U. S. Radio (Jan-Dec 1960)

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advertiser studies because they will give us a iiucr picture of tlie penetration ol the various stations and the relative importance ot each in the niaikei as a whole. Your approach to this radio market question has been very soinid and follows the thinking ol many advertisers and agencies. \\ i wish that we had this kin<l of information for all markets — it would make our jobs that nuu h easier." K. L. Deckinger, vice president, media strategy. Grey .\dvertising Agency Inc.: "Of course, the fact that "advertisers" agreed on a certain area lor the stations ol a market does not necessarily make it light! Howe\er, its probal)h so close as to Ije beycind a leasonable argimient, at least insofar as a kind of composite merchandisal)le aica is c oncei ned. " |()hn Walsh (r., media clepaiiiiient. I). P. Brother Jt Co.: -We believe that one of the great needs ol the radio industrv is moie standardi/.aticjii. 1 hcrelore, the concept of establishing an accej)iecl standardi/ed area lot audiciuc' icsearcli linds favor with us." In pmsuii of the objective to esiai)lish the advertiser area listening measurement in the top 100 markets, Mr. Hoehm will be mailing out area maps and cjuestionnaires to advertising agencies across the country. As with tiie earlier studies, the agencies check the ccjunties ol maximum interest to their clients lor each market. This material is returned to the Pidse organization which compiles the "com]}romi.se" advertiser area for each market. .Vt that point, the project will wait for station support to have Pulse come in and survey listening in the area. In conjunction with the jnoject, Mr. Boehm expects to prepare a guide of the top 100 markets that will contain marketing data on each '"advertiser area." The guide is scheduled to be published in September and is expected to show the growing business importance of the suburbs. • • • llfiirv J. Kaufman & As>oc., Washington, D. C. Kiulner Agency. New York Kt-nyon & Eckhardt, Chicago Kaniin-Nahaj-Blumbcrg, Houston H. W . Kaslor & Sons, Chicago kcyc>. Madden & Jones, Chicago Paul Locke Inc., Tulsa I'ed Levy, Rich, Lane & Co., Denver Laven>on Bureau of Advlsg., Philadelphia i.ennen & Newell. Nev\ \(irk Lando Advtsg., Pittsburgh Lesseraux Advtsg., Phila. K. J. Lush Inc.. New Haven Lynch & Hart Co.. St. Loui~ Mctlann-Mar^-chalk, Miami Merlo (^o., Los Angeles Mc(!ann-Erickson, Los \ngeles Marcus Advtsg., Cleveland M<('ann--Mars<-haIk, N. Y. MaeManus. John & Adams, N ew ^ ork Mct'ann-Krickson, Chicago J. M. Mathes Inc.. .New York P>ri( k .Muller & .\ssoc., Memphis Norman. Craig & Kuminel. New York Nohle-Durv & Assoc, Nashville Needham. L(iui> & Hrorby, ("hicago Olian & Hronner, Chicago Ogilvv, Hen^)n & Mather. New York Pate Organization. Oklahoma City Polt-V.o()dbury Inc.. Kansa> (^ily Reach. .\Ic(!linI(>n & lliiiii phrey. Boston Reuter & Bragdon. Pillsbiirgh Kdward Robinson Agency, Philadelphia Reach. -McClinton & Co., Minneapolis Harry E. Shubart Co., f)enver Sirauchen & McKim Advlsg., Cincinnati Ben Jsackheim Inc.. New York Sparrow Advtsg., Birmingham J. M. Straus & Co., Los Angeles Daniel F. .^ullivan Co., Boston Smith & Armbruster, Pittsburgh Smith, Taylor & Jenkins, Pittsburgh Sullivan, .Stauffer, Colwell & Bayles, New York Tucker Wayne & Co., -New Orleans Toni Co., Chicago Tatham-Laird Inc.. Chicago \ alentine-Radford Inc., Kan>as City Weightman Inc., Philadelphia V^estern Advtsg., Chicago Wesley .Assoc, New York Warwick & Legler Inc., New York Winfield Advtsg.. St. Louis Young & Rubicam. New York Young & Rubicam, Chicago II 3o -X X X X X X X X X X X X tu Oo X X XXX X XXX »l — HI I, < m ui X X X X X X X X X X X X X X X X X X X X X X X X \ X X X X X X X \ X X X X X X X X X X X X X X X X X X X _ X XXX X X X X X X X X X X X X X X X X X X \ X X X X X X X X X X X X X X X X X X X X X X X X X X X X ■12 U. S. RADIO Aumist I960