U. S. Radio (Jan-Dec 1961)

WJDX report from RAB i in FARM PROGRAMS in MISSISSIPPI. . . WJDX h the only full-time radio farm department in Mississip pi" Howard Langfitt and Forrest Cox, NATRFD accredited members, broadcast 6 hours, 35 minutes weekly. WJ) First in Nielsen, Pulse Area Surveys SkwDay, 1kw Night radio 620 JACKSON, MISSISSIPPI See Hollingbery Quiz on Some Important Facts About Radio In the business of buying or selling radio time, it's important to know all you can about your product. As an informal barometer of your own knowledge, lake a minute out for ibis brief qui/, on some pertinent facts about radio. Some of the questions are based upon information contained in "Radio Facts Pockelpiece," a guide to ihc latest in radio's dimension, prepared by the Radio Advertising Bureau. You can request a copy of this booklet by writing to Radio Advertising Bureau, 460 Park Ave., New York 17, N. Y. Radio Questions (1) Radio is the advertising medium which most closely approaches complete saturation of the nation's homes. According to RAB's 1960 estimate, how many million working order radio sets arc there in the U. S.? 100 □ 146.2 □ 156.4 □ 181 □ (2) Recently, RAB estimated that 1960 would be the biggest year ever of radio set sales. The Bureau estimated radio set sales at better than 20 million, toppling a record set some years ago. The old record was made in: 1935 □ 1946 □ 1958 □ 1952 □ (3) Radio constantly rates as the number one "necessary accessory" for automobiles. According to the latest RAB estimate, how many millions of cars are radio equipped? 36.2 □ 38 □ 40.0 □ 41.6 Q (4) People rely upon radios in bedrooms to wake them in the morning, with music, news, time checks, weather reports. How many families have at least one radio in their bedrooms? 50% □ 66% □ 75% □ 90% □ (5) Housewives are a force in most product purchases, and radio commands a large, faithful female audience. Housewives, for example, listen to radio every week a total of 10 hours, 20 minutes Q 12 hours, 9 minutes □ 16 hours, 46 minutes Q (6) Japanese transistor sets are becoming more popular all the time. In 1959, how many of these compact radios were sold in the U. S.? 3 million Q 4 million □ 5 million fj (7) Many of the nation's leading advertisers invest heavily in spot radio sponsorship. In 1959, which of the following advertisers was not a heavy spot advertiser? lord □ R. J. Reynolds Q Chrysler □ Hersbey Choc. □ (8) Which medium attracts more adults — the people with the buying power — during the daytime? Radio □ Tv □ Skywriting □ (9) "The radio says its going to rain," is a phrase commonly echoed by disappointed picnickers. But actually how many people do turn to their radio sets to learn what the day's weather will be? 40% □ 50.5% □ 55.5% □ 65.5% □ (10) One of the world's largest ad agencies did a study of media costs. Radio was by far the most economical medium. The agency discovered that with radio it cost $1.09 to reach 1,000 adults. What does it cost to reach the same 1,000 adults with newspapers? 34 □ $6 □ SB G S10 □ '01S (01) -%S'SS (6) -ojpvn (8) '<G*/r X3H ( O -uotjjjiu t> (9) iS9jnuiiu esmoi{ 91 (g) .'^99 (p) '.uot\\iui yok (() '-9t6I (Z) -uojuiui f9£i (j) :zinb stqy^ oj sjimsuv dt(£ 48 U. S. RADIO • January 1961