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U.S. RADIO • \()l EMBER
n)60
INCREASING EMPHASIS on public service programming by Negro stations is seen in the decision by KSAN San Francisco to cover "live" both political conventions. At the Republican session, KSAN's Marty Dinkins interviews Jule Stratford Rogers, Chicago attorney, who delivered one ot the nominating speeches for Vice President Nixon. She also served as advisor in campaign.
Negro Radio Embarks On New Cliallenge
Third annual survey by U.S. RADIO reveals progress in programming, community service and sales outlook as medium guns for greater national use.
Negro radio has chartered a bold new course for itself. On a major scale, this specialized advertising medium is seeking out the advertiser in an effort to widen his use of Negro radio by making it an integral part of marketing strategy — not as something that should be designated for occasional use.
\Vith about 19 million Negroes in the United States having a gross spendable income of about S19 billion, Negro radio is of the mind that
advertisers should be devoting an increasing share of their efforts to this specialized audience in a specialized way on a regular basis.
And the evidence is there that advertisers are becoming more conscious of the inherent opportunities in such a plan. Among the companies and products that devote special attention to this area are: ^Vrigley's, Pet Milk, Tarevton cigarettes, Bristol-Myers' Mum, Fotir-W'ay Cold Tablets, Arrid, Vaseline, Ward Bakino;, Esso Flit, Pharmaco, Quaker
Oats, Reynolds Tobacco, Colgate Dental Cream, Pal) and many others.
Returns from questionnaires to r. s. R.AOio's third annual survey of Negro radio indicate that the rate ()[ national expenditure in this specialized medium is growing.
The average station that programs 50 percent or more of Negro programming reports that it had 34 percent national business this year compared with 30 percent a year ago.
The average station that programs between 25 percent and 49 percent
U. S. R.4DIO
November 1960
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