U. S. Radio (Jan-Dec 1960)

LETTERS TO THE EDITOR Radio Speaks Out It strikes me as obvious to a shocking degree that by far the better ad medium per dollar spent — radio — has sold itself short. . . Personally, I have had the good fortune to see a change away from the trend toward mediocrity. . . I have, during 1959, seen the profit that goes with this change. . . But in this business you first have to sell your industry, as such. . . . Radio needs to tell its story very badly. Our worst enemy is our poor . . . public relations. . . . And I can tell you from personal experience, all that is lacking — is the doing. . . . Roland C. Wolfe Jr. Manager V/MAK Nashville, Tenn. Honored ... I humbly accept your Silver Mike award. . . I am very pleased to have it and appreciative of your thoughtfulness in sending it to me. John R. Bowers Manager Car Adverfising Department Ford Div., Ford Mofor Co. Dearborn, Mich. Fm Up It's been a long time since all three Chicago public utilities have used a single station. They now do . . . and it's our fm station. In general this has been the most successful year in our history . . . with advertising revenue almost 50 percent over last year. Also, happily, greatly increased interest among national advertisers which, in the current quarter, accounts for one third of our billings. Ray Norstrand Assiifanf Station Manager WFMT Chicago Set Straight . . . Please put the record straight. Contrary to page 70 of the December issue of U.S. RADio_, I am vice president of WISN Milwaukee. James T. Butler Vice Preisdent WISN Milwaukee Negro Radio I believe your magazine is relatively new and I am glad to see it. . . I am sure it is doing a favorable job in making a better selling "image" for radio with all who read it. For this I am grateful and sincerely wish you the very best of luck. We are a 100 percent Negro programmed station. . . This "hidden" market is deserving of greater national publicity, as its buying power is of tremendous importance to himdreds of businesses and brands. John L. Buchanan President & General Manager KKSN Dallas I have just finished reading the Negro radio features in your December 1959 issue. The material contained therein was extremely well done and you presented the invaluable service and need that Negro radio serves, as well as emphasizing the integral part of such a medium in areas having a preponderance of Negro population and their success in reaching this important consumer group. However, to my dismay, I found that you eliminated Montgomery completely in your Negro Station Key. . . Whoever was responsible for this research overlooked a highly successful Negro operation as well as completely ignoring an area which is comprised of over 52 percent Ne7 gro population. . . . Our announcing and programming staff is 100 percent Negro. Judd Sparling General Manager WRMA Montgomery, Ala. Thank you for your reprint from the December supplement, "Negro Radio." Will you please consider this our order for . . . reprints. Your Negro Station Key shows KGFJ with only one disc jockey and one newscaster. . . We have eight disc jockeys and four newsmen. Molly Low Sales Manager KGFJ Hollywood, Calif. Wanted . . . Please send me approximately five copies of the article. Cities Service and Radio: Side by Side, which appeared in the November 1959 issue. . . I wish to distribute this article to key executives in our organization. R. D. Weppler Manager, Advertising & Promotion Cities Service Oil Co. New York WRFM the modern sound that covers a thinking audience of music lovers "NEW YORK'S FM GEM IS WRFM" WRFM 105.1 MC New York U. S. RADIO January 1960 17