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sales is all that is needed. Tdie story speaks lor itself."
Development ant! iini)i()\ cnient ol Negro air salesmen are cited as ways o£ increasing national business.
"There is no question that the agency and advertiser are more interested in Negro radio," declares John Dyer, general manager, WGES Chicago. "This situation can be improved upon by promotion of Negro radio by station personnel, by frequent personal calls on both agencies and advertisers. It is our opinion that the best approach to cultivation of the Negro market is by the development of good Negro air salesmen. Continuity of Negro personnel is most important. Frequent changes make for confusicjn. It takes a lot of time and expense to develop a Negro personality, to have him accepted as a radio friend in the Negro community and as an air salesman by agency and achertiser. Finally, the Negro Radio Association may prove to be a big step forward."
Copy and media should be linked to motivations, suggests a radio executive.
"The Negro market is a specialized market," says Ed Prendergast, vice president, WBOK New Orleans, "and the agency-advertiser must acquaint himself with the Negro — his wants, needs and environment. Also, the Negro must be approached with specific copy and media keyed to his specific motivation pattern."
Research
Most Negro radio operators readiIv admit that one of their medium's
WINNER OF THE second annual WSRC Durham, N.C., "Trade Week" scholarship is Carolyn Plummer, who accepts $250 award -from Jim Hayes, station manager. She plans to attend A&T College. Station has Scholarship Fund which makes additional awards each year.
great needs is research — local audience characteristics and listening habits as well as such things as brand preference studies.
Many stations rejiort in their cpieslionnaires that they are looking to the new Negro Radio Association as one solution to their research needs.
"A. well-organized, concerted effort must be put iorth by some group, armed with statistics, facts and figures to sufficiently impress the 'big spenders,' " states John McLendon, president of the Ebony Group. "There is a dire shortage of statistics
pertaining to the Negro population in most areas. The qualitative a]jproach must be emphasized. The new Negro Radio Association should fill this void."
Many stations have made important strides in filling the research gap.
The widely-puljlicized molivalional studies conducted by Dr. Henry Bullock of Texas Southern University and contributed to Ijy the OK Group of Negro stations is recognized as a major breakthrougli. Among the major conclusions of the
over 1.000.000 Negroes
hear these golden horn personalities . . .
because
in
South Carolina
only the Speidel
Stations specialize in a\^ specialized market!
WOIC: (A) Rev. Bowman, (B) Charles Derrick, (Ci "Duke of Wax"
WPAL: (D) Rev. Lampkin, (E) Flo Myers, (Fl Bob Nichols
WYNN: (G) Rev. 0. E. Jackson, (Hi "Jim Dandy", III "Johnny Raven"
Representatives -Natl. Bob Dors, Southeast Dora-Claytcn /^GOLDEN HORN STATIONS
/^SPEIDEL
'v^^ BROADCASTING CORPORATION
IVMH IViJJI kVi'JMM
5000 W 1470 KC COLUMBIA, S. C.
lOOO W 730 KC CHARLESTON, S. C.
250 W 540 KC FLORENCE, S. C.
U. S. RADIO
November 1960
(Supplement p. 9) 25