U. S. Radio (Jan-Dec 1961)

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HOW we can offer you PROVEN RESULTS* with these TELE BROADCASTER STATIONS |/n Hartford (CONNECTICUT) U Kansas City \in Los Angeles (SPANISH LANGUAGE MARKET) I'n San Francisco (SAN MATEO) *T0P RATINGS IN AUDIENCE + MORE LISTENERS PER DOLLAR * SPONSOR PREFERENCE AFTER TRYING "BOTH" STATIONS For facts & figures CALL A TELE-BROADCASTER STATION WPOP KUDL KALI KOFY BECAUSE WE PROGRAM TO PLEASE LISTENERS AND TO PROMOTE SALES 3 LOCAL RADIO STATIONS IN 1 That's what you get when you buy time on BIG 5,000 -WATT WFHR WISCONSIN RAPIDS with full time studios in MARSHFIELD AND STEVENS POINT BIG Coverage at Lowest CostPer-Thousand ... 20 Years of Local Radio Service WFHR WISCONSIN RAPIDS, WISC. Phone HA-3-7200 Represented by Devney, Inc. radio East and West Coast Studies Show Changes in Spanish, Negro Audiences Studies oJ two specialized audiences,! the Negro audience in San Francisco and the Spanish audience in New] 'luik, have recently turned up some1' interesting laiis aboul these groups. A significant fact about Spanishspeaking listeners in New York is that they spend nearl) twice as many hours (8.4) per day listening to radio as other listeners (3.5 hours) . This information was revealed by a stud) conducted foi WWRL New York by Audience Analysts, Bala Cynwyd, Pa. "The language hairier eliminates man) forms oi entertainment tor the Spanish-speaking person, and radio is hasic in their lives as both a source ol information and entertainment," commented Selvin Donneson, vice president in charge of sales, WWRL. Spanish-speaking homes have an average of two radio sets per home, and 21 percent have three sets or more, the survey indicates. Ninet) percent of Spanish-speaking homes report one or more persons currently employed, and 12.5 percent have two or more employed. The average family unit consists of 4.8 persons. "This is significant," Mr. Donneson says, "because it explains how Spanish-speaking families can afford to bu) the best products. Admittedly, individual income is lower, but Eamily income is higher." And, he pointed out, "Advertisers get greater efficiency and deeper penetration from their sales messages, which makes the Spanish market a natural lor radio." Music, stories and news make up the program preferences of Spanishspeaking listeners. Sports shows rate high, but rock 'n' roll music rates last, the survey revealed. Negro Study As for the Negro market study in the San Francisco-Oakland metropolitan area, it was revealed that products advertised on radio in the jpast two years have risen in conjsumei preference. Foi example, [Clabbei Girl Baking Powdei has increased 13 percent in consume] use and Blue Seal Bread has increased 33 percent; however, Kilpatrick's bread has (hopped 16.7 percent and has not used radio advertising. Carnation Milk has increased 17 percent, whereas Borden's Milk has dropped 39 percent. Several name beers that joined Negro radio advertising from 1958 to I960 have increased in Negro consumption. Negro population for the San Francisco-Oakland Hay area has inc i eased from 20(),()()() to 3()(),()()0 since 1958, according to the report, which was conducted lor K.SAN San Francisco by Far West Surveys. The survey is the second prepared for KSAN on the Negro market. The fust study was made in 1958. The educational level of the Negro in the San Francisco area rose considerably during the same period. Those completing high school have increased by 20 percent. Those ha\ing attended some college have increased 35.3 percent, according to the study. In the field of occupation, the unskilled labor force has reduced 36.2 percent, while the skilled labor force represented by unions has increased 20.5 percent. Professional occupations increased 136 percent, and government employees rose 49 percent, the study reveals. Morning and evening listening audiences continue to dominate the listening habits of the Negro in the Bay Area, the report indicated. Morning hours from 6 to 9 a.m. represent 43.9 percent of the listening audience. Evening hours from 6 to 9 p.m. registered the second largest audience, with 37.8 percent tuned in during the three hour stretch, it is reported. • • • 54 U. S. RADIO • January 1961