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SPOT RADIO (continued)
ing the past 12 months, Lang-Worth has pursued a vigorous and dynamic approach to its subscriber needs with the result that it has increased its basic library I program I subscribers by 30%, and at present there are 780 stations using its commercial service."
Q. What programing trends are reflected in activity by the program and sales services?
A. World Broadcasting, having upped its talent budget of last year by
23 . notes that "name" personalities are in demand. To meet this demand, they've signed such show people as Doris Day. Victor Young, Russell Arms, Eddie Bush. Bobbie Hackett and Mimi Martel.
RCA Thesaurus finds that there's a trend toward sparking up the local d.j. show. At present, they are distributing a group of 45 r.p.m.'s known as "Show Stoppers," which feature 60 different characters and 16 linguistic dialects. They are designed to provide a "cast" for the single studio disk
1000 watts
WIBR
1300 kc
First Again in Baton Rouge.
36.1
WIBR has largest share of audience morning, afternoon & evening than all stations serving Baton Rouge. Hooper — April 1956
21.3
15.6
15.1
10.7
WIBR station B
station C
station D
station E
station F
Baton Rouge's only full-time independent station.
For specific program ratings & availabilities, contact
The Walker Representation Company
jockey. "Sell Tunes" are also a device to aid the d.j. show. They're musical introductions for local commercials and also serve as program theme music.
John Langlois notes that in the past year, Lang-Worth has found a dynamic element making itself felt in radio programing — a movement away from excessive reliance on the pop record show pure and simple. It has helped stimulate this trend bv its emphasis on a variety of programs, including such offerings as The Cavalcade of Music, Music by Mantovani, Sunshine Boys.
Farm radio
Q. How many stations program to the American farmer?
A. Buyers' Guide found that 76% of total respondents scheduled programs each week specifically beamed to the rural audience. It notes that this compared with 70% of the respondents in 1955 and 64%) in 1954.
Of the 1,901 stations programing farm features regularly, 523 (28%) program more than five hours per week in this category. And these 1,901 outlets represent 47 states.
"There's practically no such thing as a farm home that doesn t have one or more radio receivers." states sponsor's most recent "Farm Section" (see 31 October 1955, issue). Basis for the statement was a cross-section of NCS, station and independent research reports which set U.S. farm radio ownership at the 95% figure.
Q. How can radio advertisers best sell to farmers?
A. John Dow, vice president at Bozell & Jacobs, Omaha, presented views on selling farmers via radio in sponsor's "Farm Section" which are thought-provoking. Among them:
1. The light touch in advertising appeals to the farmer. He likes to joke though he's so often pictured as overserious.
2. Talk about the quick, easy way to do things in copy. A farmer is a busy man.
3. Don't feel that announcements are always cheaper than programs.
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FALL FACTS BASICS