U. S. Radio (Jan-Dec 1960)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

report from RAB Study Indicates Transistor Radios Used Year-Round Winter is here, and transistor sets — usually considered primarily a warmweather medium — have gone indoors. Up to now, media men, who accept without question the booming popularity of transistor sets in sunmier, have had no evidence of their in-home, cold weather effectiveness. But now, a new study reveals that transistor set listening stays high regardless of the weather. Recently, to coincide with fafl story. Pulse also charted the anioimt of winter listening to transistor sets. The results: • Transistor set owners report listening to their sets an average of one hour and eight minutes during the average winter day. To put this point in perspective: This time alone (which does not, of course, include additional time spent listenina; to other home and auto radio sets) is considerably more than the 40 minutes newspaper readers winter time-selling, a report was is spend reading all of their daily pasued by the Radio Advertising Bu pers, the RAB points out. reau based upon an extensive month Transistor listening, again problong survey made last January by ably because of the mobility of the The Pulse, Inc., in the New York County Metropolitan area, when the average mean temperature was a frigid 34 degrees. The survey documents the impact and importance of transistor sets in winter. The Pulse discovered that: • About half (49.8 percent) of all transistor set owners listen to their sets during an average w inter day. The Pulse survey proved that transistor sets aren't neglected in cold sets, mamtains a high level all through the broadcast day. Accordins; to The Pulse: • 38 percent tuned in between 6 a.m. and noon; 28.7 percent between noon and 6 p.m., and 33.3 percent used their transistors between 6 p.m. and midnight. This ground-breaking study is considered extremely important now — because of the growing popularity of these handy, compact sets. The chart documents the startling increase in weather. On the contrary, when cold sales of Japanese transistors alone weather forces people to stay in since 1957: doors, transistors' easy mobility makes 1957 — 641,000 them ideal room-to-room companions. (Incidentally, The Pulse reported that even in the coldest weather, transistors continued to s;et some out-of-home use.) Of course, the news that people 1958 2,200,000 1959 4,000,000 This study makes it clear that transistors — already a recognized part of the American summer scene -are a functional sales weapon and use transistor sets in cold weather is another big plus for radio 12 months important, but it isn't the complete out of every year. • • • ^^NATIONAL SALES TREND OF THE MONTH A major innovation may be in the works for motion picture advertisers. Major film makers are reportedly watching a new plan, based upon RAB recommendations, which is now being fieldtested by a big film studio, llie plan works like this: A number of stations in key markets across the U. S. were given a specific dollar figure, and asked to return with complete proposals for local radio advertising on an important new motion picture. Station ideas may include promotions, publicity stunts, imusual commercials and schedules — in short, what stations would do if they had a free hand to promote the picture. The best suggestions— in the judgment of RAB and the film maker — will be acted upon with radio buys when the picture is put into general release this month. BACKGROUND Edward R. Murrow presides over a major innovation in news programs. Every Sunday he and crack CBS News correspondents abroad examine the week's most significant news in a 25-minute international "conference call." The objective : to impart fresh insight into the meaning of the news. In all radio, Edward R. Murrow is the kind of company vou keep . . . ONLY ON CBS RADIO U. S. RADIO November 1960 59