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WRFM
the
modern sound
that covers
a thinking
audience
of
music lovers
"NEW YORK'S FM CEM IS WRFM"
WRFM
105.1 MC New York
for buyers and sellers of radio advertising
'mnio
MARCH 1960
VOL. 4 No. 3
... IN THIS ISSUE . . .
Nighttime Radio Catching On
National Advertisers Find that Through Selective Use, Night Radio Attracts Prime Sales Prospects
Radio Reaches Hard-of-Hearing
Afousticon l^ses National and Local Radio In Penetrate Markets for its Hearing Aids
Radio Sells Pictures
Motion Pictine Industry Finds Sound Medium An Increasingly Effective Selling Tool
Good Music and Fine Watches
Good Music Progrannning and Prime Evening Time Provide Potent Combination for Hamilton Watch
NAB Convention Preview
Highlights of Radio Activities Planned for April Meeting of National Association of Broadcasters
Radio Session Ready
I'anel and Agenda for March 23 Meeting of RIES Prepared to Give Radio Close Sales Examination
Creative Radio Buying
Iiesli Approach to Radio Time Buying Provided in Analysis by Agency Executive
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28
32
36
40
43
44
DEPARTMENTS . . .
Airwaves BPA Memo Commercial Clinic Ivditorial Focus on Radio Hometown U.S.A. Letters to Editor Names and Faces Radio Registers Radio Research Report from Agencies
3 53 51 64 46 49 22 62 54 61 57
Report from Canada
60
Report on Fm
58
Report from Networks
59
Report from RAB
55
Report from Representatives
56
Silver Mike
20
Soundings
7
Station Log
52
Time Buys
10
Washington
15
Arnold Alpert Jonah Gitlitz Arnold Farber Rollie Devendorf Patty Kirsch Barbara Saypol Blanche Stein
Publisher
Editor
Managing Editor
Art Editor
Assistant Editor
Assistant Editor
Administration-Production Seymour Weber Office Manager
Jo Ganci Secretary to Publisher
West Coast Representative —
Whaley-Simpson Co.
700 Montgomery Building
San Francisco II, SUtter 1-4583
% Edith K. Whaley
3493 Cahuenga Blvd.
Los Angeles 28, HOIIywood 3-2215
Member of Business Publications Audit of Circulations Inc.
U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Chicago, III.— 161 E. Grand Ave. WHitehall 3-3686. Washington. D. C— 1806 EastWest Highway, Silver Spring, Md. JUniper 8-7261. Printing Office— 3110 Elm Avenue, Baltimore II, Md. Price 35* a copy; subscription, $3 a year, $5 for two years in U.S.A. U.S. Possessions and Canada $4 a year, $6 for two years. Please advise if you move and give old and new address. Copyright I960 by Arnold Alpert Publications, Inc. Accepted as controlled circulation publication at Baltimore, Maryland.
U. S. RADIO
March 1960