U. S. Radio (Jan-Dec 1960)

POTION Here's the prescription for sales success: advertise on WPAT. A balm to Greater New York, \ve"re a positive tonic to the men who make and market America's leading drug products, cosmetics and toiletries. Listened to throughout 3 1 counties in New York, New Jersey, Pennsylvania and Connecticut where more than 17,()00.()0() people live, work and buy in more than 5.0t)().()0U radio homes, WPAT is heard and preferred, among other places, in more of the Metropolitan area's 6,000 independent retail pharmacies than any other station. That's what we call point-of-purchase penetration in depth. And there's no doubt that it moves merchandise. Which probably explains why our drug product, cosmetic and toiletry advertising has increased 327^0 in the past three years, thanks to advertisers like these: Bell Mack Laboratories, A. Brioschi, Bristol-Myers, ColgatePalmolive Company, Coty, Lever Brothers, Miles Laboratories, Pomatex, Prince MatchabelU, Schick, Shampion, Shiilton, Squibb Pharmaceutical, Sterling Drug, Warner-Lambert Pharmaceutical. All of them have advertised on WPAT ... the station with the look of success. WPAT-FM WASHINGTON (Cont'd from p. 13) casters. While N.\li beliexes that fines are unnecessary, it is pleased that the legislation enacted contains provisions for appeal to the courts and other safeguartls." Guidance Furnished on Sponsor Identification Requirements Member radio stations of NAB have received a guide for use in complying with sponsor identification requireinents of the newly-enacted amendments to the Ciommunicaiions .\ct. The four-page siieet mailed by Douglas A. Anello, NAB chief counsel, contains 27 examples which were oullinctl in the (iongrcssional report adopting the legislation. One example points out that no announcement of sponsorship is recjiiired where records are supplied to disc jockeys or stations unless the record distributoi "iuiiiished more copies of a ])articulai lecord than are needed Ic^r broadcast purposes." Another example shows that sponsor identifuation woidd be required if an announcer should receive an automobile for his own use in reiinn for an on-the-air mention of the auto manufacturer's products. Aviation Agency's Views on Radio Towers Opposed by NAB The NAI) is t;iking the position that "the final authority in determining whether construction ol a ladio or tv tower would constitute a hazard to air navigation rests with the Federal Conununications Connnission. This position was taken in comments filed with the FCC in answer to a statement by the Federal Aviation .Agency seeking final approval by the aviation agency before such a tower could be i)uilt. The NAB answer said the intent of Congress to place final jurisdiction in the FCC was "clearly manifested" in the Communications Act of 19.Hf, and has been "sustained in clear and unequivocal terms by the courts." Furthermore, it said, an examination of the Federal Aviation Act setting up the aviation agency discloses "no authority, expressed or implied, to exercise final jurisdiction over broadcast transmission towers is vested in the FAA." • • • Important new development for ALL NETWORK TV USERS • Total U.S. Sample • Multiple Audience characteristics • "Customer Count" * * * For (Jctdils urite or phone yonr nearest Pulse office. LOS ANGELES (\?m Wilsliire ]51vd. Olive 3-7733 CHICAGO Tribune 'J'ower Supoi-ior 7-7140 NEW YORK 730 Fifth Aventie Jndson 6-3316 SAN JUAN, Puerto Rico VX). ]*>ox 3442 Telephone 6 3164 LONDON, England 41-42 Dover Slrc-ot Hyde Park 0-294 home 730 Fifth Ave. New York 19 ULSE, Inc. s^ PULSE ^^1 RINGS .'♦/ DOOR^~ ^ BELLS INTERVIEWS ■£> FAMILIES ' IN THEIR HOMES 14 U. .9. RADIO October 1960