U. S. Radio (Oct 1957-Dec 1958)

Record Details:

Title:
U. S. Radio
Date:
Oct 1957-Dec 1958
Publisher:
New York : Arnold Alpert Publications, Inc.
Volume:
U.S. Radio (Oct 1957-Dec 1958)
Leaf #:
00021
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
September 28, 2023
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*s. * -»,v YOUNG MAN, WHAT HAVE YOU DONE WITH MY SOAP OPERAS?" ■4 : i K^^a, 'S-T We're sorry, ma'am. You've been a faithful listener for years. But there just wasn't any room for them in our plans for the future. At American Radio we're programing for today's new audience— the on-the-go housewife who's busier than ever, and who has formed new listening habits. So out go soap operas. "What's taking their place?" you ask. Live music, that's what— and here's why: 1. Soap operas have dropped 37% in share of radio audience.* 2. 60% of today's housewives listen to music, while only 34.8% listen to soap operas.** 3. Night TV satisfies the demand for drama.*** That's why at American Radio we're programing live radio exclusively. That's why we're sold on the new live Herb Oscar Anderson Show, 10-11 every weekday. It's live, top tune music . . . live singers . . . live orchestra. It's fun radio, and it's what today's young housewife wants. *A. C. Nielsen **RAB Survey of Radio and Housew/ives, March 1957 **=>Pure logic o theJ]Kr©one is AMERICAN BROADCASTING NETWORK