U. S. Radio (Jan-Dec 1959)

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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 25 27 34 36 40 44 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 3 Report from Canada 61 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. 4 U. S. RADIO • January 1959