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Inside-Radio-Spring-1981.Pdf RATINGS REPOR DIRECTORY MARCH 1981 AM_ WHAT DO RADIO EXECUTIVES LOOK FOR IN A QUALITATIVE RESEARCH COMPANY?* "People who understand radio."- A/C, Top 50 (San Antonio Station Manager) "People who can bridge (the gap) between practicalbroadcasLIg ... and sophisticated research"- MOR, Top 25 (Baltimore General Manager) "Have the top people working on the project; rather than selling to more clients and forgetting what's already (been) sold." Top 50, Adult/Contemporary (Station Executive) "People who have been most successful in the radio business :an apply their experience." Top 10/Country (Chicago General Manager) What they're all looking for is clear. Quality People Our successful radio experience, day-to-day working knot/ledge of radio, research credentials and innovation, and perso-al ap- proach to qualitative research is unmatched by any other com- pany in the business.If that's what you're looking for or a market -exclusive basis, give us a call...for qualitative research, programming or marketing services. The Qualitative Research People 'Results taken from Communications Research, Ltd.'s exclusive national RADIO EXECU- VES RESEARCH ATTITUDES SURVEY, Fall, 1980. COMMUNICATIONS RESEARCH,LTD.INNIO 3438 N. Country ClubTucson. Arizona 85716 Telephone (602) ZE 27-9431 s ss l_s:rONNEVILLE PROGRAMMING RESULTS IN LARGER AUDIENCES Radio advertisers buy stations with larger audiences. Theypay morefor good demographics andproveneffectiveness. Bonneville programming delivers that sell- able audienceyearafteryear.And,our know-how backsupthat programmuzg to insure success and supportyour leadership. Checkourpartial track record. MARKET STATION RANKING Atlantic City WFPG If you are looking for Cleveland WQAL Denver KOSI-FM a larger audience and Ft. Lauderdale WKQS more income, call or Indianapolis WXTZ write David Pollei Los Angeles KBIG Nashville WZEZ Norfolk WFOG Phoenix KMEO Rochester WEZO Congratulations to our above clients who rank over their Beautiful Music competitors; Churchill, FM -100, Schulke and TM. BOMIEVILIE .1.ANKINGS 0-1.0 ON FALL ARDITRON 1980 RADIO LSTIMATES ADULT 18+ 51ASE MON SUN elA.M 12 MID BROADCAST CONSULTANTS 274 County Road Tenafly, N.J. 07670 201-567-8800 A DiViSil 111of I :4 Internati,mal Cfirp>rationi RESEARCH POWER (LT (Calif 4, RADIO RESEARCH PRIMER: Radio Research defined, in a remarkably clear and concise 40 -page brochure. A GUIDE TO RADIO BROADCAST CONSULTING SERVICES: Over 10C radio consulting services listed. RADIO FINANCIAL DATA: The latest annual play -by -ploy of ratio revenues, published in cooperation with 'Broadcasting. A LOCAL MARKET RADIO PRESENTATION: A sure source for tie real facts about radio's value as an advertising tool.. HOW RADIO ADDS PUNCH TO A MAGAZINE SCHEDULE: Why the addition of radio can deliver more impression, higher frequer cy, and greater reach, all with the same ad dollars. RADIO...A FABLE OF GRP'S: A 48 -page color booklet that reveals a new method for buying rodio..:effective rati lig points': Selling and promoting radio.That's our business. Call our Research Department for any of these brochures. (212) 599-5846 VGAVT\ GUILD RADIO IFYOU'RE: IT FORTH MONEY. Then you're in for some exciting news. As you well know, the radio industry has been lagging behind other "intensive sales" categories in.one critical area: sales training... anelement with enormous bottomline impact. Well, no more. After nearly five years of research and devel- opment, the Sales Performance System is now available to you. A consistent, systematic approach to sales professionalism at your station .. astriking new posture in your market... and dramatically increased billings. This is not a quick fix or one-shot seminar, but an on -going program that will absolutely increase the bottom line effectiveness of the old-linepro or the greenest greenhorn. Let us show you how it works...if you're in it for the money. I'm in it for the money, among other things... send me a free S.P.S. information pack. Iwo Oaks Plaza . Sate 2215 Name 67301. BJ Freeway Dallas Texas 75240 'Iltle Station Address City/State Zip Phone TOSPS c/oTwo Oaks Plaza, Suite 2215 SALES PERFORMANCE SYSTEM SEND 6730 LBJ Freeway, Dallas, TX 75240 (IF YOU'RE IN IT FOR THE MONEY...) Or Phone: (214) 934-2222 RKO RADIO SALES THANKS OUR SELECT GROUP OF STATIONS FOR OUR BEST YEAR 1980. WOR/WXLO New York WFYR Chicago KHJ/KRTH Los Angeles WSNI/WRCP Philadelphia KFMK Houston WNIC AM/FM Detroit KLIF/KPLX Dallas -Ft. Worth KCBQ San Diego KCCW/KZZY San Antonio KFRC San Francisco WHBQ Memphis WGMS AM/FM Washington, D. C. WERE/WGCL Cleveland WRKO/WROR Boston KWBZ Denver WAXY Miami -Ft. Lauderdale WPLP Tampa KHYT Tucson KATT AM/FM Oklahoma City 1+1 RKO RADIO SALES Select stations, select markets. RKO Radio Sales, 1440 Broadway, New York, N. Y. (212) 764-6800 NEW YORK/LOS ANGELES/CHICAGO/DETROIT/SAN FRANCISCO/DALLAS/ATLANTA AA Itt MAI SM1t TA Month after Month... Year after Year! WMAQ CICI670 Home of the WMAQ DANCING FORDOLLARS *ARBITRON CHICAGO RADIO REPORT, 0/N, 1980. OVER 1.85MILLION LISTENERS WEEKLY, 12 YEARS AND OLDER, TSA CUME Ronstadt, Paul Simon, Carly Simon and The difference in many more. News Features - Comprehensive daily Philadelphia radio news featuring World News, Philadelphia specials and news adults can use. is WIOQ Community Service -Total station involvement in The Greater Delaware For the past year, WIOQ Radio has PHILADELPHIA been telling its audience to "Listen to the ARBITRON FALL 1980 Difference" and now the results are and overwhelming. The Fall 1980 Arbitron establishes WIOQ Radio as Philadelphia's Adult Rock Leader with top rankings in every adult demographic. WIOQ has nearly tripled* its total audience in a year of adult rock programming that is just now being emulated by other radio stations across the nation. The WIOQ difference is: Music - Adult rock music from Valley ranging from WIOQ's the 6C's, 70's and 80's. Goodwill Clothing Drive to chairing The 198C Toys for Tots Campaign. If you want to make a difference in the Philadelphia Market, reach fcr the PHILADELPHIA difference WIOQ Radio. ARBITRON FALL 1979 WIOQ Radio Philadelphia 2 Bala Cynwyd Plaza Bala Cynwyd, Pennsylvania 19004 Telephone 215 667 8100 Personalities - Philadelphia's finest with over 50 years of combined radio Broadcasting Division of Outlet Company experience in the Philadelphia market. Special Programming - Targeted tc the music and lifestyle demands of an adult rock audience, including Energy Week, Listen To The Difference Do It Yourself Week, WIOQ at Your Service and The Cooks Tour. Live and Prerecorded Broadcasts - Via satellite and live from the best venues in Philadelphia, featured in 1980 included 1981 WIOQ Radic Boz Scaggs, The Pointer Sisters, Linda Fa',1 '79 Arbtron vs. Fall '80 Arbitron `The New Rodc' IN 1980 WI KS - KISS 99 BECAME THE LEADING CONTEMPORARY RADIO STATION IN INDIANAPOLIS* HEFTED Courage Creativity Commitment *Average Person Shares 12+ Spring 1980 and Fall 1980, two -book average. MSA A T Total Week Survey subject to limitations. MAJOR MARKET RADIO SALES "The Better Rep" keeps getting better and better. You're looking at the growing world of Bernard Howard & And because "a better rep" adds something vitally important Company. And what makes our business continue to expand are to any station's operation. just four simple words ...keep doing things better. Better profits So we keep adding offices. We keep adding more and more highly professional sales people. L bernard howard And we keep adding new marketing, research, programming & company, inc. and sales promotion services. We're doing all this because we know the better we get, the better it is for our stations. VA DIVISION OF VIACOM INTERNATIONAL INC. Vi.oata radio New York Chicago Atlanta Los Angeles San Francisco St. Louis Dallas Detroit 'At Ogilvy& Mather, wethink radio is a greatinflation fighter:' Ken Roman, President, Ogilvy & Mather. In 1979, Ogilvy's radio billings were double those of five years ago. And in 1980, they jumped dramatically again. Why did Ogilvy & Mather turn up its radio volume? Ken Roman gave us some answers. Radio is good value. "The new environment of the '80s is inflation. Because radio doesn't face the costs of paper and equipment that other media must cope with, its price advantage should be even greater in the comingyears. "And since it is the most selective medium, with less waste, it could be the best weapon against inflation." Radio is personal. "Buying decisions will shift from the household to the individual; there will be more personal decisions. And what's more personal than radio? "It's with us in the morning when we wake up, with us going to and from work, and with us as we head to the store. "It's an invisible presence." Thank you, Mr. Roman. We couldn't have said it better. If you'd like to turn up your radio volume, call us at (212) 599-6666. Or write, Radio Advertising Bureau, 485 Lexington Avenue, New York, NY 10017. 101. RATINGS REPORT & DIRECTORY MARCH 1981 PUBLISHER'S LETTER EDITOR & PUBLISHER JERRY DEL COLLIANO ASSOCIATE EDITOR PEGGY BURNS ASSISTANT TO THE PUBLISHER way the ratings are presented and SHARON GALLAGHER that the information is useful whether you're glancing or buying ads. RESEARCH ASSISTANT When we added the directory sec- PATTY MARSIK tion of RATINGS REPORT & DIREC- "CLOSEUP" RESEARCH TORY several issues back, our think- SAM PALEY (CUSTOM Since our last issue, we at INSIDE ing was to put both ratings and AUDIENCE CONSULTANTS) RADIO have received a lot of good important names and phone numbers news thanks to independent surveys in 'he same easy -to -read book. We STATISTICAL RESEARCH conducted by radio industry sources. tried to embellish it by adding travel BOB GALEN, VP BLAIR RADIO information, restaurants and the like GARY BOND An Eastman Radio study of general managers showed INSIDE RADIO for busy executives on -the -go.
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