U. S. Radio (Jan-Dec 1960)

* U.S. RADIO for the buyers and sellers of radio advertising An indispensable tool for sharpening the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO ADVERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. RADIO 50 WEST 57th STREET NEW YORK 19, NEW YORK report from networks ► NBC: 1 luce lop nianagenient posts at XBC; Radio will be in the haiuls ol new oc(ii])ants ijy the first ol next month. William K. McDaniel has been named \ ice president in charge ol the network. He succeeds Matthew J. Ciidligan, who has joined .McCann-trickson Inc., New York. Two veteran .\HC; executives liave also been assigned new duties. George A. Graham Jr. has been promoted to vice president and general manager, and William F. Fairi)anks to director ot sales. Previously sales planning vice president, Mr. Graham will retain his responsibilities in the aiea ol sales development, sales j^reseniations and sales service and traffic. Net sales totaling S3 million were iimg up last month, including .'>1.7 million in new business, according lo Mr. McDaniel. Highlights of the new buys included a 2()-week segment contracted by Pmolator Products, Inc.: two 13-week buys from Klectric .\ulo-Lite Co., and a 39week run by Ex-Lax, Inc. Renewals (.line in from American Motors, Radio (^orpoiation of America, Wagner Electric Corjj and the General Insurance Co. ► CBS: CHS is bringing two nunc high calibre show business personalities into its daily daytime radio schedide. liing (irosby and Rosemary (llooney have ijcen signed for a daily 10miniUe show, Howard Ci. Harnes, \ice piesident in charge of network programs lor CRS Radio, announces. Geneial Electric is the first participating sponscjr signed for the show. Show's format will include specially prejiared "musical and conversational material . . . aimed directly at the feminine daytime home audience." Oosby and Clcjoney round out a two-hour block of network time featuring Arthur Godfrey, Art I.inkletter and Garry Moore. ► ABC: A five-minute daily stri]) devoted to a serious discussion ol the problems to be encountered in the space age is being laiuiched this month over ARC Radio. Called Space Scope, the first participating sponsor signed lor the series is the Martin Co., Baltimore, maiudactineis ol military aircraft, missiles and rockets. Signing up lor once-a-week sponsorship, on a l.S-week basis, Marlins messages will be of an institutional nature, discussing such subjects as the nation's educational problems, space exjjloration considerations, basic scientific problems and importance of basic reseaich. It is interesting to note that Martin, through its separately operated Research Institute, is cooperating w ith Dan Peterson in producing the show lor ;\HC. Mr. Peterson will also nairate the show. Format will consist ol commentary and interviews with leading scientists and others involved iti space age problems. A little closer to earth, ABC Radio reports that its Weekend News is KM) percent sold out through next May. The daily version, IVeehday News, leporis 80 percent sponsorship. r ' Keystone: Keystone Broadcasting System is c elebrating its 20th anniversary. During that jjeriod, the network grew from an original 1)8 affiliates to its present 1,090 affiliated stations. (lommenting on the growth of his organization. President Sidney f. Wolf says that "the national advertiser now realizes the importance of the rural markets and recognizes the necessity ol using radio exclusively. In 1941 we had three advertisers, and we now have over 100 national advertised products currently using the Keystone Broadcasting System." Mr. Wolf jK)ints out that Keystone has shown an increase in sales each succeeding year, and that 1960 will probably "set a record as the largest year in history." • • • U. S. RADIO February 1960