February 1961

r buyers and sellers of radio advertising VOL. 5 -NO. 2

lJ FEBRUARY 1961

35 CENTS

ID ;

DIO

THE

PUBLIC

fEREST

is the Who else reaches the heart of America with this rich, joyful, throbbing rhythm beat? Who else sells with such a solid, swinging sound on a million Main Streets, a million times a day? Only Radio creates this rhythmic impact l of and only Spot Radio lets you choose time and place to match it.

living KOB Albuquerque WINZ Miami WRNL Richmond WSB Atlanta WISN Milwaukee KCRA Sacramento WGR Buffalo KSTP Minneapolis St. Paul WOAI San Antonio WGN Chicago WTAR Norfolk-Newport News KFMB San Diego WFAA Dallas-Ft. Worth KFAB Omaha KMA Shenandoah KPRC Houston WIP Philadelphia KREM Spokane WDAF Kansas City KPOJ Portland WGTO Tampa -Orlando KARK Little Rock WJAR Providence KVOO Tulsa

Edward Petry & Co., Inc. The Original Station Represenmrn r

A NTA :.4T.N DAL J ITIrIC eNrFtFC.CN FoNricrn.cr rnnc NEW YORKwww.americanradiohistory.com CHICA Night people

listen to new "Clockwatchers" show

WSB radio, Atlanta

11'.IH "(' lock ,rnrchrrs ' or n Hill I aster Went /MI and

Out of the night comes a new sound for night people "Clockwatchers" on WSB Radio from midnight to 5 a. m. Some of these night folks are traveling, some working in factories, some keeping vigil over cities.

But wherever they are, whatever they're doing... radio is a constant companion. And a handsome share of this massive audience is within range of WSB. For Atlanta's 50.000 watt clear channel station has a night coverage pattern embracipg 25,000,000 homes ... 27 states.

"Clockwatchers" listeners hear lots of music, news of the latest happenings throughout the night, famous sports ligures and important events, outstanding information and entertainment features. They hear this- all through the night. You can reach and sell this vast responsive audience of night people on WSB Radio's "Clockwatchers." Call Petry for information.

Nrprnrnüd 6r,

Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Associated with WSOC WSOCTV. Charlotte. WHIO WHIOTV, Dayton r

www.americanradiohistory.com BECAUSE THERE IS AN ABC RADIO NETWORK ...

BECAUSE THERE IS AN ABC RADIO NETWORK - millions of young adults meet entertaining people like Dick Van Dyke, Jonathan Winters, Wayne & Schuster, Margaret Truman, Bonnie Prudden, and so many other fascinating personalities. (That's "Flair" on ABC Radio).

BECAUSE THERE IS AN ABC RADIO NETWORK, 60,000,000 Americans are right on the spot at a sporting event such as the Patterson -Johannson fight (an ABC Radio exclusive).

ECAUSE THERE IS AN ABC RADIO NETWORK, every radio listener is kept in constant touch with the nation and the world. Reporters and news analysts such as Alex Dreir, John Cameron Swayze, Edward P. Morgan, Bill Shadel, Paul Harvey work at ABC Radio - all through the day, all through the night. That's because Americans must know the news. And they know because there is an ABC Radio Network.

BECAUSE THERE IS AN ABC RADIO NETWORK more people have a better understanding of the men and women who make national and international news through such fine public service programs as Presidential Press Conference, Issues and Answers, and From Capitol Hill.

BECAUSE THERE IS AN ABC RADIO NETWORK, Don McNeill's Breakfast Club helps millions to get t happy start every day ... every day for 28 years. Yes, it's an everyday fact: local ABC Radio stations will keep giving America the best in public service, the best in entertainment, the best in news, the best in sports, because there is an ABC RADIO NETWORK.

I. S. RADIO February 1961 1 www.americanradiohistory.com NATIONAL ASSOCIATION OF BROADCASTERS

Lancaster, Po.

York, Pa.

Harrisburg, Pa.

Williamsport, Pa.

Easton, Pa.

We earnestly pledge to meet fully our individual community responsibilities and pursue in every possible manner, oppor- tunities to serve the public interest. As N.A.B. stations, we proudly observe the association's standards of good practice.

STEINMAN STATIONS Clair McCollough, Gen. Mgr.

2 U. S. RAMO Fcbruacy 19t www.americanradiohistory.com airwaves

Radio's Barometer

Spot: National radio billings will double in the next three years, according to Carl Scheele, president of Broadcast Time Sales. Mr. Schuele made his prediction in an address before the members of the San Francisco Media Directors Club. He based his prediction on a number of factors including the rising number of radio sets produced and sold (see Sets

below) .

Network: Standard Brands, Inc., was the leading network advertiser in terms of total home broadcasts delivered, according to A. C. Nielsen Co.'s 156,394,000 Sets in Use monthly index for the period ending December 4. There were 249 broadcasts used for a total of 129,428,000 home broadcasts delivered. Sylvania Electric Products held second position with 109,984,000 total home broad- 15,000,000 Fm Sets in casts delivered. Rounding out the top five places were Vick Chemical Co., Pharmaco Inc. and Liggett R Myers Tobacco. In terms of total com- Use (NAB Research) mercial minutes delivered, the Nielsen study shows that Sylvania Electric held the number one position with 87,248,000. Standard Brands was 40,387,000 Car Radios second with 79,0 -14,000. Vick Chemical, Liggett & Myers and Pharmaco ranked third, fourth and fifth in this category. (RAB est.)

Local: WKNB Hartford, Conn., reports an increase of over 26 percent in 1,521,734 Sets Made gross billings for the year of 1960 as compared to the previous year. WVil- (December -EIA) ham Schnaudt, general sales manager, states that he expects the sales volume in 1961 to surpass last year's total. He bases this prediction on received 3,547 Am Stations orders already at the station.

fin on the air at the 821 Fm Stations Stations: The number of am and stations end of i, December totaled 4,368, an increase of 29 (9 am and 20 fm) over the previous month. Commercial AM Commercial FM Stations on the air 3,547 821 Applications pending 612 197 Under construction 120 72

Sets: Total radio production in December N'as 1,521,734, including 520,907 auto receivers, according to the Electronic Industries Association. Total production for the year was 17,126,518, including 6,432,212 auto sets. The 1960 production totals show an increase of over 1.5 million units as compared to year of 1959. According to the EIA, the 12 month figures were the highest since 1917. Total radio sales, excluding car radios, was 2,378,853, a monthly record for the year. The 12 -month total was 10,705,128, representing the best year for unit sales since 1918. EIA figures for the production of fm sets in December were 52,437. Fm production for the year of 1960 was 904,766. This compares to the 1959 total of 540,522.

. S. RADIO February 1961 3 www.americanradiohistory.com for buyers and sellers of radio advertising

PROFILE OF 4141110 WSPD FEBRUARY 1961 VOL. 5 - NO. 2 Radio ... IN THIS ISSUE ... Radio ... In The Public Interest

U. S. Radio Survey 20

Editorializing 24

Radio News 28 hardest working Networks Role in Public Interest 35 Community Service 36 sales clerk Atlantic Refining Covers News 44 1. Alive 24 hours a day with imaginative programming Question and Answer 46 BBDO Media Man Examines Ways 2. Persuasive talent provides an To Keep Up on Programming Changes effective showcase for your selling message ... DEPARTMENTS .. .

Airwaves 3 Report from Canada 61 3. Integrity and believability - BPA Memo 54 Report on Fm 59 Toledo looks to WSPD for re- Commercial Clinic 52 sponsible community leader- Report from Networks 60 Editorial 64 ship Report from RAB 56 Focus on Radio 48 Report from Representatives 59 Hometown U.S.A. 51 Audience domination around Silver Mike 16 4. Letters to Editor 19 the clock shown by both - Names and Faces 63 Soundings 7 Pulse and Hooper Radio Registers 55 Station Log 53 Radio Research 62 Time Buys 9 5. A rich market more than 2 - Report from Agencies 58 Washington 14 billion dollars effective buying income - with Ohio's highest per capita income Arnold Alpert Publisher Member of Business Publications Audit of Circulations Inc. 5 good reasons to put this Jonah Giflit-z Editor potent combination of cir- Arnold Farber Managing Editor culation and persuasion to work selling for you. Your Rollie Devendorf Art Director

Katz man will provide the Mary Lou Ponsell Senior Editor complete WSPD Profile. U. S. RADIO is published monthly by William Wendt Assistant Editor Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, Shirley Sax New York 19, N. Y. Circle 5 -2170. Chi- Administration- Production cago, 111. -161 E. Grand Ave. WHifehall WSPD-Radio 3.3686. Printing Office-3110 Elm Ave- Seymour Weber Office Manager nue, Baltimore II, Md. Price 354 a NBC TOLEDO copy; subscription, for U.S.A., $5 a Jo Ganci Secretary to Publisher year which includes U.S. FM, monthly publication also published by Arnold a STORER station Rest Coast U.S. Possessions Whaley- Simpson Co. Alpert Publications, Inc. magazines National Sa /es Offices 700 Montgomery Building and Canada $6 a year for both Please advise if you move and give olc San Francisco II, SUtter 1 -4583 625 Madison Ave., N. Y. 22 and new address. Copyright 1961 b1 Arnold Alpert Publictions, Inc. Accepter 230 N. Michigan Ave., Chicago 1 c/o Edith K. Whaley 216 S. Vermont as controlled circulation publication a WS 6 Los Angeles 4, DUnkirk 7 -6169 & 6160 Baltimore, Maryland.

{ L'. S. R.1/)/O February 196 www.americanradiohistory.com I Lady Borden has Victor Borge on a spot ... in fact, on several spots, because spots are good for sales. And Victor Gorge's good for spots - especially Lady Borden Ice Cream Spots. It's another example of how the Spot Medium has gone big time. Successful advertisers like Borden's know the power of spots well placed .. know the wonderful flexibility. Most likely you should be using the spot medium right now. Call your nearest H -R salesman. He's an expert Television, Inc. on spot and will show you how Representatives spot wiff work for you. www.americanradiohistory.com ...TO GROW IS TO CHANGE (II Vitality requires the stubborn search for better methods ... dogged pursuit of new accomplishment. And vitality is essential to continued growth and success. ql To those who pour this vitality into the radio medium, we modestly tip our hat. For radio stations today face demanding chah lenges ... to program right .. . to sell right. The challenge to keep radio a respectable, respected member of the family of mass communication media. (II This company has a commanding confidence in the men who manage radio j stations to meet these demanding challenges. But the time is now.

And the requirement is serious, sound individual activity. vitality.

a tr,

AVERY- KNODEL // /l/ Radio and Television Station Representative

Offices in New York Atlanta Dallas Detroit San Francisco Los Angeles Chicago Boston

S. i'h 6 U. ltdl)Ip Fcbniar) www.americanradiohistory.com soundings

Radio Public Service Activity No longer a step -child of station operation, radio public service activity Grows in Frequency and Variety has become a full -fledged partner in program scheduling. This has brought about public interest fare more diversified in nature and more frequent in appearance. These highlights are part of u.s. RADIO'S second annual documentation of Radio in the Public Interest (see p. 20) , illustrating activity in three basic areas -editorializing, news and community service.

Public Service Conference The theme for the fourth Conference on Local Public Service Program- To Accent Changing Society ming- "changing craft, changing community and changing world" -will explore fresh approaches and subject matter for stations to incorporate in their public interest programming and activities. Sponsored and produced by Westinghouse Broadcasting Co., the four -day session will open April 9 at the Pittsburgh- Hilton Hotel, Pittsburgh. Among the many features of the conference will be two "glamour" panels, one composed of economists, sociologists and representatives of official \Vashington and the other comprising performers and talent.

BTS and Mutual Believe Spot Based on the belief that spot and network radio sales can be compatible, and Network Sales are Compatible Broadcast Time Sales, radio -only representative, since the middle of Feb- ruary has been selling time for Mutual Broadcasting System, radio -only network, in major cities outside of New York. Both Robert Hurleigh, MBS president, and Carl Schuele, BTS president, expressed the belief that while their action breaks with tradition, the incompatability of spot and network sales is a "myth." BTS says it will continue to represent stations on a spot basis.

San Francisco Market San Francisco Radio Broadcasters Association, a coalition of a majority Slates Heavy Radio Push of Bay Area stations, is looking forward to an aggressive year of market selling. With the appointment of a full -time executive secretary, Harriet Feinberg, the association expects to increase its market selling concept which it launched last year with the presentation, by five station managers, of the Bay Area market facts in eight major advertising centers.

Radio Free Europe Campaign An estimated three billion impressions, at least equalling last year's mark, Receives Heavy Support was expected to be recorded as the nation's broadcasters went to bat for Radio Free Europe the first two weeks of this month. Objective of the drive was to increase dollar support for the Radio Free Europe Fund (formerly Crusade for Freedom) .

Washington Will be Scene Against a background of agricultural problems, the nation's faun direc- of July Farm Director Session tors will hold their annual mid -year convention in \ Vashington from July 10 through July 12. George Roesner, KPRC Houston and president of the National Association of Tv R Radio Farm Directors, declares, "\Ve are looking forward to going to the nation's capital to get a first -hand report from that vantage point for our listeners back home."

U. S. RADIO February 1961 7 www.americanradiohistory.com Los Angeles is size 98, extra station in metropolitan Los There just isn't any substitute large. When you want to cover Angeles. Hooper says so (18.7N for audience. KFWB /98 it with radio, don't settle for audience share for Dec. '60, Jantes F Simons, Station Manager something with the sleeves too Jan. '61, total rated time pe- Represented by John Blair & Co. short. Before fussing with style, riod). And Pulse says so (16.57 CRO WELL-COLLIER consider the cut of the coat. audience share for Dec. '60, BROADCASTING CORPORATION KFWB is big, big, big radio. Mon. through Sun., 6 a.m. to First in Contemporary Communications More of your customers listen midnight). It's pretty obvious. Robert M. Purcell, President to KFWB than to any other KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB `,,¡'I.asAtheles KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB KFWB

U. S. R.I!)It) February- . www.americanradiohistory.com time buys

Armstrong Cork Co. in traffic times, weekdays and week- Cook Chemical Co. ends. Some spots will be ET's, others Real Kill Products Div. Agency: Inc., New York BBDO live, some a combination; but all Agency: Del Wood Associates, New Product: FLOOR COVERING are minutes. John McCormick is timebuyer. York A new product, Accolon, brings Product: PESTICIDES Armstrong Cork into radio next This spring more than 200 stations nonth in 15 markets. Frequencies in 150 markets will get the call for All hit 25 spots a week for two Brown & Williamson Inc. availabilities for products with the lights. Hope Martinez is the time - Real Kill label. The company has >uyer. Agency: Ted Bates & Co., New distribution in the South, Southwest York and Central U.S. Northernmost east- Product: SNUFF ern city to get a schedule is Philadel- phia. Running through October, the Tube Rose Snuff opens a spot ra- leech -Nut Lifesaver Co. campaign dio campaign late this month in the will emphasize both liquid and aerosol household pesticides, gency: Charles W. Hoyt Inc., southern half of the U.S. Some 50 looking for the housewife with day- New York markets will carry the campaign with a 52 -week contract. Timebuyer time minutes. Expected frequencies °roduct: BEECH -NUT COFFEE is John McCormick. are 20 to 40 a week. Roland Lesser is Mid- February marks the start for the buying contact. heavy campaign for Beech -Nut. letween 30 and 40 markets were p)Ought Candy -Grams Inc. for an 18 -week campaign Corn Products Co. hat will run in two flights. Both Agency: Cole, Fischer dr Rogow 'ninute spots and IDs were bought, Inc., Agency: Donahue dr Coe Inc., kith placement during daytime and New York New York :vening periods. Beech -Nut markets Product: CANDY BY WIRE Product: KASCO DOG FOOD is coffee in the East, going as far A pre -Valentine push for candy by Kasco will go on the air with an- West as Detroit. Virginia marks the wire consisted of 200 spots in two other flight February 20 in 18 mar- iu outhern terminus for distribution, weeks, shared by Mutual and ABC. kets. Spots will be minutes; frequen- xcept for a few markets in Florida. Minutes and 30's were placed in news cies range from 15 to 20 per week. requencies range from 45 to 300 adjacencies where available. The Overall campaign will run for 13 pots per week in each market. Doug is reported to be weeks. Timebuyer is Harry Durando. lamm is the timebuyer. company's budget $200,000 a year, most of it earmarked for radio. Following its pattern of pre -holiday buying, look for another Fisher Body Div. flight sometime before Easter, April rown General Motors Corp. & Williamson Inc. 2. Agency: Kudner Agency Inc., New , gency: Ted Bates & Co., New York York Product: BODY BY FISHER 'roduct: CIGARETTES Charms Co. A second saturation spot radio For the first time in five or six campaign for Fisher Body Div. of dr Inc., ears, Brown & Williamson is back Agency: Needham Grohman General Motors began February 6 u spot radio. And it's not playing New York in 50 top markets. A repeat of a tvorites among its brands either. Product: CHARMS CANDY radio campaign, first in Fisher's his- chedules start February 20 for tory, last fall following model in- will renew its schedules iceroy, Kool, Kentucky King and Charms troduction, the present effort is using Chicago, el Air brands. Placements will run just ended in New York, 300 stations. Frequencies range from for another )r 52 weeks in over 100 markets. Boston and Philadelphia 25 spots per week to 65 per week in early 300 stations are in on the 52 weeks. Several new markets are large markets. Timebuyer is Maria uy, with 50 spots a week going to being considered for testing. Buying Carayas. ich Lediugham. market. Commercials will run contact is Harry (Cont'd on p. I 1)

;m I . S. RADIO February 1961 9 www.americanradiohistory.com i year ... of service to thethe entertainment industry.

1931

* rradea,ork 1961 SESAC INC.. THE COLISEUM TOWER 10 COLUMBUS CIRCLE N.Y. 19, N.'.

10 U. S. RADIO February 1 www.americanradiohistory.com time buys

(Cont'd from p. 9) $34,000,000 for all media, begins this of 1Varwick &: Legler (their associa- month. All four national radio net- tion began January 1) is a heavy Fonda Container Corp. works will carry the new Pepsi spots, spot radio saturation in New Eng- which replace the "Be Sociable" Agency: Smith, Hagel & Knudsen land. Placements began in January, May Inc., New York theme in use since 1, 1958 (See and are still being made. When final Commercial Clinic, p. 52) . The ini- schedules are drawn up, Ruppert Product: PAPER PLATES tial radio campaign will run for six may be in more than 50 markets. Availability calls are going out for weeks, employing 110 spots (min- Some stations will get 26 -week con- minute spot openings the two weeks utes) a week. June 1 is the start for tracts, others 39 -week schedules. prior to Memorial Day. The cam- an 11 -week flight. Local bottler Traffic times, sports shows and oth- paign will run in 50 markets. Fa- placements are expected to exceed ers with a heavy male audience are vored days are \Vednesday, Thurs- the natioanl network campaign. favored. Distributors are being con- day and 'Friday. Timebuyer is Bill is Marvin Timehuyer Shapiro. sulted for best placement of sched- Segal. ules. Timebuyer is Joe Hudack.

Policy -Matic Corporation of America II Genesee Brewing Co. Agency: Daniel & Charleslnc.,New Schweppes (USA) Ltd. Agency: McCann -Marschalk, New York York Agency: Ogilvy, Benson dr Mather Product: INSURANCE Inc., New Ydrk Product: BEER The push- button age of insurance Product: SCH \VEPPES TONIC A quart bottle promotion is now for land travel is here, and Policy - on a number of stations in upper Matic, it's promoter, will use con- Radio will play a part in the New York state, as a sort of season siderably heavy radio schedules this spring campaign for Schweppes, util- warm -up to the big campaign that spring to advertise the service. The izing the agency's famous Command- will start April 1. As of that date, company is installing its vending er Whitehead personality. The num- approximately 100 radio stations will machines in scattered markets this ber of markets and spots has not yet be signed to carry spots through La- spring, and spot campaigns will been decided, but it is expected that bor Day. Frequencies will run from break accordingly. A network cam- some fm stations will carry the cam- 15 to 25 spots per week. Otis Hutch- paign is also in the plan. Time - ins is timebuyer. buyer is Bernice Stuttman. paign. The effort will lure gin and tonic and just plain tonic drinkers to the Schweppes label. Timebuyer is Miss Cohen. Grove Laboratories V. J. LaRosa & Sons

& Agency: Doherty, Clifford, Steers Agency: Hicks d* Greist Inc., New Shenfiield Inc., New York York Universal -International Pictures Product: MINIT -RUB Product: MACARONI Daytime in 17 Product: THE GREAT minutes begin mar- A 13 -week flight begins the end of kets on February will IMPOSTER 20. Placements February in 25 markets. Up to three be for six weeks, frequencies will stations will be used in each market. This new release opens February range from 10 to 15 spots a week. Daytime schedules will number from 16 in Boston and will open in other Some spots will be placed around 7 to minute spots per week. Len U. S. cities over the next few weeks. p.m. news programs. Larry Reynolds 40 50 is timebuyer. Universal -International is investing is timebuyer. Soglio heavily in radio to introduce this picture. Placements are being made through local theaters on a co -op Jacob Ruppert Brewing Co. Pepsi -Cola Co. basis. Spots will go on the air three Agency: BBDO Inc., New York Agency: IVarzuick c Legler Inc., days after the picture starts. In Product: SOFT DRINK York many markets radio will be the only woo The largest advertising campaign Product: BEER medium used. All spots are min- in Pepsi -Cola history, involving some First campaign for Ruppert out utes.

U. S. RADIO February 1961 11

www.americanradiohistory.com HOME OF THE GOB: RE11T-$1 A YEAR

'High on a beautiful hilltop over Cincinnati- silhouetted Mt. Olympus includes one of the world's largest and fines against the clouds ... stands historic Mt. Olympus. ft is TV studios with a giant TV tower built by the Crosle, the modern "home of the gods "... of learning and imagi- Broadcasting Corporation at a cost of $500,000 -bu nation and wisdom. It is the home of WCET Educational these telecasting facilities are now rented as a publi Television Station. service to WCET for only $1 a year.

www.americanradiohistory.com the dynamic

WLW stations

WLW -T Television Cincinnati

WLW -A Television Atlanta

WLW -1 Television Indianapolis

WLW -D Television Dayton

WLW -C Television Columbus

Radio

Crosley Broadcasting

Corporation a division of Arco

WCET, which was the first Educational TV Station licensed and in over 400 schools by thousands of students through- in the U. S., is operated by the Greater Cincinnati TV out the Cincinnati area. Educational Foundation composed of 52 school systems, So the Crosley Broadcasting Corporation considers it an colleges, and universities. This year the educational honor to rent its half -million- dollar Mt. Olympus facilities programs of WCET are being viewed in 28,000 homes to WCET for $1 a year.Our pride and our privilege.

www.americanradiohistory.com washington

Proposed Three -Year Time Various segments of the broadcasting industry continue to voice concern Limit on Transfers Opposed about the Federal Communications Commission's proposal to automatic- ally hold public hearings on station transfers if the properties have been held for less than three years. The National Association of Broadcasters described the proposal as "artificial and unnecessary." It said that the FCC has authority to deal with so- called "trafficking" in station permits and licenses on a case -by -case basis, and each should be determined on its "own specific set of facts."

NAB Questions Whether Public NAB's views on this matter were included in a statement filed with the Interest Will Best Be Served Commission which endorsed "the underlying principle" of the FCC's proposed new rules for dealing with frequent transfers of broadcast licenses and construction and modification permits. The statement pointed out that frequent license transfers are a matter of concern "to a stable broadcasting industry." However, referring to the imposition of a time limit the NAB said, "There is no justifiable reason for applying either a per se rule of approval because of the lapse of a specific period of time or a per se rule of disapproval because of the absence of such. The publi interest might well be served by a transfer of license within six months. On the other hand, a transfer after a three -year period might not be in the public interest."

Possible Results of Proposal Additional opposition to the proposal was made by Paul H. Chapman Outlined by Station Broker president of Paul H. Chapman Co., Inc., Atlanta, station brokers. In hi statement to the Commission Mr. Chapman presented 16 objections. In chided among these were: "By decreasing the supply of stations availabl for purchase the net effect of the rule may be the opposite of that in tended; it would discourage local ownership; it would discourage owner operators; it would probably result in concentration of control of mas media; it would discourage investment in stations needing financial re habilitation in order to better serve the public, the arbitrary rule may b used to sanction transfers against public interest and deny transfers i the public interest."

Debate Continues on Possible The question of whether or not to repeal Section 315 of the Comnutni Repeal of Section 315 cations Act is still being vigorously debated. LeRoy Collins, president o the NAB, urged Congress to repeal the "equal time" section in testimoni given during a hearing of the Communications Subcommittee of the Sen ate Commerce Committee. He said that broadcasters, if freed of tht "strait jacket limitations" of Section 315, "will be faithful to their publif responsibilities and continue to meet their obligations for fair treatmen of candidates and differing points of view."

Repeal Would Not Endanger Fair Gov. Collins testified that this fair treatment is "now required by th. Treatment NAB Head Testifies rules and policies of the FCC pertaining to issues of public importance and these would be operative upon such repeal. If the Congress shoulc feel that such an obligation should be expressed in law, I would recoin mend that the general standards of fairness and equity now included it Section 315 as applicable to public issues be broadened to apply to rip pearances by candidates for office as well. Such a standard," the head o the NAB said, "would remove legislative strictures which impede th flow of political speech and would substitute the broad base of overal fairness in handling of all issues of public import." (Coned on p. It l t U. S. 11.11)10 Fct,n.3n I9f,

www.americanradiohistory.com (This ad appeared as a full page in Jan. 20 Washington Post and Washington Star)

WELCOMEto the historic house at one end Pennsylvania Avenue the two slightly more W WDC. Our address is 1260 on your radio dial. 24 hours every day. We are Washing- of -to hectic Houses at the other end -and to the pleasant, pulsating community that lies ton's most -listened -to station from 6 A.M. to midnight. Monday through Sunday. in between and all around. We provide you with the fastest and most complete local news coserage. We were the first station to present radio editorials on matters of importance to the D.C. area, Welcome, every member of the new Administration. Whether your duties are top for which we hase been commended by national and local authorities alike. We hase secret or typically secretarial- whether your dining takes you to a supper club or a what we honestly behest is the friendliest announcing staff in Washington. bringing soda counter- whether your diversion runs to touch football or professional baseball you the liveliest and best- balanced programming. We are. chose all else. "the station (we've got a new learn there, too!) ... you'll find most people and most things in that keeps you in mind." Washington just about the way you want them to be. Ne wish each of you well in your important undertaking. And we wish you a warm As one good neighbor to another, we'd like to introduce ourselves. Our name is welcome to Washington. It's a wonderful town.

`Pulse, Inc. 5 County Metropolitan Area Survey -- November. 1960 RADIO 1260 on your dial WWD 24 hours every day (WASHINGTON, D. C.- Represented Nationally by John Blair & Company)

U. S. RADIO February 1961 15

www.americanradiohistory.com WASHINGTON (Cont'd from p. 14)

Justin Miller Recipient of Distinguished Service Award Two industry veterans will be presented with awards during the NAB the Convention in Washington, D. C. May 7 to 10. Justin Miller, forme' NAB president and one-time lass school clean, will be the recipient o the organization's Distinguished Sery ice Award, in honor of his contribu tions of broadcasting. In addition t serving as president of the associa THIS MONTH: tion, Judge Miller also served a chairman of the NAB board of direc tors and as general counsel anti 1954. He still serves the organizatio WILLIAM DEAN as a consultant. The Distinguishe Service Award was instituted in 1953 Marketing Supervisor and is presented to an individua Cunningham & Walsh Inc. "who has made a significant and last- ing contribution to the American sys tern of broadcasting by virtue of sin gular achievement or continuin service for or in behalf of the indus try." Schooled in Radio, He Learned His Lesson Industry Veteran to Receive Engineering Achievement Awar The third Engineering Achievemen Award will be presented to Raymon William Dean, who is one of a Cun- pany of Tulsa prior to opening his F. Guy, retired senior staff enginee ningham & Walsh team instrumental own advertising agency there, known for the National Broadcasting Co., a in making all -night radio placements as Bill Dean Advertising. a luncheon to be held during th for the Texas Co., has been inter- In 1950, Mr. Dean became asso- NAB's Broadcast Engineering Co ested in radio since his school days. ciated with the old William Wein- Terence, which is part of the associ A native of Muskogee, Okla., Mr. traub Agency (now Norman, Craig tion's annual convention. Mr. Gu Dean held clown his own radio show Kummel Inc.) as an account execu- was selected for the honor by a while attending Muskogee Junior tive, first working out of the Dallas awards subcommittee of NAB College. His program was heard on office later the Chicago office. and He broadcast engineering conferen KBIX Muskogee and must have won then was appointed general manager committee. Now an engineering cot him many friends, for he was later of Weintrattb's Toledo office, where sultant in Haworth, N. J., Mr. Gu elected president of the college's stu- he supervised the Kaiser- \Villys ac- retired from NBC last October aft dent body. count. nearly 40 years of service with RC. He later moved on to Tulsa Uni- Mr. Dean then joined the Lake- and the NBC network. versity, Tulsa, where he majored in land, Fla., office of Benton & Bowles radio in the school of arts and science. Inc. as field supervisor and account Plans Being Made for Annual He kept pace there, and added a step, executive for Studebaker. Executive at Harvard when he announced for two Tulsa In 1957, he was named regional Seminar stations -first KVOO and later merchandising manager for Texaco Plans are being made for the thin KA KC. by Cunningham & Walsh Inc., work- annual executive development sem After leaving the university, Mr. ing out of the agency's Chicago office. ear for broadcasters which will Dean went into the advertising busi- Ile has been in his present capacity held at the Harvard Graduate Schoc ness as radio and television director as marketing supervisor for Texaco of Business Administration from )u for the Paul Locke agency, Tulsa. He in C &W's New York office since 1959. 9 to July 21. The major objective later went back into broadcasting Ife was married in August 1917 to the course, according to James Hu with KOTV Tulsa, pioneering as a \fadelon Black; their wedding was bent, NAB manager of broadca television disc jockey on what he be- broadcast nationally on the radio personnel and economics, who spi lieves to be the first show of its kind program Bride and Groote. Mr. and supervise the course of study, is tl for television. The year was 1947. Mts. Dean now make their home in development of skills used in It Ile then became advertising man- New Canaan, Conn., with their son analysis and solution of tuauagemel ager for the Standard Mortgage Corn- and two daughters. problems.

16 U. S. RADIO February 19

www.americanradiohistory.com More stations rely on Collins Automatic Tape Control than any other two makes combined. Why? Its quality is superior to any other. o Ask for a demonstration. You'll agree with the 600 U.S. radio stations using Collins Automatic Tape Control that it gives better, tighter programming than any other tape unit on the market.

rd: COLLINS RADIO COMPANY CEDAR RAPIDS, IOWA DALLAS, TEXAS SURSANK, CALIFORNIA www.americanradiohistory.com Two new distinguished books come out of BÌVII's Award Winning Program Series

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You should feel extremely proud of having played a vital role in the birth of these important books on American history.

LINCOLN THE UNFORGETTABLE FOR THE AGES AMERICANS

76 Distinguished Developed by Americans ALLAN NEVINS as a Tell His Story Society of American Edited by Historians project RALPH G. NEWMAN Edited by Published by JOHN A. GARRATY Doubleday -55.95 Published by Channel Press, Inc. Chicago Tribune: Great Neck, N.Y. "Contributions are -$6.00 of outstanding excellence." "Lincolniana of enduring merit." Fort Wayne News Sentinel: "magnificent book" CHOSEN AS A LITERARY GUILD "Bonus Book"

THE AMERICAN STORY Edited by EARL SCHENCK MIERS Published in 1956 by Channel Press, Inc.-55.00 ALLAN NEVINS. eminent author, historian and twice winner of the Pulitzer Prize, in his Intro- duction to THE AMERICAN STORY, writes: The book BROADCAST is unique, also, in that it grew out of an application of scholarly talent to the mass media...These MUSIC, INC. papers, now somewhat revised, first reached the 589 FIFTH AVENUE public over the radio. They were heard by NEW YORK 17, NEW YORK audiences which certainly aggregated millions of people."

18 U. S. RADIO February 1961

www.americanradiohistory.com LETTERS TO THE EDITOR

1961 AIRFAX call letters you published for stations we represent could have been The radio industry owes the staff of yL mixed up when you did such a super THE VOICE OF LONG ISLAND" u. s. RADIO a deep bow of gratitude job of listing so many stations for so you've done for the masterful job many representatives. Following are issue. with the December the corrected stations: San Bernar- is a most valuable day- Here truly dino, Calif., KITO; Jacksonville, "Book of Knowl- known to-day working Fla., WPDQ; Albany, Ga., WALG; edge" for every salesman in radio. Abilene, Tex., KWKC; Victoria, with 'We are especially impressed Tex., KNAL. by the three sections: (1) 1961: Year of Ex- pectation, (2) Radio Research and Lloyd George Venard companies (3) Radio Advertisers -21 Strate- President Venard, Rintoul S. McConnell Inc. gies. New York we keep! If it's possible, we'd like to purchase 100 extra copies of this issue. These will be hand delivered to key Over the weekend, I've had a chance "decision makers" with our leading to catch up on my reading, includ- national advertisers. ing u. s. RADIO. I read with interest All of us in radio are starting the the section on program services. AUTO STORE SALES New Year with a great deal of addi- In the interest of accuracy, how- $409,707,000 thanks ever, I like tional pride in our medium, would to call to your at- SOME "BLUE CHIP" to you. tention that two of the shows, Your Child and You and Your Guide to ADVERTISERS Carl L. Schuele WHLI President Good Health, are both distributed USING Broadcast Time Soles by Harry S. Goodman Inc., New York TO REACH BIG, RICH New York City. Both of these shows are listed LONG ISLAND MARKET a little earlier in the article under Just a brief note of congratulations this firm. Buick on your fine issue of December 1960. Chrysler Corp. Alan Sands i Comet Mark Olds Alan Sands Productions Progrom Director New York Dodge WNEW, New York Dodge Trucks Fisher Bodies Congratulations on your December Rice Reply Ford 1960 issue. It contains practical and General Motors Thanks for the fine story on River very helpful information for all Lincoln-Mercury broadcasters. Brand Rice Mills Inc. in your interesting January issue. Plymouth I would appreciate having your Prestone circulation department sell me a Best wishes for increasing success dozen additional copies, if they are to the magazine. Presto -Lite available. Studebaker Samm S. Baker Valiant Executive Stoff i Jack S. Sampson Donahue E. Coe Inc. Nassau -Suffolk (Sales Management 1960) General Manager New York KOMA, Oklahoma City

We would like to obtain three more Russian Request copies of the December issue of u. s. Over 400 top advertisers RADIO. Remember the George Skinner chose WHLI in 1960. This issue has been very enthusi- study, The .Nuts and Bolts of Radio, Will you be on the astically received here, thus the from your October 1959 issue? "preferred" list in 1961? reason for more copies. The requests have never stopped coming for copies of George's man- r - ---p 10,000 WATTS Martha Babington ual, from all over the world, includ- Publicity Dept. AM 1100 WBNS, Columbus, O. ing Israel, Australia, Japan and ... WHLI FM 98.3 now, from Moscow!

Corrections Ken Klein Public Relotions Director iCt The Kotz Agency Inc. We can understand how some of the New York

U. S. RADIO February 1961 1`,

www.americanradiohistory.com Stations support move to report programming to FCC in narrative form as U.S. Radio

takes second annual look at .. .

RADIO IN THE PUBLIC INTEREST

Radio performs in the public interest in myriad ways. Although 1960 started with accusation and in- nuendo leveled at some stations for certain commercial and programming practices, the year ended in a triumph for the creditable job the medium performed by virtue of its election coverage and analysis. Never before in the history of the sound medium did stations provide such in -depth interpretation and widespread reporting of national and local campaigns, their issues and their personalities. Above and beyond the coverage given to this major event, 1960 gill also be recalled for the general expansion in news fare, information, general services programming and community involvement. These features, of course, are the kind that most people - government officials, advertising executives and listeners -are accustomed to taking for granted. What is public interest programming? And how is it measured? These two questions seem to "stump the experts." A precise definition of public interest or public service programming appears thus far to have evaded capture. Like the crash of thunder, public interest programming and activity can be easily recognized, but not as easily defined. Clair McCollough, chairman of the policy committee of the National Association of Broadcasters and head of the Steinman Stations, voices this NAB view: .. the responsibility of affirmatively determining what is the public interest, community by comma= nity, belongs to the thousands of station executives and personnel who daily serve these audiences. "We must presume that the licensee has a better way of measuring the public interest than anyone else may have. Ile is aware of the competitive program-

U. S. 11.11)10 February 1961 www.americanradiohistory.com A Look at the Record Radio's status as a focal point of community service has been considerably embellished over the past year. The discharge of public interest responsibilities -once considered a stepchild of station operation -has emerged as an integral part of top -level decision -making. A look at the record, as reported by stations returning questionnaires to U.S. RADIO's second annual sample study, shows impressive gains that have been made in community relations and listener awareness of the world in which he or she lives. Enlargement of news activity, editorializing, community participation and support for hometown projects and funds are parts of the exciting story of Radio in the Public Interest.

This past year, particularly, radio stations have exhibited a growing enthusiasm in the role they play as vital communications media. A change in attitude has appeared, interpreting public interest fare and /or activity as a key element of a station's programming schedule -not as something that is "clipped and pasted" merely to meet FCC requirements. The entire feature section is devoted to illustrating radio's public interest record in three main areas of activities- editorializing, news and community service.

ming on other stations in his community, whether increasing listener awareness of the world in which radio or tv, of the service offered by the published he or she lives? media, the community's various educational institu- It would seem ideal that any measure of station tions and the ethnic composition of his audience. All public service activity should include elements of all of these factors play a part in his judgment of the these things. he satisfy the public interest fashion in which must According to questionnaire returns to u.s. RADIO'S through his facility.... The (Federal Communica- survey, here are public interest performances for has not been given authority to tions Commission) the average station in each of three market cate- m try to change or mould the public taste to suit its gories. These figures measure the number of pro- m own notions." gramming hours and the number of announcements In u.s. RADIO'S second annual survey of..Radio .. . of the in the Public Interest, Robert Mason, general man- of public service activities average station ager of WMRN Marion, O., asks, "What really is replying to the survey. tl 'public service' programming ?" Average station in markets with a population up He says, "The commission can't agree on an inter- to 499,000 programmed 444 hours in the public pretation and certainly the stations themselves do not interest last year and aired 7,620 such announce- seem to have the same concept. Would you call a ments; when added together these had a dollar od high school graduation broadcast 'public service'? rate card equivalent of $59,632. For 1961, this NVe do, even though we have it sponsored. average station expects to increase public in- "All I can say is that we do a tremendous amount terest hours to 451 and announcements to 7,780. of what we call 'public service' programming. Some- Average station in markets with a population be- where around 20 to 25 percent of our talk programs tween 500,000 and 999,000 broadcast 602 hours 111( are 'public service' if you want to include road and interest in 1960, weather conditions, and similar items, even though of programming in the public equivalent dollar they are sponsored." with 8,391 announcements; the One thing seems to be clear, however. The indus- value for both was $121,898. For this year, hours try accepts the idea that public service programming of public interest programming for the average can be sponsored. This applies to public interest fare station are expected to rise to 623 and announce- in all its forms -news and information, community ments to 9,467. service activity and even editorializing. Average station in cities of more than one mil- is in- iex The question arises, too, as to "how public lion in population aired 848 hours of public ?" aio terest programming and service measured interest fare in 1960 along with 16,312 announce- of hours and nr Should it be measured by the number ments; these had a dollar equivalent value of it be gauged announcements devoted to it? Should $482,304. For 1961, hours of programming in by utilized to make the pro- the effort and manpower the public interest for the average station are gram or campaign successful? Should it be considered expected to increase to 911 and announcements in the light of the results, whether measured in terms 16,415. of impact or money collected for a fund or cause, or to

21 U. S. RADIO February 1961

www.americanradiohistory.com RADIO IN THE PUBLIC INTEREST

At present, the only official accounting a station has Robert Dunville, president of WL \V Cincinnati, to make of its public interest activity is a composite - emphasizes how the true picture of a station's public week percentage breakdown of programming in service activity is not presented clearly or accurately various fixed categories. under the present system. There is a strong industry movement afoot to "The present composite-week percentage report broaden the FCC requirement to include a narrative does not accurately reflect the true nature and scope report by stations of their public interest functions. of the programs included in this percentage and does The NAB has been a very vocal advocate of the not allow to be stated the real service the station is is measure. The association's view that "submission fulfilling in meeting its obligations to serve the corn - by the broadcaster of a percentage breakdown of his munity interest, convenience and necessity. Neither programming is unrealistic and unnecessary." does the composite -week percentage report allow con- It is also the view of NAB that the commission sideration for special programming which is not "could ask the broadcaster what he had done to de- typical of the broadcast week throughout the year.... termine the desires of the responsible elements in "Neither does the percentage report give considera- the community which he serves -and having reached tion to the cost of research, writing, production and a logical decision on the needs of his listeners or talent in producing programs in various categories, viewers the light of all other services available -in nor to the true type of some public service programs. to them -the broadcaster alone might then shape the programs of his station." "For example," continues Mr. Dunville, "each Mr. McCollough declares that "It is most encourag- summer WLW broadcasts an hour weekly of the ing that the commission's conclusions on these pro- highlights of the Summer Opera. The Cincinnati gram ... matters stated that it is the obligation of Sumer Opera is the second oldest grand opera in the the licensee to pursue a diligent, positive and con- U.S. and the company performs on the stage of the tinuing effort to discover and fulfill the taste, needs outdoor auditorium at the Cincinnati Zoological and desires of his service area. Gardens for a month in early summer. WLW pre- "The commission may revise its application forms sents one hour of programming each week taken to require of the applicant a narrative of the meas- from the actual performances at the opera. ures he has taken and the effort he has made to de- "To broadcast this opera, it is necessary to incur termine the taste, needs and desires of his community four to six hours of engineering time merely to re- or service area -and the manner in which he is meet- cord the whole opera score as it is being performed. ing them. Additionally, it is necessary to spend six to eight more "What this means in essence -presuming final engineering hours under the supervision of an assist- favorable FCC action -is that a broadcaster will be ant director of the opera to edit the whole score down able to forget about percentages, or most of them, to an hour's broadcast time. This time and talent is and organize his programming structure to meet the necessary to preserve the story and musical continuity needs and desires of his community in light of other of the opera. \VLW goes further as it is also necessary services that are being provided for community use." to write the running commentary to retain the con- Most of the stations replying to the u.s. RADIO ques- tinuity of the opera as it is broadcast. tionnaire survey indicated they were very much in favor of the proposed narrative format. The remarks ENTERTAINMENT OR PUBLIC SERVICE? directed against the proposed narrative form do not "And then," states \fr. Dunville, "all this ends up criticize the idea itself, but are concerned with the merely as a percentage in the broadcast 'entertain- extra amount of work that would be involved in ment' category There is little quarrel with the neces- preparing such reports. sity of preserving and fostering our cultural heritage "This allows the station to go into greater detail by broadcasting opera; however, when the station and to cover projects not included in the 'composite performs this service to the community, and reports week,' " states Jack Wagner, program manager, it to FCC, it must be classified in the 'entertain- KNBC San Francisco. "Also, the effectiveness of the the ment' category with less cultural, less costly service should be considered." -along programming. Consequently, the station receives no Support for the narrative approach because it con- credit for performing a public service -but instead siders results and effort is explained by Dick Embody, must defend its preponderance of entertainment program director, KGGF Coffeyville, Kan. "Num- progra ms. bers are only half a story. In public service how do numbers explain an appeal for a needy family "We at \\'LW sincerely believe," concludes Mr. burned out of its home or the hospital asking for a Dunville, "that a truer picture of this sort of pro- special type of blood. We say that we programmed gramming could be shown through use of a narrative, 150 hours of public service in 1960, but that doesn't qualitative form of reporting to the FCC." tell you that approximately 100 hours of that time Stephen Labunski, vice president and general man- was station -produced programs dealing with local af- ager of WMCA New York, explains the station's fairs, farm activities, special drives, among other stand in favor of a qualitative report. "The govern- features." ment has at its disposal a large body of information

22 U. S. RADIO February 1961

www.americanradiohistory.com on broadcasting. But, unfortunately, much of it- "Yet, operating a station in the public interest' with regard to programming -is irrelevant, unen- suggests the presentation of material in such a way lightening and almost always incomplete. It fails to that it will interest the public," states Mr. Labunski. take into account the really significant facts about "This requires modern techniques which fit radio radio 1961 -that today's radio stations, for example, listening habits." have developed numerous techniques for increasing Similar reasons are expressed by Duncan Mounsey, the effectiveness of their service to their listeners, to vice president and general manager, WPTR Albany, the communities they serve and, of course, to the ad- N. Y. " \Ve are in favor of the narrative form because vertising economy. the present 'numbers' system has no relation to "That a quiet revolution in radio programming modern, independent radio." has taken place over the last 10 years or so would not \VIST Charlotte, N. C., which relies to a great ex- be apparent to readers of FCC forms, were it not for tent on public service announcements, also believes the widely recognized facts of life. Radio today is the narrative approach is preferable. Douglas Bell, bigger, more prosperous, more competitive and more program manager, declares, "We are in favor of the vital as a force in American life than it ever was in qualitative form because one 1- minute locally -pro- what were considered 'the good old days.' duced public service spot may take hours of time for "The increased use of minute -to- minute news and planning and recording." public service in a setting of popular music is but In addition to the time and effort involved in a one example of the kind of new program technique public service campaign, WKY Oklahoma City em- which is not reflected in government questionnaires," phasizes the value of the narrative form because it states Mr. Labunski. can show the results achieved. \Ierilyn Shaw, public "Under some old concepts, the ideal 'public service' service director, says, "Numbers alone are grossly in- program was 15 minutes or a half hour of sustaining capable of explaining the significance and success of time and it somehow followed, therefore, that most the time and effort which is devoted to the service of sustaining programs were 'good' and commercial our city and state. programs 'bad.' It is doubtful, however, if a half "To illustrate, let me ask which of the two methods hour of music 'brought to you by the Red Cross' is should be used to describe \VKY's efforts in 1960 on necessarily a greater 'public service' than a fully -spon- behalf of the Santa Claus Commission? Reporting sored half -hour discussion program on juvenile de- our contribution as 100 announcements or stating linquency. It is not the sponsorship which matters, that our cooperation resulted in a $730 flood of con- but the program content. Moreover, such things as tributions to bring yuletide happiness and toys to the vast number of daily program featurettes and unfortunate children in our area? brief spots on traffic safety, health information and "Were we able to demonstrate to the FCC our ac- charity solicitations, spaced for maximum exposure tual on- the -air appeals and announcements -and the throughout the broadcast week, go largely unnoticed response -the 'numbers' system would undoubtedly in the FCC's apparent pre -occupation with out -dated pale into insignificance in comparison with the pub - forms. lice service impact of our daily activity."

1111111 1 II ' 11111111111111111111111111111111111 11111111 11 1111 II 1 111 1 I11:11 IIIIIIIIIIWIIIIItllllll Public Interest Performance The following figures are based on questionnaire returns to the U. S. RADIO survey. The dollar equivalents for public interest programming are based on station rate cards:

Average Station Average Station Average Station In Markets of In Markets of In Markets of Up to 499,000 Between 500,000 1 Million or Over and 999,000

Hours of Public Interest Programming in 1960 444 602 848 Expectations for 1961 451 623 911 Number of Announcements in 1960 7,620 8,391 16,312 Expectations for 1961 7,780 9,467 16,415 Dollar Value for 1960 Based on Rate Card $59,632 $121,898 $482,304

1111111 1M :1111 I 111111111 I 1::111111111 ti u I11 1, I 1111 IrIII111llllllllllh 111111111111111111111117I1111III II Illllllllllllllllllllllllllllllli

23 U. S. RADIO February 1961

www.americanradiohistory.com Editorializing on radio is gradually becom- ing a staple of programming content. With the growing emphasis on news and community awareness, many stations are finding that the editorial is an effective means of building leadership and recognition. In a more basic light, the editorial is a way of showing that the radio station is a "thinking organ- ism" of communication. The radio editorial takes many forms. It is as brief as one minute or as long as 25 minutes. It deals with support for a fund drive, a local civic problem, a national or international political issue or even the support of candidates running for office. The radio editorial is broadcast once a day, several times a day, once a week, once a month or sometimes only when a station feels that a special issue is raised that demands such treatment. According to a survey of its members by the Na- tional Association of Broadcasters, about 60 percent of the radio stations editorialize either occasionally ELECTION QUESTIONS are answered by Eleanor Roosevelt, guest or regularly. The extent of editorializing seems to on KMOX St. Louis At Your Service program, aired four hours vary with the size of the station. For example, the daily. Standing is Robert Hyland, gen. mgr.; at left is Jack Buck, announcer. Four -hour block is part of seven -hour talk schedule. NAB survey shows that 71 percent of the small stations editorialize, 59.6 percent of the medium stations do and 48.5 percent of the large stations editorialize. Similarly, there is a great deal of difference among stations regarding the extent of editorializing. Among the small stations responding to the NAB survey, 56.4 percent editorialize occasionally and 14.6 percent regularly; for medium stations, it is 48.1 percent occasionally and 11.5 percent regularly, and for large

Stations that take on -air stands find they have direct effect on community thinking and action, proving there is such a thing as..

[IiITOIIIAIIZINtI

24 U. S. RA[)/D Fcbniary 1961 www.americanradiohistory.com stations, it is 37.1 percent and 11.4 percent, respec- called Personal Opinion, which it runs three times tively. daily, five days a week. "This has been the best re- Although many people often become involved in ceived feature ever used on the station," NVRBL the creation of an editorial, the manager or general reports. manager of the station delivers the editorial in 67 "Commentary recognizes two -state coverage area percent of the cases, according to NAB. Next comes and does not, therefore, confine itself to local issues the news director or editor who gives the editorial entirely. Station does not seek to start controversy in 34.8 percent of the situations. for the sake of audience building. No naine calling, Most stations which do give air to their views pro- no sensational approach. In spite of avoidance of vide an appeal for action. The NAB report states 'colorful' technique, editorials have big audience. that considering all stations which editorialize, "We prefer to convince by explaining the issues whether regularly or occasionally, 50 percent of the fairly, unemotionally. Some stations avoid national small, 55.7 percent of the medium and 80 percent of issues. We use them, feeling that localities have an the large stations make a specific plea for action. investment in national and international affairs. Most stations have found, too, that editorializing We use this type of material, however, only when has little adverse effect on station business. A large the subject matter can be readily understocxl within majority of all stations---70.6 percent -report no three -minute limit assigned to the program. effect on business from editorializing; only 1.6 per- "Editorials are identified as representing the view- cent state they lost business, while 27.8 percent say point of station management. They are aired by the they gained. director of public affairs. Copies are mailed to all Stations that editorialize also adhere closely to persons who may be concerned with the issues dis- rules of fair play. Nearly 80 percent seek out op- cussed," the station adds. posing views in many different ways (on -air invita- An indication of the stature attained by radio edi- tion or by phone or letter); 15 percent offer time if torializing is a campaign being conducted by WWDC it is sought, and only one percent of stations report Washington to get ratification of a constitutional they do not seek opposing views. amendment that would permit District of Columbia The following are illustrations of the methods and residents to vote for president and vice president. experiences that various stations have had with edi- The station has urged all stations that editorialize torializing, as reported in station questionnaires. to support the proposed amendment with on -air These examples show the many varied approaches views. In a dramatic plea, 'WWDC has pointed out stations use and the different sentiments on content in a letter to stations that last November 8 the and subject matter. 763,000 residents of the district did not-and could WRBL Columbus, Ga., has an editorial feature not -go to the polls. Ben Strouse, station president,

DONOR GIVES blood in WEJL Scranton, Pa., studios as Bill Pierce (r), air personality, interviews him. More than 1,348 pints RESULTS have been donated in Bloodmobile while stationed at WEJL.

U. S. RADIO February 1961 25

www.americanradiohistory.com RADIO IN THE PUBLIC INTEREST

EDITORIALIZING

advised his fellow broadcasters that Congress has ap- Co. have been editorializing on a regular and con- proved the submission of the amendment to the tinuing basis for the past year. The group has just states, with ratification by 38 states necessary for laid plans to enlarge the scope of the editorial func- adoption of the measure. tion for WKRC -AM -TV Cincinnati through the ap- In taking the battle to stations that editorialize pointment of an editorial director, Pat Boisseau, and across the country, WWDC has enclosed a suggested the naming of an eight -man editorial board to estab- 60- second editorial as well as a carefully- researched lish and shape policy. fact sheet that explains the status of the amendment, Under the new policy, editorials on the radio sta- its purpose, how it would affect the various states and tion will be broadcast four times daily, where for- the district, and a history of the voteless tradition. merly they were aired only on Monday. This schedule Mr. Strouse has appealed to stations to editorialize allows for 16 more radio editorials. The board will on the issue, if they believe in its merits, so as to meet weekly to develop and approve the editorials. influence state legislatures which must pass in favor Mr. Boisseau, a member of the board, will be respon- of the amendment's adoption. sible for the research, writing and delivery of the WKRC editorials. However, when editorial subjects PRESIDENTIAL CAMPAIGN STAND are developed for delivery by all Taft stations, they will be presented by L. H. Rogers, operations vice WMCA New York, among the first stations to edi- president. torialize, stirred up a beehive of activity and com- As to editorial content, Taft policy does not sup- ment last fall when it took a stand on the presiden- port specific candidates for public office nor political tial contest. parties, platforms or credos. Over the past year, edi- In what is credited as the first time a station broad- torials have covered such things as government con- cast an editorial supporting a White House candi- trol, foreign affairs, fluoridation, juvenile delinquen- date, WMCA came out in favor of the then Senator cy, problems in education, Jimmy Hoffa and outer John F. Kennedy. On October 26 and 27, Nathan space. Straus, chairman of the board, delivered the endorse- KFMB San Diego describes itself as having "recent- ment. The editorial resulted in a great deal of corn - ly entered the extremely serious field of editorializ- ment, pro and con. In fact, Senator Thruston B. ing." Like most stations that editorialize, KFMB Morton, Republican national chairman, filed a form- reports it does not take lightly its obligation of fair- al demand for equal time. ness to the public. But the station had already offered Republican "Much research and many hours are spent in pre- presidential contender Richard Nixon and his run- paring these editorials. KFMB presents the issues in ning mate Henry Cabot Lodge an opportunity to clear and concise language. Then the arguments for reply. Ambassador Lodge accepted the invitation and the arguments against each proposition are out- and replied to Mr. Straus' editorial on November 7. lined. Then, and only then, do we present our edi- WMCA ran full -page advertisements in New York torial- prepared and delivered by management." newspapers before both broadcasts in an effort to give The station also declares that it "editorializes, but equitable treatment to both points of view. not indiscriminately." Its efforts are directed at in- At KCBS San Francisco, the editorial accent is on forming listeners and influencing them "to vote in community affairs. During 1960, the station says it a manner which will in the end result in better liv- aired 31 editorials. In cases where groups in the coming conditions for them." munity differ with the conclusion of an editorial, a spokesman is given the opportunity to reply on the air. Five such replies were aired last year. EFFECT ON LOCAL ISSUES KCBS broadcasts each editorial three times a day KFMB believes that its efforts have had effect on (generally at 8:10 a.m., 5:55 p.m. and 9:10 p.m.). several local issues. It editorialized on behalf of deed- When a group presents a countering position, it is ing an expensive section of land to the Dr. Jonas broadcast at the same time as the original station edi- Salk Research Center and the issue «-as overwhelm- torial. The editorial topics cover a wide area of ingly endorsed, it states. Also, during last year's gen- community life. Some offer constructive criticism, eral elections, the station editorialized on state and while others endorse projects and persons in north- local propositions -such as "yes" for a water bond ern California. issue and "no" for a state senate re- apportionment During 1961, KCBS says it will continue to take a measure -with considerable success, KFMB reports. responsible position on local matters. And although For more than three years, KFH Wichita, Kan., the station does not plan to air these messages on a has been editorializing on a regular basis. These on- regular schedule, it expects to editorialise each week air opinions deal generally -but not exclusively - on issues it believes of major importance. with issues of community-wide interest. A recent edi- The radio and tv stations of the -l'aft Broadcasting torial deploring the "adult" type of movie fare being

26 U. S. RADIO February 1961

www.americanradiohistory.com shown in Wichita brought forth a flood of comment on various sides of the problem, reports the station. As a result of this particular editorial, states KFH, a number of citizens representing a cross- section of the community, and several clergymen, banded together to launch a move for better movies in Wichita. KFH editorials are selected by a four -man policy board that meets weekly to discuss the editorials to be prepared for the N'eek. After the subject matter is researched by various members of the news department, the editorial is written usually by the news director and sometimes by a station newsman. It is then submitted to the station manager for approval and recording and is broadcast at least eight times in various parts of the broadcast schedule. The editorial is not broadcast within newscasts (except (luring the 30- minute evening show Newsarama), but is usually placed in close proximity to the news shows.

LISTENERS GET CHANCE WPBC Minneapolis has for several years included daily commentaries and editorials in its schedule. Some of these are part of newscasts, while others are entirely separate. As part of its overall editorial policy, WPBC al- DOCUMENTARY ON pornography is 13 -part lows its listeners a chance to express their opinions on series prepared by KDKA Pittsburgh. Here Bill "hot" issues via telephone. These are broadcast un- Steinbach, KDKA, interviews Rep. Kathryn edited. Granahan (Pa.), sponsor of legislation to fight pornography. Series is a quarter -hour long. to WOOD Grand Rapids has been editorializing with regularity and has been able to record direct results nt from its efforts. In one case, the station disclosed lú that candidates in city elections were spending more IB on campaigns than allowed by law, that some candi- Ili dates received and spent anonymous donations contrary to law, that some expense accounts were inaccu- faucet, that out of all broadcasting there should flow rate and that most candidates didn't file expense ac- a tremendous editorial stream. counts before the deadline prescribed by law. "It is not that simple. I believe that the FCC has that it floes not really intend untram- This past year a county prosecutor advised each demonstrated common to newspapers and candidate of the law and that violations would be meled editorializing so which people are conditioned to and expect if you investigated. Despite this, WOOD informed its lis- are to editorialize on a clay -to-day basis. So far, such teners that almost 50 percent -37 out of 79 candi- as has been done on KFAL has been dates in the primary election not filed expense editorializing -had only the occasion demands, a well- articulated ex- accounts by deadline. Although the station compli- as pression of what is a public need," he continues. mented the for his efforts, it urged prosecutor still a new county action "We have, in the past, supported in finding out why those candidates ignored buildings (carried after the law. hospital (carried); new school two defeats); a new recreational area (carried) ; im- WOOD clay the reports that the after the editorial proved city streets and lighting (carried) ; a strong prosecutor missing ac- demanded that the expense local safety council (carried) , and many other simi- counts be filed immediately. Within three days, all lar projects." candidates reportedly complied. As observed, it has been the experience of most Although many stations seem to be leaning in the stations editorializing that results can be seen and direction of editorializing with some regularity once measured. they get the "feel" of it, there are also many others WAJR Morgantown, W. Va., reports of editorial who believe a radio editorial should be saved for a success in a fund- raising drive. The station adopted special issue. a strong editorial stand in favor of the United Fund. Robert Nickles, general manager of KFAL Fulton, The county had never previously reached its goal. pot Mo., declares, "We do not at present editorialize on But the 1961 goal has been reached 130 percent. the com- lion a regular basis. This we feel is desirable, since to pro - The station reports that "United Fund be given o duce an editorial every day requires a great deal of mittee stated part of the credit must to eb- preparation for which we do not have the time, radio for the part it played in conjunction with other goal to be reached ite'a space, personnel funds at present. I do not think media in helping this year's and be that just because the FCC has decided to turn on the surpassed."

U. S. RADIO February 1961 27 www.americanradiohistory.com Il Today, John Q. Radiolistener has at his fin- gertips a more complete source of news reporting and news analysis than at any other time in the history of communications. Turning the dial of his radio Ivill not solve the ever increasing world tensions, nor AVM it eliminate the complexities of living within his own community. But it will offer him a greater understanding of these complexities and tensions than it has in the past. No longer content with a passive observance of the issues at hand, John Q. now demands his news "in- depth." He asks for an analysis of the situation, not just a report on it. He asks, "Let me hear my neigh- bors' complaints. What response will the leaders of my community give to these complaints? What is the town council, the state legislature doing to improve my way of life ?" And the local radio broadcaster is attempting to meet his responsibility to feed this insatiable curiosity. In a survey of radio news techniques by the Na- DEMONSTRATING radio's mobility is this WIL St. Louis mobile cruiser dispatched to the scene of the fire by the station's "Action tional Association of Broadcasters, a trend toward Central" news bureau. Mobile cars outfitted with remote control more extensive, broader news programming is units are now standard operating equipment with many stations. shown. (Because the 1960 report is the second such survey made, the first being made in 1953, compari- sons of news programming today to that of seven years ago have been made.) In one of its conclusions, the NAB states, "The stations, themselves, are offering a greater coverage of news (local and network). The small station (up through 250 watts) now offers an average of two and a half more hours of all -news programs a week than it did in 1953; the medium station (500 through

A new look at station operation I shows vast expansion in news and talk programming; the report below documents highlights of ..

RADIO ND

.S 19(ìl 28 (' RADIO l'cbru;iiy www.americanradiohistory.com 5,000 watts) approximately the same increase in and births. In addition, they contact sheriff offices, hours, and the large stations (10,000 through 50,000 highway patrol and police stations, corns houses, and watts) two more hours of all -news programs per week. city council meetings in 40 communities. The sta- "Their increases in local programming devoted tion leans toward the longer newscast as is evidenced to news are even greater: two and a half hours more by "two half hour news programs daily, along with offered by small stations, one hour more by medium three 20- minute shows, three 15- minute and three 5- stations and three hours by large stations. All sta- minute casts." Since weather is an important factor tions on the average have considerably increased in farming areas, the station stresses this aspect of their coverage of local area news.... Their increases news programming with "five separate %%Teatller shows ... are substantiated by the fact that 84 percent of daily, besides the weather report on the regular news all station managements reporting felt that news pro- programs." gramming is more important today than it was five But news reporting is only one aspect of the over- is years ago... . all picture. There an ever increasing abundance of public affairs programming. This would include The report goes on to say . . . "indications are that small and medium stations are making more the interview, the discussion and /or talk and the program. extensive efforts to dig out local news, and this by documentary reason of the findings that a larger percentage of 'TALK' BROADCASTING small and medium stations have more reporters today than they did seven years ago. All in all, the One station capitalizes on the public affairs con- indications are that the importance of news has in- ception of news programming, airing seven hours of creased rather than lessened." "talk" broadcasting a day. The KMOX St. Louis "talk" schedule runs on weekdays from noon to With medium and small stations, expanded local seven, but the main feature begins at three p.m. and news a leading news has taken role in the overall is entitled At Your Service. Within these four hours of the general is this picture. Indicative concensus is a potpourri of news programming that may range one submitted to NAB by a comment the broadcast- from à book review prepared and delivered by the er, "The value of local news goes beyond the spon- station's news director, through a comic interview sorship of such programs -to the building of our Arith a baseball star, to an in -depth documentary re- station's total audience, adjacencies, sales, etc. It port on a medical plan for the aged. Throughout, he builds respect for radio in its the station community; the schedule is interspersed with news highlights re- te itself becomes an integral part of the community ported by the station's local staff, its Washington up life." correspondent and the CBS network. nd Representative of the current expansion in news is Because At Your Service encompasses so many va- an a report by WCCO Minneapolis. The station states ried facets of new programming, a brief run -down ah it considerably increased its news output during 1960. of the personnel utilized and a typical daily schedule It reports, "[we] now offer a total of 420 news and will provide at least a partial indication of what news- related programs per week. Of these, 283 are KMOX accomplishes. To guide the general policy locally originated broadcasts and 137 are network of the program as well as determine wltat specific programs. An important feature of WCCO news material will be used each day, the station manager, in broadcasting is the extensive use of actuality tapes program director, executive producer and promotion in news reporting. During 1960, more than 6,000 director gather for an hour every morning to plan the such recorded reports were employed in bringing a day's program and to consider leads for future pro- more direct account of the news to our listeners." grams. Assignments are given out to reporters who An example of how a rural area station keeps its will conduct on- the -spot interviews via portable tape listeners informed is this account by KOEL Oeh%'ein, recorders. Personalities are lined up for future inter- Iowa. Because of the vast number of communities views, and special events features are assigned to covered, local news is a prime concern of the station. designated personnel. As part of its service the news department contacts In addition, full -time contributors to the program the 14 area hospitals for all admissions, discharges include three announcers, one of whom acts as a

IN THE SPOT

U. S. RADIO February 1961 29 151 www.americanradiohistory.com RADIO IN THE PUBLIC INTEREST

RADIO NEWS host -anchorman for the entire At Your Service seg- On Monday nights former Milwaukee Mayor Frank ment. The news department provides a staff of eight, P. Zeidler holds forth on various city government including a Washington correspondent and a sports problems. And twice a week a program entitled Two reporter. In production, one engineer has the re- for the Record is run for tss'o and a half hours. Here, sponsibility of editing the tapes and airing the show. station personalities discuss different issues, and then Finally, there is a group of free -lance contributors request listeners to phone in their questions and such as the sports editor of a local paper, several pro- opinions on the subject. fessors and educators and a local columnist, all of A series entitled Adventures in Ideas was run over whom deliver capsules from time to time on topics KOA Denver during the past year. In association within theeir fields of interest. with the Colorado Woman's College, the station pro- According to the station, the first hour of At Your duced this 13 -week "talk" series designed to "stimu- Service (3 -4 p.m.) is a "press conference of the air." late the intellectual curiosity" of the school's stu- VIP's in the St. Louis area are interviewed by the dents (as well as other interested parties). Subjects program moderator on subjects with which the per- of a few of the talks were: "The Wonder of Books," sonality' is most acquainted. Then listeners are asked "Science and Man," "The Meaning of History," and to phone in additional questions that are answered "The Challenging Role of Women." on the air. Prominent among the guests who have 1960 was a year that also saw the local station de- been heard on the show are the mayor of St. Louis, velop in the area of the documentary program. Nor- the two senators from Missouri, the general manager mally restricted to the networks where the resources of the Cardinal baseball team and the city's police are greater, several stations found a way to produce chief. this type of news broadcast and still remain within The second hour moves over to the lighter side of a moderate budget limitation. An energetic example the news picture, although the station notes that the of a documentary on global tensions was Our Rest- purpose is still to be informative. Here, short inter- less World presented over \VAVZ New Haven, Conn. views may include a talk with a man s'ho makes In this program, the on- the -spot interview- was car- toupees, the governor of California interviewing a ried to the far corners of the world. With a portable narcotics user, and an interview with Martin Luther tape recorder and a ticket that would take him to King on Southern sit -ins. Japan, Hong Kong, Thailand, India, Turkey and The final segment from 5 -7 p.m. is entirely de- Vienna, Daniel \V. Kops, president of \VAVZ, em- voted to news that is local, regional, national and barked on a summer hiatus that carried him to these world- wide; all presented as local news -in -depth and areas. Mr. Kops' intention was not to get his story news analysis, plus features from the CBS network. from the foreign policy experts but to talk directly Once a week Detroit Mayor Louis C. Miriani with the local people. The station reports, "In every appears on WWJ in an informative talk program country, he concentrated on talking with the people. which relies upon the listening audience to submit He avoided statesmen and ambassadors because they topical issues for discussion. According to the De- were not part of the particular story he was report- troit station, "the sessions have led to better under- ing. IIe met with seasoned American journalists who standing of city government, have stimulated action briefed him on the local background. Then they on several problems and given the mayor a barometer passed him on to native journalists who expressed for measuring the wants of the people he serves." Another discussion program entitled Senior Citi- zens examines the problems of old age. Areas co- IE vered are: Housing, health, income maintenance, so- 11 cial services and counselling. "In most instances," says W\VJ, "experts in the various fields added im- measurably to listener knowledge of the problems of aging." Delving into the documentary style for another news feature, the station ran a series on neigh - borhood and housing improvement. WTMJ Milwaukee offers four discussion type programs that probe into the more serious problems of the clay. The Open Question is run on three Sun- day evenings a month. Well-known authorities on various subjects face a panel of local persons who are free to ask what they choose of the guest. On the one Sunday a month that the above program is not run, another panel discussion entitled Human Rights RESEARCHING for another "in- depth" study of a special news event to be aired over Probe, are WKBW Buffalo newsmen Russ Sya- is this instance, the panel is the author- substituted. In cuse (I.l, Iry Weinstein (c.) and program director Gene Nelson. ity and the discussion arises from within the group. Program presents one news item a week using e half -hour format.

30 1'..C. !L11)I0 February 1961 ÿ www.americanradiohistory.com their country's views. He recorded his interviews, 1VKB\V Buffalo, N. Y., has developed a news -in- friendly and unfriendly, without injecting any point depth program that in one instance, at least, utilized of view. Mr. Kops returned with a collection of un- the documentary approach to obtain its material. edited tape recordings, a crowded note book and a The program entitled Probe is designed to examine kaleidoscope of impressions. one news highlight a week. The \VKB \V news staff "Based on his material and observations, he wrote researches the incident and presents it in a half -hour a documentary report for each of the six countries. format. One example, the station reports, was "after Each was liberally interspersed with tape recordings the disastrous crash of an Eastern Airlines Lockheed bringing in voices of the people in the particular Electra in Boston, Probe programmed "Mourning country. His approach was that today Main Street Becomes Electra." USA runs into the outer reaches of New Delhi." This study was prepared with the full cooperation The programs ran about 10 minutes in length and of the FAA, Lockheed Aviation and several major were heard at 1:15 p.m. on Sunday afternoons and airlines. repeated again on Monday mornings. In addition, It contained statements by spokesmen from the the overall concept was developed into a 30- minute Airline Pilots Association, the Federal Aviation program and was presented to service clubs in the Agency, plus senators and congressmen involved in area. To aid the audio- visual department of the lo- the investigation of air crashes. Portions of the pro- cal schools, WAVZ provided the tapes for use in the gram were taped in the cockpit of the Electra air- schoolrooms. The basic format was utilized by sister craft." This series proved appealing enough to gain station, WTRY Albany, N. Y., with the exception a sponsor. The Buffalo office of Mutual of Omaha that that station used its own personalities and purchased the series for 13 weeks. geared the content to the listeners of the Albany - Schenectady area. GOVERNMENT COVERAGE WAIT Cedar Rapids, Ia., reports it ran "Special documentary programs of particular interest to the One area especially vital to local news reporting community and the region, such as two half -hour is the activities of the city council, and in some in- documentaries on the famous Amana Colonies of stances, the state legislature. To get news in the Iowa, the first of which was entitled The Amana making, radio stataions have direct lines to the coun- That TVas, and the second, The Amana That Is. In cil and legislative chambers for special broadcasts this type of presentation, tape recordings are made when major issues are being covered by these ruling in the field, then edited and produced." The station bodies. also noted that this series was broadcast over the \VSBT South Bend, Ind., maintains a remote line Voice of America overseas service. Another feature to the local city council meetings. Rather than of the WAIT public service news programming is the broadcasting on a regular schedule, the station has interviewing of important members of the commu- chosen to keep an ear cocked for the more important nity as well as agricultural experts. proceedings. In another effort to keep its listeners informed, the station relates that it is currently offering a 15- minute report on the activities in the Indi- ana State Legislature at Indianapolis. Other public service news offerings include weekly 15- minute programs devoted to the Boy Scouts, veterans and medicine. KEEPING its mobile on the is this KSTP Minneapolis news units go of dispatching office which holds a constant watch over the twin- cities. "Our current coverage the state legislature," says KSTP Minneapolis, "is one example of our pub- _ 77e7-.77-`",,. r lic activity. We have a broadcast transmitter "I. . .l, service -== located at the state capital with correspondents on duty when the Legislature is in session. Daily live reports, interviews and panel discussions on pertinent developments comprise the phases of this coverage. The reports are used on a news or pre -emp- tion basis and the discussions are of a weekly program type." The station feels that because of height- ened activity in the legislature this year, it has a responsibility to keep the public informed of its activities. \VCSH Portland, Me., maintains a live broadcast of city council meetings. While "routine matters" are being discussed, the station airs album music. Another "news" program, Speak for Yourself, a tele-

U. S. RADIO February 1961 31

www.americanradiohistory.com RADIO IN THE PUBLIC INTEREST

RADIO NEWS phone forum, k broadcast for 30 minutes each day by community leaders who discuss leading issues. A spe- the Portland station. In this instance, listeners call cial report entitled Latin America: 1960 was a 17- in their opinions on the topic under discussion. broadcast series that came about as a result of a trip \VTRC Elkhart, Ind., broadcasts its city council into Latin America by one of the station's reporters. meetings live every other Monday night for an hour Taped interviews with various personages in the and a half. The station reports that these broadcasts countries visited were run on the series along with a have been so stimulating that many listeners attend commentary on impressions received. the meetings when urgent issues are under consider- indications are that the "phone -in" program is in- ation. The station also makes its public service time creasing in popularity. In general, these programs available to the Elkhart Public School System, vari- not only give listeners a chance to air their opinions ous non -profit institutions, charities and the local on nearly any subject, but by virtue of the fact that JC's. so many topics are covered, the information value is The political conventions of 1960 provided a "nat- increased. ural" for on -the -scene news reporting and one station that took advantage of the opportunity was WGBI EXPAND PHONE -IN SHOW Scranton, Pa. The station's news director covered both the Democratic convention in Los Angeles and WEEP Pittsburgh presents a phone -in show en- the Republican meeting in Chicago. Working on titled Hot Seat. Using an eight second tape delay to kept in close touch with laws, and permitting the local news angle, he conform with communication r Pennsylvania's delegations at both conventions. the station to "clip" any off-color exclamations, the x Special interviews were conducted with the state's program is run Sunday afternoons for an hour and senators, governor and the Scranton mayor, as well 15 minutes. However, the station feels that the show's as other political luminaries and party leaders. At popularity may result in running it on a daily basis. u the Democratic convention the station notes, "A to- It is conducted by the news director and implement- tal of some 25 interviews and some 40 beep phone ed by a staff announcer who stands by with reference reports chronicling the regional and state delegates material to aid in answering questions. The station was the result of WGBI's coverage of pre -convention notes that Hot Seat is of particular worth in that and convention activity." Other campaign broad- "many of the complaints concerning civic problems casts included, "A half-hour program, Congressional are noted by the news director who then gets the Close -Up," bringing together before a panel of re- answers from the city or county officials involved. gional newsmen the Congressional candidates of He is also given the opportunity to express the edi- three regional districts. This program was presented torial views of the station on particular problems. in prime evening hours for three consecutive weeks." Such topics as integration, high city taxes, lack of And to cap off the election year, the station offered snow removal, garbage collection, road conditions, a comprehensive coverage of the voting returns. Casino's Cuba, Khrushchev and the Presidential elections are discussed." POLITICIANS INTERVIEWED WSPD Toledo has been successfully using the "phone -in" format on its People's Opinion" show For its election year contribution, KLZ Denver since June 1956. According to the station, a rigid offered a series entitled Choose Your Party. The sta- standard of good taste is exercised. "While religious tion says, "These broadcasts enlisted the services of discussion, requiring substantiation of statement of key political figures in the Denver area to examine fact, is eliminated, the program is nonetheless open various facets politics. and explain the of party This and flexible." However, the station notes that it does -t non -partisan series was endorsed by both political not permit editorializing on the part of the an- parties and the League of Women Voters. After the nouncer. first broadcast, requests were received for additional presentations. In all, each program in the entire se- LOCAL EMERGENCY ries was aired at three separate tinte periods to insure Perhaps the backbone of public service news pro- the broadest possible exposure." gramming is coverage of the local emergency. Th Earlier last year KL7, enlarged its Washington staff average listener is ts-ell aware of radios mobility anc to include two correspondents on the capital scene. for this reason will turn to radio first in times of bat These reporters delivered a weekly program entitled weather. bad fires and bad accidents. Your Voice in Congress. Featured were Colorado senators and congressmen who discussed their activi- "In March of I960," reports \VSLS Roanoke, Va. snowfall it ties and opinions. In addition the reporters deliver "southwest Virginia received its heaviest Si bn daily reports on the happenings in Washington. 50 years. With the cooperation of the weather loca Among the station's news features is Executive Re- »eau, state police, cis is and religious groups and port, designed to convey information from the merchants, \VSl S acted as a clearing house of info! Mayor's and the governor's office; Sore ding Board, mation disseminated in one-minute bulletins though now in its 13th year, is a panel program invoking out the day. The information aired concerned Irafft

32 U. S. ital)lO February 19G www.americanradiohistory.com TO INCREASE its mobility, WLW Cincinnati has taken to the air via its own helicopter. The flights provide twice -a -day traffic reports and accident coverage. Ready for take -off are pilot J. DeVise and Lt. A. H. Mehring.

d weather conditions, school closings, meeting can - llations and their subsequent re- scheduling." n Radio proved an immeasurable aid to the popu- m e of the Atlantic seaboard during Hurricane m a nna that swept through in October 1960. WJAR ovidence, R. I., cancelled its commercial announce - nts, dispatched its reporters to strategic points, d prepared to handle storm reports as they were eived. In addition to the storm reports that were oadcast almost continuously for four hours, the Lion adds, "There were many communities within station's basic area that lacked electrical and n ephone service. At 10:30 p.m., the evening of the ran, the newsroom received an appeal from the du at of Mass., requesting that this station nd Attleboro, ce as an emergency center because the Attleboro WI tion was off the air. WJAR handled some 300 sis ephone calls during the period of 10:45 p.m. and alt. :15 a.m. when service was returned to normal in rire tleboro." iati ha: At the time of the disastrous crash of the United m rlines DC -8 and the TWA Super Constellation thr er New York City on December 16, New York's ed e Commissioner Cavanaugh was being interviewed a edi. WOR New York morning show. According to COVERING both Democratic and Republican Conventions this past e station, "A special bulletin interrupted the pro- summer was a part of WG61's news service to its Scranton, Pa., lis- am at 10:47 a.m. to announce the o:currence of teners. While at the Republican Convention in Chicago, news director Tow Powell (I.) talked with Secretary of Labor J. C. Mitchell. on' air collision." The commissioner immediately t for the scene of the crash, and the station set into 3tion its on -the -spot news coverage operation. A service that the station performed was to request the Ilse Inc. to run an audience survey in the New York- hot able to assign an officer to make the traffic reports, nv jersey area. From the information received, the station has a reporter "stationed in a communi- :Ise concluded, "Close to two of every three re- fous cations room at headquarters, where he can hear the Id rirdents heard about the accident on radio. More two -way broadcasts of the Louisville Police, the ,Pa nn four out of every IO first learned about the col - Jefferson County Police and the Louisville Fire De- ion doe on radio." partment networks. Then." continues the station, an When Pulse asked, "How slid you first find out "on no fixed schedule, but as accidents occur which out the airplane crash ?" 42.2r/r gave radio as the might tie up traffic (his repo) is average one every irce of their information, television accounted for ten minutes), our reporter makes an air report by .5 percent and 0.6 percent responded that they first beeper telephone." The Louisville Police Depart-

Pro irned of the crash through a newspaper. This Pulse ment has proven very cooperative in this effort and Th( yev graphically demonstrates the public's faith in is grateful for the service provided, the station adds. and sound medium's immediacy and mobility. In Milwaukee. an airplane mobile unit is utilized bad in Louisville, Ky., the morning and evening coin - for traffic reports by WOKY. The station reports, "It iting rush often creates traffic tangles, especially is in the air over \iilwaukee and the three surround-

Ca ten accidents occur. WAVE recognized this situ - ing counties from 4:00 p.m. until 5:30 p.m. (or until illir on five years ago when it instituted its traffic re- heavy traffic subsides) broadcasting conditions, ad- b4rt program. visories, police reports and situations affecting the he method of traffic reporting employed by flow of traffic in all areas with a minimum of five o AVE is somewhat different from that of stations broadcasts from the plane each day." The station De- fib. *rig mobile units, but, says the station, highly effec- also plans to use the "Sky Watch" plan for Civil , e. Because the Louisville Police Department is un- fense purposes.

S. 33 Ip# RADIO February 1961 www.americanradiohistory.com RADIO IN THE PUBLIC INTEREST

RADIO NEWS

WKMH Detroit operates a fleet of four safety pa- In essense this is a bulletin board of factual (and trol cars manned by retired policemen. During the some times editorial) news directed solely to the morning and evening rush hours the cars operate on larger segment of the city's population. and around the expressways, calling in reports of con- In Miami there are 72,000 registered owners gestion and accidents. An added feature, says the marine craft of ten horsepower or larger, stat station, is that each car always carries two gallons of WAME. Until a little more than a year ago, th portion of the population did not receive an a quate amount of weather informataion from co mercial broadcasters. To remedy this, WAIVE con tacted the captains of various boating clubs in Miam and Broward Counties. "It was determined," th station reports, "after a series of meetings with th Captains that a minimum of ten broadcasts per day seven clays a week of complete marine weather infor mation would be required to provide more chai minimal service." The station, which carries them reports séventy times per week, receives its informa Lion from the U. S. Weather Bureau in Miami. \VDMV Pocomoke City, Maryland, gears most o its news programming to the farmer. Considerin itself an "all -farm station," the Maryland broadcaste provides an hourly one minute report to the farm The technique used in these minute reports is contact various county agricultural agents in the ar and have them give capsule reports on farming act( PRESIDENT of the Board of Commissioners for the District of Co- lumbia the Hon. Robert E. McLaughlin (I), is interviewed or, Report ities and methods. Other farm features include thr to the People over WWDC Washington, D. C. Questioning him are daily farm market reports, weather reports, and co Jerry Landauer (c.) and John Rossen from two local newspapers. munity notices. In addition, the station covers cow ty fairs and farm expositions, and provides touri information to visitors in the peninsula area. In the general upswing of news programming, se gas for motorists who run out on the highway. The eral stations have reported on the size and extent station also runs a Public Opinion Poll in which their facilities. newsmen interview people on the street concerning KCMO Kansas City, Mo., states that 919 times items of interest. Eight of these interviews are run week news in one form or another is presented to tl daily Monday through Friday. listener. Scheduling its news on the hour, with ca Another Louisville station that devotes a goodly soles on the half -hour and break-in reports wh portion of its news programs to traffic reports to help warranted, the station feels the need of its five m alleviate the traffic problem in that city is WKLO. bile cruisers, its network coverage and its twelve m Utilizing various news sources the station states that news staff to adequately cover the happenings in to it reports on delays resulting from "faulty traffic sig- about Kansas City. als, weather, fires, accidents, street repairs and all \VPTF Raleigh, N. C., maintains a news direct other things that create traffic problems." and a staff of 10 news stringers plus a full wire se One responsibility of the local broadcaster is to ice to furnish news for its minimum of 50 minute! provide a news service to any activity that may be clay of local and regional news broadcasts. No rep( peculiar to his area. taken from the wire services is broadcast, thou One such example comes from WQMR in Wash- until it has been rewritten to fit the needs of t ington, 1). C. The station reports, "The nation's cap- Raleigh listeners. ital area is almost entirely dependent on Washing- Stations associated with a newspaper genera ton's only industry-government. With this in mind, have the benefit of the paper's news department, a three times each hour, WQMR broadcasts a Voice New fork's WQXR is no exception. The radio stati Of Government Report. This report is looked to by of The New fork Times, WQXR offers 629 regt the city's 262,000 government workers and their fam- hours of news broadcasts yearly, and this figure d

ilies, plus the military, for up to date information on not account for special bulletins arising from st . government news, legislation, traffic information of emergency or crisis. Nor sloes it include the co :around government buildings such as the Pentagon age of national events or elections, says the stati and Capitol Hill, job openings in Civil Service and The 62.1 hour figure includes a fate minute netts Government plus editorial support by the station on grain delivered hourly and several segments run matters of major importance to Federal Employees." the half -hour early in the day.

31 ('. X. RA))/0 February www.americanradiohistory.com The radio network today is a fountain of Jackson -unusual information on events current and public interest fare. It is safe to say that past) , and Sidelights (Douglas Edwards) . based on adjustments in schedules, the radio There are another dozen programs of information- network is staking its future on programming of a al content that are programmed on Saturday and ublic interest nature -national and global news, in- Sunday. They feature a handful of tyell- known CBS ormation, background and analysis on current events News correspondents. nd specials (sports and major national events) . With its accent on news and speed, the network Networks in 1960 increased their news activities has instituted the CBS Radio NetALERT, an around - nd altered their operations to enlarge the scope of the -clock electronic signalling system for instantane- rogratnming in the public interest. The networks ous communication between the network and its af- el that it is in this area that they can best perform. filiates. It can be especially adaptable for unsched- CBS Radio, for example, modified its Program uled news broadcasts, special on- the -scene broadcasts onsolidation Plan to expand news on the hour from or national emergencies. lye minutes to 10. NBC Radio has built its "programming philoso- NBC Radio's programming is built around news, phy" around "news, Z%Ionitor and public affairs." Its ommentary and information programming, featur- news programming consists mainly of Nerves on the ng nearly 10 hours a week of News on the Hour, five Hou,- plus il'orld News Roundup and News of the Mutes every hour of Emphasis and the weekend 1i'orld. The five- minute Emphasis segments which fonitor. the network started last year has met with consider- ABC Radio has enlarged its news activities to ¡n- able acceptance. The weekday show is generally ude 113 five- minute news shows, Sunday through heard every hour featuring opinion and comment by NBC News correspondents and commentators around the world. The network also has expanded its public affairs scheduling. Monitor, the weekend service that is built around ca+ news, information and talk features, celebrated its us EIWORKS fifth anniversary. NBC Radio reports that "copies of the format can be heard in the British Nest In- ea ... dies, Hong Kong, Australia and Africa." This accent ac on news programming has led to growing audiences for the various shows, states the network. 1c ABC Radio has enlarged the scope and activity of co CCENT its news and commentary programs. "We have re- (oW vised our news format and have increased the number of actualities or on the spot reports. For our affiliates, we have scheduled additional 'news calls,' special EWS feeds to them for incorporation into their own local news shows." um-, In addition to its five -minute hourly news shows. Ito ¡d amrclay, as well as 21 fifteen -minute news and com- ABC Radio has 21 fifteen- minute news and commen- ;w entary programs. tary programs featuring such correspondents as Ed Morgan, and Erwin Canham. be 0 Mutual broadcasts 36 five- minute news shows a day Paul Harvey iiefs hich are aired on the hour and the half hour. Its weekly public affairs programming includes: 1V /rite (10 minutes Sunday evening) ; sing The switch in emphasis of network schedules is House Report escribed by CBS Radio in a year -end statement. It Overseas Assignment (15 minutes Sunday evening) ; in which "fic- From Capitol Hill (25 minutes Monday evening) ; direct plains its new programming pattern on way to the fasci- Issues and Answers (25 minutes Sunday evening), and ire as a form of entertainment gave National Weather S /tore with John Cameron Swayze i nere ation of contemporary fact." (five minutes Monday through Friday) . The last 30 ;n rep This transformation can be seen in the scheduling is macle to rhou!lrtder the modified Program Consolidation Plan of seconds of this weather program available !,,[,17 ten- minute news and analysis broadcasts weekly stations for their own rain -and -shine reports. lus the seven- day -a -week, 15- minute programs World Mutual Broadcasting System for a few years has considered itself a news network. The heart of its ,enea pews Roundup and The World Tonight. In the network in- programming schedule is the 36 five- minute news- uentt addition, at the end of last year casts that it presents every half hour during an 18- linstaui'oduced 19 specially -developed informational pro- ,{ rams comprising 43 individual broadcasts a week hour broadcast day. vredmder the general designation of CBS Radio Fea- The network also is very active in public affairs

su res. Monday - programming: The World Today (25 minutes Mon- m The "features" programs include such ; (25 min- die ca' irough- Friday fare as Your Man in Paris (David day through Friday) Capitol Commentary -hoenbrun); (Nancy utes Monday through Friday) , and Reporter's Round- te ,tali A 1Voman's Washington . anschman) ; up (25 minutes Sunday) in addition, Mutual sched- nosP Man and iVife (Zachary Scott -stories service programs of various types Monday is roil famous life partnerships) ; Personal Story (auto - ules public from 7:35 to 8 p.m. ographical narratives) ; Information Central (Allan through Friday on I1. S. RADIO February 1961 35 www.americanradiohistory.com Radio's legacy as a community servant takes as many forms as the activities of individuals in the community itself. Stations across the country, both small and large, participate in community life and stimulate its growth. Their involvement far exceeds the routine scheduling of spot announcements. It may range from Little League baseball to grand opera, from finding lost pets to enabling the blind to see. Its focus in any one day of programming can range from religion to the arts or politics. In addition to actual on- the-air costs, stations invest time, talent and technical assist- ance to community groups that cannot be measured. In an effort to put forth the valuable functions of radio in the community, u.s. RADIO takes a second annual look at these functions, as reported by the stations themselves. Here are reports from some stations responding to the u.s. RADIO survey.

COMMUNITY PARTICIPATION As community participants, stations have adapted to the mobility of the life of its citizens. During the last year, several stations have initiated a "roving" public service feature that touches on almost ever) conceivable phase of community interest. In Okla- homa City, \'KY offers free to civic groups what it calls "The Big Mike," a private public address system on wheels. Mounted on top of a Chevrolet Corvair, the "Big Mike" travels to clubs, churches, civic groups and organizations of all kinds. During 190, it was driven thousands of miles, appearing at pancake suppers church meetings, sports events, school carnivals picnics, high-school bonfires, fishing derbies, ralli farm socials, firework shows, county fairs, "get o the vote" parades and dozens of other charitabl

Stations lend support, service, as they swim

in the mainstream of .. .

COVII'[UNITI'

www.americanradiohistory.com civic and social functions. The availability of the last year by broadcasting live the proceedings of the traveling public address system is announced on the city commission. The broadcasts were innovated at air each clay and events which "Big Mike" attends are the suggestion of KSL to combat the great degree of given free announcements. public apathy toward the meetings. The broadcasts IVKY also contributed to the public interest so caught the interest of listeners, the station reports, through its on -the -air farm information hour and as- that the commission chambers were soon filled to sociated activities. The three -man farm department overflowing with people who were beginning to take sponsors several annual contests, such as the Inter- an interest in community government. national Land, Pasture and Range Judging School A new weekly series, Inquiry, debuted this month and Contest. Last year the contest, an annual event on KGBS Los Angeles. The opening program delved for nine years, drew some 700 participants from 28 into the city's notorious smog problem. \lr. S. Smith states and Puerto Rico and from 18 foreign countries. Griswold, head of the air pollution control depart- As part of a station's role in realizing its responsi- ment, was interviewed on such points as bility in the community, it often assumes the obliga- smog as a health hazard, a factor in the economy and the tion of clarifying for the citizen his own responsibil- cost of smog auto devices. Inquiry is a once -a -week feature. ity in local affairs. This obligation prompted WHEC Rochester, N.Y., to produce a series of four special ll'SPA Spartanburg, S. C., inaugurated a new pro- reports on the Pursuit of Liberty -Our Freedom Un- gram last year under the title Spartanburg County der Lau'. Because the word "liberty" has come to Debates. Young businessmen front the city interested have a taken -for -granted ring to the general public, in public affairs carry on debates on local issues. and because the word "freedom" has become misused Another new program, Safely Speaking, features an in every day concept, the station decided to explore announcer interviewing a patrolman on driving regu- "what our free way of life really means in terms of lations, rules of the road and particular safety hazards the law." The Monroe County Bar Association sug- within the city limits. gested three attorneys each of whom prepared a pro- IVSJS Winston-Salem, N.C., devotes an hour of its gram. Night Beat program Monday through Thursday to One approached the topic by giving historical ex- exploring in depth a public service activity in the amples of how the law protects and guards liberties; community. Announcers discuss the work and opera- another discussed what is meant by the law and why tion of the agency in a series of four- and five- minute it is necessary to give protection to civilized man's interviews. Usually three or four interviews are fea- rn rights to live and to work, and a third discussed the tured in the hour to give the listener capsule descrip- law as a servant of freedom and the individual's obli- tions of the particular agency. Typical of the 42 sub- gation to the law. The final program in the series jects covered over a five -month period are "City ali brought all three men together for a panel discussion. Schools Growth," "Telephone Improvements," :tf To report on the day -to -day mechanics of law- "Hunting Safety Tips" and "Winston -Salem Little [iak` making, KSL Salt Lake City established a precedent Theatre."

I!ISERVICE MOTHERS' MARCH through Massachusetts is led by Dave Maynard. WBZ Boston, for annual March of Dimes fund-raising event. Mr. Maynard (c) marshalls the parade from Maynard to Boston, a 26-mile stint to aid fight against polio.

37 U. RADIO February 1961 www.americanradiohistory.com RADIO IN THE PUBLIC INTEREST

COMMUNITY SERVICE

A station may contribute to community improve- tion broadcast availability of car pools every 15 min- ment through off-the -air efforts in many ways. An ex- utes for the strike's duration. Close to 800 separate ample is the cooperation given by KMBC Kansas car pools were arranged by the station, transporting City for the "Keep Kansas City Clean" campaign. an estimated 2,000 commuters to and from their jobs. The station bought 100 litter baskets and arranged Stations have the opportunity to perform a com- them in a massive display in front of the studios for munity service in a number of unusual ways. \TEMP the campaign kick -off. Milwaukee, for instance, tied an extensive public On each basket the station posted a permanent service campaign into a station promotion. An in- metal plate with the slogan "Keep Kansas City Clean, tegral part of the "Pirate Dan's Treasure Chest" pro- says KMBC!" KMBC also aired spot announcements motion last year was the broadcasting of a key word and special programs for the drive. The campaign approximately 100 times a day to open the treasure kick -off was followed by a two -week "Best Suggestion chest. These key words were a reference to some com- for Keeping Kansas City Clean Contest," with an all - munity project or activity, such as "Salute to Sea - expense three -day trip for two to Las Vegas as the way," "Hospital Benefit Circus," "Scoutarama," "Pri- top prize. mary Election," "South Milwaukee Spectacle of WIKY Evansville, Ind., alarmed at community Music." WEMP received letters from several organ- feeling that industry in the town was dying, con- izations served by the announcements, commenting ducted a "Salute to Evansville Industry" campaign. on how valuable the publicity had been. It saluted a different industry each day with five - minute copy five times a day explaining how long the PERSONAL MEDIUM company had been in Evansville, the number of people employed, products manufactured and money Radio can demonstrate its closeness to the com- spent in the area. The campaign served to remind the munity in times of personal hardship as Last public of the thriving business still operating in Christmas Eve, the parents of a small Austin. Tex., Evansville and such community progress as the girl called KOKE Austin with a "please help" re- completion of a new stadium, the building of a new quest. Their daughter, suffering from a serious and museum, expressways, schools and slum clearance often -fatal illness, desperately wanted a Ishite kitten projects. The campaign was instrumental in restor- for Christmas. Unable to find one, the parents asked ing the public's pride in the community. KOKE to braodcast an appeal. Within 10 minutes, a Quite often a need arises suddenly which radio can kitten was found to fit the description. meet quickly. Radio's ability to be of service in Keeping the public informed of meetings, changes emergencies was pointed up during the recent rail- in meeting times and other civic events is another road strike affecting New York City. WICC Fairfield, valuable service to the community. KADY St. Charles, Conn., rescued commuters from the strike -bound city Nfo., is now in its third year with Metropolitan by serving as a clearing house for car pools. The sta- Memos, a 15- minute program of community and cultural news aired Monday through Friday. News of clubs, social and civic activity from the entire St. Louis metropolitan area has served to bring many suburban communities closer together, the station reports. WHAT Philadelphia broadcasts its Community Bulletin Board four times daily. News from churches, schools, and charitable organizations is quickly as- sembled for timely announcements. A similar service for listeners is provided by \VLOB Portland, Me. W'LOB calls its program the Lobster Po!, a two-minute program of announcements aired six times daily. Community Events Calendar, aired twice an hour on KPRC Houston, is still another example of the average station's close contact with its community. Civic. social and religious groups send in announcements of all kinds which are screened by an editor to eliminate "commercial" appeals. \V.\MO Pittsburgh devotes two five -minute seg- MIKE IN MOTION for WKY Oklahoma City travels to community ments daily to the li'AAiO Bulletin Board. In addi- events at request. "Big Mike" traveled thousands of miles last year, here goes to an Optimist Club outing for youngsters. tion, the station singles out one public service organ-

38 U. S. R.4Ú10 February 19111 www.americanradiohistory.com ization each day for 10 announcements to promote some especially worthy project. Operation 860 is a weekly program which reviews in discussion format any important community question. KMHT Marshall, Tex., broadcasts news of local organizations eight times a (lay on Big -K Bulletin Board. KENO Las Vegas features news of near -by Nellis Air Force Base on a program broadcast from 6:30 to 7:30 a.m. daily. The base uses the program as a vocal bulletin board, performing a valuable service for its own personnel and aiding the civilian community in understanding the military. Short Jabs is a new public feature of WGLI Baby- LIFE -LINE is now longer for Regine DeVille lon, N. Y., utilizing what the station calls a sub- (r), after KDIA Oakland, Calif., "Save Regina" appeal. Money station raised for operation liminal message. Announcements of 20 seconds or saved her horn billary ertresia, rare disease. less may sound like this: "This is Patrolman Jones of the Suffolk County Investigation Bureau. I don't Each year WJDX Jackson, Miss., allots from IO to hand out many summonses; most of the speeders I 12 hours a day to the Jackson Exchange Club. A meet are dead." Although Short Jabs is a special fea- program- ture for long holiday weekends, WGLI used the committee from the club handles all the of technique before voter registration and election day ming and sales that result from exchanges all types merchandise. Station personnel assist in writing last year, giving a countdown of the hours and min- of utes remaining until polls closed. copy and engineering. Complete proceeds from the One important public service feature of \VEJL clay's sales are turned over to the Jackson Boy's Club. In Des Moines, Ia., WHO annually aids the Salva- Scranton, Pa., is its weekly Clark -Scott Debate, a half for the needy hour program of debate between Senator Joseph tion Army to collect funds at Christmas. 1959, the contributions reached more than 530,000, Clark (Dein. -Pa.) and Senator Hugh Scott (Rep: In compared with $15,000 in 1949, the first WHO Pa.) on local and national issues. year was called in on the campaign. The funds are col- WVLDM Detroit reports that requests come in fre- lected through a "Tree of Lights" program -every quently for help from all types of organizations - time $100 is accumulated in Salvation Army kettles colleges, libraries, scouts, church groups, city and state or mailed to WHO, a light is illuminated on a gigan- police. \VLDM, an fm provides -air station, on- the tic Christmas tree. All unsponsored segments are announcements as as well active participation when turned over to fund -raising announcements and in- the situation demands. terviews for the project. \VHO also broadcasts a half - hour weekly program, The Iowa Round Table, an FUND RAISING open forum program on important issues. The hundreds of thousands of dollars contributed A chive aimed at raising $14,500 for the purchase annually to national and local charities owe no small of a new ambulance in Wilkes-Barre, Pa., had gone part to the efforts of radio stations. Stations help through two seasons last year and was still $880 short raise money through contests, marathons, dances and of the goal. With the deadline nearing after numer- scores of other devices. Hundreds of program hours ous public appeals, Jim Ward, the "Morning Mayor" and planning go into radio's campaigns for funds for of WILK Wilkes- Barre, went on the air to raise the many charities. rest of the money. \Vithin five hours, his listeners One of the largest fund- raising events by a sta- pledged more than $1,100 and the police department tion was a recent marathon broadcast for the Boy's announced that the goal %vas reached and the ambu- Club of St. Louis by \VIL St. Louis. Over $14,000 lance would be purchased. was pledged in a marathon that stretched to 67 hours KTSA San Antonio reports that its charity drives and eight minutes. Pledges ranged from a nickel to have netted more than $10,000 for various local one of $2,000 made by a local organization. Each causes over the past two years. In addition to its contributor was given a chance to guess which of the fund- raising, KTSA holds a scholarship fund for a two WIL personalities on the marathon would lose local boy and girl to attend college in the fields of consciousness first, and at what time, for a prize of English or journalism. ff $100. KY \V Cleveland combines fund-raising and talent KQV Pittsburgh has fun with public service, oper- development n%'ith its Road Show, which has ac- ates its own basketball team, the "High Hoopers," to counted for charity contributions totaling S53,000 raise funds for charities. For this winter's season, the over the past three years. More than 125 talented en- team has booked 27 games, so far has turned over tertainers are members of the traveling show, which nil game receipts to 15 charities. The team has played gives an average of eight performances each month. in against a radio station, a television station, a local Talent is recruited through monthly auditions. A oft record distributor and several high schools. KY \V staff member works with younger entertainers Proceeds from games have helped purchase new until they are ready to appear before local charities band uniforms, athletic blazers, desks, gymnasium and hospitals. Upon request, a one -hour show is set and cafeteria equipment for local schools and other up and provided at no charge. Bookings for the Road organizations. Show run about seven months in advance.

U. S. RADIO February 1961 39 www.americanradiohistory.com RADIO IN THE PUBLIC INTEREST

COMMUNITY SERVICE

The annual March of Dimes campaign gives sta- are extras to the actual fund- raising, here is a run- tions an opportunity to raise money in various ways. down of one feature broadcast by KDKA Pittsburgh Dave Maynard, WBZ Boston, marched 26 miles from in support of the city's United Fund Appeal. KDKA Maynard, Mass., to Boston to promote the 1961 cam- aired a special 55- minute documentary during the paign. In addition to his hike through many com- drive last October focused on the people who would munities outside Boston, he wound up the campaign benefit from United Fund services. at the Boston Garden with a single lap) around the Participants on the special ranged from youngsters track prior to the start of a track meet. March of of the Brashear Association Nursery School singing Dimes officials and community leaders along the in their classroom to an 80 -year -old woman who told route arranged motorcades, parades, rallies and enter- of her experiences learning to lip read at the Pius- tainment to hail the march. burgh Hearing Society. The program brought to- WIP Philadelphia and WCAM Camden have de- gether, for their first meeting, a Red Cross nurse and signed a "Bridge of Dimes" campaign to raise enough fireman whose life she saved. A cancer researcher ex- dimes to stretch across the Benjamin Franklin Bridge plained his work, and a former criminal described connecting the two cities. WIP and WCAM person- how the Salvation Army put him on the right path. alities will try to meet half-way leaving a trail of KDKA also investigated the world of pornography dimes behind them. WIP estimates it will take 61,344 last year with a 13 -part series on the station's Pro- climes to cover the course. gram PM. Reporters interviewed members of Con- KREX Grand Junction, Colo., annually broad- gress, judges, police officials, professors of law and casts the March of Dimes Bazaar -an all night pro- literature, psychiatrists, postal authorities, religious gram which last year helped raise the county total to leaders, civic officials and others in examining the $22,000. scope and seriousness of the topic. Staff reporters Funds to fight polio are collected every January by who gathered the material were invited to speak by WILS Lansing, Mich., which sponsors a "Teens various civic groups. Against Polio" dance. With seven high schools par- ticipating, the attendance this year reached 3,500. EDUCATION Stations also help raise more than money. WTCN Minneapolis annually aids "Operation Holiday Pan- Public education is the backbone of a free society; try" for the Salvation Army. Announcements urge as such, schools are an important element in the com- listeners to take canned food donations to their places munity and grow in emphasis as technology advances. of worship. The contributions are collected there by In its role of public servant, radio has contributed the Salvation Army and routed to the needy families generously and creatively to schools. Its functions of the Twin Cities area. The campaign generated vary from that of liaison between schools and the such good will that several large groceries donated community to a public platform for adult education. facet of radio's service to education that has cases of canned goods. Gains of 20 percent were One is Last noted over the previous year. come to be important teacher placement. year, WNAX Yankton, S.i)., inaugurated Opportun- As an example of programming contributions that ities in Education. On daily 10- minute broadcasts, 1VNAX lists the names of teachers seeking positions and a brief description of their qualifications and teaching experience. lime station also airs teaching vacancies, including the type of instructor needed. the position to be filled and information about the town or city where the school is located. The station works closely with the Teachers Placement Division of the South Dakota Employment service to make the broadcasts as effective as possible. \VN.\X plans to enlarge the scope of broadcasts, using interviews tVith educational officials to acquaint listeners with the school system. KBON Omaha renders a six -part public service program to local schools every school day. The services are explained to parents in a letter distributed by the public schools to students. Some 60.000 letters were carried home by students last year in what POSTER BOY. Bobby Yennen, talks with Mayor a-id Mrs. Henry the station terms a depart ti re from school policl. Maier of Milwaukee before 1961 March of DimAS campaiin. An- Topping oil the services is Instant Weather News. ' drew M. Spheeris, president, WEMP Milwaukee (r), is chairman of the Milwaukee County Chapter of the National Foundation. Parents elial a special telephone number at any hour

10 U. S. RADIO Februarv 1961 www.americanradiohistory.com for current weather conditions as children prepare for school or extracurricular functions. The School Closed Report airs school closings beginning at 6 a.m. on any day when storms force schools to shut down. School menus are broadcast at 11:05 a.m. and 1:05 p.m. so parents will know what children eat in the school cafeteria as an aid to meal - planning. To aid parents in avoiding illness in children that might interfere with school attendance, KBON airs Help Your Health twice weekly. Com- munity Bulletin Board announces all school functions and Parent -Teacher Association activities. Air- watch Over Omaha, a regular traffic report broadcast twice daily, alerts parents of road conditions while driving children to or from school. Another station broadcasting the school luncheon menu is WISN Milwaukee, which carries a three - minute program at 7:30 a.m., Monday through Fri- e day. The station reports a rise in the number of OFF AGAIN for another day of covering heavy Loig Island traffic, children taking advantage of the school lunches, and the WHLI Babylon "egg- beater" leaves the ground. The helicopte the Milwaukee Public Schools have been surprised is ever- present at ground- breaking ceremonies, dinners and luncheons. at the close attention given the program by parents. WBML Macon, Ga., devotes a 15- minute program each week to the Miller Girls High School. In addi- Pa. tion, the station airs a half -hour discussion program Auxiliary of Bustleton, The home badly needed each Sunday on local educational affairs. eyeglasses for its patients, so \VIBG broadcast the ap- KYOK Houston gives high school students a peal: "New eyes are needed for the needy ..." With- chance at higher education through its "KYOK in 30 clays, listeners sent 2,600 pairs of eyeglasses to glasses were turned over to New Eyes Sock Hop." The Glance for teenagers is held every \VIBG. The in year Friday night; disc jockeys spin records and entertain, for the Needy, an organization its 47th of ones broadcasting the first hour's proceedings. Any teen- reclaiming old glasses to provide new for those who cannot afford their own. ager showing student identification is admitted for Deaf received a helping hand from WING 50 cents. All net proceeds go into a fund for schol- children arships at Texas Southern University. Dayton for the second consecutive year. Funds totaling $782.35 for training of teachers for the deaf were raised through the WING drive to collect old license HEALTH plates. More than 37 tons of licence plates were col- Stations are literally close to the heart beat of a lected and sold. community, too, in the many ways they provide serv- Station \1'DIA Memphis maintains nso \VD1,a ices and information that lead to better health. "Goodwill Buses" to transport handicapped children Emergencies such as calls for blood donors are the from their homes to a special st hool. The buses ale constant responsibility of stations serving the public. driven by station personalities, twenty times a week. Id KING Seattle listeners responded to an appeal for 700 times a year, giving handicapped children the blood donors to help a three -year -old child burned benefit of a basic education. over 60 percent of her body. To complicate the re- A Richmond, Calif.. girl who needed $3,000 for an quirements for Type B blood with RH Negative operation for a rare liver condition was helped by factor, the donor must have had suffered burns over KDIA Oakland in a special appeal by one of the an- k 20 per cent of his body. Through KING, authorities nouncers. Listeners were asked to call in "bids" to were able to locate several who met these stringent hear their favorite records. with some pledges run- requirements. ning as high as $17. After 11 days the fund for the A similar story comes from WIBG Philadelphia girl's operation had reached the sum of $3,575, and where an urgent request went out from a hospital her parents rushed her to the Albert Einstein Hoc - for donors with a rare type of blood. Within 55 pital in Philadelphia. Her treatment was successful. minutes the hospital received offers from 70 persons \VPAL Charleston, S.C., aids community health ìr who qualified. The emergency appeal saved the by special efforts to keep information on cancer flow- patient's life. Another contribution to public health ing constantly on the airwaves. The station has re- was WIBG's cooperation with the Pennsylvania ceived a special citation from the Charleston County Working Home for the Blind and the Lion's Club Unit of the American Cancer Society.

U. S. RADIO February 1961 41

www.americanradiohistory.com RADIO IN THE PUBLIC INTEREST

COMMUNITY SERVICE

months, KBHS airs spots recorded by a member of the Indianapolis 500 Race. For special holiday traffic campaigns, the station cooperates with the Na- tional Safety Council, the Garland County Safety Council and the Fraternal Order of Police. KBHS reports that since the beginning of its school safety spot campaign last March, only one minor accident has occurred involving a school child. \VCUE Akron has taken to children's voices for safety, too. Instead of using state policemen to record safety announcements on long holiday week ends, WCUE asks the patrolmen's children to make the appeal. The station varies other public service announcements to heighten impact on the community. For instance, instead of using spot announcements supplied by the local United Fund agency, \VCUE asks leading entertainment stars to record announcements directed toward the needs of the local community. \VHLI Babylon, N. Y., keeps a watchful eye o )_ ..,1,1..:.. heavy Long Island traffic from day to day. The WILL HE or won't he? More than 75,000 people asked the same \VHLI helicopter roves the airways above highway question as they watched daring performers in the Tommy Bartlett in Nassau and Suffolk Counties. The "egg- beater Wafer Thrill Show sponsored by WILS Lansing, Mich. Funds gained also shows up to lend help at ground -breakin from admission were awarded to various local or national charities. ceremonies, dinners, luncheons and store openings. "A person alert is seldom hurt," said Mrs. Beatrice Wood of Scottville, \/a. For her words she won a SAFETY $25 Savings Bond from \VINA Charlottesville. The As our society become more complex, the demands station will give out seven more bonds and a grand for safety increase. Hazards surround the average prize S50 Savings Bond. Now in its eighth year, the citizen daily-at home, at work and on the road. Ra- W1NA safety campaign this year started the \VIN.\ dio, because it is a constant companion in the home 3 -star Safety Club. For membership a listener must and in the automobile, has a great responsibility to send in a safety slogan, install safety seat belts i n the citizen to inform him of everyday dangers and his car and have a fire inspection conducted in h is help him to understand and avoid them. home. Children in Cincinnati last year recorded more RELIGION than 1,300 safety announcements for \VLW Cincin- nati. The station recruited the children from schools, The spiritual needs of the community extend fr r beyond c ,f Brownie and Cub Scout troops to write their own the pulpit. Radio stations offer programs spiritual guidance discussion as as safety messages. The station felt children's voices and well live broadcasts of sermons and worship services. These would attract the attention of absent -minded motor- programs a ists accustomed to the "dulcet tones of the radio an- make deep impact on the community, as nouncer." evidenced by responses from hundreds of listeners who Youth Speaks for Safety announcements are broad- are tenable to attend churches or synagogues. cast five times daily, Monday through Friday. These WBEL Beloit, \Visc., broadcasts an unusual -IS- minute segment of religious programs each Sunday. announcements are a supplement to WLW's heli- brothers, the Rev. Wendell Royer and the Res. copter traffic reports, which numbered 3,120 last Two Gerald Boyer broadcast consecutive programs re- year. At least six traffic reports are issued from 7:45 of ligious latter's program, The Pastoral to 8:15 a.ut. and again from 4:15 to 5:45 p.m. by Lt. worship. The Arthur \fehring, officer in charge of safety education Call, goes on the air at 7:45 a.m. ami is followed bs and traffic analysis for the Cincinnati Police Depart- his brother's program. The Good .gems Broadcast, at ment. \WW's helicopter is also called on to render 8 a.nt. Rev. Wendell Boyer states that he receives trail from listeners throughout southern \Wisconsin services other than traffic control -trail a hit -run motorist, supervise an industrial mobilization thiIl and northern Illinois and "We have families in our today who are active members because they or blow out a brush fire. church Another station that records children's voices for heard the gospel by means of radio. Rarely do i meet a stranger in Beloit who has not the highway safety announcements is KBUS Hot Springs. heard program. \t k. The average number of annuuncentents during it has been an important factor hi the growth of our the school year is six per day. During summer church."

12 U. S. RADIO February 1961

www.americanradiohistory.com RADIO NEWS KEEPS

ON THE GO

An advertiser whose business is essentially public service in nature often prefers to identify himself with broadcast programming that also performs a public service. Because stations evolve individual patterns of public service Radio news headlines the programs that are not available to other stations in other markets, one of the most common vehicles for a multi- market public service advertiser is news. products of Atlantic TWO DECADES OF NEWS The Atlantic Refining Company, Philadelphia. Refining Company in 43 has had a large stake in radio news for more than 20 years. Although Atlantic is well -known for its sponsorship of big league baseball, which dates back markets; builds dealer, some 26 years, its sponsorship of news knows no season, spreads through 52 weeks. In 1961, Atlantic news and weather programs are being broadcast by 43 stations in as many markets customer enthusiasm (See box, p. 45) . All programs are of the five -minute variety, and Atlantic uses five of them per week. Why does Atlantic use radio newscasts? N. W. Ayer !Z Son, Philadelphia, Atlantic's agency,

U. S. RADIO February 1961 43

www.americanradiohistory.com atlantic radio news

COVERAGE MAP indicates markets where Atlantic newscasts are heard. Looking at map are (I. to r.) Bart Stoner, N. W. Ayer service supervisor, Richard Borden, Atlantic advertising manager, and Cliff Owen, Atlantic advertising department. Atlantic markets gasoline, oil and related products in 17 states.

believes that radio fulfills seven media requirements. "Since gasoline suffers from low brand preference, Thee are: the dealer is a vital factor in our sales success. Therefore, our advertising must constantly help to I) Reach mass audience build organization enthusiasm for the company and 2) Emphasize men (Atlantic programs in peak its products. To do this, our media must be mer- drive -to -work hours) chandiseable. Our dealers and distributors must be 3) Has market flexibility able to see or bear it and to identify with it," ex- 4) Provides year -round coverage plains Mr. Stoner. 5) Offers frequent contact with customers Atlantic is a regional 17-state marketer with dis- 6) Is public service in nature tribution from Maine to Florida. This regional pat- "The decision for radio news programming," ex- tern makes it necessary for Atlantic to buy local pro- plains Bart Stoner, Ayer service supervisor on the gramming as opposed to network. "Radio newscasts Atlantic account, "is based on the characteristics of provide us with a flexible medium that can enable our market, characteristics of our product and the us to meet differing requirements in different mar- merchandiseability of the program. kets," says Mr. Stoner. "Our business is local," explains Richard Borden. BROAD COVERAGE manager of .Atlantic's advertising division. "Radio is a local medium that reaches our customers and pros- "First and foremost. ours is a broad mass market. pects market by market." Every car owner or driver is a customer or prospect. About three years ago, Ayer initiated a weather Because eight out of I() households have one car or almanac feature on these shows and instructed all acore, we have a market of universal dimension. stations to provide a detailed weather report as a This means our media must have broad, mass cover- wind -up to the news. The reason for this, according age with some pedal emphasis on men. to Nit. Stoner, was to make some tie -in with Atlan- "Service station purchases." Mr. Stoner points out, tic's sponsorship of television weather programs in "are macle by the average motorist nuore than once other markets. a week throughout the entire year. Therefore, we As for merchandising and promotion tie -ins with need year- round coverage, frequent advertising con- radio advertising. the agency does encourage local tact with the consumer and programming that pro- newscasters to visit Atlantic dealers in their area. vides flexibility to support changing sales require- The newscaster or salesman may also attend Atlantic ments. sales meetings. An important dealer impact is made

94 V. S. RAMC) February 19G1 www.americanradiohistory.com b) the station when it spearheads campaigns by this same cleaning action keeps new sending letters to dealers reminding them of upcom- deposits from forming again. I hope ing changes in the advertising. you're using Atlantic Imperial gasoline-to keep your car on the go! COPY PLATFORM BASEBALL CAMPAIGN Copy for Atlantic newscast commercials leans to- In addition to the broad reach of Atlantic's 52- ward the institutional. Usually after a soft -sell intro- week news broadcasts, the company sponsors radio duction, the commercial gives some informative tact baseball to further heighten advertising pressures about engine performance and characteristics of At- during the peak summer driving season. A total of lantic gasoline. Commercial time runs 50 seconds on I10 radio stations carry the "Atlantic Keeps Your newscast, in addition to an opening the and closing. Car on the Gol" slogan throughout the baseball is an example of a recent commercial Here for At- season. lantic Imperial: In keeping with Atlantic's distribution, the com- In just a few short months, hundreds pany takes sponsorship of the games of the Phila- of motorists from New England to Flor- delphia Phillies, the Pittsburgh Pirates, the Boston into ida have gotten the habit of Red Sox and the New York Yankees. making their gasoline stops at the "While all of these 110 stations do not carry a Atlantic Imperial pump. In fact, complete (some are Atlantic Imperial has become a big schedule daytime -only stations, some do not carry weekday games) ," Mr. Stoner ex- seller in the East ! And there's a big reason for the popularity of this plains, "we feel that essentially we deliver a full ma- qualityA gasoline. Atlantic Imperial jor league schedule in all radio markets. gives you everything you expect from "Again, we look on baseball as public service pro-

a premium gasoline . . . then goes on gramming of a sort. It fully meets the media cri- toT give you something more. It cleans ANteria that our radio news programs fulfill," he ob- your carburetor as you drive, and serves. keepsL it clean! This is important Both Ayer and Atlantic are convinced that the becauseC harmful deposits that form public service approach to sponsorship works. The aroundT the throttle plate in the car - programs provide vital informa- buretor can cause rough idling, stall- news and weather Stion for listeners who are on the go. And the refining and gasoline waste. But continued Iuse of Atlantic Imperial gasoline ing company hopes that by associating with this type washes 'em harmlessly away, generally of program, the listener will be on the go with

in just a few thousand miles . . . and Atlantic.

h''.m11111'lllllll., 11111O RADIO NEWS MARKETS ff Asbury ______W LK Hazelton, Pa. WAZL Paterson, N. J. -____ WPAT Iy ark, N. - - - -- .J J-- - Asheville, N. C WWNC Hornell, N. Y. WLEA Peekskill, N. Y. WLNA Pocomoke City, Md. ______.WDMV Bloomsburg, Pa. WCNR Jacksonville, N. C. WJNC Poughkeepsie, N. Y. \VEOK Bradford, Pa. _ _ WESB Jamestown, N. Y. WJTN _____ WPIC Bridgeport, Conn. WICC Sharon, Pa. Kingston, N. Y. WKNY Sunbury, Pa. ______- ______WKOK Charlottesville, Va. ____._____WELK Valdosta, Ga. ______WGOV Columbus, Ga. WRBL Liberty, N. Y. ____ \WOS Cordele, Ga. .... MUM Warsaw, Va. ______-_- _____.WNNT Morristown, N. J. WMTR Corning, N. Y. WCLI Washington, D. C. ______\VRC Va. _.._ WSIG Mt. Jackson, Washington, N. J. ______.WCRV Fayetteville, N. C. WFNC Newark, N. J...... ______WNTA Waycross, Ga. Fort Valley, Ga. ___-______WFPM \Vellsboro, Pa. WNBT New Brunswick, N. J. WCTC _ Wellsville, N. Y. ______. \'LSV Georgetown, Del. Newburgh, N. Y. WGNY Williamsport, Pa. ______\VWPA Glens Falls, N. Y. ___ WWSC 1'Oil City, Pa. _ WKRZ Wilmington, N. C. __-_-__ -WMED Harrisonburg, Va. WSVA Olean, N. Y. Winchester, Va.

II III '0!1111;0111111111111111i14111111111111;111i' IIIIhIC1111I1111111111I111111111i1111111111111111111111111111111111111111!111MtlIIIIIIli11111111

I. S. RADIO February 1961 45

www.americanradiohistory.com question and answer

THE QUESTION: A New York or Chicago buyer can request copies of newspapers in outlying markets to judge framework for his ad. Similarly, he may watch network tv to learn of programming changes that occur in other markets. How can the buyer best keep up on programming changes in radio?

ill nlllllllllnllllll!19!IIII II IlllllllllllllllllllllllllllIlIItllllll !IIIIIIIIII. Illllf IIIIIIIIIIICIIIIIpllllllllllllllilllllnllllllllglllllllllllllllOIIIIIIIIINIII! IIIIIIIIIIYIIIIIIIIIIIIIIIIIIIIIIIIII !IIIIImII Edward Koehler is an associate media director for BBDO Inc., New York. His comments follow those of Richard Olsen, DCS&S, New York, who appeared last month on this subject. Mr. Koehler feels that ratings alone do not tell enough of a station's story. He lists here other factors important to a buyer. iu.,, millllllll. dIIIIIIIIIIIIIIIIGGI: IIIIIIIIIIiIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIYIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIdlllll61111i IIII IIII iii i

EDWARD KOEHLER ANSWERS:

Spot radio is probably the personalities. Obviously, the best From time to time, station per- most difficult medium to pur- way to become acquainted with radio sonnel make periodic visits to New chase properly due to the stations is through a succession of York City to acquaint buyers and constantly changing program for- field trips. However, this is an ex- other agency decision makers with mats, lack of qualitative data and a pensive and time -consuming opera- the profile of their stations. These general lack of agreement between tion and most broadcast buyers do presentations can afford buyers first- rating services. not get the opportunity to travel. hand knowledge on the type of radio The space buyer can request cop- Since the buyer must obtain this stations they will be purchasing. ies of local newspapers and Sunday necessary data, he can secure first- Ratings are only one quantitative supplements in order to evaluate the hand information to bring the add- measurement. They do not tell you editorial climate that his advertising ed dimension of qualitative judg- what kind of audience you are reach- message will be exposed to and also ment to the spot radio buy. Program ing or where the audience is located. check for color reproduction. Spot tapes of almost all stations can be In addition, they do not tell you television can be more easily defined secured, which will give an indica- anything about the value of a given local because of network adjacencies and tion of the station's programming station personality, his s2.11ing generally superior audience data. format and the salesmanship of its power and so on. Ratings and cost - A also per- fine. these The timebuyer based in New York personalities. buyer can util- thousands are but ize the knowledge of the station rep- alone are not the complete answer lias a somewhat nuore difficult posi- resentatives. For the most part, a in making a good spot radio buy. In tion in evaluating programming for - good representative salesman knows some markets, many stations are re- mats of stations many miles away. his markets like the pale of his eluired to provide strong reach. In The broadcast buyer of today has hand. He can also tell you things others, one or two strong. well-estab- a wealth of market data available to which statistics cannot begin to re- lished stations can do the job. Wise him. However, his selection of radio veal. Additionally. he knows which selection of stations and schedules stations must be based upon cover- local radio personalities can draw requires evaluation of all pertinent age patterns, audience composition, the type of listeners you want to quantitative as well as qualitative programming formats and station reach. Iacts for each market.

46 U. S. RADIO February 1961

www.americanradiohistory.com Here's why 50,000 -watt WHO RADIO i belongs on any list of 14 or more largest radio markets!

ikETAIL spending in Metropolitan Des Moines 75% of Iowa's total retail spending is done in accounts for only 11% of Iowa's total. All areas in which WHO Radio has an NCS No. 2 ,ight of Iowa's Metro Areas, combined, account for circulation of more than 10%. )nly 36% of retail sales. This circulation corers 800.000 Iowa homes. There are only 13 markets in America in which any

IOWA POPULATION -DOLLAR DISTRIBUTION radio station gives you larger circulation. Or more

% of Retail % of Guying power. al State State's Sales State's Population Population CSI CSI )$000) Sales We know you know these facts. What about the Des Moines less experienced people who may help (or hurt) Metro Areas 284,200 9/ 581,160 12% 401,903 11% station -selections? \Ve would be delighted to Iowa's 8 leading your Metro Areas in- have the name of anybody who should know the cluding Des Moines 943,600 33% 1,831,797 38% 1,259,097 36%

Remainder realities about radio -listening in Iowa. Write us, f Iowa 1,904,400 67% 7,975,489 62% 7,286,754 64 or PGW!

for Iowa PLUS! Des Moines . 50,000 Watts

NBC Affiliate WHO Radio is pan of Central Broadcasting Company, which also owns and operates WHO -TV, Des Moines; WOC -TV, Davenport Col. B. J. Palmer, President P. A. Loyer, Resident Manager Robert H. Harter, Sales Manager

Peters, Griffin, Woodward, Inc., Reprrreatetises

S. RADIO ' February 1961 47 www.americanradiohistory.com focus on radio

A Quick Glance At People, Places And Events Around Radio -Land

INGEMAR JOHANSSON (I.) heavyweight challenger, talks over his rematch with Floyd Patterson on March 3rd, with Robert Pauley, v.p. in charge of the ABC Radio Network. ABC has sole coverage of the fight.

TENNIS CHAMPION Althea Gibson serves up a song ai the fifth annual children's party sponsored by WCHB Detroit. The party held at the downtown Fox Theatre was attended by 6,500 children. Miss Gibson is now a sales representative for Tip Top Bread which sponsors " Topettes" (with Miss Gibson) a junior song and dance team.

WHO SNEEZED? asks WKY Oklahoma City program manager Danny Williams. Whoever did sneeze brought down a stack of 140,00( mail response cards that had been sent to the station as part of a promotion to determine the most popular principal in Oklahoma's schools Winner was named "Principal of the Year" anc received trophy as well as 5100 for his school

18 U. S. RADIO February 1961 www.americanradiohistory.com - rr TIMEBUYER Fred Spruytenburg of Sullivan, Stauffer, Colwell and Bayles, New York, "gets the message" from Bill Morgan, head of national sales for the McLendon stations. Morgan contracted for more than 500 backseat billboards in New York taxis. The taxi campaign was designed to attract the "captive" advertising men as they cab -hopped about town.

WELCOMING the Weather Bureau to its new headquarters in the RCA REMINISCING over the past 30 years of sponsorship on WKZO Building in New York, WNBC presents retiring weatherman Ernest J. Kalamazoo are Frank Ryan (I.) of the Kalamazoo Laundry Co. and Christie with a trophy during the Bill Cullen Show broadcast from the John Fetzer, president and owner of the station. The laundry Bureau's quarters. With them is G. S. Dietrich, WNBC station manager. company is the station's oldest sponsor, according to Mr. Fetzer.

Voro- PRETTY PAT ENNIS is helping the Keystone WINNER of Cleveland's "Postman of the Year" award is John Broadcasting System Inc., Chicago, observe its bel, shown here receiving a $100 bond from WHK personality Eddie 2Ist anniversary at New York's (that's right) Cleric. Assisting with the happy ceremonies is Nelson Sundermeier, the 21 Club. She is New York branch office mgr. who is the president of Cleveland Letter Carriers Association.

U. S. RADIO February 1961 19

www.americanradiohistory.com "Me look

V10ITOMOA9 worried, FI30AV1AM I Mrs. Gry mcz y k ?i

"Well, if I do it's because I am worried.

"You see I run the promotion that puts across 1 basic impression of our medium to advertiser It does, too -gets us business.

"But that's just the basic impression. We've at least nine other reasons why advertisers should go along with us. Sure, our salesmen may have mentioned them all at various tin but how much will buyers remember when they're ready to buy?

"I've got the awful feeling that advertisers all over are buying our competition for some of these other reasons when we actually have better values to offer on the same points. I c1

put all of them in our impression promotion - how am I gonna' tell them? See what I mean

"I'm not sure I do, Mr. Jones. But I do know this -I clean two agency offices in this buildi and very often when those men are working late, they're always looking things up in a book just like that."

"Oh, that! STANDARD RATE. Sure, we have an ad in there with our basic im HEY... wait a minute! ...

"That's it, Mrs. Grymczyk! That's the place put all our good points. Every last one o/ the Why I can anchor my whole story here where With competent, strategically placed our prospects have to look before their schedl, are frozen. Thanks a million, Mrs. Grymczyl, information in SRDS YOU ARE THERE Selling by helping people buy.

.SRV S Standard Rate & Data Service, Inc, the national authority serving the media- buying function C. Laury Botthof, President and Publisher 5201 OLD ORCHARD ROAD, SKOKIE, ILL. -YORKTOWN 68500 SA! F5 nFFICFS SunwIF uru1 ynag eri &t.rn I ncwww.americanradiohistory.com aMi-r, hometown USA Commercial Clinic Station Log BPA Memo (Local Promotion) Radio Registers

Establishing Listener Station Identification

Study probes factors involved

in creating and sustaining

local station individuality

Do listeners really distin- Irving White, co- director of CRA, men to minor white collar, small guish between the sounds of has placed a great deal of emphasis retailers, etc.) and 20 men and 20 various stations? What do upon radio's potential as, in his women in the middle and upper - listeners expect from radio in return terms, a relationship device. "The middle brackets (professionals, busi- for their attention? What do listen- way in which radio can affect the ness executives and managers, etc.) ers recall vividly about commercials? listener's behavior," says Mr. White, The age range was from 18 to 55. These and similar questions that "is, in the final analysis, a far In the Chicago area there are 13 relate to the area of qualitative re- more penetrating consideration than am and 17 fm stations, Mr. White search have resulted in a study made whether its sound has managed to notes. In order to have listeners dis- by Creative Research Associates of fall on a listener's ear." tinguish one station from another, 'Chicago. CRA feels that though its The survey was conducted in the he explains, stations will have to es- findings are not meant to be applied homes of 100 Chicagoans comprising tablish individual patterns of sound, to any market as a standard of im- a stratified random sample. Basic- innovate original programming and age strengthening, they may offer ally, this involved 30 men and 30 strive to get away from the "typi- some solution to the problem of women in the upper -lower and cal" announcer and disc jockey per- the stations rapport with lower- middle social brackets (rang- sonality. A station must convey its "betteringits audience. ing from skilled workmen and fore- character to the public. "It must," (Cont'd on p. 59)

U. S. RADIO February 1961 51

www.americanradiohistory.com HOMETOWN U.S.A. commercial clinic

How a Major Agency Creates And Produces Radio Commercials

A client walking into BBDO Inc., approach to creating a commercial The latest radio commercials to New York, to approve music and that is somewhat different from an come from the BBDO team were cop}' for a new radio commercial agency man's." done for the Pepsi -Cola Co., an ac- would have a surprise if he weren't His own work philosophy makes it count the agency acquired last year wise to the ways of the agency's pro- mandatory to start working on the from Kenyon & Eckhardt Inc., New duction staff. words of a commercial before com- York. The successor to the "Be Soci- He would first go to the account posing the music. "After all, the able" theme takes its keynote from executive's office (no surprise here) . advertising message is more impor- the phrase, "Those who think young." Together they would wend their tant. Without it you begin to Mr. Allen did not get a crack at way through the mammoth agen- wander all over the place." doing original music for this one, cy's corridors to the elevator, from Words are supplied by the copy but turned in his own arrangement whence they would alight on the department. They may be the final of "Makin' Whoopee." The key four 10th floor. Then they would work words used for the jingle; and they lines from the commercials, which their way through a long hall, past may be "ground words," symbolic of go on the air across the country by high shelves of tapes, cutting rooms a theme that must be carried out February 15, are these: and storage bins. but can be changed. If Mr. Allen The crowd today Finally they would enter a room comes up with some phrases that lively agrees where a young man in his 30's sits at put the theme across more effec- those who think young say, a piano. After introductions, the tively, the original words are thrown "Pepsi please !" client would sit back and listen as out and he starts from scratch. They pick the right one, the young man bangs out some tunes the modern light one, for a new commercial, much in the JIIIII IIII IIIIIIIIIIIII IIII IIII 111111111 IIII IIII 1111.1111.1111.1111 11111111.1111 111111f111111111.111 ' Ill ILI now it's Pepsi -for those fashion of an old Tin Pan Alley 10 Best Radio who think young! song -plugger. Commercials, 1960 -RAB And this is the way many of Budweiser Mr. Allen picked his own talent. BBDO's radio commercials with mu- which nor- D'Arcy, St. Louis for this commercial, he sic have been born during the past mally (loes anyway. His "discovery" five years. The man at the piano is =Chun King for the Pepsi spots is Joanie Som- Ben Allen, writer -producer, who has BBDO, Minneapolis mers, a I9 -year -old jan stylist from a professional scorn for the word =Ford the West Coast. She sings the lyrics "jingle." "It's a degrading term," J. }Faller Thompson, Detroit for the spots, and will be promoted he says, "but for lack of something by the agency as "The Little Pepsi - L &M better, I call a spot a musical com- Cola Girl." mercial." }lc has an equal distaste Danrer -Fil zgerald- Sample, N. 1'.- The music for the Lucky Strike for the label "jingle writer," and Lucky Strike cigarette commercial, "Remember feels more at home with the phrase BRDO, New York }low Great :\ Cigarette Used to "music -oriented advertising man." Nescafe Taste," is a creation of Mr. Allen. BBDO, he explains, is one of the It rated the number five spot in the William /:sly, New York few major agencies that creates both list of the "Ill Most Effective Radio music and words for its clients. Northwest Orient Airlines Commercials" selected by Radio \d- Most firms farm the work out to Cam pbell- ,]Eilbnn, dlinneupolis vcrtising Bureau (sec box). lie also independent production companies. Schlitz wrote and produced the Campbell Fully 99 portent of BBDO commer- I. Waite; Thompson, Chicago Soup "Good Things Begin to Hap- cials are horn under the agency's pen" melody and the music for the roof, he points out, which is a high Winston local New York Yellow Pages spots. batting average along \Iamlison Ave- William Esly, New York Also among his credits is the music nue. "Writers in outside firms are Wrigley's I)oublemint for the " \Iiss America" song. made at tually advertising -oriented musi- Aril: n H. ,ll eyerho//, Chicago famous by Bert Parks' annual rendi- cians," Mr. Allen defines, with an tion.

52 tl. S. IL11)10 February I961 www.americanradiohistory.com HOMETOWN U.S.A. Station log

News: in news style, featuring capsules of Public Service: ;carting with its own staff, WINF articles in technical, semi -technical Considering their community a \lanchester, Conn., is laying the and professional publications. Mar- likely target for nuclear attack be- groundwork for the community's ap- quardt Corporation, Van Nuys, cause it "literally sits under the rreciation of good music. Staff mem- Calif., sponsors the program on guns of Strategic Air Command rs are going to class one night a WRC and stations in Los Angeles Headquarters," KBON Omaha offi- veek for 15 weeks to sharpen their and Ogden, Utah. cials last month decided to combat ppreciation of good music and im- CKG \f Montreal has increased community apathy to Civil Defense 'rove their news reporting. Music discussion and commentary pro- shelter program. The station spon- ppreciation teacher for the course is grams, excluding news, to 10 hours sored a "Scramble for Shelter" con- ohn Gruber, former piano soloist a week. The move is part of long test with top prize a fully stocked Pith the Boston Symphony Orches- range programming changes which fall -out shelter. To all entrants in ra. According to John Deme, man- include late evening musical seg- the contest, the Omaha Office of ger, WINF's emphasis in program- ments with a maximum of two com- Civil Defense sent a pamphlet giving has been on cultural programs mercials during a half -hour. On ing instructions on how to build and nd quality music. the news side, CKGM editorials on stock a fall -out shelter. Another station devoted to the local issues were increased from four Direct reports from the North upport of "culture in the commu- to eight per day. The station also American Air Defense Command at ity, WHEB Portsmouth, has Bo- airs eight editorials a day on na- Colorado Springs will be broadcast ated more than 3,000 classical rec- tional and international matters. as a public service by KGB San The station reports that rds to the University of New Hamp- Three Florida stations are pro- Diego. ire. Along with the records, every 86 seconds an aircraft pene- gramming a six- times -weekly wrap - alued between $8,000 and S10,000, trates the North American Air Space up of Canadian news, weather, ent a complete file catalog. Ac- from an Asiatic or European air- reports for Cana- rding to general manager Harold sports and market port. NORAD's job is to make sure in Florida. The re- 3. Segal, the library holds instru- dians wintering not one of these thousand daily ental, choral, vocal and operatic ports are broadcast direct from penetrations are hostile. The show lections including some that may Toronto to WGTO, Cypress Gar- will be aired every second and fourth e collector's items. dens, WGBS Miami, and WQXQ Monday of the month over KGB's In other news, KMA Shenandoah, Daytona Beach. 7:30 a. m. news. a., reports it helped locate five ivil Air Patrol cadets lost on a 100- le survival training hike. The AP lost contact with the hikers on e fourth day of the trip. KMA roadcast the approximate location f the group; listeners spotted the am and reported their exact where - bouts in time for arrival of emer- ency food rations.

Programming: hanges and advances in technology ave prompted WRC Washington to d a new five- minute feature, "En- H neering Reports," to its program- of ing. Tailored to the interest WINNER of the Greater Trenton Symphony Audition on- the -air, sponsored by WTTM receiving e general audience, as well as pro - Trenton and Nationwide Insurance Co., is Pfc Salvatore J. Pusateri, shown Bottorff of Fort Dis; Private Pusateri; Mrs. a $250 award. (I. to r.): Maj. Marcus ssional engineers and students, the Byron L. Davis of Nation- Mary G. Roebling, president of the Trenton Symphony; rogram is aired each weekday mor- wide; Albert W. Wessell, chairman of the Symphony's Awards Committee and Glenn of sponsoring station WTTM. ing at 7:35. The report is delivered Jackson, resident vice president and general manager 53 . S. RADIO February 1961 ir www.americanradiohistory.com 1 BPA memo

BPA Promotion Budget On January 7, the BPA board of Astoria hotel in New York City; Survey Shows Increases directors met with President Hurl- authorization of study on manpower but in Indianapolis to outline the requirements in the promotion fields; The new Broadcasters' Promotion coming year's program. Items on the expansion of BPA's cooperation with Association president, John F. Hurl- board's agenda included the publi- colleges and universities teaching but of \VFB\I Indianapolis, has re- cation of an "idea book" to be edited promotion; continued cooperation leased the results of a promotion by Bruce Wallace of WT\I J Milwau- with the national Junior Achieve- budget survey conducted recently. kee. "The book," says Mr. Hurlbut, ment and the creation of a liaison The survey shows that broadcast "will incorporate highlights of the with the National Association of stations will be spending record promotion and merchandising ideas Broadcasters, the Radio Advertising amounts on promotion in 1961. garnered from monthly bulletins Bureau and other broadcast associa- The over 350 member stations re- published by BPA since its organi- tions. ported budget increases in 63 percent zation. Distribution by May will be Dan Bellus and Jim Mullen, of of the stations, with an average in- confined to new and present mem- Transcontinent Television Corpora- crease of 18.3 percent. According to bers, associate members, affiliate tion and WCBS New York, respec- Mr. Hurlbut, both radio and tele- members and those colleges and uni- tively, reported to the board on ar- vision stations are following similar versities with whom BPA is cooperat- rangements for the 1960 BPA con- patterns. It was noted that radio's ing in classroom promotion and pub- vention to be held at the Waldorf - average budget increase was slightly lic relations training." Astoria in New York on Nov. 6, 7 and 8 with registration scheduled higher than that of tv; however, the The board also determined to infor Nov. 5. percentage spread between the two tensify its membership campaign to Appointments to the BPA bulletin media is only 1.3 points. Of the sta- effect an increase of associate mem- were macle recently by President tions reporting, 62 percent stated berships among agencies, represen- Paul Woodland their budget increases will be used tatives and clients. Heading the vot- Hurlbut. They are, of WGAL Lancaster, Pa., editor -in- in the areas of audience promotion ing and affiliate membership commit- chief; Arthur Garland of \\'GY and and image building. Increased sales tee is Jim Bowermaster of the WMT \VRGB Schenectady, N. Y., merchan- promotion accounts for 18 percent of stations, Cedar Rapids, Ia., while dising editor, and H. Taylor Vaden the budget increases, and additional Ken Chemin of the Triangle Sta- of \VJZ -TV Baltimore, who will trade paper advertising for 15 per- tions, Philadelphia, is head of the handle the sales promotion news. cent. committee recruiting associate mem- Of the stations surveyed 31 percent berships. Other board action in- Free Tickets to Broadway of the current will maintain their 1960 promotion cluded- approval Show Spark Promotion budget levels, but 81 percent of these operating budget of over $13,000, stations had increased their budgets which will be reviewed at the June The opportunity to see a Broad- way of \V New during that year. 10 board meeting at the Waldorf show as a guest WNE York led to the biggest audience promotion in the station's history. In the three weeks that the promotion was run the station reports it received 188,822 cards, the largest mail response to slate. (The previous record. according to the station, was 15- 1,087 entries for a 1959 contest that featured transistor radios as the prizes.) The show for which contestants were vying was the current musical success, "Do Re \li." \lonths before it opened the station purchased 200 orchestra seats worth 51.800 for the December 30 performance. During the promotion \VNE \V ran two an- BPA BOARD holds first meeting of 1961. Seated (I. to r.): Kenneth Chemin, Triangle Sta. nouncements an hour utilizing stations, Philadelphia; John F. Hurlbut, WFBM Indianapolis (president); Gene Godt, KYW -TV tion personalities and Broadway Cleveland; Harvey Clarke, CFPL London, Ont. (second .ice- president); Don Curran, KTVI St. Louis (first vice -president). Standing: Coley Augustine, WIIC Pittsburgh; L. Walton stars. \Villiant Bendix, Ethel Mer- Smith, WROC -TV Rochester; Jim Bowermaster, WMT Cedar Rapids, Ia.; Heber Darton, man. Elizabeth Seal and Phil Silhcrs, WHBF Rock Island, III.; Clark Grant, WOOD Grand Rapids, Mich. and Bud Sullivan, star of "I)o Re Mi." KYW -TV (secretary -treasurer). Board recently met with President Hurlbut in Indianapolis. the

51 (7, S. R.11)10 February 1961

www.americanradiohistory.com Station Offers Pittsburghers HOMETOWN, U. S. A. Completely Furnished House A three bedroom house valued at radio X18,500, plus $15,000 worth of fur- nishings was offered as first prize in registers

i recent KDKA Pittsburgh contest. Fhe promotion, part of the station's iOth anniversary celebration, ran for iglu weeks and drew approximate - y 50,000 entries. Each week a differ - rnt "sound charade" was played and isteners were asked to identify the i ounds and then complete a 25 -word MAGAZINE 4tatement on "why they would like to Wlive in the Big K Birthday House." The Doane Agricultural Digest a subsidiary publi- eekly winners were awarded an cation of the Doane Agricuturay Service Inc., St. Ippliance starter set. On one Sunday Louis, a farm management organization specializ- luring the contest, KDKA held open ing in appraising and agricultural research, ran a four -week louse at the home; over 3,000 listen - campaign on WMT Cedar Rapids, Ia., to rs came to inspect and share coffee promote circulation. Using early morning farm programming with one -minute spots nd dougnuts with station personali- and a 10- minute program the last week of the drive, the digest sold 589 es. subscriptions, according to the station.

:ridgy the 13th is Lucky Day =or Binghamton Housewife Fo prove that Friday the 13th isn't HOME -SIDING ------(n unlucky clay for everyone, Dick Sales increases resulting from participation on WFDF r irby, WNBF Binghamton, N. Y. the "Party Line" show over Flint, Mich., isk jockey offered his listeners the were the incentive for the McLain -Powell Distribut- pportunity of winning a stereo hi -fi ing Co., distributors of aluminum and stone sid- in, to sponsor the "Magic Four Hours" promotion 1- nit valued at $200. with the station. Sales results, according to On his all -night show Nightsound, ; Maurice V. McLain of the company, "gave us a mar- fr. Kirby announced that the person . gin of profit nothing short of phenomenal in our ho could guess the temperature at business. We closed 12 complete home -siding jobs :00 a.m. on Friday, January 13, directly, and we are continuing to experience the 961, would become the proud own - advantage the promotion gave us." r of the above mentioned stereo set. he "Wither- the -Weather" contest hich ran over a two week period suited in a mail response of around TRAVEL SERVICE 0 entries. The temperature turned out to be Using radio as its single advertising outlet, the 5 degrees and the winner was Mrs. Doug Fox Travel Service of Seattle, Wash., estab- ienry Bartnicki of Binghamton. lished 17 reservations to Europe in an eight day But the story doesn't end here. period. Mr. Fox placed all of his advertising in KTIX. The station reported 'he station made arrangements for the hands of Seattle that on a weekly expenditure of $50, the account Irs. Bartnicki to receive her prize at grossed close to $20,000. per home the following Sunday. krhen Mr. Kirby arrived for the pres- tation, he found that the Bart - I t icki's, their friends and relatives APPLIANCE DEALER I__ ' d arranged a full -scale Polish "wel- >ming party" complete with a three Taking advantage of the WBRN Big Rapids, Mich., yer chocolate cake, homemade "Horn Blowin'" promotion package, a local appli- umpernickle, kolachki's, polish sau- dealer sold nearly $20,000 worth of merchan- eJ ance ge and many salads. Somehow, in dise on the three days of the campaign. Basically, ie midst of all the festivities, Mr. the "Horn Blowin'" package consisted of 50 spots Irby managed to get Mrs. Bartnicki used over a four or five -day period and six hours place of receive the reward via a remote of broadcasting direct from the sponsor's his horn, wooadcast from the station's news business. Whenever the sponsor "tooted" a special merchandise iser. someone in the store received prize. *Denotes stations that are members of BPA (Broadcasters' Promotion Association)

JJ . S. RADIO Februars 1961 www.americanradiohistory.com ln Rochester, N.Y. report from RAB People Are Most New Yorkers Heard Switching Collision News on Radio First FROM

A recent study commissioned by about the crash on radio, or turned "TIPEES "Radio Radio Advertising Bureau reveals to radio that day for additional again the breathtaking speed with news. Among the more than eight TO which modern communications me- out of 10 families who were aware dia inform the public. On Decem- of the disaster that day, 56.2% knew ber 16th, when two airliners collided about it first through radio. WVET over New York in what was the Of the remaining households who 1280 KC greatest air disaster in history, more knew about the crash: 3 -1.2Öä got the than eight out of 10 households in flash first from television; 7.2% got FOR MUSIC THEY LOVE the New York area were aware of the tragic news word -of- mouth; and NEWS NAMES THEY KNOW the tragic news event within four only 2.4% read the front -page story COMPLETE NEWS COVERAGE hours of the tragedy. first in their newspapers. in addition, the survey documents Immediate Survey not only the speed and flexibility of BASIC NBC AFFILIATE Within hours after the planes col- radio, but also its position as a news lided over Staten Island, RAB com- medium people turn to with trust. missioned R. H. Bruskin Associates It revealed that 273% of those who WVET RADIO, Rochester 4, N.Y. to start a same -day survey to meas- first heard of the disaster by other Nat'l Rep.: Robert E. Eastman & Co., Inc. ure accurately the time it takes peo- means (television, word -of- mouth, ple to learn of a major news event. newspapers) turned their radio sets The survey also sought to determine on for a more graphic and compre- by what means households first hensive account of the raging fit RilI)IO learned of the crash, and by what and mounting death toll the col KBIG minutes "click" inedia they followed the tragic news lision left in its wake. for advertisers. New as it happened. persuasive personalities The survey, made through ran- Already Listening like Joe Niagara, dom phone calls placed on the after - States RAB: "It is significant that Jim O'Leary, and Bob were Gage pack more noon of the fateful crash, covered a large number of households sales power into every 596 households in the New York already listening to radio on what commercial. metropolitan area. It revealed dra- started as a typical Friday morning Quote: Alpine Cooler matically the tremendous number of It is obvious from these facts that -1 campaign on KBIG an homes that arc reached in less than because of this tremendous audience' unqualified 4 success... a single clay by radio. The survey -radio can alert a high percentage 20% sales increase ... a re no other showed: More than half of all house- of the local population in advertising used. holds (55.9 °,) either first heard markably short time."

mowQuote: Response to Arrowhead- Puritas Water campaign on KBIG immediate and unmistakable ... proves RAB ANNOUNCES MAJOR CASH AWARDS So. Calif. listens FOR COMMERCIAL CREATORS alertly to KBIG. For what RAB believes is the first time in history, creators of Use KBIG, Radio Catalina ... the economical radio commercials can twin major awards in 1961. Incentive sales force for all awards of $1,000, $500 and $250-according to RAB the biggest Southern California ... such jackpot current!) offered specifically for excellence in crea- 740 kc /10,000 watts. tive advertising -will be given by RAB to the man most responsible for the best new commercial produced primarily for radio in 1961. RAB president Kevin B. Sweeney, in announcing the 'LAI awards. said that the ground rules of the contest -covering [JOHN POOLE BROADCASTING CO., INC. eligibility, time limit -will be circulated among the nation's 6540 Sunset Blvd., Los Angeles 2E, Calif. Hollywood 3.3205 advertisers and agencies within the next few months. National Representative: Weed Radio Corp..

JII U. S. RAMO February 19 www.americanradiohistory.com report from representatives Review, please, the latest survey of your choice: PGW Studies Lack of Research In Area of Spot Penetration Nielsen (Louisville Metro The constant problem, how to get able for spot radio, their image Area, July -Aug., 1960) advertising's leading accounts into has been that of low reach and, spot radio, has been given a thorough as a result, have ignored the going-over by the representative firm, medium. Hooper (Oct. -Dec., 1960) Peters, Griffin, Woodward Inc. For Once the basics of the problem months the firm's radio sales devel- were realized, PGW distributed data opment department, under the di- collected in a 100 market penetration Pulse (Louisville Metro jrection of C. L. Richards, has been study made by the A. C. Nielsen Co. )combing the advertising woods for Reaction to the study entitled, "Spot Area, Nov., 1960) olutions to the problem. Special Radio's Penetration," has been ex- were held with agency per- tensive and favorable, according to ronnel in the account, media, re- Mr. Teter. "Comments like 'this in- Trendex (Louisville, Aug. earch and creative departments. dicates a bigger reach than we had 24-28, 1959) In dealing with advertising's "de- thought possible for the medium' rision makers," PGW correlated sales are typical. One large agency, tradi- echniques as they applied to indi- tionally a light user of radio, is con- vidual station programming concepts ducting a major radio study on be- Verifax (Louisville, Oct., rich specific product requiremen ts. half of its largest client as a result 1960) 'A typical example of the problem," of PG\V findings in the study." But, ays Robert H. Teter, vice president warns Mr. Teter, "the industry must n charge of the radio division, "is do more." Specifically, he means: Nov., hat of getting major advertisers such Radio research firms must find Conlan (Louisville, s the soap companies to use spot a way to provide the same type 1960) adio as an integral part of the over- of information and in as many 11 effort. markets as they currently do "We think we have come up with for television and at a price the he key to the problem," continues stations can afford. The largest Ir. Teter. "Stated simply, the spot Radio research firms must also adio industry has not been talking find ways of pinpointing quali- unduplicated audience he marketing man's language. We tative factors for individual sta- in lave probed deep enough at the ad- tions... size of household, age the F ertiser level to know that the main and income of head of house- Louisville Metro Are] ssue is 'what medium can best gene- hold, product usage by house- rate (or reach) a market at an eco- hold and so on. belongs to WKLO* tomical cost.' " Industry, organizations, repre- The main points of the problem, sentatives and stations must cconling to PGW are: develop information to show Need we say more? Industry material has (leak only marketing men how spot radio °Niel;cn. duly- August, 1960 with radio's total audience, is the ideal mix with television rather than the kind of specifics . . .how the medium can put see needed for planning purposes greater frequency into the low by an advertiser. viewing television homes. roacrt e. Television being a basic medi- "While the often -voiced com- e, slatan & CO., inc. II um, most large advertisers and plaints relating to rates, over -com- agencies have invested heavily mercialization and difficult}' of buy- Other Air Trails Stations: in reach and frequency anal- ing are factors," concludes Mr. Te- WING, Dayton, O. yses for television but little for ter, "they are subordinate to the WCOL, Columbus, O. radio. be- main issue. Once the advertiser WIZE, Springfield, O. markets deep- The large advertisers know tele- lieves he can penetrate WEZE, Boston, Mass. vision is a big reach medium, ly and sell merchandise ... these is- but with little or no data avail- sues will fade into limbo."

. S. RADIO February 1961 57 www.americanradiohistory.com NOW we can offer you report from PROVEN agencies RESULTS* with these Expanding Media Services Change TELE- BROADCASTER STATIONS Relationship of Sellers and Buyers

As the media department's role in concern IN Hartford to these people," accordin (CONNECTICUT) WPOP the advertising agency becomes in- to Mr. Zeltner. creasingly expanded, major develop- Another change the executiv IN ments have occurred in the broadcast Kansas City - KUDL cited in the sales situation toda area which have changed the rela- deals with speed. "With more bu IN Los Angeles- tionship between sellers of broadcast ers able to determine those limite) (SPANISH LANGUAGE KALI time and the progressive media de- and desirable locations in a marke+ MARKET) partment. The point was made re- and greater pressure for getting th IN San Francisco cently by Herbert Zeltner, vice presi- best availabilities for a client, faste (SAN MATEO) KOFY dent and media director of Lennen service is more necessary." Mr. Zel * TOP RATINGS IN & Newell Inc., New York, in a speech ner foresees the time when much c AUDIENCE BECAUSE WE before a meeting of the Radio and the routine drudgery of buying tini * MORE LISTENERS PROGRAM TO Televesion Executives Society. will be clone by automation, leavin PER DOLLAR PLEASE LISTEN- In the past, bfr. Zeltner pointed the buyer free to weigh alternative SPONSOR PREF- * ERS AND TO out, the seller of ERENCE AFTER broadcast time and exercise experienced judgmen TRYING "BOTH" PROMOTE SALES might have worked only with the As the media department plays a STATIONS timebuyer. But today expanded increasingly important role in majo For facts 8 figures CALL Inedia departments now have a va- marketing decisions and budge riety of media A TELE- BROADCASTER STATION supervisors, research planning for clients, Mr. Zeltre specialists and account people who warned that media department have an interest in the selling situa- must, in the near future: tion. 1) Establish programs for recruit LOCAL RADIO "The buyer is still the principal ing personnel directly from college contact when it comes to the selec- and universities; STATIONS IN 3 tion of one station over another or 2) Institute formal training pre one spot plan in preference to an grams for new personnel to develop alternate, as well as for the proper their full potential That's what you get as quickly as po!i selection of the best when you buy time on broadcast pat- cible; tern for his particular strategy situa- 3) Eliminate the haphazard jot BIG 5,000 -WATT tion," the media executive com- hopping and talent raiding that not mented. exists in the field; "But if it is a matter of broader 4) Evaluate carefully all availabl'i policy, or general market selling, the rating and research services ant WEHR planning supervisor may very well select only that one or combinatiot be a proper and worthwhile con- of services which best meets depart WISCONSIN RAPIDS tact. 1f new research developments ment and client needs; with full time studios in or a difference of opinion revolving 5) Abolish unnecessary routine pa around technical problems of read- per work to free top level personne MARSHFIELD AND ing research results is to be consid- for the more important tasks of plan ered, the various analysis and re- ning- together wilt account group, STEVENS POINT search people involved should be a -over-all marketing strategy an BIG Coverage at Lowest Cost - part of the group contacted. effective budget and media plans. Per- Thousand . . 20 Years of "If the seller of dine is indiscrim- "These are rewarding possibilities Local Radio Service inate about his contacts in a diversi- but they cannot be attained simpl fied organization, he may well wind by default," \1r. Zeltner explained' np using his limited time less effi- "The media department mast prove ciently. It behooves him to give to account groups, agency manage WFH some thought to what members of ment. clients and the representat¡vt WISCONSIN RAPIDS, WISC. the organization should be specific- from whom it buys that it is a fas Phone HA -3 -7200 ally covered in a particular selling maturing and increasingly capabl te Represented by Devney, Inc. situation and then to restrict his :u-nn of the modern advertising ages presentation to material of primary c)'." If

11. 1. /LIMO February 196 www.americanradiohistory.com (Conf'd from p. 51) report on Mr. White states, "communicate to them a point of view; what its values are and what it stands for." The CRA study indicates that there are approximately three sta- -. tions in the Chicago area that have established a relationship with the Agency Man Looks at Headaches public to the point that they can Facing Fm Medium Today "almost be personified by the listeners." (Joe Gans, president of his own ra- pie to turn to it for the kind of lis- Develop Character dio and tv agency, airs his personal tening they cannot find readily avail- In order to develop a specific char- feelings about some fm problems. able elsewhere. It must start identi- acter that will influence its audience, it is important For full details see Feb. u. S. FAr, p. 3) fying itself with all the demands for for the station to cultural expansion and entertain- realize that the listener is a human being not, as Mr. Like the %weather, everybody talks ment made on it by its selective but and White explains, "merely a listening about fm, but nobody or almost no- ever- expanding audience. machine." Stations that do realize this body does anything about it. Fm's often -made claim to a small, and make it their programming responsi- I find it no longer amusing, for ex- uniquely selective audience is no bility, he notes, "can be imagined ample, to hear people say they listen longer valid. More am stations than by listeners almost as a person, (with to fin because they enjoy the back - ever before are switching to the so- actual tastes and beliefs, providing round music and are not bothered called good music format. companionship even when they pro- with commercials. The fm station that persists in gram so- called 'background' music." Fm desperately needs more corn - catering to the relatively insignificant One theory developed by the Crea- mercials! But even more than that, percentage of its audience which is tive Research Associates was that of t looking for unobtrusive music to do now needs more -much more - the automatic tuneout. "Attention," han merely a good music format. things by will soon discover the game according to Mr. White, "is a func- m must create the desire in peo- is not worth the candle. tion of the value derived. A member of any station audience can listen 24 hours a day if he feels he is getting value for his attention. Con- versely, the tolerance for radio can be less than two minutes, if the listener feels he is getting no value. Automatic tuneout, then, occurs at m Group Conducts Study the point where the listener feels he o Probe Listener Characteristics is paying too much attention for the value derived from radio." For full details see Feb. U.S. FM, to the survey. This is visually demonstrated by

. 6) Except for those in the five digit CRA with the use of a steadily de- income bracket (around 12 per cent) clining graph line of "pleasure of 'ix fm stations in the Sacramento income appeared to have little effect interest response." Simultaneously, alley area of Northern California on listenership. Each of the four the line indicating the amount of $4,000 to ake up the membership of the Sac- brackets from under the "effort required" on the part of the $10,000 level accounted for about 20 listener to extract that pleasure or mento Valley Fm Broadcasters to 25 percent of listenership. information will rise in proportion SVFMB) , founded "for the general Most fin listeners, the survey indi- to the line. these tterntent of fm." declining When cates, have had some college with two lines converge, automatic tune - At two separate events, the Califor- over 30 percent holding degrees. out occurs; that is, the listener is no ia State Fair and the Sacramento Over 25 percent of the listeners longer willing to put forth the effort tereo Hi -Fi Show, the SVFMB con - stated that they listen to fm from for a full response to what is being ucted surveys on the age, income, two to three hours a day. broadcast, according to CRA. r ucation, listening habits and musi- The 6:00 to 9:00 p.m. time slot This factor is, in large, deter- 1 preference of fm set owners. The proved to be most popular with all mined by the listener's expectation tme questionnaire was utilized at listeners. Over 60 per cent tuned in of a radio's obligation to them. oth events. during these hours, states SVFMB. Mr. White explains that, "Lis- In the age category, persons form - And, finally, in the area of musical teners feel strongly that if radio is a g the 25 -35 year age group account- preference, symphonic music took commercial medium, if it relates to 1 for nearly 29 percent of the total first place, light concert second and them as potential customers of adver- teners, with the 36 -45 age group sacred music was third in popularity. tised products, it owes them two ming in for a close second at ap- Least preferred was opera and dixie things -entertainment and informa- oximately 25 percent, according land. tion. Failure of stations to provide (Cont'd on p. 60)

. S. RADIO February 1961 59 www.americanradiohistory.com (Cont'd from p. 59) these two elements causes listeners report from to feel as if they are merely objects of a pitchman's routine, not selective networks listeners." "Radio programming is not designed for the purpose of occupying a continual foreground in the listener's mind," he continues. "Radio is now used both for a direct contact relationship, as in the news, sports CBS: Weiss) , American Motors (Geyer, and special programs, as well as for Madden , - Arthur Hull Hayes, president of Morey, and Ballard) Rol a background interest against which ley Co. for Sea and Ski (Foote, Cone other activities may be performed." CBS Radio, recently spoke on "Ra- and Belding) , Kellogg Co. (Leo He also points out that "Commer- dio in a Television Era" at Athens, Burnett), International Minerals cials are remembered in two ways: Ga. The talk was given at the 16th and Chemical Corp. for Accent First, with some feeling of tolerance annual meeting at the Georgia Ra- (Needham, Louis and Brorby) , and even pleasure. Secondly, with dio and Television Institute, under Wagner Electric Corp. (Arthur R. feelings of tension. Commercials re- the joint sponsorship of the Univer- Mogge) , Reader's Digest Association membered best with tolerance and sity of Georgia's Henry W. Grady (Schwab, Beatty and Porter) and pleasure include jingle and humor- School of Journalism and the Geor- Sinclair Refining Co. (Geyer, Morey, ous sell, but only when the humor gia Association of Broadcasters. Madden and Ballard) . angle is relevant to the product, Concerning network radio, Mr. otherwise the product or service in- ABC: Hayes noted, "Each [network] sta- volved is forgotten. Commercials re- tion faces stiff competition for lis- The rematch between heavyweight called with tension associations in- teners in its own community from boxing champion Floyd Patterson clude the very hard sell and the so- the huge increase in the number of and Ingeniar Johansson scheduled called 'scientific' or otherwise ex- radio stations. Why, then, should for March 13, will get exclusive radio aggerated claims. stations continue their network af- coverage by ABC. Robert R. Pauley, "Stations that have achieved au- 1 filiations? The biggest reason, I be- vice president in charge of ABC thority, or character, invest every ut- lieve, is that a radio network, Radio, announced that the fight terance they make," Mr. White con- uniquely, can supply programming package, which has been sold to the tinues, "with an added value that which it would be difficult or impos- Carling Brewing Co. and the Men- exceeds the literal commercial mes- d sible for the individual station to nen Co., is worth over $350,000, and sage. A listener will generally take duplicate." that the cost to the network for the positive action from an authorita- In conclusion, Mr. Hayes stated broadcast rights may be the highest tive voice, but remain relatively un- that there was a definite need for in the history of radio. moved by an innocuous one." more extensive qualitative radio re- Planters Nut ft: Chocolate Co., a In summary, Mr. White notes, n search that would show not just the subsidiary of Standard Brands, and "The fact that radio programming e cost -per- thousand, but "the cost -per- Lewis -Howe (NR tablets and and advertising reaches a broad mar- thousand ... who." The answer to Turns) have signed up for major ket quantitatively speaking, seems to radio's real value can be found schedules on the networks Flair. have clouded the basic problem of through "more thoughtful, more The I)on McNeill Breakfast Club assessing radio's effectiveness as a imaginative, more precise research has picked up extensive schedules commercial medium. than we have developed as yet." from Sylvania Electric Products Inc. and the Hudson Vitamin Corp. Not Box Office The sales have increased "The question of the nature of NBC: program's 15 percent over last year. radio's influence on listeners. if any, George A. Graham Jr., vice presi- has been assessed primarily by count- dent and general nianager of the MBS: ing listeners. The effectiveness of NBC Radio network, states that On February 6, Mutual opened its this technique as an adequate meas- sales in the six weeks ending Janu- San Francisco news bureau. the first urement of advertisement efficiency ary 13 totaled $3,200,000 in net of two on the \Vest Coast. The sec- has been contested by many adver- revenue, making it one of the most ond, in Los Angeles, will be opened tisers and researchers. The basic ',milli( live six -week period's since in arid- spring. KQBV' Saut Frantcisco framework for evaluating such in- the [all of 1956. All but $952,000 has assumed the responsibility of fluences is theoretically that of cons sas new business. running the bureau there. I)on nnutications and not of box office. The netwo, k's advertisers and heath is the bureau chief with "It would seem more logical to their agencies in( hide: Lever Bros. Bob \Vilvlrop, former NBC news- determine the images, feelings. mem- Co. for Pcpsodent (Foote, Cone :und man, assisting. As a pick -up for the ory traces and values which radio Belling), General Motors Corp. for \Vest Coast and the Far East. the has communicated to its listeners 'lui( k (M( CannErickson) , Mogen bureau Is-ill provide late evening regarding its programs and its ad- David \Vine Corp. (Edward 11. news shows. vertised products."

60 U. S. RADIO February 1961 www.americanradiohistory.com early this month. A major advancement toward self- report from regulation among Canadian broadcasters, the code numbers 156 radio and television stations as subscribers. Canada The code provides that all groups of listeners shall have some part of the station's general programming devoted to their special likes and tle- sires. Stations are pledged to serve Radio Households, Population Rise the interest of the community and According to BBM Fall Surve identify themselves frith worthwhile Y community activities. Radio households in Canada have Reports are distributed to all BBM News should be presented accu- increased by nearly 200,000 in 1960 members as well as to broadcasters, rately and free from bias, the code according to the fall estimates re- advertisers and agencies. provides. Newscasters may analyze cently issued by the Board of Broad- The table below shows a 1959- and clarify news, as long as com- cast Measurement, Toronto. Radio 60 comparison of population -radio ments are clearly labeled and kept distinct households are considered equivalent household figures of 10 Canadian from regular news presentation . to total households by the BBM, provinces. Enforcement of the code is han- because of the nearly 100 percent Ethics Code in Effect dled by a five -man Code of Ethics radio set ownership in Canada. In other news from Canada, the Committee, which has the power to Total households as of November, Canadian Association of Broadcast- withdraw certification from a mem- 1960, reached 4,459,100 compared ers has announced that its long -dis- ber station for failure to adhere to with 4,294,500 households as of No- cussed Code of Ethics went into effect provisions. vember, 1959. The BBM does not measure multiple radio set owner- BBM FALL ESTIMATES ship, according to W. L. Hudson, director of research develop- Population Radio Household and Province 1960 1959 1960 1959 ment. The household estimates Newfoundland 463,000 452,000 89,000 85,900 are pre- Prince Edward Isl. 104,000 102,800 24,000 23,500 pared twice a year, using the latest Nova Scotia 728,000 722.400 170,100 169,400 census figures as a base. Population New Brunswick 605,000 595,500 132,000 129,200 and household estimates are broken Quebec 5,166,500 5,048,900 1,143.900 1,092,200 down into counties, census divisions Ontario 6.173,400 6,013,100 1,593,100 1,549,100 Manitoba 905,000 893,000 232,000 229,000 "or parts and balances thereof." Saskatchewan 914,000 910,400 249,900 241,700 Cities, municipalities, towns, villages, Alberta 1,307,000 1,257,100 350,000 329,300 townships and parishes are included British Columbia 1,628,000 1,585,800 475,000 444,500 in the listing, with the exception of Canadian total 17,993,900 17,581,400 4,459,100 4,294,500 those in the Yukon and Northeast Not including the Yukon and Northwest territories. Population and radio terri tories. households are rounded to hundreds. These Men Capture Listeners! WGY offers advertisers a unique (for its area) opportunity to sell specific adult groups

Through personality shows such as "The Chanticleer" and "Breakfast With Bill," WGY captures specific and mature audience groups in its market area: Northeastern New York and Western New England. This varied programming earns top listenership among all adults - NH listeners who spend the money for your products. With spots on WGY, you can pin -point your CHARLES JOHN sales message to individual buying groups MASS. STEVENSON (farmers, housewives, sports fans, many others) "THE CHANTICLEER' -an advantage no competing station offers. CONN Varied programming makes WGY your best area buy for a class or mass message. For availabili- wYork ties, contact the Henry I. Christal Co. or WGY, Schenectady, N. Y. BILL EDWARDSEN "BREAKFAST 50,000 Watts NBC Affiliate 810 Kilocycles WITH BILL" i A GENERAL ELECTRIC STATION

U. S. RADIO February 1961 61

www.americanradiohistory.com IIIII IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII IIIII radio KFAL RADIO research FULTON, MISSOURI

DOMINANT FARM RADIO SERVICE

16 hours of farm radio a week

. Interesting, pertinent and Out -of -Home Listening Reached factual information and programming for farmers. New Peak Last Summer, Pulse Reveals

"Smack in The Middle" of the Cross- roads of the Nation! Dominating a Out-of -home listening during the 20,514,100 radio homes -40.1 percent vast moving audience, travelers, and summer of 1960 made its largest of the U. S. total. In terms of actual vacationers going everywhere all year gains in a four -year upward climb, audience size in these areas, five per- according to figures released recently cent of all radio families reported long . . . On U.S. 40, and U.S. 50- by The Pulse Inc. covering 29 major listening in automobiles, at work or both transcontinental highways, and on markets. in other away -from -home places dur- U.S. Chicago to the Southwest. 54 A record 34 percent was added to ing the average one -quarter hour be- From Border to Border in Missouri, the in -home audience according to tween 6 a.m. and midnight. KFAL RADIO reaches the great auto- figures released by Larry Roslow, "If these results are projected na- radio, and portable -radio audience, associate director of Pulse. This was tionally," Ur. Roslow indicated, "the with news, information and entertain- a gain in out-of -home listening of out-of -home audience during the past ment. Are you represented here? nearly four percent over 1959's 30.5 summer added 2,558,000 families to percent. In 1958 out -of -home listen- the audience during the average one - Represented by John E. Pearson Co. ing reached 28.3 percent and in 1957, quarter hour throughout the day." KFAL RADIO Tel: Midway 2 -3341 25.7 percent. A summary of the results by mar- Fulton, Missouri The markets surveyed contained ket is shown in chart below. 900 Kilocycles 1000 Watts

llllll l llllllllllll lllllllllll'l In -Home and Out -of -Home Radio Listening - Summer 1960 * Cuisine Exquise Dans (All Areas surveyed during July- August, 1960 except where otherwise noted)' ... Market (Summer '60) (Summer '60) (Summer '60) (Summer '60 Homes Using Homes With % Added by Une Atmosphère Élégante Radio Out -of -Home Total Out -of -Home In -Home Listening Audience Listening

Atlanta 11.6 4.4 16.0 38.0 Baltimore 11.9 4.8 16.7 40.4 Birmingham 12.3 4.6 16.9 37.4 Boston 14.3 4.1 18.4 28.7 vríy,v Buffalo 15.9 6.2 22.1 39.0 tdipr. Chicago 13.1 4.9 18.0 37.2 Cincinnati 11.7 4.6 16.3 39.3 Cleveland 16.5 5.3 21.8 32.1 Columbus, Ohio 15.4 3.7 19.1 24.0 Dallas 13.0 5.0 18.0 38.4 Detroit 11.9 4.9 16.8 41.2 Fort Worth 12.9 4.8 17.7 37.2 RESTAURANT Houston 14.2 5.1 19.3 35.5 Kansas City 16.3 4.7 21.0 28.8 LVOIfINe. Los Angeles 16.8 5.7 22.5 33.9 Miami 17.2 5.2 22.4 30.2 Milwaukee 17.5 4.6 22.1 26.3 Minneapolis -St. Paul 15.1 3.8 18.9 25.2 New Orleans 11.3 3,5 14.8 31.0 New York 14.9 5.6 20.5 37.6 Philadelphia 15.2 4.7 19.9 30.9 Pittsburgh 13.6 4.9 18.5 36.0 '4`4!') Portland, Oregon (2) 18.5 3.8 22.3 20.5 Richmond 13.7 3.7 17.4 27.0 St. Louis 15.3 4.1 19.4 26.8 575 Park Avenue at 63rd San Diego 15.3 4.8 20.1 31.4 San Francisco 16.6 4.6 21.2 27.7 NEW YORK Seattle 16.2 4.3 20.5 26.7 Washington 12.4 4.8 17.2 38.7

Average, 29 Markets 14.7 5.0 19.7 34.0%

'Figures on "homes using radio" cover 6 AM to Midnight, Sunday -thru- Saturday. All figures expressed as % of radio families surveyed. unch end O nn r ReservationF 'Miami .... June -July Chicago, New York, Washington .... August only

Cleveland, Dallas, Fort Worth, Houston. Kansas City, Pittsburgh . . . . August -September -Rating based on Monday- Friday only

(P. S. K;1!)!O February 1961 www.americanradiohistory.com names and faces

Noting the Changes Among The People of the Industry AGENCIES vice presidency has gone to M. Michael Griggs who joined the agency in 1946 ad is now a group head there. Ralph Zeuthen is now with Compton, New York, as a v.p. and account supervisor. He was formerly with Edi- C. Wendell Muench, long time head of his own Chicago son Electric Institute. agency has merged with Presba, Fellers and Presba. This Robert Steres of D'Arcy, St. Louis, has been moved to combine will now be known as Presba -Muench Inc. that agency's new San Diego office where he will serve as Robert J. Probst, formerly president of Concept Design media director. and Development Ltd., St. Louis, has moved to Need- Victor Armstrong, senior v.p. of account management at ham, Louis and Brorby, New York, as account executive. Kenyon & Eckhardt, New York, has been elected to the The agency's Chicago office now has the services of agency's board of directors. Gordon Buck as media supervisor. Buck was formerly John H. Leonard and Herbert R. Roberts are newly with Aubrey, Finlay, Marley & Hodgson, Chicago. In elected v.p.'s of BBD &O, New York. . Ir. Leonard is in addition, William Barclay, previously with Quaker Oats charge of an account group while Mr. Roberts manages Co., is now a research supervisor at the NL &B New the agency's marketing department. Another BBDO York office. STATIONS joins the Charles Bernard Co., New York, in a sales man- Mark Woods, a former president of ABC, who has been agement capacity. away from the industry for ten years has been named Santo J. Crupi, previously with Middlesex Broadcasting v.p. and general manager of WSPB Sarasota, Fla. Co., assumes managership of Avery- Knodel's new Boston Robert E. Sharon, former general manager of KDEO San office. Diego, assumes position of sales manager for KFWB Arthur Gordon, general manager of National Time Sales, Hollywood. New York, has been appointed v.p. Station manager appointments in the Franklin Broad- Thomas Carroll, v.p. at Radio -TV Representatives has casting Co., Fort Lauderdale, Fla., include: Charles W. been made an executive v.p., while Fred L. Bernstein has Loufek, formerly manager of KOME Tulsa, Okla., and joined the firm as v.p. in charge of new business. Bern- Music, Heritage now manager of WEW St. Louis; former sales manager stein was with International Good the Stations. Gordon H. Lund to replace Loufek at KOME; Sherod Jim Smith has been selected to head up the new Boston F. Rouser previously at WWIL Ft. Lauderdale, to head . with the firm's WLOD. office of Adam Young He was formerly New York office. Bill Crews, former sports announcer at KMOX St. Louis Kenneth F. Campbell, previously with the Branham Co., has been .-Irk. named manager of KFSA Fort Smith, has joined H -R Representatives as account executive. Iry Trachtenberg has been appointed assistant manager The Katz Agency has announced two additions to their of KTIX Seattle. He was previously group sales manager New York radio sales staff: Scott Eddy, formerly a sales- at the Radio Advertising Bureau, New York. man there will now concentrate on improving spot radio Roben C. Fehlman manager of WHBC Canton, O., has and Sal Agovino, previously with H -R Representatives, been selected to manage WPDQ Jacksonville, Fla. Re- will work in sales. placing him will be Paul E. Gilmor, who has been the station's sales manager. NETWORKS Jack Gelzer, formerly account executive, appointed local William L. McDaniel has been elected executive v.p. for sales manager, \\TGR Buffalo. the NBC Radio Network. He was v.p. in charge of network radio sales. REPRESENTATIVES Iry Lichtenstein has been appointed to the newly created Norman Flynn has been named v.p. of Broadcast Time Mutual Broadcasting System post of director of advertis- Sales. He has been with the firm's sales department for ing, sales development and promotion. He was formerly three years. In the representative's Chicago office, Robert with National Telefilm Assoc. as director of promotion Wencel, formerly with WBBM-FM Chicago, will become and merchandising. The new general sales manager for the midwest account executive for BTS. the network is Frank Rogier, formerly with Thermo H. Malcolm Stuart, a former sales executive with ABC Fax as general sales manager.

IPPF111% tl-,

AikvA 4 Gelzer . Crupi Gilmor Eddy Agovino Flynn Sharon

U. S. RADIO February 1961 63 www.americanradiohistory.com EDITORIAL

can public service be measured?

RADIO'S PUBLIC INTEREST RECORD effective way of reporting public service. a typical comment: U.S. ammo's second annual survey of Radio in Here's station the Public Interest (see p. 20) reveals once again "Numbers are only half a story. In public the impressive role the sound medium plays in service, how do numbers explain an appeal for a serving communities across the country. needy family burned out of its home or the hospital asking for a special type of blood. We say It is a record that defies measurement by most that we programmed 150 hours of public service standards: Expansion of news activity, immediacy in 1960, but that doesn't tell you that approxi- of information during a weather emergency, the mately 100 hours of that time was station -pro- finding of a pet, day -to -day support of com- duced programs dealing with local affairs, farm munity campaigns, special activities on behalf of activities, special drives." fund drives, regular flow of happenings in and around town, editorials and discussions intended Similar comments from stations support the proposed narrative form because it would better to stimulate thinking on local-or even national -problems. show the effort involved as well as the effectiveness of various public interest undertakings. How can the extent and results of these ac- One broadcaster sums it up this way: The tivities be truly measured? percentage report does not "give consideration to the cost of research, writing, production and talent in producing programs in various cate- CHANCES IN REPORTING METHODS? gories, nor to the true type of some public service programs." There is a strong industry move afoot-sup- And a station that relics on public service ported by the National Association of Broadcast - ers -u) change the present reporting system used announcements rather than programs says. "We by the Federal Communications Commission. are in favor of the qualitative form because one I- minute locally -produced public service spot The FCC standard requires that stations report may take hours of time for planning and re- their public interest programming activity in cording." percentages on a "composite week" basis. The NAB has told the FCC that "submission MERIT OF THE PLAN by the broadcaster of a percentage breakdown of his prograniining is unrealistic and unnecessary." The merit of the plan itself is not questioned by its critics. They only mention that the narra- thulcr ( onsideration by the FCC is a plan to tive form would involve considerably more effort permit broach asters to report their public in- to prepare. It is up to the broadcasters -and the terest responsibilities in narrative or qualitative F(,C -to decide if presenting the whole picture form rather than the present "numbers" system. is worth the effort. According to i .s. umno's questionnaire survey, But no matter how one measures it- whether stations are overwhchningly in favor of the nar- by numbers or by effort ;and results -the public rative forni on the grounds that it is a more interest record of radio is impressive.

6.1 U. S. R4I1)10 February 1961 www.americanradiohistory.com IF YOUR CLIENT IS THINKING OF SELLING FOOD IN NEW YORK (and he should be; it's the biggest market in the U.S.)

START WHERE THE SELLING IS EASY (easier because the N.Y. market is bigger than the next 3 combined)

: :pF

r...... :a- iidiF iiiiii iii'it..;F'.áiJ START WITH WINS land (the proven path forl reaching these people)

WHERE THE MARKET IS HAPPILY HOMOGENEOUS (all ages, all interests, all incomes)

Jo matter what walk of life they come from, WINSLANDERS have one thing n common. They all like to eat. They spend over six billion dollars a year n food. Almost every minute of the day and night, WINS is the station in Jew York. MEDIA MORAL: If you sell something good to eat, sell it on ;INS, the station that has the eager eaters. NEW YORK

For complete inlormolion colt: WINS JUdson 2.7000

Nationally Represented by The Katz Agency

www.americanradiohistory.com MUTUAL STOP! Mutual Radio is the C T F A R S LISTEN! You hear what yd only network that gives this buy on Mutual Radio. Your cl guarantee: 8070 clearance THE AIR ent's clearance pattern become across the board in all prime time slots ! established with the airing of his first ai LOOK! All of Mutual's 400 affiliates are nouncement. Mutual Radio gives you your ac sold on Mutual's "Go Network -Stay Local" vertising schedule ... not rebates. GO! Waf programming concept. Result? M a guaranteed 80% clearan Clearances are not a problem. UTUA T 1 in prime time? Buy Mutual RADIO A SERVICE TO INDEPENDENT STATIONS Subsidiary of Minnesota Mining & Manufacturing Company air

www.americanradiohistory.com 1 Grows !% in '60*

100 homes added olden Sound Circle

A U.S. RADIO PUBLICATION FOR FM BROADCASTERS AND ADVERTISERS VOL. 2- NO. 2 FEBRUARY 1961

35 CENTS INDIANAPOLIS WFBM -FM Broaden Programming

Two Agency Executives Urge Fm'ers to Add Cultural and Talk Fare to Program Line -up more than coincidence that LITPRA4RY great growth occurred in the Today's Radio? NAB ,year of WFBM -FM's oper- i i. Planned variety program - Prominent Fm Broadcaster Examines Ups i ;, outstanding news -in -depth and Downs of Fm and Why He Sees Bright Future 1'rage and day-in- and -day- tlromotion have focused more tlmore attention on FM. WFBM -FM "Golden Sound Near Record Set Output e Middle West" .. . MRR I teaches a market of 237,557 select Final Tally of Fm Set Production Shows 'M Families 1960 Biggest Year in More Than a Decade Dominates a 51 county area there retail sales total more than .2 billion. is the select market for your Fm Facts in Pocket N . . . just ask Walker - I a alt, Inc. NAFMB Prepares New Circular Pocket -Sized !d1 1950 FM sel sales in WFBM -FM coverage area. Computer of Fm Facts for Member Stations fAo) 94o7mc .c V SOUND OF THE MIDDLEWEST" 0 000 + ca's most powerful commercial FM station A Service of TIME.LIFE Broadcast

www.americanradiohistory.com U. S. RADIO For buyers and sellers of radio advertising ...AND NOW! U. s. FM FMJ Devoted exclusively to FM Broadcasters and advertisers

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For future articles that really "dig" into the depths of radio broadcasting and advertising ... be sure you see each monthly issue of U.S. RADIO and U.S. FM.

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m Set Buying Turns In Fin production in 1960, reaching its highest mark since 1918, has exceeded lear Record Year in Production expectations. The final count by the Electronics Industries Association shows that fm output last year was 904,766 units, compared with the 1959 figure of 540,522. In 1948, production exceeded a million and a half receivers. Earlier optimistic estimates on the 1960 total were pegged around 700,000.

AFMB Prepares Pocket Computer The National Association of Fm Broadcasters is preparing a circular f Fm Facts for Salesmen pocket -sized computer of fm facts for salesmen of member stations. It will contain figures from a composite analysis of Pulse fm studies of last year (see NAFMB Notes, p. 19) .

m Info File' to Provide A compilation of audience survey results and available fm audience in- gencies With Audience Data formation intended for use by timebuyers and agency personnel is being published by International Good Music Inc., Bellingham, Wash. First part of the file contains condensations of two fm surveys by Alfred Politz Research Inc. and by the University of Southern California Department of Telecommunications. The file is available without charge to agency personnel. And, according to John D. Tuttle, administrative vice president, the publication will contain no IGM promotions.

Wattle Fm Broadcasters Add In another move to pool and coordinate promotional efforts, nine Seattle ,,int Voice to Fm Promotion fm stations have formed the Seattle Fin Broadcasters Association. The group is studying the possibilities of making joint presentations to India buyers and originating a Sunday fm section in one of the daily newspapers. Cortland Clark, KLSN -FM, is chairman. Stations represented thus far are KGMJ -FM, KING -FM, K \ICS -FM, KGFAI, KETO -FM, KZA \I -FM, KOL -FM and KGMI -FM (Bellingham) . Tacoma stations are expected to be invited to join.

:i Fm Questions Highlight The "25 most asked questions" about fm highlighted the fin meeting of 'ixas Broadcaster Session the Texas Association of Broadcasters held early this month. The three - hour session featured a panel comprising Jim Morris, KTBC -FM Austin; Webb Hunt, KQUE Houston, and Tommy Lanyon, KSPL Diboll. Pre- siding was Lynn Christian, KHG\I Houston, and head of the TAB fin section.

Homes in Indianapolis Growth of fm homes in the metropolitan Indianapolis marketing area was in 1960. A survey of set distributors conducted by WFBAI- I !arty Double in 1960 92.24 percent F\I also indicates that 50,000 fm units were sold last year in a 51- county area. Fm- equipped homes in the metropolitan marketing area, according to the station survey, now stands at just under 80,000.

U. S. FM February 1961 1

www.americanradiohistory.com L E T T E R S VOL. 2 - NO. 2 In the Black NVe have been on the air for just a FEBRUARY little over six months and all our 1961 evening time is sold out, Monday through Sunday, plus three hours across the board during the daytime. We sell block time only and limit our commercials to only four per . . . IN THIS ISSUE . . . hour; and what is more important, we are operating in the black. Fore Most Perry P. Walden Trends and Highlights in Fin Radio; General Manager Reports on Fm Advertisers and Stations WJMD(FM) Washington, D.C. Ad Men Evaluate the Medium Agency Executives Who Have Accolades Clients on Fm Give Their Views Recent issues of u.s. FM have been Fm: Today's Radio received with thanks. Such a publi- Fm's Future Is Surveyed cation would appear to provide a By Harold Tanner, WLDM Detroit very beneficial service for fm. Is There a Research Vacuum? Henry Broderick WDRC(FM) Studies Made of Listener Characteristics Hartford, Conn. By Sacramento Valley Fm Broadcasters Favorable Mentions your interesting Last week I saw Capsule Success Stories of Hometown copy of u.s. FM. The material in the Fm Advertisers; \Vhat They Buy and Why December issue was unusually interesting. Fm Station Key Last year, as part of my brokerage Up -to -Date Listing of Fm Stations, Including Programming, Market Penetration, Representative service, I handled the sale and transfer of four fm stations in California so one might say I am quite familiar Arnold Alpert Publisher West Coast Representative field. with the fm Congratulations Jonah Gitlitz Editor Whaley -Simpson Co. on your fm magazine. It should be Arnold Farber Managing Editor 700 Montgomery Building a great help to fm broadcasters. Rollie Devendorf Art Director San Francisco II, Sutter I -4583 Wilt Gunzendorfer Mary Lou Ponsell Senior Editor K. Whaley Wilt Gunzendorler & Assoc. William Wendt Assistant Editor cio Edith Los Angeles Seymour Weber Office Manager 216 S. Vermont Dunkirk 7-6169 & 6160 Belated congratulations on your Jo Ganci Secretary to Publisher Los Angeles 4, excellent publication devoted to the growing fm medium. We join the U.S. FM is published monthly by Arnold Alpert Publications, Inc. Price 350 a copy: sub. scription for U.S.A., $5 a year which includes U.S. RADIO, monthly publication also published chorus of those saying it fills a long - by Arnold Alpert Publications, Inc. Editorial and Business Office: 50 West 57th Street, felt \vant. New York 19, N. Y. Circle 5-2170. Printing office, 3110 Elm Avenue, Baltimore II, Md. U. S. Possessions and Canada, $6 a year for both magazines. Please advise if you move, A. A. McDermott and give old and new address. Copyright 1961 by Arnold Alpert Publications, Inc. Accepted & Television Sales, lnc. Radio as controlled circulation publication at Baltimore, Maryland. Toronto Canada M ...... RAM tu.... .u.uu...-.AM ui Arnold Alpert Publications, Inc. SUBSCRIPTION I enjoy reading your u.s. FM maga- 50 Wcst 57th Street zine, and appreciate what you arc New York 19, New York doing for the industry. There are Please see that I receive each monthly issue of U.S. RADIO and U.S. FM many fin stations across the country -both for one year for one subscription of $5. who, like W\IIT, have been dor- Name mant for the past few years. How- Company ever, your publication has given me Title renewed faith and encouraged us to Type of Business take a good look at our advertising Company or potentials. Home Address Seddon Goode, Jr. City Zone State Treasurer PAYMENT ENCLOSED WMIT (FM) PLEASE BILL Charlotte, N. C.

2 U. S. F,11 February 1961 www.americanradiohistory.com TWO AGENCY MEN CHARGE . . Broaden Scope Of Programming

Agency owner Gans and Ayer's Heston examine various fm areas -program content and titles, commercials and promotion

I find it no longer amusing, for Fin must create the desire in peo- example, to hear people say they lis- ple to turn to it for the kind of listen to fin because they enjoy the tening they cannot find readily avail- background music and are not both- able elsewhere. It must start identi- ered with commercials. fying itself with all the demands for Fm desperately needs more com- cultural expression and entertain- mercials! But even more than that, ment made on it by its selective but it now needs more -much more - ever expanding audience. It must than merely a good music format. start broadening its base to fill the For not until it keeps pace with to- vacuum which now exists if it is go- day's lively world, will it be in a posi- ing to create the desire in more peo- tion to carry more commercials. It ple to discover its wares. is foolish in my opinion to strive for Fm's often -made claim to a small, Joe Gans, head of his own New a "sound" when, in some cases, the uniquely selective audience is no sound is dull. It is sheer economic longer valid. More am stations than York radio -tv agency and one of suicide to continue playing every- ever before are switching to the so- the most consistent national buyers thing from the "Star Spangled Ban- called good music format. More of fm, urges remedial improve- ner" to Franck's symphonic varia- quality programming of a wide va- ments. tions and make it all sound like riety is now being carried on tele- Montavani's "Green Sleeves." vision. Class publications are enjoy- The audience is there and is growing booming circulation gains. All Like the weather, everybody ing every clay! The audience, like these have a tendency to dilute fm's talks about fin, but nobody Topsy, just "grooved." It is time now quality audience. or almost nobody, sloes any- for fm to capitalize on this growth, The fm station that persists in ca- thing about it. I am by no means to start providing more creative fare tering to the relatively insignificant trying to belittle the herculean ef- than merely its present good music percentage of its audience which is torts of those sincere, dedicated format. It is time to change the list- looking for unobtrusive music "to infers who have toiled diligently in ings from -he monumentally un- do things by" 'ill soon discover the its behalf. But it seems to me much imaginatise titles of The Morning game is not worth the candle. of what has been clone has been, in Concert, The Afternoon Concert and The arts, the sciences, programs of many cases, wasted. Candlelight Concert. public interest, community welfare,

U. S. Fill February 1961 3

www.americanradiohistory.com programming broadcast. It is this technical aspect that has gained for fm its most loyal audience." Although much progress has been education and information are mere- standards. On the contrary, I am made in the last three or four years, lack of enough information on fm ly some of the specialized areas in urging they be raised in order to pro - is still the main barrier between which I believe fun must direct its vide the public with something it agencies, advertisers and the medi- attention if it is to compete success- does not now have. This would in- um, Mr. Heston observes. fully against other media for listen- evitably lead to rapidly increased set "When N. W. Ayer first stirred ers and advertisers' dollars. There sales, which in turn would lead to an increased combina- the fm breeze for clients Hamilton is a wealth of material available on audience -a tion any advertiser would find hard Watch Co. and Steinway 8; Sons, tape and transcriptions, a wealth of to resist. there was little material available opportunity to do local live pro- More imaginative programming, on the medium. We had to make gramming with imagination and broader scope, a more enlightened our own studies and dig up enough force. These ostensibly are the kinds management, along with a more pos- information to make our media of stimulating programs a well -in- itive assist from the fun set manufac- plans worthwhile. formed, and well- educated, audience turers, will do much toward helping "That was three years ago, and would relish. fm radio turn its potential into re- the situation, although improved, is I am not suggesting fm lower its ality. And the time to start is nowt much the same today. Market facts, audience figures, set penetration - all these things should be available to us because we're in the (agency) business. "Stations themselves are caught in a squeeze. They have less money, fewer sales executives than other media. They have a story to tell, but not enough money to tell it. So nat- urally the medium is held back by self -limitations.

Carrying the Ball

"But who is going to carry the ball? Should it be the station? John Heston, service representa- music he wants to hear. Should it be the set manufacturer? tive- and "Fm stations could and should add it be the representative ?" markets plans department, Should d quality features of interest to a good - N. W. Ayer & Son Inc., Philadel- Mr. Heston feels that none of music oriented audience. Programs i phia, and one of the first in his these groups is really taking advan- d in the allied fields of art, science and agency to investigate fm, believes tage of the great publicity boosts the lt¡ public service would balance pro- that fin today has the goods, but medium has entertained in the past gramming and would probably be several months. Set manufacturers v lacks promotional force to help it welcomed by listeners who are un- could do more to help the medium deliver. able to find these features on am grow within their own scope. Sta- Di radio or even on television. The ad- are financially limited. but As one of the first in his agency to tions el dition of quality talk programs is a because investigate fm for national adver- should take more initiative i t!: logical step for stations that are sec- tisers. Mr. Heston believes: any progress is obviously to their ond, third and fourth in their mar- "Fin prograinniing in general is self -interest and gain. kets. With nothing more to distin- good. What is dull to one listener He points out that many of the guish one fm station front another may be highly entertaining to an- national advertisers now using fin than shades of good music, quality other. And in the large metropoli- tried the medium as a result of their 'arts' programs may find a lively au- tan markets, like New York, Chi- own or their agency's thinking and tL,. dience and give a station a more cago, San Francisco, Boston and planning. Their buys followed their solid programming ground. others, there are enough fin stations own initiative, and did not result that eat can, and does, narrow from a conscious wooing by fin pro- Technical Advantages programming enough to give variety moters. "It's not that stations were with a switch of the dial. "But to venture too far afield front unwilling; they just tlid not know "Program titles, although not musical programming would be to how to go about it. If that is the Iiígluly imaginative, are for the most lose sight of the technical advantages case with the handful of advertisers part, pretty good. They help chess of the medium. Music has been and on fin today, imagine the long range tip the station's program olletings always will be the program hase for results if the industry were to sell and guide the listener to the kind of fit because of the fidelity of the itself with clarity and force."

U. S. fJf February 1961 www.americanradiohistory.com Fm: Today's Radio

Harold I. Tanner, president and general manager of WLDM Detroit, which he founded in 1949, surveys fm's future. He explains what has held fm back and why he believes fm is firmly established

While am is still the pre- Communications Commission de- many of the more astute and success- ferred choice of most adver- cided to move fm from the 42 -to -50 ful businesses and their advertising tisers, the day of re- appraisal megacycle to the 88 -to -108 megacycle agencies sometime ago recognized of these buying methods has already band. Thus at a single stroke making fm and have given the support of arrived. all existing fm receivers obsolete. their advertising dollars and have Only a few short years ago fm was In 1948, it ran head on into an- become staunch friends of this strong known to the world as the realization other electronic miracle- television. new medium. of an inventor's dream. Later it was From a post -war high of 732 sta- We find among them such house- referred to as the "sleeping giant." tions in 1950, the number declined hold names as General Motors Corp., Still later the "frustrated medium." to 530 in 1957. But today the total Chrysler Corp., General Electric, We believe it is now known as "to- figures including commercial, educa- Hamilton Watch Co., Time and day's radio" because fm is the story tional, construction permits and ap- Harper's magazines, Lowenbrau and f the better mouse trap. plications pending totals 1,180. Tuborg imported beers, Northwest To exam'ne the history of fm we (Commercial stations on air as of Orient, BOAC, KLM and Japan find that it was first discovered by December 1960 number 821.) In Airlines, Zenith Radio Corp., Shera- Major Edwin Armstrong in 1938. 1960, station grants established a ton Hotels, Sinclair Oil, Columbia he man who had given us virtually new 10 -year high and fall -offs a new and RCA Victor records and many very modern development that has 10 -year low. more whose names are as outstand- come to radio. Sales of fm home receivers have ing in their respective fields. During World War I, he dis- continually climbed. Sales in, 1959 But what of the future? overed the hetrodyne circuit which were 55 percent over 1958. 1960 will We believe there will be as many e later improved with the super - double 1959 or about 2,140,000. Esti- different types of radio stations as hetrodyne circuit that is still the mates for 1961 are well over the there are restaurants, each with a basis for all radio reception. three million mark. definite bill of fare that will appeal In 1940, when fm first flashed In regard to automobile radios, to all tastes, to all levels of society. cross the horizon, it was hailed as too, sales of fm -only receivers are However, we feel confident that the system that within a very few soaring. the group of fm pioneers who have years, because of its technical supe- In the larger metropolitan areas led the way will maintain their high riority, would cause the rapid demise today, comprehensive surveys indi- standards that have enabled them to of all am stations. At that time some cate that fm has more than passed acquire their large audiences. industry leaders predicted as little the half -way mark in attracting the These are the stations that are as two years, others as long as five. listeners in each city. Fm penetra- being and will be emulated by oth- But from the first fm was plagued tion in New York is 57 percent, Bos- ers because of their success. This with difficulties. World War II ton 52 percent, Los Angeles 49 per- means better radio -better listening caused the complete curtailment of cent, San Francisco 48 percent, De- -better service to the public we all all civilian production. troit 51 percent, Washington 42 per- serve. This trend is firmly estab- In the post -war period, a severe cent and so on across the nation. lished. Fm has truly become Today's blow was dealt fin when the Federal It is interesting to note how so Radio.

U. S. FM February 1961 5

www.americanradiohistory.com Is There a Research Vacuum?

If there is, many local groups are attempting to document fm listener characteristics by supplementing national research efforts with various community -wide techniques

It has often been said that project," says a spokesman from the the survey more accurate, identical' fm has its own "special" group, "was to educate fair goers on questionnaires to those used at the audience. An audience that the advantages and the programming fair were offered to the visitors at is generally inclined to quality pro- of fni radio. Still deeper was the de- the hi fi show. gramming. sire to stimulate the sets -in -use fac- In St. Louis, KCF \I ran a tele- Agencies complain that the back- tor for the area. A variety of domes - phone survey, in which listeners wer ground and listening habits of this tic and foreign table models, tran- asked to indicate the number of group have not been clearly deter- sistor and auto fni receivers was tlis- hours they listen to 1m. It is interp mined in enough cases. plated." esting to note the similarity in listen- \\'hat is the image of the fm listen- By demonstrating the quality of ing hours in this survey to the on er? In one recent sampling taken, the small receivers the group was at- conducted in Sacramento: 36.3 percent of fin listeners were tempting to indicate that it was not KCF \I asked 537 respondents tdio college graduates: 26 percent were necessary for an individual to own listen to fm. "How man) hours a day in the 57,000- 10,000 -a- -year income the more expensive console sets in do you listen "? bracket, and in the majority it was a order to get full enjoyment of fm Number of Hours Percent young (35 or under) audience. listening. 2 hours or less 98.3 These are a few of the findings of Visitors to the booth were asked 3 -4 hours 99.9 the Sacramento Valley Fin Broad - it they owned fm sets. If their an- 5 -6 hours 16.8 tasters (S \'FMB). This association swer was affirmative, they were in- 7 -I0 hours 15.8 of six fm broadcasters meets once a vited to participate in the sure). It More than 10 hours 5.4 month to arriie at concrete methods is noted that "printed forms requir- Only on weekends 4.5 of improving fm broadcasting in the ing. for the most part, only check Another i.CF\1 question was northern California area. marks and numbers for completion "Would you like to hear a short Realising a need for more infor- were used." newscast on fm ?" (10.3 percent re' mation tumcruing the fin listener, The response to the survey at the plied that they would. 38.6 percen the S\'F\lli tonceived and con - state fair was so strong that the said "no" and 1.1 percent had in ilutted two sure)s that might shed SVF\ili decided to repeat it at the opinion. some light on the listening habits Sat ra men to Stereo -lii Fi Show. In listing the results of its sung and bat kgrounds of the listener. Again. a dislike) of small fm /am the S \'F \IB did not couple the Stan At the last California stale fair, Fetchers was set up. with the added Fair and the lfi -fi show response- the S\'F\IB set up and manned an leatnre of giting away some of the tugcthet. each was listed as a sepa fin booth. "'1 he purpose of the sets as dixi prises. In order to make rate group.

6 U. S. F.t1 February 19p61

www.americanradiohistory.com Fm Listening Survey Conducted by the Sacramento Valley FM Broadcasters

State Fair Hi -Fi Show State Fair Hi -Fi Show Age Group Group Group Group

Under 18 8.4% 4.4% 6-9 p.m. 61.6 61.2 19 -25 26.2 22.2 9-12 m 38.3 38.0 26 -35 23.7 32.8 Saturday 36 -45 24.0 26.4 6-9 a.m. 13.4 11.2 16 -60 15.9 12.1 9-12 n 24.2 23.9 Dyer 60 1.8 2.1 12-3 p.m. 27.7 28.0 33.1 33.2 Income 3-6 p.m. 6-9 p.m. 44.6 49.2 _ Inder $4000 28.2°ió 15.2% 9-12 m 33.2 38.2 1000 -5500 20.0 14.8 5500 -7000 23.6 27.0 Sunday 11.6 11.4 7000- 10,000 19.1 26.2 6-9 a.m. 18.8 22.4 Over 10,000 9.7 16.8 9-12 n 12-3 p.m. 29.9 29.7 Education 3-6 p.m. 34.2 33.0 ;me High School 10.5°ó 4.6% 6-9 p.m. 41.3 50.8 high School Grad. 23.4 20.0 9-12 m 32.6 34.9 ,ìome College 35.5 39.2 Musical Preference Sollege Grad. 30.6 36.3 (These were listed in alphabetical order on the form) Type )aily Listening Average Symphony 15.2% 14.2% Jnder 1 hour 4.7% 3.9% Light Concert 11.9 13.8 -2 hours 16.8 19.6 Sacred 10.4 2.1 '. -3 hours 23.3 26.5 Pop Concert 9.7 12.3 I -4 hours 19.8 20.4 Mood 9.1 11.5 1 -5 hours 12.4 11.1 Jazz 7.4 8.8 i -6 hours 15.7 13.1 Dance 7.3 9.8 )ver 6 hours 7.3 5.3 Show 7.2 7.6 .istening Habits Chamber 5.7 4.6 Aonday- Friday Choral 4.2 3.3 3.8 2.9 -9 a.m. 20.6% 15.4% Folk Ballet 3.0 2.1 ' -12 n 22.0 19.1 2.7 2.7 2 -3 p.m. 21.6 17.4 Opera 2.4 3.3 -6 p.m. 29.0 27.4 Dixie

S. F31 February 1961

www.americanradiohistory.com FAVORABLE MENTIONS

Restaurant Group-The 12 Portland, Coffee -Yuban Coffee through Ben- reports the Bay Area concert station. Ore., restaurants that comprise the ton & Bowles, New York, has as- "We have found," states Charles "Dine Downtown Association" have sumed full sponsorship of the new Stuart, advertising manager for Bank purchased a 26 -week flight over KBIQ Los Angeles, Mantovani show. of America, "that fm radio focuses KPFM. The purpose of the associa- To provide greater fidelity the sta- our advertising on an influential and tion, represented by Goodrich and tion will simultaneously broadcast affluent market and helps to build a Snyder, Portland, is to stimulate the program over its fm and tele- long term friendship with our cus- business for the downtown restau- vision facilities. tomers." rants. The program being used is The Union Pacific R. R., through Travel-With spring just around th Candlelight and Silver, and will pro- its agency Geyer, Morey, Madden & corner, firms such as airlines and vide light classical music during the Ballard, Los Angeles, has purchased various travel associations are plat dinner hour, Monday through Fri- a 13 -week spot campaign over KBIQ. ing schedules for the upcoming va day. According to the station, "com- Purpose of the campaign is to "woo cation season. \VFMT Chicago rem mercials will urge listeners to dine travelers for winter train travel," ac- ports a heavy influx of airline travel downtown, with four one -minute an- cording to Bob Hammond, the sta- accounts slated for its spring sched nouncements spotlighting different tion's commercial manager. downtown restaurants during the ule. Among the airlines, \VFMT rel'r. Other KBIQ buys include: A 20- program." ports the following have recentl3 week campaign for the Pacific Coast placed spot schedules: Sabena Bel In another development, KPFM is Club of Long Beach, designed to gian World Airlines through M now on a 24 -hour operation with the a membership for spark new drive Cann -Marschalk and KLM Roy scheduling of a six -hour segment the club; Southern California Plas- Dutch Airlines through Erwin \Vase t (midnight to 6:00 a.m.) for the terer's Institute; \Varner Brothers Ruthrauff & Ryan. Air France, vi: Portland General Electric Co. The Co.; Concerts Film Inc.; Universal has its presen all -night show is titled Music Out of BBD &O, doubled Pictures and KCOP television. schedule. the Night and, the station says, "fea- Two additional airline are Japan Lines through Bote tures mood music, light classical, Bank -The Bank of America, San Air jazz and show tunes Monday through Francisco, which has been running ford, Constantine & Gardner an' System. Saturday. On Friday and Saturday a nightly (8 to 9 p.m.) classical Scandinavian Airlines Th nights the jazz section moves from music program for the past year, has station adds that this is their thin year France, midnight to 2 p.m." just renewed its contract with KSFR, with Air JAL and SA to Two travel accounts recent 'it signed are, The Swiss Tourist Offi through Sudler and Hennesse which will sponsor a weekly program of classical music, and The Fren

National Railroads through Byrd ad Richard & Pound, which has tak a schedule of one -minute announ ments. \VFMT notes that many of th advertisers have taken space in t station's monthly program magazi the TI'F.i1T Chicago Fine Arts Cui which has a paid circulation 25,000.

Supper Club - Following a forn that has already proved successf \VLIR Garden City. N.Y., is in toting its second remote show, Al Grant's Jazz Nocturne. It opened the San-Su-San Supper Club in n by Mineola on Washington's Bi clay. The program nuns from 10 12 p.m. on Wednesday nights. MAESTRO EUGENE ORMANDY (I), conductor of the Philadelphia Orchestre is interviewed all -modern jazz show is to be si- tl! by Max M. Leon, president of WDAS.FM. Tho program, part of a WDAS concert series entitled Backstage at the Academy of Music, was recently broadcast by the Philadelphia station. sored by San -Su -San and l'an Al

8 U. S. FM February I www.americanradiohistory.com can Van Lines. The station's first series of concert previews that is Orchestra Tapes weekly remote has been on the air being run during the course of the That other sections of the 'nce last summer under the title of present Baltimore Symphony season. country may have the dlewilde Calling. Emanating from Each Sunday evening, the station benefits of Philadel- phians, that city's Academy Music e Seaway Idlewilde Hotel near the airs recordings of the music to be of in conjunction with the ew York International Airport, heard at the next performance of the Philadel- phia Orchestra his two -hour, Wednesday afternoon symphony orchestra. "This preview," Association, is taping a series of 26 programs to be leased how includes interviews with air - says the station, "permits the listener to good music 'ne personalities and executives. to get a feeling of the program stations throughout be- the he program's sponsor is the Walter fore-hand and invites comparison country. Blaha R Co., investment brokers. between the recorded and live ver- The Orchestra Association reports, LIR notes that the remote concept sions." "Eugene Ormandy, now celebrating as proved so popular that it is con - his 25th anniversary season as music idering additional programs of this Hi -Fi Showcase director and conductor of The Phila- ature. A new program, aimed at the hi -fi delphia Orchestra, will conduct most enthusiast who has a liking for light- of the programs in the series. Among ecording Firms -Offering its listen - er musical fare, will be from l 1 the guest conductors will be assistant rs the opportunity to learn a little aired conductor ore about their favorite artists, p.m. to midnight, Monday through William Smith, William Friday over Steinberg, George Georgescu VABC -FM New York is running an KEN Portland. En- and titled -Fi sourly Monday night series entitled Hi Music Hall, the show Leopold Stokowski. Among solo will feet the Artist. Co- sponsors for this will feature recordings of the big artists who be heard on this bands and jazz series are pianists nterview program are Capitol Rec- groups prominent Eugene Istomin during the )rds and RCA Victor Records. Each past forty years. and Philippe Entrement. nest discusses with Don Lowe, the oderator, the highlights of his NIC _ areer, various anecdotes and his M¡ pecific impressions on musical sub - ects. Throughout the show, excerpts FOR MULTIPLEXING! om the artist's recordings are If you are looking for the multiplex receiver that provides is the most dependable look layed. Some of the guests to be fea- the greatest sensitivity ...... to McMartin,the standard of the industry. ured are Elanor Steber, Georgio s rozzi, Nicolai Gedda, Anneliese Continental's advanced engineering ... rigid quality 'othenberger, Michael Rabin, control ... special manufacturing techniques assure re- (.,rthur Rubenstein, ceiving equipment that will deliver the finest in sound Rosalind Elias over the greatest distances. What's more, McMartin lid Andre Kostelanetz. "The pro - guarantees your satisfaction. Send back any unit that e ram," says the station, "is designed does not function properly (at McMartin's expense) and c 3 bring the classical artist closer to it will be repaired or replaced free of charge. is public, to reveal his off-stage per - mality and afford him the oppor- t unity of highlighting his newest °cordings."

ess Conference Coverage JIP -Fm Philadelphia has an- ounced that in addition to its cur- et coverage of the United Nations ,f will cover the White House Press n' onferences through the facilities of II )ecially leased lines. However, the ation noted that on days when Carl Schultz and McMARTIN Receiver sere is a conflict between the UN Says Carl Schultz, of Business Music, Inc., Meridian, ssion and a press conference, the Conn., "We have found that the McMARTIN receiver sur- passes any overall reliability and fringe area reception." 0 ter will be carried. cert Series CONTINENTAL MANUFACTURING, INC. MM Baltimore has announced a 1612 California Street Omaha. Nebr. 0m

FM February 1961 9

www.americanradiohistory.com "Your grandchildren will grow up under

Communism ! "says NIKITA KHRUSHCHEV

%% ill the Sosiet threat come true? Will your grandchildren lire under Communism? Forget God? Salute the Soviet flag? "Never!" you say. But arc you sure? How can you oppose Communism? One sure way is to help Radio Free Europe.

The voice is that of Nikita Khrushchev. behind the Iron Curtain, it broadcasts They pose a major obstacle to the The audience is American. news of the outside world. Russians starting any war. And Your grandchildren will grow up h helps keep these people from turning Radio Free Europe is their strongest under Communism!" he shouts. to Communism. The Poles, Czechs, link with the Free World. Will your children live to see Bulgarians, Rumanians and Hungarians. But Radio Free Europe depends on the Frce World die? It keeps alive their friendship for individual Americans for its existence. Forget God? Salute the Soviet flag? America. It reaches oser 90% of these How about it? say. But "Never!" you arc you sure? people, despite Communist jamming. Will you help? ... Give a dollar? What can you do to oppose Communism? Thousands of letters echo the plea: ... Give five dollars? ... or more? There is one sure way. "God Bless You! Please keep Surely your heart tells you to HcIp Radio Free Europe. Radio Free Europe on the air!" give something so that our children - What does it do? These people are the buffers between and all children -shall live Every day, to 79 million captive people Russia and the Free World. in freedom throughout the world.

Cire Now To... RADIO FREE EUROPE The American People's Counter- Voice to Communism

Mall your conhibulion. to: Radio Fr*. Europ Fund, P. 0. Box 1961, Mt. Vernon 10, Now York

IO www.americanradiohistory.com Counties: 3; 58 kw Fm Station Key Market Pen.: 31.3% (Politi 1960) Prog.: CI, con, op, nws, jz KMLA Chese taken from reports statistics and other data contained herein are National Rep.: Albert Chance received by us from FM stations. They are believed by us to be accurate Counties: 6; ERP: 60,000 w Market Pen.: 48.9% (Pulse) and reliable, but, of course, cannot be guaranteed. This issue of u.s. FM Prog.: Con, shw, st, nws, pop KNOB includes returns from 391 fm stations. The Fm Station Key will be National Rep.: Modern Media Fm Sales Counties: 7; ERP: 79,000 w augumented each month as information is reported by additional opera- Market Pen. 49.1% (Pulse) Prog: jz tions. See box below for not listed advised abbreviations. Stations are KRHM to send in the necessary information. Counties: 8; ERP: 58,000 w Market Pen.: 48.9% (Pulse) Prog.: Pop, st, jz, flk, shw

Oxnard Abbreviations KAAR (Am: KOXR) Rep. -representative; ERP- effective radiated power; pen.-penetration; prog. -pro- National Rep.: Forjoe Counties: 2; ERP: 10,000 w gramming; where there is an am affiliate, sep.-refers to the fm being separately pro- Prog. (Sep.): Nws, cl, shw, s -cl, st grammed and dup. refers to the fm station duplicating the am programming; c/- Riverside classical; con- concert; op- opera; s -c /- semi -classical; pop- popular; s#- standards; shw -show; flk -folk; jz -jazz; nws -news; wthr- weather; dr- drama; intvw- inter- KDUO National view; cmtry- commentary; ref- religious; sprts- sports; educ -educational program- Rep.: Good Music Broadcasters Counties: 5; ERP: 72,000 w ming; discussion. disn- Marke+ Pen.: 50% (Pulse 1958) Prog.: S -cl, cl, con, op, rel KPLI ERP: 1,570 w Prog.: S -cl, st, shw, nws, wthr ALABAMA Counties: 12; ERP: 2,200 w Prog. s st, pop, Sacramento Ibertville (Sep.): CI, -cl, sprts KCRA -FM (Am: KCRA) WAVU -FM (Am: WAVU) Pine Bluff National Rep.: Petry Counties: 15; ERP: 4,700 w KOTN -FM (Am: KOTN) Counties: 14; ERP: 1 1,000 w Prog. (Dup.): Pop, nws, wthr, sprts Counties: 19; ERP: 3,200 w Prog. (Sep.): St, pop, cl, con, shw Prog. (Dup.): S -cl, st, shw, con, pop Birmingham KHIQ National Rep.: Albert Chance JLN (Am: WJLD) CALIFORNIA Counties: 14; ERP: 17,300 w ational Rep.: Forjoe Prog.: S -cl, cl, nws, wthr, rel ounties: 28; ERP: 23,000 w Alameda KJML og. (Dup.) KJAZ National Rep.: National Rep.: Albert Chance Walker -Rawalt Counties: 5; ERP: 2,700 ecatur Counties: 6; ERP: 1,000 w w Prog.: CI, con, shw, s -cl, comtry HOS -FM (Am: WHOS) Prog.: Jz KSFM ounties: 6; ERP: 2.35 kw Beverly Hills National Rep.: Meeker og. (Sep.): St, pop, shw, cl, sprts Co. KCBH ERP: 60,000 w ylacauga National Rep.: walker -Rawalt KXRQ Counties: 8; ERP: 75,000 w National Rep.: W. MLS-FM (Am: WMLS) S. Grant Market Pen.: 48.9% (Pulse) Counties: II; ERP: 35,000 w ounties: 4; ERP: 693 w Prog.: CI, con, s -cl, op, shw Prog.: Pop, jz, shw, s -cl, og. (Sep.): St, shw, pop, wthr, cl flk El Cajon Salinas RIZONA KUFM KSBW-FM (Am: KSBW) hoenix Counties: 1; ERP: 3.5 kw Counties: 6; ERP: 18.5 kw Prog.: CI, con, op, s -cl, nws Prog. (Sep.): CI, pop, s ELE -cl, con, op RP; 18,000 w Fresno San Bernardino rog.: Country 8 Western KRFM (Am: KFRE) KFMW 'ITH Counties: 12; ERP: 70,000 w National Rep: Heritage Stations :ounties: 7; ERP: 5,000 w Prog. (Sep.): St, pop, s -cl, cl, shw Counties: 8; ERP: 30.000 w 'rog.: St, s -cl, shw, nws, rel Market Pen.: 31.3% (Polite 1960) :YEW Glendale Prog.: CI, con, op, nws, ¡z rog.: Cl, shw KUTE WGMS -FM (Am: WGMS) National Counties: 7; ERP: 23,800 w Rep.: Avery. Knodel Counties: 23; ERP: 20,000 w ucson Prog.: Shw, s -cl, pop, nws, wthr Prog.: CI, "FMM con, op, s -cl, nws Indio -Palm Springs lational Rep.: Good Music Broadcasters San Diego ;ounties: 3; ERP: 7,200 w KCHV -FM (Am: KCHV) KGB -FM (Am: KGB) rog.: CI, con, s -cl, st, dr National Rep.: Tracy Moore and Hal Holman National Counties: 2; ERP: 25,000 w Rep.: H -R Prog.: Pop, st, con, flk, shw Counties: I; ERP: 37,000 w ..RICAN SAS market Pen.: 39.4% (Pulse 10/59) onesboro Los Angeles Prog.: St, pop, s -cl, cl, shw KBIQ (Am: KBIG) KITT BTM -FM (Am: KBTM) National Rep.: Weed Counties: 1; ERP: 56,000 w lational Rep.: Burns -Smith 7; ERP: 110,600 w Market Pen.: RP: 8,000 w Counties: 40% (Pulse) Market Pen.: 48.9% (Pulse 6/59) Prog: St, shw, flk, pop, s Iog. (Dup.): St, sprts, nws, wthr, con -cl Prog (Sep.): St, pop, ¡z, shw, flk KFMB -FM (Am: KFMB) sceola KFMU National Rep.: Petry OSE -FM (Am: KOSE) National Rep.: Heritage Stations ERP: 18400 w

r. S. FM February 1961 11

www.americanradiohistory.com FM STATION KEY (Cont'd) Counties: 10; ERP: 10,500 w ERP.: 20,000 w Prog. (Dup.): S -cl, st, pop, shw, nws Prog.: St, s -cl, shw, con Market Pen.: 39.4% (Pulse 10/59) KPEN Prog.: St, shw, nws New Haven National Rep.: Fine Music Hi -Fi Broadcasters KFMX Counties: 8; ERP: 120,000 w WNHC -FM (Am: WNHC) National Rep.: Heritage Stations Market Pen.: 47.3% (Pulse) National Rep.: Deren McGavren I; ERP: 30,000 w w Counties: Proq.: CI, s -cl, pop, st, shw Counties: 3; ERP: 12,500 Market Pen.: 40% (Pulse) Prog. (Sep.): Con, cl, s -cl, shw, op KSFR Prog.: CI, con, op, jz National Rep.: Good Music Broadcasters KFSD) Stamford KFSD -FM (Am: 100,000 w ERP: WSTC -FM (Am: WSTC) National Rep.: QXR Network Market Pen.: 48% (Pulse 1958) 100,000 w National Rep.: Everett -McKinney Counties: 8; ERP: San Jose Market Pen.: 39% (Pulse) Counties: I; ERP: 650 w KRPM Prog. (Sep.): CI, con, s -cl, st, op Market Pen.: 30% (Pulse) Counties: I; ERP: 4 kw Prog. wthr, KPRI (Dup.): Nws, pop, shw, con Prog.: CI, s -cl, op, flk, cmtry National Rep.: Fine Music Hi -Fi Broadcasters Counties: I; ERP: 25,000 w San Luis Obispo DELAWARE Market Pen.: 42.5% (Puke) KATY -FM (Am: KATY) Prog.: Pop, st, shw, cl. s -cl Wilmington National Rep.: Meeker WDEL -FM (Am: WDEL) San Fernando Counties: 3; ERP: 3.8 kw National Rep.: Meeker Prog. (Sep.): S -cl, st, con, nws, cmtry KVFM Counties: 21; ERP: 20 kw Counties: I; ERP: 860 w Santa Barbara Market Pen.: 37.6% (Pulse 5/60) Market Pen.: 48.7% (Puke) Prog. (Sep.): CI, s -cl, pop, shw, nws KRCW Prog.: Pop, sf, shw, s -cl, disn WJBR National Rep.: Walker- Rawalt National Rep.: Fine Music Hi -Fi Broadcasters Counties: 3; ERP: 18 kw San Francisco Counties: 22; ERP: 20.000 w Prog.: Educ, op, shw, st, con KAFE Market Pen.: 44.5% (Audience Analysts) National Rep.: QXR Network Prog.: S -cl, st, nws, cl, wthr ERP: 100 kw COLORADO Prog.: CI, op, s -cl, shw, nws Colorado Springs DISTRICT OF COLUMBIA KBAY National Rep.: Heritage Stations KFMH WASH (Am: WDON) Counties: 8, ERP: 30,000 w Counties: 26; ERP: 23,000 w National Rep.: QXR Network Market Pen.: 47.3% (Pulse) Market Pen.: 25% (Pulse 3/60) Counties: 37; ERP: 15,000 w Prog.: CI, con, op, ji Prog.: CI, con, s -cl, st, nws, shw, ¡z, wthr Market Pen.: 41% (Pulse 12/56) Prog. (Sep.): CI, con, s -cl, shw, nws KEAR Denver Counties: 24; ERP: 82,000 w WFAN Market Pen.: 47.3% (Pulse 9/57) KDEN -FM (Am: KDEN) National Rep.: United Broadcasting h Prog.: Rel, intvw, disn, educ, wthr National Rep.: Heritage Stations ERP: 20,000 w Counties: 12; ERP: 30,000 w Prog.: Latin American music L KOBY -FM (Am: KOBY) Market Pen.: 38.5% (Pulse 6/60) n National Rep.: Peters, Griffin, Woodward WGAY (Am: WQMR) Prog. (Sep.): CI, con, op, s -cl, jz National Rep.: Grant Webb ERP: 20,000 w I I I 1I I I I I I II I I I I I I I I I I I I I I I I I I I I I II I I I I V I I I I I I I I I I II I I I I I I I I II I I II I I I I II I I I I II I I I I I I II I I I I I I I I I I I I I I I I I I I I V I I I I I I I I U II I II I I u Manitou Springs Prog. (Sep.): FIk, nws, rel, disn d KCMS -FM (Am: KCMS) National Rep.: Fm Media WJMD Denver's Most Powerful ERP: 20,000 w ERP: 22,000 w S -cl, shw, nws, wthr Market Pen.: 25% (Pulse 3/60) Prog.: con, WWDC -FM (Am: WWDC) FM Station Prog. (Dup.): Shw, con, st, s -cl, ¡z National Rep.: Blair Counties: 12; ERP: 20 kw CONNECTICUT Market Pen.: 40.3% (Pulse 1959) Brookfield Prog. (Sep.): S -cl, st, cl, pop, nws KDEN WGHF National Rep.: Fine Music Hi -Fi Broadcasters FLORIDA 99.5 Megacycles Counties: 7; ERP: 20 kw Coral Gables 12/58) Market Pen.: 39.7% (Pulse WVCG -FM (Am: WVCG) Prog.: Mood, st, s -cl, ¡z, cl to Serving 63,117" homes in the National Ren.: Broadcast Time Sales Fairfield Counties: 7; ERP: 18.5 kw Denver Metropolitan area. Profi. ¡Dup.): Con, s -cl, nws, cl, wthr WJZZ Counties: 20; ERP: 9,000 w KDEN -FM is a Heritage Good Fort Lauderdale Prog.: Jz WFLM Music Station, programming 18 Hartford National Rep.: Fm Unlimited hours of music daily -music de- WCCC -FM (Am: WCCC) (For obbre'iotions, see box. p. 11) National Rep.: QXR Network signed for our listeners' taste. Counties: 7; ERP: 6.8 kw

Prog.: CI, s -cl, con, shw, is WDRC -FM (Am: WDRC) OF K DEN-FM National Rep.: Peters, Griffin, Woodward TWELVE YEARS Counties: 12; ERP: 20,000 w 30,000 Watts BETTER MUSIC IN Prog.: Pop, nws 16W West Jewell Avenue WHCN THE NATION'S Denver 23, Colorado ERP: 7,000 w Market Pen.: 39.7% (Pulse 11/58) CAPITAL! Prog.: CI, s -cl, op, shw or contact con, WTIC -FM (Am: WTIC) International Good Music National Rep.: Christal ERP: 8 kw New York-Chicago-Los Angeles Prog.: CI, con, op, s -cl, shw Pulse, Inc., June, 1960 Meriden Affiliated with QXR Network WBMI 131W1NTJINT, 1 11

12 If Trbruar% l'1G1

www.americanradiohistory.com FM STATION KEY (Cont'd) Prog. (Sep.): St, nws, sorts, shw, wthr Decatur WSOY -FM (Am: WSOY) Counties: 3; ERP: 3,500 w Marietta National Rep.: Weed Prog: St, cl, s -cl, shw, op WBIE -FM (Am: WBIE) Counties: 19; ERP: 30,000 w WWIL -FM (Am: WWIL) Counties: 21; ERP: 3.5 kw Prog. (Dup.): St, shw, nws, s -cl, cl National Rep.: Rambeau- Vence -Hopple Prog. (Dup.): Pop, st, shw, sorts, nws Effingham 5; 31,000 w Counties: ERP: Newnan Prog. (Sep.): St, s -cl, con, shw, jz WSEI WCOH -FM (Am: WCOH) ERP: 20 kw Jacksonville National Rep.: Bernard Ochs Dup. programming of WSOY -FM Decatur Counties: w WMBR -FM (Am: WMBR) 11; ERP: 330 Elgin National Rep.: John Blair Prog. (dup.): Nws, wthr, sf, pop, cl WRMN -FM (Am: WRMN) Counties: 9; ERP: 40,000 w Savannah National Rep.: Devney -McConnell Prog. (Sep. after 4 pm): Pop, st WTOC -FM (Am: WTOC) Counties: 5; ERP: 1,000 w Gainesville National Rep.: Avery -Knodel Prog. (Sep.): CI, con, s-cl, st, nws WRUF -FM (Am: WRUF) Counties: 24; ERP: 8 kw Evanston Prog. (Dup.) National Rep.: Thomas Clark WEAW -FM (Am: WEAW) Counties: 16; ERP: 12,000 w National Rep.: Good Music Broadcasters Market Pen.: 31.7% (Pulse 1956) IDAHO Counties: 6; ERP: 180,000 w Prog. (Sep.): Op, st, con, shw, cl Prog. (Sep.): Boise S-cl, st, shw, con, nws Orlando KBOI -FM (Am: KBOI) Harrisburg WHOO -FM (Am: WHOO) Counties: 17; ERP: 17.5 kw WEBQ -FM (Am: WEBQ) National Rep.: Hollingbery Prog. (Dup.) Counties: I I ; ERP: 4,200 w Counties: 9; ERP: 59,000 w Prog. (Sep.): Sorts, Lewiston nws, wihr, educ, cl s wthr Prog. (Sep.): CI, con, -cl, st, iz, nws, Jacksonville Pensacola KOZE -FM (Am: KOZE) WLDS WPEX National Rep.: Gill -Perna -FM (Am: WLDS) National Rep.: Good Music Broadcasters, Counties: 6; ERP: 903 w National Rep.: Holman Western FM Sales Prog. (Sep.): S -cl, st, shw, ¡z, nws Counties: 5; ERP: 9 kw Prog. Counties: 5; ERP: 2,500 w (Dup.): Sprit, pop, nws, st, pub. sevc. Prog.: CI, s -cl, st, shw, iz ILLINOIS Litchfield Sarostota WSMI -FM (Am: WSMI) Anna Counties: WYAK 6; ERP: 6,100 w WRAJ -FM (Am: WRAJ) Prog. (Sep.): St, nws, sprit National Rep.: Rejko & Mahaffey National Rep.: Bernard Howard Counties: 9; ERP: 2,730 w Counties: 6; ERP: 1,000 w Mattoon Prog.: CI, s -cl, pop, st, ¡z Prog. (Sep.): St, pop, nws, wthr, sorts WLBH -FM (Am: WLBH) National Tampa Rep.: Hal Holman Bloomington Counties: 12; ERP: 23,000 w WFLA -FM (Am: WFLA) WJBC -FM (Am: WJBC) Prog. (Dup.) National Rep.: John Blair National Rep.: John Pearson Counties: 34 ERP: 46,000 w Mt. Carmel Counties: 13; ERP: 1 5,300 w WPKM Prog. (Dup.): St, pop, shw, nws, wthr WSAB (late fall start) National Rep.: Good Music Broadcasters Counties: 12; ERP: 37.4 kw Counties: 7; ERP: 10,500 w Champaign Prog: S -cl, cl, con, st, shw Prog.: Pop, st, shw, s -cl, ¡z WDWS -FM (Am: WOWS) Mt. Vernon Counties: 11; ERP: 27,000 w WMIX -FM GEORGIA Prog. (Sep.): Pop, st, shw, nws, jz (Am: WMIX) Athens National Rep.: John E. Pearson Counties: WGAU -FM (Am: WGAU) Chicago 40; ERP: 50,000 w Prog. (Dup. days, sep. nights): National Rep.: John E. Pearson WCLM Pop, sf, nws, sprts Counties: 25; ERP: 4,400 w ERP: 60,000 w Prog. (Dup): Std, jz, nws, shw, wthr Prog.: S -cl, jz, st, hawaiien Paris Atlanta WDHF WPRS -FM (Am: WPRS) Counties: 9 ERP: 52,000 w Counties: 7; ERP: 1,000 w WSB -FM (Am: WSB) Market Pen.: 42.4% (Pulse 10/59) Prog. (Dup.): St, shw, pop, nws, wihr National Rep.: Petry Prog.: Pop, shw, s -cl, st, flk ounties: Quincy 204; ERP: 49,000 w WFMF rog. (Dup. & sep.): Pop, st, nws, wthr, intvw WGEM -FM (Am: WGEM) National Rep.: Walker - Rawalt ERP: 8.9 Counties: IS; 33,000 w kw ugusta Prog. (Dup.) Prog.: St, s -cl, shw, jz, nws AUG -FM (Am: WAUG) WTAD WFMT -FM (Am: WTAD) RP: 9,000 w National Rep.: w Branham xrog. (Sep.): CI, s -cl, pop Counties: 38; ERP: 29,500 Counties: 23; ERP: 27 kw Pen.: 42.4% (Pulse 10/59) NBBQ -FM (Am: WBBQ, Market Prog. (Dup.) Prog.: CI, op, dr, nws, intvw ounties: 31; ERP: 19.3 kw Rock Island grog. /Dup.): St, pop, nws, sports, intvw WKFM National Rep.: Modern Media Fm Sales WHBF -FM (Am: WHBF) Columbus Counties: 38; ERP: 50,000 w National Rep.: Avery- Knodel RBL -FM (Am: WRBL) Market Pen.: 42.4% (Pulse) Counties: 14; ERP: 39 kw St, s nws, wthr Vational Rep.: Hollingbery Prog: -cl, shw, Prog. (Dup.): Con, s -cl, st, shw ounties: 50; ERP: 21.2 kw WNIB Springfield 'rag. (dup.): St, cl, con, op, disn Counties: 10; ERP: 11 kw WTAX -FM (Am: WTAX) (Pulse) ' ainesvjlle Market Pen.: 42.4% National Rep.: Gill -Perna Prog.: CI, con, ¡z, op, shw Counties: NDUN -FM (Am: WDUN) 12; ERP: 6.7 kw Prog.: (Sep. early evenings) ational Rep.: Thomas Clark WSBC -FM (Am: WSBC) Devney- O'Connell, FM ounties: II; ERP: 300 w National Rep.: trog. (Dup.): Pop, nws Unlimited INDIANA Counties: 5; ERP: 27,400 w aGrange Prog. (Sep.): CI, flk, ji, dr, nws Bloomington NLAG -FM (Am: WLAG) WXFM WTTV (Am: WITS) 'ational Rep.: Indie Sales ERP: 32,000 w ¡::ounties: B; ERP: 2.3 kw Prog: CI, s -cl, pop, st, shw (For abbreviations, see box, p. 11)

J. S. FM February 1961 13

www.americanradiohistory.com FM STATION KEY (Coned) Counties: 60; ERP: 34,000 w Counties: 6; ERP: 17,000 w Prog. (Dup.): CI, con, s -cl, pop, nws Prog. (Dup.): Pop, flk, nws, sprts, wthr National Rep.: Meeker kw Washington Counties: 54; ERP: 37.2 MAINE Prog. (Dup.): St, nws, flk, sprts, cl WFML (Am: WAMW) National Rep.: Hil Best Poland Spring Columbus Counties: 14; ERP: 14.000 w W MTW -FM WCSI -FM (Am: WCSI) Prog. (Dup.): Sprts, nws, st, pop, shw Counties: 36; ERP: 49.1 kw National Rep.: Thomas Clark Prog.: CI, con, s -cl, op, nws Counties: 12; ERP: 760 w IOWA Prog. (Sep.): St, shw, spits, s -cl Portland Des Moines Elkhart WLOB -FM (Am: WLOB) KDMI Counties: 4; ERP: 3,700 w WTRC -FM (Am: WTRC) ERP: 115,000 w Proq. (Sep.): Programatic National Rep.: Branham wthr, Prog.: Rel, sacred, nws, cl -FM Counties: 13; ERP: 9.7 kw WMTW WHO -FM (Am: WHO) Prog. (Dup.) Prog.: CI National Rep.: Peters, Griffin, Woodward kw Evansville ERP: 25 MARYLAND Prog. (Sep.): St, pop, shw, s -cl, nws -FM WIKY) WIKY (Am: Annapolis National Rep.: John Pearson Muscatine Counties: 34; ERP: 36 kw KWPC -FM (Am: KWPC) WXTC (Am: WANN) w Prog. (Dup.): St, shw, s -cl, con, cl National Rep.: Venard, Rintoul & McConnell Counties: 25; ERP: 20,000 Counties: 7; ERP: 7B0 w Prog. (Sep.): CI, con, s -cl, pop, st Fort Wayne Prog. (Sep.): Sprts, con, s -cl, nws, st WPTH -FM Baltimore ERP: 44.4 kw WBAL -FM (Am: WBAL) Counties: 20; KANSAS Prog.: St, shw, pop, ¡z, s -cl ERP: 20,000 w Salinas Proq. (Sep.): CI, s -cl, shw, flk, jz Hammond KAFM WFMM WYCA Counties: 9; ERP: 3.6 kw National Rep.: Walker -Rawalt 5; ERP: 31,000 w Counties: Prog.: CI, con, s -cl, pop, st Counties: 30; ERP: 20,000 w Prog.: Rel, nws, s -cl, sprts, wthr Prog.: S -cl, st, flk, cl, op Topeka Indianapolis WITH -FM (Am: WITH) KTOP -FM (Am: KTOP) National Rep.: QXR Network WFBM -FM (Am: WFBM) National Rep.: Doren McGavren Counties: 31; ERP: 20,000 w Counties: 50; ERP: 51,875 w Counties: I; ERP: 3,200 Market Pen.: 33.7% (Pulse) National Rep.: Walker- Rawalt Prog. (Sep.) Ji, cl, st, shw, s -cl Prog. (Sep.): C, con, nws, op, s -cl Prog. (Sep.): St, s -cl, cl, jz, cmtry WRBS WFMS Wichita National Rep.: Fine Music Hi -Fi Broadcasters ERP: 4.5 kw KFH -FM Counties: 30; ERP: 20,000 w Profi.: St, shw, pop, s -cl, cl Counties: 12; ERP: 10.6 kw Prog.: CI, s -cl, st, nws, wthr WIBC -FM (Am: WIBC) Prog. (Dup.) Counties: 40; ERP: 24,000 w Westminster Prog. (Sep.): CI, s -cl, con, ¡z, op KENTUCKY WTTR -FM (Am: WTTR) Madison Hopkinsville Counties: 5; ERP: 4,600 w Prog. (Dup.): St, s -cl, pop, nws, wthr WORX -FM (Am: WORK) WKOF (Am: WKOA) (Under construction) National Rep.: Hil Best Counties: 10; ERP: 3.73 kw Counties: 6; ERP: 350 w Prog. (Sep.): Pop, st, shws, nws, spits MASSACHUSETTS Prog. (Dup.): St, s -cl, spits, shw, con Louisville Boston Marion WLVL WBCN WMRI) Counties: 3; ERP: 25,900 w WMRI -FM (Am: National Rep.: Welker - Rawalt National Rep.: Burn -Smith Counties: 16; ERP: 35,000 w Market Pen.: 50.1% (Pulse 2/59) 10; ERP: 31,000 w Prog.: CI, con, s -cl, op, shw Counties: Profi.: CI, pop, s -cl, shw, flk Prog. (Sep.): S -cl, st, shw, nws, spits WCRB -FM (Am: WCRB) Muncie Owensboro National Rep.: Broadcast Time Sales ERP: 3.3 kw WMUN (Am: WLBC) WOMI -FM (Am: WOMI) Market Pen.: 50.1% (Pulse 2/59) National Rep.: Hal Holman National Rep.: Everett -McKinney Prog. (Dup.): Con, cl, s -cl, nws, shw Counties: 17; ERP: 14.4 kw Counties: 14 Prog. (Sep.): Programatic Prog. (Dup.): CI, con. op, nws, sprts WHDH -FM (Am: WHDH) National Rep.: Blair Richmond Counties: 25; ERP: 3.3 kw WKBV -FM (Am: WKBV) LOUISIANA Prog. (Dup.): Pop, st, nws, sprts, wthr National Rep.: Everett- McKinney Baton Rouge WXHR (Am: WTAO) Counties: 20; ERP: 23 000 w National Rep.: QXR Network Prog. (Sep.): Pop, s -cl WBRL (Am: WJBO) Counties: 9; ERP: 20,000 w Warsaw Counties: 64; ERP: 2,450 w Market Pen.: 50.1% (Pulse) Prog. (Dup.): CI, s -cl, pop, st, nws, wthr Prog. (Sep.): CI, con, shw, nws, WRSW -FM (Am: WRSW) intvw New Orleans Cambridge WDSU -FM (Am: WDSU) WHRB -FM (Am: WHRB) 75 Sponsors Use National Rep.: John Blair National Rep.: Ivy Network Kentucky's Largest Fm! ERP: 42,000 w Counties: 3; ERP: 796 w Market Pen.: 24.1% (Pulse) Profi. (Dup.): CI, ¡z, nws, spcl evnts, sprts Prog. (Dup.): Pop, st, shw, con, cl,s -cl, nws WW MT Worcester National Rep.: Good Musk Broadcasters WTAG -FM (Am: WTAG) Counties: 17; ERP: 48,000 w National Rep: QXR Sales Prog.: St, s -cl, shw, cl, con Counties: 15; ERP: 10 kw Market Pen.: 33.7% (Pulse 1959) Shreveport Prog. (Sep.): CI, con, s -cl, op, nws 35,000 Watts Walker -Rawalt KWKH -FM (Am: KWKH) S. A. Cisler, Manager Natl. Rep. National Rep.: Henry I. Christal (For abbreviations, see box, p. 11)

U. S. F.11 February 1961 1.4 www.americanradiohistory.com FM STATION KEY (Cont'd) Minneapolis Lincoln MICHIGAN KWFM KFMQ National Rep.:Walker- Rawalt, QXR Network National Rep.: Walker -Rawalt Boy City ERP: 22.5 kw Counties: 7; ERP: 363 w WBCM -FM (Am: WBCM) Prog.: CI, s -cl, ¡z, nws, st Prog: CI, s -cl, st, ¡z, disn National Rep.: Hollingbery WAYL Omaha Counties: 20; ERP: 41,000 w Counties: 8; ERP: 3.5 Prog. (Sep.): S -cl, cl, st, con, op KFAB -FM (Am: KFAB) Prog.: St, shw, ¡z, Ilk, spoken word National Rep.: Petry Coldwater WLOL -FM (Am: WLOL) Counties: 50; ERP: 58,000 w Market Pen.: 12.4% (Pulse 12/59) WTVB -FM (Am: WTVB) National Rep.: Heritage Stations Prog. (Sep.): S-cl, wthr National Rep.: Donald Cooke Counties: 5; ERP: 93 kw st. shw, nws, Counties: 8; ERP: 7,900 w Prog. (Sep.): CI, con, op, s -cl, ¡z KOIL -FM (Am: KOIL) Prog. (Dup.): Pop, sprts, s -cl, cl, st WPBC -FM (Am: WPBC) National Rep.: Good Music Broadcasters National Rep.: Broadcast Time Sales Counties: 32; ERP: 3,400 w Prog. (Sep.): S -cl, pop, st, shw, nws Detroit ERP: 5.4 kw KQAL WABX Prog. (Sep.): CI, con, s -cl, st, shw Counties: 14; ERP: 36,400 w National Rep.: Walker -Rawalt MISSISSIPPI ERP: 70,000 w Prog.: CI, con, s -cl, op Prog.: CI WDTM Jackson National Rep.: Good Music Broadcasters WJDX -FM (Am: WJDX) NEVADA Counties: ERP: w 20; 61,125 National Rep.: Hollingbery Prog.: Con, nws, cmtry, flk, shw ERP: 39 kw Reno

WLDM Prog. (Sep.): Pop, st, s -cl, sprts, rel KNEV National Rep.: Walker -Rawalt Counties: 14; ERP: 35,000 w 6; ERP: 20,000 w Counties: Laurel Prog.: St, s -cl, con, cl, shw s cl, con Prog.: St, shw, -cl, WNSL -FM (Am: WNSL) WMUZ National Rep.: Grant Webb NEW JERSEY Counties: 8; ERP: 115,000 w Counties: 34; ERP: 4,700 w Prog: Sacred music, s -cl, cl, rel, nws Prog.: St, shw, pop, s -cl, cl Asbury Park WOMC (Am: WEXL) WHTG -FM (Am: WHIG) National Rep.: Larry Gentile MISSOURI National Rep.: Grant Webb Counties: 20; ERP: 61,000 w Counties: 12; ERP: 1,000 w Prog.: St, shw, s -cl, nws Kansas City Prog. (Dup.): St, shw, s -cl, nws, wthr WWJ -FM (Am: WWJ) KCMK Bridgeton National Rep.: Peters, Griffin, Woodward National Rep.: Good Music Broadcasters Counties: 26; ERP: 50,000 w WSNJ -FM (Am: WSNJ) Counties: 8; ERP: 35,000 w Prog. (Dup.): Nws, pop, st, con, s -cl National Rep.: Thomas Clark Prog.: St, wthr, ¡z, shw, pop ERP: 9 kw East Lansing KCMO -FM (Am: KCMO) Prog. (Sep.): CI, con, op, s -cl, pop, QXR WSWM Counties: 54; ERP: 65,000 w National Rep.: Walker -Rawalt Prog. (Sep.): St, s -cl, cl, shw, nws Long Branch Counties: 10; ERP: 30,000 w KXTR WRLB Prog.: S -cl, cl, nws, shw, ¡z Counties: 10 National Rep.: Walker- Rawalt Prog.: S -cl, nws, cl, shw, con rand Rapids Counties: 18; ERP: 58,200 w Market Pen.: 35:2% (Pulse) JEF -FM (Am: WJEF) Paterson ational Rep.: Avery- Knodel Prog.: CI, con, nws, flk, s -cl WPAT -FM (Am: WPAT) ounties: 32; ERP: 115,000 w St. Louis Counties: 31; ERP: 4,400 w rog. (Sep. after 7pm) Prog.: (Dup.) St, s -cl, shw, cl, ¡z LAV -FM (Am: WLAV) KADI (Am: KADY) ational Rep.: Everett- McKinney National Rep.: Broadcast Time Sales Red Bank ounties: 7; ERP: 1750 w ERP: 24,700 w WFHA rog. (Sep. and Dup.): CI, con, s -cl, pop, st Prog. (Sep.): St, s -cl, shw, cl, nws ERP: 1,000 w alamaxoo KCFM Market Pen.: 56/ (Pulse) MCR National Rep.: Walker -Rawalt Prog.: Pop, st, shw, s -cl, ¡z, nws, wthr, dr, unties: 15; ERP: 36 kw ERP: 21.5 kw intvw, sprts rog.: CI, con, educ, nws, op KSTL -FM (Am: KSTL) NEW MEXICO At. Clemens Counties: 88; ERP: 78,000 w NBRB -FM (Am: WBRB) Prog. (Sep.): St, store casting Albuquerque ational Rep.: Donald Cooke KWIX KHFM :ounties: 4; ERP: 61 kw Counties: 14; ERP: 25.5 kw 'rog. (Sep.): St, disn, cmtry, pop, nws (For abbreriotions, see box, p. 11) Prog.: St, pop, nws, sprts, s -cl aginaw WIL -FM (Am: WIL) (Not on air yet) SAM -FM (Am: WSAM) National Rep.: Eastman Jational Rep.: Everett- McKinney ERP: 22 kw :ounties: 6; ERP: 1,700 w rog. (Dup.): St, shw, nws, wthr, sprts Springfield turgis KTTS -FM (Am: KTTS) VSTR National Rep.: Weed WLDM ational Rep.: Masla Assoc. ERP: 9.1 kw Soon to RP: 1,000 w Prog. (Sep.): Pop, st, s -cl, cl, ¡z rog. (Dup.): Pop, nws 1 Increase Power NEBRASKA 1INNESOTA Kearney rainerd 146,000 watts LIZ -FM (Am: KLIZ) KHOL -FM ational Rep.: Walker -Rawalt National Rep.: Meeker ounties: 56,750 w - DETROIT - 7; ERP: 15,000 w Counties: 19; ERP: ¡ og, (Sep.): S -cl, st, nws, cl, sprts Prog.: St, shw, con, nws. wthr

15 T. S. 1-M February 1961

www.americanradiohistory.com FM STATION KEY (Cont'd) Niagara Falls WHLD -FM (Am: WHLD) National Rep.: Modern Medie Fm Sales National Rep.: Headley -Reed QXR Counties: 6; ERP: 1,500 w ERP: 46,000 w Prog.: CI, con, s -cl, st, nws Prog. (Sep.): CI, con, s -cl, shw, st

NEW YORK Olean FM Babylon WHDL -FM (Am: WHDL) National Rep.: Everett- McKinney WTFM (Am: WGLI) Counties: 9; ERP: 43,000 w Counties: 8; ERP: 15,000 w Prog. (Sep.): CI, con, op, wthr, educ Market Pen.: 56% (Pulse) NETWORK Prog. S (Dup.): -cl, st, nws, shw, con Peekskill ... the nation's biggest FM (Am: Binghamton WLNA -FM WLNA) radio network, reaching a National Rep.: Grant Webb WKOP -FM (Am: WKOP) quality audience for quality Counties: 23; ERP: 20,000 w Counties: 9; ERP: 33 kw Prog. (Sep. nights): CI, s -cl, st, pop, shw advertisers in major metro- Market Pen.: 17% (Pulse 1957) politan markets with New Proq. (Sep.): Pop, st, shw, educ, nws Plattsburgh WEAV -FM (Am- WEAV) York Times news and the good WNBF -FM (Am: WNBF) National Rep.: Jack Masla ERP: 4.6 kw music format of WQXR, Counties: 6; ERP: 3,700 w Prog. CI, con, op, s -cl, shw America's Number One Good (Sep.): Prog. (Dup.) Music Station. Buffalo Poughkeepsie WBEN -FM (Am: WBEN) WKIP -FM (Am: WKIP) National Rep.: Henry I. Christel National Rep.: Jack Masla Counties: 17; ERP: 110,000 w Albany -Troy, N. Y. WFLY -FM Counties: 5; ERP: 2,300 w Prog. (Sep. and Dup.) Allentown, Pa. WFMZ Prog. (Sep.): CI, con, s -cl, nws, shw, QXR Baltimore. Md. WITH -FM WYSL -FM (Am: WYSL) National Rep.: McGavren Rochester Binghamton, N. Y. WKOP -FM Counties: 8; ERP: 5,000 w WCMF Boston, Mass. WXHR Prog. (Sep. nights): Disn, s -cl ERP: 1.35 kw Buffalo, N. Y. WGR -FM Market Pen.: 49.2% (Pulse 1959) Corning Prog.: CI, con, op, s -cl, st, shw, folk, ¡z, rel, Hartford, Conn. WCCC -FM WCLI -FM (Am: WCLI) disn Ithaca -Elmira, N. Y. -FM WRRA National Rep.: Donald Cooke Jamestown, N. Y. WJTN -FM ERP: 14,000 w Syracuse

Olean, N. Y. WHDL -FM Prog. (Dup.): CI, educ, con, s -cl, shw WONO Counties: 8; ERP: I kw Philadelphia, Pa. WDAS -FM Garden City Prog.: S -cl cl, shw, ¡z, on Poughkeepsie, N. Y. WKIP -FM WLIR 5 Providence, R. I. WPFM 4; 1,000 w Utica Counties: ERP: tt Market Pen.: 56.7% (Pulse) WRUN -FM (Am: WRUN) Rochester. N. Y. WROC -FM is Prog.: Shw, st, cl, iz, nws National Rep.: QXR Network Southern New Jersey WSNJ -FM Counties: 12; ERP: 4,300 w Syracuse. N. Y. WSYR -FM Hempstead Prog. (Sep.): QXR Utica -Rome, N. Y. WRUN -FM WHLI -FM (Am: WHLI) National Rep.: Gill -Perna White Plains Washington, D. C. WASH -FM Counties: 6; ERP: 1,000 w WFAS -FM (Am: WFAS) Worcester, Mass. WTAG -FM St, s nws, wthr Prog. (Dup.): pop, -cl, Counties: 3 ERP: 1,000 w Market Pen.: 61.4% (Pulse) Hornell Non -interconnected group Prog. (Dup.): S -cl, con, pop, nws, wthr WWHG -FM (Am: WWHG) Chicago, III. WFMF -FM National Rep.: John Pearson Cleveland. w NORTH CAROLINA Ohio WDOK -FM Counties: 23; ERP: 8,300 it Detroit, Mich. WLDM -FM Prog. (Dup.): Pop, st, nws, spits, educ Burlington (Am: WBAG) Indianapolis, Ind. WFBM -FM Jamestown WBAG -FM National Rep.: Walker- Rawalt Kansas City, Mo. KCMO FM WJTN -FM (Am: WJTN) Counties: 9; ERP: 2,800 w Los Angeles, Cal. KCBH -FM National Rep,: Venard, Rintoul & McConnell Prog. (Dup.): Pop, st, nws, spits, w$hr Miami, Fla. WWPB -FM Counties: 15 Market Pen.: 33.7% (Pulse 1959) (For abbreviations, see box, p. 11) Milwaukee, Wis. WFMR -FM Prog. (Sep.): CI, nws, con, s -cl, wahr Minneapolis, Minn. KWFM -FM New York Norfolk, Va. WRVC -FM Tremendous Pull Telephones WABC -FM (Am: WABC) - Pittsburgh, Pa. WLOA -FM National Rep.: Blair never stop ringing St. Louis, Mo. KCFMFM +is Counties: 17; ERP: 1.5 kw San Diego, Cal. KFSD -FM Market Pen.: 53.4% (Pulse 7/60) Check in on San Francisco, Cal. KAFE -FM Proq. (Sep.): CI, con, s -cl, shw, flk WNCN ALAN GRANT's Market Pen.: 53.4% (Pulse 7/60) Ask to sec our new slide Prog.: CI, con, s -cl, op, shw JAll NOCTURNE presentation on the amazing WQXR -FM (Am: WQXR) National Rep.: Raymer on WLIR growth of FM radio. ERP: 11,000 w Call or write us today. Market Pen.: 53.4/ (Pulse 7 /60) 10:05 PM to Midnite Prog. (Dup.): CI, nws, con, op, s -cl on weekdays; 'til WRFM (Am: WWRL) I AM on weekends THE QXR NETWORK Counties: 20; ERP: 20,000 w WLIR -92.7 mc- Garden City, L. I. (Pulse 229 West 43 Street, New York 36, N.Y. Market Pen.: 53.4/ 7/60) Pioneer 1 -4700 LAckawanna 4-1100 Prog. (Sep.): St, cl, con, s -cl, op

16 U. S. F;",1 February 1961

www.americanradiohistory.com FM STATION KEY (Cont'd) OHIO Akron WBBB -FM (Am: WBBB) National Rep.: Thomas Clark WAKR -FM (Am: WAKR) Counties: 10; ERP: 3.8 kw National Rep.: McGavren Prog. (Sep.): Sprts, st, pop, nws, educ Counties: 6; ERP: 5,000 w Prog. (Sep.): Shw, con, op, s -cl, nws Charlotte WSOC -FM (Am: WSOC) Alliance National Rep.: Peters, Griffin, Woodward WFAH -FM (Am: WFAH) ERP: 36,000 w National Rep.: Grant Webb Prog. (Dup.): St, nws, pop, wthr, sprts Counties: 6; ERP: 1,000 w WYFM Prog. (Dup.): Sprts, st, s -cl, con. jz Counties: 12; ERP: 3,800 w Prog.: CI, con, s -cl, shw, wthr Canton WCNO (Am: WAND) Forest City National Rep.: Walker -Rawalt WAGY -FM (Am: WAGY) Counties: 28; ERP: 27,700 w Counties: 7; ERP: 3,333 w Prog. (Sep.): Pop, s -cl, st, shw, cl Prog. (Sep.): St, s -cl, nws, sprts, pop WHBC -FM (Am: WHBC) Gastonia National Rep.: Venard, Rintoul & McConnell WGNC -FM (Am: WGNC) ERP: 15,000 w National Rep.: Continental Prog. (Dup.): St, pop, s -cl, nws, sprts ERP: 11,000 w Prog. (Dup.): St nws, pop, wthr, sprts Cincinnati Greensboro WAEF WMDE National Rep.: Walker -Rawalt Counties: 9; ERP: 5.8 kw Counties: 13; ERP: 4.8 kw Prog.: S -cl, cl, st, rel, cmtry Market Pen:: 29.1 % (Pulse) Prog.: St, s -cl, ¡z, cl, nws Leaksville WLOE -FM (Am: WLOE) WKRC -FM (Am: WKRC) Counties: 12; ERP: 13,500 w National Rep.: Good Music Broadcasters Prog. (Dup.): S -cl pop, st, nws, wthr, Counties: 8; ERP: 15,500 w Programatic Prog. (Sep.): CI, s -cl, shw, con, st

Lexington Cleveland WBUY -FM (Am: WBUY) KYW -FM (Am: KYW) national Rep.: George Hopewell Counties: 27; ERP: 21,500 w ,Counties: 4; ERP: 300 w Market Pen.: 33% (Pulse) +Prog. (Dup.): Sprts, st, pop, nws, wthr Prog. (Sep.): CI, con, s -cl, shw. op 1Mt. Mitchell WCUY WMIT National Rep.: United Broadcasting National Rep.: Walker -Rawalt ERP: 20 kw Counties: 85; ERP: 36,000 w Prog.: Jz 'rog.: CI, con, op, s -cl, st WDOK -FM (Am: WDOK) taleigh National Rep.: H -R ;JPTF -FM (Am: WPTF) Counties: 7; ERP: 34,000 w ational Rep.: Peters, Griffin, Woodward Prog. (Sep.): CI, con, op, s -cl, shw )ounties: 32; ERP: 50 kw WGAR -FM (Am: WGAR) Market Pen.: 27.2% (Pulse) ¡reg. (Dup.): CI, con, op National Rep.: Christal Counties: 12; ERP: 31,000 w Cocky Mount Prog. (Dup.): St, shw, cl, con, s -cl VFMA (Am: WCEC) WJW -FM (Am: WJW) .lational Rep.: John Pearson National Rep.: Katz iisounties: 29; ERP: 33,000 w Counties: 5; ERP: 2.8 kw rog. (Sep.): Pop, shw, sprts, nws, wthr Prog. (Dup.): St, shw, nws, educ, con alisbury WNOB VSTP-FM (Am: WSTP) National Rep.: Walker Rawalt lafional Rep.: Walker-Rawalt Counties: 24; ERP: 135,000 w RFM RP: 15 kw Market Pen.: 36.1% (Pulse) rog. (Dup.): St, nws, wthr, rel, sorts Prog.: 5 -cl, shw, st, pop, nws Now! The FM station with the selective sound of music anford is the select station for lVJGP-FM (Am: WWGP) Columbus New York's discriminating RP: 490 w WBNS -FM (Am: WBNS) rog. (Dup.): St, flk, shw, wthr FM listeners. And nws, National Rep: John Blair 20; ERP: 54,000 w discriminating time buyers tatesyille Counties: Market Pen.: 37.4% (Pulse) know a good buy when they /FMX (Am: WSIC) Prog. (Sep.): CI, con, op, s -cl, pop, st, hear one. So get the PULSE ational Rep.: Good Music Broadcasters shw, ¡z of the FM market ... get the 1P: 3,000 w WTVN -FM (Am: WTVN) story of WRFM .og. (Sep.): Con, s -cl, st, shw, disn National Rep.: Good Music Broadcasters leadership and listenership /inston -Salem Counties: 10; ERP: 26 kw in New York. 37.4% (Pulse 2/60) 'SJS -FM (Am: WSJS) Market Pen.: WRFM ational Prog. (Sep.): CI, con, s -cl, pop, st Rep.: Peters, Griffin, Woodward 105.1 MC New York ounties: 36; ERP: 15,000 w see box, p. 11) FM beamed stations only April 1960 PULSE og. (Dup): Cl, s -cl, st, shw, nws (For abbreviations,

. S. F:1/ February 1961 17

www.americanradiohistory.com GOOD THINGS HAPPEN, + WHEN YOU HELP RED CROSS

-,.. the CHI - DONNA. (131/2 minutes footage on HURRICANE film -it's of the MISSILE QUAKE and service blend day a public appeal A and present More than With newsworthy WAR, audience the CIVIL film fea- a motion. picture activities-this CROSS dramatic disaster RED m tures the years STAR STUDDED JINGLES SONGS APPEALS ANIMATED TV SPOTS (all lengths from 05 to 60 seconds) (60 -20 -10 seconds) ETHEL MERMAN with THE FOUR LADS with PARKER FENNELLY is loyal dog, Max. the RUSS CASE orches- PERCY FAITH and his again featured as the lov- These spots provide the tra -STEVE LAWRENCE orchestra sing ARTHUR able POSTER BILL. With "light" touch to a serious with the UNITED STATES KENT'S exciting Red P him is the well -known actor fund drive. They arc avail- ARMY BAND sing SAUL Cross jingle WHERE THE HOWARD MORRIS -as able in TWO versions - TEPPER'S great Red Cross NEED IS with voice -over a roving reporter who is one for MARCH CAM- Campaign Song GOOD appeals by MITCH MIL- left "speechless" in a hu- PAIGN cities and one for THINGS HAPPEN LER and EDWARD R. morous "bite" by Bill's UNITED FUND cities. WHEN YOU GIVE. MURROW. A LSO Straight appeals by COLOR SLIDES TEI,OPS FLIP CARDS DAVE GARROWAY JOHN DALY With voice -over copy RALPH EDWARDS DON McNEILL AND -a recording with 5 to 15 second IDs for station breaks -voice over credits and crawls. PLUS -A VARIETY OF SHORT IDs

All these materials available from YOUR LOCAL RED CROSS CHAPTER THE ADVERTISING COUNCIL THE AMERICAN NATIONAL RED CROSS New York In New York, call MUrray Hill 9.1000 Chicago In Hollywood, call H011ywood 5-5262 Hollywood

THIS SPACE CONTRIBUTED AS A PUBLIC SERVICE

18 ('. S. /.tl Februar) l'

www.americanradiohistory.com NAFMB Notes FM STATION KEY (Cont'd) WVKO -FM (Am: WVKO) National Rep.: Venard, Rintoul & McConnel Counties: 33; ERP: 52 kw Prop. (Sep.): Nws, s -cl, st, shw, jz New Pocket Computer for Salesmen Dayton WHIG -FM (Am: WHIO) Fm Day at NAB Convention ERP: 20,000 w Prog. (Sep.): Con, st, cl, nws, wthr WIFE (Am: WONE) National Rep: Headley -Reed The National Association of Fm conducted by Pulse in 1960. These Counties: 16; ERP: 24 kw Broadcasters is in the process of hav- figures will replace a similar com- Prog. (Sep.): Quality music ing published a new circular pocket - posite analysis that the association Findlay sized computer for fm salesmen of its incorporated in a flip -card presenta- WFIN -FM (Am: WFIN) member stations. tion that was made available to mem- National Rep.: Thomas F. Clark Counties: 20; ERP: 8,200 w Facts and figures on fm listening bers last year. Prog. (Sep.): St, shw, cl, s -cl, con, spits patterns and habits as well as the The back of the computer will be Lancaster economic and educational aspects of left open for station promotion and WHOK -FM (Am: WHOK) the fm listener will be presented in for such things as presentation of Counties: 6; ERP: 16,000 w this promotion piece. Fm penetra- rate cards. Each NAFMB station will Prog. (Sep.): S -cl, pop, st, nws, sprts tion figures in cities where they are receive one copy free; additional Lima available will be included. The copies can be purchased. WIMA -FM (Am: WIMA) National Rep.: Deren McGavren pocket computer is currently being Counties: 20; ERP: 15,000 w published, according to Fred Rabell, Prog. (Sep. and Dup.): Pop, st, news. wthr, president of NAFMB, and should be sprts in the mail on its way to member Middletown For the second year in a row, the stations by the end of March. WPFB -FM (Am: WPFB) NAFMB will conduct Fm Day at the Prog.: (Sep.) Sprts, pop, st, nws, wthr Main source for the figures that 1961 National Association of Broad- will appear in the circular piece is Oxford casters' convention. Fm Day will be . composite analysis of fm studies WOXR Sunday, May 7. Counties: 6; ERP: 600 w So far, the tentative agenda calls Prog.: St, pop, shw, flk, rel for a sales and programming semi- Portsmouth ??1111!11 .P1t1IIIIII1111 III 1111!IIIIIIIIIIIIIII IIIIIIIILIIIIIIIIIIIII IIFIIIIIIIIIIIIIIIII I nar in the morning. It will be con- WPAY -FM (Am: WPAY) ducted by the eight regional direc- National Rep.: Devney- O'Connell MEMO TO ALL ERP: 7 kw tors of the association. Prog. (Sep.): St, con, s -cl, shw WHO BUY TIME: Before the NAB meeting gets un- derway, the NAFMB will hold a Sandusky board of directors meeting Friday WLEC -FM (Am: WLEC) National Rep.: Venard, Rintoul & McConnell Where else can you buy time night. On Saturday morning, there Counties: 6; ERP: 6,000 w will be a business meeting and elec- Prog. (Dup.): Pop, nws, sprts, wthr, st with no waste coverage than tion of officers. Toledo in FM? In the afternoon on Saturday, a WMHE meeting will feature a discussion on Counties: 10; ERP: 10,000 w "ways and means of stimulating the Prog: St, scl, shw, cl, con 1. An adult audience in the promotion of fm to advertisers and OKLAHOMA age of accumulation. listeners." Oklahoma City KEFM !. An audience with the National Rep.: Good Music Broadcasters ERP: 3.7 kw money to buy. On the sales front, Mr. Rabell Prog.: Pop, cl, shw, jz, wthr comments that national fm business the KYFM FM audience are the continues to be sluggish. He states, National Rep.: Walker -Rawalt stations have Counties: 10; ERP: 1,500 w )eople who are NOT unem- however, that NAFMB Prog.: St, nws, shw, sprts, cl experienced very encouraging results )loyed . . . YOUR BEST with local business. Stillwater KSPI -FM (Am: KSPI) MARKET As Mr. Rabell reports TODAY. an example, National Rep.: Thomas E. Clark that his KITT San Diego has signed ERP: 4,000 w Sears Roebuck to a 52 -week contract, Prog.: (Sep.) St, con, jz, sprts, nws THE NATIONAL ASSOCIATION calling for a weekly expenditure of Tulsa $125. campaign uses 47 spots a OF FM BROADCASTERS The KOCW week spread over seven days and is National Rep.: Good Music Broadcasters Counties: 6; ERP: 1,500 w Dedicated to the from freezers to promotion of FM" selling everything Prog.: CI, s-cl, pop, shw, ¡z fences. Spots are aired day and night. (For abbreviations, see box, p. 11) , . IIIIIIIIIm1111111111111111111111111 1111111 I1

S. FM February 1961 19

www.americanradiohistory.com FM STATION KEY (Cont'd) Counties: 4; ERP: 7.2 kw Sunbury Prog. (Sep.): cl, con, s -cl, nws, shw KOGM WKOK -FM (Am: WKOK) Counties: 8; ERP: 4.1 kw Philadelphia Counties: 10; ERP: 4,400 w Prog.: Pop, st, cl, shw, s -cl Prog. (Dup.) WDAS -FM (Am: WDAS) OREGON National Rep.: QXR Sales Warren Prog. (Sep.): Cl. QXR Network Eugene WRRN (Am: WNAE) WFIL -FM (Am: WFIL) Counties: 15; ERP: 3200 w KFMY National Rep.: Triangle Counties: 3; ERP: 3,600 w Prog. (Dup. days): St, sprts, nws Counties: 33; ERP: 6,300 w Prog.: S +, s -cl, cl, iz shw, Marke+ Pen.: 37.6% (Pulse 1960) Prog. (Sep.): Con, s -cl, st, shw, ¡z Wilkes -Barre Portland WFLN -FM (Am: WFLN) WYZZ KEX -FM (Am. KEX) National Rep.: Good Music Broadcasters National Rep.: Walker -Rawalt National Rep.: AMRadio Sales Counties: 22; ERP: 20 kw Counties: 30; ERP: 3.1 kw Counties: 17; ERP: 57,000 w Marke+ Pen.: 37.6% (Pulse 5/60) Prog.: CI, con, s -cl, st, op Prog. (Sep.): CI, con, s -cl, up, nws Prog. (Dup.): CI, con, nws, s -cl, wthr KGMG WHAT -FM (Am: WHAT) York National Rep.: Heritage Stations Counties: 8; ERP: 20,000 w -FM Counties: 15: ERP: 68,250 w WNOW (Am: WNOW) Market Pen.: 17.5% (Pulse) Radio Market Pen.: 30.3% (Politz 1960) National Rep.: -TV Representatives Prog. (Sep.): Jz Counties: 12; ERP: 1.2 kw Prog.: CI, con, op, nws, ¡z Prog. (Sep. after 8 pm): St, nws, shw KPFM (Am: KPAM) WIBG -FM (Am: WIBG) National Rep.: Weed National Rep.: Katz ERP: 20 kw Counties: 22; ERP: 33,000 w RHODE ISLAND Prog. (Dup.): Pop, nws, st, wthr, svce Prog. (Sep.): CI, s -cl info KPOJ -FM (Am: KPOJ) WIFI Providence National Rep.: Petry National Rep.: Walker- Rawal+ WLOV Counties: II; ERP: 4.4 kw Counties: 28; ERP: 20,000 w Counties: 5; ERP: 3.4 kw Market Pen.: 46% (Pulse) Market Pen.: 37.6% (Pulse 6/60) Prog.: Shw, st, pop, ¡z, s -cl Prog. (Dup.): Nws, st, pop, sprts Prog.: Pop, st, shw, nws, wthr WPFM KQFM WPEN -FM (Am: WPEN) National Rep.: QXR Network Counties: 11; ERP: 17.7 kw National Rep.: Gill -Perna ERP: 20,000 w Prog.: S -cl, st, pop, shw, educ Counties: 28; ERP: 20 kw Market Pen.: 35.1% (Pulse) Market Pen.: 37.6% (Pulse 6/60) Prog.: CI, nws, shw, ¡z, flk PENNSYLVANIA Prog. (Sep.): St, shw, nws, pop, cmtry WPJB (Am: WEAN) Allentown WQAL National Rep.: Venard, Rintoul & McConnell Counties: 13; ERP: 20,000 w WFMZ Counties: 24; ERP: 20 kw Prog. (Sep.): CI, nws National Rep.: QXR Network Market Pen.: 36.9% (Pulse 5/60) Counties: 20; ERP: 4.8 kw Prog.: Pop, st, shw, s -cl, cl WXCN Prog.: CI, nws, cp, shw, flk National Rep.: Adam Young Fm ERP: 20,000 w Pittsburgh 10/58) Altoona Market Pen.: 35.1% (Pulse KDKA -FM (Am. KDKA) Prog.: CI, con, s -cl, op, shw WFBG -FM (Am: WFBG) (Due on air 10/60) Counties: 40; ERP: 47,000 w Counties: 35; ERP: 33 kw Market Pen.: 25% (Pulse) SOUTH CAROLINA Prog. (Sep.): S-cl, cl, st, con, op Prog.: (Dup) CI, s -cl, op, shw, con WAZZ (Am: WAMO) Charleston Beaver Falls National Rep.: Bernard Howard WCSC -FM (Am: WCSC) WBVP -FM (Am: WBVP) Prog: Jz National Rep.: Peters, Griffin, Woodward ERP: 16.6 kw WCAE -FM (Am: WCAE) ERP: 50,000 w Sets: 100,000 National Rep.: Daren McGavren Prog.: CI, s -cl, st, pop, nws Prog. (Dup.) Counties: 30; ERP: 30,000 w Prog. (Dup.): Pop, nws, wthr, con, sprts Columbia Bloomsburg WKJF-FM WCOS -FM (Am: WCOS) WHLM -FM (Am: WHLM) National Rep.: Walker- Rawalt National Rep.: Meeker National Rep.: Raymer Counties: 19; ERP: 40,000 w Counties: 24; ERP: 5,300 w Prog.: nws, Counties: 10; ERP: 10,000 w Pop, wthr, con Prog. (Sep.): CI, ¡z, con, op, s -cl Prog. (Dup.): Sf, con, nws, wthr, ¡z WLOA -FM (Am: WLOA) National Rep.: Good Music Broadcasters Greenville Harrisburg Counties: 52; ERP: 68,000 w Prog. S +, WESC -FM (Am: WESC) WHP -FM (Am: WHP) (Dup. to 5 p.m.): s -cl, con, cl, nws National Rep.: Headley -Reed National Rep.: Bolling WPIT -FM (Am: WPIT) Counties: I I ; ERP: 12,500 w Counties: 14; ERP: 1.8 kw ERP: w 20,000 Prog. (Sep.): St, shw, con, s -cl, pop Market Pen.: 13% (Pulse 5/60) Prog. (Sep.): Rel, forgo lang Prog. (Sep.): St, nws, cmtry, cl, disn WMUU -FM (Am: WMUU) WWSW -FM (Am: WWSW) National Rep.: Beattie National Rep.: Blair ERP: 840 w Johnstown ERP.: 50,000 w Prog. (Dup. until sunset): CI, con, op, s-cl WJAC -FM (Am: WJAC) Prog. (Dup.): Pop, cl, s -cl, sprts, disn rel National Rep.: Meeker Counties: 25; ERP: 8,300 w Scranton TENNESSEE Market Pen.: 28.5% (Pulse 4/60) WGBI -FM (Am: WGBI) Prog. (Dup.): St, pop, nws, Chattanooga sprts, con National Rep.: H -R WDOD -FM (Am: WDOD) Counties: 22; ERP: 1.8 kw ERP: 12.6 kw Lancaster Prog. (Dup.): St, nws, sprts, wthr, ¡z Prog. (Dup.): Pop, nws, cl WDAC Shenandoah Heights WLOM 9; kw Counties: ERP: 15 Counties: 53; ERP: 33,000 w Proq.: Rel, nws, con, cl, s -cl WPPA -FM (Am: WPPA) Prog.: CI, con, s -cl, ¡:, shw WLAN -FM (Am: WLAN) Counties: 5; ERP: 2.8 kw National Rep.: Headley -Reed Prog. (Dup.) (For abbreviations, see box, p. 11,

20 U. S. FM Februar} 1961

www.americanradiohistory.com FM STATION KEY (Cont'd) Fort Worth Gallatin KFJZ -FM (Am: KFJZ) National Rep.: Blair WFMG Counties: 16; ERP: 28.1 kw 8,200 w Counties: 10; ERP: Prog. (Sep.): Shw, st, pop, nws, wthr Prog.: Pop, st, con, shw, s -cl Gainesville Jackson KGAF -FM (Am: KGAF) WTJS -FM (Am: WTJS) ERP: 215 kw National Rep.: Branham Prog. (Sep.): Pop, st, nws, wthr, shw ERP: 50,000 w 1'S. 11.1110 Prog. (Dup.): Nws, pop, sprts, st, rel Harlingen KELT (Am: KGBT) Knoxville Counties: 4; ERP: 3 kw WBIR -FM (Am: WBIR) Prog. (Sep.): St, s -cl, con, shw, jz Counties: 37; ERP: 3,300 w d -Con's Prog. (Sep.): St, shw, pop, s -cl, nws Houston Radio: KFMK Pied piper Memphis Counties: 25; ERP: 10.5 kw Market Pen.: 30.9 (Pulse 1/60) WMCF (Am: WMC) Prog.: Pop, st, shw, jz, wthr, nws, s -cl, flk, National Rep: John Blair intvw, rel 300,000 w ERP: KHGM Prog. (Sep.): St, shw, s -cl, cl, con National Rep.: Good Music Broadcasters IS Counties: 14; ERP: 49,000 w THIS Nashville Prog.: S -cl. shw, con, st, nws NFMB KHUL RADIO Jational Rep.: Good Music Broadcasters, National Rep.: Adam Young Fm Fm Unlimited Counties: 9; ERP: 15,500 w :ounties: 10; ERP: 3.4 kw Market Pen.: 30.9% (Pulse 1/60) Prog.: Pop, st, nws, wthr, shw 'rog.: CI, con, s -cl, jz, st NSIX -FM (Am: WSIX) KRBE 79,100 w national Rep.: Peters, Griffin, Woodward Counties: 88; ERP: con, s op, rel _RP: 30,000 w Prog.: Cl, -cl. KTRH -FM (Am: KTRH) Counties: 17; ERP: 29,500 w NOW... TEXAS Market Pen.: 30.9% (Pulse 1/60) ,marillo Prog. (Sep.): S -cl, pop, cl, st, shw :GNC -FM (Am: KGNC) Lubbock Reprints of selected Jational Rep.: KATZ .ounties: 18; ERP: 14.6 kw KBFM articles and rog. (Sep.): CI, st, s -cl, shw, nws Counties: 9; ERP: 3.6 kw Prog.: St, shw, s -cl, jz, cl features in ustin KRKH Counties: 15; ERP; 3 kw U.S. RADIO HFI Prog. Pop, cl, s -cl, shw, op ational Rep.: Good Music Broadcasters 5; w in :ounties: ERP: 780 Port Arthur are available rog.: CI, s -cl, op, st, shw KFMP TBC -FM (Am: KTBC) the above form. Counties: 5; ERP: 3.2 kw lational Rep.: Rayburn Prog.: Pop, cl, wthr, nws, rel ounties: 29; ERP: 94 kw Other articles and rog. (Sep.): Pop, st, s -cl, cl, wthr San Antonio features in 'tallos KEEZ National Rep.: Good Music Broadcasters U.S. Radio can CPA Counties: 5; ERP: 17,300 w lational Rep.: Walker -Rawalt Market Pen.: 22.2 °/,; (Pulse) be reprinted Bounties: 20; ERP: 4.83 kw Prog.: St, shw, s -cl, pop, cl RLD -FM (Am: KRLD) KISS (Am: KMAC) for your use lational Rep.: Branham ERP: 3.000 w :ounties: 58; ERP: 59 kw Prog. (Sep.): CI, jz. shw at nominal cost. rog. (Dup.): Pop, s -cl, cl, nws, dr KITY (Am: KONO) JRR -FM (Am: WRR) National Rep.: Adam Young Fm ERP: 4,400 lational Rep.: Adam Young Fm Counties: 13: St, pop, cl, shw, s -cl ounties: 123; ERP: 68,000 w Prog. (Sep.): For complete rog. (Sep.): CI, con, op Waco details write- iBoll KEFC Counties: 13; ERP: 4,400 w SPL -FM (Am: KSPL) Reprints Prog.: Cl, con, s -cl, st, nws, wthr, rel :ounties: 8; ERP: 6.5 kw U.S. RADIO rog. (Sep.): St, shw, s -cl, rei, con UTAH 50 Salt Lake City West 57th Street, I Paso KLUB -FM (Am: KLUB) HMS New York 19, N. Y. National Rep.: Hollingbery ational Rep.: Western Fm, Modern Counties: 5; ERP: 15,000 w Media Fm Prog. (Sep.): CI, s -cl, st, shw, nws ounties: 3; ERP: 2,550 w -og.: S -cl, cl, st, con, shw (For abbreviations, see box, p. 11)

www.americanradiohistory.com FM STATION KEY (Cont'd) KGFM (Am: KGDN) Madison National Rep.: Western FM Sales WIBA -FM (Am: WIBA) VIRGINIA Counties: 15 ERP; 120,000 w National Rep.: Avery -Knodel Prog. (Sept.): CI, con, s -cl, nws, rel Charlottesville Counties: 15; ERP: I 1 kw Frog. WINA -FM (Am: WINA) KGMJ (Dup.) Counties: 13; ERP: 620 w National Rep.: Heritage Stations WISM -FM (Am: WISM) Prog. (Dup.): Pop, st, nws, s -cl, sprts Counties: 14; ERP: 71,000 w National Rep.: Radio -Tv Represen

Market Pen.: 30.3% ( Politz 1960) Counties: 9; ERP: I kw Fredericksburg Prog: CI, con, op, nws, ¡z Prog. (Dup.): Pop, nws, wthr, st, c WFVA -FM (Am: WFVA) KING -FM (Am: KING) WMFM Counties: 19, ERP: 5.1 kw National Rep.: Blair Counties: 6; ERP: 7,500 w Prog. (Dup): St, pop, nws, sprts, con Counties: 3; ERP: 16,000 w Prog: St, cl, s -cl, flk, disn Prog. (Dup.): CI, op, ¡z, flk, shw Harrisonburg WRVB KISW Counties: 5; ERP: 3.9 kw WSVA -FM (Am: WSVA) National Rep.: Hi -Fi Music Broadcasters Prog.: Rel, s -cl, cl, educ, intvw

Counties: I I; ERP: 7.2 kw Counties: 13; ERP: 10.5 kw Prog.: CI, con, op, cmtry, dr Prog. (Sep.) Milwaukee KLSN Martinsville National Rep.: Walker -Rawalt WFMR National Rep.: Good Music Broa WMVA -FM (Am: WMVA) Counties: 13; ERP: 19,000 w Counties: 5; ERP: 22,000 w National Rep.: Bob Dore Prog.: CI, con, s -cl, shw, ¡z Prog.: Con, cl, s-d, op, dr Counties: 8; ERP, 2,900 w KMCS Prog.: (Dup.): St, pop, nws, wthr, sprts ERP: 10.5 kw WISN -FM (Am: WISN) Prog: St, wthr, flk National Rep.: Edward Petry Norfolk Counties: 5; ERP: 3,600 w Prog. (Dup.): S WYFI -cl, st, shw, wthr, nws National Rep.: Fred Smith Spokane WMIL -FM (Am: WMIL) Counties: 20; ERP: 13,500 w KXLY -FM (Am: KXLY) Counties: 5; ERP: 25,500 w Prog. (Sep.): s -cl, pop, st, shw, flk National Rep.: H -R Prog: Con, s -cl, st, shw, jz, wthr, sprts Counties: 7; ERP: 2,000 w News WTMJ -FM (Am: WTMJ) Newport Prog. (Sep.): s jz CI, -cl, National Rep.: Henry I. Christa) WGHFM (Am: WGH) Counties: 12; ERP: 2,800 w National Rep.: Blair Prog. (Sep.): St, cl, s -cl, shw, ¡z Counties: 20; ERP: 37,000 w Tacoma Prog. (Sep.): S -cl, st, shw, con, educ KTNT-FM (Am: KTNT) National Rep.: Weed Racine Richmond Counties: 7; ERP: 10,000 w WRJN -FM (Am: WRJN) Prog. (Dup.): Pop, st, jz, nws, wthr WRNL -FM (Am: WRNL) Counties: 3; ERP: 15,000 w Prog. S pop, National Rep.: Petry KTW R (Dup.): -cl, st, shw, nws ERP: 50,000 w National Rep: Fm Unlimited Prog. (Dup.): Sprts, nws, wthr, st, shw Counties: 3; ERP: 10 kw Sparta Frog.: Disn, rel, cmtry, dr, s -cl WRVA -FM (Am: WRVA) WCOW -FM (Am: WCOW) National Rep: Peters, Griffin, Woodward National Rep.: Rambeau Counties: 46; ERP: 25,000 WEST VIRGINIA Counties: 18; ERP: 16,000 w Prog. (Dup.): CI, con, s -cl, op, shw Beckley Prog. (Sep.): St, nws, wthr, sprts Roanoke WBKW (Am: WJLS) Counties: 55; ERP: 34,000 w Wausau WDBJ -FM (Am: WDBJ) Prog. (Sep.): CI, con, op, scl, st WLIN -FM (Am: WSAU) National Rep.: Peters, Griffin, Woodward National Rep.: Meeker Counties: 27; ERP: 14,350 w Counties: 18; ERP: 20,000 w Prog.: (Dup.) S -cl, pop, st, shw, flk Charleston Prog. (Dup.): Pop, s -cl, nws, sprts, wthr WSLS -FM (Am: WSLS) WKNA Counties: 15; ERP: 2,600 w Counties: 66; ERP: 21,100 w Watertown Prog. (Sep.): CI, con, op, s -cl, st Prog. (Sep.): St, shw, con, s -cl, cl WTTN -FM (Am: WTTN) National Rep.: Staunton Huntington George Hopewell Counties: 5; ERP: 10,000 w WAFC -FM (Am: WAFC) WKEE -FM (Am: WKEE) Prog. (Dup.): Con, s -cl, nws, st, intvw National Rep.: Thomas Clark National Rep.: Raymer Counties: 19; ERP: 500 w Counties: 43; ERP: 53,000 w West Bend Prog. (Sep.): Pop, cl, jz, educ, con Prog. (Dup. and Sep.): Pop, st, jz, nws, wthr WBKV -FM (Am: WBKV) Winchester Wheeling National Rep.: Walker -Rawalt Counties: 9; ERP: 18,000 w WRFL (Am: WINO) WOMP -FM (Am: WOMP) Prog. (Sep.): S -cl, con, st, shw, cl ERP: 22.2 kw National Rep.: Hollingbery Prog. (Dup.): Sprts, pop, nws, wthr Counties: 12; ERP: 10,000 w Wisconsin Rapids Prog. (Sep.): St, shw, s -cl WASHINGTON WFHR -FM (Am: WFHR) National Rep.: Devney- O'Connell Bellingham WISCONSIN Counties: 10; ERP: 2,100 w KGMI Eau Claire Prog. (Dup.): Pop, st, shw, sprts, nws National Rep.: Heritage Stations WIAL (Am: WEAQ) Counties: I I; 16,500 w ERP: National Rep.: Hollingbery Market Pen.: 30.3% (Politi 1960) PUERTO RICO Counties: 11; ERP, 60,000 w Prog.: CI, con op. nws, ¡z Prog. (Dup.): Nws, st, sprts, disn, shw San Juan Seattle WPRM Fort Atkinson Counties: 5; ERP: 17,500 w KETO Prog: S cl, st, cl, con, shw Counties: 10; ERP: 17,700 w WFAW Market Pen.: 21.3'/. (Pulse 2/60) Counties: 4; ERP: 3,000 w Prog.: St, shw, nws, wthr, jz Prog.: Nws, pop, st, shw, sprts (For abhreviotions, see box, p.11