U. S. Radio (Jan-Dec 1960)

question and An Event To Wfotcti For On March 30, the Radio & Television Executives Society stages a major radio session designed to produce answers to many radio questions. Station men are urged to mail in questions to U. S. Radio by March 1 (see below) This month's Question & Answer feature is a departure from the usual format of having agency or advertiser executives answer a radio question. And yet it is written as a forerunner of an event that in itself will provide ad world answers to radio questions. Why do some national advertisers swear by radio? Why don't others use more of it? These are some of the questions on which answers will be sought on Wednesday, March 30, at the monthly Roundtable luncheon of the Radio & Television Executives Society, held at the Roosevelt Hotel, New York. In probing and exploring some of the "why's" and "how's" of radio use by major national advertisers, the RTES Roundtable will be presenting its first major radio luncheon in a great while. Responsible for jnating the agenda together are Al Shepard, sales manager. Select Station Representatives Inc., and Ed Reynolds, assistant director, press information, CBS, co-chairmen of ihe monthly Roundtable Luncheon Committee. Matters of interest to advertisers, agencies and buyers of radio time will be studied. Speakers, as yet unannounced, will be chiefly advertisers, plus representatives of radio station management. Radio stations across the country are urged to send in pertinent questions that will l)e answered at this session. Mail them to r.s. radio, 50 W. 57th St., New York 19, N. Y. The premise that xmderlies the forthcoming session is that "radio is a jirimary medium capable of performing a basic sales job for an advertiser," state co-chairmen Shepard and Reynolds. "There is no iiiarkcliug or sales problem that cannot be solved with effective use of radio advertising." The session is aimed at promoting the interests of all radio — spot and network. In addition, liie use of the entire day's schedule is to be explored, not only the hours of 7 a.m. to 6 p.m. The successes local and national advertisers have had with the total broadcast day will be studied. Program Effectively Advertisers will be urged to take a look at the ability of radio to program effectively. Such things as the medium's capacity for news, documentaries, public events and remote broadcasts will be brought home through case illustrations. The idea behind the programming discussion is to show advertisers that radio can program to deliver 40 U. S. RADIO February 1960