U. S. Radio (Jan-Dec 1960)

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report on Fm'ers Appraise the Medium; Receiver Activity increases The mounting agency interest in fm has not blurred the vision — nor muffled the hearing — of the fm operator. It was a realistic approach to broadcasting and advertising that finally brought the hi-fi medium out of the shadows. And it will take continuing realism and self-appraisal to clear the road for futtire progress. In the first questionnaire survey of fm stations by u.s. fm^ stations were asked to comment on the problems fm faces in gaining a greater share of national ad expenditures. The fm broadcasters pointed the finger at themselves as well as at agencies in charting the course ahead to channel more national ad budgets into fm as well as to pin down the interest of agencies. Here are sample questions from the questionnaire return: Karl S. Kritz, general manager, WPFM Providence, R.I.: "Fm station owners and managers must develop a greater confidence in their product and not be afraid to promote it. Phil Harris once said, 'Doing business without advertising is like kissing your girl in the dark; you know what you're doing but nobody else does.' Fm operators must get together and start shouting their wares from the roof tops of Madison Avenue." Lynn Christian, station manager, KHGM Houston: "This is what the national timebuyers and account executives have repeatedly told us on our sales trips to New York, Chicago, St. Louis, Atlanta and Philadelphia: " (1) Need greater market information (income, education, audience composition, etc.) ; (2) need higher penetration figures — in other words, more fm sets must be sold; (3) miist spend more money for national promotion of the medium (big agency presentations, national trade ads, personal calls in New York and Chicago by station management antl better printed material) ." Harold Tanner, general manager, WLDM Detroit: "While the amouin of national expenditures is continually increasing, it is not coming as rapidly as warranted, based on wide acceptance today of fm, particularly in major markets by listeners. Research proving this is readily available, but too often it remains in agency files. Some way should be devised to get this material directly into the advertisers own research departments." Output' Increases on Receivers There are various indications that the manufacturers of fm receiving equipment will increase both their fm radio production and selling efforts. When the 1961 radio-phono graph lines were introduced during the annual convention of the Na tional Association of Music Merchants in Chicago this summer, it was noted that almost every major manufacturer was showing a lowcost fm-only radio — many of them for the first time. In addition, almost every stereo phonograph console, and many high-end portables and table models, came equipped with an am-fm tuner either as a standard or optional piece of equipment. For example. Zenith's new line of 20 stereo consoles include four units that have a provision for an am-fm tuner; 13 others are standard equipped with an am-fm radio, and ihree others are am-fm-tv combinations. In addition, the firm is offering a line of eight fm table models, including a new clock radio. L. C. Truesdell, president of the Zenith Sales Corp., states "During the first six months of 1960, unit sales to dealers of Zenith fm-equipped table and portable sets topped those in the corresponding period in 1959 by over 70 percent." • • • BACKGROUND Edward R. Marrow presides over a major innovation in news programs. Every Sunday he and crack CBS News correspondents abroad examine the week's most significant news in a 25-minute international "conference call." The objective : to impart fresh insight into the meaning of the news. In all radio, Edward R. Murrow is the kind of company you keep . . . ONLY ON CBS RADIO U. S. RADIO September 1960