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airwaves
ladio's Barometer
146,200,000 Sets in Use
15,000,000 Fm Sets in Use (NAB Research)
37,900,000 Car Radios J (RAB est.)
15,622,357 Sets Made (Jan.-Dec— EIA)
3,458 Am Stations
682 Fm Stations
Spot: In the past six months, the Daren F. McGavren Co. has expanded its operations with the addition of 10 radio stations in key markets across the coinitry, including San Francisco, Denver, Miami and Seattle. Representative firm has been broadening its activities, and reports an increase of 248 percent in spot radio sales volume for the past 18 months. A new office was opened in St. Louis recently as part of the firm's general expansion. Also, at Bob Dore Associates, expansion of the New York office and the opening of a Chicago branch are credited with triggering a new business surge. Billings for the past six months, according to Don 'W'^aterman, general sales manager, have increased 131.5 percent over the previous half year period. Figures for the last year, Mr. Waterman says, show an increase of 217.1 percent in billings. Firm expects to open an Atlanta office within the next 90 days, it is reported.
Network: The R. J. Reynolds Tobacco Co. was the leading network advertiser by home broadcasts delivered, according to A. C. Nielsen Co.'s monthly index for the four-week period ending January 10. The total home broadcasts delivered by Reynolds' schedule came to 115,127,000; the actual number of broadcasts was 318. In second place was Vick Chemical Co. with 92,880,000 total home broadcasts delivered (using 191 broadcasts) .
Local: WMAQ Chicago local sales in 1959 showed a 30 percent increase over the previous year, according to Lloyd E. Yoder, vice president and general manager. Total sales for the station were said to be 1 1 percent over 1958, with spot sales equal to those of the previous 12-month period. Mr. Yoder states that new monthly sales records were set in almost every month of 1959. WCRB AM-FM Boston, full time good music stations, report a boost in percentage of program sales. According to Leonard V. Corwin, sales manager, 42 percent of the net revenue in 1959 came irom program sponsorship. Recently introduced programs, Mr. Corwin says, are expected to increase program reventie to at least 50 percent in 1960.
Stations: The number of am and fm stations on the air at the end of
January totaled 4,140. an increase of six (two am and four fm) over the previous month:
Commercial AM Comiuercidl IM
Stations on the air 3,458 682
Applications pending 558 73
Under construction 78 164
Sets: Total radio production in December was 1,553,308, including 581,371 auto receivers, according to the Electronics Industry Association. Twelve-month cumulative radio output came to 15,622,357, including 5,555155 auto sets. This compares with the 12.5 million sets produced in 1958, and represents the largest production figures since 1948. Total radio sales, excluding car radios, was 1,755,027; 12-month total was 8,897.451, or an increase of over 300,000 as compared to 1958 totals.
U. S. RADIO • March 1960