Yearbook of radio and television (1957)

1957-A Year of Opportunity and of Great Success for Radio OPPORTUNITY, they say, knocks but once. This certainly doesn't seem to be the case with radio, where opportunity's knock is sounding loud and clear for 1957. Radio, which represented the beginning of the electronic era, responded so vigorously to the first knockings of opportunity that it became the focal point of entertainment within the home, and developed a public taste for entertainment and education to a degree never before known. Radio set density and penetration reached phenomenal heights, and its ability to sell goods and services contributed in large measure to the expansion of the entire national economy. (XZXI Then along came television, which took over the living room and scored so heavy an emotional impact that many are still convinced that it has started radio on the way out — though the fact is that radio is bigger today, in terms of advertising dollars spent and of sets in use, than it was in its so-called heyday a decade ago. In 1945, at the end of wartime and before there was any national television set density, broadcasting industry leaders felt they never had it so good, with a gross revenue for the year of $425,000,000. In contrast, in 1955, when radio broadcasters in many cases complained of the great inroads made by television, radio's gross revenue was $121,000,000 higher than the 1945 level. The 1956 figures are not in as of this writing, but the estimate is that they will be approximately the same as the 1955 gross. 0<Z>0 But radio has taken on a new and far more personal form, and in that transformation the feature act and the highly produced show have given way to programming designed not so much for the listening of family groups but to entertain, inform and serve the individual. Radio has become the companion medium that goes with us everywhere, to the beach or the playground, to the summer cottage or on a Sunday drive. It goes with us to the beach chair in the back yard, to the work bench, to the garage. The changing character of radio listening is demonstrated by the continuing high sales figures for radio sets, with particular emphasis on portables and automobile radios underscoring the medium's role as a personal companion. And the changing character of radio listening is demonstrated further by the steady decline in audi By DONALD H. McGANNON President Westinghouse Broadcasting Company, Inc. ence for network programming and the corresponding decline in network revenues, in contrast with the increase in audience for locally-originated programming and the climb in local and national spot business. 0<Z>0 For our part, we at Westinghouse Broadcasting Company have taken action during 1956 to make the most of the profound changes that have taken place and are taking place in radio. After many months of research and study, discussion and consideration, we arrived at a decision to operate our WBC radio stations locally, without network affiliation. In the light of our history of pioneering in the establishment of networks, and of our long and happy associations, this was a difficult decision, but one we felt was necessary. It is still too early for a mature appraisal of the results of our move, but such indications as we have up to now are favorable. October 1956, for example, was the best month, in gross billings, in the entire history of WBC radio. Westinghouse further indicated its faith in the future of the new radio by its purchase of WIND, Chicago, one of the nation's great independent stations. We intend to continue to explore every new method we can devise to give better service to the people of our principal and surrounding communities, recognizing the difficulty of finding the middle course that will accomplish the noble while attracting ever larger audiences. We cordially invite and urge others in radio broadcasting to join with us in thinking and planning and dreaming— and acting — toward the greater future of radio. Broadcasters can give radio and broadcasting a greater prestige and position through the service the medium can render. With thoughtful, resilient and, above all, enthusiastic planning, I am absolutely convinced that 1957 can and will be for radio . . . A year of challenge; A year of great success; A year of opportunity; A year in which we will bring a new dimension to radio. 63