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

report from a giant's voice Heord throughout the Rocky Mounloin West ...IS the welcome voice of KOA RADIO! Its the giant 50,000 wott voice that has dominoted the rich Western Market for over 32 yeors' GIGANTIC RESULTS KOA-RADIO is the giont selling force in the West . . . the only voice you need to reoch — ond sell — the entire Western morket! Represented by Henry I. ( JBQI Christal \ WW _ Company, vBl^ Inc. ^IP •*OA^ DENVER /^a^ One of America s grefi' radio stations 850 Kc • 50,000 WATTS You're headed in the right direction with Plough, Inc., Stations! Radio Baltimore Radio Boston WCOP Radio Chicago Radio Memphis WMPS .tr»5t3? L'^a KAOIO TV REfltESENTATIVES. INC. Miw TO«M > CHICAGO • ■0«TOM • ftlATTLI Recent Trends Expected To Boost Expenditures In Canadian Radio "Radio is iiniiniilwl in Canada." according lo Donald Clookc, ol Donald Cookf, Inc., station representatives, who credits much of radio's vitality to the fact that "Canadians are a home people and a thrifty people, \\licn they buy a radio they stay lioiiu and listen to it. Ii gets cold uj) north in the winter and radio becomes a necessity, because it means contact for people who can't get out." The Montreal-born ^Mr. Cooke points out also that "Clanada has no Sunday editions of ne\\spa|)ers as we know them in the States. Peo]ile have to rely on radio to provide them with weekend news. "Canadians are loyal and steady listeners," says Mr. Cooke. (Latest B.\B report on listenership bears him out.) "They will usually stay with a product, whereas .Americans tend to switch lovalties. Even on the .American l)orcler the\ stick to C>anaclian stations. .Ml recent surveys show there is not more than a 5% overflow to American stations. " Changes Due .Mr. Cooke reports that the next few years may see reNohitionary changes in Canadian l)roadtasting. "Now that the C;onser\ati\cs are in power. 1 think they will !)( loath to iia\e C^BC; continue to o|)erate at such a tremendous deficit. .Most jjeoplc in Canadian broadcasting Icel that tiuy'll make (IBC a paving op cration. This might include divorcing CBC from its regulatory powers and setting up a sort of FCC to gr)\ern both the independents and CBC!. This kind of (liange woidcl realh keep things moving in Canadian radio." liroadcast Advertising Bureau — Radio Division — re|>orts Canadian listeners now serviced bv KiH independent stations plus 'J2 oj)eratecl bv (iBC. Seven new \M St. It ions joined the radio lineup tills Vt.M. S( 1 s.ijis (oiiiiinic III ilimi) -up iK.ulv I',, over s.ime period last vear. .M a iHifac Hirers estimate vear end ligure will be l,")"^,, higlui th.in l!l')(i. Total number of sets is at (i.SOd.OtU). giving radio gre.ilest potcnti.il circulation of any C^anadian meclimn — 9t\'^ of homes have at least one radio. Latest B.\B survey, undertaken to determine I ime Period .\udience, offers agencies and advertisers complete breakdown of listening habits in metropolitan, non-metropolitan and 1 1 specially selected non-metropolitan areas. 1 he report includes graphs and figures on listening trends, number of listening households and time spent listening to radio. Listening Time Average Average iistciiiiig liiiu iii lkIId-oiiIv households; ."> hours. 1 1 minutes: average time tor radio and television homes. 3 hours, 7 minutes: average lor .ill homes. 3 hours, 36 minutes. B.\B concludes from available evidence that advertisers must spread their .innouncements throughout the clay or luii risk of missing large segments of total audience: 10% are listening in the morning hours, 36% in the afternoon and 21"f, in the evening. Significant fact is Uiat listening habits do not varv' significantly from day to dav. Radio rates moving uj) — slowlv. In terms of Cllass "A" time the Hash rate has increased 5.2%. one-miiuite announcements are up 2.3%. and the onehour rate has climbed 7.6<\' since Julv 1 l'.l.")(). Important to note — radio oneiiiinute rate increase re|)reseiits onlv 72',, of the total intre.ise in the number of radio homes since I'Mti Material contained in Uk B \B upon IS the first of this type to be made avail;ible. Conducted bv the Bureau of Broadcast Mc.isuiiiiu lit. it oilers vital information on the scope of radio broadcasting in C.inada todav. .\gencies and advertisers find it a valuable tool in planning broadcast strategv. Although optimism persists throughnut the Dominion. BABs figures esti m.iting tot;il i.idio c \|)Hidiluics show l'1.")(i income at 5.')2.(Kl(t.(ltHl. down slight Iv from l"l.'i."> and down shirpiv from peak vear — l!l."»l. Latest CBC \tateim lit reports network radio income down 22.7*^, from List veir • • • bS r.s. li >ni() O.tober 19.57