U. S. Radio (Jan-Dec 1960)

Sell 7 Rich Negro Markets Thru ROUNSAVILLE RADIO! The 1.433,000 Negroes in six metropolitan areas covered by Rounsaville Radio earn a spendable income of 824 million dollars annually. They spend 80*^ ^ of their gigantic income for consumer goods — quality, name brand products! And Rounsaville Radio is the only medium that reaches and sells this vast consumer group! Rounsaville Radio is patterned to Negro tastes, programs 100' , to Negroes with Negro talent. All six Rounsa\ille Stations are rated Number-One by both Pulse and Hooper! Get the facts! Call Rounsaville Radio in Atlanta, John E. Pearson or Dora-Clayton in the Southeast today! Personal Letter Negroes listen, believe — and most important — respond to Rounsaville Radio. We feature Negro disc jockeys and personalities, schedule programs the Negro likes and listens to. No matter what your budget ... no matter how many media you use ... a proper part of your advertising dollar MUST go to Rounsaville Radio or you completely miss the Negro consumer in these six important markets! Try Rounsaville Radio — you'll see! We are one of the oldest and the largesf broadcasters in our chosen field. RoBtRT W. Rounsaville Owner-President FIRST U. S. NEGRO-PROGRAMMED CHAIN FIRST IN RATING IN SIX BIG MARKETS WCIN 1,000 Watts (5,000 Watts soon) — Cincinnati's Only all NegroProgrammed Station! WLOU 5,000 Watts — Louisville's only all Negro-Programmed Station! WMBM 5,000 Watts — MiamiMiami Beach's only full time NegroProgrammed Station! WVOL 5,000 Watts— Nashville's only all Negro-Programmed Station! WYLD 1,000 Watts — New Orleans' only full time Negro-Programmed Station! WIMP 5,000 Watts — TampaSt. Petersburg's only all NegroProgrammed Station! Coming soon — Dallas — Ft. Worth! BUY ONE OR ALL— DISCOUNTS WITH TWO OR !VIORE! ROUNSAVILLE RADIO STATIONS Peachtree ot Mathieson, Atlanta 5, Georgia Robert W. Rounsaville ♦_ O wner-President John E. Pearson Co. NatU Rep. FltWlFl Harold F. Walker y.P. & Nat' I Sales Mgr. Dora-Clayton Southeastern Rep. # Negro Radio study are lliat ihc Nt-^io has intense loyalty to brands and thai he is a buyer ol (jualily products. Far West .Surveys just released ihe residts ol its second study ol the Negro market lor K.S.W San Francisco. In the first studv conducted in 1958, Far West inter\ icwecl ,"581 Nes>ro consumers (MO women and 111 men). The second project was conchu ted last May at the annual K.S.W Food, Home and Living Show. The information is l)ased on 501 laiulom interviews (102 female and 102 male) . The study examines radio listening habits, socio-economic status and brand prelerences. The study shows dial morning listening is still dominant, with l.S.<) perceiH listening dui ing llic hours ol 6 to *) a.m. l'.\cning listening ((i to 9 p.m.) ranks second, with .H7.8 percent listening during those hours. .Afternoon tune-in is iliird, with 17.1 percent listening iieiwccn ilie houis ol 1 2 lo (") p.m. An imjjoil.uu Ic.iiuie ol ih',' KS.AN-Far West sur\ev (ompaus ihe brand |)ielc'remc's ol ihe 19(10 siiidv with those ol ilic l!)5H pioject. These jjrelereiices are also related to the use of KSAN. Advertisers are listed as either consistent sialiou iiscis or saturation KS.W (licius. From 1958 to I'.KiO, (;ial)i)er (.ill baking jjowdei, a consislenl advertiser, increased its use among Negro consumers iniei\ iewcd by \?> percent. Blue Seal i)icad, a saturation client, increased its Negro customers by 'i.S jjercent lor the two years, according to the survey. In education, the percentage of those who have completed college has risen from 3.4 percent in 1958 to •1.6 perceni in HKiO, a gain of .S5..S percent. Ihose in professional occupations have jum])ed Irom 2.7 percent to 6.4 percent, a l.'5() percent increase. Several special brand preference studies that have placed controls on sales to test radio results ha\e been conducted for \VIJI.\ Memphis by the Mid-South Surveying Service. One on licpiid detergents held last May proved the power of Negro radio. A brand preceded .\Ir. C^lean into 26 {Sitpplement p. 10) U. S. RADIO .Vox ember I960