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

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EDITORIAL U. S. RADIO • . • the aim and policy FOR RADIO ONLY Willi lliis issue, r. s. radio makes its (lel)iil. W'c would iiol \)(j luiinaii il we did not kel a degree oi excitement and exhilaration. \ et this is (onfiiK'd under the weight ol a more proloiind thought ilial no trade ]nd)li(ation deserves the right of existence unless it lulfills a need, unless it can logically serve the industry to which it is iledi( ated. The history of radio and tjf the broadcasters and advertisers who have had faith in it is truly one of the greatest success stories of oiu time. Radio is a separate and distinct advertising mediinn; il has its own ]jlace in the sini and certainly should not fall in the shadow of tv. Like niaga/iiKs and newspapers in the print field, radio aiul tv are just as competitive for the advertising dollar. To those who have fought long and well for these recognitions, we now add for the fust time since the advent of tv the voice of a radio only trade pui)li( atioii. Today radio stands stronger than ever, and all indications point to a tomorrow that will dwari today. Those ol us who live too nnuh suhjec lively nnist appreciate that though radio people know and imdersland radios iiemendous story, this same sloiy constaiuix nuisi l)c' made known and luiderstood by tiiosc who think less ^llllic•c tively al)out ladio. These are the |K'o|)le who use and c oiisidci i.idio in thcii acheitising j)lans. THE WHOLE OF AMERICAN LIFE is iheie any other medium ol conununication ill It so encompasses the whole of .\merican life as does radio? W'c sul)nut llure is no other. For all prac tical pinposes, radio is in every home of our c<)iMitr\. two or three sets in each mcjre often than not. On the highways: Radio. On the beaches and at the resorts: Radio. And as we note in the transistor article (page 25) , inexpensive transistor sets will Ijecome like "ashtrays" in the average household. .\ncl still the most tremendous development is \et to come . . . mcjre correctly, it is here. When the .\rmy Signal Corps releases the wristwatch ladio to the American public, radio trid\ will l)e everywhere! Radio IS the mass medimn to reach the whole of America. But in its very preponderance, radio is the most flexible of all media. Whether the adveitiser uses spot radio or network, there are many, many different lormulae that can be applied to reach all the population or any segment ol it. according to the needs of the product . . . anything liom "pop" to fine nuisic. from soap operas to Shakespeare. Night or da\. Whatever the need, ladio stands reach to liill il. TO THIS WE ARE DEDICATED V. s. KAino. .Ill anabtic.il and idea magazine for the buyers and sellers of radio, will devote its entire energies to this \ast field of radio. .Vrtides and features on the pl;inning and liuying o{ radio adxeilising. dehiiig into the why's and how's in the siiccesslul use ol all radio, will be supplemented bv regular departments presenting in concise lonii the significant news .ind tiencls ol the i.iclio industix. i. n. kvdio will be applauded bv some al limes, criticized by some .It limes, li will make its mistakes, it will make its points, li will constantly strive to help buyers and sellers ol i.idio .ichei lisini; in the use ol the medium. Id this wc are dedic .iled. f)2 / s /.' \l>in Otiohci n>.'»7