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 #:
000765
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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hometown USA • Commercial Clinic • Station Log • BPA Memo (Local Promotion) • Radio Registers ,^ The Westinghouse Approach To Radio An examination of one group's views on how to fulfill radio's role as a multi-purpose medium NEWS AND PUBLIC affairs is one of WBC's most vigorous programming efforts. Strong source of international news is WBC's own European news bureau. Its chief, Rod MacLeish (r.), supervises staff of 26 newsmen who are located in 18 countries in Europe. Here he discusses plans with staff members Ben Park (i), and Rene Morrett. U. S. RADIO October 1960 One of radio's strongest assets as an advertising medium is the literally countless ways in which it can be used. Almost every advertiser is able to "hand tailor" a radio combination to fit his special marketing requirements. A major contributing factor behind the flexibility of the medium is the wide variety of basic approaches to radio taken by the individuals and groups operating radio stations. The radio operations of the Westinghouse Broadcasting Co., for example, illustrate how one group of independent stations is going about discharging its duties as a medium of advertising, entertainment and service. "All of our thinking and planning," Donald H. McGannon, president of Westinghouse explains, "is influenced and modified by what I describe as radio's face. And this consists of five major points. (1) 45