U. S. Radio (Jan-Dec 1960)

BEN LUDY says Add to these top brands now cashing in on K W F T FARM SERVICE PROGRAMMING _ Dow Chemical — DeKalb — — International Harvester — Quaker Oats — DuPont Dybar — — Hercules Powder — — Superior Feeds — Oliver — — Dempster Mills — — Black, Sivals & Bryson — — Tenneseal Roofing & Fencing — — Fort Worth Livestock — — Oklahoma Farm Bureau — — Purina Feeds — — Nutrena Mills — — Minneapolis Moline — — Oliver — Chevrolet — — Cadillac — Prestone — — DeSoto Cars — Flex-O-Glass — — Eveready Batteries — — Peter's Ammunition — — Black Draught — — Doan's — d-Con — — Creomulsion — — Humble Gas — Y-B Cigars — — Florist Telegraph Delivery Service — — Fairmont Foods — — G & G Milo Guards — — Willard Tablets — — Phillips Petroleum — — Camels — — Northrup, King & Co. — 7^ 7'^ice t^ tke McA. Sou^A^^e^ WICHITA FALLS, TEXAS 5 KW at 620 — Day and Night BEN LUDY, Ptei. & Gen. ^Agt. farm\H|radio mem and marketing rather than sheer production." W'ilHam Hryan, station manager ol K IRH Houston, states: "Today, there is a greater recognition of the rclationslii]) that exists between agricuhural producers and the consuming public. We now deliberately include the 'consumer angle' in all farm stories. Also, there has been a greater recognition of the informational needs of the urban and metropolitan audience in our farm progranuiiing. ^Vc now incorporate inlormation of particidar interest to that group, such as household and garden tips, best food buys of the week, among others. Significantly, much of our increased local business has come as a result of niusery, hardware store and other local retailer attempts to reach this vital market." Mr. Hryan also states that "from an overall farm advertising standpoint, there is a signifuaut tiend apparent in the cooperative advertising field, with clients building up dealer enthusiasm and support by getting dealers actively involved in their advertising programs." The scope of its radio service to farm inhabitants is explained by lilmo Ellis, program manager of WSB Atlanta: "The rural dweller today wants basically the same tyjjc of radio service as the urban citizen in regard to music and straight news. WSB farm programming has l^een maintained as in the past, but there have been changes in the programming concept. "Farm Director Jimmy Dunaway steers clear of long, dull and tiresome discussions and gears his farm featmes for a smooth, swift approach." Wally Erickson, farm director of KFRE Fresno, declares: "The basic idea is the same — farm service (farm news, weather, markets). More farmcasters are also trying to reach the part-time farmer, the suburban gardener and doing a job of farm-city relations by interpreting farm problems to city people. That way city listening is also encouraged." Similarly, Clyde Keathley, farm service director, WRFl) Worthington, O., declares that a major trend in farm progranuning is "providing additional service to part-time farmers and homeowners. This segment of the farm jjrogram audience will continue to grow and demand more programming attention." From a marketing point ol view, the farmer is really two people. He is a producer of agricultural products and therefore needs a wide range of equipment, supplies and services to keep him in lousiness; the farmer is also a consumer with all the desires and demands of other consinuers, only maybe more so. But selling consumer advertisers on the idea of trying to reach the farmer through farm directed programming has met with resistance. Every effort is being made, however, to gain acceptance for this "consumer" story. "We are making a concerted effort to convince advertisers of mass consumed products (cars, appli (Cont'd on p. 58) pr~'Hi _j ■blirk .^ ,^^^MMam ^ urc u«e TROPH» ■ ■ •-»-i ^^^^^B^^Mm mi&t. w ' ^H ii^. THE Uft'lliit^Of M •■ OsMvS D. St'.lSi ^m^H i( s^ ■ ■ •'^••'"— ™^^^^^^H V Ki^ — . WNAX Yankton, S. D., received this winning plaque from the Grocery Manufacturers of America Inc. for furthering public understanding of the "life line of America" concept. 56 U. S. RADIO February 1960