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 #:
00036
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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ng Wedgwood ] Ik (mil ol \V'eclg\\ood is a small advertiser which cannot aHoid the luxury ol media experimentation. It has $75,000 allocated for its entire advertising budget. Of this, .1)20,000 has been jnit into radio, which makes Wedgwood the first in the fuie china field to use the medium. .\11 programming is beamed at high-i)i()\v lovers ol classical music. \Vedgwood believes fine music and fine china go hand in hand. Ilensleigh Wedgwood, president, Josiah Wedgwood R: Sons, Inc., became a sponsor on WQXR in H).5,"). Completely satisfied with the pin pointed residts radio biought in New Ycjrk, Mr. Wedgwood now uses radio in six other major cities to determine if it will become a major medium in Wedgwood's futine advertising pi, IDS. 30 New Morning Schedules To fuid out, he has spent $20,000 on the following 13-week across-theboard" morning schedule on good music stations which began .September Ifi: WQXR, New York Breakfasf Symphony 8:00-8:30 WCRB, Boston Commuters' Concert 8:15-8:30 WASH-FM, paign gams momeniimi. The closing connneicial cites the store or stores which carry the firm"* china line in each station's particular marketing area: Participating dej)artment stores are taking a close look at this use of radio. I'hey say: "11 it woiks for Wedgwood, it could work lor us." I he stores currentlv iinoixtd .iie: Washington Morning Concert 7:15-8:00 B. Altman & Company New York, N. Y. WGKA, Atlanta Coffee Concert 7:45-8:00 R. H. Stearns Boston, Mass. WEAW-FM, Shreve, Crump & Low Chicago Coffee Concert 8:00-8:15 Cooley's •• II KIXL, Julius Garfinckel Dallas KIXL Music 9:00-9:15 and Company Washington, D. C. KDFC-FM, Rich's Atlanta, Georgia S. Francisco Morning Concert 8:00-8:15 Davison Paion .. M present, 1!) stores tie in with Maier & Berkel " " the broadcasts and more reta ilers are Claude S. Bennett .. expected t( |)arti( ipate as t lie cam Charles Willis Associates U.S. li IDIO • (^(tolxr 19.")