MARCH I 1961 I IO 35 CENTS

r buyers and sellers of radio advertising e. VOL. 5 - NO. 3

VS MARCH I 1961 i IO 35 CENTS

KLIFs Gotta Secret! Passed on by C. E. HOOPER, INC. Jan.- Feb., 1961 (Mon.- Sat. 7 A. M. to 6 P. M.)

the McLendon Stations

Dallas

Houston

San Antonio

Shreveport ?Ai Dallas in dep

Buffalo

(f) 00/q

Louisville

San Francisco

www.americanradiohistory.com MERCHANDISING IS LIKE THE LITTLE GIRL WITH THE CURL. e..

"...WHEN SHE WAS GOOD AND WHEN SHE WAS BAD SHE WAS VERY, VERY GOOD, SHE WAS HORRID!

KSTP Radio believes that advertisers should receive strong, mailing pieces, survey facts and figures relating to your consistent and professional merchandising support for their sales problem and special promotions by the score. There advertising campaigns in the vitally important North- is no charge to the advertiser for these services which are west market. offered at the discretion of the station.

To this end KSTP maintains a full -time merchandising Our files are full of letters from advertisers who appre- and promotion staff working closely with each advertiser ciate dependable,quality merchandising assistance. If you'd to create, develop and implement the selling aids which like to know more about it, contact a KSTP representative most effectively add to the success of his campaign. or your nearest Petry office. Among the activities which have made KSTP the Northwest's leader in merchandising are the exclusive KSTP "FEATURE FOODS MER- CHANDISING PLAN" and "FEATURE DRUGS 50,000 watts, 15oo kc. MERCHANDISING PLAN" which provide special in -store displays and product -checks in 200 top -volume super- markets and 65 key drug outlets in the Twin City area. Bargain Bar displays in key chain and independent food outlets every week include coupons, samples, registration for prizes, distribution of product literature and demonstrations by the KSTP hostess in attendance. Each activity is designed to move your product from shelf to shopping basket -the final link in the chain started by your advertising on KSTP Radio! tithe sound of the sixties"

In addition, KSTP's expert merchandisers turn out shelf- talkers, banners, window streamers, bus cards, posters,

www.americanradiohistory.com -N and hap - py home to far us off a hun -dred men or

to o pen wide the i - ron

irring songs of battle, sorrow and victory... commentary that fit the mood..." "The WBBM provoking and, above all, interesting. According )ixie," "John Brown's Body," "Yellow Rose of Orchestra, the Northwestern University Men's to one listener, "A Ballad of the North and -xas' , these and other melodies recalled the Glee Club and various soloists performed with South" was: "Best I've ever heard." Wouldn't a ,lion and sweep of the Civil War on `A Ballad style and humor." man in that frame of mind be receptive to your the North and South." Produced by WBBM Small wonder that it was chosen as one of the advertising message? icago, one of the CBS Owned Radio Stations, top two Radio Documentaries of the Year by 358 When people listen attentively to stimulating, cl presented over the CBS Radio Network, this of the nation's Radio -TV editors in Radio -TV provocative programs, they pay attention to the ugram of authentic Civil War music had the Daily's 19th Annual All- American Awards. sponsor's sales message. And it is a matter of tion'scritics cheering. Among their comments: The CBS (Nned Radio Stations create ra- record that attentive, active, responsive audiences lie melodies were happily blended with a dio programs that are adult, informative, thought- listen to the idea stations:

EI,WCBS,WCAU,WBBM, HMOX,SKCBS,tRNX,THE CBS OWNED RADIO STATIONS

www.americanradiohistory.com Now, thanks to the complete cooperation of the record companies (including all the majors), there's an un- matched, one -stop record source for broadcasters! Now, through RSI, you can get the hit record product (albums as well as the singles we've been delivering) of every top label in the business. You get the best of the new releases ... the "Spotlight Winners" selected by the Record and Music Staff of The Billboard. Six different record services available

They're services that fit your programming as neatl 5- as they fit your budget. And each is sold with an uncon- ditional guarantee of complete satisfaction!

"SPOTLIGHT" singles 9 Rates effective March ist (U.S. i "Hot 100" 52 Weeks 18 Weeks 10 new records weekly $175.00 $60.00 "Easy Listening" ** BEGINNING MARCH 1 6 new records weekly 110.00 40.00 "Country" 5 new records every 2 weeks 50.00 (Not available)

RSI RECORD "SPOTLIGHT" albums

"Popular " ** 12 Months 4 Months ALBUM SERVICE 10 new albums monthly $150.00 $55.00 "Classical" 10 new albums monthly 150.00 55.00 "Jazz" WILL INCLUDE 5 new albums monthly 75.00 30.00

Regular mail. Domestic air -nail and foreign shipping coats on request No rock 'n' roll ALL THE TOP LABELS! Already, over 600 satisfied stations subscribe to one o r more RSI services. Make sure you, too, get the best o f the new releases ... faster than you could otherwise - through RSI. Fill out and mail the coupon below, today

RSI, 333 East 46th Street, New York 17, New York Payment is enclosed for our subscription to the RSI service s checked. Singles 52 Wks. IS Wks. Albums Is Mos. 4 Mos "Hot 100" "Popular" "Easy Listening" "Classical" "Country" Music "Jazz"

Station Call Letters Attention

Company Name

Address City State

RSI grants and reserves the right to cancel subscription services on a pro rata basis. RECORD SOURCE, INC. It is a condition of Otis subscription that records supplied by RSI will be used fo broadcast purposes only

2 U. S. RIDIO March 1961

www.americanradiohistory.com airwaves

Radio's Barometer

Spot: National spot billings of Daren F. McGavren Co., New York, increased 32 percent in the first 60 days of 1961 over the saine period last year, the representative firm announced this month.

Network: Frito Co. was the leading network advertiser in terms of total home broadcasts, according to A. C. Nielsen Co.'s monthly index for the period ending January 8. There were 348 broadcasts used for a total of 161,519,000 home broadcasts delivered. Pharmaco Inc. held second posi- 156,394,000 Sets in Use tion with 131,941,000 total home broadcasts delivered. Following in third, fourth and fifth places were Standard Brands Inc., R. J. Reynolds Tobacco and Liggett & Myers Tobacco. In terms of total commercial 15,500,000 Fm Sets in minutes delivered, the Nielsen study shows that Pharmaco held the number one position was Use (RAB est.) with 90,050,000. Frito second with 80,049,000. Standard Brands, Vick Chemical Co. and Liggett & Myers ranked third, fourth and fifth. 40,387,000 Car Radios (RAB est.) Local: KCBS San Francisco revealed in an annual report that sales in 1960 exceeded the highest previous year by 19.3 percent. Local sales were 1,090,073 Sets Made up 7.3 percent over 1959. Sales reached the highest peak in the station's (January -EIA) history during the week ending November 5.

3,556 Am Stations Stations: The number of am and fm stations on the air at the end of an increase of 27 am and 18 fm) over the 839 Fm Stations February totaled 4,395, (9 previous month. Commercial AM Commercial FM Stations on the air 3,556 839 Applications pending 596 76 Under construction 138 204

Sets: Total radio production in January was 1,090,073, including auto receivers, according to the Electronic Industries Association. Total radio sales, excluding car radios, was 580,680. Fm set production reached 50,421 in January, according to the EIA.

U. S. RADIO March 1961 3

www.americanradiohistory.com for buyers and sellers of radio advertising 4141110 MARCH 1961 VOL. 5 - NO. 3

... IN THIS ISSUE ... Program Services in Evolution 17 Study of Burgeoning Field Reveals Dynamic New Aids for Local Stations 1 Program Services Index 20 Up -to -Date Listing of Program Services Packagers Compiled from u.s. RADIO Survey Milnot Spreads the Word 25 D'Arcy Leads Milk Compound Producer In Radio Push with 'Soft' Commercials How Good Is Your Radio Vocabulary? 29 Glossary of Radio Advertising Terms Compiled for U.S. RADIO by Ohio Broadcaster Trends in Radio Programming 34 Three Prominent Broadcasters Discuss Programming's Path in the '60s Question and Answer 38 Ratcliff of N. W. Ayer Outlines Relation of Agency to Program Packagers

... DEPARTMENTS .. . Airwaves 3 Report from Agencies 50 BPA Memo 46 Report from Canada 53 GO REGIONAL! Commercial Clinic 44 Report from Networks 52 Editorial 56 Report from RAB 48 COVER ALL KELO -LAND! Focus on Radio 40 Report from Representatives 49 42 There's no stopping a radio spot Hometown U.S.A. Silver Mike 14 when you place it on KELO Sioux Letters to Editor 15 Soundings 6 Falls. 13,600 -watt franklinized Names and Faces 55 Station Log 45 power Burls your message through- Radio Registers 47 Time Buys 7 out all KELO -LAND. And KELO Radio Research 54 Washington 10 program power ( built on sensible music picks, full NBC news, colorful weather reporting, on -the -spot sportscasts) drives your message Norman R. Glenn Editor and Publisher Member of Business Publications home co;icincingltt Bernard Platt Executive Vice President Audit of Circulations Inc. NBC Elaine Couper Glenn Secretary- Treasurer Arnold Alpert Vice !'resident and Assistant Publisher BPA K E L Jonah Gitlitz Editorial Director 13,600 WATTS RADIATED POWER U. S. RADIO is published monthly by Mary Lou Ponsell Senior Editor Arnold Alpert Publications, Inc. Editorial William Wendt Assistant Editor _ilk ift 1111 UP and Business Office 50 West 57th Street, Rollie Devendorf Art Director New York 19, N. Y. Circle 5 -2170. Chi- Shirley Sas cago, III. -161 E. Grand Ave. WHitehall Sioux Falls, S. D. and all Kelo -land Administration- Production Seymour Weber Office Manager 3 -3686. Printing Office -3110 Elm Ave- JOE FLOYD, President nue, Baltimore II, Md. Price 35{ a Jim Molohon, Mgr.; Evans Nord, Gen. Mgr. Arnold Farber Business Manager Jo Ganci Secretary to .11r. Alpert copy; subscription, for U.S.A., $5 a Represented nationally by H -R year which includes U.S. FM, monthly In Minneapolis by Wayne Evans & Associates Iï'est Coast publication also published by Arnold Whaley- Simpson Co. Alpert Publications, Inc. U.S. Possessions 700 Montgomery Building and Canada $6 a year for both magazines. Please advise if you move and give old idconrznent Broadcasting Group San Francisco I I, Sutter 1 -4583 and new address. Copyright 1961 by KELO- UND /tv and radio Sioux Fells, S. D.; WLOL /om, fen Minneopolis -St. Paul; WKOW /om `/o Edith K. Whaley Arnold Alpert Publictions, Inc. Accepted and tv Modrson, Wes ; KSO rodeo Dcs Moines 216 S. Vermont as controlled circulation publication at Los Angeles 4, DUnkirk 7 -6169 d 6160 Baltimore, Maryland. f l'. S. ll.fDlO e March 1961

www.americanradiohistory.com EXCLUSIVELY O 00000000 SPOT 0, 000000000 RADIO 00 O 00000000 O 00000000 0 O 5 09 000000000 O 0 )450 Or O 0 00000000006 t " *CREAM OF WHEAT" cereal utilizes the efficiency and flexibility of spot radio for increasing its total share of the hot cereal market. Why? ... Because spot radio sells the cereal market at just the right times and in just the right market areas. Spot radio, the exclusive "Cream of Wheat" advertising medium,can work for you too ... your H -R man will sell you now. Representatives "Through CPD&O, Minneapolis

www.americanradiohistory.com soundings Al nil fImUMRi1, I Wulirut

U. S. Radio To Have New Format The next issue of u. S. RADIO Will present a streamlined format that will expand its role as the radio industry's leadership magazine. The revised appearance will make its debut in the April-May issue. New styling and certain changes in editorial content are aimed at furthering U. s. tt.awo's service to advertiser and broadcast management. The magazine since the beginning of March has been a part of the sPO\soa publication family. (See Editorial, p. 56.)

Program Services Growth Centers The field of program services- offering a range of material from radio Around Varied New Offerings program syndication to commercial jingles-is undergoing a strong re- vival (see lead story, p. 17) . Most of the services being offered are built around the idea of furthering a station's desire for individual identity.

Canada Sets Plans For Own A Canadian radio sales promotion association, somewhat similar in scope Radio Sales Promotion Unit to the Radio Advertising Bureau, is expected to be launched in time for a major fall campaign (see Report from Canada, p. 53) . Tentative title of the group is Radio Sales Bureau. It is being formed by a committee of the Canada Association of Broadcasters.

RAB Shows Radio's the Place Advertisers who are just beginning to shape summer plans will find a new To Reach Baseball Fans Radio Advertising Bureau study of baseball listening particularly helpful. "What's the Score in Baseball ? " -in which R. H. Bruskin interviewed more than 1,000 male baseball buffs in two major cities -reveals that almost six out of 10 male fans use radio as their main source of baseball news. This turns out to be twice the number of people who rely upon any other medium.

'Big Sound' and Ad Council Set Up Public service material prepared by the Advertising Council will be dis- Distribution- Production Deal tributed regularly to the 300 radio stations subscribing to the "Big Sound" syndication service. Frederic Vile, managing director of the council's l'acific Coast operations, and Peter Frank, who heads the radio set -up, point out there will be no charge to either the station or the council for the new service. As part of the agreement, the top recording film and tv stars who record for the "Big Sound" will be asked to make public service announcements based on specific Advertising Council campaigns.

Editorials Have Pulling Power, Stations that have spiced their programming content with editorial stands Station Executive Reveals are finding that results can be seen in increased listener awareness. As an example, lien Surouse, president of \V \VDC Washington, revealed before the Tintcbuying C Selling Seminar of the Radio C Tclesision Executives Society, that he has found results can be measured in many ways -listener reaction to -11 separate editorials on alcoholism or the launching of con- gressional investigation into the tv repair racket in response to a 1958 editorial campaign.

V V. C. RADIO Man h 1961

www.americanradiohistory.com time buys

Aluminum Corp. of America the businessman who travels. Drive opened up in mid -March. Frequen- periods and weekends are dominant. cies vary from 15 to 20 spots per Agency: Fuller & Smith & Ross Inc., Timebuyer is Frank Vernon. week Pittsburgh in each of the six markets chosen for the drive. Approximately Product: ALUMINUM GOODS 13 stations in Trenton, Camden, N. J., Philadelphia, York, Harris- Alcoa is turning its money to spot Falstaff Brewing Corp. burg and Pittsburgh, Pa., are carry- this year after a season on NBC's Agency: Dancer -Fitzgerald -Sample ing the schedule for six to eight Monitor in 1960. top The 20 mar- Inc., New York weeks. Traffic hours were the favored kets, New York, were except pin- times. Commercials feature the lively pointed by Alcoa for the campaign Product: BEER commentary of a personality known which runs in five phases. Start date Falstaff's annual spring entry into as "the Frenchman." It is reported was March 14; end date is set for radio baseball is underway in Los that King invested $40,000 in this December 19 with a hiatus in August. Angeles, where the company is spon- campaign. Timebuyer is Mary Ellen As a merchandising effort, spots in soring 15 pre- season games of the Vosberg. the Alcoa campaign will tie in with Los Angeles Dodgers. With the of- local dealers. The first flight runs ficial season start Falstaff will spon- eight weeks and will advertise boats sor both the Dodgers and San Fran- Lanolin Plus Inc. in cooperation with marine dealers. cisco Giants radio broadcasts. Falstaff Another flight emphasizing leisure owns exclusive rights to the broad- Agency: Daniel & Charles Inc., living York products (outdoor furniture) cast and uses from one -fourth to one - New begins April 18, overlapping with half of commercial time. Product: COLOR PLUS the boat flight through May 6. A heavy radio blitz in the top 50 Frequencies will vary from 25 to markets introduces Color Plus, a new 50 spots per week, both minutes and General Foods Corp. nail enamel and a strengthener avail- 20's.. Daytime and evening times are able in 17 colors. The campaign preferred. Agency is not buying drive Agency: Foote, Cone, Belding Inc., started this month and will run in- times because it doesn't believe the New York definitely. In New York, the two advantages justify a higher rate. One Product: D -ZERTA stations selected are carrying 50 spots station will be used in each market. each per v'.'eek. In Los Angeles, two The timebuyer is Lou Stearn. In its first extensive spot radio ven- ture, D -Zerta will go on the air for stations share 100 spots per week and several months in April. The cam- in San Francisco, 150 spots are split paign was charted after "test" cam- between three stations. Braniff International Airways paigns showed sufficiently good re- The client reports it has found D -Zerta has used will "radio to be a dynamic medium for Agency: Cunningham & Walsh Inc., sponse. and this product." Radio response has New York continue network radio participa- tions in ABC's Breakfast Club and already been so good that Lanolin Product: AIR TRAVEL CBS' Arthur Godfrey Show. Spot has dropped television schedules in Rush orders went out this month radio commercials will be delivered two markets in favor of radio. Com- for time in 10 top Braniff markets. live, primarily on women's programs. mercials are minute ETs. Doris First schedule to break started March Radio is the only medium used by Gould is the timebuyer. 4. Others were reported to start at Genera] Foods for this product. Pete various dates, but campaigns in all Scott is timebuyer. markets will run for four weks. Bran- Murray Corp. of America, Eljer Div. iff frequencies appear to be heaviest among the month's buys to Agency: Fuller ¿ Smith 6- Ross Inc., -100 300 King's Wine spots per week in each market. More Pittsburgh than one station is being used in each Agency: TPermen 6, Schorr Inc., Product: PLUMBING city. Commercials, combinations of Philadelphia EQUIPMENT live and ET, come in all lengths - Product: TABLE WINES is this 10's, 20's, 30's and 60's. Agency pur- Eljer going into radio again (1960 marked the chased what it calls "men's times" A special campaign to promote ',ear company's for the campaign, hoping to reach wines before the Easter holiday (Coned on next page)

U. S. RADIO March 1961 7

www.americanradiohistory.com time buys

(Cont'd from p. 7) Campaign began March 14 in the Seabord Seed Co. city, with upstate stations expected Agency: Wermen & Schorr Inc., to carry spots as tracks open. Aque- Philadelphia duct, Belmont and Saratoga are a first campaign in the medium) with few of the tracks promoted. Frequen- LAWN, schedules in an additional 16 mar- Product: GARDEN cies vary from 45 spots per to kets. The total number of markets week SUPPLIES 150 per week. The higher number for the campaign is 36. Campaign will run during weeks of the big fea- Seabord, which distributes east of will begin April 15, with all time ear- races. Spots are minute ETs, the Mississippi River, is sending com- marked for weekends. ture and will run through end of season mercial copy for 60- and 30- second com- Minute commercials will be a in late November. Mal Murray is spots to all distributors. Co -op mon- bination of live and ET. First 30 sec- timebuyer. ey is forthcoming for all dealers who onds is a transcribed message on Eljer want to run the spots on local sta- products; a 27-second bridge follows tions. Stations wishing to pitch for for local builders to promote new Sabena Belgian World Airlines business may contact the agency for land tracts. Frequencies homes and details. The campaign dates are will vary from six to 40 spots per Agency: McCann- Marschalk Inc., March 15 through April 30. Mary weekend. Some markets will get the New York Ellen Vosberg is the timebuyer. campaign for one weekend, others Product: AIR TRAVEL will carry spots for a maximum of 16 weeks. Lou Steam is the timebuyer. A new plum for fm turned up this when decided to month Sabena run Shulton Inc. its first fm campaign beyond the test Agency: Ralph Allum Inc., New York Apple Growers Association stage. The eight -week effort started March 13 in eight markets. Markets New York Agency: Charles IV. Hoyt Inc., are New York, Boston, Chicago, Los Product: GOOD -AIRE New York Angeles, San Francisco, Philadelphia, Product: APPLES Detroit and Washington, D. C. One Shulton's room spray deodorant is station in every city but New York the product behind a radio push in The apple growers have planned carries the spots; in New York, two 18 markets. Spots average between a two -week spurt to start at various stations broadcast for Sabena. Eve- 15 and 20 per week on each station. dates in New York State, New Eng- nings and weekends were preferred The nine-week campaign started land and Florida. New York cam- for all spots, which are scheduled March 3. Commercials are ET's, paign started March 16, will be fol- during classical music programs only. minutes. Howard Webb is the lowed by the New England cam- Timebuyer is Catherine Noble. con tact. paign on March 22. Florida stations will start tltc campaign on April 5. Approximately 50 stations were lined F. er M. Schaefer Brewing Co. up, carrying frequencies of 20 spots Agency: BBDO, New York The Texas Co. per week. Aim of the campaign is to clear the bins of apples that have Product: BEER Agency: Cunningham e IValsh Inc.. been in storage since the last harvest. New York margin of start dates for Announcements are live with the A wide keynotes die radio Product: TEXACO GASOLINE copy theme explaining why apples various markets Schaefer. year the brew- from storage are better than others. buy for This Texaco picked 13 markets on the er will run multi- station schedules in Doug Minim is the timebuyer. 1Vest Coast for a long -haul campaign 20 markets. Staggered starts run that features heavy frequencies of from March I through May 1. Fre- minute spots on weekends. One sta- quency range is from 40 to 100 spots York Racing Association tion in each market got the cam- New week in cadi market. Drive times per paign, which started in early March BIt1)O Inc., New York during the latter half of the trek, Agency: and will continue until the end nl early evening and weekend periods RACE EVENTS year. markets in other re- Product: are the times preferred. Contracts this Other gions may get some Texaco businc.' The New Yolk racing season is off vary, some calling for 26 -week sched- this Spring. Bill Santoni i' to a fast start with spots on selected ules. others 39 -week runs. ,john Nei - later stations in the metropolitan area. lin is timebuyer. timebuyer.

V. c. /(.1/)/O March 190 8

www.americanradiohistory.com When 5CPB FIVE-CHANNEL SELECTIVE PROGRAM REPEATER time

(e:

hiliti

USE MACKENZIE "INSTANT" AUDIO

Proven by millions of hours of continuous service

NOTHING FASTER... MACKENZIE 5CPB Five -Channel Selective NO HIGHER QUALITY! Program Repeater gives you quick returns on your fhe completely transistorized 5CPB features investment perfect quality and greatest reliability. It is the astest automated audio unit you can get ... TIME IS MONEY! And every second saved...every miscue :arefully designed and built to give you the or fluff that you eliminate means more time to be sold... ;ontinuous, dependable service you need. fewer penalties...and all of these mean greater return on your investment. A PERFECT COMPANION! MacKenzie 1CPR Instant Recorder-and single -channel The ruggedly built, completely dependable MACKENZIE 5CPB contains five continuous loop tapes that may be used playback repeater assures perfect pre- - simultaneously or individually...plays pre-recorded spots, recorded announcements.. made in leisure announcements, commercials, station breaks, jingles, music time. Provides natural live quality repro bridges, sound effects...any material requiring precision duction...instant playback...instant auto- cueing and instantaneous stop -start operation. Saves mat c erasure, interlocked against accidental seconds -minutes -hours...puts money in your pocket! operation. Saves waste motion, lost time... makes every precious second count.. for you!

Please contact us immediately. Gentlemen, o Please mail me the complete story on MACKENZIE maney.mokinq equipment.

Name Title Company Address City State

o Manager o s/ Norman ). Ostby, General Check how MACKENZIE "Instant" Audio can save you of least four minutes of e saleable time each day... or at least 120 INC. minutes of saleable time per month! eMACKENZIE ELECTRONICS, d coupon TODAY! ` 1025 NORTH Mc CADDEN PLACE. HOLLYWOOD >d, CALIF. / NOIIy.OoC 151E6

U. S. RADIO March 1961

www.americanradiohistory.com washington

NAB Radio Code Amendment The new NAB Radio Code setting maximums for advertising during a Sets Maximum Ad Time on Air broadcasting hour covers announcements and multiple sponsorship programs as well as single sponsorship shows as it did in the past. The amendment going into effect on May 1, states: "The maximum time to be used for advertising in announcement and /or multiple sponsorship programs shall not exceed an average of 14 minutes an hour, computed on a weekly basis; provided, however, that in no event shall the maximum exceed 18 minutes in any single hour or five minutes in any I5-minute segment. For the purpose of determining advertising limita- ti tions, such program types as 'classified,' 'swap shop,' 'shopping guide,' and farm auction programs shall be considered as containing one and a half minutes of advertising for each five minute segment."

Collins Indicates to NAB That Reorganization of the structure of the NAB in order to offer a "positive First Step Is Self- Improvement program designed effectively to remedy wrongs, to capture the public enthusiasm and to serve the public interest," is on the top of the association's agenda. LeRoy Collins, president of NAB, has outlined the program during his opening address to the NAB board of directors at its recent Palm Springs, Calif., meeting.

Sees Broadcasting Freedom Through Within the program to improve broadcasting's position, one of three Opposition to Excessive Regulation major areas that has most concerned Governor Collins is that of the ever- increasing governmental regulations placed upon the industry. He has indicated that the NAB must remain on guard against government imposition. In this respect, he notes that too often the networks and not the NAB are considered the spokesmen for the entire industry. "When big, important matters develop concerning broadcasting, NAB too often is not regarded as the primary contact. Rather, the networks are.... There is no sound reason why the networks should 'outrank' NAB. No segment of broadcasting, however important, should. If NAB is to speak for all of broadcasting, its voice should be stronger than the voice of any part of it.

Public Relations Can Be Improved "Instead of a multitude of voices," Governor Collins has emphasized that Through Industry -Wide Unity "broadcasting should have a better -unified voice which can and will be heard. We should seek a formalized method for coordinating NAB and non -NAB public relations activities as they affect the profession as a whole. Radio has made a beginning in this direction, through its 'Build Radio with Radio' campaign."

Quality Programming Will Bring Governor Collins feels that the ,public, and Washington, never be Respect to Broadcasting impressed "if we do not make some substantial further progress in the improvement of our own product ..." He laments the fact that NAB radio membership barely constitutes a majority of existing radio broadcasters. "I deem it a major responsibility of NAB to work toward an ever -increasing stature for radio, toward steadily increasing respect for the medium in the minds of the public, the advertising fraternity and,

tti U. S. RADIO Mardi 1961

www.americanradiohistory.com importantly, in the minds of the people engaged in radio broadcasting."

Board of Directors Chooses Three for Advisory Committee A special advisory committee to the ITA .,,proudly announces NAB president has been established. Members are: Clair R. McCollough, president and general manager of INCORPORATED a COMPLETE line the Steinman Stations, Lancaster, of Pa.; Thomas C. Bostic, president of Cascade Broadcasting Co., Yakima, Wash., and W. D. Rogers, president BROADCAST EQUIPMENT of KDUB -TV Lubbock, Tex. Mr. McCollough also has been elected All Powers -250 Watts chairman of the board of directors. to 50KW. Dependable Mr. Bostic and Mr. Rogers were High Level Modula- tion. High Efficiency elected in 1960 as chairman of the Circuitry. Automatic NAB radio board and the NAB tele- recycling. Remote Con- vision board, respectively. trol, Power Cutback, Conelrad. t NAB Radio Membership Stands At All -Time High; Items The NAB membership committee reports that as of January 1, radio membership stood at 2,261 10 Watts to 35KW. Su- stations perior Phase Modula- plus the four networks. In addition, tor. No Neutralization it is reported that there were 1,153 Controls Required. Modern Long Life Ce- subscribers to the Radio Code in- ramic Tubes. Multiplex cluding 102 non- member stations. F and Remote Control. Additional Plans Revealed For Radio Month Activities John M. Couric, manager, NAB Consoles - Single, public relations, declares there are Double, Triple Chan- new promotional aids to be used for nel; Stereo; Turn- b tables; Transcription Radio Month in May. These in- Equipment; Amplifiers clude: Bumper strips and postage -Limiting, AGC, Line, meter slugs, spot announcements, Remote and Monitor- AUDIO ing; Microphones; Ter- jingles and artwork for printed ma- minal Equipment; Test terial. These will be keyed to the Equipment. theme for the month, "Radio ... the Best Sound Around."

Engineering Conference Set To Run With NAB Meet in May The Engineering Advisory Commit- AUTOMATION tee of the NAB has discussed plans Guaranteed to be the most practical radio for the 1961 Broadcast Engineering automation system ever devised. De- Conference. signed and manufactured entirely by ITA, Inc. The annual conference will be held in Washington May 7 -10 in order to coincide with the NAB's 30th All ITA Products Feature the Following: ',annual convention. Topics sched- Free installation Supervision uled for discussion include technical Economically Priced Silicon Power Supplies papers on new designs and tech- Conservatively Rated II Instantaneous Field Service niques in broadcasting. In addition Field Proven Conventional Circuitry Standard Parts a number of exhibits of the latest de- Accessibility of all Components NI Flexibility of Application velopments in broadcast equipment will be shown. BROADCAST DIVISION At its meeting, the advisory com- 130 EAST BALTIMORE AVE., LANSDOWNE, PENNSYLVANIA ITA mittee discussed CLearbrook 9 -8200 a number of tech- Offices -Dallas Los Angeles Sacramento Cincinnati Chicago New York Philadelphia Atlanta nical problems from automation to INCORPORATED space communication. "A Complete Broadcasting Service"

U. S. RADIO March 1961 www.americanradiohistory.com ACCEPTANCE ...greatest ever!

Now more than ever, WCCO Radio delivers more listeners than all other Minneapolis-St. Paul stations combined! A record -shattering 62.1% share of audience in the latest Nielsen Station Index. This is the greatest share ever recorded since Nielsen began measuring the market. Dramatic proof that WCCO Radio's acceptance is now the greatest ever! Capturing the loyalty of 1,022,610 radio families in a 114 -county basic service area, WCCO Radio also delivers the lowest cost per thousand ... less than one -third the average cost of all other Twin Cities stations. It's a solid mark of solid acceptance ... the powerful way to dominate this major market in 1961.

WCCO RADIO delivers far more listeners than all other Minneapolis -St. Paul stations combined!

WCCO Radio 62.1%

Station B 10.1%

Station C 7.6%

Station D 5.4%

Station E 3.9% Five other stations 10.9%

Source: Nielsen Slal,on Inde +, November -December. 1960 /6 AMMidnigthl, 7.dy week.

12 U. S. 11,11)10 \I.,IrI l'n l

www.americanradiohistory.com RADIO Northwest's Only Minneapolis St. Paul 50,000 -Watt 1 -A Clear Channel Station

Represented by CBS RADIO SPOT SALES

U, S. RADIO March 1961

www.americanradiohistory.com the Vdie42yra

NEGRO Community Programming THIS MONTH:

ROBERT E. DUNVILLE

President Crosley Broadcasting Corporation

WLW Radio Is First to Receive Broadcast Pioneers' 'Mike Award'

SPANISH /PUERTO RICAN Programming Last month, Broadcast Pioneers con- 1944, he was promoted to vice presi- ferred its first "Mike Award" on dent and general manager of \\'LW. WLW Cincinnati for its contribu- He was born in St. Louis, Mo., on tions to broadcasting. A plaque with November 24, 1906. It was there that a gold -plated microphone eulogizes: he received his early education and "For distinguished contribution to first entered broadcasting. He was the art of broadcasting, and in recog- graduated from the University of nition of pioneering in development Missouri, Columbia, Mo., where he of the field of entertainment, leader- studied journalism. At he became ship in engineering development and 22, known as of adver- advancement of the careers of per- one the youngest forming artists." tising managers in the automotive The award carne as WL \V pre- industry in St. Louis. pared to celebrate its 39th anniver- Entering radio in 1931, he joined sary. This year marks, too, the 23rd the sales department of KMOX St. year of association between WLW Louis. He soon became assistant and Crosley Broadcasting Corp.'s general manager and stayed with president, Robert E. Dunville. KMOX until his appointment to of Whirl -Wind sales action 1\Ir. Dunville, who has been presi- WLW. dent since 1949, joined the exec- For many years, Mr. Dunville has utive staff of WLW in 1937. Within been interested in aviation, and is a a month he was named general man- qualified civilian pilot. He also is a WWRL ager of the then Crosley -owned skilled amateur "tinkerer" and main- NEW YORK DE 5 -1600 \VSAI Cincinnati. In less than a year, tains an extensive wood and metal 10:O0AM- 5.30PM Mr. Dunville became general man- workshop at his home, Willow Hill,

° 5 30PM.10 OOAM ager for both WLW and \VSAI. By near Cincinnati.

14 U. S. RADIO Mardi 1961

www.americanradiohistory.com LETTERS TO THE EDITOR LOCAL RADIO 3 STATIONS IN Farm Radio This past month I have heard a number of stations speak about the farm pro- That's what you get I free -lance my radio article that you carried in the Decem- in when you buy time on grams on KGBX, here Springfield. ber issue concerning the various I reading your fine January enjoyed radio programming services. Since I BIG in farm 5,000-WATT issue, reporting on the trends have been unable to secure a copy, I programs. Would it be possible to would appreciate a reprint if such is receive two copies of that issue, or available. maybe tear -sheets of the farm radio report? John J. Alves WFHR Southwestern Representative Recorded Program Services Loyd Evans WISCONSIN RAPIDS Radio Corporation of America Public Relations for Agriculture Dallas studios in Springfield, Mo. with full time

Congratulations on the compre- MARSHFIELD AND hensiveness of the farm radio section Real Estate STEVENS POINT ,of the January issue. Please send me a copy of the help- BIG Coverage at Lowest Cost - B. Charles Brokefield ful information on radio Per- Thousand . . 20 Years of WREC Memphis advertising as mentioned in Real Estate Oppor- Local Radio Service tunities issue of February 1960. A local realtor passed the article Your article in the January issue on to me with the suggestion that I concerning farm broadcasting has FHR write for the information suggested. been brought to my attention. WISCONSIN RAPIDS, WISC. It looks like you deserted the num- G. W. Gamet Phone HA -3 -7200 Manager Represented by Devney, Inc. ber one agricultural state in the WSDR Dixon, Ill. nation. Except for a mention of KFRE, which richly deserves it, you didn't have much to say about Cali- we can offer you fornia. Requests NOW There's no end to the work being We have seen by way of the RFD done in California in the farm Letter to radio farm directors from PROVEN broadcasting field, and right in the the United States Department of middle of all this is the California Agriculture that the January issue Farm Network. For more than 10 of u.s. RADIO carried the third annual years it has been feeding a 15- minute report on farm radio developments. RESULTS* farm show to farm -minded stations with these We are very interested in the de- in California. At the present time, velopments and would like to obtain TÉLÉ- BROADCASTER STATIONS IO stations from Sacramento to El a copy of the January issue. Centro are releasing this program. Regardless, W. Worthington IN we enjoyed your arti- Thurman Hartford - WPOP cle. You are to be complimented on Smith- Douglass Co. CONNECTICUT) Norfolk, Va. the time, space and effort that went into this coverage of farm broadcast- IN Kansas City - KUDL ing. IN Los Milton L. Levy Silver Mike Angeles- Manager (SPANISH LANGUAGE KALI MARKET) California Farm Network Gosh, I didn't know there was a Berkeley real "Silver Mike" on an attractive IN San Francisco - (SAN MATEO) KOFY ashtray involved in the recognition you accorded me in the January issue *TOP RATINGS IN AUDIENCE Wins Subscription of u.s. RADIO. I was swept off my feet BECAUSE WE by this attractive and useful gift. I * MORE LISTENERS PROGRAM TO At the Texas Broadcasters meet- PER DOLLAR am afraid I am more honored than PLEASE LISTEN- ing I had the good fortune to win a -* SPONSOR PREF. ERS AND TO deserving, but I accept your thought- ERENCE AFTER subscription to your magazine. PROMOTE SALES fulness with heartfelt thanks. TRYING "BOTH" This has been a favorite of mine STATIONS since you began publishing and I Lewis H. Avery For facts & figures CALL certainly want to thank you for the President Avery- Knodel Inc. A TELE- BROADCASTER STATION one year subscription. New York

U. S. RADIO March 1961 15

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

RETAIL 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 eight of Iowa's Metro Areas, combined, account for circulation of more than 10%. only of retail sales. 36% This circulation covers 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 buying power. 7. of State State's Sales State's Population Population CSI CSI (S000) Soles We know you know these facts. \Vhat about the Des Moines less experienced people who may help (or hurt) Metro Areas 184,700 9% 581,160 12% 101,903 11%

Iowa's 8 Leading your station -selections? We would be delighted to Metro Areas In- have the name cluding Des Moines 943,600 33% 1,837,797 38% 1,159.097 36% of anybody who should know the Remainder realities about radio -listening in Iowa. Write us, of Iowa 1.904,400 67% 7,915,489 62% 7.786,751 64% or PG\V! WHO for Iowa PLUS!

Des Moines . . . 50,000 Watts

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

_T Pean. Griffin, Woodward, Inc., Reprrsrnratirn

Ib U. S. 11/ID10 March 19(il

www.americanradiohistory.com U. S. RADIO ,11A1{Ctl 1961

Program Services

Unprecedented expansion in this area is marked by growth of new services that aim for individual station identity; for directory of services see p. 20

In the broad expanse of ices, specialized music packaging and ices is no longer a quiet business. radio broadcasting, there is counseling and a host of related For one thing, the word "program" no area that is undergoing items. has been put back in the name. For greater transformation than "pro- Developments in the field have ac- another, a stream of new blood has gram services." The quotation marks celerated at a quickening pace. It been flowing into the field, adding are intended only to point up the was only about two years ago that force to the mixture. large variety of services that now the suppliers of these aids, for the Although there are many facets to come under this heading. most part, were quietly going about program services, they all share a The field of program services, ac- a very quiet business. Up to that common objective: To make a radio cording to its practitioners, include time, the chief activity was provid- station's sound (programming and not only syndicated radio program- ing commercial mats for local ac- commercials) more individual and ming, but also jingles for local ad- counts. more professional. vertisers and on -air promotion, com- But today the complexion has "Stations realize that if they are mercial recording facilities and serv- changed completely. Program serv- to compete effectively with other ra-

U. S. RADIO March 1961 17 www.americanradiohistory.com program services

dio outlets in the market, they must ronto. "There is a significant in. torial Reports has set itself up to develop a sound programming struc- crease in featurettes (three minutes supply broadcasters with editorial ture to win listeners and to offer to or less) " opinion and background services. advertisers," states Alan Sands, presi- And Douglas Cramer, president of "Editorializing is a new broadcast dent of Alan Sands Productions, Cramer Productions, Los Angeles, operation," states Leslie Phillips, New York. "Many station managers asserts, "The trend is away from vice president, "and we are servicing are finding that they can gain a dis- quarter -hour or half -hour programs. stations to augment their communi- tinctive image in their listening area There is a demand for five- minute ty editorializing with opinion and by offering transcribed programs that programs of quality for local sta- material by famous names on na- are broadcast exclusively by them in tions to sell." tional and international issues." their markets." News programming has similarly The accent on news has led to the And Peter Frank, head of Peter seen an awakening. And specialized creation of Washington news set -ups Frank Organization Inc., whose services have been developed to meet by many group ownerships as well Richard Ullman Inc. (New York) new demands by stations. Among as the formation of independent division distributes various aids to the many outfits in the field now are services. It also has led to the devel- radio stations, says, "There is a such firms as Radio Press Interna- opment of special regional coverage, steadily increasing accent on indi- like Resort Radio Productions, At- vidual station sound together with lantic City, N. J., and Radio Pulse - markedly increased activity in the beat News, New York. jingle and merchandising fields." "The great flexibility of radio due to such devices as the beeper telephone and portable tape recorder Talk & Information has enabled radio to achieve its full role as a communications medium," Among the most discernible trends states Len Anteil, director, Resort in radio programming has been the Radio Productions. "News and in- integration of talk and information- formation can be disseminated with al fare into schedules. This has great speed." opened tip new horizons for sup- Blanketing the New York area, pliers of syndicated material. Radio Pulsebeat News offers full "We consider the most significant news -gathering activities including trend in radio programming the ad- on- the -spot interview recordings, dition of capsule talk programs by transmissions from news scenes and music and news stations," declares reproduction. Charles Basch Jr. of Basch Radio & Tv Productions, New York. "These clonal Inc. and Broadcast Editorial Music Still Staple programs run from one minute to Reports Inc., both New York. five minutes and cover practically RPI has been operating as an in- every kind of programming -come- dependent voiced news service for The staple of radio programming, dy, romance, mystery, how to do it, three years and the number of sub- of course, is music. And many spurts, advice column, etiquette and scribing stations now totals 60. changes are taking place as stations other subjects." It maintains a string of overseas attempt to keep pace with the tastes With the emphasis today on tight reporters in 26 news centers from of their publics. production in programming, most Algiers to Toronto as well as the Charles Scully, station relations stations across the country require United Nations, New York, Wash- for SESAC Inc., explains one change. shorter segments of talk and infor- ington, Atlanta, Cape Canaveral, "There has been an increased in- mation fare. Or stated another way, Miami and San Francisco. RPI trans- thistry -wide trend toward specialized "The most important development mits to its subscribing stations a LP programming. SESAC in 1959 is the growing use of 'quickie' pro- minimum of 90 international and began producing all recordings on gramming," says Janis Grayson, syn- national voiced reports from their hi fidelity 331/3 rpm long -playing dication manager, WICHSyndica- origination points every week. microgroove discs, packaged and tion, Norwich, Conn. Each report runs approximately color -coded for ease in programming "Feature program production is 45 seconds with the emphasis on by station personnel. These record diminishing," states John Gain[ord, actuality, on-the-spot reporting. ings may be purchased on an out- assistant to the execntiv: vice presi- IVith a growing number of sta- right sale basis in any quantity from dent of S. W. Caldwell Ltd., To- tions editorializing, Broadcast Edi- IO to 100 at prices ranging from

18 U. S. RADIO March 1961

www.americanradiohistory.com $2.80 to $1.90 each, depending upon medium -sized cities house produc- Gordon M. Day Productions, New the number ordered." tion organizations. York, states, "The most significant Broadcast Music Inc. has just cele- " \Ve believe the most significant trend in jingles and commercials is brated its 20th anniversary of pro- trend," states Frank Knight, vice the new realization among agencies viding music services to the broad- president, World Broadcasting Sys- that broadcast advertising must be cast business. In addition to its tem, New York, "is in providing sta- good advertising. Through painful licensing arrangements, BMI also tions with two things. First, corn - trial and error with the facile, the has other programming services and mercial jingles that are expertly pro- over-clever and the ' pretty -pretty,' aids. It publishes a yearly brochure, knowledgeable advertisers are com- "Concert Music Hall," an outline of ing back to the first class profes- concert music activity, and brochures sional selling commercial. on jazz figures and a series of book "Why ?" he asks. "Because the sell- review programs. A script program ing commercial moves the merchan- on historical events, Milestones, has dise off the shelves." been changed from a quarter -hour format to one- and two- minute capsules. Dallas Center One recent development in the music programming field that bears Dallas is making a name for itself watching is the formation of Record in the commercial recording field. Source Inc. The firm, headed by vet- Among its leaders are Futursonic eran record executive Hal Cook, of- Productions Inc., Commercial Re- fers records of every major label in cording Corp. and Pains Produc- a package arrangement for stations tions. that are not on the mailing lists of Futursonic estimates that these manufacturers. RSI has a variety of three firms add "about $250,000 to packages, with the records for each duced to meet 1961 marketing the income of the Dallas area vocal- unit selected by the music staff of needs. These must have a profes- ists and musicians each year." The Billboard. sional sound and persuasiveness. Sec- Individualized station service is "To many stations across the ond, production aids to fit many sta- stressed by these firms. country," explains Mr. Cook, "get- tion needs, both commercial and "In the past, the jingle industry ting fresh and appropriate records service, with the accent on newness has been primarily concerned with rL is a major problem. The questions and finesse." station I.D.'s," states Jerry Whit- management has to answer are: A. B. Sambrook, manager of RCA man, advertising and promotion di- Which of the new releases will win Recorded Program Services, New rector of Futursonic. "However, we popular favor? Who makes them? York, comments, "The production have come to realize a definite need How can we get them? of local sponsor selling promotions for more varied and complete pro- "At the same time, many record and merchandising materials for gramming and promotion services. makers have the parallel problem of subscriber sale to local advertisers To satisfy this need, we have devel- getting their releases to stations as well as materials for a station's oped a consultation department to quickly and economically. RSI was own promotion are among the most handle matters of programming, conceived as a catalyst to bring sta- important developments in the field spot production and use of musical tions and record manufacturers to- of program services." jingles together with other produc- 'igether." The company offers album Production firms emphasize that tion aids to insure maximum effec- (r'Products as well as singles. definite movement in the tiveness for each station." fiir there is a direction of customized material of The use of musical commercials is professional quality. growing, according to the t.'.S. RADIO Jingle Production "There is a trend away from 'all - survey. This is true both on the local purpose jingles' and to specific call and national levels. Production of jingles for audience letters and features made especially "A recent national survey of 223 4 promotion and commercials is a (even though more expensively) for major advertising agencies," states ',burgeoning area of program services. individual stations, individuals and Phil Davis, president, Phil Davis And there are no geographical their programs and titles," declares Musical Enterprises Inc., New York, boundaries for the firms creating Edward Truman, owner, Crane "has indicated that 82.6 percent now these services. New York, Dallas, Publications, Los Angeles. employ the specialized services of Los Angeles, Chicago and many And Gordon Day, president of professional creative musical com-

,U. S. RADIO March 1961 19 www.americanradiohistory.com program services

mercial producers. Some agencies more advantageous position by es- that agrees in advance to buy a formerly originated music in their tablishing an on -air salesman as specified amount of time on the sta- own shops, but have discontinued their representative wherever and tion. that practice in favor of professional whenever their message is broad- This advertiser then is entitled to assistance, which is billable, cuts cast." three audition jingles. If he does down overhead costs and provides a An effort to link the creative as- not care for these, he is under no wider field of creative talent." pects of a recorded singing commer- obligation to buy the time. The creation of packaged com- Ad -image provides complete sales mercials for local advertisers is gain- aid for the station during the opera- ing in acceptance, too. In the past tion of this project. An account year, the number of firms that spe- supervisor of the firm works with cialize in this area have grown con- the local station sales force in pre- siderably. senting the concept to a prospective advertiser. Generally, the target accounts selected by the station are 'Excitement' those that have been tough to land for a variety of reasons. "More and more local advertisers Ad- image, owned by Harold are going to production commercials Raphael and Adele Purcell, believes on E.T.'s for excitement," declares that new local accounts can be won Jim Maxwell, president and general over to radio by offering these ad- manager of Globe Recording Studio vertisers custom -tailored commer- Inc., Nashville. cial to the development of local sales cials. And Charles Fuller, who heads has been instituted by Ad -image Predicated on a radio station's de- Charles Fuller Productions, Tampa, Inc., New York. sire to achieve individual and sepa- Fla., states, "There is a greater use Working with one station in a rate identity, the many suppliers of by local advertisers of packaged com- market, this firm will produce an program services are undergoing mercials. Advertisers seem to feel original, custom- tailored singing considerable change and expansion that they place themselves in a much commercial for a specific account in an effort to meet the need.

1!N!!I17111t1111 I! II 111111 1111111 II II 11u!unm!!!u!1!1!uu!!u!rlm1m!I!91 IIIIIII 11111111111111111111111111.. !1!1!!IIII II!!III!!1!1!1!I III II I!1!1!1!!!!1!1!I II IIIII I!1!!I I!I!I1!1!1!IIII!1!IIIIII!!!I II I!1!II!I 11111.1111111 11111111111111111E11 11 111111111111 IIIIIIIIIIII .111. Services Directory

Here's a directory of firms responding to the program services questionnaire survey; it includes the firm's names and addresses as well as the services offered

20 U. S. /ì.I/)/O March 1961

www.americanradiohistory.com Ad -image Inc. Capitol Transcriptions Inc. 527 Madison Ave., New York 620 11th St., N.W., Washington, D. C. Serrices: Services: Produces and distributes custom -made singing commercials Tapes of news conferences including, Presidential, Sec. of to aid local broadcasters in gaining new advertisers. State, Cabinet Members, Congressmen and Pentagon; jingle production and other sales aids with full orchestra facilities; Associated Radio & Television Studios Inc. "Talking Postcards" for direct mail program promotions; 1409 -11 Fourth St. South, St. Petersburg, Fla. message repeater cartridges for all makes (clients: Toledo Services: "Talking" Scales, 'McIntosh "Lectour," and others) ; tape duplication Metromodern Radio Series offering custom production of and studio services (clients American Forum of the Air, Youth Wants to Know, ; complete station formats including news, sports, weather, World Views, and others) ET's, LP's, custom cut acetates show openings, station promos and commercials; recording 45's- or vinyl pressings. services for such activities as public relations, conventions Commercial Recording Corporation and grand openings; operates a radio announcers school. P.O. Box 6726, Dallas, Tex. Services: Audio Duplication Services Produces jingles, musical commercials. underscoring and 239 E. Church St., Morion, O. effects for advertising and station promotion. Services: Background music and background music playback equip- Contemporary Productions ment; high speed tape duplication. 8332 Sagamore, Kansas City, Mo. Services: Basch Radio & Television Productions Provides programming aids for fm and am programming 17 E. 45th St., New York such as: classical music in half -hour blocks for fm; produc- Services: tion ID's. 20 -. 30- and 60- second announcements, aimed at Produces radio programs, jingles commercials both live creating station image: fm production aids; jingle series for and transcription. am stations in small markets. Corelli- Jacobs Film Music Inc. Broadcast Editorial Reports Inc. 723 Seventh Ave., New York 33 E. 39th St., New York Services: Services: Background music library on disc and tape; editing of Provides editorial opinion and background services developed music and sound effects. by well -known short on public affairs newsmen; features Cramer Productions and the commentary series Imperial Press Club. P. O. Box 75872 Sanford Station, Los Angeles Services: Broadcast Music Inc. Produces and syndicates 589 Fifth Ave., New York programs including, Moments in History, a five- minute. five -day a week program using orig- Services: inal voice tracks of famous people and events, 260 units Acquires performing rights from independent writers and available. collects license fees from organizations which perform music for profit and makes payment to the creators of the music. Crane Publications Publishes a yearly brochure, "Concert Music Hall." an out- 1826 Jewett Dr., Los Angeles line of concert music activity. Prepares and distributes bro- Services: chures on jazz composers and a series of book review pro- Provides cue music for commercials or entire shows; com- grams. The format of Milestones a quarter -hour script on poses spots and themes; maintains a tape library of sound historical events that coincide with a present date (i.e. Pearl effects. Harbor two - Day -Dec. 7) has been changed to one- and Creative Services Inc. minute capsules. 75 E. Wacker Dr., Chicago Serrices: S. W. Caldwell Ltd. Produces and acts as distributors for producers of capsule 447 Jarvis St., Toronto, Canada and longer features including: Guidance Message in the Services: Stars, a daily 30- second horoscope with a package total of Produces custom programs and jingle recordings: Canadian 84 a week, Jonathan Price, one -minute family problems cap- representatives for Lang -Worth "Radio Hucksters" and "Air sule package of 20 a week, The Man In Your House, five - Lifts." minute open end show for women, package of five a week, ,)Medal of Honor, five- minute, open end dramatic series on C /Hear Services civilian and military heroes. All these packages are available 210 E. 47th St., New York in combinations of two or more contracted under the title Services: of Radio Orbit and available to broadcasters with supple- Produces and distributes comedy introductions to standard mentary promotional material. Several new shows include: and popular records for use by station disc jockeys. Pro- It Happened in Sports with champion bowler Joe Wilson, grams run from 20 seconds to one minute. You Can Be Beautiful with beauty specialist Sid Simons

U. S. RADIO March 1961 21

www.americanradiohistory.com program services

and Kitchens Around the irorld. All of preceeding are one- personal money management, home improvement, gardening, minute capsules. A new 15- minute feature entitled Star boating, odd sports facts. advice to the lovelorn, Hollywood Interviews is being made available. interviews and two humor shows, Pardon My Blooper and Alfred Dovidson Fashion and Merchondising Consultont Inc. the Cal Pinney Show. These features are available in pack- 8 W. 56th St., New York ages with 260 to 1,040 units in each with custom openings Services: and closings using personality in show. Also distributes half - Produces and syndicates The World of Fashion, a one- hour dramatic shows including, Let George Do It, Moment minute capsule interview with fashion personalities. of Peril, Arm Chair Theatre, Doctor's Story, Murder at Mid- Phil Doris Musicol Enterprises Inc. night, T.men Confidential and others. These shows are available on a 26 -week contract. Also produces and distributes 59 E. 54th St., New York Serrices: station ID jingles. Produces custom-made musical commercials for transcrip- H -R Productions Inc. tions; acts as musical consultant to agencies; composes 17 E. 45th St., New York original music and copy approaches for spot campaigns. Serrices: Gordon M. Day Productions Produces one- and three -minute stories on stamp collecting; 15 W. 44th St., New York background music, production numbers and sound effects. Serrices: International Good Music Inc. Produces jingles and spots for advertisers; produces station 1151 Ellis St., Bellingham, Wosh. ID's. Services: Charles Fuller Productions Provides "Heritage Music" programming and automation for P.O. Box 10513, Tampa, Fla. fm stations. Services: Frederick Jocky Productions Provides commercial jingles, comedy station breaks and 230 N. Michigan Ave., Chicago other special introductions; package program services in- Services: clude: Playback a daily five-minute feature on historical Produces production aids. commercials, jingles and radio events; Pinpoint, a daily commentary on national and inter- station aids. national affairs; Our Community, a weekly half -hour "com Koy -Tee Productions Inc. munity booster" format featuring important guests and inter- 5035 Brookfield Lone, Clorence, N. Y. views of interest to the particular community (tape) ; This Services: is Their Music, weekly feature on music, 13 educational Programs and produces a monthly radio continuity service units available; Tht Ed Bray Show, daily 60- minute disc including sales aids. special features syndicated for radio jockey show; Coffee Time, every- other -day interviews with and recorded features for individual stations. interesting persons. Long -Worth Feature Progroms Inc. Futursonic Productions Inc. 1755 Broodwoy, New York 3103 Routh St., Dallas Services: Services: Produces and distributes "Radio Hucksters" and "Air Lift" Produces musical station ID's; provides "Customcraft" serv- musical commercials and airlifts for station image and indi- ice, a complete package of jingles directed toward creating viduality; tailor -made commercials; local station promotions; station's image; musical productions and sound effects for syndicates "Radio Vignettes." one -minute capsules. special programs and promotions; musical productions for M -J Productions advertisers; syndicated sales aid for marketing radio time. 2899 Templeton Rd., Columbus, O. Georgetown University Serrices: 37th & O streets, Washington, D. C. Produces a five- minute. open end feature, The Two of Us Services: and a special order Christmas program, Holiday Magic as Produces and distributes a 28- minute 45- second panel dis- well as production radio spots (no jingles). cussion program entitled Georgetown University Radio Modern Sound Inc. Forum; program is non -commercial, educational and is New York recorded weekly. 312 W. 58th St., Services: Globe Recording Studio Inc. Provides "original sounds" and music for commercials. 420 Broad St., Noshville, Tenn. is furnished by Sonny Lester. Services: Music Produces recorded commercials, jingles, taped programs, George Logan Price Inc. electrical transcriptions, air checks, recording tape masters 20828 Pocific Coast Hwy., Molibu, Calif. and custom pressings. Serrices: Offers 52 half -hour transcriptions that are episodes from Harry S. Goodman Productions Inc. Lining Pages. 19 E. 53rd St., New York the Bible, entitled Serrires: Programatic Broadcosting Service Distributes Allen Funt's Candid Mike, a five -minute comedy 229 Park Ave. South, New York feature. 200 units available; under heading of "Listener's Serrices: Digest Concept." distributes 14 features running less than Provides automated equipment and taped music programs a minute. Features are on such topics as child care, health, plus special taped features for fin and am stations.

22 U. S. RADIO March 1961 www.americanradiohistory.com Program Development 8 Research Radio Pulsebeat News 33 W. 60th St., New York 153 -27 Hillside Ave., Jamaica, N. Y. Serrices: Services: Provides researched scripts, under the title of "Informacast," Provides a mobile news service to broadcasters; covers New on various subjects. Basic library has 250 scripts with 50 York area news breaks. Covers other events such as the new ones added each month. Presidential news conference by tape. Public Affairs Radio Inc. Radio 8 TV Roundup Productions 150 Broadway, New York 111 Maplewood Ave., Maplewood, N. J. Services: Services: Produces and distributes Dateline: Wall Street, a taped 15- Produces and syndicates one-, five- and 15- minute features minute weekly summary of finance, shipped air mail /special on the following subjects: agriculture, religion, safety, women's interest, fashion, business medicine, science, delivery and This is Wall Street, a daily two and a half - trends, minute summary of stock market closings with a commen- education, travel and interview programs; syndicates the tary by a financial expert. Latter is sent out over telephone following productions; Radio USA Newsreel, Farm Digest, lines. Focus on Fashion, Family Communion Crusade, It's a Funny World and National Hostess Council. R.C.A. Recorded Program Services Enterprises 155 E. 24th St., New York RadiOzark Inc. Services: Radio -TV Bldg., Springfield, Mo. In addition to the RCA Thesaurus Music Library and the Serrices: RCA Thesaurus Commercial Library the RCA syndicated Produces quarter -hour open end shows to be run three or five days per week. Shows are: The Tennessee Ernie Ford radio programs include: The Playhouse of Favorites, a half - hour series of the classics, with 52 available episodes; The Show with 260 episodes. The Red Foley Show with 156 epi- The Show with Haunting Hour, a half -hour series of famous mysteries, also sodes and Smiley Barnette 292 episodes. 52 available episodes; A House in the Country, 52 half -hours Recorded Publications Mfg. Co., Inc. of comedy; The Weird Circle, 78 half -hour episodes of sus- 1558 -1570 Pierce Ave., New York pense; Aunt Mary, 605 serials. five a week series; Dr. Paul, Services: over 520 episodes of this 15- minute, five a week series; Produces commercials. jingles. tape and record reproduc- Betty and Bob, another 15- minute serial of a typical young tions of station programming. American Magic couple with 390 episodes available; The Record Source Inc. Christmas Window, this is a quarter -hour show for children 333 E. 46th St., New York with 25 episodes available; Come and Get It is a quiz on food Services: facts, 15 minute units a 3 -more a week are available on -or Provides recordings such as: "Hot 100," the top ten records basis, 156 units; Five Minute ,Mysteries, a series of mystery of the week. shipped weekly , "Easy Listening," six of the episodes, offers 260 episodes; Most Out of Life, Getting the top non rock 'n roll records each week; "Country Music"; a five- minute, inspirational program with 117 available "Popular Album," 10 new monthly albums each month episodes; The Name You Will Remember, a show personality featuring new popular LP releases: "Classical Album," running five minutes with 250 available units. In addition 5 new albums each month; "Catalog Album Service" pro - RCA offers The Joy We Share, Automotive Sales Library, vides albums in 16 different categories. and Jackie Robinson's Sport Show. Resort Radio Productions Radio Press International Inc. 7 S. Cambridge Ave., Atlantic City, N. J. 18 E. 50th St., New York Services: Serrices: Produces and distributes the .Hiss America Pageant each Provides Main- international news service by subscription. year; covers conventions in Atlantic City. plus other special tains to national and overseas news bureaus and provides news events. subscribers a minimum of 90 reports a week; each report runs approximately 45 seconds and is edited and ready for Richard H. Roffman Assoc. broadcast. 675 West End Ave., New York Serrices: Radio Press News Services Produces programming and production aids. audience pro- B -8 Hillside Manor, New Hyde Park, N.Y. motions, contest ideas and provides talent representation. Services: Provides coverage of news events through special mobile Jock Russell & Assoc. service plus special features from five to 12 and a half minutes 203 N. Wabash Ave., Chicago in length. Serrices: Produces commercials and jingles. and provides talent Radio Programming Service consultation. 38 E. 57th St., New York Serrices: Alan Sands Productions Offers two features entitled "Mink Mats," a daily stock 565 Fifth Ave., New York market report on economic trends running one minute, 260 Services: programs available for 52 weeks and 260 one -minute capsules Produces the following transcribed radio series: Minute Tips on marriage counseling. on Your Child and You, on baby and child care with 260

U. S. RADIO March 1961 23 www.americanradiohistory.com program services

capsule programs available; Your Guide to Good Health Trand Assoc. with Dr. Lester Coleman, 390 capsules on better health; 13 E. 53rd St., New York The Right Thing To Do with Amy Vanderbilt. Services: Packages and distributes these features: At Home aid] Sesac Inc. Virginia Graham, a daily five- minute feature on general 10 Columbus Circle, New York topics; Celebrity Talk, a ten -minute interview program; Services: Weekly News Analysis with John Cameron Swayze, a ten - the Provides an LP album service featuring top artists; minute weekly news shows with two openings for local com- "Drummers," a series of programming production and sales mercials. aids; Country and Western "Drummers," sales and programming aids for Country and Western broadcasters; Richard H. Ullman Inc. script service for various national holiday observances. (div. of The Peter Frank Organization Inc.) 1271 Sixth Ave., New York Show -Biz Comedy Service Services: 65 Parkway Court, Brooklyn, N. Y. In addition to the "Big Sound" library of program aids for Services: commercials, music, news, sportscasts and special events, Provides comedy programming ideas for disc jockeys, gags this distribution division of The Peter Frank Organization for commercials and ideas for audience promotions. will soon introduce a new package. It is geared for "high- speed" stations, and includes special station ID's, separators. Signal Productions Inc. pows, stings; programming aids such as comedy "wild 6223 Selma Ave., Hollywood tracks" to be used as separators; news and sports promos; Serrices: commercial beds and a nation -wide monitoring service. Produces and syndicates the following open end programs: Other specialties include: "Golden Era Jingles." based on Point of Law, a five-minute daily capsule series on actual song hits of the past, produced by IMN; "Jet Jingles," court cases. 760 episodes; Almanac, a five- minute daily produced for Negro stations; "Soundsational Jingles," pro- series on weather and the seasons, 260 episodes; Doctor's duced by IMN for "high- speed" stations; "Swinging Radio" House Call, five -minute report on health, and medicine, 260 and "Swing- Western" jingles, the latter produced by IMN episodes; Don't You Believe it, five -minute daily series docu- and the development of commercial jingles for "The Big menting true -life incidents that debunk popular misconcep- Sound." tions, 260 episodes. Upper Room Radio -Tv Parish George Skinner Radio Featurettes 1908 Grand Ave., Nashville, Tenn. 1755 Broadway, New York Services: Serrices: Produces 15- minute devotional programs on a seasonal basis Produces under -a- minute talk programs; Strictly for Men, and Thought for the Day scripts for daily use. Tips to Mother, Wonderful World of the Automobile, The WGN Syndication Sales Glamour Point, Tasty Tips on Feed, Candy Jones' Beauty, 2501 Bradley Place, Chicago Alan's Best Friend and a new health feature. Distributes Services: through Lang -Worth Feature Programs at above address. Produces international Showroom with Wally Phillips, a 40- Sigmund Spaeth segment series of 15- minute programs purchased by Inter- 400 E. 58th St., New York national Harvester for national distribution. Serrices: WI CH- Syndication with both serious and Provides programs dealing music. P. O. Box 551, Norwich, Conn. popular, such as The Tune Detective. Services: Hal Tate Productions Productions include: The Otto Graham Show in two versions 192 N. Clark St., Chicago (quarter hour or six 60- second's), offering a weekly football Serrices: forecast; Your Income Tax, a weekly set of 12 half-minute Syndicates Who's Talking, a nationally transcribed feature income tax tips; Tommy Armour's Golf Tips, five weekly in which celebrities give poetic clues about themselves; 30 -45 second spots; The Insurance Answer Man, a 39 -week geared for telephone quizzes. script series with each segment running 20.30 seconds; Margaret Thompson, 30- second units ou food preparation, Tele -Sound Productions Inc. packaged at ten -a -week: and a commercial jingle service. 1026 Pennsylvania Bldg., Washington, D. C. Serrices: World Broadcasting System Inc. Suburban Station Bldg., Philadelphia Offers such program services as: custom tailored sponsor Serrices: jingles, station ID and promotion jingles, weather jingles. "zany" sound effects, quality sound effects, record introduc- Produces: commercial jingles; station service features in- tions and gimmick voices. cluding multiple ID's. weather. news, tinte, introductions, traffic and road conditions and so forth; production aids Television, Radio t Film Commission of the Methodist Church such as, fanfares, interludes, mood effects; station promo- 1525 McGavock St., Nashville, Tenn. tions; Christmas features; commercial lead -ins; back Serrices: grounds; dramatic and humorous readings and other fea- Produces and distributes religious programs. tures and effects.

24 U. S. RADIO March 1961 www.americanradiohistory.com How Milnof Spreads The Word

Words without music pave the "If you can't fight 'em, join 'em" is the old slogan. ft's also the old archaic slogan, soft -spoken road to selling according to account and copy people at D'Arcy Advertising Co , St. housewives a milk compound Louis. D'Arcy and client Minot Co., pro- in 25 regional markets ducer and packager of Minot, a milk compound for consumer con- sumption, discarded the time -worn slogan for their radio advertising campaign this year. Minot, a four -state regional mar- keter, wanted to attract listener interest with its campaign through a commercial approach that differed from adjacent programs and coni-

. .11)l0 Al;nc)i I 1li1 25

www.americanradiohistory.com milnot

mercials. The company worked out, or regional radio advertisers in that with D'Arcy, a soft -sell, no jingle the commercials are narrative with campaign voiced by "natural people no music or jingle. The narrative in natural circumstances." commercial was chosen by the agen- The result, the agency says, has cy after much thought and research. justified the premise. Considerably strong judgments back up this choice. One -Year Contract D'Arcy discussions on copy brought to light some of the facts of radio The coalition between Milnot and life. Some questions that evolved: D'Arcy began late in 1959 when the What's more rare today than a St. Louis agency acquired the ac- radio spot without a jingle, music count from McCann- Erickson, Chi- and hard -sell . . . an old time, cago. The D'Arcy decision to align softly spoken, listenable commer- Milnot advertising with spot radio cial? was not a new one. Milnot has been What stands out more than a a radio advertiser for no less than 20 straight radio spot on a station years, according to Robert Ogle, ac- airing the standard pattern of count executive. musical programming and hard Radio plans for 1961 encompass selling commercials to which 27 stations in Illinois, Indiana, Mis- we've become accustomed in re- MEDIA SPECIALIST, J. Dolan Walsh doubles souri and Oklahoma. contracts as account executive and assistant manager of The cent years? D'Arcy media department. He is assigned to run for 52 weeks on all stations, Milnot because of client's large use of radio. buying time in a minimum of 20 Naturalism weeks. Heaviest concentration of well spots is toward the weekend- Thurs- "A point taken," concluded day, Friday, Saturday -when grocery a D'Arcy creative team as its mem- format for shopping is at its peak. bers reached for a new But-Milnot's association with the the radio spot series for \Iilnot. sound medium was not always so "We'll get attention, particularly on 'music' stations, if we use natural close. During D'Arcy's first year on the account, Milnot was on the air people in natural situations, react- in four markets only: Chicago, St. ing normally on learning for the Louis, Oklahoma City, Tulsa. In first time about Milnot and its qual- each of these cities two leading sta- ities and uses. Change of pace spots tions were used. -unadulterated conversation," some one suggested. "Let's try it." Agree- ment was unanimous. $125,000 in Radio Both the account supervisor, Mar- By 1961, the agency had decided vin D. McQueen, and the account to go ahead with more radio, espe- executive, \h-. Ogle, supported the be ACCOUNT EXECUTIVE. Robert P. Ogle specially in non -metropolitan centers. idea. The spots for radio had to cializes in food accounts. "Milnof spots meet Purpose was to broaden the reach, integrated with the campaign's copy the change of pace requirement . in drum in the slogan, "If cows could, theme, "If cows could, they'd give sharp contrast to the fare on 'music' stations." they'd give Milnot." According to Milnot." And spots were to be Accoun t Executive Ogle, \Iilnot beamed to homemakers in the mid- now puts one -fourth of its adver- dle and upper income brackets. tising budget into radio. u. s. RAUto The goal of the campaign, accord- estimates that the radio figure may ing to Mr. Ogle, was to upgrade the reach $125,000. Milnot puts the rest image of Milnot by pointing out its of its money into newspaper and many uses in cooking and baking. outdoor. whipped for desserts and in coffee- Milnot's campaign is a departure for any daily milk needs at home, from the practice of most national for that matter.

26 U. C. N.ia)fO \LIts h 1961

www.americanradiohistory.com If coves could... theyd give \I MILNOT

GIANT OUTDOOR billboard complements radio copy, delivers impressions of campaign theme: "If cows could, they'd give Milnot." Billboards appear in Chicago, Indianapolis, St. Louis, Kansas City, Tulsa and Oklahoma City. Radio campaign intensifies preceding holiday weekends.

Walter A. Armbruster, D'Arcy Here is an example: MAN: Is that Milnot you use copy director, called on a radio -tv on our cereal? WOMAN: I've got to get the specialty writer, Elinor Ohm, to de- WOMAN: And in ice cream potatoes and stuff . . . velop the idea. When she had com- sauces, cookies, waf you go over there and get pleted the commercials long se- fles, cakes, candies, -a three cans of Milnot. ries of them copy experts, the omelets and meat loaf. -the MAN: Milnot? What do you do account men, Dolan Walsh and Mr. And . . . with that? Ogle, and John J. Weber of the ra- MAN : (Interrupting) So I'll WOMAN: I just make all your dio-tv department chose the most go and get the Milnot. favorite dishes with it, suitable. The commercials were You always use it in place that's all. then presented to the client on tape, of milk and cream? MAN: (Indignant) My favor as part of D'Arcy's 1961 advertising WOMAN: You know what their ite dish is pumpkin pie presentation. According to Mr. Ogle, slogan is: "If cows with whipped cream. You approval was immediate. could, they'd give Mil with don't make that Mil not." not! MAN: Hey, that's a good Retail Scene WOMAN:(Chuckles)Oh, don't one ! (Going off) "If cows the Milnot, I? Go get could, they'd give MIL Why was approval so fast? Mr. George. NOT." Ogle thinks the commercials were a MAN: So maybe the pumpkin hit because "Using the grocery, the pie! But you don't make retail outlet, as the scene for each of whipped cream with Mil Pleasant Soft -sell the situations portrayed was so not ! natural. The situations themselves WOMAN: George, Milnot whips These are straight, conversational

were typical, completely unforced. . . . you've been eating commercials, no musical back- The reactions of the people were so it on puddings for the ground, no jingle, delivering a plea- normal. There's the man searching last 10 years. sant, soft -sell message. They're lis - the store shelves for Milnot, aided MAN: Really? Does Milnot tenable, the agency thinks, and have by a clerk who explains what it is, cost less than cream? maximum impact and appeal. And and the housewife relating Milnot's WOMAN: Costs even less than using the grocery as a setting gives uses to her husband while shop- milk. Now please go get the client the greatest possible mer- ping." the Milnot, honey. chandising potential.

U. S. RADIO March 1961 ?7

www.americanradiohistory.com milnot

Six commercials are in the origi- exposure in non -metropolitan mar- "Considerable research and testing nal package for the client, including kets. Working in a four -state area, was done to determine the accept- three 60-second dialogues and three Milnot can get deep penetration with ability of the radio campaign, as well 30- second monologues, all extolling radio. as the copy line for the three -media the uses of Milnot. The campaign schedule," Mr. Ogle points out. went on the air on 27 stations in 23 Merchandising The result? The client is happy markets in Milnot's four -state mar- with the campaign, and listener re- keting area the week of January 16 "Milnot's regional distribution sponse to commercials has been to 21. Additional commercials will does not affect radio use except highly favorable. It is too early to be added as the campaign progresses. where radio has an over -lap into tell whether sales have taken a jump. states where the company has no Milnot insists that it is not thinking Media Coordination distribution," Mr. Ogle explains. about expanding its marketing ter- "For example, we do not use radio ritory; thus it is a moot question This schedule will be coordinated in Kansas City, Mo., because Milnot whether the company's use of radio closely with the newspaper cam- is not sold in Kansas. Any radio buy will be enlarged. But if the present paign. Twelve air weeks coincide in Kansas City would be more than campaign pays big dividends, the with the appearance of Milnot's 200 - 50 percent wasted. To a slight de- agency does not consider the possi- line recipe ads. The remaining radio gree, this is the case in Chicago, bility of hiking the size of its radio will be heard in the weeks preceding where there is an over -lapping with schedule completely out of the ques- holidays. Milnot's print ads appear Wisconsin. tion. in roughly 130 newspapers in Illi- "Milnot takes full advantage of nois, Indiana, Missouri and Okla- radio station merchandising facili- homa. Outdoor posters are placed ties. Basically, Milnot does not use Full Distribution in metropolitan areas only. station personalities, since we're Radio is used to amplify the same using ET's and there can be no di- The Milnot Co. was founded near- copy line that appears in the news- rect promotion tie -in between them ly 26 years ago, and is headquartered paper ads and outdoor posters. The and Milnot salesmen. In -store pro- in Litchfield, Ill. It started as a spots are aired in daytime only, motions do tie in with radio com- dairy, gradually switched to produc- 9 a.m. to 5 p.m. Mr. Ogle explains mercials," he continues, "because all ing Milnot, its only product. Milnot that the agency selects stations on a the point -of -sale material is directed is a milk compound that is packaged high rating basis. The markets cho- to the new theme-'If cows could, nad sold in cans. It has 100 percent sen are based on the need for more they'd give Minot.' distribution in four states.

--.11-.11aLsZa I 11 '111111111111IR ! 1111111111AI4 IIIIbII4111111I11111111W111dI1I11R11 -1'111111

MILNOT RADIO FACTS

1. Milnot spends $125,000 in regional spot radio each year

2. Spot schedules run on 27 stations in midwestern markets

3. Concentration is on housewives, heavy daytime listeners

4. Thursday, Friday and Saturday are peak shopping, peak spot days

5. D'Arcy holds 52 -week radio contracts with 20 -week spot base

28 l'. R.1/./ti) . ALn,li 1 nGI

www.americanradiohistory.com How Good Is Your Trade Vocabulary?

This glossary of radio terms, compiled by Ohio Stations Representatives, Cleveland, is intended as a guide of most -used or most -referred -to terms in radio advertising

A AM -Audio modulation. Am radio is what is listened to on the normal broadcast band. Position on the dial spoken of in kilocycles. ADJACENCY -Announcements adjacent to programs. For example: After world news or before sports roundup. This information is usually used by agencies in selecting from a list of "avails" or availabilities the times that an Any Questions or Comments? advertiser wants to use for his announcements. AFFIDAVIT -Newspapers and magazines enclose tear sheets of ads with their invoices. Broadcasting stations include affidavits with their invoices to verify that the Additions, changes or even announcements were on the air. AGENCY COMMISSION- Fifteen percent commission usu- deletions are encouraged ally allowed by advertising media to accredited advertising agencies. ANNOUNCEMENT -A broadcast commercial or advertise- by those readers finding ment. Sometimes referred to as a spot or a spot announcement. pause to question or AUDIENCE BREAKDOWN -Part of an audience survey showing the relative share of the total audience with comment on any of the which each station is credited. AUDIENCE COMPOSITION -Information which accom- terms appearing in panies some audience surveys. It usually shows men, women, teenagers and children listening to each program or station in every 100 homes. the adjoining glossary. AUDIENCE SURVEY -Study of estimated listening to various stations in a market. Usually shows the percentage of the radio homes in the area which are listening (homes using radio or sets in use) ; the percentage of the total listeners who are listening to each station (share of audience), and the total number of homes tuned to each station (rating). Some surveys provide additional information such as the age and sex of listeners to each station, the cumulative audience and other desired data.

U. S. RADIO March 1961 ?9 j www.americanradiohistory.com radio glossary

AVAIL -See availability. COST -PER- THOUSAND - Derived from survey data and AVAILABILITY -Time open or available for sale on a station rates. The cost -on a given station or network - station. for each thousand homes or listeners at a given time. Although it usually refers to homes, it is sometimes con- verted to listeners. 5,000 homes at a $5 rate means a B c -p -t of $1. COVERAGE AREA -Geographical area covered by a given BTA -Short for best times available. Used by many sta- station, based on the strength and pattern of its signal. MAP tions instead of the phrase "run of station" because it COVERAGE -A map showing coverage provided by provides a feeling of greater effort on the part of the a given station. CUME -See station to provide just what the term implies. cumulative audience. CUMULATIVE AUDIENCE -Total BUDGET -An allocated amount to be spent on an adver- audience which listens an period tising campaign or in a given medium, market or station. to a given station or program over extended of time, rather than at any one time.

C D DAYTIME STATION -A station whose license from the CALL LETTERS -A station's method of identity. With a Federal Communications Commission only allows it to few exceptions, those stations located east of the Missis- be on the air during daylight hours. Such a station sippi start with "W" and those west of the Mississippi changes its broadcast hours almost every month, depend- with a "K." ing upon the daylight hours for the month. It is some- CAMPAIGN -Planned advertising drive. times called a daytimer. Also see "floating sign -on" and CHAIN BREAK -Refers to the times during or between "permanent sign -on." network programs when a station announces its call let- DIAL POSITION -A station's position on the radio dial. ters and gives one or more commercial announcements. All other things being equal, the lower a station's posi- Normally, the announcements are referred to as chain tion on the am dial, the better its signal is expected to breaks. be; also known as frequency. COINCIDENTAL SURVEY -An audience survey in which DIRECTIONAL-When a station cannot send its signal telephone inquiries are made to determine what the re- out with equal strength in all directions because of limi- spondent is listening to at that time. tations in its license from the FCC. It is directional in COMBINATION RATE -Sometimes stations with the same that there are directions in which it does not send out m ownership or the same representative or with a geo- as strong a signal as it does in other directions. ai graphical tie -in offer a reduced rate if they are bought DISC a record can be re- v -A record. Although regular if together. ferred to this way, the term disc normally refers to a COMMERCIAL MANAGER -Same as the sales manager. transcribed (recorded) commercial. 11 Newspapers or magazines use the title advertising man- DRIVE TIMES -Also known as traffic times. The times ager. when there are usually more cars on the road and you COMMERCIAL PROGRAM -A program that is sponsored can therefore expect greater radio listening from the (paid for by an advertiser) -in contrast to a "sustaining drivers of those cars. Although it varies from market to program" whch is not sponsored by any advertiser. market, these times are usually 6 to 9 a.m. and 3 to 6 COMMERCIAL PROTECTION -A specific amount of time p.m. or 4 to 7 p.m. allowed by a station or demanded by an advertiser between competitive commercials or programs. to COMMISSIONABLE-Some stations do not allow commis- E sions to advertising agencies on all of their rates. A commissionable rate is one that does provide for agency ET-Sec electrical transcription. commission. ELECTRICAL TRANSCRIPTION -An electrically recorded CONTINUITY -Advertising copy in a commercial. Some- message. Usually refers to a recorded conuuercial. times refers to the writing of a program. CONTRACT YEAR -The 12 -month period during which a contract is in effect. This is important in arriving at the F 6 frequency discount. if an advertiser agrees to use 312 announcements within a year, this refers to "contract FM- Frequency modulation, transmitted ou a part of the year" determined by the 12 -month period beginning with broadcast band different from am. An fin radio or tuner the first announcement. if he uses 500 during the con- is needed to pick up the fin signal, considered to be tract year and there is a 500 -time rate, he is entitled to static -free. Position on the dial is given in megacycles. that rate and to a rebate for those announcements used FIXED POSITION -Usually refers to commercial an- at the higher rate. Similarly. if only 100 announcements nouncements %%here the station promises an advertiser are used during the contract year, the advertiser is "short that his announcements will be given at a specific time. rated" (charged hack) to the rate actually earned. FLIGHT -The period during which an advertiser rims his COPY A= in all advertising, it is the set of words used campaign, such as a December flight or an early March to sell; also called rontinuity. flight.

SO Ii)1(1 Mardi IPlìl

www.americanradiohistory.com FLOATING ANNOUNCEMENT -One that can run at any K time between specific hours. KC --See kilocycle. FLOATING SIGN -ON -Where a daytime station must sign KILOCYCLE -Location of a station on the am radio dial. on the air at different times in the morning each month, based on the time of sunrise that month. FREQUENCY -A station's position on the radio dial; also L called dial position. LIMITED HOURS STATION -A station which is not al- FREQUENCY DISCOUNT -Most rate cards provide for pro- lowed to broadcast fulltime, but which is not necessarily gressively lower rates for advertisers as they buy more limited to daylight hours. time on the station. Or, as they buy with greater fre- LIVE COPY- Advertising copy that is to be read by the quency, their rate goes down. As an example, some sta- announcer, in contrast to recorded commercials or jingles. tions have one rate for one announcement (the same LIVE TAG Message delivered by the local announcer at applies to time segments of five minutes, 15 minutes, - the end of a recorded commercial. This might give the etc.). other rates for 52, 104, 156 and 260 announce- address of a local dealer, the price or other information. ments. These are known as the one-time rate, the 52- LOCAL RATE -Another way of differentiating between time rate, etc. If an advertiser buys 260 announcements the rates charged different types of advertisers. It is usu- in a year, then he is entitled to the 260 -time rate the -if ally used by stations that also use a national rate and station happens to have such a rate. These 260 announce- applies to advertisers whose headquarters are in the home ments are to be used within a year from the date of the first broadcast. city of the station -whether they be retailers or firms with broad distribution such as meat packers. FULL -TIME STATION -A station which has a license from LOG-A record kept by each station showing the times the FCC to broadcast for an unlimited number of hours that programs went on and off, the times that each an- each day. Such a station may be permitted to broadcast nouncement went on the air, technical difficulties and 24 hours a day, but does not have to stay on the air for other pertinent data. It is required by the FCC. the full time. M G MC -See megacycle. GENERAL RATE -This rate usually applies to those adver- MV /M -See millivolt. tisers whose products have general distribution (beer. MAKE -GOOD -A program or announcement put on the soft drinks, meats, foods) because such an advertiser re- air to make up for a program or announcement that was ceives a greater potential benefit from the advertising scheduled but did not run -possibly due to preemption, than a local retailer might. A station with a general rate technical difficulties or error. usually has a retail rate. too. MEDIA -Various ways in which to advertise- radio, tv, GROSS RATE -Normally refers to agency commission, magazines, outdoor, etc. MEGACYCLE particularly on a station which charges a net rate (one -Location of a station on the fm radio dial. which does not provide for agency commission). The MILLIVOLT -A unit of measure to show the strength of gross rate is arrived at when the agency commission is a station's signal in a given area. Usually referred to as added to a net rate. 2 MV/M, 0.5 MV /M and sometimes 0.1 MV/M when discussing a station's signal strength at various distances from its transmitter. H MINUTES -60- second commercials. MONITOR -When the programming and /or commercials H.U.R. -See homes using radio. of a station are tape recorded by an agency, advertiser HIATUS -A temporary period during which an advertiser or another station. goes off the air. MULTI -SPOT PLAN -A special plan or package rate for HOMES USING RADIO -Used in conjunction with audi- announcements. It is usually lower than the rates on the ence surveys. It is a figure based on the number of same station using the frequency discount. homes whose radios are in use at a given time. It is expressed as a percentage of the total homes in the area N being surveyed. HOOPER -A radio audience survey firm that uses the tele- NATIONAL RATE -Another way of arriving at rates phone coincidental technique. charged to different types of advertisers. Normally used HOUSEWIFE TIMES -Refers to the times of day when on stations which also have a local rate. It usually ap- housewives are presumed to be the major part of the plies to advertisers whose home base is not in the same audience. It is usually a period starting at 9 a.m. and city as the station and whose distribution is widespread. extending to 3 or 4 p.m., depending on the market. NATIONAL REPRESENTATIVE-A firm which sells time for radio stations calling on advertising agencies and accounts in the major advertising markets, like New York. Chicago. Detroit, Los Angeles, among others. NET RATE-This rate does not provide for the commis- ID -Short for identification. Can refer to 10- second an- sion, so that an agency usually adds its commission to nouncements. the rate before billing the client.

U. S. RADIO March 1961 31

www.americanradiohistory.com radio glossary

NETWORK -A group of two or more stations that are PRIMARY COVERAGE-The basic area covered by the pri- affiliated with each other because of common program- mary or strong signal of a station. ming (either live, tape or transcribed) and/or because PULSE -A radio audience survey firm that uses the in- time can be purchased on the network through one order. home interview technique or recall method. The extent of network programming carried by each affiliated station often varies. NIELSEN -A radio audience survey firm that uses a com- R bination of special electronic meters in a certain number of homes plus diaries kept by listeners in other homes. R.O.S. -See run of station. RATING-An indication of the total number of listeners to a station based on survey data. The figure is a percentage of the total homes in the area covered by the o survey that are listening to a given station. OFF WEEKS -Some advertising schedules call for adver- REBATE-Amount earned by an advertiser when he uses tising to run for certain weeks and to be off the air dur- more announcements than the amount for which he con- ing other weeks. The weeks that they are not on the air tracted, so that he earns a better rate. are called the off weeks. RECALL SURVEY -An audience survey that asks the re- ON WEEKS -The opposite of off weeks, this term refers spondents to recall what they listened to at a particular to those weeks when the fluctuating schedules are on the time. air. REGIONAL COVERAGE -The area covered by some sta- OPERATING HOURS -Actual hours that a station is on tions which goes beyond its own local listening area. the air. REGIONAL RATE -Rate charged by some stations for advertisers whose headquarters are outside of the station's P local area but which are in some logically restricted geographical area, such as the same state. PACKAGE--A particular combination of announcements REGIONAL REPRESENTATIVE-A representative who sells that is put together to earn a special rate. Sometimes time for a station outside of a station's own market, but known as a plan. within a relatively restricted geographical area. in con- PARTICIPATING PROGRAM -A program in which com- trast to a national representative whose territory em- mercial announcements are inserted, in contrast to a braces the whole country. (An example of a regional sponsored program paid for by one advertiser. A disc representative is Ohio Stations Representatives.) jockey show is a good example of what is usually a REMOTE BROADCAST -A broadcast which is done from participating program. some place outside the regular studio. PARTICIPATION -An announcement in a participating RENEWAL -The extension of an existing contract on or program. before its expiration date. PERMANENT SIGN -ON -The time that some daytime sta. REP -See national or regional representative. lions go on the air -those which are licensed by the RETAIL RATE-A rate that applies only to those firms FCC to go on the air at a specific time regardless of the doing business on the retail level. This rate is sometime of sunrise. times used by stations that have a general rate for those PICK -UP -The point from which a program is "picked firms whose products are available for general distribu- up." This could be a remote broadcast from a shopping tion in many outlets. center or a pick -up of a sports program from another RIGHTS -Amount charged to a station for the right t station or from the place where the sporting event is broadcast special events. It usually refers to charges fo being held. sporting events. If the program is commercial. the spoil PLAN -Generally the same as a package. It is a plan sor usually assumes this extra expense. h which certain announcements can be purchased at RUN OF STATION -Announcements purchased on a rut a sa \ing. of- station basis give a station the right to place the al POWER The number of watts of power that a station nouncements wherever they please in a given broadea. u -es to transmit its signal. day. PRE -EMPT -To replace a regularly scheduled program \Pith something of greater interest or importance at the s time. Pre- emptions often are made for political broadcast: or for sports broadcasts. SATURATION -Use of a heavy schedule of announc meats to get the advertiser's message across to as man PREMIUM PROGRAM_A program which, because of its listeners as possible as often as possible. large number of listeners or exceptionally- expensive pro. SCHEDULE advertising run by an advertise duction cost or because of the valuable time that it is -Thc actual during a specific campaign. on the air, is charged for at a premium rate -above the regular rate card rate. SECONDARY COVERAGE-Additional outlying area co ut Bred by a station beyond its coverage. PREMIUM TIMES -Times of the day that a station con- primary siders sufficiently- valuable to be \rorthy of a higher rate SEPARATION See eommereial proteetion. (dri\ing times, for example). SETS IN USE -This refers to figures determined throu

32 U. C. R.1!)!0 March 1

www.americanradiohistory.com audienoe sun e)s which estimate the percentage of homes THIRTIES (30'S)- Thirty- second announcements. that are using their radios at a given time. This figure TIL FORBID -An advertising schedule which does not is synonymous with homes using radio. have a fixed expiration date. It is allowed to run tit for - SHARE OF AUDIENCE -This term used in audience sur- hid by the advertiser. veys refers to the percentage of the total audience at any TIME CLASSIFICATION -Some stations charge different particular time that is listening to a given station. That rates for different times of the day or night and they is a relative figure which shows a station's importance differentiate between these times by classifying them. in comparison with other stations in the area, in contrast Such designations are often class AA, class A, class B, to a rating which is an absolute figure showing the total etc.; some stations do it by extra charges for drive audience listening to a given station. times, etc. SHORT RATE -A charge made hack to an advertiser who TIME SEGMENT- Specific time period such as 9:30 to does not use a sufficient amount of advertising to earn 9:45 a.m. the rate at which his advertising was purchased. TRAFFIC DEPARTMENT (AGENCY) -The department in an SIGN-OFF-The time that a station goes off the air. This agency that handles the mechanics of getting commercials :an be compulsory. as in the case of a daytime station. to the stations with all necessary instructions. Dr it can be the time when a full -time station off goes TRAFFIC DEPARTMENT (STATION) -The department that the air based on its own decision. handles the scheduling of commercials in a radio station. SIGN -ON -Time that a station signs on the air. TRANSCRIBED PROGRAM program which is not being SINGLE RATE CARD -Refers those stations who use -A to broadcast directly on the air. Mechanical reproduction me rate for all types of business-local, retail, regional. (tape or a record) is used when the program is pre- national. etc. pared so that it can be broadcast at a later date. SIXTIES (60'51 -Sixty- second announcements. TRANSCRIPTION -See electrical transcription. SPONSOR -A radio advertiser. Normally refers to an TRANSMITTER -That part of the station's equipment that advertiser who pays for a specific program although it actually sends the signal out on the air. is often used to refer to any radio advertiser. TUNE -IN- Another phrase used in conjunction with audi- SPOT OR SPOT ANNOUNCEMENT-An advertisement on ence surveys similar to sets in use or homes using radio. the air that is usually 10, 20. 30 or 60 seconds long. TWENTIES (20'S)- Twenty- second announcements. SPOT RADIO -Generally refers to non -network use of radio advertising by a national or regional advertiser. It permits an advertiser to make a market by market, station by station purchase. in Canada, it is called selec- w tive radio. WATTS- Refers to the amount of power that a station STATION BREAK -Those times during a program when a is to radio station identifies itself by giving its call letters and permitted use in transmitting its signal. the name of the city from which it broadcasts. STRIP -A program which is purchased on a regular basis throughout most of the week. like Monday through Fri - day or Monday through Saturday at the same time each day. SURVEY -See audience survey. SUSTAINING PROGRAM -A whch not [ program does carry paid advertising. Len Auerbach, head of Ohio 0 Stations Representatives, Cleve- T land, undertook the compilation Jn of this glossary of radio terms an T.F. -See i til forbid. because he found that "to many T.F.N. -Til further notice. Used by some stations instead people, the trade phrases that

of til forbid I T.F.1. The term refers to an advertiser who are often taken for granted are has given no termination date and, therefore. the adver- completely foreign to them." tising will stay on at the same time or times "til further The representative firm is five duo' ice. years old, handling large and tn4TAG- Announcement added at the end of a regular com- small Ohio stations as the representative in Ohio only. Some - mercial. See live tag. times the organization covers a complete geographical area, ,TALENT sometimes -A loosely used expression referring like Central Ohio. Recently, OSR has been expanding its to the performer on the air. stafion list by including stations in sfates surrounding Ohio for 0 TALENT FEE -Some programs require an additional Buckeye representation only. charge beyond the regular rate card to reimburse the talent who does the program. ENS (10'5) -Ten- second announcements.

U. S. RADIO March 1961 33

www.americanradiohistory.com Trends in Programming

Robert Hyland, general I've been asked to describe our manager of KMOX St. Louis, afternoon talk format At Your Serv- ice-a program approach we believe details At Your Service pro- is the spearhead of the current trend gramming, seven hours of talk to talk programming in the radio and information fare. industry. At Your Service was a drastic program change, made just a year ago this week. That is, it was drastic

1111111111;111111111111111111111111 1111111111. r 11111L' IIIIIIIIIIILi 1111111IlllólllllllIlllllllliIIIIIIIIIIIIIII!{IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIllllllüllll! IIIIIIIIIIIIIIINIIIIIIIIIIIIIIIIIIIIgiIIIlllilllllllllIIIIIIIIIIIIIIIIIIIIIIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIgllllf:IlIIIIIIIIINIIIIIIIIIIIII1111111IIIIglPllII14 IIIIIIIi iiiiLII IIII IIIIIIIIIViII iilii11i1!IIIIII 1 1111

In 1953, KL1F in Dallas was one of the first radio stations to discove the rating dominance which could be achieved by a new type of musi and news formula. That formula was music and news plus razzle -daz- zle promotion. KLIF was the first radio in Gordon McLendon, owner station America to stage a $50,000 Treasure of KLIF Dallas, explains why Hunt in which the $50,000 was he emphasizes news remotes found. KLIF originated a copy- throughout daily schedule. He righted "Rear Window" game which we were believes that news is both pro- through able to put stickers on the rear windows of over motion and programming. 50,000 Dallas automobiles. KLIF brought the flagpole sitter back to

11111 111' ' IIIIIIIIIIIqqIIIIIIIIIIIqIIIIIpIm1111111!IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII'1!Illlllllq í!IIIIIII!IIIIIIIIIPI' ''111111i1 41 I IIIIIIIIIIIIiI!IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII1IIIIIIIIIIIIIIIIgt gllllllll

Our programming activity covers a wide field. 'tVe take the FCC re- quirements literally and offer programs in all categories. But we do it in a modern, streamlined manner, and I%ith a unified approach that ties everything together into a single package every day. Frank Gaither, general man- We feel this is a vital new trend i ager of WS'? Atlanta. under- broadcasting - the concept of closely- coordinated, easy- to- recogni scores the need in today's radio radio. A personal companion -type o for a station 10 have an easily radio that is versatile, dependabl recognized sound that is dis- and operates like clockwork in pr tinctive. v iding information. rift ert a innreu and services. On r "rlislinrlirv" .etuud vont front: (I) A unified music policy co

34 U. S. RADIO March 19

www.americanradiohistory.com News, talk and achieving identifiable sound are highlights of programming changes as revealed by these executives at RTES Roundtable session in New York

u the surface with its complete gramming. Even with the coining of \Ve were the first station to broad- elimination of all recorded music for television, we did not abandon our cast during a heart operation; the seven full hours daily. But such a creative approach to radio. \Ve con- first in the Midwest to broadcast change Nvas less sweeping on KMOX tinued to schedule full -scale docu- stereophonically; the first commer- than it might have been on many mentaries on local problems. We cial station in the nation to carry a other stations. proposed and won approval for the college credit course; the first in St. For the past six years, "The Voice plan now used nationally to employ Louis to editorialize. To amplify a Of St. Louis" has broadcast ghat we Conelrad warning signals in weather bit on this last point, we haze broad-

regard as the widest range of pro- emergencies. cast forty editorials . . . fully-re-

I II II 1111 1,1 P I It III l'I 111111 II

prominence, then staged a world- months. What was to prevent imita- sented a concept that most connpeti-

1.. record breaking marathon airplane tion? What would happen when the tors would not figure out. The con- 1 flight in which our pilots stayed aloft public was surfeited with stunts and cept was that promotion by means of n 50 clays and nights. ballyhoo and giveaways and the frill giveaways or stunts was merely one The station staged the provocative of promotion? What happened when way of bringing excitement and vi- z "Star of Anakie" contest, in which all the music and news stations vacity to a radio station -and that we gave away to a lucky housewife sounded the same -pop music with news, properly done, could lend the the world's second largest star sap- disc jockeys and scores of gimmicky same sort of sparkle. Colorful cover- phire -437 carats -to wear for one promotions? age of a continuing news story could

:tlzs week at Christmas time. The insur- IVe thought that we had the an- produce more stimulation among ance alone on the sapphire cost us swer -and we did. While we made listeners than the biggest contest or ne $3000 for the week. the most of giveaways and other stunts. ,ply But with all our good fortune, it flashy promotions, KLIF earlier de- Thus, KLIF built its real promo- always seemed to us that our leader- cided that there was another type of tional foundation upon news -on- l ship might rest on shifting sand. The promotion that would endure, was the- spot mobile news, with a fleet of formula was hardly a secret in a few largely not copyablc, and repre- mobile reporters, more than 12,0011

Illlqllllilllll IIIIIIIII P"!111 1 It PI !1111111 I ' II IIII

e trolling the quality and variety of all as a real -live person. The "station" pries, embarrassing moments, poems .songs played. (2) A closely- coordi- gets far more daily fan mail than any and other such material which our

nated news operation on a minute - personality on our staff. ingenious listeners supply in copious by- minute basis, and a plan of pro- As you might imagine, a proud amounts. (c) IVe have programs such cedure that allows integration of and possessive audience like this is as Public Opinion on Parade, Pop news reports into any program at any quick to praise and just as quick to Call and \ightbeat that travel all time. (3) A programming concept criticize. : \nd they are eager to give over greater Atlanta -into bonzes, that requires every program to be us helpful advice, opinions, criticisms business houses, social and special developed as a public -service vehicle. and suggestions. events - carrying our live micro- Every show must be more than mere iVe call on this audience in many phones to the people. ^ntertainntent. (4) And finally, each ways to help maintain what we con- (d) We have Witness, Audio and grogram should involve a degree of sider a partnership -in- programming: Music Man that bring the audience audience participation. (a) Tl'e have a Family Fair party line to our studios. (e) We have a daily We feel that this matter of audi- where they can voice their opinions two -hour question -and- answer pro- :nnce participation is most important each day. (b) We have daily mailbag gram called Contact that gives any )ecause our station's relationship features where their letters are read listener a quick reference service ,rith our listeners is uniquely inti- on the air. And we offer modest available with just a phone call. (f) nate. And they do think of WSB prizes for riddles, jokes and mein- IFe have three hours of daily musical

U. S. RADIO March 1961 35 www.americanradiohistory.com programming

searched pieces a minimum of five popular to symphonic and opera, minutes in length. In the opinion and play -by -play sports including of local civic leaders, several have baseball, professional basketball and helped to change the course of po- football, and high school and college litical events in our area. baseketball and football. Our audi- 7We continued to carry a variety of ence expected exciting, different, "We've learned that service programming ... from a com- more rewarding programming from plete farm information series to a our station, and we gave it to them. meaningful programming morning prime -time feature saluting At Your Service was programmed in various health and welfare agencies. an ideal setting of full -range radio. can attract ratings." Our microphone was the most mo- At Your Service in itself has cap- bile in the Midwest . . . Moving tured the imagination and won the from court room, to school room, to acceptance of our audience in a man- police station, wherever news was ner un- matched in my eighteen years being made or special events of local of experience in the radio business. significance were taking place. We Despite the fact that much of our also carried a variety of music from program falls in so- called housewife

'IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIBIIIg1 II *' remote news broadcasts every year, radio stations need no linotypers, no nearly two an hour. We told Dallas, proof readers, no headline writers, and correctly, that if you lived in no endless supply of newsprint, no Dallas, you dared not turn off KLIF delivery boys nor circulation staff. if you wanted to know what was We have in addition the warmth and going on. We advertised ourselves emphasis of the human voice. In our "Colorful coverage of a as tomorrow's newspaper now, and towns, radio is assuming its rightful we were and are. Our managing place as a competitive news medium continuing news story editor's job is in jeopardy if there is and one day we will be dominant. any in the newspapers which IVe localize most of our news could produce more story hasn't been on KLIF hours or a full stories. TVe have a list of 500 top than the biggest contest." clay before. citizens in our cities. We subdivide Our radio station, for one, has be- that list into top oil leaders, top gun to do battle with newspapers. banking and industrial leaders, top We have the advantage of radio's society women, educators, etc. When electronic news plant -far more eco- a wire story arrives about a develop- nomic than the bulky, unwieldy, un- ment in the cotton market, we im- economic newspaper plant. Our mediately call a top local cotton

I 1111111111111111 LIIIItliIILPIIIl111111111I n r16,IIIIIIIIIIIIIIILIIIIIIIllll111111II I Ilil " 11 I 11111111111111111111111 III11111&"; IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIiI II IIIIIIIIIIIIIIII 11 Cprograrns, where listeners actually matter of fact, most of our games of- fill the role of program director and fer a top prize of seven dollars and supply lists of songs to be played. a half. We're 750 on the dial -so a (And I might just add here that in prize of 7 -50 cash is a "natural." many songs -listeners exhibit not And if you wonder what people only good taste but excellent show- will do for 7 -50 cash, I might tell you 1,500 listeners re- "[ire are a vital, active manship.) that more than And speaking of being smart, we sponded when we asked who could participant in the life arc constantly amazed at the wit and write the call -letters, "II'SB,'' the wisdom displayed by thousands of most times on the back of a simple of our community." people who take part in our numer- postcard. And guess how many times IIous games and contests. The public the winner was able to accomplish I to come up this task? A young man in LaGrange, IIhas an uncanny ability I clays three with winning answers and clever sug- Ga., spent three and gestions- regardless of the subject nights working on this project and matter. We don't offer expensive ended up putting our call letters on iprizes or golden inducements. As a the back of an ordinary postcard 56 36 U. S. RADIO March 1961

www.americanradiohistory.com M time, our producers inform me that KMOX Washington correspondents. viewed by a staff member to set forth nearly half of those who call to our The topics range from a local gas the topic ... then the phone lines early- afternoon telephone feature are price war to an interview with the are opened to listener questions. We men in their cars. In fact, these St. Louis policeman who was part of get hundreds of phone questions gentlemen ask our producers to the special security precautions at daily. They jam our switchboard "hold the answers" until they can the inauguration. Listeners have a and spill over into the exchange. We rush back to their cars from a pay chance to express their opinions in a assure you our listeners ask frank phone booth. This is concrete evi- "mail bag" on topics of the day. The questions ... and they receive frank dence of a new broader, audience CBS network features are integrated answers. This segment is as adult and

base for our programming. into this hour . . . as they are provocative as a hard- hitting maga- Let's analyze the program. The throughout the entire seven hours. zine article. The topics have ranged first hour from noon to 1 p.m. is The next hour from 1 to 2 p.m. from such delicate medical problems called Your World Today. It fea- is one of the most popular of the as uterine cancer to such delicate tures our news editor as coordinator, afternoon, the guest of the day is marital problems as the "eternal who calls in correspondents from all either a physician (we ask doctors in triangle." parts of our listening area and re- all specialties) or a qualified mar- The first segment of our next hour ceives special reports from our riage counselor. The guest is inter- (Cont'd on p. 52)

1111111 ;t

leader, from our list, record his com- editor, and three other desk men, a an hour. This is fast, exciting radio. ments and localize the national story crime and violence editor, a sports We editorialize constantly - and around him. We get hundreds of editor, a business and political news hard. Not against sin and dope and these local names on the air each editor, a society editor, an editorial motherhood -but editorials of de- day. writer, an entertainment editor and cisive position on controversial is- Thus, this KLIF "newspaper of a local and civic events editor. When sues. Our most recent editorial calls the air" has proved that there is a this is done, we will offer even more American labor unions to task for new type of promotion in radio - effective competition to the daily beginning to price us out of the for - and that is news, vivid, exciting news. newspapers of our cities. eign market and points up the in- And there is a collateral advantage In our cities, whenever there's a herent dangers to our economy in a of a fine news department which has fire, a murder, an important City loss of our international market benefited us -and our sponsors -ma- Council vote, the announcement of place. Our radio editorials are far terially. That advantage is in the a new building development, when- more effective than newspaper edi- Uever the jury is coming KLIF's for we Q. - prestige and believability which com- in- torials, reach John Pub Ipetent news coverage lends to a radio mobile news units are on the spot to lic -the guy that just never reads the station. report that news directly, and we editorial page. In 1961, we plan to have 11 men break into all programs -as we've Thus, our radio stations reveal on our news staff -our managing said, on an average of almost twice (Cont'd on p. 53)

II IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIIIII Itllllllllllllllllllllllllllllllllllllillllllllllllllllllil IIIIIIIIII 1111 1111111111W I'.1111111 i IIII 1111111 1,1 Phundred times. We checked it with vital, active participant in the life of fled music policy. Every musical re- a microscope and proved it to be our community. cording that arrives at our station 11true. Thanks to our flexible program- clears through the office of our pro - 1we a manager. 1Earlier I mentioned our round - ming policy, can moment's gramming He and a small 1-on 1the- notice a news -or -traffic re- committee of assistants must 1clock, mobile news service. Per- -integrate approve 1 we are broad- a it 11haps I'm immodest but I consider it port into any program new record before goes into our the best in the South and one of the casting. Sometimes they come thick library and similar care is taken in Ibest in the nation. Our station pro- and fast, from our helicopter, our ra- selecting these "approved" records Igrams 15- a dio cars, by telephone -especially for us on individual programs. Iseven minute newscasts Iday, varies -new !40 five- when reporters are scattered at Our music from brand IIminute newscasts a day, our Ia around Atlanta and 45s to albums of Broadway show IIdaily news -in -depth program, nu- critical points I semi -classical and classical IImerous daily special reports and in- across the State of Georgia. tunes, terviews and on -the -spot news cover- But we fit the unexpected reports melodies. We are concerned not Iage into place neatly and briefly -as sim- with the classification of a song, but ;at any moment. Our reporters Iare constantly on the go, and our ply as if they were all planned in merely how it sounds. If it is me- II - Imicrophones lodic, tuneful, produced and per IIare on hand wherever advance. Iearlier our uni- Ilocal Inews is being made. We are a I also mentioned on p. 54) li (Cont'd

U. S. RADIO March 1961 37 lwww.americanradiohistory.com question and answer

THE QUESTION: What is the relationship between the advertising agency and the expanding independent program and commercial producer?

IIIIIIIIi1111111IIIIIIIIIh 1IIIIIIIIIIIIllll111 u111I1111111111111111111 IJI 1!1I 11!1IIIII IIIIIIIIIIIII II IIIIIIIIIIIIt II11111IIII I111111IIIIIIIIIINI11111111111II III IIIIIIIIIII II II1111111III IIIIIIIIII

Mr. Ratcliff is director of radio and television production at N. W. Ayer & Son Inc., New York. "Certainly," he says, "we take advantage of the creative assets of the facilities supplier, but the responsibility for such creativity is not delegated or relinquished to that supplier."

Illlllilllll ,, Id Ii11111h11111htlI111,.u, ¡11i 11h.m6d111111i61IIIIIIIIIIIl111111111111111111111111111I111111111111111h111', ..

WILLIAM RATCLIFF ANSWERS: alternatives in establishing broadcast the clients' interests. programming for our clients. Our commercial production depart- In some instances, to answer these ment, however, consistently main- development good The of multiple advertising problems, our tains all creative responsibility for advertising salesmanship is program department creates a pro- broadcast commercial production. In at best a most complex un- gram from the initial idea to the this area we select a production fa- dertaking with the multiplicity of polished format and carefully selects cility on the basis of physical qualifi- inter- related client problems of dis- an independent outside organization cations for the particular assignment ii ibution, marketing, merchandising, to physically and our creative people (copy, art, public relations, corporate image, produce the program series. Here, our program supervisor production) are held responsible for tomitpetitive products -all to be con- guides, counsels and directly assists both the technical excellence and the sidered, evaluated and related to creativity of the commercial. both the program structure and the the producing organization in all program details, never relinquishing Certainly, we take advantage of commercial concept and its ex- the creative assets of facilities creative responsibility to that pro- the ec uIion. but the responsibility for ducing organization. supplier, In examining titis question there- such creativity is not delegated or foi e, we must separate the program In other instances, we buy a pro- relinquished to that supplier. ptoduttion and the conuncrcial pro - gram which answers clients' needs This then is the philosophy of dut fion, for N. \V. Aycr's philosophy and which lias been created by an N. \V. , \yer's working relationship of these two relationships is different independent producer who retains with production suppliers and one one from the other. program control subject only to our which has worked wcll far us and for Our program deparnuent has two guidance in the area of protecting our clients.

38 U. S. RADIO March 1961

www.americanradiohistory.com they like

intalk Detroit (and fine music, too)

We were sure of it all along -and now Nielsen confirms it! WWJ's four - hour week night block of good talk and fine music attracts more listeners

than any other programming in the time period. * HOUR OF INFORMATION 6:00 WWJ News -Dick Westerkamp 6:15 Sports -Budd Lynch 6:25 Our Changing World -Earl Nightingale 6 :30 Business News - Britton Temby 6:40 Weather -Sonny Eliot 6:45 Three Star Extra -Ray Henle PHONE -OPINION 7:05...... Following NBC News on the Hour, Bob Maxwell presides over WWJ's open forum of the air, literally the talk of the town. FAYE ELIZABETH 8:30 Detroit's First Lady of Fine Music provides the finishing touch with a feast of melodic masterpieces.

Here's the programming, the audience, the station that spell exceptional sales opportunities. Call your PGW Colonel or your WWJ -Radio local sales representative for availabilities. *Source: Nielsen Station Index, Detroit, November- December 1960

AM and FM W WJ RADIO Detroit's Basic Radio Station NBC Affiliate

NATIONAL REPRESENTATIVES: PETERS, GRIFFIN, WOODWARD. INC. OWNED AND OPERATED BY THE DETROIT NEWS

U. S. RADIO March 1961 39

www.americanradiohistory.com focus on radio A Quick Glance At People, Places cvld And Events Around Radio -Land

CELEBRATING 25 years of "togetherness" are Frank M. Headley and Dwight Reed, co- founders of HR Representatives Inc. On a 23 -day Caribbean cruise are (I. to r.) Bud Finch. of WELT New Haven, Mr. Reed, Capt. Hugh L. Switzer, Mr. Headley and Dick Davis, WELT president. The station is celebrating 25 years with H.R.

HOMETOWN HERO, Jack Dempsey returns to his birthplace, Salt Lake City for "Jack Dempsey Day." As part of the celebration, Will Lucas of KALL interviews former heavyweight champion.

THE BUFFALO BILLS are joined by Al Ross of WRC Washington, D. C., during intermission of a barbershop concert in the Capital City. The song festival was part of the Barbershop Soci- ety's all out effort to 'Keep America Singing."

HEARTS AND FLOWERS at KFRC San Francisco. Promotion manager Bill Sweeney was the win- (r.) explains to a passerby that the oversize valentine on the sidewalk ning entry in station's Valentine Contest. Those are real stuffed birds on a gilt tree.

1961 40 U. S. RADIO March

www.americanradiohistory.com WINNER of four tickets to the movie "Where the Boys FOOD AND CLOTHING for the needy in Welch. W. Va. is being provided by the Are" is Patty Jackson. Contest was a promotion on Dan listeners of WAVA Arlington, Va. The station ran a four -day apeal for warm Sorkin's (pictured) morning show over WCFL Chicago. clothes and food supplies for the stricken area. Loading van are station personnel.

ACCEPTING the first annual "Mike Award" presented by the New York SHORT WAVE is the method now employed by chapter of Broadcast Pioneers is James D. Shouse, chairman of the board WXLW Indianapolis for getting remote inter- of the Crosley Broadcasting Corporation. He accepts for WLW Cincin- views and covering news conferences. Shown try- nati. Commentator H. V. Kaltenborn makes the presentation while Arthur ing out the equipment on Hoosier Governor Simon, chapter president, looks on. Ceremony was at the Latin Quarter. Matthew Welsh is Bob Rutherford, WXLW News.

FARM DIRECTOR Hugh Ferguson (c.) of WCAU Philadelphia explains his farm programming to the visiting inspection team of agricultural information specialists from Japan. To Mr. Ferguson's left are Thomas J. Swofford, general manager of WCAU and agriculture expert on broadcastirg Wallace Kadderly.

U. S. RADIO March 1961 91

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

Informal, Live Commercials Picked to Establish Confidence in New Coffee

When the Manger Hotel chain de- "We don't think any other coffee The announcers told that a special cided late in 1960 to put its hotel blend has followed the lead of the blend was developed by the Manger coffee on the consumer market in coffee growers in emphasizing Colom- Hotels before they first opened back competition with established brands, bian content," remarks William in 1908. Later, the coffee came to be it picked one of the toughest markets Muser, president of Park Avenue so cherished by diners that the hotel in the country to crack. Marketeers, Foods. The high Colombian coffee started packaging freshly ground distributors and others advised, content of the Manger Hotels brand coffee in bags which were sold in the "Start anywhere but New York is, therefore, the pivot around which hotel. And now, of course, 53 years City." commercial copy revolves. Exact ra- later, Manger Hotels is so convinced But by January 9, Manger had tio of Colombian coffee to others in of the quality and popularity of their it is actively mar- formed its own distributing com- the blend is a "secret," but Manger blend that being first time. pany, Park Avenue Foods Inc. Since is advertised as having "the highest keted in tins for the that date, Manger Hotels Coffee has Colombian content of any coffee In picking the radio personalities found its way to New York's super- blend." for the spots, Mr. Price remembers market shelves in more than 10 chain that he and his client met them per- "New Yorkers have been 'beaned' operations. sonally before the contract was to death by the commercials of other a plunge into the coun- signed. "We genuinely liked the peo- Taking coffee advertisers," comments Adrian try's most complex market is not an ple, and felt that they could deliver Price, account supervisor at Wexton. easy thing, Park Avenue's agency, sincere, convincing commercials for "We simply explain the fact that our The Wexton Co., New York, admits. the product." blend is better, richer for its Colom- The challenge to the company and The strong personality identifica- bian content. And as far as price is the agency is no small one, but the tion that radio announcers enjoy is concerned, «'e try to put across the rewards are high if the gamble pays. one of the reasons Wexton chose ra- idea that you 'get only what you pay dio for its daytime advertising. "Lis- Radio and television are the media for.' " picked to put Manger Hotels Coffee tener loyalty gives us strong 'play- The in New York kitchens. The copy line agency has started its radio back' from our radio advertising," advertising with the premise that an is a direct follow through on the comments Martin Brucker, account informal, "ad- campaign of the National Federation libel" commercial is executive for Park Avenue Foods. the best. Its spots on WCBS of Colombian Coffee Growers which New The distribution pattern for the York are done emphasizes coffee's quality. by Jack Sterling on coffee further supported the choice his morning show and Allen Gray of radio. "Radio is an answer to the on the Allen Cray Show from 12:20 problem of how to follow our distri- to 1 p.m. Both ad -lib their own bution," \Ir. Price explains. "It spots from a fact sheet prepared by blankets and pin- points listeners in Wexton. Manhattan, Brooklyn, Queens and The fact sheet is the most flexible Long Island. With radio we can defi- from the advertiser's point of view nitely reach the housewife, who is, and gives an opportunity to fre- after all, our most important cus- quently vary copy. For instance, Mr. tomer." Muser recalls he got the idea to in- The future depends on progress in sert some background on the devel- establishing the brand in New York. opment of the coffee by Manger Ho- Mr. Muser hopes for a gradual, tels for exclusive use in its hotels. steady rise in demand for Manger So the facts were assembled for a new Hotels Coffee there before going to fact sheet and the following week other markets. As the product grows MEETING BEFORE campaign are (I to r) the copy dwelled on die coffee's his- in acceptance. merchandising and Allen Gray, WCBS New York, Dr. William Manger, Julius Manger, Jack Sterling. WCBS. tory. advertising will expand.

1.) V. V. RA/)l0 March 1961

www.americanradiohistory.com HOMETOWN U.S.A. Station log

News: ered that crowd attendance was slip- Opinion show, \V\VJ Detroit has in- KRAK Sacramento, Calif., has intro- ping. To help alleviate the prob- augurated a similar program for duced a new programming scheme lem, the station went on the air with teen -agers. Teen- Opinion is an hour- entitled Continuous News Service. an editorial decrying the violent at- long Saturday afternoon phone -in Rather than scheduling its news pro- titude expressed by some of the local program hosted by 15- year -old high grams at regular intervals during citizenry during the recent school schooler, Nat Keller. desegregation activity. WSMB ex- drive times, the station will offer Public Service: short news items between 7 and 9 pressed the hope that agreement to a.m. and 4 and 6 p.m. The news could be reached on both sides, so In a special effort promote the Na- breaks will be inserted into the pro- that everyone could participate in tional Heart Fund, KPHO Phoenix gramming of music, time signals, the fun and joy of the holiday. has created a Heart Fund contest. The station states, "Listeners are weather and traffic checks. Programming: In addition to the coverage \VCSH asked to complete the sentence, 'I gives to the activities of the Port- \Vith spring comes baseball and with will contribute to the Heart Fund land, Me., city council every two baseball comes new and renewed because ...' Writer of the winning will months, the station has added a new schedules. WBAL Baltimore reports letter receive a dinner for two program, City Report. The station that it will continue to broadcast all at one of the Valley's leading restau- states that "City Report," broadcast the regularly scheduled games of the rants, plus tickets to a movie and a directly from city hall by Howard Baltimore Orioles. In addition, the corsage." The contest is conducted 12 Mr. Nielsen each weekday at 12:30 p.m., station will air pre- season exhibi- over the Bob Furry Show since Miami, covers subjects of interest going on tion games from Daytona Furry is a member of the National at the city hall, activities of the mu- Beach and Richmond, Va. Disc Jockey's Committee for Heart world nicipal court, police and fire depart- The champion Pittsburgh Fund. ments, and currently the subject of Pirates will be covered by KDKA Another fund raising activity was urban renewal. The station reports again this season. The station re- sponsored by \VCHB Detroit. An everything possible has been done by ports that coverage will be extended all day broadcast emanating from a city officials, especially the city man- to a lineup of stations in Pennsyl- downtown Detroit department store vania, Ohio, West Virginia and was named the Dollars For Democ- ager, to make this a smoothly func- tioning broadcast. Space and equip- Maryland. Sponsors for the games racy radiothon. The money was raised ment have been provided to the sta- include the Atlantic Refining Co., to aid the Negro sharecrop- tion and council members and city the Iron City Brewery and the Ford pers evicted from their homes in officials have given freely of their Dealers of Western Pennsylvania. Fayette and Haywood counties in time and information. Utilizing the format of its Phone- Tennessee... As the annual Mardi Gras got under way for its week of fun and mer- riment, \VSMB New Orleans discov-

CHECKING the ticker tape are O. Wayne Rollins (r.), the president of Rollins Broadcasting Inc., and Edward T. McCormick, president of American Stock Exchange where Rollins is now listed.

TESTING recently installed equipment to facilitate school closing reports and other essential data sent to WHIL Hempstead, N.Y., are John T. Clayton of WHLI and Earl Nelson of the New York Telephone Co. Device permits calls when station is unattended.

www.americanradiohistory.com BPA memo

Station Helps Hometown for the 10-and -a -half hour show, re- appearance. According to the sta- To Win Nationwide Award ports \VISE* Asheville. Featuring tion, "The cause for chin -whisker ex- Lawrence, Mass., was recently named taped interviews with local digni- pansion is being given a real boost winner of the "National Downtown taries, plus on -the -scene reports of in northern Ohio by this contest Week" competition held last fall. In the various ceremonies, the program which has been presided over by the Mitch Miller. an effort to aid the Chamber of attracted 41 advertisers. Rather than 'Mr. Beard' of music, is to Commerce in running the operation, sell spot announcements, the station Top prize a year's subscription sold three -fourths of the in one - all Columbia pop albums and a hi -ft WCC\f programmed 10 one- minute time hour segments and the remaining in set." spots, a 10- minute interview from a downtown site, additional remotes of 15- minute blocks. The station feels Station Prepares for Third promotional activities, plus five -and- that "the trend will be to more pro- to a -half hours of record spinning from gram sponsorship as opposed an- Annual Gospel Singing Fete -only the headquarters located in a vacant nouncement campaigns and that WWRL New York has begun audi- store in the downtown area. The radio volume will, in this way, be in- tions for its third annual "Aunt Je- station then supplied the local Retail creased proportionately to match its mima Self- Rising Flour Gospel Sing- Trade Board with copies of its log value as an advertising medium." ing Contest." The station reports, "The contestants are heard Monday listing all broadcasts pertaining to Dealers' Parade Honored By "National Downtown Week." through Friday on 'Doc' Wheeler's Mayor, Promoted by Station "WCCM was an integral part of Gospel Caravan, and Fred Barr's our 'National Downtown Week' pro- Saturday, February 4, was "Wheels Gospel Time. Listeners are invited motion last October," said the direc- Away on \VJBK" day in Detroit as to vote for their favorites, but each tor of the Chamber of Commerce. 150 new Mercurys, Cornets and Lin- vote must be accompanied by the "The daily impact made on the coln Continentals passed in review guarantee label from an Aunt Je- thousands of residents in our trading for Detroit citizens. The day was of- mima Self- Rising Flour package." area by radio resulted in larger ficially proclaimed "Wheels Away Contestants are divided into three crowds coming to downtown Law- Day" by Mayor Louis C. Miriani. In categories: Soloists, groups and rence daily to participate in and en- his official proclamation urging citi- choirs. According to the station, the joy the events." zens to join him in commending the top five audition winners in each cavalcade, the mayor said, "The Lin- category will assemble April 27 for Mozart Birthday Promotion coln- Mercury Dealers Association of the final competition. Admission for Creates Heavy Response Greater Detroit have purchased ev- that program is two guarantee labels. What started out to be a "fun" pro- ery available spot announcement The station added that over 3.0(10 motion with low value prizes result- and program on WJBK* from Mon- were in attendance last year. ed in an unusually heavy mail re- day', January 23, through Sunday, sponse. In just three weeks the February 5, 1961, for a radio blitz- Supermarket Chain Contracts WDOK Cleveland, "Happy Birthday krieg designed to sell Dynamic De- Mobile Unit for One Year city world on ,Mozart" contest netted over 11,000 troit -the that put the . \s a result of a 13-week trial contract, mail pieces. As'hcels .. . the Great Atlantic and Pacific super- The contest was neither heavily The station reports that its "Traf- markets within the coverage area of promoted (six spots a day), nor were fic Copter" hovered above the parade \VFBL Syracuse, N.Y., have con- the prizes outstanding (WDOK prti- giving on- the -scene reports of the ac- tracted the station's privately owned graun guides, theatre tickets and rec- tivities below. mobile trailer unit for a period of ord albums), hut 52 weeks. .\ plan has been made when 750 responses Beardless Beard Contest were turned in after only six an- sshereby the trailer %sí11 be parked Day nouncements had been aired the sta- Sparks Sing -Along in front of a different ACP during tion knew it had a real promotion in The Sing -Along fever now sweeping alternate sucks. According to the the making. Questions that prompt- the country has caught on in Akron, station. the railer is a self -sustaining ed listeners to write in included. O., where 1VCUE, in promoting its unit with complete broadcast equip- "When was Mozart born? Whom slid second "Sing- Along- Athon," ran a ment in the front half and consider he marry ?" and others. beard contest. This, however, was able room in the rear for a special not a beard- growing contest. All the merchandising area. The sponsor Time Sell -Out Made on Civic entrants had to do was give novel may use this additional space for Public Service Promotion reasons why other people should such merchandising as couponing . An all -day public sers ice broadcast grow a beard. Man) suggested that sampling and displaying. honoring the opening of a new air- )'resident Kennedy might do well to port in Asheville. N. C., resulted tlon the facial ornament in order in 'Denotes stations who are members of the n complete sell-out of available time to enhance his already distinguished BPA (Broadcasters' Promotion Association)

911 11. S. RADIO March 1961 www.americanradiohistory.com HOMETOWN, U. S. A. radio THE TRUTH registers WILL OUT!

According to two September 1960 Audience Surveys in the Kalamazoo Area i REAL ESTATE IV I

It took only ten weekend spot announcements over CKGM In Pulse No. 1 Montreal for Mr. E. A. Wright of Realmont Realties (6amto6pm) to accomplish the sale of six houses that ranged in price from $9,000 to $15,000. The station reports that the houses were advertised over CKGM and nowhere In Hooper No. 1 else, and as a result of the sales, the Realmont Real- t7 am to6pm) ties have signed a long -term contract with the station.

Call our BTS Rep. for the Scoop

RESTAURANT AV K M 5,000 Watts When he first opened the Exposition Fish Grotto on Indie -24 Hours a Day San Francisco's Fisherman's Wharf, owner Sil Oliva installed 175 seats. Today he has 350. Much of the l'o'se Metro Aren. Sept. 1 %0: limper. Sept. 1960. credit goes to radio, says Mr. Oliva, who recently signed his yearly contract with KYA San Francisco. And little wonder, for the Grotto has been advertising on radio for 34 years. "KYA helped me build what I have today," he said, "and so long as there's a Grotto, n Rochester, N.Y. it'll be advertised on KYA." People Are

STATIONERY Switching

The Zac Smith Stationery store of Birmingham, Ala., FROM began sponsorship of a newscast over WATV in 1959. The program runs Monday through Saturday at 8:05 a.m. Radio The president of the firm reports that the commercials "TIRED" "discuss office problems with business men." He attributes many actual sales to this long term TO association with radio. WVET 1280 KC I I I SUPERMARKET I______._ FOR MUSIC THEY LOVE NEWS NAMES THEY KNOW Using WRAP Norfolk, Va., the Giant Open Air Super - COMPLETE NEWS COVERAGE Markets increased their Negro trade by around a "quarter of a million dollars" in just nine weeks. To do this, the chain used 48 spots a week and one of the BASIC NBC AFFILIATE station's top personalities, Jack Holmes. The campaign featured an in -store appearance once a week. WVET RADIO, Rochester 4, N. Y.

Nat'l Rep.: Robert E. Eastman & Co., Inc.

U. S. RADIO March 1961 47

www.americanradiohistory.com report fror RAB HOMETOWN (Cont'd from p. 43) This 24 -hour programming policy of all big band music went into ef- Radio Builds 20 Percent More Sales Per Dollar fect on January 4, 1960. As a part Than Newspaper for Department Stores of its celebration, listeners were askèd to write in their reactions to the sta- The results of Radio Advertising ing, special positioning and col- tion's efforts. During an eight -day Bureau's "department store chal- or sometimes seems to be no period, the station aired the requests, lenge" -which RAB president Kevin more productive than the aver- offering no prizes and indicating that B. Sweeney hailed as "the largest age weekday, black- and -white incentive must come from interest measurement of sales results stem- newspaper ad. Radio, too, had alone. its ming from advertising in the 75- surprises. Many non- premi- WRCV felt that though its overall year history of advertising in the um times out -pulled the higher - sales were up 20 percent with a na- U. S. -are being studied extensively cost periods for a wide variety tional increase of 30 percent and in RAB's annual area sales clinics, of merchandise. local business up 12 being held this month and next in Together with the session cover- percent, perhaps the new policy was not key cities across the U. S. ing the "challenge," salesmen are entirely ful- Radio sales executives attending learning how to close a sale. RAB filling the station's responsibility to any of the series of one -day shirt- executives giving the clinics are the listeners. sleeves sessions are getting an earful analyzing some of the techniques In eight days, 11,624 letters and of results of the year -long "chal- successfully employed to expedite cards were received. Replies were lenge" experiment financed by RAB that most important act -the cli- overwhelmingly in the station's fa- and conducted at the Higbee Co., a ent's signature on the contract. vor, it declares. major Cleveland department store. The most basic close, according to Steps were then taken to gauge They are hearing facts like these: Patrick E. Rheaume, RAB's direc- listener profile. "Preliminary tabula- (1) Radio produced from six per- tor of member service, is the "five tions indicated that the mail came cent to 20 percent for sales per desision." The first decision estab- from huge purchasing power seg- a dollar than newspaper. This lishes the need for advertising, the ments- adult, high income individ- was in the face of the fact that second the need for radio advertis- uals, families and groups. A large newspapers were at their best ing, the third step narrows the de- number were from teenagers who in the test. Reason: Department cision to the salesman's own station. "discovered" big band music," adds stores buy the most and best po- Price and time schedule are the last the station. sitions at the lowest price, and two steps on the way to the "five Following are a few examples of because studies have shown that decision close." the nature and variety of snail re- the nature of their goods gets Other "close" techniques covered ceived: (In most cases, letters were the highest readership. include the double question close: addressed to the various station per- (2) There is no reason to equate "Do you want drive -time or mid- sonalities) blindly either circulation and morning hours ?" "Will you start Norman H. Flores, county commis- dollar return per dollar of ad- right away or the first of the sioner: "Permit me to take this vertising investment. In many month ?" means of expressing my appreciation hundreds of instances, RAB dis- The other sections of the clinics for your "Big Band Program" which covered the quality of the audi- include a basic radio sales presenta- I enjoy whenever I have the chance ence was more important than tion, incorporating many new radio to listen in. It's a real pleasure to the quantity for both news- facts, and a collection of money- hear the big bands with their fine papers and radio. making ideas used by station sales- musicianship, styling and teamwork. (3) Radio documented its effective- men to make difficult sales. I want to thank you for making this ness in the selling of all types For the first time in the history of program possible." of products -fashion, big ticket, the event, the meetings are split on men's clothing, basement. an agency -advertiser basis. Salesmen Post Office Superintendent Morris (1) It is possible to pack a lot of who make most of their sales L. Paul: "... you have the heartfelt sell into a minute commercial through agencies will go to one type gratitude of everyone at this office and still have adequate time for of clinic, while those who rely on where the radio provides us with image projection. selling directly to retailers will hear music while we work. Please don't (5) All too frequently, advertising material keyed directly to their change." produces nothing -or next w needs. Agency manager for the Equitable nothing -for its dollar. Whether lit addition to Mr. Rheaume, the Life Assurance Society of the United your advertising be as dominant following RAB executives arc par- States, William T. Walsh: "Please as a seven- colunin ad or a 40- ticipating in the clinics: Manager let me join the many who have ex- spot there are still Maurice pressed their appreciation to you and schedule, E. "I)oc" Fidler, Division I fl tittles when your w ill WRCV on the type of music which ads pull Manager Dale Woods, and Regional rs less than their average. Managers Keith Andre, Nick Barry you play on your program. My wife l

(6) Surpn isingly, Sunday advertis- :und Arthur Jost. and 1 greatly enjoy it."

48 U. S. It.tl)IO Mardi 1961

www.americanradiohistory.com report from representatives CONSIDER

Creative Programming Talent Looms THESE

More Important for Stations in '60s PROGRAM SERVICES .. . "TOMMY ARMOUR'S GOLF TIPS" In programming, the trends of today the boys. As stations become more may become the established plat- diversified in their programming ap- "MARGARET THOMPSON'S forms of tomorrow. As the unilateral proach, each will attract a different FOOD FEATURES" music policy gives way to diversifica- kind of audience. This will necessi- "THE INSURANCE QUESTION BOX" tion, qualitative research will no tate something more than the quan- "SWEET longer be wished for, but a reality. titative research that is so important SOUNDS AND HARMONIES" -poetry- As creative people begin to receive today. top managerial positions, radio will "Already, there have been inroads. "THE OTTO GRAHAM SHOW" -football predictions demand more creative talent. And, Specialized stations have been succes- as stations begin to assume the re- ful in selling the kind of audience they sponsibility of editorializing, they have, even though the numbers Popular new feature! a more definitive will, in turn, take in the rating books might not be im- Custom Sponsor I.D.'s role in the community. pressive. More and more agencies few of thoughts of These are a the are beginning to direct their com- Skinner, director of radio Auditions and rates on request George mercials to a certain caliber audi- services for The Katz programming ence, rather than determine their WICH SYNDICATION reflects Agency Inc., New York, as he buys strictly on mass impressions." on radio's place in the sixties. Don Lasser, Pres., Janice Grayson, Mgr. will play an impor- Mr. Skinner feels that people tend Creative talent tant role in helping radio to meet Radio Station WICH, Norwich, Conn. to evaluate radio subjectively, that P.O. Box 551 7 -1613 decade, Mr. TUrner their own personal preferences nat- the challenge of the new has been urally invalidate all other types of Skinner points out. "There a loud cry in the broadcasting field programming for which they have no IIIIIIIIIIIIIIIIIIIIIIIIIIIIII'IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII111:IIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIiII1II11lI1I11 this commodity, and affinity. "It's not unusual," he points for more of many people have expressed ideas out, "for a listener who can get good it. while oth- KFAL RADIO music from two or more stations to about developing But ers the problem from an FULTON, MISSOURI complain about a station that plays approach the currently popular tunes. Oddly academic point of view, radio has encouraging people DOMINANT FARM RADIO SERVICE enough, it is more unusual for a lis- already started to think beyond the confines of con- tener to one of the modern, fast - 16 hours of farm radio a week cases, creative paced stations to advocate forcing a vention. In some ... Interesting, pertinent and good music station to play their kind people already have been taken out factual information and proof usual vacuum, and have been of records. As a rule, they simply their gramming for farmers. don't listen to the good music sta- promoted to top managerial position." tions. The premium on new ideas "Smack in The Middle" of the Cross- But even more damaging, notes has opened new avenues to creative roads of the Nation! Dominating a have been stifled in an Mr. Skinner, is the misguided judg- people who vast moving audience, travelers, and ment of what is and what is not good atmosphere of conformity." vacationers going everywhere all year public service programming. "They As editorializing finds its way into long ... On U.S. 40, and U.S. 50- complain that abbreviated public more programming policies, Mr. both transcontinental highways, and on will service announcements cannot be as Skinner feels that "Its influence U.S. 54 Chicago to the Southwest. in the good as half -hour interviews with wield considerable power From Border to Border in Missouri, of community image. 1 the good ladies of the charity bazaar. formulation KFAL RADIO reaches the great auto- - Editorializing has been the tradi- They can't comprehend that a well radio, and portable -radio audience, tional activity of newspapers, but in produced one-minute announcement, with news, information and entertain- heard frequently enough, reaches too many cases the newspapers have ment. Are you represented here? more people effectively than a dull abdicated this field. Because of its this leaves radio half -hour one -shot. unique flexibility, Represented by John E. Pearson Co. "In the sixties," he continues, "I as the heir apparent. Radio will as- believe we can look forward to more sume this responsibility in the future KFAL RADIO Tel: Midway 2 -3341 diversification, less preoccupation and the daily editorial will become a Fulton, Missouri with any one kind of music and the standard commodity on many more 900 Kilocycles 1000 Watts

eventual separation of the men from progressive stations." IIIIIINIIIIIIIIIIIIII11111111111111111111111111111111111f III111111111111111111111111111111I IIIIIIIIIIIrmm1NllGlll

49 U. S. RADIO March 1961

www.americanradiohistory.com report from THE TRUTH agencies WILL OUT!

According to two September Account Man Speaks Out On 1960 Audience Surveys Need for Local Broadcaster Unity in the Kalamazoo Area -Too often the local station becomes potential sales can be lost-" so engrossed in ringing up a sale for Turning to the subject of mer- W 11 I its ow71 cash register that it does this chandising Mr. Whitehead stated with disparagement to the neighbor- that while this is an important phase ing stations. and the resultant cost is of the sales picture, it should not be In Pulse No. 1 the weakening of confidence in the overdone. ¡Gam to6pm medium." "The media buyer today," he These words, delivered by Robert pointed out. "buys a station for its Whitehead, account executive advertising coverage In Hooper No. 1 L. and not because and vice president of Guild, Bascorn of merchandising promises. At the '7 am to 6 pm Bonfigli Inc, San Francisco. to the same time I am not recommending San Francisco Radio Broadcasters the abandonment of merchandising. Coll our BTS Rep. for the Scoop Assoc, indicate his feeling of a need But a perspective must be main- for greater units- among the Local tained Merchandising can make a broadcasters. strong station stronger, but it won't «'K. 111 The public. \fr. Whitehead not- make a weak one strong." ed. is a 5,000 Watts not so concerned over what Using Guild. Bascom Bonfigli station leads the area as the are in dient as an example, Mr. Whitehead Indie-24 Hours a Day the programming image of that, and pointed to the effectiveness of mer- Pepe Metre erra Set 1' : tl ,r,.rz Set 34.(4 the other stations: "1 think sou hold chandising when it is properly used_ listeners to sour station because you The client referred to was Man- El- give them what they want len's Jams and Jellies (for complete Pr -and Ci. sine Exqu :se . Dan there are enough different formats stOr), see C- s. RADIO, September available to satisfy everyone." 1960, p. 32 . a regional grocers prod- Une Atmosphère É,zgante From the agents viewpoint. he felt uct advertiser that realized a sizeable there was much that could be done sales increase when it turned to the to pros ide agencies with overall me- sound medium: dia information. "It is helpful to "In one important California city have certain up- to-date information. carning \fan Ellen's radio adver- both local and national, on the me- tising." said Mr. White head, "a dium as a whole_ It is our experi- leading chain outlet stocked only ence that not enough of this infor- one -half dozen of their 33 different mation is supplied us directly by the varieties. The client asked us if we sales bureau of sour industry. and could help get more shelf space, pos- practically nothing from them seeps sibly adding several other varieties through to us from their member to the six carried_ stations. "Looking to radio for assistance,

"Realizing the sales potential of we called upon both the station rep - radio time in the San Francisco area. tesentatise and station mana_ement it might be well worth sour associ- to help us. Bs enlisting their first- ation's efforts to investigate the pos- hand knowled_e of the individual in- sibility of establishing a Radio Ad- soise.l, sse were able to spot the vertising Bureau. This would bring .Achilles Heel in the armor of a rath- radio clover to other media that al- er tough chain owner. reads have industn representation "Together we prepared a promo- here. tion that excited this important mer- "urels this prospect in itself chant_ would help local media buses sell "He was so enthusiastic that eight more radio not only in this impor- weeks prior to its Mart he instructed tant market, but in other areas his buyers to increase their Mars throughout the country- where. due Ellen's line. and by now then are to lack of current radio information. handling 29 varieties"

50 G. S. RADIO March 1961 www.americanradiohistory.com NEW LIGHT on the direction media -selling strategy is taking

1,900 - 17 000 8 500 1,818 I I- I ! I 16,186 8,101 1,.00- accounts -coo-insertionslions 8'C.C°-pages I 700 15,000 7,500

1,600 14,000 7,000

1,500 13,000 6,500

1,400 12,000 6,000

1,300 11,000 5,500

1,200 10,000 5,000

1,100 9,000 4,500

1,000 8,000 4,000 '52 '53 '54 '55 '56 '57 '58 '59 '60 '52 '53 '54 '55 '56 '57 'SB '59 '60 '52 '53 '54 'SS '56 '57 'SB '59 '60

Year -end 1960 totals confirm it ...no advertising publication carries as much media advertising as SRDS

SRDS PERCENTAGE OF FIELD TOTALS -1960 NUMBER ADVERTISING PAGES BY MEDIA -1960

8,101 72.84 SRDS, the mediabnying directory

3,529

ADVERTISING AGE, 2nd ranking trade publication ACCOUNTS INSERTIONS PAGES

Charts based an actirity in '1 adrertiing trade publications SRDS Adrertisíng Checking Serriee Where did media advertising go in 1960? The trendlines This keying of selling actions to the special buying are clear. Media sellers, as a group, continue to be more practices of advertising is suggested in other ways -the advertising- minded than ever. In the trade press and number of media sellers who use SRDS exclusively SRDS, advertising pages were up 4.6%- advertising among those who limit their advertising to a single insertions up 1.9 ¿. publication (roughly, 2 out of 3). And also by the growing preponderance of dominant Service -ads, carry- Within this continuing growth trend is the suggestion of ing thorough "tell -all" information on a regular basis in a significant development, new light on the direction the media -buying directory of advertising. media -selling strategy is taking. Apparently, a growing percentage of publishers and Based on the record it would seem that media owners station owners consider their advertising in SRDS the are clearly placing more and more emphasis on a unified, keystone about which an effective selling program is tighter -knit marketing approach . linking all their built ... and are making sure their Service -ads in SRDS selling efforts to the known way advertising people buy are as competent as possible -filled with good media (their habitual use of SRDS and constant need for information on their market, their audience, their quickly accessible media and market information). medium ... well- planned and thoroughly useful.

Standard Rate & Data Service, Inc. the national authority serving the media -buying function C. Laury Botthof, President and Publisher 5201 Old Orchard Road, Skokie, Illinois SALES OFFICES: SKOKIE NEW YORK ATLANTA LOS ANGELES

U. S. RADIO March 1961 JI www.americanradiohistory.com HYLAND (Cont'd from p. 37) report from is made up of poetry and dramatic readings ... a complete change of networks pace from the hard news of earlier segments. This is followed by the KMOX version of the "housewives protective league" ... with some At Your Service innovations - appear- NBC: CBS: ances each week by a leading woman psychologist specializing in family The new face of Monitor, NBC's "Radio stations have a dual respon- relations, plus regular interviews on weekend radio service, is Monitor sibility in our society: survival and the spot with home economists, '61. Additional features, a selected stature. The broadcasters must strike homemakers and a representative of ; group of top personalities and an ad- a delicate and difficult balance in or- the Better Business Bureau. We also justed time schedule are the major der to maintain both positions." feature reports on the public schools ingredients of the new format. Ac- These words are part of a recent ad- one of our most meaningful fea- cording to William K. McDaniel, ex- dress by Arthur Hull Hayes, presi- ... tures in our opinion. ecutive vice president in charge of dent of CBS Radio. Mr. Hayes feels NBC Radio, special features covering that not everyone connected with the The 3 to 4 p.m. period also pro- comedy, news, sports, music and re- industry is fully cognizant of radio's vides for a telephone question peri- motes will be hosted by Mel Allen, stature: "Many station managers nec- od. But the guest of the day is a Hugh Downs, Betty Furness, Dave essarily belong to what might be spokesman from government, busi- Garroway, Wayne Howell, Lindsey called radio's 'second generation.' ness, the arts, education, science, Nelson, Bert Parks and Gene Ray- They are not the oldtimers who par- labor or other fields of interest. burn. However, he noted that Moni- ticipated in the beginnings of the We've had such guests as Martin tor "regulars" such as Nichols and medium. And so, with no direct ex- Luther King, Senator Stuart Syming- I May, Bob Hope and Bob and Ray perience of the power and excite- ton and in one memorable after- will still be carried. ment of radio when it ruled the elec- noon, Charles Taft, son of the presi- Though the Friday night segment tronic roost, some of them do not dent, followed by Mrs. Eleanor of Monitor has been cancelled, Mr. have a real sense of its continuing Roosevelt. Just before the election, , McDaniel states that some of the potential and importance." we devoted two full hours to a de- regular weekend features such as On Mr. Hayes feels that no matter bate between a Jesuit priest and a the Line with Bob Considine and what kind of programming a station Baptist minister on the separation of Youth Forum will be heard Fridays. has, survival comes first, then quality. church and state. And to show you The new Saturday and Sunday sched- "Broadcasting cannot create the pub- the range of our program, we have ule will consist of five three -hour lic taste. But we can lift and broaden even included telephone question blocks, three of which will run on it by exposing people to things they periods with such down -to -earth ex- Saturdays in the morning, afternoon might not have experienced at all." perts as a garage mechanic and a and evening. The two Sunday blocks plumber. will run an hour apart during the Our 4 to 5 p.m. segment of At afternoon and evening. Your Service can take the listener MBS: anywhere. We have been at a hous- ABC: Game of the Day, aired over Mu- ing project during a racial disturb- The new regional radio network, tual every season since 1950, will not ance; on a train that was taking ABC Radio West, will serve 10 west- return to the air this year. With the Harry Truman from St. Louis to the ern states through the facilities of 104 ever increasing prevalence of the in- Kennedy inauguration; in a bank stations of the ABC Pacific Network, dividual ball club's own networks, lobby a few moments after a day - the Arizona Network and the Inter- plus more night games, plus more light robbery. ¡Ve have our light mountain Network. Robert R. Pau - teams being formed in various cities, moments, too . . . ir! the complaint ley, ABC vice president in charge of the network feels it cannot adequate- department of a downtown store and I the radio network, announced that ly broadcast The Caine of the Day, in the baby animal nursery at our St. "ABC Radio West will have a cover- under the provisions it established Louis Zoo. We also feature science age arca encompassing more than 11 for the program back in 1949. At reports for the layman, theater re- , million radio homes and almost 26 that time, it was determined that views, vignettes on s /tow business million people. This total market is only daytime games would be aired personalities, concert criticism, and ,¡

. more productive, shows a greater and at the saine time, no station with- fashion features. rate of growth and a higher degree of in a fifty -mile radius of a major We have recently instituted a job - prosperity than any other area." Ile league gaine could air that clay's pro- hunters guide -a timely service un- noted that these westerners will be gram. The network feels these linti- der current conditions. We even air offered regional programming com- tations are no longer feasible today gourmet recipes. One for ham cooked bined with the regular services of the with the above changes in baseball in sherry drew several hundred re- ABC Radio. activities. sponses.

52 U. S. RADIO Atarch 1961 www.americanradiohistory.com From 5 to 7 p.m. with the shifting report from rush -hour audience in mind, At Your Service consists of news, busi- Canada ness news, sports and weathercasts of varying length and subject matter. This segment also includes the CBS network feature, "In Person," with its interviews with unusual and colorful persons in and out of the news, Radio Sales Bureau Becomes a program format that ideally com- Reality, Offices in Toronto plements our At Your Service. Many of our advertisers tell us The Canadian counterpart of the ends, so that at the March 12 meet- that they have found an unexpected Radio Advertising Bureau will be ing of the CAB in Vancouver we bonus in this type of programming. taking its first steps in the near fu- tvill be able to present our members Their commercial messages, partic- ture, according to Mr. Donald Jame- with a complete wrap -up of our ularly those of a musical variety, son, provisional chairman of the in- task." stand out with greater impact. One fant organization. Discussing the various procedures client ... a national advertiser based "The title for the association will followed by the committee, Mr. in St. Louis . . . was so impressed probably be the Radio Sales Bu- Jameson points out that it investi- with the effectiveness of our new for- reau," states Mr. Jameson. "There gated the American RAB in order to mat, that he changed his 16-minute had been mention of calling it the understand the workings of that or- sports digest to fit the At Your Serv- Canadian Radio Advertising Bureau, ganization. "We studied many al- ice pattern by adding reports from but since there is no official alliance ternatives to the organization in correspondents from coast to coast. with the American RAB, we felt hopes that at the outset, the work- We've learned a lot from our new that title could prove misleading." load could be as smooth as possible. programming. We've learned that a Groundwork toward the creation "The CAB financed the operation local staff can rise to heights of crea- of the RAB was laid at last year's of our interim committee and xvill tivity and inventiveness when a chal- annual convention of the Canadian continue to defray expenses until the lenge is presented and backing of Association of Broadcasters. At that organization can support itself. Basi- management is freely given. We've time an interim board was chosen cally, subscription rates in the RSB learned that programming of sub- from the ranks of the CAB to study would be in direct proportion to the stance can move merchandise. the purpose and organization of the size of the station and of its market. We've learned that meaningful RSB. Mr. Jameson was selected to This is similar to the subscription programming can attract ratings. In pilot the interim board through the plan used by RAB." fact, At inception of the new association. He our Your Service ratings Fall Campaign average 26 percent higher than pre- has done just this and is now ready vious music programming. We've to hand over the reigns to RSB's first Based on the fact that 81 percent learned we can no longer underesti- president as soon as one is selected. of all stations in Canada are mem- mate the listening public, with its (Mr. Jameson has announced that bers of the CAB, Mr. Jameson sees is for the higher educational level and its the CAB casting about every indication that the new Radio growing demand for information right man to fill the $20,000 -a -year Sales Bureau will certainly have } and enlightenment. And we've job.) strength in numbers. At time of last year's conven- weeks, learned the most important lesson of the "In a matter of probably tion, the read the specially pre- in we expect to have all: that radio, properly pro- CAB sometime April, pared Woods Gordon Report, a an office established, equipped and grammed, can be as exciting, as pro- study that indicated the need for running in Toronto," adds Mr. vocative and as influential as any medium. Canadian broadcasters to band to- Jameson. "Our goal is to have the gether in an effort to further the RSB operating at full steam in time interests of radio. The idea was re- for a major fall campaign." i,. McLENDON (Coned) ceived by CAB membership with in- Because Toronto is considered the terest and enthusiasm. The interim hub of Canadian broadcasting ac- here their secret weapon, their board was established and prepara- tivity, this city is the logical seat for hitherto clandestine formula- music tory work was begun. the RSB central office. But Mr. plus news, and news and news. With "We determined that the purpose Jameson notes that if expansion us, on- the -spot news is the exciting of the new organization should be proves desirable, and he expects that ti promotion while contests and stunts to exert a concentrated effort to sell it will, branch offices will undoubted- says ly Montreal o- are for some stations and sports for radio as a medium," Mr. Jame- be established. Ottawa, be id others. The potential of radio news son. "The prime goal will to get and one of the major cities in the tl is awesome. Radio, in its high noon, more business into radio. We have West may well be designated as re-

R has proved that there are sounds just completed the organizational gional centers to handle expanded (Cont'd on p. 54) charter along with all the odds and activities.

U. S. RADIO March 1961 53 i www.americanradiohistory.com radio (Cont'd from p. 53) research that are worth a thousand pictures- - the bombast of Benito Mussolini -14/1//1--, from the great square in Rome, the stuttering delivery of a king abdi- cating his throne... . Three -Quarters of Retail Sales In these days to come, as we citase the .ran, radio will seize the news Concentrated in 199 Market Areas leadership of this nation. And what a period of service faces radio in this Radio's importance in the country's The seven markets showing a de- amazing day when our East Coast is the of and major markets as a powerful mass cline in population were: Wilkes - West Coast the Rhine, the medium reaching millions of people Barre, Johnstown, Scranton, Pa.; defense of Portland begins in Shang- has gained strength as the result of Wheeling, 1V. Va.; Altoona, Pa.; hai. findings of the J. Walter Thompson Texarkana, l'ex., and St. Joseph, Co., New York, study of the 1960 Mo. census. Preliminary findings of the The West was the fastest growing GAITHER (Conf'd) agency's comprehensive marketing section of the country, the report study reveal that the population gain said, increasing by 7.9 percent. This formed with quality -we offer it to of 28 million over the past 10 years was double the rate of growth in the our listeners, whether it is Pat Boone is concentrated in 199 major market- nation as a whole. or Ludwig Beethoven! ing areas. These areas account for Musically, our 3 -Bs are Big, Bright about 70 percent of the nation's total Strides in South and Beautiful. retail sales. The South showed significant Now a word of explanation about In 1950, the findings reveal, 59 "Special Days." 24 -hour gains, adding 7.8 million people in our Each percent of the population was cen- the 50's. Growth was concentrated daily schedule at WSB carries out a tered in the key markets. But by in the western and eastern sections single theme. It may be "Advertising 1960, 64 percent lived in the major of the South. Day" or "March of Dimes Day" or markets. The so- called "cream of "Minstrel Day." Every program is shifts account for five the markets" -the 199 areas with Population then punctuated by a related feature. million more Californians today central cities of 50,000 people or And here I should mention that I 10 ago. Florida increased more -absorbed nine out of 10 of the than years think we are exercising positive lead- more New population increases, the Thompson in absolute terms than ership in the move to re- establish the study shows. York, and had the fastest growth importance of individual programs. in The increase in rate the country. Let me cite Iwo examples: TI'e are since 1950 the number of Texans presently embarked on a series of Beat National Rate or equals combined populations hour -long medical forums, in cooper- Worth. The study also indicates that the Houston and Forth ation with the Fulton County Medi- 22 major metropolitan markets of The total 28 million growth is by cal Society. Listeners are invited to over a million people grew 25.6 per- far the largest gain in any previous phone their medical questions, which cent compared with the national 10 -year period, the findings indicate. are answered by a panel of outstand- growth rate of 18.5 percent. Yet there In fact, the growth almost equals the ing doctors in our studio. Another cirre seven metropolitan markets total gain achieved for the preceding example: Coining up in about 10 that were smaller in 1960 than in 20 years. days, lf'SB is cooperating with The- 1950. "This points up ater Atlanta to present a complete the necessity Retail Sales of examining each market individ- Iwo and a half -hour production of ually," according to Norman H. Thompson will publish its com- Shakespeare's "The Merry Wives of Strome, president of "Thompson, who plete report on all markets in the II'indsor." announced the study. United States in the summer. Final Two other segments of our pro- The 22 major markets showing a census figures of the decade 1950 -60 gramming that deserve mention are growth rate of 25.6 percent were: As'ill be combined st'ith retail sales ;Vigh1beat and the Clock Watcher. New York City -northeastern New statistics and organised to give a pic- ,Vightbrat runs from 9:03 to mid- Jersey, Chicago- northern Indiana, ture of the current marketing situa- night. It is an ambitious sound-mir- 1ms Angeles-Long (teach, Philadel- tion in the United States. The ror of Atlanta by night ... the music, phia, Detroit, Boston, San Francisco - agency has perforated the study on a the voices. the activities of a city of Oakland, Pittsburgh, St. Louis, continuing basis since 1912. a million. \'ashington, 1).C., Cleveland, Balti- The agency's study is titled, "Popu- The Clock Watcher runs from more, Jliuucapolis -St. Paul, Buffalo, lation and Its Distribution." Pre- midnight to 5 a.m. and is designed to Ilouston, Milwaukee. Seattle, Dallas, liminary findings acre recently pub - provide a complete late -night show Ciuc iuuati, Kansas City, San Diego lished in a Ili -page brochure. "Cream for the multitude of people who live and Atlanta. of lour markets." and work the late -trick.

51 V. c. H.1/)/0 J1:11dr 1961 www.americanradiohistory.com names and faces

Noting the Changes Among The People of the Industry

AGENCI ES George Oswald joins Geyer, Morey, Madden & Ballard, New York, as senior v.p. He was with Kenyon and Eck - Steve Aubre and John R. Rockwell, vice presidents of hardt, New York, as v.p. Doherty, Clifford, Steers & Shenfield, New York, have Marvin Antonowsky and Sy Lieberman promoted to vice joined the agency's board of directors. presidents at Kenyon & Eckhardt, New York. Alfred S. Moss, formerly with Don Kemper & Co., New Bruce M. Stern and William K. Brusman elected vice York, joins Kastor Hilton Chesley Clifford & Atherton, presidents at Nelson Stern Advertising, Cleveland. New York, as senior v.p. Grant Hipwell electe d v.p. and director of art at J. M. Robert H. Lundin, formerly with Pillsbury Co., takes Mathes, New York. over Pet Milk account for Gardner Advertising Co., St. William A. Murphy chosen v.p., media, at Papert, Koe- Louis. nie, Lois. New York. STATIONS was formerly with Broadcast Time Sales, New York. Bell, formerly with WMCA, New York, joins Chi- Robert Mounty, \VIP Philadelphia account executive, Robert cago office of Bernard Howard as account executive. designated local sales manager. Dick Quaas moves into sales department of Adam Young, Pat Hodges, previously with Franklin Mieuli Assoc., San Chicago. He is a former account executive with KHJ- Francisco production firm, named sales national service Los Angeles. representative for KSFO San Francisco. TV Joseph Friedman joins H -R Representatives as manager Robert L. Krieger promoted from account executive to of the San Francisco office. He was with Headley -Reed sales manager of WQXR New York. in San Francisco as an account executive. John Struckell appointed general manager of WFPG At- Jack Kabateck, former account executive with Headley - lantic City. He formerly served in same capacity with Reed, Los Angeles, joins sales force of Torbet, Allen & WOND Pleasantville, N. J. Broaddus Crane, Los Angeles. Johnson promoted from account executive to -Reed, joins Venard, sales Guy Capper, formerly with Headley manager at WNBC New York. McConnell, ex- Raymond Rintoul & New York, as an account G. Hard, former WAIMW Meriden, Conn., ecutive. sales manager, appointed general manager, WBMI offices in Atlanta and Philadelphia, \I enden. In opening new The Bolling Co. has appointed Frank A. Cason, Jr., to man- Frank E. Fitzsimonds, former owner of KABR, Aberdeen, age the Atlanta office and Robert S. Dome to run the S. D., joins KBOM Bismarck -Mandan, N. D., as execu- Philadelphia branch. Mr. Cason was formerly with \VSB tive v.p. Mr. -Reed, Phila- James Atlanta. Dome was with Headley G. Wells, KRUX Phoenix, promoted to assistant delphia. general manager of Leland Bisbee Broadcasting Co., sta- Fred von Hofen has been named manager of Heritage tion's parent company. Stations Representatives. He was with KOL Seattle. Perry Bascom leaves position of national radio sales manager for Westinghouse Broadcasting Co., New York, to NETWORKS become general manager, KYW Cleveland. Former KYW Russell G. Stoneham has been named director, program manager Carl Vandagrift appointed staff coordinator for development, West Coast, for NBC. special corporate projects at Westinghouse. David S. Proctor promoted to manager of radio station Roy M. Schwartz, former program manager of WIBG clearance for ABC Radio. He was account service repre- :r Philadelphia, named operations manager. sentative in that department. q W. B. Steis, former general manager of W 1ER Dover, 1Villiam H. Cochran appointed ABC's West Coast rep- O., named general manager WKJF -FM Pittsburgh. Sta- resentative. He was station clearance sales service assist - tion's new sales manager is former account executive Rob- ant for the West Coast. Bob Bagley named manager of

, ert G. Clarke. advertising and promotion for the western division. He °l Larry Buskett appointed general sales manager of KRAK was formerly a literary agent. °Í Sacramento. He was formerly executive v.p. with KRAM INDUSTRY-WI DE Las Vegas. Radio Co., Dallas, lias announced the ap- Gordon Potter, previously sales manager of WPCA -TV The Collins pointment of A. Prose Walker to head up development it Philadelphia, named and director of station manager activities at the company's Cedar Rapids division. Mr. ;r, sales, WQAL -FM Philadelphia. Walker was formerly %vith the National Association of id REPRESENTATIVES Broadcasters. Also at the Cedar Rapids division, Glenn d Paul L. Kinsley joins Bernard Howard, New York, as M. Bergman, former sales director of the eastern region, 6 lirector of market research and sales development; he has been named director of marketing. of 2

Johnson Krieger Vandegriff Potter Struckell Hard Bascom Oswald

U. S. RADIO March 1961 55

www.americanradiohistory.com EDITORIAL

... a welcome and a pledge

(Reprinted from SPONSOR, March 6, 1961)

Radio is a medium of 4400 voices heard via weekly) , u. S. RADIO (monthly) , and u. s. rar 156 million sets. Soon this 4900 will become 5000, (monthly) . for more am and fin stations are going on the air As in Canada, where CANADIAN SPONSOR has almost daily. Its universality and ability to move become the interpretive, facts -and- figures broad- people to act are unique, yet its place as a na- cast guide for advertisers and agencies, we prom- tional advertising medium is being questioned on ise that u. s. RADIO and u. S. FBI will represent the every hand. best in business paper journalism. We have great faith in the future of radio as a major advertis- Because SPONSOR feels that radio has so much ing medium and will spare no effort in helping ' to offer as an advertising medium, and because its guide that future along healthy channels. Fur- firm place as a medium of character must emerge ther, before long you will learn how the services in the 'GOs, SroNsoR has devoted special attention provided by u. S. RADto and u. S. FM complement to the problems and values of radio. the service provided by SPONSOR.

Now comes an opportunity to render an even With the purchase of u. s. RADIO and u. s. Pst better service. For effective with the March is- we are delighted to welcome back a clear friend sues the two magazines of radio advertising, u. s. and former associate. Arnold Alpert returns as RADIO and u. s. FM, join the SPONSOR family. The vice president and assistant publisher. He brings broadcast publications owned by this group now witlh him the full stall of the radio publications

are SPONSOR (weekly) , CANADIAN SPONSOR (bi- the headed.

Publisher

5V U. S. 11.91)10 March I96l1 www.americanradiohistory.com The Big

WLW Radio World! ...with audience amo ng top 10 in Americal.1and fir st in Cincinnati WLW RADIO now commands an overwhelm- audience 50% in one year! And has increased ing 70% of the daytime total audience, more its daytime metropolitan Cincinnati audience than twice as much as the other 4 Cincinnati 27% in one year! Radio Stations combined! And WLW Radio So when you're buying Radio time, take a also commands 38% of the daytime metro- good look at these figures and charts and politan Cincinnati audience. ... you'll see why you should call your WLW WLW Radio has increased its daytime total Representative! You'll be glad you did.

TOTAL AUDIENCE (October- November 1960 NSI) Number of Radio Homes Reached Per Broadcast. Average V, Hour Per 3 Hour Day Part -6 AM to 6 PM. 1,000 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000

WLW

Station B

Station C

Station D

Station E

CINCINNATI AUDIENCE (October- November 1960 NSI) Number of Radio Homes Reached Per Broadcast. Average'/. Hour Per 3 Hour Day Part-6 AM to 6 PM- projected against 320,200 radio homes in metro Cincinnati. 1,000 3,000 5,000 7,000 9,000 11,000 13,000 15,000 17,000 19,000

WLW

Station 6

Station C

Station D

Station E

World's Highest Fidelity Radio Station Crosley Broadcasting Corporation, a division of Arco

www.americanradiohistory.com SOUNDSMANSHIP DEFINITION: Today's radio business. The business of creating that different, can't -be- copied sound -image for your radio station. The sound -image that produces peak sales. SOUNDSMANSHIP= RADIO SALESMANSHIP How do you get SOUNDSMANSHIP? EASY. Call your Ullman -Man. He'll tell you the facts about THE the program and L_ \ production service SOUND that digs more E dollars for you IMN JINGLES and TARGET JINGLES the station jingles with the most ear appeal for every format

SPOTIKMASTER tape cartridge equipment the complete hi -fi, low -cost recorder -playback unit

to put SOUNDSMANSHIP to work for you now,

S M

RICHARD ULLMAN, INC. 1271 Avenue of the Americas, New York 20, N.Y. PLaza 7.2197

THE BIG SOUND Is produced by Stars International, Inc. and sold exclusively in the U.S.A. HE PETER FRANK ORGANIZATION. INC. by Richard H Ullman, Inc , 4 both Divisions of Hollywood Calif New York N.Y,

www.americanradiohistory.com ! :A Grows fit% in '60* 0)00 homes added ;olden Sound Circle

A U.S, RADIO PUBLICATION FOR FM BROADCASTERS AND ADVERTISERS

VOL. 2 - NO. 3 MARCH 1961

INDIANAPOLIS NAB .LIBRARY' WFBM -FM Sheraton's Two - Fm Pronged Use APR 101961

Í Hotel Firm Buys Fm in Major Markets And Installs Receivers in New Units

(t; more than coincidence that ;I great growth occurred in the What to Do With Daytime Fm? ii. year of WFBM -FM's oper- it n. Planned variety program- Kroger -Owned Supermarket Chain in s g, outstanding news -in -depth Houston Finds All -Day Package Pays erage and day-in- and -day- n promotion have focused more u more attention on FM. v WFBM -FM "Golden Sound Sales and Programming Lessons Othe Middle West" .. . Reaches a market of 237,557 select Fm Seminars at NAB Convention to FM Families Stress Fm Advances and Problems Dominates a 51 county area where retail sales total more than $2 billion. f s is the select market for your Manufacturer Grows With Fm iuct . . . just ask Walker -

1 valt, Inc. Four -Year -Old Transmitter Outfit u n 1960 FM set sales in WFBM -FM coverage area. Expands Into Fm Equipment Specialties

OF! r3 932mc "t :Al SOUND OF THE M/DDLEWEST" 0 BOB

A. rice's most powerful commercial FM station A Service of TIME.LIFE Broadcast

www.americanradiohistory.com IIIIC IIIIIIIIIfl= d a welcome and a pledge

(Reprinted from SPONSOR, March 6, 1961)

Radio is a medium of 4400 voices heard via weekly) , u. S. RADIO (monthly) , and u. s. Fat 156 million sets. Soon this 4400 will become 5000, (monthly) . for more ant and fm stations are going on the air As in Canada, where CANADIAN SPONSOR has almost daily. Its universality and ability to move become the interpretive, facts- and -figures broad- people to act are unique, yet its place as a na- cast guide for advertisers and agencies, we prom- tional advertising medium is being questioned on ise that u. s. RADIO and u. S. FM will represent the every hand. best in business paper journaliste. We haie great faith in the future of radio as a major advertis- Because sIONSOR feels that radio lias so much ing medium and will spare no effort in helping to offer as an advertising medium, and because its guide that future along healthy channels. Fur- firm place as a medium of character must emerge ther, before long you will learn how the services in the 'figs, sroNsott has devoted special attention provided by u. S. RADIO and u. s. FM complement to the problems values of radio. and the service provided by SPONSOR.

Now comes an to render an even opportunity With the purchase of u. s. RADIO and u. S. FM better service. For effective with the March is- we are delighted to welcome back a dear friend sues the two magazines of radio advertising, u. s. and former associate. Arnold Alpert returns as i RADIO and u. s. FM, join the SPONSOR family. The vice president and assistant publisher. lie brings broadcast publications owned by this group now with him the full staff of the radio publications are SPONSOR (weekly) , CANADIAN sroNSOR (bi- he headed.

Pill, lisllrr

www.americanradiohistory.com FORE MOST

NAB Fm Convention Agenda Two -day fm agenda to be held in conjunction with the National Associa- To Stress Sales and Programming tion of Broadcasters' convention in Washington in early May will feature sales and programming activity (see full agenda, p. 11) . On May 6, a day before the convention opens, the National Association of Fm Broadcasters, will conduct an all -day program featuring a sales seminar comprising agency, advertiser and fm executives; presentations by the four fm networks and program services, and a special Pulse fm report. On May 7, the NAB "Fm Day" program will highlight activity reports by NAFMB regional directors.

EIA Figures Show January Fm Fm set production figures for January, as announced by the Electronics Set Production Hike Over 1960 Industries Association, showed a marked increase over the production figures for January 1960. The EIA states that 50,421 sets were produced during the first month of this year, while 40,162 were built in January 1960. Sets produced in December 1960 were 52,437.

Fm to Broadcast All Yankee New Yorkers who are Yankee baseball fans with fm sets will be able to Games for Complete Season hear all of the ball club's games this season. According to the station, WCBS will carry all Yankee road games, all home night games, as well as all Saturday, Sunday and holiday games, live, over WCBS- AM -FM. In addition, the Monday through Friday afternoon home games will be heard over WCBS -FM only. In the pre-season exhibition schedule, the fm facility will carry all the games while the am will carry only the weekend games. Broadcasts will be sponsored by P. Ballantine & Sons and the R. J. Rey- nolds Tobacco Co.

Over 260 Markets Represented At the time of its inception, last September, u. S. FM compiled a listing of In US. FM's Station Key fm stations as an aid to broadcasters and advertisers. A total of 256 stations in 180 markets responded to the questionnaire sent to fm broadcasters. With the current issue that figure has risen to 413 stations repre- senting over 260 markets. Nearly one half of the operating fm stations are now in the listing, with an average of 25 stations sending in listing data each month.

Week of April 17 Designated As a tribute to dealers, distributors and fm set owners, San Diego's fm "Fm Week" in San Diego broadcasters have formulated plans for an "FM Week" running April 17 through 22. The stations plan heavy spot schedules promoting the affair, according to Jim Fox, manager of KFMB -FM, while dealers have been asked to participate by announcing the event in local newspapers. The San Diego Advertising & Sales Club will honor "Fm Week" with a program devoted to the industry. Ra) Baker of KFSD -FM states that there are eight commercial and two educational stations in the area.

U. S. FM March 1961 1 www.americanradiohistory.com L E T T E R S VOL. 2- NO. 3 Article Request MARCH We wish to enquire re copyright permission for an article entitled 1961 Fm: Today's Radio which appeared in the February 1961 issue. Our client, a Toronto fm station owner, wishes to distribute copies of this article in a direct mail campaign. . . . IN THIS ISSUE . . Susan Semevan Fore Most 1 Librarian Foster Advertising Ltd. Trends and Highlights in Fm Radio; Toronto, Canada Reports on Fm Advertisers and Stations

Sheraton Signs the Fm Register 3 Togetherness Hotel Chain Uses Fm in 29 Markets; Installs Fm Sets in New Suites Enjoying your U.S. FM magazine very much ... it establishes the feel- Manufacturer Mushrooms as Medium Expands 5 ing of "togetherness," i.e., we are not Transmitter Producer in Business Four alone in this great big beautiful fm Years Experiments with Specialties world, the last strong -hold of the How Make "seekers of relaxed listening." to Daytime Fm Pay 6 All -Day Fm Package for Kroger- Owned Jack J. Gwyer Sells Groceries Director of FM Operation Supermarket in Houston KREM (FM) Spokane, Wash. Favorable Mentions 8 Capsule Success Stories of Hometown Fm Advertisers; What They Buy and Why Useful Information Fm Station Key 11 We enjoy reading your publica- Up -to -Date Listing of Fm Stations, Including tion very much and find that it con- Programming, Market Penetration, Representative tains much useful information. Norman E. R. Higgins R. Glenn Editor and Publisher Bernard Platt Executive Vice President Program Director West Coast Representative WDNC -FM Elaine Couper Glenn Secretary. Treasurer Durham, N.C. Arnold Alpert Vice President Whaley- Simpson Co. and Assistant Publisher 700 Montgomery Building Jonah Gitltz Editorial Director FM Growth Mary Lou Ponsell Senior Editor San Francisco 11, SUtter 1 -4583 Wiliam Wendt Assistant Editor % Edith K. Whaley Once again, congratulations on Rollie Devendorf Art Director Shirley Sax Ad rni nis trati on- Production 216 S. Vermont t .s. FM. Your publication is an ex- Seymour Weber Office Manager Los Angeles 4, DUnkirk 7 -6169 & 6160 cellent addition to the growth of fm Arnold Farber Business Manager radio. Jo Ganci Secretary to 1Ir. Alpert Leonard Walk U.S. FM is published monthly by Arnold Alpert Publications, Inc. Price 35f a copy; sub- General Manager scription for U.S.A., $5 a year which includes U.S. RADIO, monthly publication also published WAll (FM) by Arnold Alpert Publications, Inc. Editorial and Business Office: 50 West 57th Street, Pittsburgh, Pa. New York 19, N. Y. Circle 5-2170. Printing office, 3110 Elm Avenue, Baltimore H, Md. U. S. Possessions and Canada, $6 a year for both magazines. Please advise if you move, Great Help and give old and new address. Copyright 1961 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland. We have seen our first copy of u.s. Fir, and think it is excellent and Arnold Alpert Publications, Inc. SUBSCRIPTION 50 West 57th Street should prove a great help to all fm. New York 19, New York John B. Cash Assistant Manager Please see that I receive each monthly issue of U.S. RADIO and U.S. FM WWPB (FM) -both for one year for one subscription of $5. Miami, Fla. Name Company Informative Title Type of Business Your January issue was most in- Company or formative and enjoyable. Home Address Colin Rossee City Zone State Program Director BILL PAYMENT ENCLOSED D WCHY (FM) PLEASE Charlottesville, Va. s<,.-.i ri .-r-flITrr.iaa,, . .

U. S. FM March 1961

www.americanradiohistory.com u. S. FM

MARCH 1961

Sheraton Hotels Sign The Fm Register

Fm growing pains, which are diminishing as the national spot picture brightens, received a balm not long ago from a new advertiser. Sheraton Corporation of Amer- ica, Boston, which owns and Oper- In 10 months, Sheraton's ates 59 hotels in -11 cities, has toyed with the idea of using the medium fm schedules jump from for some time. Last June, Sheraton did some serious thinking and initi- four stations to 29; ated spot schedules on four fin stations. Now, 10 months later, the fm radios go in new hotels hotel chain is a sponsor on 29 fm stations in major markets. Sheraton's association with fm is based on company figures that indicate that the Sheraton guest is also a member of the male fin audience, according to Gene Fins, director of

0. S. FM March 1961 www.americanradiohistory.com sheraton

"We analyze a market to determine the travel habits. We have learned that people in St. Louis travel frequently to New Orleans and Chicago. Our fm spots in St. Louis promote Shera- ton hotels in these cities."

radio and television advertising. The cial structure is unique in that each mine the travel pattern of its citi- figures come from a Sheraton study of the 14 sponsors have one hour of zens. Sheraton discovered, for in- made before the campaign in con- programming each day. But a spon- stance, that St. Louisans travel to junction with the company's agency, sor is constantly rotated so that his New Orleans on a frequent basis. BBDO Inc., Boston. program is never heard at the same One spot on its St. Louis station ad- time two days in succession. Shera- vertises the Sheraton- Jefferson in ton became \VNOB's 14th advertiser First Campaign New Orleans. Another city popular in February. with St. Louis travelers is Chicago, first fm to be used The stations according to Sheraton research. Con- were four from the Concert Net- Market List sequently, spots in St. Louis pro- work: WNCN New York, WHCN and Hartford, Conn., WXCN Provi- Sheraton hits most of the top mar- mote the Sheraton -Blackstone the dence and WBCN Boston. Sheraton kets in the country with its fm sched- Sheraton -Chicago. Sheraton spots in plunged right in with a 52 -week con- ule. The fact that a Sheraton hotel other cities are written according to tract for a daily program, Scores and is in a market is not particularly a the travel pictures there. requisite for placing a schedule on a Encores, 15 minutes of classical mu- Management at Sheraton has be- sic following the 11:00 -11:05 local fm station. If its travel studies p.m. come so enthused with fm that re- news. The format called for open- reveal patterns of overnight traffic ceivers are being installed in hotel ing and closing announcements and from one market to another, Shera- a one -minute commercial. ton will push a hotel in other cities. rooms. Each time an am receiver is advertises also in cities discarded, it is replaced with an am- Sheraton is now in the process of Sheraton a office. fm set. In it is contracting to expand its Concert where it has only reservation its new hotels, report- has reserva- Network programs to 55 minutes, For instance, Sheraton ed that Sheraton installs am -fm re- in Miami. running from 11:05 p.m. to mid- tion offices Denver and ceivers. night. Three one- minute commer- Here is a partial list of Sheraton cials will be added to this expanded fin markets: FM in Suites forma t. New York, Chicago, Boston, Hart- After the initial schedule proved ford, Providence, Washington, D. C., Sheraton's decision to put In sets successful, Sheraton began looking New Orleans, St. Louis, Los An- in hotel suites reflects its desire to for more fm stations. By November geles, Sacramento, Santa Barbara, render the best possible service to its San Francisco, Omaha, Houston. In- 1 last year, the company liad placed guests. Its investment as an adver- dianapolis, Louisville, Detroit, Cleve- 13 -week contracts on 25 stations in tiser makes Sheraton's interest in fm land, Pittsburgh, Birmingham, Tul- major markets. Most contracts have two -fold. As William Morton, vice sa and Wilkes-Barre, Pa. been renewed at the end of each president and director of advertising, are delivered live, cycle. They call for 20 announce- Commercials once put it, "Fill listeners represent ments a Monday Fri- and there are six to nine pieces of week, through a discerning and select audience." day. Preferred times are 7 p.m. to rotating copy. Each piece of copy Mr. Fins recalls that Sheraton 10 p.m. relates to various phases of Sheraton service; for example, the Sheraton went into fin advertising on its own electronic reservation system. "Reser- initiative. "I have kept up with fm Sponsor Rotation vatron," Sheraton hotels in Hawaii for a long time," says Mr. Fitts, possible. Sheraton is also one of the 14 ad- or on the West Coast, and Sheraton "reading about it whenever vertisers on \ \'NOB Cleveland. Mr. specialty restaurants. I am personally a great believer in Fins believes that WNOB's commcr- Each market is analysed to deter- fin's future."

4 U. S. FM March 1961

www.americanradiohistory.com ITA and Fm Grow Together

Industrial Transmitters & Antennas Inc., of Lansdowne, Pa., maintains the premise

Bernard Wise, president of ITA that `service is synonymous with quality.'

Ifr The facility with which would be a greater need for high fre- go order, can also be applied to state- la transmitting equipment can quency transmitters to service the fm side "rush jobs." Within 24 hours of rijo be installed and set into op- markets, we concentrated much of receipt of the order ITA states that may a ad. eration not be prime requisite our effort in this specific field. it installed a one -kilowatt fm trans- for a broadcast equipment manufac- io The rapid growth of his firm, Mr. mitter at WDJR -FM Oil Citw, Pa. turer, but such an ability can pa) oft Wise points out, is only relative to Oil City is located more than 300 uIat in a time of real necessity. the equally rapid growth of the fm miles from the ITA plant in Lans- ago, When the Tshombe government medium. downe. Tan in the Congo determined that an fm In a recent expansion the firm has As the company expands (it is now pro- station was needed in a hurry it gone into the promising area of auto- involved in the engineering and pro- I the called upon American ingenuity to mation systems. With this addition, duction of am equipment as well) , it

6 IC get the job done. Under the difficult the company's line of fm equipment has placed a great deal of emphasis

tc conditions surrounding any work g includes transmitters ranging in pow- on product research and develop- clone in that volatile area, a 10-kilo- er from 10 watts to 35 kilowatts that ment. One product, a result of ex- watt transmitter was installed and require no neutralization controls. tensive research by company engi- be the station was put on the air in just The company states that the fm line neers, is the Broad Band Balun, an ire six days. The company's engineer uses ceramic tubes, utilizes phase instrument that they feel will make oté got out of Elizabethville only a few modulation and can be multiplexed a substantial contribution to the er hours before more trouble started. for remote control operation. Test- broadcast industry. The firm that performed this and ing on the new automation system is "ITA's Broad Band Balun," says port other unusual highly specialized now under way, utilizing various a company spokesman, "is an im- [eats is the Industrial Transmitters kinds broadcast device designed or of applications. pedance matching C Antennas (ITA) Inc., of Lans- The speed with which transmitters for operation in the high frequency downe, Pa. can be installed, as noted in the Con- hand. Uniquely designed to trans- Though still a young organization form unbalanced output of hf trans- -ITA was founded in 1957 -the mitters to balanced antennas, the firm is ever expanding its fm equip- Broad Band Balun occupies only Ise ment production. Starting with a one -half cubic foot of space and re- e staff of four and assets barely over quires no tuning. It will handle, con- to it $3,000, the company now states its servatively, 80 kilowatts peak power." adra sales are in excess of $1 million with To facilitate the development of in better than a hundred employees on this and other equipment break- a the payroll. throughs, Mr. Wise has announced ijng "When we started in business in the creation of three new divisions late 1957," says ITA president Ber- for the firm's sales and marketing t nard \Vise, "we felt that there would operations: the Broadcast Division, :e. be real opportunity for important the Industrial and Governmental Di- 'latan growth in the fin market. At that vision and the Export Division. In ant ç time, hi -fi was making a major im- addition, the firm has acquired new th pact in homes, and fin broadcasting plant facilities which more than Fir was enjoying growth as a subsidiary double production capacity. It has sd service for storecasting and indus- enlarged its engineering and research ITA's new devlopment for impedance matching ver trial and commercial background staffs and increased its field sales en- is the Broad Band Balun. Device requires no music . . . anticipating that there tuning, less than one -half cubic feet of space. gineer department.

U. S. FM \rclah 1961 5 www.americanradiohistory.com ON A TOUR through one of the 24 Henke & Pillot stores, owned by the Kroger Co., are (I. to r.): Harold Hajovsky, advertising manager; Miss Jo Moore, Aylin Advertising Agency, and Paul Taft, owner of KHGM Houston. Supermarket chain sponsors daytime Thursdays.

Kroger Chain Finds All -Day Fm Buy Pays

Experiment in all -day sponsorship

by Houston supermarket chain results

in sales and regular fm account;

Thursday, big shopping time, is used

f'. S. I..1i NI.irrh I461

www.americanradiohistory.com "Fn has provided us with an opportunity

to reach completely this minority

group with its extra buying power."

What started out as an ex- Harold Hajovsky, advertising man- chandise only twice an hour. The periment in attracting spon- ager of Henke & Pillot, believes that remaining four spots are devoted to sorship during the tough -to- fm is now creating proper sales im- further development of the new sell daytime hours has proved to be pressions and that it can move con- Henke quality image. The price the key in gaining a regular super- sumer products. He says it "has pro- products are only being run every market client for fin. vided us with an opportunity each half hour with no hard sell singing The sales idea that KHGM Flous- Thursday to reach completely this jingles." ton came up with was in offering all - minority group with its extra buy- Mr. Christian observes that the all - day sponsorship on a trial basis to ing power. And by falling on a big day idea is not new in radio. As Henke & Pillot, a chain of 24 super- shopping day, it is a fine backstop to early as Christmas Day 1958, KHGM markets owned by the Kroger Co. An our other and varied forms of weekly used the concept to sell its first all - eight -week experiment using Thurs- advertising." day special presentation to Trans- day from 6:30 a.m. to 5:30 p.m. was Lynn Christian, manager of continental Gas Pipeline Co. worked out with the client's agency, KHGM, explains why he believes fin Immediate Revenue? Aylin Advertising Agency, Houston. has been able to help the Kroger - owned chain: He further declares that if the sta- 'Foreground' tion were to sell six participating "Every sales approach we use is The programming that was devel- spots an hour every Thursday, there founded on the premise that nearly oped for Henke & Pillot was called would be more immediate revenue. all business firms have a similar prob- Foreground, an and a II half -hour "But the Henke sale," he con- schedule. It consisted of light popu- lem: How to reach effectively that growing strata society that has a tinues, "gives us secure billing month lar and semi -classical music, six 5- of increasing income, a high- after month with needed help in pay- minute newscasts, 12 constantly locally -pro- ing the burdensome bill of daytime duced two -minute talk features and er education and a quality- conscious taste. This minority of people is not fm radio. We have never tried to 12 complete weather capsules from fool anyone. We have always stated the easily reached by other media. But Houston Weather Bureau. that our weekday daytime hours on Three in fin we can honestly claim this station personnel were as- fm in Houston had half the audi- signed to the show. Schmidt, group as 'our people.' Ron ence of nighttime fm. So we have program director, served as musical Quality Image priced it accordingly, at half our director selecting the appropriate "Kroger wanted to reach 'our peo- nighttime rate. music for each hour and coordinat- ple.' The quality image of the old - "And the package includes the ing it with the time of day and the line Houston food chain was not complete merchandising that we particular features and commercials clear to the thousands of new fam- guarantee to our regular evening assigned to specific hourly segments ilies moving into the rapidly expand- sponsors. I believe that we should by Don LeBlanc, production direc- ing city each month. And Henke not sell more than two full weekdays tor. Jerry Dale, staff announcer, sales in the area reflected this prob- on the station. Two days would pay handled on- the -air hosting, along lem. So as a major broadcast buy to our daytime operating expenses for with Messrs. Schmidt and LeBlanc. reach these new homes and the esti- the week, yet would neither put The eight -week trial that started full mated 130,000 fm homes in Houston, us in the position of being unable to January 5, 1961, was considered a Foreground was pur- offer good -of- spot sched- success. Henke & Pillot and KHGM the all-day run station ules to advertisers and agencies, have negotiated a renewal for the chased. other continuation of the Thursday Fore- "Kroger promotes primarily its nor to fulfill our public service re- ground program each week. brand products and runs price mer- quirements."

U. S. FM March 1961

www.americanradiohistory.com FAVORABLE MENTIONS

Supermarket Chain - Safeway Stores eral Savings and Loan Association of cies and services of the firm. Only in Salt Lake City are going into their Chicago, has renewed its yearly con- four or five commercials are run on fourth year of advertising on KSL- tract with \VFMT Chicago for the the 6:00 to 8:30 a.m. program. The FM Salt Lake City. The commercials fifth time. The savings and loan as- reason for these infrequent commer- are featured every 30 minutes from sociation sponsors two and a half cial breaks, according to Mr. Pugh, 9:30 a.m. to 10:00 p.m. Besides reach- hours of classical music, news, time are that " \Ve spend so much time in ing into the homes, 30 of the stores and weather reports seven mornings the homes of \VFMT listeners that provide fm storecasting. This addi- a week. we don't want to wear out our wel- tional impression at point of sale has "\VFMT has been the most pro- come. We say all that needs to be proved successful, according to Mr. ductive advertising medium we've said, hoping to win and retain the R. J. Hutten, a Safeway spokesman. ever used to attract new savers in friendship of this excellent market." He notes that many customers have terms of traceable response and in re- Chamber of Commerce - Under the given comment on the service, and lation to cost," says Jonathan Pugh, sponsorship of the Detroit Board of that it has benefited sales in many executive vice president of Talman. Commerce, the Michigan Chamber instances. "After four years, the station's pull of Commerce and the United States The station reports that the com- is as strong as ever, if not stronger. Chamber of Commerce, \VDTM De- mercials announce special items fea- Our remarkable success with \VFMT troit aired the complete taping of tured each day on the Safeway is a result of the high quality of au- the six -hour conference Aircade for shelves. The programming behind dience attracted by the station's Citizenship Action presented on the commercials is selected music, a unique overall policies and its ex- March 1 by the U. S. Chamber of noon news program and a farm cellent handling of the commercial Commerce. The broadcast was run show. material." on Saturday, March 4. Savings and Loan Assoc. - Another According to the station, the corn - The station reports that the rea- long -time fm user, the Talman Fed- mercials describe the functions, poli- son for the program was that it would enable those who could not attend to hear the various discus- Open new markets by originating programs away from sions by nationally known panelists the studio with a Marti Remote Pick -Up Transmitter and on federal spending, tax reform, pos- Receiver. Transmitter and associated equipment easily in- tal rates, depressed areas and unem- a by your Collins Broad stalled in car. Sold exclusively CO`LIP*4 S ployment; urban renewal and com- cast Sales Engineer. Call him for a demonstration. munity development; medical care

COLLINS RADIO COMPANY CEDAR RAPIDS, IOWA DALLAS. TEXAS BURBANK. CALIFORNIA for the aged; minimum wage and other labor legislation; aid to education; defense spending and space exploration; and the balance of pay- ments. Furniture - The combined facilities of KPAM and KPFM (the two Port- land stations program separately) are being utilized by the Charles Grant Co., makers of customs furniture and fixtures for home and industry to advertise its products. The campaign of one -minute spots will be run on both am and fm (luring the day and on fin only at night. According to the station, the commercials "will emphasize the firm's flair for the original and for craftsmanship. The copy will be aimed at the homeowner and architects, builders and business executives." Records -Among several new and re- cps RF 15 w, frequency 152- Iran,moier features: frequency response db, 75.7,500 output newed contracts with \VRFM New 172 me 2 audio inputs adjustable for 50, 150, 250, 600 ohms input level -70 db noise level better than -45 db distortion less than 3% power requirement 120 y ac, 140 w receiver York is one made by Atlantic Rec- features, frequency stability ±0.0005% with crystal oven audio output +4 dbm at 600 ohms ords for a participating sponsor- 100 db. sensitivity 0.6 microvolts or less for 20 db quieting spurious response attenuated at least ship on Jazzville, U.S.A. The record For further information contact your Collins broadcast sales engineer or write direct. first has taken a 13 -week flight on the lt U. S. FM Manli 1961

www.americanradiohistory.com Iv weekly two -hour jazz show. The sta- vacuum (see Sacramento Fm Listen- per clay; about three -fourths of the

In tion reports that the New York Tel- ing Survey, u. s. FM, February, 1961). respondents listen most often during te ephone Co., through BBDO Inc., More recently, the station ran a pro- evening hours, from 6 p.m. on; pro- r has purchased 12 spots a week for motion to determine the extent of fessionals and business executives h, the remainder of 1961. The Switzer- its reach. Running three announce- account for three -fourths of the ìn land Cheese Assoc., through Wil- ments a night for a week, WMIX homes using fan; and family incomes fan al liams and London, Newark, has re- offered listeners a cigarette lighter atnong householders generally newed its contract for two hours of in return for a card or letter telling run above average with over half in $10,000 be weekly sponsorship for an additional when and where the announcement the plus bracket. he flight of 13 weeks. was in heard. Represented the hun- Fm Network dreds of cards and letters returned Book Show By linking the programming of he were 109 towns and dozens of rural WABC -FM New York is inaugu- WCRB Boston and WJITW Poland of routes in the area, the station re- rating a new program entitled ports. Springs, Me., a new fan network has Words and Music. The weekly half - been formed. Coverage, a WCRB hour evening format will concern it- le spokesman states, will reach all six self with "fusing the spoken word Another Survey of New England states. with music," says the station. The Still another vacuum filler is \V \VMT John M. McGorril, manager of ;or basis of the program will be the dis- on New Orleans. The station mailed WMTM, states, "Now we look for- cussion of a different book each out 323 questionnaires to known fin ward to enhancing our value even oI week. The talk will then be imple- un homes within a 65 -mile radius of further for WMTW advertisers. mented with music fitting to the New Orleans. Among the statistics WCRB has been authorized to act book's topic. An interview with accumulated, the station reports as our station sales representative, as ea either the book's author or an au- it that: Two out of three fm set own- well as network sales representative." thority on its subject will be an addi- ers listen to fin two or more hours rat tional part of the show. ur As an example, the first show will ìsts be on "African Art" my Werner 105. Schmalenbech. Authentic Congo and MC Gold Coast music will be presented. FOR MULTIPLEXING! No- If you are looking for the multiplex receiver that provides are Stereocast the greatest sensitivity ... is the most dependable ... look and Six hours of stereophonic broadcast- to McMartin, the standard of the industry. du. ing are now available to Omaha lis- Continental's advanced engi nee ring...rigid quality ate teners through the combined facili- control ... special manufacturing techniques assure re- ties of KFAB and KFAB -FM. In ad- ceiving equipment that will deliver the finest in sound dition to the Monday through Fri- over the greatest distances. What's more, McMartin ties day schedule (6 p.m. to midnight), guarantees your satisfaction. Send back any unit that ort. the station reports that it will con- does not function properly (at McMartin's expense) and ate tinue its two -hour Sunday night it will be repaired or replaced free of charge. ant broadcasts. Programming will en- and compass all forms of musical enter- ad tainment. lige on Survey and Of the 550 coincidental phone calls to made within a 25 -mile radius of Mt. will Vernon, Ill., 60.72 percent of those srg called reported that they owned fm Lop! sets, while 57.78 percent of the set and owners stated that they regularly listen to fm sports and special vents broadcasts. Carl Schultz and McMARTIN Receiver re These are two of the many statis- Says Carl Schultz, of Business Music, Inc., Meriden, Conn., "We have found that the McMARTIN receiver \eK tics uncovered by WMIX Mt. Ver- surpasses any other in overall reliability and fringe area Rec. non in an audience survey it con- reception." rsor ducted. This is an additional exam- cord ple of the individual broadcaster CONTINENTAL MANUFACTURING, INC. tdie attempting to fill the fm research 1612 California Street Omaha, Nebr.

U. S. FM March 1961 9

t www.americanradiohistory.com U. S. RADIO For buyers and sellers of radio advertising

d1 ... ol U. S. FM 9 Devoted exclusively to FM Broadcasters and advertisers

Two separate magazines that really cover the whole field of radio

One $5 subscription will bring you both magazines each month for one

year. Simply fill out subscription form below and mail to :

Subscriptions Arnold Alpert Publications, Inc. 50 West 57th Street New York 19, New York

YI IIW1111WIWN1111111IIIII IIII1111111111111111111II IIII I I1111111111111111111111111111111II IIIIIIIIIIIIIII II II IIII II II111111111111111111111I111C1III II II IIII IIII I II11111II IIII II IIIIIIIIIII II III II11111111111111111111111111II II11111111IIIIIIIIIIIIII11111111111111111111IIIIIIIIIIIIIIIIIII111111111111111',II111t 011111111UIN1M IWI1111111IIW111101121111=011md111N1 it

tp 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 Sur U.S. FM.

Arnold Alpert Publications, Inc. Subscription: Enter Your 50 West 57th Street New York 19, N. Y. Subscription Please see that I receive each monthly issue of U.S. RADIO Today and U.S. FM -both for one year for one subscription of $5 Name Title $5 for 1 year Company Includes both Type of Business

U.S. RADIO Company or and Home Address City Zone State __ FM U.S. Please Bill Payment Enclosed

www.americanradiohistory.com Fm Station Key

NAFMB Notes These statistics and other data contained herein are taken from reports received by us from FM stations. They are believed by us to be accurate and reliable, but, of course, cannot be guaranteed. This issue of u.s. FM The following is the two -day agenda of activities to be held in conjunc- includes returns from 413 fm stations. The Fin Station Key kill be tion with the National Association augmented each month as information is reported by additional opera- of Broadcasters' convention in Wash- tions. See box below for abbreviations. Stations not listed are advised ington. to send in the necessary information.

Saturday, May 6, 1961

9:30 a.m. West Ballroom, Shoreham Hotel Abbreviations Fred Rebell, President, gives official greet- Rep. -representative; ERP- effective radiated power; pen. -penetration; prog. -pro- ings and conducts business meeting, including election of officers and one Director- gramming; where there is an am affiliate, sep.- refers to the fm being separately pro- at- Large. grammed and dup. refers to the fm station duplicating the am programming; el- classical; con- concert; op- opera; s -cl- semi -classical; pop- popular; 0-standards; I p.m. Luncheon for new board of directors and officers of NAFMB. shw -show; flk -folk; jr -jan; nws -news; wthr- weather; dr- drama; intvw- inter. view; cmtry- commentary; ref- religious; sprts- sports; educ -educational program- 2 p.m. S. C. A. report by Abe J. Voron, WQAL -FM Philadelphia ming; disn -discussion. This will consist of three separate multiplex reports from the East, Midwest and West 2:30 p.m. A message from the NAB by John Meagher ALABAMA Counties: 12; ERP: 2,200 w Prog. (Sep.): s 2:40 p.m. Fm Pulse Report and Circular Slide Albertville CI, -cl, st, pop, sprts Rule Report by Fred Rebell WAVU -FM (Am: WAVU) Pine Bluff 2:50 p.m. Report on Multilex Stereo Counties: 15; ERP: 4,700 w KOTN -FM (Am: KOTN) 3:15 p.m. FM Network Presentations: Prog. (Dup.): Pop, nws, wthr, sprts Counties: I9; ERP: 3,200 w QXR Network, Concert Network, Heritage Prog. (Dup.): S -cl, st, shw, con, pop Network and Programatic Service Birmingham 3:45 p.m. Sales Seminar WJLN (Am: WJLD) CALIFORNIA National Rep.: Forjoe Paul Roberts, National Sales Manager, Counties: 28; ERP: 23,000 w Alameda Concert Network Prog. (Dup.) KJAZ Media Director, Gallagher, Evans & Dill National Rep.: Albert Chance Advertising, Wilmington, Del. Decatur Counties: 6; ERP: 1,000 w Sales Manager House, of Silo Discount WHOS -FM (Am: WHOS) Prog.: Jz Philadelphia Counties: 6; ERP: 2.35 kw Beverly Hills Mitch Hastings, report on the AVCO Mfg. Prog. (Sep.): Sf, pop, shw, cl, sprts Account KCBH National Rep.: Walker -Rawalt 4:45 p.m. Open Discussion Sylacauga Counties: 8; ERP: 75,000 w WMLS -FM (Am: WMLS) 9:30 a.m. Welcoming speech to NAB Members Market Pen.: 48.9% (Pulse) Counties: 4; ERP: 693 w Prog.: CI, con, s -cl, op, shw Prog. (Sep.): St, shw, pop, wthr, cl Sunday, May 7, 1961 El Cajon "FM DAY" at the NAB ARIZONA KUFM Phoenix Counties: I; ERP: 3.5 kw a.m. speech to NAB members. Prog.: CI, con, op, s -cl, nws 9:30 Welcoming KELE by Fred Rebell ERP: 18,000 w Fresno Prog.: Country & Western 10 points of NAFMB by Frank Knorr KRFM (Am: KFRE) KITH Financial Statement by Bill Tomberlin Counties: 12; ERP: 70,000 w ;fio 7; ERP: 5,000 w Counties: Prog. (Sep.): St, pop, s -cl, cl, shw 9:50 a.m. The annual Fm National composite Prog.: St, s -cl, shw, nws, rel Market Study report by Mitch Hastings, KYEW Glendale President of the Concert Network Prog.: CI, shw KUTE 10 a.m. A brief report by the two fm directors Counties: 7; ERP: 23,800 w

Tucson s 0111 of the NAB Prog.: Shw, -cl, pop, nws, wthr 10:10 a.m. Report to NAB members about KFMM National Rep.: Good Music Broadcasters Indio -Palm Springs NAFMB Circular Slide Rule Counties: 3; ERP: 7,200 w KCHV-FM (Am: KCHV) 10:15 a.m. FM PROFILE, 1961 Prog.: CI, con, s -cl, st, dr National Rep.: Tracy Moore and Hal Holman The important reports by the regional di- Counties: 2; ERP: 25,000 w Prog.: Pop, st, con, flk, shw rectors of the NAFMB, discussing in de- ARKANSAS the tail current activities in their region Los Angeles in fm radio, with the accent on sales, pro- Jonesboro KBIQ (Am: KBIG) gramming, promotion, research and de- KBTM -FM (Am: KBTM) National Rep.: Weed velopment. National Rep.: Burns -Smith Counties: 7; ERP: 110,600 w ERP: 8,000 w 8 Ten -Minute Reports Market Pen.: 48.9% (Pulse 6/59) Prog. (Dup.): St, sprts, nws, wthr, con 12 noon NAFMB meetings adjourned with Prog. (Sep.): St, pop, jz, shw, flk everyone invited to oitend the NAB fm ac- Osceola KFMU tivities planned for the afternoon. KOSE -FM (Am: KOSE) National Rep.: Heritage Stations

U. S. FM Mardi 1961 11

www.americanradiohistory.com FM STATION KEY (Cont'd) KHIQ KPEN National Rep.: Albert Chance National Rep.: Fine Music Hi -Fi Broadcaster Counties: 3; 58 kw Counties: 14; ERP: 17,300 w Counties: 8; ERP: 120,000 w Market Pen.: 31.3% (Po 1960) lift Prog.: S -cl, cl, nws, wthr, rel Market Pen.: 47.3% (Pulse) Prog.: CI, con, op, nws, jz KJML Prog: CI, s -cl, pop, st, shw KMLA National Rep.: Walker- Rawalt KSFR National Rep.: Albert Chance Counties: 5; ERP: 2,700 w National Rep.: Good Music Broadcasters Counties: 6; ERP: w 60,000 Prog.: CI, con, shw, s -cl, comtry ERP: 100,000 w Market Pen.: 48.9% (Pulse) 1958) KSFM Market Pen.: 48% (Pulse Prog.: Con, shw, st, nws, pop National Rep.: Meeker Co. KNOB San Jose ERP: 60,000 w National Rep.: Modern Media Fm Sales KRPM KXRQ Counties: 7; ERP: 79,000 w Counties: I; ERP: 4 kw National Rep.: W. S. Grant Market Pen. 49.1% (Pulse) Prog.: CI, s -cl, op, flk, cmtry Counties: 11; ERP: 35,000 w Prog.: ¡z KSJO Prog.: Pop, ¡z, shw, s -cl, flk KRHM Counties: 16; ERP: 1,500 w Counties: 8; ERP: 58,000 w Salinas Prog.: St, shw, s -cl, con Market Pen.: 48.9% (Pulse) KSBW -FM (Am: KSBW) Prog.: Pop, San Luis Obispo st, ¡z, flk, shw Counties: 6; ERP: 18.5 kw KATY -FM (Am: KATY) Prog. (Sep.): CI, pop, s -cl, con, op Oxnard National Rep.: Meeker KAAR (Am: KOXR) San Bernardino Counties: 3; ERP: 3.8 kw Prog. (Sep.): S -cl, st, con, nws, cmtry National Rep.: For¡oe KFMW Counties: 2; ERP: 10.000 w National Rep: Heritage Stations Santa Barbara Prog. (Sep.): Nws, cl, shw, s -cl, st Counties: 8; ERP: 30,000 w KRCW Market Pen.: 31.3% (Politz 1960) National Rep.: Welker -Rawalt Riverside Prog.: CI, con, op, nws, ¡z KDUO Counties: 3; ERP: 18 kw Prog.: Educ, op, shw, st, con National Rep.: Good Music Broadcasters San Diego Counties: 5; ERP: 72,000 w KFMB -FM (Am: KFMB) COLORADO Market Pen.: 50% (Pulse 1958) National Rep.: Petry Prog.: S -cl, cl, con, op, rel ERP: 18400 w Colorado Springs KPLI Market Pen.: 39.4% (Pulse 10/59) KFMH ERP: 1,570 w Prog.: St, shw, nws Counties: 26; ERP: 23,000 w Prog.: S -cl, st, shw, nws, wthr KFMX Market Pen.: 25% (Pulse 3/60) National Rep.: Heritage Stations Sacramento Prog.: CI, con, s -cl, st, nws, shw, ¡z, wthr Counties: I; ERP: 30,000 w KCRA -FM (Am: KCRA) Market Pen.: 40% (Pulse) Denver National Rep.: Petry Prog.: CI, con, op, jz KDEN -FM (Am: KDEN) Counties: 14; ERP: 11,000 w KFSD -FM (Am: KFSD) National Rep.: Heritage Stations Prog. (Sep.): St, pop, cl, con, shw National Rep.: QXR Network Counties: 12; ERP: 30,000 w Counties: 8; ERP: 100,000 w Market Pen.: 38.5% (Pulse 6/60) Market Pen.: 39% (Pulse) Prog. (Sep.): CI, con, op, s -cl, ¡z IIIII II IIII II II II I II INI II II II II II II II II II II III II II II II II III II II II II II NIOIIIIIIINIII I III IIII III II III III III IIIIIIIII II N Prog. (Sep.): CI, con, s -cl, st, op KGB -FM (Am: KGB) Manitou Springs Denver's Most Powerful National Rep.: H -R KCMS -FM (Am: KCMS) Counties: I; ERP: 37,000 w National Rep.: Fm Media Market Pen.: 39.4% (Pulse 10/59) ERP: 22,000 w FM Station Prog.: St, pop, s -cl, cl, shw Market Pen.: 25% (Pulse 3/60) KITT Prog. (Dup.): Shw, con, st, s -cl, js Counties: 1; ERP: 56,000 w Market Pen.: 40% (Pulse) CONNECTICUT Prog.: St, shw, flk, pop, s -cl Brookfield KDEN KPRI National Rep.: Fine Music Hi -Fi Broadcasters WGHF 99.5 Megacycles Counties: 1; ERP: 25,000 w National Rep.: Fine Music Hi -Fi Broadcasters Market Pen.: 42.5% (Pulse) Counties: 7; ERP: 20 kw ( Pulse 12/58) Serving 63,117' homes in the Prog.: Pop, st, shw, cl, s -cl Market Pen.: 39.7% Prog.: Mood, st, s -cl, jz, cl Denver Metropolitan area. San Fernando Fairfield KVFM KDEN -FM is a Heritage Good Counties: I; ERP: 860 w WJZZ Market Pen.: 48.7% (Pulse) Counties: 20; ERP: 9,000 w Music Station, programming 18 Prog: Pop, st, shw, s -cl, disn Prog: Jz hours of music daily-music de- Hartford San Francisco signed for our listeners' taste. WCCC -FM (Am: WCCC) KAFE National Rep.: QXR Network National Rep.: QXR Network Counties: 7; ERP: 6.8 kw KDEN -FM ERP: 100 kw Prog.: CI, s -cl, con, shw, ¡z Prog.: CI, op, s -cl, shw, nws WDRC -FM (Am: WDRC) 30,000 Watts KBAY National Rep.: Peters, Griffin, Woodward National Rep.: Heritage Stations Counties: 12; ERP: 20,000 w 1601 West Jewell Avenue Counties: 8, ERP: 30,000 w Prog.: Pop, nws Pen.: 47.3% (Pulse) Denver 23, Colorado Market WHCN Proq.: CI, con, op, ¡z ERP: 7,000 w or contact KEAR Market Pen.: 39.7% (Pulse 11/58) Counties: 24; ERP: 82,000 w Prog.: CI, con, s -cl, op, shw International Good Music Market Pen.: 47.3% (Pulse 9/57) WTIC -FM (Am: WTIC) Prog.: Rel, intvw, disn, educ, wthr National Rep.: Christel New York Chicago Los Angeles - - KOBY -FM (Am: KOBY) ERP: 8 kw National Rep.: Peters, Griffin, Woodward Pulse, Inc., June, 1960 Prog.: CI, con, op, s -cl, shw Counties: 10; ERP: 10,500 w S st, pop, shw, nws (For abbreviations, see box, p. 11) fUlIIiEg ! IFl 1! I ttNIIlIBfl11M11N111,AdyY;lllllll IIIIIIIIIII Prog. (Dup.): -cl,

12 c/. S. FM . ;\f,rrh 1961

www.americanradiohistory.com FM STATION KEY (Cont'd) Gainesville LaGrange WRUF -FM (Am: WRUF) WLAG (Am: WLAG) Meriden -FM National Rep.: Thomas Clark National Rep.: India Sales

WBMI Counties: 16; ERP: 1 2,000 w Counties: 8; ERP: 2.3 kw ERP.: 20,000 w Market Pen.: 31.7% (Pulse 1956) Prog. (Sep.): St, nws, serfs, shw, wthr Prog.: St, s -cl, shw, con Prog. (Sep.): Op, sf, con, shw, cl Marietta New Haven Miami WBIE -FM (Am: WBIE) WNHC -FM (Am: WNHC) WWPB Counties: 21; ERP: 3.5 kw National Rep.: Daren McGavren National Rep.: QXR Network Prog. (Dup.): Pop, st, shw, sprts, nws Counties: 3; ERP: 12,500 w Counties: 5; ERP: 9, 200 w s Prog. (Sep.): Con, cl, -cl, shw, op Prog.: CI, s -cl, con, st, shw Newnan WCOH -FM (Am: WCOH) Stamford Miami Beach National Rep.: Bernard Ochs ,WSTC -FM (Am: WSTC) WMET -FM (Am: WMET) Counties: 11; ERP: 330 w National Rep.: Everett -McKinney Counties: 4; ERP: 1 3,000 w Prog. (dup.): Nws, wthr, st, pop, cl Counties: I; ERP: 650 w Prog. (Dup.): Pop, st, shw, jz, nws Market Pen.: 307. (Pulse) Savannah Prog. (Dup.): Nws, wthr, pop, shw, con Orlando WTOC -FM (Am: WTOC) WHOO -FM (Am: WHOO) National Rep.: Avery- Knodel National Rep.: Hollingbery DELAWARE Counties: 24; ERP: 8 kw Counties: 9; ERP: 59,000 w Prog. (Dup.) Wilmington Prog. (Sep.): CI, con, s -cl, st, jz, nws, wthr WDEL -FM (Am: WDEL) Pensacola National Rep.: Meeker IDAHO WPEX Counties: 21; ERP: 20 kw Boise National Rep.: Good Music Broadcasters, Market Pen.: 37.6% (Pulse 5/60) Western FM Sales KBOI -FM (Am: KBOI) Prog. (Sep.): Cl, s -cl, pop, shw, nws Counties: 5; ERP: 2,500 w Counties: 17; ERP: 17.5 kw WJBR Prog.: CI, s -cl, st, shw, ¡z Prog. lDup.) National Rep.: Fine Music Hi -Fi Broadcasters 'Counties: 22; ERP: 20,000 w Sarastota Lewiston Market Pen.: 44.5% (Audience Analysts) WYAK KOZE -FM (Am: KOZE) (Prog.: S -cl, st, nws, cl, wthr National Rep.: Re¡ko & Mahaffey National Rep.: Gill -Perna Counties: 9; ERP: 2,730 w Counties: 6; ERP: 903 w Prog. (Sep.): S -cl, st, ¡z, nws DISTRICT OF COLUMBIA Prog.: CI, s -cl, pop, st, jz shw, WASH (Am: WDON) Tampa Rep.: Network ILLINOIS National QXR WDAE -FM (Am: WDAE) Counties: 37; ERP: 15,000 w National Rep.: Katz Anna vlarket Pen.: 41 % (Pulse 12/56) Counties: 16; ERP: 65,000 w 'rog. (Sep.): CI, con, s -cl, shw, nws WRAJ -FM (Am: WRAJ) Prog. (Dup.): St, shw, flk, con Rep.: Bernard Howard NFAN National WFLA -FM (Am: WFLA) Counties: 6; ERP: 1,000 w 4ational Rep.: United Broadcasting National Rep.: John Blair Prog. (Sep.): St, pop, nws, wthr, serfs :RP: 20,000 w Counties: 34 ERP: 46,000 w 'rog.: Latin American music WPKM Bloomington NGAY (Am: WQMR) National Rep.: Good Music Broadcasters WJBC -FM (Am: WJBC) National Rep.: Grant Webb Counties: 7; ERP: 10,500 w National Rep.: John Pearson :RP: 20,000 w Prog.: Pop, st, shw, s -cl, jz Counties: 13; ERP: 15,300 w 'rog. (Sep.): FIL nws, rel, disn Prog. (Dup.): St, pop, shw, nws, wthr NGMS -FM (Am: WGMS) GEORGIA 4ational Rep.: Avery -Knodel Athens Champaign ounties: 23; ERP: 20,000 w WGAU -FM (Am: WGAU) WDWS -FM (Am: WDWS) 'rog.: CI, con, op, s -cl, nws National Rep.: John E. Pearson Counties: I I ; ERP: 27,000 w NJM D Counties: 25; ERP: 4,400 w Prog. (Sep.): Pop, st, shw, nws, ¡z RP: 20,000 w Prog. (Dup): Std, jz, nws, shw, wthr rog.: S -cl, shw, con, nws, wthr Chicago NWDC -FM (Am: WV/DC) Atlanta WCLM 4ational Rep.: Blair WGKA -FM (Am: WGKA) ERP: 60,000 w :ounties: 12; ERP: 20 kw National Rep.: Good Music Broadcasters Prog: S -cl, ¡z, st, hawaiian Aarket Pen.: 40.3% (Pulse 1959) Counties: 10; ERP: 9.4 kw WDHF 'rog. (Sep.): S -cl, st, cl, pop, nws Prog. (Sep.): CI, s -cl, shw, op, Ilk Counties: 9 ERP: 52,000 w WSB -FM (Am: WSB) Market Pen.: 42.4% (Pulse 10/59) 'LORI DA National Rep.: Petry Prog.: Pop, shw, s -cl, st, flk Counties: 204; ERP: 49,000 w :oral Gables Prog. (Dup. & sep.): Pop, sf, nws, wthr, intvw (For abbreviations, see bolt, p. 11) VVCG -FM (Am: WVCG) Augusta lational Rep.: Broadcast Time Sales :ounties: 7; ERP: 18.5 kw WAUG -FM (Am: WAUG) ERP: w rog. (Dup.): Con, s -cl, nws, cl, wthr 9.000 Prog. (Sep.): CI, s -cl, pop ort Lauderdale WBBQ -FM (Am: WBBQ, TWELVE YEARS OF VFLM Counties: 31; ERP: 19.3 kw lational Rep.: Fine Music Hi -Fi Broadcasters Prog. (Dup.): St, pop, nws, sports, intvw BETTER MUSIC IN .,d :ounties: 3; ERP: 3,500 w rog.: St, cl, s -cl, shw, op Columbus THE NATION'S VWIL -FM (Am: WWIL) WRBL -FM (Am: WRBL) lational Rep.: Rambeau- Vance -Hopple National Rep.: Hollingbery CAPITAL! ounties: 5; ERP: 31,000 w Counties: 50; ERP: 21.2 kw rog. (Sep.): St, s -cl, con, shw, jz Prog. (dup.): St, cl, con, op, disn acksonville Gainesville VMBR -FM (Am: WMBR) WDUN -FM (Am: WDUN) lational Rep.: John Blair National Rep.: Thomas Clark WASH-FM ¡:ounties: 9; ERP: 40,000 w Counties: I l ; ERP: 300 w Affiliated with QXR Network reg. (Sep. after 4 pm): Pop, st Prog. (Dup.): Pop, nws t.II)

T.1. S. FM March 1961

; ril www.americanradiohistory.com FM STATION KEY (Cont'd) Paris Muncie WPRS -FM (Am: WPRS) WMUN (Am: WLBC) WFMF Counties: 7; ERP: 1,000 w National Rep.: Hal Holman Rep.: -Rawalt National Walker Prog. (Dup.): St, shw, pop, nws, wthr Counties: 17; ERP: 14.4 kw Counties: 15; 33,000 w Prog. (Sep.): Programatic Prog.: St, s -cl, shw, jz, nws Quincy WFMT WGEM -FM (Am: WGEM) Richmond Counties: 38; ERP: 29,500 w ERP: 8.9 kw WKBV -FM (Am: WKBV) Market Pen.: 42.4% (Pulse 10/59) Prog. (Dup.) National Rep.; Everett- McKinney Prog.: CI, op, dr, nws, infvw WTAD -FM (Am: WTAD) Counties: 20; ERP: 23.000 w Prog. (Sep.): s WKFM National Rep.: Branham Pop, -cl National Rep.: Modern Media Fm Sales Counties: 23; ERP: 27 kw WGLM Counties: 38; ERP: 50,000 w Prog. (Dup.) Counties: 23; ERP: 32,000 w Market Pen.: 42.4% (Pulse) Prog.: CI, con, s -cl, st, jz Prog.: St, s -cl, shw. nws, wthr Rock Island Terre Haute WNIB WHBF -FM (Am: WHBF) Rep.: Avery- WTHI -FM (Am: WTHI) Counties: 10; ERP: I I kw National Knodel National Rep.: Bolling Market Pen.: 42.4% (Pulse) Counties: 14; ERP: 39 kw Counties: 20; ERP: 7,400 w Prog.: CI, con, jz, op, shw Prog. (Dup.): Con, s -cl, st, shw Prog. (Sep.): CI, con, op, s -cl. pop WSBC -FM (Am: WSBC) Springfield National Rep.: Devney -O'Connell, FM Warsaw Unlimited WTAX -FM (Am: WTAX) National Rep.: Gill -Perna WRSW -FM (Am: WRSW) Counties: 5; ERP: 27,400 w Counties: 12; ERP: kw Counties: 60; ERP: 34,000 w Prog. (Sep.): Cl, flk, jz, dr, nws 6.7 Prog.: (Sep. early evenings) Prog. (Dup.): CI, con, s -cl, pop, nws WXFM ERP: 32.000 w Washington Prog.: CI, s -cl, pop, st, shw INDIANA WFML (Am: WAMW) Bloomington National Rep.: Hil Best Decatur Counties: 14; ERP: 14,000 WTTV (Am: WITS) WSOY -FM (Am: WSOY) Prog. (Dup.): Sprts, nws, st, pop, shw National Meeker National Rep.: Weed Rep.: Counties: 54; ERP: 37.2 kw Counties: 19; ERP: 30,000 w Prog. (Dup.): St, nws, flk, sprts, cl IOWA Prog. (Dup.): St, shw, nws, s -cl, cl Columbus Des Moines Effingham WCSI -FM (Am: WCSI) KDMI WSEI National Rep.: Thomas Clark ERP: 115,000 w Prog.: ERP: 20 kw Counties: 12; ERP: 760 w Rel, sacred, nws, wthr, cl Dup. programming of WSOY -FM Decatur Prog. (Sep.): St, shw, sprts, s -cl WHO -FM (Am: WHO) National Rep.: Peters, Griffin, Woodward Elgin Elkhart ERP: 25 kw WRMN -FM (Am: WRMN) WTRC -FM (Am: WTRC) Prog. (Sep.): St, pop, shw, s -cl, nws National Rep.: Devney- McConnell National Rep.: Branham 5; ERP: 1,000 w Muscatine Counties: Counties: 13; ERP: 9.7 kw Prog. (Sep.): CI, con, s -cl, st, nws Prog. (Dup.) KWPC -FM (Am: KWPC) National Rep.: Venard, Rintoul á McConnell Evanston Evansville Counties: 7; ERP: 780 w WEAW -FM (Am: WEAW) WIKY -FM (Am: WIKY) Prog. (Sep.): Sprts, con, s -cl, nws, st National Rep.: Good Music Broadcasters National Rep.: John Pearson Counties: 6; ERP: 180,000 w Counties: 34; ERP: 36 kw KANSAS Prog. (Sep.): S -cl, st, shw, con, nws Prog. (Dup.): St, shw, s -cl, con, cl Salinas Harrisburg Fort Wayne KAFM WPTH WEBQ -FM (Am: WEBQ) -FM Counties: 9; ERP: 3.6 kw

I 1 ; Counties: 20; ERP: 44.4 kw Counties: ERP: 4,200 w Prog.: Cl, con, s -cl, pop, st Prog. (Sep.): Sprts, nws, wahr, educ, cl Prog.: St, shw, pop, jz, s -cl Topeka Jacksonville Hammond WYCA KTOP-FM (Am: KTOP) WLDS -FM (Am: WLDS) National Rep.: Doren McGavren Counties: 5; ERP: 31,000 w National Rep.: Holman Counties: I; ERP: 3,200 Prog.: Rel, nws, s -cl, sprts, vethr Counties: 5; ERP: 9 kw Prog. (Sep.) Jz, cl, st, shw, s -cl Prog. (Dup.): Sprts, pop, nws, st, pub. sevc. Indianapolis Wichita Litchfield WFBM -FM (Am: WFBM) Counties: 50; ERP: 51,875 w KFH -FM WSMI -FM (Am: WSMI) National Rep.: Walker -Rawalt Counties: 12; ERP: 10.6 kw Counties: 6; ERP: 6,100 w Prog. (Sep.): St, s -cl, cl, jz, cmtry Prog. (Dup.) Prog. (Sep.): St, nws, sprts WFMS Mattoon ERP: 4.5 kw KENTUCKY Prog.: pop, s WLBH -FM (Am: WLBH) St, shw, -cl, cl Hopkinsville WIBC -FM (Am: WIBC) National Rep.: Hal Holman WKOF (Am: WKOA) Counties: 12; ERP: 23,000 w Counties: 40; ERP: 24,000 w Counties: 10; ERP: 3.73 kw Prog. (Dup.) Prog. (Sep.): CI, s -cl, con, jz, op Prog. (Sep.): Pop, st, shws, nws, sprts Madison Mt. Carmel Louisville WSAB (late fall start) WORX -FM (Am: WORX) Counties: 12; ERP: 37.4 kw National Rep.: Hil Best WLVL Prog.: S -cl, cl, con, st, shw Counties: 6; ERP: 350 w National Rep.: Walker- Rawalt Prog. (Dup.): St, s -cl, sprts, shw, con Counties: 16; ERP: 35,000 w Mt. Vernon Prag.: Cl, pop, s -cl, shw, flk WMIX -FM (Am: WMIX) Marion Owensboro National Rep.: John E. Pearson WMRI -FM (Am: WMRI) Counties: 40; ERP: 50,000 w National Rep.: Burn -Smith WOMI -FM (Am: WOMI) Prog. (Dup. days, sep. nights): Pop, st, nws, Counties: 10; ERP: 31,000 w s prts Prog. (Sep.): S -cl, st, shw, nws, sort:: (For abbreviations, see box, p. 11

I I U. S. FM March 196

www.americanradiohistory.com FM STATION KEY (Cont'd) WITH -FM (Am: WITH) WLDM National Rep.: QXR Network National Rep.: Walker -Rawalt National Rep.: Everett- McKinney Counties: 31; ERP: 20,000 w Counties: 6; ERP: 20,000 w Counties: 14 Market Pen.: 33.7% (Pulse) Prog.: St, shw, s -cl, cl, con Prog. CI, con, op, nws, sprts (Dup.): Prog. (Sep.): C, con, nws, op, s -cl WMUZ Counties: B; ERP: 115,000 w Paducah WRBS National Rep.: Fine Music Hi -Fi Broadcasters Prog.: Sacred music, s -cl, cl, rel, nws WKYB -FM (Am: WKYB) Counties: 30; ERP: 20,000 w WOMC (Am: WEXL) National Rep.: Bolling Prog.: CI, s -cl, st, nws. wthr National Rep.: Larry Gentile Counties: 40; ERP: 32,000 w Counties: 20; ERP: 61,000 w Proq.: S -cl, pop, st, nws Havre De Grace Prog.: St, shw, s -cl, nws WASA -FM (Am: WASA) WWJ -FM (Am: WWJ) LOUISIANA Counties: 5; ERP: 3,000 w National Rep.: Peters, Griffin, Woodward Prog. (Dup. days, sep. nights): St, pop, shw, Counties: 26; ERP: 50,000 w Baton Rouge nws, wthr Prog. (Dup.): Nws, pop, st, con, s -cl WBRL (Am: WJBO) Westminster East Lansing Counties: 64; ERP: 2,450 w WTTR -FM (Am: WTTR) WSWM Prog. (Dup.): CI, s -cl, pop, st, nws, wthr Counties: 5; ERP: 4,600 w National Rep.: Walker -Rawalt Frog. (Dup.): St, s -cl, pop, nws, wthr New Orleans Counties: 10; ERP: 30,000 w Prog: S -cl, cl, nws, shw, Iz WDSU -FM (Am: WDSU) MASSACHUSETTS National Rep.: John Blair Grand Rapids Boston ERP: 42,000 w WJEF -FM (Am: WJEF) Market Pen.: 24.1% (Pulse) WBCN National Rep.: Avery -Knodel Prog. (Dup.): Pop, st, shw, con, cl,s -cl, nws Counties: 3; ERP: 25,900 w Counties: 32; ERP: 115.000 w WV/MT Market Pen.: 50.1% (Pulse 2/59) Prog. (Sep. after 7pm) Prog.: CI, con, s -cl, op, shw National Rep.: Good Musk Broadcasters WLAV -FM (Am: WLAV) Counties: 17; ERP: 48,000 w WCRB -FM (Am: WCRB) National Rep.: Everett- McKinney

Counties: 7; ERP: 1 750 w Prog.: St, s -cl, shw, cl, con National Rep.: Broadcast Time Sales ERP: 3.3 kw Prog. (Sep. and Dup.): CI, con, s -cl, pop, st Shreveport Market Pen.: 50.1% (Pulse 2/59) Frog. (Dup.): Con, cl, s -cl, nws, shw Inkster KWKH -FM (Am: KWKH) WHDH -FM (Am: WHDH) WCHD (Am: WCHB) National Rep.: Henry I. Christal National Rep.: Blair National Rep.: Bob Dore Counties: 6; ERP: 17,000 w Counties: 25; ERP: 3.3 kw Counties: 6; ERR: 34,000 w Prog. Dup.): Pop, flk, nws, spits, wfhr Prog. (Dup.): Pop, st, nws, sprts, wthr Prog. (Sep.): CI, s -cl, pop, st, tlk WXHR (Am: WTAO) MAINE National Rep.: QXR Network Kalamazoo Counties: 9; ERP: 20,000 w WMCR Poland Spring Market Pen.: 50.1% (Pulse) Counties: 15; ERP: 36 kw WMTW-FM Prog. (Sep.): CI, con, shv, nws, intvw Prog: CI, con, educ, nws, op Counties: 36; ERP: 49.1 kw Cambridge Mt. Clemens Prog.: CI, con, s -cl, op, nws WHRB -FM (Am: WHRB) WBRB -FM (Am: WBRB) Portland National Rep.: Ivy Network National Rep.: Donald Cooke Counties: 3; ERP: 796 w Counties: 4; ERP: 61 kw WLOB -FM (Am: WLOB) Prog. (Dup.): CI, jz. nws, spcl evnts, sprts Prog. (Sep.): Si, disn, cmtry, pop, nws Counties: 4; ERP: 3,700 w Prog. (Sep.): Programatic Springfield Saginaw WMAS -FM (Am: WMAS) WSAM -FM (Am: WSAM( National Rep.: Bolling MARYLAND National Rep.: Everett- McKinney Counties: 3; ERP: 1.35 kw Counties: 6; ERP: 1,700 w Prog. (Dup.): Pop, st, nws, spits Annapolis Prog. (Dup.): St, shw, nws, wthr, sprts WXTC (Am: WANN) Worcester Counties: 25; ERP: 20,000 w Sturgis WTAG -FM (Am: WTAG) Frog. (Sep.): CI, con, s -cl, pop, st National Rep: QXR Sales WSTR National Rep.: Masla Assoc. Baltimore Counties: 15; ERP: 10 kw Market Pen.: 33.7% (Pulse 1959) ERP: 1,000 w Prog. (Dup.): Pop, nws WBAL -FM (Am: WBAL) Prog. (Sep.): CI, con, s -cl, op, nws National Rep.: Spot Time Sales Counties: 33; ERP: 20,000 w MICHIGAN MINNESOTA Prog. (Sep.): CI, s -cl, shw, flk, jz Bay City Brainerd WFMM National Rep.: Walker -Rawalt WBCM -FM (Am: WBCM) KLIZ -FM (Am: KLIZ) Rep.: -Rawalt Counties: 30; ERP: 20,000 w National Rep.: Hollingbery National Walker 20; ERP: 41,000 w Counties: 7; ERP: 15,000 w Prog.: S -cl, st, flk, cl, op Counties: Prog. (Sep.): S -cl, cl, st, con, op Prog. (Sep.): S -cl, st, nws, cl, sprts

Coldwater Minneapolis WTVB -FM (Am: WTVB) KWFM 75 Sponsors Use National Rep.: Donald Cooke National Rep.:Walker -Rawalt, QXR Network Kentucky's Largest Fm! Counties: 8; ERP: 7,900 w ERP: 22.5 kw sprts, s st Prog. (Dup.): Pop, -cl, cl, Prog.: CI, s -cl, ¡z, nws, st Detroit WAYL Counties: 8; ERP: 10 kw WABX Prog.: St, shw, jz, flk, spoken word WLVL Counties: 14; ERP: 36,400 w WLOL -FM (Am: WLOL) Prog.: CI, con, s -cl, op LOVISVILLE National Rep.: Heritage Stations WDTM Counties: 5; ERP: 9.7 kw National Rep.: Good Music Broadcasters 35.000 Prog. (Sep.): CI, con, op, s -cl, ¡z Watts Walker -Rawalt Counties: 20; ERP: 61,125 w S. A. Gisler, Manager Natl. Rep. Prog.: Con, nws, cintry, flk, shw (Fo abbreviations, see box, p. 11)

U. S. l-,11 to March 1961 15

www.americanradiohistory.com FM STATION KEY (Cont'd) National Rep.: Broadcast Time Sales Paterson ERP: 24,700 w WPBC -FM (Am: WPBC) WPAT -FM (Am: WPAT) Prog. (Sep.): St, shw, cl, nws National Rep.: H -R sd, Counties: 31; ERP: 4,400 w ERP: 5.4 kw KCFM Prog.: (Dup.) St, s -cl, shw, cl, ix Prog. (Sep. nights): CI, con, s -cl, st, shw National Rep.: Walker -Rawalt Red Bank ERP: 96 kw WFHA KSTL -FM (Am: KSTL) MISSISSIPPI ERP: 1,000 w Counties: 88; ERP: 78,000 w Jackson Market Pen.: 56% (Pulse) Prog. (Sep.): St, store casting Prog.: Pop, sf, shw, s -cl, ¡z, nws, wthr, dr, WJDX -FM (Am: WJDX) KWIX intvw, sprfs National Rep.: Hollingbery Counties: 14; ERP: 25.5 kw ERP: 39 kw Prog.: St, pop, nws, sprfs, s -cl NEW MEXICO Prog. (Sep.): Pop, st, scl, sprts, rel WIL -FM (Am: WIL) (Not on air yet) Albuquerque National Rep.: Eastman Laurel KHFM ERP: 22 kw WNSL -FM (Am: WNSL) National Rep.: Modern Media Fm Sales National Rep.: Grant Webb Springfield Counties: 6; ERP: 1,500 w Counties: 34; ERP: 4,700 w Prog.: CI, con, s -cl, st, nws KITS -FM (Am: KTTS) Prog.: St, shw, pop, s -cl, cl National Rep.: Weed Los Alamos ERP: 9.1 kw KRSN -FM (Am: KRSN) MISSOURI Prog. (Sep.): Pop, st, s -cl, cl, ¡z National Rep.: Bob Dore (East) Torbet, Allan & Crane (West) Kansas City Counties: 4; ERP: 4,600 w NEBRASKA KCMK Prog.: CI, s -cl, op, dr, nws National Rep.: Good Music Broadcasters Kearney Counties: 8; ERP: 35,000 w YORK Prog.: St, wthr, ¡z, shw, pop KHOL -FM NEW KCMO -FM (Am: KCMO) National Rep.: Meeker Babylon Counties: 54; ERP: 65,000 w Counties: 19; ERP: 56,750 w Prog.: nws. wthr WTFM (Am: WGLI) Prog. (Sep.): St, s -cl, cl, shw, nws 5t, shw, con, Counties: 8; ERP: 15,000 w KXTR Lincoln Market Pen.: 56% (Pulse) National Rep.: Walker -Rawalt Prog. (Dup.): S -cl, st, nws, shw, on Counties: 18; ERP: 58,200 w KFMQ Market Pen.: 35.2% (Pulse) National Rep.: Walker -Rawalt Binghamton Prog.: CI, con, nws, flk, s -cl Counties: 7; ERP: 363 w WKOP) Prog.: CI, s -cl, st, ¡z, disn WKOP -FM (Am: St. Louis Counties: 9; ERP: 33 kw Market Pen.: 17% (Pulse 1957) KADI Omaha (Am: KADY) Prog. (Sep.): Pop, st, shw, educ, nws KFAB -FM (Am: KFAB) WNBF -FM (Am: WNBF) National Rep.: Petry ERP: 4.6 kw Counties: 50; ERP: 58,000 w Prog. (Sep.): CI, con, op, s -cl, shw Market Pen.: 12.4% (Pulse 12/59) Offered Direct from Prog. (Sep.): S -cl, st, shw, nws, wthr Buffalo KOIL -FM (Am: KOIL) Factory to YOU National Rep.: Good Music Broadcasters WBEN -FM (Am: WBEN) Counties: 32; ERP: 3,400 w National Rep.: Henry I. Christal 17; ERP: 110.000 w Prog. (Sep.): S -cl, pop, st, shw, nws Counties: Prog. (Sep. and Dup.) KQAL National Rep.: Walker- Rawalt WYSL -FM (Am: WYSL) ERP: 70,000 w National Rep.: McGavren Prog.: CI Counties: 8; ERP: 5,000 w Prog. (Sep. nights): Disn, s -cl NEVADA Corning Reno il' WCLI -FM (Am: WCLI) KNEV National Rep.: Donald Cooke - Counties: 14; ERP: 35,000 w ERP: 14,000 w To help build Prog.: St, s -cl, con, cl, shw Prog. (Dup.): CI, educ, con, s -cl, shw Garden City FM NEW JERSEY YOUR audience WLIR Asbury Park This exceptionally fine FM RADIO Counties: 4; ERP: 1,000 w WHTG -FM (Am: WHTG) Market Pen.: 56.7% (Pulse) F. ¡z, andy $16.95 Bloomi ng lon, Ind./ National Rep.: Grant Webb Prog.: Shw, st, cl, nws Counties: 12; ERP: 1,000 w in quantity lots. Specify model Hempstead Prog. (Dup.): St, shw, s -cl, nws, wthr numbers when ordering from these WJLK -FM (Am: WJLK) WHLI -FM (Am: WHLI) National Rep.: Gill -Perna attractive color combinations: Counties 3; ERP: 1,000 w Counties: 6; ERP: 1,000 w Prog. (Dup.): St, pop, nws, wthr, intvw Model 501: White Cabinet, White Front Prog. (Dup.): St, pop, s -cl, nws, wthr Front Model 502: Grey Cabinet, Charcoal Bridgeton Hornell Model 503: Grey Cabinet, White Front WSNJFM (Am: WSNJ) WWHG -FM (Am: WWHG) Model 504: White Cabinet, Charcoal Front National Rep.: Thomas Clark National Rep.: John Pearson ERP: 9 kw Counties: 23; ERP: 8,300 w Prog. (Sep.): CI, con, op, s -cl, pop, QXR ISARKES TARZIAN INC Prog. (Dup.): Pop, st, nws, sprfs, educ Long Branch Jamestown Broadcast Equipment Division WRLB (Am: WJTN) Consumer Products Section WJTN -FM Counties: 12; ERP: I kw 11) Bloomington, Indiana Prog.: St, s -cl, cl, shw, on (For abbrerialions, see box, p.

16 U. S. F.11 March 1961 www.americanradiohistory.com FM STATION KEY (Cont'd) Rochester WCMF Venard, Rintoul & McConnell National Rep.: ERP: 1.35 kw Counties: 15 Market Pen.: 49.2% (Pulse 1959) Pen.: 33.7% (Pulse 1959) Market Prog.: CI, con, op, s -cl, st, shw, folk, ¡z, rel, con, s wthr Prog. (Sep.): CI, nws, -cl, disn New Rochelle Syracuse WVOX -FM (Am: WVOX) WONO National Rep.: Bolling Counties: 8; ERP: I kw Counties: 7; ERP: 1,000 w Prog.: S -cl cl, shw, ¡z, con Prog. (Dup.): Shw, st, cl, nws, wthr Utica WRUN -FM (Am: WRUN) New York National Rep.: QXR Network WABC -FM (Am: WABC) Counties: 12; ERP: 4,300 w National Rep.: Blair Prog. (Sep.): QXR Counties: 17; ERP: 1.5 kw White Plains Market Pen.: 53.4% (Pulse 7/60) Prog. (Sep.): CI, con, s -cl, shw, flk WFAS -FM (Am: WFAS) WNCN Counties: 3 ERP: 1,000 w Market Pen.: 61.4% (Pulse) Market Pen.: 53.4% (Pulse 7/60) Prog. (Dup.): S -cl, con, pop, nws, wthr Prog.: CI, con, s -cl, op, shw WQXR -FM (Am: WQXR) National Rep.: Raymer NORTH CAROLINA ERP: 11,000 w Burlington Market Pen.: 53.4% (Pulse 7/60) WBAG -FM (Am: WBAG) Prog. (Dup.): CI, nws, con, op, s -cl National Rep.: Walker -Rawalt WRFM (Am: WWRL) Counties: 9; ERP: 2,800 w Counties: 20; ERP: 20,000 w Prog. (Dup.): Pop, st, nws, sprts, wthr Market Pen.: 53.4% (Pulse 7/60) WBBB -FM (Am: WBBB) Prog. (Sep.): St, cl, con, s -cl, op National Rep.: Thomas Clark Niagara Falls Counties: 10; ERP: 3.8 kw Prog. (Sep.): Sorts, st, pop, nws, educ WHLD -FM (Am: WHLD) National Rep.: Headley -Reed Charlotte ERP: 46,000 w WSOC -FM (Am: WSOC) Prog. (Sep.): CI, con, s -cl, shw, st National Rep.: Peters, Griffin, Woodward ERP: 36,000 w Olean Prog. (Dup.): St, nws, pop, wthr, sprts WHDL-FM (Am: WHDL) WYFM National Rep.: Everett -McKinney Counties: 12; ERP: 3,800 w Counties: 9; ERP: 43,000 w Prog.: Cl, con, s -cl, shw, wthr Prog. (Sep.): CI, con, op, wthr, educ Durham Peekskill WDNC -FM (Am: WDNC) National Rep.: Paul H. Raymer WLNA -FM (Am: WLNA) Counties: 30; ERP: 36,000 w National Rep.: Grant Webb Prog. (Dup.): CI, pop, st, shw, nws Counties: 23; ERP: 20,000 w Prog. (Sep. nights): CI, s -cl, st, pop, shw Forest City WAGY -FM (Am: WAGY) Plattsburgh Counties: 7; ERP: 3,333 w WEAV -FM (Am WEAV) Prog. (Sep.): St, s -cl, nws, sprts, pop National Rep.: Jack Masla Counties: 6; ERP: 3,700 w Gastonia Prog. (Dup.) WGNC -FM (Am: WGNC) pulsating National Rep.: Continental T Poughkeepsie ERP: 11,000 w WKIP -FM (Am: WKIP) Prog. (Dup.): St nws, pop, wthr, sprts National Rep.: Jack Masla Greensboro Counties: 5; ERP: 2,300 w WMDE Prog. (Sep.): CI, con, s -cl, nws. shw, QXR Counties: 9; ERP: 5.8 kw Prog.: S -cl, cl, st, rel, cmtry WRFM Leaksville Tremendous Pull Now! The FM station with - Telephones WLOE -FM (Am: WLOE) the selective sound of music never stop ringing Counties: 12; ERP: 13,500 w is the Prog. (Dup.): S -cl pop, st, nws, wthr, select station for Check in on Programatic New York's discriminating FM listeners. I Lexington And ALAN GRANT's discriminating time buyers WBUY -FM (Am: WBUY) National Rep.: George Hopewell know a good buy when they JAll NOCTURNE Counties: 4; ERP: 300 w hear one. So get the PULSE on WLIR Prog. (Dup.): Sprts, st, pop, nws, wthr of the FM market ... get the Mt. Mitchell story of WRFM 10:05 PM to Midnite WMIT leadership and listenership on weekdays; 'cil National Rep.: Walker- Rawalt in New York. I AM on weekends Counties: 85; ERP: 36,000 w WRFM

WLIR s -92.7 mc- Garden City, L. I. Prog.: CI, con, op, -cl, st 105.1 MC New York Pioneer I -4700 (For abbreviations, see box, p. 11) FM beamed stations only April 1960 PULSE

U. S. F,11 \larch 1961 17

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

TIMELY

- - p1FFERENT

4N TV) N, / gptK cleared for _ White-sound NW HALE B lack and EARTH" -16MM CHILE AN minutes he DONNA. (131/2 footage and HURRICANE MIS E film -it's of the UAKE s ervice blend day than a public app eal. A newsworthy and present More audience WAR - with CIVIL film tea Picture AGE, the a motion CROSS activities-this disaster RED most dramatic 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 him is the well -known actor fund drive. They are 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. ALSO Straight appeals by COLOR SLIDES TELOPS 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

VII \L.uth 196 1

www.americanradiohistory.com FM STATION KEY (Cont'd) WCUY Sandusky National Rep.: United Broadcasting WLEC -FM (Am: WLEC) Raleigh ERP: 20 kw National Rep.: Venard, Rintoul & McConnell Prog.: Jz Counties: 6; ERP: 6,000 w WPTF -FM (Am: WPTF) Prog. (Dup.): Pop, nws, sprts, wthr, st National Rep.: Peters, Griffin, Woodward WDOK -FM (Am: WDOK) 32; ERP: 50 kw Counties: National Rep.: H -R Toledo Pen.: 27.2% (Pulse) Market Counties: 7; ERP: 34,000 w WMHE Prog. (Dup.): CI, con, op Prog. (Sep.): CI, con, op, s -cl, shw Counties: 10; ERP: 10,000 w Prog: St, s -cl, shw, cl, con Rocky Mount WGAR -FM (Am: WGAR) WFMA (Am: WCEC) National Rep.: Christal OKLAHOMA National Rep.: John Pearson Counties: 12; ERP: 31,000 w Oklahoma City 33,000 w Prog. (Dup.): St, shw, cl, con, s -cl Counties: 29; ERP: KEFM Prog. (Sep.): Pop, shw, sprts. nws, wthr WJW -FM (Am: WJW) National Rep.: Good Music Broadcasters National Rep.: Katz ERP: 3.7 kw 5; ERP: 2.8 kw Salisbury Counties: Prog.: Pop, cl, shw, ¡z, wthr WSTP -FM (Am: WSTP) Prog. (Dup.): St, shw, nws, educ, con National Rep.: Walker -Rawalt WNOB KYFM kw National Rep.: Walker -Rawalt ERP: 15 National Rep.: Walker Rawalt Prog. (Dup.): St, nws, wthr, rel, sprts Counties: 10; ERP: 1,500 w Counties: 24; ERP: 135,000 w Prog: St, nws, shw, sprts, cl Market Pen.: 36.1% (Pulse) Sanford Prog.: S -cl, shw, st, pop, nws Stillwater WWGP-FM (Am: WWGP) KSPI -FM (Am: KSPI) w ERP: 490 Columbus National Rep.: Thomas E. Clark Prog. (Dup.): St, nws, flk, shw, wthr WBNS -FM (Am: WBNS) ERP: 4,000 w Prog.: (Sep.) St, con, ¡z, sprts, nws National Rep: John Blair M Statesville Counties: 20; ERP: 54,000 w Tulsa h WFMX (Am: WSIC) Market Pen.: 37.4/, (Pulse) Music KIHI National Rep.: Good Broadcasters Prog. (Sep.): CI, con, op, s -cl, pop, st, Counties: 8; ERP: 2.95 kw ERP: 3,000 w shw, jz Prog.: CI, s -cl, pop, shw, ¡z Prog. (Sep.): Con, s -cl, st. shw, disn WTVN -FM (Am: WTVN) KOCW National Rep.: Good Music Broadcasters National Rep.: Good Music Broadcasters -Salem Winston Counties: 10; ERP: 26 kw Counties: 6; ERP: 1,500 w WSJS -FM (Am: WSJS) Market Pen.: 37.4% (Pulse 2 /60) Prog.: CI, s -cl, pop, shw, jz National Rep.: Peters, Griffin, Woodward Prog. (Sep.): CI, con, s -cl, pop, st KOGM Counties: 36; ERP: 15,000 w Counties: 8; ERP: 4.1 kw Prog. (Dup): CI, s -cl, st, shw, nws WVKO -FM (Am: WVKO) Prog.: Pop, st, cl, shw, s -cl National Rep.: Venard, Rintoul & McConnell (For abbreviations, see box, p. 11) Counties: 33; ERP: 52 kw OHIO Prog. (Sep.): Nws, s -cl, st, shw, ¡z

I I ' V I I i 1! I I 1 1 1 1 1 1I 1 I I I I I I Akron Dayton 111! II I I111111111111II1! I111111111 q i111II V I I II I I I I I I I I I I I I l' 111111111111111111I11I II II II I II I I II IIIIIR WHIO -FM (Am: WHIO) WAKR -FM (Am: WAKR) National Rep.: McGavren ERP: 20,000 w MEMO TO ALL Counties: 6; ERP: 5,000 w Prog. (Sep.): Con, st, cl, nws, wthr Prog. (Sep.): Shw, con, s nws op, -cl, WIFE (Am: WONE) WHO BUY TIME: National Rep: Headley -Reed Vllb Alliance Counties: 16; ERP: 24 kw his WFAH -FM (Am: WFAH) Prog. (Sep.): Quality music National Rep.: Grant Webb Where else can you buy time CR Counties: 6; ERP: 1,000 w Findlay Prog. (Dup.): Sprts, s ¡z ttd st, -cl, con, WFIN -FM (Am: WFIN) with no waste coverage than National Rep.: Thomas F. Clark Canton )IE Counties: 20; ERP: 8,200 w in FM? WCNO (Am: WAND) )lYr Prog. (Sep.): St, shw, cl, s -cl, con, sprts National Rep.: Walker -Rawalt u- Counties: 28; ERP: 27,000 w Lancaster 1. An adult audience in the Prog. (Sep.): Pop, s -cl, st, shw, cl -FM WHOK) IR WHOK (Am: Counties: 6; ERP: 16,000 w age of accumulation. WHBC -FM (Am: WHBC) Prog. (Sep.): S -cl, pop, st, nws, sprts National Rep.: Venard, Rintoul & McConnell ERP: 15,000 w Lima 2. An audience with the Prog. (Dup.): s St, pop, -cl, nws, sprts WIMA -FM (Am: WIMA) money to buy. National Rep.: Daren McGavren Cincinnati Counties: 20; ERP: 15,000 w WAEF Prog. (Sep. and Dup.): Pop, st, news, wthr. The FM audience are the sprts National Rep.: Walker -Rawalt Counties: 13; ERP: 4.8 kw Middletown people who are NOT unem- Market Pen:: 29.1.'4 (Pulse) WPFB -FM (Am: WPFB) Prog.: St, s -cl, ¡z, cl, nws ployed . . . YOUR BEST Prog.: (Sep.) Sprts, pop, st, nws, wthr WKRC -FM (Am: WKRC) MARKET TODAY. Oxford National Rep.: Good Music Broadcasters WOXR Counties: 8; ERP: 15,500 w Counties: 6; ERP: 600 w Prog. (Sep.): CI, s -cl, shw, con, st Prog.: St, pop, shw, flk, rel THE NATIONAL ASSOCIATION Cleveland Portsmouth OF FM BROADCASTERS KYW -FM (Am: KYW) WPAY -FM (Am: WPAY) Counties: 27; ERP: 21,500 w National Rep.: Devney- O'Connell "Dedicated to the promotion of FM" Market Pen.: 33% (Pulse) ERP: 7 kw i Prog. St, con, s -cl, shw i1111111111111:1IIIIi11111G.111'.L''i11111II11111111I11111'111111;11111111'111111111'911,111III''ll!IG.III'IIfNqogpllp'1 (Sep.): CI, con, s -cl, shw, op Prog. (Sep.):

U. S. P11 March 1961 19 www.americanradiohistory.com FM STATION KEY (Cont'd) WLAN -FM (Am: WLAN) Shenandoah Heights National Rep.: Headley -Reed WPPA -FM (Am: WPPA) OREGON Counties: 4; ERP: 7.2 kw Counties: 5; ERP: 2.8 kw Prog. (Sep.): cl, con, s -cl, nws, shw Prog. (Dup.) Eugene Philadelphia KFMY Sunbury Counties: 3; ERP: 3,600 w WDAS -FM (Am: WDAS) WKOK -FM (Am: WKOK) Prag.: St, s -cl, cl, shw, jz National Rep.: QXR Sales Prog. (Sep.): Cl. QXR Network Counties: 10; ERP: 4,400 w Proq. (Dup.) Portland WFIL -FM (Am: WF1L) KEX -FM (Am. KEX) National Rep.: Triangle Warren Counties: 33; ERP: 6,300 w National Rep.: AMRadio Sales WRRN (Am: WNAE) 17; ERP: 57,000 w Market Pen.: 37.6% (Pulse 1960) Counties: 15; ERP: 3200 w Prag. (Sep.): Con, s -cl, st, shw, ¡z Counties: s up, nws Prog. (Sep.): CI, con, -cl, Prag. (Dup. days): St, sprts, nws KGMG WFLN -FM (Am: WFLN) National Rep.: Heritage Stations National Rep.: Good Music Broadcasters Wilkes -Barre Counties: 15; ERP: 68,250 w Counties: 22; ERP: 20 kw WBRE -FM (Am: WBRE) Market Pen.: 30.3% (Politz 1960) Market Pen.: 37.6% (Pulse 5/60) National Rep.: Bolling Prog.: CI, con, op, nws, ¡z Prog. (Dup.): CI, con, nws, s -cl, wthr Counties: 21; ERP: 22,000 w KPFM (Am: KPAM) WHAT-FM (Am: WHAT) Prog. (Dup.): Nws, wthr, st, shw National Rep.: Weed Counties: 8; ERP: 20,000 w WYZZ Counties: 22; ERP: 33,000 w Market Pen.: 17.5% (Pulse) National Rep.: Walker- Rawal+ Proq. (Sep.): CI, s -cl Prog. (Sep.): Jz Counties: 30; ERP: 3.1 kw KPOJ -FM (Am: KPOJ) WIBG -FM WIBG) Prag.: CI, con, s -cl, st, op National Rep.: Petry (Am: National Rep.: Katz Counties: I I ; ERP: 4.4 kw ERP: 20 kw York Market Pen.: 46%, (Pulse) Prog. (Dup.): Pop, nws, s +, wthr, svice into Prag. (Dup.): Nws, st, pop, sprts WNOW -FM (Am: WNOW) WIFI Radio -TV Representatives KQFM National Rep.: National Rep.: Walker -Rawalt Counties: 12; ERP: 1.2 kw Counties: II; ERP: 17.7 kw Counties: 28; ERP: 20,000 w Prag. (Sep. after 8 pm): St, nws, shw Prog.: S -cl, st, pop, shw, educ Market Pen.: 37.6% (Pulse 6/60) PENNSYLVANIA Prag.: Pop, st, shw, nws, wthr RHODE ISLAND Allentown WPEN -FM (Am: WPEN) National WFMZ Rep.: Gill -Perna Providence Counties: 28; National Rep.: QXR Network ERP: 20 kw WLOV Market Pen.: 37.6% (Pulse 6 /60) Counties: 20; ERP: 4.8 kw Counties: 5; ERP: 3.4 kw Prog. (Sep.): St, shw, nws, pop, cmtry Proq.: CI, nws Prag.: Shw, s+, pop, ¡z, s -cl WQAL WPFM Altoona Counties: 24; ERP: 20 kw National Rep.: QXR Network Market Pen.: 36.9% (Pulse 5/60) WFBG -FM (Am: WFBG) ERP: 20,000 w Prog.: Pop, st. shw, s -cl, cl Counties: 35; ERP: 33 kw Market Pen.: 35.1% (Pulse) Proq. (Sep.): S-cl, cl, st, con, op Pittsburgh Prag.: CI, nws, shw, ¡z, flk WVAM -FM (Am: WVAM) KDKAFM (Am. KDKA) WPJB (Am: WEAN) National Rep.: Weed National Rep.: Venard, Rintoul & McConnell Counties: 40; ERP: 47,000 w Counties: 3; ERP: 360 w 13; ERP: 20,000 w Market Pen.: 25% (Pulse) Counties: Prog. (Sep.): S -cl, st, shw, cl, con Prog. (Sep.): CI, nws Prag.: (Dup) CI, s -cl, op, shw, con Beaver Falls WAZZ (Am: WAMO) WXCN National Rep.: Adam Young Fm WBVP -FM (Am: WBVP) ERP: 5 kw National Rep.: Hi -Fi Music Broadcasters ERP: 20,000 w ERP: 16.6 kw Market Pen.: 35.1% (Pulse 10/58) Sets: 100,000 Proq: Jz Prog.: CI, con, s -cl, op, shw Prog. (Dup.) WCAE -FM (Am: WCAEI National Rep.: Doren McGavren Bloomsburg Counties: 30; ERP: 30,000 w SOUTH CAROLINA WHLM -FM (Am: WHLM) Prag. (Dup.): Pop, nws, w +hr, con, sprts Anderson. National Rep.: Raymer WKJF -FM Counties: 10; ERP: 10,000 w National Rep.: Walker -Rawalt WCAC -FM (Am: WAIM) wthr, Prog. (Dup.): St, con, nws, jz Counties: 19; ERP: 40,000 w National Rep.: Devney- O'Connell Prag.: Pop, nws, wthr, con Counties: 20: ERP: 6,400 w Harrisburg WLOA-FM (Am: WLOA) Proq: (Dup.) WHP -FM (Am: WHP) National Rep.: Good Music Broadcasters National Rep.: Bolling Counties: 52; ERP: 68,000 w Charleston Counties: 14; ERP: 1.8 kw Prag. (Dup. to 5 p.m.): St, s -cl, con, cl, nws WCSC -FM (Am: WCSC) Market Pen.: 13% (Pulse 5/60) National Rep.: Peters, Griffin, Woodward Drag. (Sep.): St, nws, cmtry, cl, disn WPIT -FM (Am: WPIT) w ERP: 20,000 w ERP: 50,000 Hazleton Prag. (Sep.): Rel, forgn lang Prag.: CI, s -cl, st, pop, nws WAZL -FM (Am: WAZL) WWSW -FM (Am: WWSW) National Rep.: Raymer National Rep.: Blair Columbia Prog. (Sep.) ERP.: 50,000 w WCOS -FM (Am: WCOS) Proq. (Dup.): Pop, cl, s -cl, sprts, disn National Rep.: Meeker Johnstown Counties: 24; ERP: 5,300 w Red WJAC-FM (Am: WJAC) Lion Prog. (Sep.): CI, jz, con, op, s -cl National Rep.: Meeker WGCB -FM (Am: WGCB) Counties: 25; ERP: 8,300 w ERP: 20,000 w Greenville Market Pen.: 28.5% (Pulse 4/60) Prog. (Sep.): CI, con, s -cl, st, shw Prog. (Dup.): St, pop. nws, sprts, con WESC -FM (Am: WESC) Scranton National Rep.: Headley -Reed Lancaster WGBI -FM (Am: WGBI) Counties: I I; ERP: 12,500 w WDAC National Rep.: H -R Prag. (Sep.): St, shw, con, s -cl, pop Counties: 9; ERP: 15 kw Counties: 22; ERP: 1.8 kw (For see bor. p. II Proq.: Rel, nws, con, cl, s -cl Prag. (Dup.): St, nws, sprh, wthr, jz abbreviations,

U. S. F,11 Mardi 196

www.americanradiohistory.com FM STATION KEY (Cont'd) KRLD -FM (Am: KRLD) Son Antonio National Rep.: Branham KEEZ Counties: ERP: 59 kw WMUU -FM (Am: WMUU) 58; National Rep.: Good Music Broadcasters Rep.: Beattie Prog. (Dup.): Pop, s -cl, cl, nws, dr National Counties: 5; ERP: 17,300 w ERP: 840 w WRR Market Pen.: 22.2 %; (Pulse) Prog. (Dup. until sunset): Cl. con, op, s -cl, -FM (Am: WRR) Prog.: St, shw, s -cl, pop, cl rel National Rep.: Adam Young Fm Counties: 123: ERP: 68,000 w KISS (Am: KMAC) Prog. (Sep.): Cl, con, op National Rep.: Weed TENNESSEE ERP: 12.9 kw DiBoll Prog. (Sep.): Cl, ¡z, shw Chattanooga KITY (Am: KONO) WDOD -FM (Am: WDOD) KSPL -FM (Am: KSPL) Counties: 13: ERP: 4,400 w ir ERP: 12.6 kw Counties: 8; ERP: 6.5 kw nws, Prog. (Sep.): St, pop, cl, shw, s -cl rProg. (Dup.): Pop, cl Prog. (Sep.): St, shw, s -cl, rel, con WLOM Waco Counties: 53; ERP: 33,000 w El Paso Prog.: Cl, con, s -cl, ¡z, shw KHMS KEFC Counties: 13; ERP: 4,400 w National Rep.: Western Fm, Modern Prog -: CI, con, s -cl, st, nws, wthr, rol Gallatin Media Fm WFMG Counties: 3; ERP: 2,550 w Counties: IO; ERP: 8,200 w Prog.: S -cl, cl, st, con, shw Prog.: Pop, st, con, shw, s -cl UTAH Fort Worth Salt Lake City Jockson KFJZ -FM (Am: KFJZ) KLUB -FM (Am: KLUB) WTJS -FM (Am: WTJS) National Rep.: Blair National Rep.: Hollingbery National Rep.: Branham Counties: 16; ERP: 28.1 kw Counties: 5; ERP: 15,000 w w Prog. ERP: 50,000 (Sep.): Shw, st, pop, nws, wthr Prog (Sep.): Cl, s -cl, st, shw, nws Prog. (Dup.): Nws, pop, sprts, st, rel Gainesville Knoxville KGAF -FM (Am: KGAF) VIRGINIA WBIR -FM (Am: WBIR) ERP: 215 kw Counties: 37; ERP: 3.300 w Charlottesville Prog. (Sep.): Pop, st, nws, wthr, shw Proq. (Sep.): St, shw, pop, s -cl, nws WCCV -FM (Am: WCHV) National Rep.: Thomas Clark Memphis Harlingen Counties: 23; ERP: 3.4 kw KELT (Am: Prog. (Sep.): Cl, con, nws, wthr WMCF (Am: WMC) KGBT) National Rep: John Blair Counties: 4; ERP: 3 kw WINA -FM (Am: WINA) ERP: 300,000 w Prog. (Sep.): St, s -cl, con, shw, ¡z Counties: 13; ERP: 620 w Prog. (Sep.): St, shw, s -cl, cl, con Prog. (Dup.): Pop, st, nws, s -cl, sprts Houston Nashville Fredericksburg KFMK WFMB Counties: 25; ERP: 10.5 kw WFVA -FM (Am: WFVA) National Rep.: Walker -Rawalt Market Pen.: 30.9 (Pulse 1/60) Counties: 19, ERP: 5.1 kw Counties: 10; ERP: 3.4 kw Prog.: Pop, st, shw, jz, wthr, nws, s -cl, flk, Prog. (Dup): St, pop, nws, sprts, can Proq.: Cl, con, s -cl, ¡z, st intvw, rel WSIX -FM (Am: WS1X) KHGM Harrisonburg National Rep.: Woodward Peters, Griffin, National Rep.: Good Music Broadcasters ERP: 30,000 w WSVA -FM (Am: WSVA) Counties: 14; ERP: 49,000 w Counties: I I ; ERP: 7.2 kw Prog.: S -cl, shw, con, st, nws Prog. (Sep.) TEXAS KHUL

Counties: 9; ERP: 1 5,500 w Martinsville Amarillo Market Pen.: 31.2% (Pulse '60) WMVA -FM (Am: WMVA) Prog.: Pop, st, nws, wthr, shw KGNC -FM (Am: KGNC) National Rep.: Bob Dore National Rep.: KATZ KRBE Counties: 8; ERP, 2,900 w Counties: 18; ERP: 14.6 kw Prog.: (Dup.): St, pop, nws, wthr, sprts Counties: 88; ERP: 79,100 w Prog. (Sep.): Cl, st, s -cl, shw, nws Prog.: Cl, con, s -cl, op, rel Norfolk Austin KTRH -FM (Am: KTRH1 WYFI Counties: 1 7; ERP: 29,500 w KHFI National Rep.: Fred Smith ,I-: Market Pen.: 30.9% (Pulse 1/60) National Re p.: Good Music Broadcasters Counties: 20; ERP: 13,500 w Prog. (Sep.): S -cl, pop, cl, st, shw - Counties: 5; ERP: 780 w Prog. (Sep.): s -cl, pop, st, shw, flk Prog.: Cl, s -cl, op, st, shw KTBC -FM (Am: KTBC) Lubbock Newport News National Rep.: Rayburn KBFM WGH -FM (Am: WGH) Counties: 29; ERP: 94 kw Counties: 9; ERP: 3.6 kw National Rep.: Blair Prog. (Sep.): Pop, st. s -c1. cl, wfhr Prog.: St, shw, s -cl, ¡z, cl Counties: 20; ERP: 37,000 w Prog. (Sep.): S -cl, st, shw, con, educ Dolías KRKH Counties: 15; ERP; 3 kw KC PA Richmond Piog. Pop, cl, s -cl, shw, op National Rep.: Walker -Rawalt WRNL -FM (Am: WRNL) Counties: 20; ERP: 4.83 kw National Petry Port Arthur Rep.: KIXL -FM (Am: KIXL) ERP: 50,000 w National Rep.: Broadcast Time Sales KFMP Prog. (Dup.): Sprts, nws, wthr, st, shw Counties: 8; ERP: 20.5 kw Counties: 5; ERP: 3.2 kw Prag. (Sep. nights): St, nws, wthr, shw, pop Prog.: Pop, cl, wthr, nws, rel (For abbreviations, see box, p. 11)

www.americanradiohistory.com FM STATION KEY (Cont'd) KXLY -FM (Am: KXLY) WRVB National Rep.: H -R Counties: 5; ERP: 3.9 kw

Prog.: s WRVA -FM (Am: WRVA) Counties: 7; ERP: 2,000 w Rel, -cl, cl, educ, intvw National Rep: Peters, Griffin, Woodward Prog. (Sep.): CI, s -cl, ¡z Counties: 46; ERP: 25,000 Milwaukee Prog. (Dup.): CI, con, s -cl, op, shw Tacoma WFMR National Rep.: Good Music Broadcasters Roanoke KTNT -FM (Am: KTNT) Counties: 5; ERP: 22,000 w National Rep.: Weed WDBJ -FM (Am: WDBJ) Prog.: Con, cl, s -cl, op, dr National Rep.: Peters, Griffin, Woodward Counties: 7; ERP: 10,000 w WISN -FM (Am: WISN) Counties: 27; ERP: 14,350 w Prog. (Dup.): Pop, st, ¡z, nws, wthr National Rep.: Edward Petry Prog.: (Dup.) S -cl, pop, st, shw, flk KTWR Counties: 5; ERP: 3,600 w WSLS -FM (Am: WSLS) National Rep: Fm Unlimited Prog. (Dup.): S -cl, st, shw, wthr, nws Counties: 3; ERP: IO kw Counties: 66; ERP: 21,100 w WMIL -FM (Am: WMIL) Prog. (Sep.): St, shw, con, s -cl, cl Prog.: Disn, rel, cmtry, dr, s -cl Counties: 5; ERP: 25,500 w Prog.: Con, s cl, st, shw, jz, wthr, sprts Staunton WTMJFM (Am: WTMJ) WAFC -FM (Am: WAFC) National Rep.: Henry I. Christa! National Rep.: Thomas Clark WEST VIRGINIA Counties: 12; ERP: 2,800 w Counties: 19; ERP: 500 w Prog. (Sep.): St, cl, s -cl, shw, jz Prog. (Sep.): Pop, cl, ¡z, educ, con Beckley WBKW (Am: WJLS) Racine Winchester Counties: 55; ERP: 34,000 w Prog. (Sep.): CI, con, op, s -cl, st WRFL (Am: WINC) WRJN -FM (Am: WRJN) Counties: 3; ERP: 15.000 w ERP: 22.2 kw Prog. (Dup.). S -cl, st, shw, pop Prog. (Dup.): Sorts, pop, nws, wthr Charleston WKNA 71,t^' Counties: 15; ERP: 2 600 w Sparta Prog. (Sep.): CI, con, op, s -cl, st r WASHINGTON WCOW-FM (Am: WCOW) i~.-- T 1 National Rep.: Rambeau 1 1 Bellingham Huntington Counties: IB; ERP: 16,000 w ._ KGMI Prog. (Sep.): St, nws, wthr, sprit WKEE -FM (Am: WKEE) National Rep.: Heritage Stations =C' National Rep.: Raymer Counties: I I ; ERP: 16,500 w Counties: 43; ERP: 53,000 w Wausau Market Pen.: 30.3% (Polit-z 1960) Frog. (Dup. and Pop, st, jz, nws, wthr Prog.: CI, con, op, nws, jz Sep.): WLIN -FM (Am: WSAU) National Rep.: Meeker Seattle Wheeling Counties: 18; ERP: 20,000 w Frog. (Dup.): Pop, s -cl, nws, sI K ETO WOMP -FM (Am: WOMP) Counties: 10; ERP: 17,700 w National Rep.: Hollinybery Market Pen.: 21.3% (Pulse 2/60) Ccunties: 12; ERP: 10,000 w Watertown Prog.: St, shw, nws, wthr, ¡z Prog. (Sep.): St, shw, s -cl WTTN -FM (Am: WTTN) KGFM (Am: KGDN) National Rep.: George Hopewell National Rep.: Western FM Sales Counties: 5; ERP: 10,000 w Counties: 15 ERP; 120,000 w Prog. (Dup.): Con, s -cl, nws, st, intvw Prog. (Sept.): CI, con, s -cl, nws, rel WISCONSIN KGMJ West Bend National Rep.: Heritage Stations Eau Claire WBKV -FM (Am: WBKV) Counties: 14; ERP: 71,000 w WIAL (Am: WEAQ) Market Pen.: 30.3% (Politz 1960) National Rep.: Walker Rawalt National Rep.: Hollingbery Prog.: CI, con, op, nws, ¡z Counties: 9; ERP: 18,000 w Counties: 11; ERR, 60,000 w Prog. (Sep.): Scl, con, st, shw, cl KING -FM (Am: KING) Prog. (Dup.): Nws, st, sprts, disn, shw National Rep.: Blair Counties: 3; ERP: 16,000 w Wisconsin Rapids Fort Atkinson Prog. (Dup.): CI, op, jz, flk, shw WFHR -FM (Am: WFHR) KISW WFAW National Rep.: Devney- O'Connell Counties: 4; ERP: 3,000 w National Rep.: Hi -Fi Music Broadcasters Counties: 10; ERP: 2,100 w Prog.: Nws, pop, st, shw, sprts Counties: 13; ERP: 10.5 kw Prog. (Dup.): Pop, st, shw, sprts, nws Prog.: CI, con, op, cmtry, dr KLSN Madison National Rep.: Welker -Rawalt WIBA -FM (Am: WIBA) Counties: 13; ERP: 19,000 w National Rep.: Avery- Knodel Prcg.: CI, con, scl, shw, jz I I Counties: 1 5 ; ERP: kw KMCS Frog. (Dup.) PUERTO RICO ERP: 17.5 kw WISM -FM (Am: WISM) Prog: wthr, San Juan St, flk National Rep.: Radio -Tv Representatives

Counties: 9; ERP: I kw WPRM Spokane Prog. (Dup.): Pop, nws, wthr, st, emtry Counties: 5; ERP: 17,500 w Prog.: S -cl, st, cl, con, shw KREM -FM (Am: KREM) WMFM National Rep.: Petry Counties: 6; ERP: 7,500 w see box, p.11 Counties: 23; ERP: 4,800 w Prog.: St, CI, s -cI, flk, disn (For obbreviotions,