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WJDX
1
Iff
FARM
PROGRAMS in MISSISSIPPI, . .
WJDX has the only full-time radio farm department in Mississip
Howard Langfitt and Forrest Cox, NATRFD accredited members, broadcast 6 hours, 35 minutes weekly.
WM
First in
Nielsen,
Pulse
Area
Surveys
SkwDay, IkwNigbt radio 620
JACKSON, MISSISSIPPI
See Hollingbery
for buyers and sellers of radio advertising
^MfflO
FEBRUARY 1960
VOL. 4 NO. 2
IN THIS ISSUE
Farm Radio Prospects Bright
Sccontl Report on Developments and Trends In Farm Radio and Its Use by Advertisers
23
Radio: d-Con's Pied Piper 28
User of Farm Radio Since Firm Was Organized, d-Con Finds Medimn Huilds Rodenticide Sales
Specialized Radio Diet 32
Diinnon Yogurt Gets Good Results by Tailoring Radio Spot Announcements to Fit Each Market
Program Service Trends
Summary of Latest Innovations Being Offered To Users of Packaged Radio Program Services
Advertisers View Radio
Panel ol Radio Advertisers to Provide Candid Views on Sales Impact of Afedium at RTFS Meeting
. . . DEPARTMENTS . . .
Report from Canada
Report on Fm
Report from Networks
Report from RAB
Report from Representatives
Silver Mike
Soundings
Station Log
Time Buys
Washington
36
40
Airwaves
3
BPA Memo
50
Commercial Clinic
48
Editorial
72
Focus on Radio
42
Hometown U.S.A.
46
Letters to Editor
20
Names and Faces
71
Radio Registers
51
Radio Research
70
Report from Agencies
54
A
69 67 68 52 53 18 7 49 12 15
Arnold Alpert Jonah Gitliti Arnold Farber Rollie Devendorf Patty Kirscfi Barbara Saypol Blanche Stein
Publisher
Editor
Managing Editor
Art Editor
Assistant Editor
Assistant Editor
A dministration-Production Seymour Weber Office Manager
Jo GancI Secretary to Publisher
West Coast Representative —
Whaley-Simpson Co.
700 Montgomery Building
San Francijco II, SUtter 1-4583
% Edith K. Whaley
3493 Cahuenga Blvd.
Los Angeles 28, HOIIywood 3-2215
Member of Business Publications Audit of Circulations Inc.
irrasi
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, 111.-161 E. Grand Ave. Whitehall 3-3686. Washington, D. C— 1806 EastWest Highway, Silver Spring, Md. JUniper 8-7261. Printing Office— 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 • February 1960