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EDITORIAL
new fm magazine
(See pages 23 and 24)
U. S. RADIO LAUNCHES U. S. FM
A cry lias been heard around ihe country for some time that one of fni's greatest needs is more aggressive promotion support to tell its story and publicize its facts.
With this in niiiui, i'. s. radio is hiuiuhing a new 16-page, supplementary moniliiy niaga/ine called iJ. s. fm. I he idea has l)een in lornudation for some time. liut the straw thai tipped the scale of action was the tremendous response from agencies and fm operators to the second annual i. s. radio fni issue which appeared in
July
This evidence was all that was recpiired loi anyone to realize that fm, problems iiuhided, is out to carve a personal identity for itself ajjaii from other media.
FUTURE ROLE
It is the feeling of many in the field that fni is gunning for a position as a third air inedium. In consideration of this point of view, and as etlitorial requirements demand, n. s. fm will expand beyond its initial 16-page size. The interest of agencies in fm has been made clear. We have maintained the position that it is up to fin to cash in on this interest.
This new fm-only magazine is designed for compactness and fast-reading. Its primary objective will be to keep those interested in Ini informed every month on the latest develop
ments and to guide them in their knowledge of the hi-fi medium.
Secondly, i. s. fm will serve as an idea magazine lor the fm industry.
To these ends, appropriate editorial features have been planned. I here will lie an fm station key, which will list fm stations by call letters and city with the following information: National repiesentative, programming key, market penetration, im set count, number of counties (oveied and effective radiated power. The set count will be estimated and validated by stations and forwarded to n. s. fm through regular questionnaires.
A JOB THAT HAS TO BE DONE
In addition to oilier departments, the regular feature section of v. s. fm will be devoted to interpreting and analy/ing significant developments in the field.
Features will evaluate advertiser or agency use of fm, will jjresent detailed reports on research projects, contain interviews with agency executives, highlight trends in station operations and equipment developments or bring about an awareness of a problem and offer a solution.
Dining a given issue, the feature section may l)e any or all of these things.
It is with a great deal of pride of accomplishment and satisfaction in doing a job that has to be done that u. s. radio launches u. s. fm.
72
U. S. RADIO
August 196'