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Negro Radio
THE ANNUAL GET-TOGETHER of the WRAP Norfolk Homerr.alcers Council. The women are members of the council's board of directors. Mrs. Leola Dyson (I) is women's director of WRAP.
MARQUEE AND FRONT of WYLD New Orleans are often used for program promotion and merchandising aids for advertisers.
(Cont'd from p. 22)
The prime motive lor laiiiuiiing \R.\ is to increase national use ol Negro radio. The association expresses the feeling that, with many present \R.\ members receiving as niiuh as HO jiercent national business, "stations which get comjiaratively small national advertising allocations have much more to gain immediately."
\\ hat can lie done to increase advertiser use of Negro radio?
.Staticm management points to the need lor research and education and, j)crhaps most ol all, the need to con\ ince the advertiser that Negro radio shoidd be included in the total marketing approach.
'We fnid more and more national advertisers who are interested in using Negro radio," savs Edwin
Kstes, president. W MO/ Moljilc. .Ma. "They nuist be educated to the many acbantages it oilers in creating additional consumer demand for their products. They nuist also be educated to the fact that in most major markets, the Negro has an average income which is comparable in most cases lo the average white lamily income. With the Negio being elevated because ol educational advantages and with more demand being given to ecpial job opportiniity, a desire has been created for the average Negro kimilv to buv and live on a par with the average while lamiiv. It is a real opportimity loi man\ national advertisers to find this new and ready-built market for iheir products."
The use of the "separate" budget
is termed a lallacy.
"The Negro is part of the whole comminiity and when a budget is set up to reach a given market, part of this budget shoidd go to Negro radio — not a 'separate' budget," slates Stan Raymond, president, WAOK Atlanta. "This has been the greatest lallacy of c lienis and agencies in setting up a 'special' budget to reach the Negro. This should be a part of the whole budget. The Negro is interested in buying products that aie advertised on other medi.i as well; but hearing a personal message liom the client on liis radio station is not only an in\ilalion to this |)r()dlut, but a welcomed sales mess;ige. Ic) increase national Ijusiness, I believe an intelligeni sales jjresentalion to clients interested in increasing
ANNUAL CHRISTMAS boxes of food are presented by WMOZ Mobile, Ala. Last year, staff announcers delivered boxes to about 150 families, one of station's public services.
SCHOOL CHILDREN on a field trip to the studios of WBOK New Orleans are interviewed on the air and are permitted to see what goes on behind the "milte." WBOK's "Okey Dokey" presides at this session.
24 {Supplement p. 8)
U. S. RADIO
November 1960