (Pulse '60) WFVA (Am: WFVA) Austin Prag.: Pop, st, nws, wthr, shw Counties: 19, ERP: 5.1 kw Prag. (Dup): St, pop, nws, sprts, can KHFI KRBE National Rep.: Good Music Broadcasters Counties: 88; ERP: 79,100 w Harrisonburg Counties: 5; ERP: 780 w Prag.: CI, con, s -cl, op, rel WSVA -FM (Am: WSVA) Prag.: CI, s -cl. op, st, shw Counties: I I ; ERP: 7.2 kw KTBC -FM (Am: KTBC) KTRH -FM (Am: KTRHI Prag. (Sep.) National Rep.: Paul H. Raymer Counties: 17; ERP: 29,500 w Counties: 29; ERP: 94 kw Market Pen.: 30.9% (Pulse 1/60) Marion Prog. (Sep.): Pop, st, s -cl, cl, nws Prog. (Sep.): S -cl, pop, cl, st, shw WMEV -FM (Am: WMEV) Dallas ERP: 3,400 w Prog. (Dup. /Sep.): Music, nws, sprts KCPA Lubbock National Rep.: Walker -Rawalt KBFM Martinsville Counties: 20; ERP: 4.83 kw Counties: 9; ERP: 3.6 kw WMVA -FM (Am: WMVA) National Rep.: Bob Dore KIXL -FM (Am: KIXL) Prog.: St, shw, s -cl, jz, cl National Rep.: Broadcast Time Sales Counties: 8; ERP, 2,900 w KRKH Prag.: (Dup.): pop, nws, wthr, Counties: 8; ERP: 20.5 kw St, sprts Counties: 15; ERP; 3 kw Prag. (Sep. nights): St, nws, wthr, shw, pop Prog. Pop, cl. s -cl, shw, op Norfolk KRLD -FM (Am: KRLD) WRVC Pompa Counties: 20; ERP: 8,700 w National Rep.: Branham KBMF -FM Prag.: CI, s -cl, jz, op, nws Counties: 58; ERP: 59 kw Counties: 16; ERP: 3,034 w WYFI Prag. (Dup.): Pop, s -cl, cl, nws. dr Prag.: St, con, s -cl, cl, shw, ¡z National Rep.: Fred Smith WFAA -FM (Am: WFAA) Counties: 20; ERP: 13,500 w National Rep.: Edward Petry & Co. Port Arthur Prag. (Sep.): s -cl, pop, st, shw, flk Counties: 100; ERP: 47 kw KFMP Prog. (Dup.): St, pop, nws, wthr, sprts Counties: 5; ERP: 3.2 kw WRR -FM (Am: WRR) Prog.: Pop, cl, wthr, nws, rel National Rep.: Adam Young Fm Since 1956 Counties: 123; ERP: 68,000 w San Antonio Proq. (Sep.): CI, con, op KEEZ KHFI -FM Di Boll National Rep.: Good Music Broadcasters Counties: 17; ERP: 17,300 w AUSTIN, TEXAS KSPL -FM (Am: KSPL) Market Pen.: 22.2 %; (Pulse) Write for the Counties: 8; ERP: 6.5 kw Prog.: St, shw, s -cl, pop, cl Prog. (Sep.): St, shw, s -cl, rel, con KISS (Am: KMAC) SOUTHWEST'S MOST El Paso National Rep.: Weed EXCITING FM SUCCESS Counties: 24; ERP: 12.9 kw KHMS Prog. (Sep.): CI, jz, shw STORY . . , National Rep.: Western Fm, Modern Media Fm KITY (Am: KONO) CONCERT STUDIOS Counties: 3; ERP: 2,550 w Counties: 13; ERP: 4,400 w 1000 W. 29th, AUSTIN 5, TEXAS Prog.: S-cl, cl, st, con, shw Prog. (Sep.): St, pop, cl, shw, s -cl

www.americanradiohistory.com (FOR ABBREVIATIONS, SEE BOX, P. 11)

FM STATION KEY (Continued) KXLY -FM (Am: KXLY) WISN -FM (Am: WISN) National Rep.: H -R National Rep.: Edward Petry Newport News Counties: 7; ERP: 2,000 w Counties: 5; ERP: 3,600 w s Prog. (Dup.): S -cl, st, shw, wthr, nws WGH -FM (Am: WGH) Frog. (Sep.): CI, -cl, ¡z WMIL -FM (Am: WMIL) National Rep.: Blair KZUN -FM (Am: KZUN) Counties: 41; ERP: 100,000 w Counties: 5; ERP: 25,500 w National Rep.: Thomas F. Clark Prog. (Sep.): S -cl, st, shw, con, educ Prog.: Con, s -cl, sf, shw, jz, wthr, sprfs Counties: 7; ERP: 3,300 w WTMJ -FM (Am: WTMJ) Richmond Prog. (Sep.): CI, s -cl, st, shw, nws National Rep.: Henry I. Christa) WRNL -FM (Am: WRNL) Tacoma Counties: 12; ERP: 2,800 w National Rep.: Petry Prog. (Sep.): Si, cl, s -cl, shw, jz ERP: 50.000 w KTNT -FM (Am: KTNT) Prog. (Dup.): Sprts, nws, wthr, st, shw National Rep.: Weed Monroe Counties: 7; ERP: 10,000 w WRVA -FM (Am: WRVA) WEKZ -FM (Am: WEKZ) Prog. Pop, st, jz, nws, wthr National Rep: Peters, Griffin, Woodward (Dup.): National Rep.: Grant Webb Counties: 46; ERP: 25,000 KTWR Counties: 8; ERP: 14,000 w Prog. (Sep., Prog. (Dup.): CI, con, s -cl, op, shw National Rep: Fm Unlimited nights): Sorts, cl, con, pop, flk Counties: 3; ERP: 10 kw Racine Roanoke Prog.: Disn, rel, cmtry, dr, s -cl WRJN -FM (Am: WRJN) WDBJ -FM (Am: WDBJ) Counties: 3; ERP: 15,000 w National Rep.: Peters, Griffin, Woodward Prog, (Dup.): S -cl, st, shw, pop, nws Counties: 27; ERP: 14,350 w WEST VIRGINIA Prog.: (Dup.) S -cl, pop, st, shw, flk Sparta Beckley WSLS -FM (Am: WSLS) WCOW-FM (Am: WCOW) Counties: 66; ERP: 21,100 w WBKW (Am: WJLS) National Rep.: Rambeau con, s cl Prog. (Sep.): St, shw, -cl, Counties: 55; ERP: 34,000 w Counties: 18; ERP: 16,000 w Prog. (Sep.): CI, con, op, s -cl, st Prog. (Sep.): Sty nws, wthr, Staunton sprfs Charleston WSGM -FM (Am: WAFC) Wausau National Rep.: Thomas Clark WKNA WLIN -FM (Am: WSAU) Counties: 19; ERP: 500 w Counties: 15; ERP: 2.600 w National Rep.: Meeker Prog. (Sep.): Pop, cl, ¡z, educ, con Prog. (Sep.): CI, con, op, s -cl, sf Counties: 18; ERP: 20,000 w Prog. (Dup.): Pop, s -cl, nws, sprfs, wthr Winchester Huntington Watertown WRFL (Am: WINC) WKEE -FM (Am: WKEE) WTTN -FM (Am: ERP: 22.2 kw National Rep.: Raymer WTTN) National Rep.: George Hopewell Prog. (Dup.): Sprts, pop, nws, wthr Counties: 43; ERP: 53,000 w Prog. (Dup. and Sep.): Pop, st, ¡z, nws, wthr Counties: 5; ERP: 10,000 w Prog. (Dup.): Con, s -cl, nws, st, intvw Wheeling WASHINGTON West Bend WOMP -FM (Am: WOMP) WBKV -FM (Am: WBKV) Bellingham National Rep.: Hollingbery National Rep.: Walker -Rawalt Counties: 12; ERP: 10,000 w KGMI Counties: 9; ERP: 18,000 w Prog. (Sep.): St, shw, s National Rep.: Heritage Stations -cl Prog. (Sep.): S -cl, con, st, shw, cl

Counties: I I ; ERP: 16,500 w Wisconsin Rapids Market Pen.: 30.3% (Politz 1960) Prog.: CI, con, op, nws, jz WISCONSIN WFHR -FM (Am: WFHR) National Rep.: Devney -O'Connell Seattle Eau Claire Counties: 10; ERP: 2,100 w Prog. (Dup.): Pop, st, shw, spits, KETO WIAL (Am: WEAQ) Counties: 10; ERP: 17,700 w National Rep.: Hollingbery Market Pen.: 21.3% (Pulse 2/60) Counties: 11; ERP, 60,000 w Prog.: St, shw, nws, wthr, jz Prog. (Dup.): Nws, st, sprts, disn, shw PUERTO RICO KGFM (Am: KGDN) Fort Atkinson Mayaguez National Rep.: Western FM Sales WFAW WORA -FM Counties: 15 ERP; 120,000 w Counties: 7 Counties: 4; ERP: 3,000 w Prog. (Sept.): CI, con, s -cl, nws, rel Prog.: Con, pop, st, nws, wthr Prog.: Nws, pop, st, shw, sprts KGMJ San Juan National Rep.: Heritage Stations Madison WFQM (Am: WKYN) Counties: 14; ERP: 71,000 w WIBA -FM (Am: WIBA) Counties: 17 Market Pen.: 30.3 7,, 1960) (Politz National Rep.: Avery -Knodel WPRM Prog.: CI, con, op, nws, ¡z Counties: 15; ERP: 11 kw Counties: 5; ERP: 17,500 w KING -FM (Am: KING) Prog. (Dup.) Prog.: S -cl, st, cl, con, shw National Rep.: Blair WISM -FM (Am: WISM) Counties: 3; ERP: 16,000 w National Rep.: Radio -Tv Representatives

Prog. (Dup.): CI, op, jz, flk, shw Counties: 9; ERP: I kw Prog. (Dup.): Pop, nws, wthr, st, cmtry KISW QUALITY PROGRAMING WMFM National Rep.: Hi -Fi Music Broadcasters Counties: 6; ERP: 7,500 w IN STEREO Counties: 13; ERP: 10.5 kw Prog.: St, cl, s -cl, 11k, disn Prog.: CI, con, op, cmtry, dr FOR WRVB KLSN Counties: 5; ERP: 3.9 kw QUALITATIVE AUDIENCE National Rep.: Walker- Rawalf Prog.: Rel, s -cl, cl, educ, intvw Counties: 13; ERP: 19,000 w Prcg.: CI, con, s -cl, shw, ¡z Milwaukee KMCS WBKV KLSN National Rep.: ERP: 17.5 kw Walker -Rawalt S E R V I N G Prog: St, wthr, flk ERP: 18,000 w Spokane WFMR SEATTLE -TACOMA KREM -FM (Am: KREM) National Rep.: Good Music Broadcasters ANO ALL OF WESTERN WASHINGTON National Rep.: Petry Counties: 5; ERP: 22,000 w Call Walker- Rawalr Counties: 23; ERP: 4,800 0 Prog: Con, cl, s -cl, op, dr