U. S. Radio (Jan-Dec 1960)

• Negro Radio ot Negro tare reports that ii hail li.1 percent national l)iisincss this year (onipared with 18 percent a year ago. And the average station that programs lip to 25 percent of the time to the Negro audience reports it had nine percent national business this year compared with six percent a year ago. "Basically, there arc two reasons for the change in marketing attitude over the years," says Don Connell. vice presideiu. Market Researdi C^orporation ol America, whose firm has been conducting Negro market research for many ol the leading national advertisers. "The first reason is ihc pressure il'S'^^ ^■ I ^•-•^ SPECIAL MERCHANDISING display of WHAT Philadelphia features this In-store section devoted to station advertisers. A special highlight is the WHAT microphone calling attention to the products sold In the store. ol increased (ompetilioii loi liie (onsiuner dollai. We have begun to realize that success in marketing is nuuh more difiicidt to come by and when achieved is at best a temporary advantage that must be maintained. "The other reason for the change in marketing attitude is the growing undersianding on oiu part of the soci()l()gi( al, psychological and economic factors thai inlluence l)u\ing deiisions. One result of this increased knowledge is the realization that there is no sue h thing as a single mass market. There are manv markets inade u|) ol inclivicIiiaK with sJMu'lai bluing j)alteins." The de\el<)pmenis ol the past yeai have lociised a penetrating light on how things will lake shape in the months aliead. Here are some ol the ke\ developmeiHs: • Kormalion ol the Negio R.ulio Association as an acli\e. \ital sales promotion arm of the medium. One ol its primary objectives is to make full-scale presentations on Negro radio at the aihc'i tisei le\el. • Reseaich — lm|)oilani steps ha\e • ilieacU been taken to su])|j|y advertisers and agencies with the kind ol audience and brand research that they reciuire to jusiil\ additional Negro radio e\j)enilituies. • Programming — .Sharp upgrading in the c|ualily ol Negro laclio. .Strong cominimit\ sc'i\i( e, ne\\>. belter music . The lonuaiionol the Negro Radio .\ssoc iation is looked upon as one of the most significant developments in the history of this specialized inedium which traces its begiiuiings to ai)oui 12 years ago. I he NRA cuiienllv has '^7 active charier members with several applications pending. \i its board of directors meeting last moiuh in (Chicago, the follcjwing plan ol action, reported to r.s. radio, ^\•as set lortli: 1. "(lollection and correlation ol known research data on in come, education and consumption of merchandise. 2. ".All research material, both new and existing, will be certified by a research organization chosen and used in preparation lor a selling presentation in order ihat Negro-appeal radio can be told and sold to the decision-makers of national agencies and clients responsible lot the budgeting and sjjending ol an imjjortant share of the total advertising dollar. These presentations will also l)e separately available to member stations and associate members ol the NR.\. .S. "I'ltimate commercial purpose — The selection ol a man ol national reputation ;incl staliire in the bioadcasl and advertising incliisiry who will make piesentalions to highle\el c lieiusand agenc y people." .\ special meml)eisliip drive is underway. Monthly clues siait (ainiaiy '• (Cont'd on p. 24) MAN-ON-THE-STREET interview has been used both as a programming and merchandising technique by WLIB New York. The station's Jack Walker Interviews a shopper in the Jagerman supermarket in uptown New York. The in-store interview has proved popular with supermarkets and advertisers and the WLIB audience. AT THE CLOSE of each school year, WENN Birmingham presents Its annual Scholastic Awards of a plaque and watch to both the winning boy and girl. Erskine Faush, station religious director, makes the presentation to the winners, who are selected after a competitive examination from among boy-and-girl representatives from 10 major Negro high schools In the Birmingham area. 99 (Sliplilriiieiil I), (j) u. s. li.inio X(n ember I960