We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
soundings
ANA Gets Facts About Spot Radio's Cains
Spot radio is showing a bigger gain than aii\ oilu i iiKclium, John Blair's Art McCoy told recent Association ol National .\d\ertisers meeting. "So far in 1957 we're 40% ahead" ol 1956 which was spot radio's top year. (See Report from Representatives, p. 43.)
14-Market Study Points to Radio As Mass Medium
Interesting comparison developed by Edward O'Berst, director of research, CBS Spot Sales, points to fact that radio is the mass medium for American people. In 14 metropolitan areas from all regions of the toimtry, study of percentage differences in growth factors between radio and newspapers for last decade shows: jjopulation up; radio families up; retail sales up, and newspaper circidation down. Popidation increased 25.7%; radio families e.xpanded by 35.4%; retail sales shot up 89.7%, but newspaper circulation dropped 4.4%.
BPA Launches Second Year
With November marking start of second year, Broadcasters' Promotion Association gears itself for bigger and better projects. Meeting held first of month in Chicago applauded Westinghouse's David Partridge for his leadership during first year. Succeeding him as president: Elliott W. Henry, Jr., ABC, Chicago.' Re-elected: Charles A. Wilson, \VGN, Chicago, first vice president; and Montez Tjaden, KWTV, Oklahoma City, second vice president. The broadcasters group, counterpart of Newspapers' Promotion Trade Association, voted to hold next year's November convention in St. Louis, dates to be decided. Among topics on this year's agenda: Trade paper advertising; sales presentations; merchandising; promotion cooperation with agencies. (See Focus on Radio, p. 33.)
Analysis Reveals
FM Strength in New York Area
Pulse analysis coming from Keith Trantow, NBC, points up FM strength in New York metropolitan area: 2,462.000 homes have FM sets or 57.8% of those owning AM sets. Of these FM homes, 423,000 do not tune in to FM regularly, but 2,039,000 do listen regularly, with 37% of all FM listeners tuning in dining early evening. Taking afternoon newspaper circulation as a yardstick for comparison, according to Mr. Trantow, almost as manv homes are tuned in to FM in the earlv evening hours as buy the New York Journal American and the New York World Telegram &: Sun combined. Where 1,213,000 represents the circidation of both papers, 911,000 FM sets are in action during the same period tlip papers are normally read.
BBDO Doubles Business Channelled To Networks
BBDO doubled this year amount of business channelled into network radio, according to Bill Hoffmann, agency director of network radio. Among major accounts re-entering network radio: U. S. Steel, Rexall, General Mills, and Pennick and Ford. One big reason, he states, is radio's greater frequency at lower cost. (SeeReport from Agencies, p. 46.)
ABN Explains New Concept
ABN thesis in explaining switch to live musical programming is that a bad buy in radio is virtually impossible today in view of ten billion dollar roar of advertising invested by advertisers each year. Says Robert Eastman, president of ABN, "If you could afford to sj)end 51,000,000 on advertising in a single day, your ads would represent less than 4% of the
total advertising of that single day,"
U.S. RADIO
November 1957