U. S. Radio (Jan-Dec 1960)

report from Station Questionaire Gets Results in Gathering Data With every medium exei tinj^ a maximum effort to get its maximum share of the advertising dolhir, the need tor greater and more detailed data about media has increased. This is certainly true of radio stations. In order to fulfill this need, many representative organizations have been acting as central clearing houses for information about the stations they represent. An example of this activity is the detailed questionnaire which Radio TV Representatives, Inc., New York, has requested its stations to fill out. "The questions we included were those that are most frequently asked of our salesmen by time buyers and other agency people," explains Peggy Stone, president of the firm. "We have foimd that in addition to market research and surveys, time buyers are also looking for such basic information as the exact signon and sign-off times of various stations. "The information gathered from the questionnaire serves a dual purpose," she explains. "In addition to making readily available to agencies the information they need for scheduling campaigns, we are also able to inform the stations of new ideas used by broadcasters in other markets." Questionnaires are sent to the stations at frequent intervals to keep the data as fresh and up-to-date as possible. Questions cover programming, station operation and market istatistics. 'Shift Time' Radio With station schedules already loaded down with sponsors during "driving" times, and more advertisers clamoring for annoimcements in the same periods, Edward C. Petry & Co. has come up with a presentation that asks— and answers— "What about the other 18 hours of the day?" While not disclaiming the importance of "drive" time higher sets in use, Petry's "Shift Time Radio" study points out that millions of Americans, notably blue-collar men, are going to and from work during all hours of the day. The company made a study of the working shifts in 24 cities. The presentation cites Nielsen figures that show automobile listening represents a higher share of the total audience at night and in some midday periods than during the so-called "drive" times. The company made a study of the various work-day shifts in 24 cities. Following are some results of the research. "Detroit— World leader in the manufacture of automobiles and parts, Detroit also holds leadership in the making of scores of other products. Well over one million persons are engaged in non-agriculture employment. "Actually, less than two-thirds of the industrial workers travel to or from work during the traditional 'drive' hours. Some 27.7 percent begin work from 3-3:30 p.m., another 10.8 percent start from 11 p.m. to midnight. At the same time, the 27.7 percent are coming off the job. "Houston— The biggest 'shift' of the day among industrial workers occurs between the single hour from 2:30 to 3:30 p.m. At this time, 30 peicent are coming on the job, 60 percent are going off. Another big 'shift' takes place from 10:30 p.m. to 11:30 p.m., when 10 percent start work and 30 percent end. "Little Rock— Some 25 percent of all industrial workers are 'shifting' at midnight, 15 percent coming off the job, while 70 percent are going on. The remaining 75 percent of workers on the daytime 'shift' start leaving for home at 3:30 p.m." Figures were compiled by Petry's marketing department from information supplied by radio stations. In most cases, the local chamber of connnerce is original source. • • • Garry Moore Moore fun. That's just what happens every Monday-through-Friday when Garry and Durward Kirby blend their special brand of informality and wit. Millions of listeners find Garry Moore immediately and immensely likable. No wonder sponsors find any friend of Garry's is a friend of theirs! In oil radio Garry Moore is the kind of company you keep Only on CBS Radio U. S. RADIO October 1960 55