U. S. Radio (Jan-Dec 1961)

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EDITORIAL PAGE A NEW ROLE FOR U.S. RADIO T^HIS issue marks the last appearance of u.s. radio in its present form. Beginning in January, the copy of u.s. radio which you receive will be designed as a completely new and unique kind of radio service, an even more substantial contribution to radio's vitality. We're certain you're going to like it. And. because you are a reader of u.s. radio, we want you to understand the reason for the change. It comes down to the question of "What's best for radio?'' In all our recent talks with agency men and advertisers we've seen signs of a really alarming apathy about the national radio medium. Spot radio sales have not been anything to cheer about, nor has the attitude of media buyers, account executives, or plans board members. What has caused this lack of radio enthusiasm? We believe that one of the chief reasons is the almost total lack of really in-depth information about radio which is available to advertisers and agencies today. Note that word "in-depth." Dozens of small, relatively important news items about radio are reported every day, week and month in the industry trade papers. But practically nowhere (and sponsor should know) is it possible to get the kind of comprehensive treatment of vital radio subjects that makes top men at agencies and advertising companies sit up and take notice. It is to this task that the new u.s. radio will dedicate itself. Beginning in January, u.s. radio w ill appear bi-monthly, and each issue will contain two, and only two, major stories. There will be stories about radio of a type and depth which has not been attempted in the industry — carefully researched 10 to 15-page treatments of significant radio subjects with a wealth of factual detail and sources. One story per issue will deal with how a major industry uses radio as a sales tool — in January, for example, we will have a complete report on gas and oil; in March, brewers; in May, drugs and cosmetics. The other story will deal with a major "radio operations subject": radio image in January, automation in March, radio station program services in May. These king-size stories will be edited by a veteran sponsor editor, fane Pinkerton, who will devote full time to the project, and who will have impressive research assistance to draw on. We are sure that when you see the first issue of this new, in-depth U.S. radio, you will agree that it is the most constructive, informative service which has ever been devised for the radio industry. Keep your eyes out for it. We'll see you again in January! ■ 62 U. S. RADIO/October-November 1961