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U. S. RADIO ' OCTOBER 1960
Radio Measures Up
A three-part story detailing moves afoot
to increase measurably radio's national volume
FAST START
From a radio point of rieiv. the start of the new advertising season is off to a fast start. The adjacent lead story explains some of the important things that are happening as radio appears to be gearing for one of the most forceful selling years in recent memory.
Coincident with the start of the new advertising year is the fact that u. s. RADIO begins its fourth year of publishing with this issue.
Looking back for a moment, it is easy to observe the growth of the radio industry during these few years.
The number of stations on the air has grown from 3.113 am and 532 fm recorded in the October 1957 issue of u. s. radio to 3,502 am and 752 fm stations currently operating.
Radio's great out-of-home story uas just getting started that year. Sales of portable sets in 1957 came to 3,846,000 compared with the most recent sales figures for 1959 of 7,687,000.
Total radio set sales in 1957 came to 14,777,000 compared ivith 18,167.000 in 1959.
Those who have been following the developments in radio know that the real growth years are ahead. U. S. radio is proud to be a part of this story.
One of the most aggressive selling seasons in the history of radio is in the making.
Nationally and locally, concerted efforts are being made to enlarge the national sales horizon of radio.
Leading the way are new research studies confirming the efficiency of radio buying. In addition, representatives are mging stations to get behind the bandwagon and push if they want to see a measurable increase in national volume.
As for research. Radio Advertising Biueau has published a new study that confirms radio's adult dominance dining the daytime hoins.
William C. Dekker, vice president, media director, McCann-Erickson Inc., New York, says of the RAB study: "The comparison of radio's adult audience reach diuing davtime in 196U versus 1958 contained in this 27-market RAB study documents once again the gro^vth of daytime radio during the past two vears."
In another research study, Peters, Griflin, \Voodward Inc. and A. C. Nielsen ha\e teamed up to show the reach and efficiency of spot radio. There's a special spotlight cast on the power of weekend radio.
In addition, many representatives are pressing their stations to cooperate locallv in creating a national demand for radio use. An example of ^vhat can be done is explained by Morris S. Kellner, vice presidentradio. The Katz Agency Inc., in a point-bv-point analvsis of how stations can "cultivate" the local broker or distributor to increase the use of radio nationallv.
U. S. RADIO
October 1960