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New Seeds For Farm
ramming
FARM \S| RADIO
(CONT'D FROM P. 26)
U. S. Radio's second report
on the developments and trends
in farm radio and its use by advertisers
(Cont'd from p. 26)
package on tape. The show was formerly produced by the Clear Channel Broadcasting Service.
The use of shorter segments in farm programming, however, is not universally accepted by any means.
"We continue to program farm information in 10 and 15-minute segments mainly because our experience shows this is what the farmers want," states Jack Timmons, commercial manager, KWKH Shreveport, La. "They do not want to wade through an hour or so of music to get 10 or 15 minutes of information vital to their business."
Ben Ludy, general manager of KWFT Wichita Falls, Tex., declares, "Farmers and ranchers want 10 and 15-minute service programs, no capsule programming."
Discussing the trend further, Charles Griggs, general manager of WVLN Olney, 111., says, "Many stations are trying to go to a modern farm program format — short segments for their farm men with music as the basic format. W^e don't believe it's right for our market. We give our farm man a show ^vhich reflects his personality and don't intend to change."
U. S. RADIO • February 1960
Among other changes in farm programming that are reported in station questionnaires is a move in the direction of widening the scope of farm programming to include home-owners, gardeners and, in some cases, more information with a consumer angle.
Much of this is being done because of metropolitan and suburban
area considerations.
"There is more news of interest to city and town home-owners, particularly in suburbs," declares Clayton Kaufman, director of sales promotion and research, WCCO Minneapolis. "In addition, farm directors have become more personal, informal and conversational; there is more information on farm manage
Joe Kelly (I.), -farm director, WHDH Boston, covers ninth annual Corn Field Day.
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