U. S. Radio (Jan-Dec 1960)

WVET Radio ANCHORAGE ROCHESTER HAVANA LONDON V I \ MOSCOW PARIS p TOKYO ROME BUENOS AIRES ROCHESTER, N.Y. ONLY SECONDS AWAY FROM ANY NEWS CENTER ON FACE OF THE GLOBE WITH COMPLETE NBC NEWS WVET-RADIOROCHESTER 4, N. Y. National Representative Robert E. Eastman & Co., Inc. KFAL RADIO FULTON, MISSOURI Prime radio service to four principal cities of Central Missouri. • COLUMBIA • JEFFERSON CITY • MEXICO • FULTON Today's News Right Now! . . . Direct line to Washington, New York, and Foreign Capitals six times daily. Rapid Reporting of Missouri and Regional News thru KFAL News Bureau, roving reporters 8i stringers, backlogged by reliable United Press International. Mid-Missouri depends on KFAL RADIO NEWS. Your finest choice for Sponsorship and limited adjacencies. Represented by John E. Pearson Co. KFAL RADIO MIDWAY 2-3342 Fulton, Missouri 900 Kilocycles 1000 Watts report on Agency Timebuyer Reviews Fm Advantages for National Campaigns "Fill is not the easiest concept in the world to sell to a client Ijecause its resurgence is still relatively new," rejjorts Mais^ot Teleki, tiniebuvcr at Reach Mcdlinton )i: C^o.. New \'ork.. This statement, typical ol those heard from other buyers, opcni the way for further comment (for jiill details, see v. s. fm) : "Rut, the mere fact ihai im is as yet unexploited is an important |K)int in selling it to a national advertiser. Fm can be sold either as an excellent supplementary buy or even as a prime buy," she points out. "First of all, one must define the term fm lor advertisers. Usually, one associates Im with strictly 'good' or "long hair' music. This is not true. There are simulcasts, too, in which the same programming is broadcast on am and fm. There are also many stations that simulcast during the daytime and break into separate fm programming at night, considered to be prime hours for fm. "There are also fm stations — both those separately programmed and those that are simulcast — that play a broad range of popular music and jazz. "The jjrime argument for buying fm is reaching a different segment of the audience that could not be reac lied through any other broadcast medium at a comparable low cost. "As yet, since it is hard for an fm station to sell anything but concept — and fm really must be sold by concept since the numbers are not yet a factor to justify the buy — the cost remains low. "Another argument for commercial fm is the cjuality of presentation in addition to the purer sound and superior reception. Although fm is fast becoming more commercial because of greater acceptance by adver tisers, there is appreciable separation on fin stations between commercials, and, especially, between competitive jjioducts. "An acbeitiser can t.tkc acUaniage of the hut that only a handful of national advertisers are using fm. He can establish an exclusive franchise in the time periods and programming desired. "Most agencies like to believe that fm is aiming its programming at the adult audience. In fact, both audience research and research on the purchase of fm sets or fm home ecjuipment indicate that the fm radio enthusiast is a consumer of above-average purchasing potential. It is this argument that has stirred the interest ol national agencies and advertisers. "Most Im stations will not accept anything but live commercial copy or more conservative transcriptions. For the kind of audience fm reaches, this seems to be more of an asset than a liability. Live messages delivered in a dignified manner can have enormous impact, especially if they are given adecjuate surrcjunding protection. "In the immediate future, those advertisers best suited to derive the most benefit from fm advertising are fm set and ecjuipment manufacturers and distributors, automobiles, airlines, luxury type focxls, better beverages, records and books. "A long-range prospect list for fm would be much more extensive. "There is every reason to believe that within the next few years fm will reach new heights. On its own, fm will become increasingly important because of its intrinsic values. Important national advertising campaigns on fm are just beginning to happen. More will follow," predicts Miss 1 eleki. • • • 62 U. S. RADIO November 1960