Sponsor (1964)

LlfOtM .Mtuia C*Vj«usiVs FT COLLI I !> fefagloa 5^ Pwrcel 2?i 0 ' lions ffncnd Win I Ni.oi BOULDErT # R lo.li JCote SttecjTViA (f«) Idilw'Sprif — wrfw K — AORsEE "lurs . o f. SjII. /ul^'sHtittiiii ^ilcr«< JPMmNi i»iiiu O fijrl ** f Ft Upton 'attwturi af#ett« ' .AURORA (wutiM •« ■ 9*r sVooitlU -/ OHMiu Hills J LIT-fLETOt Ilirnll ^DENVER /OOD hcitsi t»«»tc«fi. J,,,, J,, 1, sms «tr* a imib \ ""><» C pot* 0*«k ^ W«cr»k (g) 1 ■ pwinr ^iris^f WMdUnd Pirt , FlorsitMt ,l ***>A i OIHVIKSIOI Total Omswk. ■ ElsiiMi © ClKumille us""rsr Manitou^jgJ] v G.n.l BlUMlJnoor Ep«ut> s Dwshii* .COLORADO BRINGS o,. a woo Cote Co/Uq* 1 F«untnn BuUmJ WitwnJ Slo*4 sW aisssn MMtN1 Cwan. r »sno r 1*4 sV>«c 38 • s*s Ldk x-S c» © U«SV»I TRINIDAD" RADIO MEDIA Colorado Radio: Nationwide value ■ Even deputy sheriffs do it: "You may not have time to read a paper and read advertisements," says one in Colorado, "but with radio you can just listen." He listened. Then, as a result of a radio commercial, he shopped for upholstery cleaning fluid. That's one nugget turned up by the University of Denver when it conducted "quasi-clinical," in-depth interviews of 200 radio listeners throughout the state last November and December, a study undertaken on behalf of the Colorado Broadcasters' Assn. One of its purposes was to eliminate "puffery" from radio claims. Taking a cue from the deputy sheriff, researchers discovered that the mature male in moderate-sized communities — an especially difficult-to-isolate consumer — is especially susceptible to radio news. In Colorado, some 72 percent of them turn on their radios specifically to hear the news. That fact, the report says flatly, "should have important bearing on sponsor strategy." The study helps advertisers and their agencies to identify and locate Colorado consumers. They are. it indicates, "seeded throughout the radio listening population." They are particularly concentrated in groups of greater maturity (35 and over), high education (some college), greater income ($10,000 or more) and broad outside interests (membership in three or more clubs) — qualifications that generally make them more active spenders. As a direct result of listening. women have gone out to buy a dog. enroll in a hat-making class. Teenager reaction ranged from buying phonograph records to applying for the Peace Corps. Another man. on radio's prompting, joined a scare party. But, most important, the were out there, listening — ar then acting. The collecting of carefully r« searched and authenticated da was under the supervision of Profe sor Harold Mendelsohn, of the Un versity's radio-tv-film departmen who also conducted the now wel known audience survey for WMC New York in 1962. The report on Colorado rad and its audience tries to answer \h following questions: (1) What amajor listening patterns? (2) Wh is the over-all function of radio Colorado lives? (3) How does rad. link listener and community? (/ What pleasure and/or relaxation provided by radio? (5) What is i role in inducing consumer actioi and (6) What is the public attituc towards radio and its services? In probing for answers, profe sional interviewers came up wii some generalizations that, Pre Mendelsohn believes, may app to radio nationally as well as i radio in Colorado. The pattern he notes, are strikingly similar i those uncovered in New York: • Most people listen to radiand to a greater extent than rattil indicate. • Active listening pretty muc follows the daily routine of livin with peaks at breakfast, commu ing and pre-dinner hours. • Even during tv's evening ape: radio has a substantial — and loy. — audience. • "Large numbers" of listcne do not rely on any one station, bi roam the dial — often returnin however, to a particular station . "home base."' • Thai home-base station hi been their Favorite, almost half tr SPONSC