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Norfolk Newport News Portsmouth and Hampton. Virginia
Represented Nationally by JOHN BLAIR & COMPANY
for buyers and sellers of radio advertising
^m/0
JANUARY 1960 VOL. 4 NO. 1
... IN THIS ISSUE . . .
Challenge of 1960 19
Ad Agency People Offer Candid Opinions On Radio's Obstacles and Opportunities
Spot and Network Outlook 22
Observations on What Spot and Network Are Today, and What May Lie Up Ahead
Radio: Sales Building Material 28
Expert Mixture of Regional and Local Radio Helps Zonolite Keep Sales on the Upswing
Red Devil Takes National Radio 32
Underwood Makes First Major Radio Buy For Deviled Ham After Testing Medium
Jet Age Radio 35
Air-France Doubles Radio Budget and Readies First Spot Campaign to Help Launch New Service
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 44 42 60 38 40 16 58 49 57 52
Report from Canada
Report on Fm
Report from Networks
Report from RAB
Report from Representatives
Silver Mike
Soundings
Station Log
Time Buys
VV^ashington
56 54 55 50 51 16 7 43 10 13
Arnold Alpert Jonah Gltlitr Arnold Farber Rollie Devendorf Patty Kirsch Barbara Saypol Blanche Stein
Editor and Publisher
Managing Editor
Senior Editor
Art Editor
Assistant Editor
Assistant Editor
Administration-Production Seymour Weber Office Manager
Jo Ganci Secretary to Publisher
West Coast Representative —
Whaley-Simpson Co.
700 Montgomery Building
San Francisco II, SUtter 1-4583
% Edith K. Whaley
3493 Cahuenga Blvd.
Los Angeles 28, HOIIywood 3-2215
Member of Business Publicationt Audit of Circulations Inc.
U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office SO West 57th Street, New York 19, N. Y. Circle 5-2170. Chicago, III.— 161 E. Grand Ave. WHitehail 3-3686. Washington, D. C— 1806 EastWest Highv^ay, Silver Spring, Md. JUniper 8-7261. Printing OfRce— 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 I960 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland.
U. S. RADIO
January 1960