U. S. Radio (Jan-Dec 1960)

WJAG-KC$R Covering Nebraska's Rich Beef Empire Where Agri-Business is Big Business WJAG Norfolk Norfolk \ Nebraska ^i NEBRASKA BEEF EMPIRE STATIONS ^^r JAC — lr(dependent farm voice ' NE Nebraska since 1922. 29-county (NCS) market — 1000 W.-780 K.C. — $498,675,000 Consumer Spendable Income — Retail Sales $424,447,000 — 124,740 radio homes — 42°4 more listeners. KCSR — Chadron, Nebraska, "Beef Empire" market — $411,870,000 Consumer Spendable Income— $297,120,000 Retail Sales— 70,540 radio homes. Commands 22% to Sb% more "unduplicated homes." Represented Nationally By WALKER-RAWALT CO. New York — Chicago — Boston Kansas City — Los Angeles KMA-960 Covers 67 Counties^ In 4 Top Farm States Radio KMA enjoys a 35-year history of service to agriculture in the nation's prosperous cornbelt. Listener loyalties developed over the years by KMA personalities pay off in sales for numerous top national advertisers. You're in good client company v/hen you sell on KMA, the most trusted voice in midwest radio. A big 69% of the people In these 67 counties live on high gross income farms or in small towns of 2,500 or less. Let your Petry man show you how to fill the metropolitan gap by using 960 in I960. *NCS #2 k A SHeMAMDOAH, IOWA SCXX) WATTS 960 KC ABC Affiliated With (iO(I"0(tXv) <-*«•* farmISiradio (Cont'd from p. 58) every Saturday. Homelite's Mr. >[((;lellaii dc(lares. " Sales results Ironi the radio advertising have been l)eyond expectations." Honielite, a Division of Textron Ino. — On W'LW Ciincinnati. Honieliie was a new advertiser in 1950. It bought Monday, W^ednesday and Friday participations on Choretime (f) to 6:15 a.m.) and Tuesday, Thursday and Salinday participations on Eveiybody's Farm (1 1 :30 to 12 noon). Honielite nuw has the 15-ininuie sponsorship ol the lann Roundup Dewey Compton (r.), farm director, KTRH Houston, reports on insect control program. show (6:15 to 7 a.m. on Saturday), with a contract extending Irom August 1959 to August 1960. Frederick Cristiano, Honielite district manager, has this to say about the radio use: "Chain saws in the Midwest are big i)usiness, but it is only those who are willing to promote aggressively chain saws thiough all media who will discover this truth. "Our biggest customer is the farmer, in that about 75 percent of our sales are made to this category. The other 25 percent represents the com ( Cont'd on p. 62) |ii itiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ Common Mistakes in Buying Farm Radio I The following, submilted to i .s. radio I by Bill Wiseman, sales niana<rer. WOW I Omaha, Neb., desrribe.s two common I mistakes that timehuyers -make in biiyfing farm radio time: I "Mistake No. 1. Buyers who use the I same approach to farmers in different I sections of the country. There simply I isn't such a thing (in national spot buyling terms) as 'The Farmer." I "The New England dairy or truck I gardener or ])oultry raiser, the Deep I South cotton farmer, the Texas rangeI cattle raiser, the California vegetable I raiser, the Oregon (or Florida) fruit I farmer — have almost nothing in comI mon w ith the corn-wheat-meat-cattle j family in the Midwest. I "National statistics on farm income. I and buying habits, are worse than I meaningless to the national spot buyer. I Example: In 1958. the gross farm inI come in the WOW Nebraska-Iowa area I was about .S16.000 per farm, the nationI al average figure was less than $7..S00. I Florida farmers grossed $200 million I from poultry, but the rich farm (wheat) I state of Kansas produced less than oneI quarter of that volume. The use of naI tional average data is a more grievous I error than using no data at all. I "Mistake No. 2. It is almost human ly impossible for a Ituyer who lives I near and works in a big city to underi stand the thinking of a Midwest farmer I because their day-to-day existen<-es arc I as different as night and day. | "The big city dweller may live in an j apartment or suburban development! with 50 other families close by. He[ rides to work in subways, eats inj crowded restaurants and he talks (orj at least sees) thousands of his fellow! humans every day. He attends meetings,! answers phones. He has literally thou! sands of distractions every day. His! job forces him to make quick decisions.! He is an impulse buyer. | "The Midwest farmer may go forj days with no contact with other hu-! mans except his wife, his children, hisj hired help. His nearest neighbor may! live a mile, or 10 miles away. Sure he| sees cars racing past his farm on a| superhighway endangering his live-| stock, his fences or his crops. t "Because of this kind of living, the] farmer is cautious and deliberative] over new people — and new products. He] is not an impulse buyer. He must bel sold through people he knows. He must! be reached in a steady manner that} gives him a chance to learn about a| given product or service." | ITiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiniiiii!iiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii.i; 60 U. S. RADIO February 1960