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On Top
with the
NEWS
Eight full time editors, all newspaper or radio news vetterans, prepare more than 85 news programs each week on WTIC. News Director is Tom Eaton, member of the Associated Press Radio and TV News Advisory Committee.
Eaton is in constant touch with a network of WTIC regional correspondents and assigns full time reporters to both City Hall and the State Capitol.
For availabilities in the finest radio news programs in the rich, rich southern New England market, contact Henry I. Christal Company.
WTIC
50,000 watts Hartford, Connecticut
for buyers and sellers of radio advertising
JANUARY 1959 VOL. 3 NO. 1
... IN THIS ISSUE . . .
Outlook '59 — Part I
Will It Be Better Tlian 1958? Analysis Of Business Trends for the Coming Months
Outlook '59 — Part II
V'iews and Predittions of Industry Leaders \\\\\\ Re\icw of '58 Spot, Network Users
What Stations Want to Know
Station Managciiient Asks Questions Directed Toward Agency Media Buyers
Success for a Radio Newcomer
lloinelitc Sells High-Priced Chain Saw In KS-VVeek. S75.000 Spot Campaign
Hard Sell With a Velvet Touch
Music Trend Will Continue in 1959, But With More Emphasis on the Sales Message
Way to a Food Shopper's Heart
Survey Explodes Theories That Women Rely Chiefly on Print, Shop Mostly at Week's End
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DEPARTMENTS . . .
Airwaves BPA Memo Commercial Clinic Editorial Focus on Radio Hometown U.S.A. Letters to Editor Names and Faces Radio Registers Radio Research Report from Agencies
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Report from Canada
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53
Report on Fm
60
51
Report from Networks
59
64 46 49 22 63
Report from RAB
56
Report from Representatives
57
Silver Mike
20
Soundings
9
54
Station Log
52
62
Time Buys
10
58
Wasliington
17
ARNOLD ALPERT
Editor and Publisher
CATHERINE SCOTT ROSE
Business Manager
JONAH GITLITZ ROLLIE DEVENDORF CAROL MURDOCK MICHAEL G. SILVER PATTY KIRSCH
Managing Editor Art Editor Senior Editor Assistant Editor Assistant Editor
PATRICIA MORAN
< Washington. D. C.) Assistant Editor
WILLIAM B. BIRDSALL
Advertising Manager
JEAN L. ENGEL
Production-Sales Service Manager
SARA R. SILON
Secretary to Publisher
Member of Business Publications Audit of Circulations Inc.
BPA
U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Chicago, III.— 161 E. Grand Ave. WHItehall 3-3686. Washington, D. C— 8037 Eastern Road, Silver Spring, Md. JUniper 8-7261. Printing Office — 3110 Elm Avenue, Baltimore I I, 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 1959 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland.
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U. S. RADIO • January 1959