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Programming promotion survey by National
Association of Broadcasters
shows emphasis stations are placing on news, editorializing and sports I and proves . . .
The accent is on local service for stations displaying new shield.
It's Local Service That Counts
Very often the sun shines brightest following a storm. The reporting and up-to-theminute information supplied by ra
3 as Hurricane Donna lashed the ^ast Coast last month focused national attention on the kind of job radio performs day in and day out.
But often it takes an event of disaster proportions to recognize something that is taken for granted.
Under the heading, "Radio Proves Its Worth," Jack Gould of the New York Times wrote:
"Radio . . . demonstrated its sustained usefulness during the anxious hours attendant to Hurricane Donna.
"In particular, manv local stations catering to their own immediate areas did a superlative job of keeping listeners informed of the storm's
course and repdrting on conditions in the set-owner's home area; local radio is a national boon in an emergency."
Serving the connnunity's needs is radio's bread and butter in fair or stormy weather.
Questionnaire Survey
Indications of this and other trends in radio programming can be found in replies to a questionnaire siuvey of member stations by the National .Association of Broadcasters.
The survey, conducted by NAB's Public Relations Service, was designed to learn ^vhat specific tvpes of programming stations want promoted in special NAB announcement kits. Replies to the qiiestion
U. S. RADIO
October 1960
naire will be used to guide NAB in its "Build Radio With Radio" campaign, an effort to help member stations promote throtigh on-the-air announcements the many and varied services they offer to the listening audience.
According to NAB, popular choices for subjects for the new spot announcements indicate the community service nature of radio today. Among the main selections were these:
• Broadcast editorials on a wide range of matters of prime importance to local communities.
• Special broadcasts tailored for suburbanites and commvners.
• Daytime variety programs designed specificallv for the hotisewife.
• On-the-spot ne\\'s broadcasts by
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