U. S. Radio (Jan-Dec 1960)

1,900 1,826 1959 1,800 1,700 ^,700 1,600 1.500 ^^^r654 ^1,546 Its . . . another year oj growth for Standard Rate cr Data Service (media advertising volume) 1,400 1,300 ^ 1,362 1,200 ^^ ^^^^\ ,208 ,,,00 ^^^ 1,000 ^.038 accoui 1952 1953 1954 1955 1956 1957 195S 1959 16,000 15.000 15,632 M4,225 ms Reflected in this growth pattern is the increasing employment, by media owners, of a modern marketing concept which odds force to oil of their selling actions by tying in with a buying action common to buyers, everywhere . . . habitual and repetitive use of their "classified directory." Two thirds of the publishers and station owners whose promotion programs include no space advertising in editorialtype periodicals, do use space in SRDS to be sure of representation every time their medium or market is being considered. And of all media that use space in advertising periodicals, the majority use Service-Ads in SRDS with adequate informa 14,000 13,000 12,000 11,000 ^ 10,000 ^T ^^^14,101 ^M3,187 n 1,282 ^^10,045 9,000 ^^ msertu ^^^^8,946 8,000 8.410 1952 1953 1954 1955 1956 1957 1958 1959 tion dominantly and constantly in evi 8,000 7,52^ 7,001 dence at the time and place of media comparison. The trend, for years, has been toward thinking like this-. "No matter what else we do in our sales promotion program, we'll run informative Service-Ads in SRDS to help us sell the way the advertising business buys." Standard rate & data service, inc. the national authority serving the media-buying function Walter E. Botthof, Publisher 5201 Old Orchard Road, Skokie, Illinois Sales Offices— Skokie • New York • Atlanta • Lot Angeles 7,500 7,000 6,500 7,235 ^6,749 6,000 5,500 ^r ^5,860 5,000 ^^„X^261 4,500 ^^641 pam 4,000 1 o U. S. RADIO • Febiuarv 1960 47