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hardest working sales clerk
1. Alive 24 hours a day with imaginative programming
2. Persuasive talent provides an effective showcase for your selling message
3. Integrity and be! ievabil ity — Toledo looks to WSPD for responsible community leadership
4. Audience domination around the clock -shown by both Pulse and Hooper
5. A rich market -more than 2 billion dollars effective buying income — with Ohio's highest per capita income
5 good reasons to put this potent combination of circulation and persuasion to work selling for you. Your Katz man will provide the complete WSPD Profile.
WSPD-Radio
f NBC -TOLEDO a STORER station
National Sales Offices:
625 Madison Ave., N.Y. 22 230 N. Michigan Ave., Chicago 1
WS 6
for buyers and sellers of radio advertising
"RADIO,
FEBRUARY 1961 VOL. 5 NO. 21
... IN THIS ISSUE . . . Radio ... In The Public Interest U. S. Radio Survey 20| Editorializing Radio News
Networks Role in Public Interest Community Service Atlantic Refining Covers News
Question and Answer
BBDO Media Man Examines Ways To Keep Up on Programming Changes
. . . DEPARTMENTS . .
24 28 35 36 44 46
Airwaves
3
Report from Canada
61
BI'A Memo
54
Report on Fm
59
Commercial Clinic
52
Report from Networks
60
Editorial
64
Report from RAB
56
Focus on Radio
48
Hometown U.S.A.
51
Report from Representatives
59
Letters to Editor
19
Silver Mike
16
Names and Faces
63
Soundings
7
Radio Registers
55
Station Log
53
Radio Research
62
Time Buys
9
Report from Agencies
58
Washington
14
Arnold Alpert Jonah Gitlitz Arnold Farber Rollie Devendorf Mary Lou Ponsell William Wendt Shirley Sax
Publisher Editor Managing Editor Art Director
Senior Editor Assistant Editor
Administration-Production
Seymour Weber Office Manager
Jo Ganci Secretary to Publisher
West Coast
Whaley-Simpson Co.
700 Montgomery Building
San Francisco II, SUtter 1-4583
% Edith K. Whaley 216 S. Vermont
Los Angeles 4, DUnltirk 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.
U. S. RADIO • February 1961