Broadcasting Telecasting (Jul-Sep 1955)

six months of this year is up 12% over same period last year; the first seven months are 25% over. Best months in 1955 September and October, on basis of advance orders for spot radio. "If this continues, our office should result in an overall 15% increase for the year." Among the big factors: the "prepared" food lines (salad dressings, meats, etc.). A big advertiser: Phenix Foods Co. (Div. of Kraft Foods Co.). Forjoe & Co. Inc. (source: Tom Cinquina, manager) — Specializes in independent stations, reports approximate 23% increase in spot radio business first six months of 1955 over same period last year, with "increased interest in spot and independents." Automotive is very active, as it usually is about this time of year (Chrysler, Pontiac, Cadillac), and there seem to be more regional food accounts. Free & Peters Inc. (source: John A. Cory, manager) — "It looks better to us than it has for two years. We are very optimistic. The outlook for spot radio in the midwest is very good." Cites "increased activity generally" in recent months. Gill-Perna Inc. (source: Walter Beadell, midwest manager) — "Chicago business is 'way up," with activity pretty general among various product accounts. Reports a "lot of automotive business but not much volume." Arthur H. Hagg & Assoc. Inc. (source: Arthur Hagg, manager) — Reports spot radio ahead of last year. Optimistic for fall. Headiey-Reed Co. (source: John H. Wrath, executive vice president) — Spot radio business has been "good so far this year, BY JUPITER When Jupiter controlled the skies He strummed a harp of mammoth size. One mighty, shivering, quivering chord And lightning flashed — thunder roared ! Today, on Florida's busy West Coast There's one — -more powerful — of whom we boast. King of the airways from sun-up to down, WPIN wears the crown! WPIN's clear channel signal covers the eleven county area of the West Coast of Florida completely, giving advertisers a market of 790,300 people every day with a buying income of $989,640,000.00. This dominant Independent music and news station is the West Coast of Florida's best daytime radio buy. . . . that's why more local advertisers prefer WPIN. WPIN 680 Clear Channel Offices and studios in the Royal Palm Hotel St. Petersburg, Florida Arthur Mundorff, Owner-Manager Represented Nationally by Walker Co., Inc. better than we expected." Claims independent station business is "booming" and that there has been a "trend toward independent stations." Cites increased orders by farm advertisers; automotive is "good" but will be "heavier this fall." Notes some advertiseers who tried tv and have gone into radio. Discerns an increase in "short heavy accounts"— saturation campaigns. George P. Hollingbery Co. (source: Frank McCarthy, manager) — "Our business is good." There has been an increase in spot radio over last year and the fall prospects "look good." A lot of saturation plans are being sold for advertisers who left radio and came back, he says. Hal Holman Co. (source: Hal Holman, manager) — Claims his firm (all offices) are 1 1 % ahead of last year at this time, allowing for deletion and addition of stations. Notes increase in four-week and similar saturation campaigns, with farm and automotive business up. Some advertisers, he says, are increasing radio upon finding tv station coverage limitations ("pulling out of state"), and there are other instances of one-time radio advertisers who went to tv then returned to the aural medium. H-R Representatives Inc. (source: Carlin S. French) — "In general spot has been up. A whale of a lot of advertisers have found that television is too rich for their blood and are returning to saturation radio." Automotive business, up. Fall prospects: "good." Indie Sales Inc. (source: Fred Jones) — Spot radio up over last year (60% is claimed) and "prospects look better than for first half of 1955." Claims firm did six times as much business during first quarter (though off "a few percentage points" in second). The big turn: insurance (All-State Insurance Co.). (Mr. Jones represents Donald Cooke Inc., Hil F. Best Co. as well as Indie Sales Inc.) The Katz Agency (source: Gerald H. Gunst, manager) — In general spot radio seems to be "pretty fairly well holding its own." The volume is at a fairly level rate with last year." Also represents newspapers. Joseph Hershey McGillvra Inc. (source: John Shelton, manager) — Business has been "very good." Claims his firm's increase generally has been a little "above the average of the industry; billings are ahead of last year," with fall prospects very good. The big factors of activity: drug, food, automotive accounts. Automotive firms seeking availabilities: De Soto, Chrysler and Pontiac. John E. Pearson Co. (source: James Bowden) — Spot radio is "quite a bit" over last year at a continuing rate for the first eight months of 1955 and year's prospects are "excellent." Among contributing factors: food, tobacco accounts. — "There is more interest in spot radio today than a couple of years ago." Cites aggressive campaigns by networks, stations and industry as a whole on rate structure, programming and other aspects to meet tv competition. Radio-Tv Representatives Inc. (source: Ed Nickey, general manager) — Holding its own compared to last year. Prospects for fall: perhaps a slight increase. Claims to have recorded an 85% increase in spot radio in 1954 over 1953. William G. Rambeau Co. (source: Boyd W. Lawlor, manager) — "For the first six months we are running a little ahead of last year. There seems to be more general activity, particularly in recent months." Hazy about fall prospects. Reports automotive business has been sporadic, with increases in spot radio by some, a dropoff by others. Sears & Ayer (source: Burt Sears) — Ahead of last year and business looks like it will continue in same vein. "Farm accounts (DeKalb Agricultural Assn., Pioneer Hy-Bred Corn) have become active." Claims there has been general business increase. Venard, Rintoul & McConnell (source: Howard B. [Howdee] Meyers, manager) — Business has been "very, very good this year," with spot radio ahead perhaps 20% and total 40-60%. A good month in August (biggest this year in 20-month history of firm). A lot of increases (a majority) in terms of billings have been in radio station field. Says Mr. Meyers: "In radio-tv markets radio has suffered but dollars are being spent, radio always seems and apparently will always continue getting an even break." The Walker Representation Co. Inc. (source: Ralph C. Kelley, co-manager) — Business is "slightly up" so far this year and it "looks very good for fall." Notes that since Walker represents number of small market stations, factor of tv competition is minimized with respect to spot radio advertisers. Weed & Co. (source: Neal Weed, manager)— Reports the first six months of 1955 were "slightly off" the pace of that period last year but business has been very good the past seven or eight weeks. "Activity in spot radio here is so good that it looks like business might prove superior this year to 1954." Fall prospects: very good. Prime activity factors: soaps, cleansers, flour, etc. Points out past experience has been that Chicago office business follows that of New York headquarters months later, is now feeling upsurge. (Describes this "delayed reaction" as sort of "Wall Street concept.") Adam J. Young Jr. Inc. (source: William J. Reilly, manager) — "We've had the best summer in our history." Reports spot radio "poor" last year but for first six or eight months of 1955, it's been up as much as 35%, with "fine" fall prospects. No particular category responsible for surge, but there's been "new interest" in radio. WWRL New York has the LARGEST AUDIENCE IN 3 MARKETS NEGRO SPANISH GERMAN 5,000 WATTS DE-5-1600 Page 190 • September 19, 1955 Broadcasting • Telecasting