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

RadloActive 1957 (cont'd) more of their nionev ulicic Aincri ca's loyal ear is. Network olhcials now say that earlier csliniaies ol an ex]jerted 0"^, increase over last year were luuleistated. Projcdion of fnst-cjiiartei total", ol amioiiiued network billings indie. itc a ^riatci increase. It is assuied that there will l)e at least a 15",, increase in spot radio sales. Larry Wcblj, Station Repicsentatives Association nianat^ini; di rector, says: "Wilhoni any c|iiestion, national spot radio is ruinnng far ahead of any other median in its percentage cjf increase over previous periods. Advertisers and their agencies, as well as station management and their representative firms, arc due a tremendous amoimt of credit lor having foinul new ways to use one of the most versatile and powcrliil sales weapons ol all achcrtising media." Radio Achcriising Bureau, iiuan WFAA-820* IS THE "MOST \^ LISTEXED-TO" STATION IN THE ENTIRE STATE OF TEXAS! . . . And with some 217 radio stations in Te.xas, that #1 ranking takes on an even greater importance to advertisers. Adjacent Dallas and Tarrant counties comprise the nation's 12th ranking metropolitan market (in terms of retail sales). AM to this WFAA's i)oi)ularity throughout all North Texas and broad areas of Louisiana. Arkansas, Oklahoma, and you've got the BIGGEST single buy to ever come along. Why not get the complete Nielsen story (as well as market facts and figures) from your PETRYMAN right away? * thartt limi with WIAP A dear (hannri ttrvUt 9f thr Dallat Meining NfWl. Idwafd Ptirr I C« Nalienal Krpitiflallvtt while, estimates a 6"^, gain in gross local billings lor 1957 with .S'^72,()()(),0()() estimated against the 1950 figme of S.852,()()0,00(). I he gains in netwoik, spot and local business assure radio of its biggest vcar ever. Nighttime Radio A big lacioi in iadio\ immediate lutme hangs on a growing awareness 1)\ advertisers ol nighttime ladio. As business overllows the "tralftc" houis, more and more pcjtential sponsors investigate the nighttime audience. Industry statistics reveal an average nighttime audience that equals the circulation of Life Magazine. Advertisers are finding out that thev can reach almost as big an audience as daytime at lower rates. There is more family listening and more men in the audience with leisure listening lime. Advertisers are also re-discovering the 9 a.m.-l:.^() p.m. audience which offers a steady, laithlul adidt listencrship consisting mosih ol house\\i\cs. Willi the rise in agency and acherliser interest, major advertisers continue to gravitate toward radio sponsorship. Many ol the big-money advertisers have rejoined the medium this year on all Ironis. Neiwoiks are boasting of big sales such as Cli.S's "Ford Road .Show" and Procter &: Gandjle's return to radio \ i.i XHC; after a two-vear hiatus Irom major buying in the medium. Muiual has (ieneral Foods' )cll-() and Kialt Foods in on news exiensiveh. AB\ has added new advertisers such as Doan's pills, Charles Pfi/er, and the .Sandura Clompariy. New sales methods and new ])rogramming methods are credited with these results. (See Reports from Setwork, p. 5(5.) A Public Trust Ihe listening public. howe\er. d.Ks not know or care nuic h about wlutlier the connnercial that brings I he prograimnii.g they enjoy is local. spot or network. 1 he public does not cue that r.iclio is becoming a billion dollar i)Usincss. Ihe public IS ()id\ inteiesic'd th.it .< tlick oi the cli.tl will pioxide the kind ol cnteri.iinment it wants. National surveNs continuallv uii(Cont'd on p. 40) S8 U.S. niDio Oitolxr nV")7