U. S. Radio (Jan-Dec 1960)

report from Canada w COMBUSTIBLES ILLUMINANTS Advertisers who want to kindle interest among Metropolitan New York's millions and ignite sales in America's largest market know that all roads lead to WPAT. Serving listeners throughout 31 counties in New York, New Jersey, Pennsylvania and Connecticut is the business of our station and the men who make and market America's leading gasolines and oil products know this kind of service means sales. That's why there's been a cracking 477% increase in this category alone in only three short years on WPAT. Motor oil, fuel oil, gasoline, by-product or any product, WPAT gets results. Drive the direct route to America's most densely populated market. Follow the signs. Follow the lead of advertisers like these: American Oil, Atlantic Refining, Cities Service, Crown Petroleum, Esse Standard Oil, Gidf Oil, National Carbon, Oil Heat Council of New Jersey, Shell Oil, Sinclair Refining, The Texas Company and Tidewater Oil. They're only a few of the many leading makers who, in the last three years, have advertised on WPAT ... the station with the spark of success. ^WPAT WPAT-FM Sociologist Finds Radio's Impact Highly Impressive .\fter a year's research into radio's impact, a Canadian sociologist has found that he "had grossly underestimated the tastes of the listening audience. "I've found radio's impact very impressive," Professcjr Ian Campbell, Mount Alliance University, Sackville, N. B., told broadcasters at a recent meeting of the .Atlantic Association of Hroadcasters. His findings come ironi a study now lieing made for CKCW Moncton, which appointed him last year to make a survey of its audience and report on radio's impact. "I've spent an average ol an hour and 15 minutes interviewing listeners Irom a random population sample in .Nfoncton, ' he repotted, "and expect to spend another year to complete the research." Concentrate on Housewives He has concentrated much ol his investigation on the listening hal)its of the housewife and others in an attempt to learn how, when and how much people listen to the radio. "I am convinced that during certain time segments we can learn to predict the types of listeners and what they are doing. For instance, housewives may have their sets tuned in at 9:. SO a.m., but many of them are involved with housekeejjing activities that prevent them giving their fidl attention to what they hear The radio may be in the kite hen and the housewife in the living room running the vacuum cleaner. "My interviews have revealed that l)etween 10:00 and 10:20 a.m., most housewives are sitting down drinking coffee. With the radio turned on, this time they are really listening," he concludes. Citing an example of how the interviews have reflected on program ming, Mr. Campbell iinns to daylime drama. "I was ama/ed to discover how many listeners wanted to hear daytime drama. CKCW had di()j)j)ecl its soap operas five or six years ago. Now the station has reinstated a program from 10 to 10:15 a.m. Another program goes on now at 11:.S0 a.m. It was loinul that long features were wasted at times when housewives were 'tuiucl-in' rather than listening," he points out. Mr. Campbell's research also explores listening tastes in relation to economic strata, he explained, giving what he calls an "impressionistic" view ol the audience. "It was surprising to find that a large number of people in a low-income category were anxious for more news and commentary," he reveals. ".\lthoiigh these people do not represent the majority of this group, they constitute a large part." Stations in the Atlantic area cannot afford to be as highly specialized as those in larger Canadian markets, he remarks. "Howe\er, the more knowledge a station has of its audience, the more effective its programnn'ng." BBC Asks Stations' Opinions Canadian broadcasters were urged recently to send their suggestions and recommendations for changes in the radio regulations to the Board of P>roadcast Ciovernors. Dr. .Andrew Stewart, chairman of the HBG, asked for opinions on three phases of broadcasting: The desire for more satisfactory programming, including station promotion; more diversification in programming, and a better dispersal of advertising messages during the broadcasting period. • • • 66 U. S. RADIO • November 1960