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THE STATION
THAT CARRIES
THE UR6EST VOLUME
OF
AUTOMOTIVE SPOT BUSINESS
IN
WESTERN MICHIGAN
BROADCAST TIME SALES REPRESENTATIVE
for buyers and sellers of radio advertising
^ADIO
NOVEMBER 1957
. IN THIS ISSUE
VOL 1 NO. 2 <
Hard Sell and Soff Sell 19
Am_iuy Lxcuilivo Cii\c Pros and (^oiis On these Commercial Approaches
Tofal Budget to RADIO 22
1.(1 iiiii:;^ \l).iii(l()ti^ Dilici Mcdiii for Stcond Year
The Shoestring Sell 24
W.iMiK laliiit-. Hoh> to Racli<j
On Taking Sides 27
l-iliioriali/JMi; Stirvcv Shows Some RcMiIls and Main Rtsinations
Pocket-Sized Super Salesman 30
Rtcordrd ClomnuTcials "Sell Sound with Sound"
• • •
DEPARTMENTS . . .
\ii wa\es
3
Report from R \li
42
Soundings
9
Report from Represenuitixes
43
\\'a^hiMl;ton
11
Report from .Agencies
46
sHmf Mike
13
Report from Networks
47
I liters to Editor
16
Report from C^anada
48
I o( Us on Radio
32
Guest Columnist
49
HoMuiown U.S.A.
37
Radio Ratings
52
CoinnuK i.d Clinic
39
Editorial
54
Radio Rii^istiis
40
Names and Fares
56
EDITOR AND
PUBLISHER
\inoltI
MlKIl
Business Manager
Managing Editor
Catherine Sroii Rose
Fian Rilcv
An Editor
Rollie De
vcndorf
ASSISTANT
EDITORS
Michael G. Silver
I'anx kirsch
Pntiiria Moran
Secretary to Publisher
(Washington)
Saia R. Silon
ADVERT'^">J'^
I'lodiictionSalts SifTici
A'M'
II 1 sli III Mtiiiagci
Jean I.. Tn^el
Shell .Mpcrt
U. S. RADIO it published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street. New York 19. N, Y. Circle 5-2170 Western Office 1653 So. Elm Street. Denver 22, Color-do Skyline 61465. Washington. D. C. — B037 Eastern Road, Silver Springs. Md. JUniper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore II, Md. Price 35( a copy: subscription. $3 a year. $5 for two years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright 1957 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland.
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