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EDITORIAL
• horizon I960
WHAT'S AHEAD
Indusiry observers who shouki l)e in a position to know believe that radio is in tor a good year. General increases are anticipated, lollowing a year oi moderate growth in 1959.
It is expected, for example, that s])ot radio will go over the $200 million mark in the year ahead. This would be an improvement over the estimated $179 million counted lor spot radio in 1959, which in turn was aljout five jjcrcent over 1958.
Network radio, many believe, is entering 1960 in a stronger positon than it has been in recent years. WHiy stronger? Because networks have realistically re-evaluated their programming and compensation concepts to a point that (ould mean black ink for all such ojjerations in the months ahead.
PROGRAMMING AND RESEARCH
As agencies and clients look ahead to the new year, there are many things they can expect of radio. Programming development that stirred much thinking and action last year is expected to gain continued momentum this year. Emphasis will likely be on news, public service and diversity in programmng formats.
In research, too, the new year is certain to see an extension of the efforts that were made in 1959 to put radio listening under the microscope. (For a review of the many research projects undertaken last year, see Radio Research, p. 57.)
While crystal-ball ga/ing is always a hazardous occupation, many observers believe that changes will occur this coming year in the basic character ol the listener's medium. Chiefly, radio is being urged to "be iiseU" — to develop its natural assets to the fullest.
William J. Hoffmann Jr., director of radio, RHDO Inc., New York, states, "Most of the advertising business that has found radio to be an effective and low cost medium expects radio to establish further its identity as an advertising vehicle separate from any other.
FULL DEVELOPMENT
"This simply means," he continues, "the full development and utilization of radio's natural advantages as a conununications and — by inference— advertising medium. (See Horizon 1960, p. 19.)
In a similar vein, Mr. HofTmann also believes that commercials should be "written especially for the medium, utilizing new sounds and aural effects."
The year 1960 will be one of radio's greatest challenges. It offers the opportunity of transforming moderate growth into accelerated growth.
The key word is awareness. Let radio management be aware and responsible to its audience; let agencies and clients be aware of the performance of radio.
60
U. 5. RADIO • January I960