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NEGRO
Community Programming
+
61
for buyers and sellers of radio advertising
SPANISH/PUERTO RICAN
Programming
of Whirl-Wind sales action
WWRL
NEW YORK DE 5-1 600
*10:00AM-5:30PM • -5:30PM-1 0:00AM
xRADIO
JANUARY 1961
VOL. 5 NO. 1
N THIS ISSUE
Farm Radio Keeps Pace 17
Third Report on Developments and Trends In Farm Radio, Including List of Advertisers
Cyanamid's Radio Experiment 26
\iiicii(,ii] Cvanamid F.stablishrs 'Nrtwoi k' Buill Around Farm Directors of 40 Radio Stations
Radio and Rice — A Tasty Dish 33
River Brand Rice Mills Explains Reasons Behind 13 Years of Regular Use of Radio
Trends in Radio Programming 36
Second Annual RTES Radio-Only Session Will Feature Panel on Programming Developments
Editorial Index 40
Cross Referenced Index to vs. radio From July 1960 Through December 1960
. . . DEPARTMENTS . . .
Ail waves
3
BPA Memo
46
Commercial Clinic
44
Editoi ial
56
Focus on Radio
38
Hometown U.S.A.
43
Letters to Editor
15
Names and Faces
55
Radio Registers
47
Radio Research
54
Report from Agencies
50
Report from Canada
53
Report on Fm
51
Report from Networks
52
Report from RAB
48
Report from Representatives
49
Silver Mike
13
Soundings
7
Station Log
45
Time Buys
9
Washington
12
Arnold Alpert Jonah Gitlitz Arnold Farber Rollie Devendorf Mary Lou Ponsell William Wendt Shirley Sax
Publisher Editor Managing Editor Art Director Assistant Editor Assistant Editor
Administration-Production
Seymour Weber Office Manager
Jo Ganci Secretary to Publisher
West Coast
Whaley-Simpson Co.
700 Montgomery Building
San Francisco I I , SUt+er 1-4583
% Edith K. Whaley 216 S. Vermont
Los Angeles 4, DUnlcirk 7-6169 & 6160
Member of Business Publications Audit of Circulations Inc.
BPA
U. S. RADIO is published monthly by Arnold Alpert Publications, Inc. Editorial and Business Office 50 West 57th Street, New York 19, N. Y. Circle 5-2170. Chicago, III.— 161 E. Grand Ave. WHitehall 3-3686. Printing Office — 3110 Elm Avenue, Baltimore II, Md. Price 35* a copy; subscription, for U.S.A., $5 a year which includes U.S. FM, monthly publication also published by Arnold Alpert Publications, Inc. U.S. Possessions and Canada $6 a year for both magazines. Please advise if you move and give old and new address. Copyright 1961 by Arnold Alpert Publictions, Inc. Accepted as controlled circulation publication at Baltimore, Maryland.
4
U. S. RADIO • January 1961