U. S. Radio (Jan-Dec 1960)

Record Details:

Title:
U. S. Radio
Date:
Jan-Dec 1960
Publisher:
New York : Arnold Alpert Publications, Inc.
Volume:
U.S. Radio (Jan-Dec 1960)
Leaf #:
000677
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
March 28, 2024
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U. S. RADIO • SEPTEMBER 1960 Optimism Grows For 4tli Quarter Fall market outlook appears bright; traditional clients return, bolstered by new money; RAB's Sweeney sees new buying trends; new representative study U. S. RADIO • September 1960 Although the art of prognostication is becoming increasingly difficult in radio, early moves by advertisers indicate that the fall is shaping up as a strong period for the sound medium. Cars, car accessories, drugs, food, watches and tobacco are among the chief categories from which radio can look for increasing activity this fall. What makes forecasting so difficult is the flexibility of buying, which is radio's friend and enemy at the same time. Although the ease and immediacy with which advertisers can launch a national campaign on radio is one of the medium's great assets, the fact that it is difficult to foresee what actually will be bought in the ensuing weeks and 21