Broadcasting Telecasting (Apr-Jun 1958)

Put Your Money Where the Buying Is Ask any of our advertisers, "Why WDIA?" and vou'll get the same answer: WDIA SELLS THE MEMPHIS NEGRO MARKET AS NO OTHER MEDIUM CAN! Here are some facts you need to know about this big buying audience. LARGEST NEGRO MARKET IN U.S.A. WDIA, with the only 50,000 watt transmitter in this area, reaches 1,237,686 Negroes. Almost one-tenth of the nation's total Negro population! More than the combined Negro populations of New York plus Detroit plus Cleveland plus St. Louis . . . with the overwhelming earnings of $616,294,100 last year. A vital economic factor in Memphis, the Negro is elevating his standard of living, his income, his buying power. According to a 129-city survey, Memphis ranks first in ratio of total Negro income to total white income, with $28.79 of Negro income for every $100 of white income. Quite a contrast with New York — where the ratio is $6.59 for every $100, and Chicago — with $7.89 for every $100! HIGH VOLUME— SALES RESPONSIVE! This Negro market spends an average of 80% of their income on consumer goods; last year bought 61.3% of the flour sold in Memphis . . . 52.7% of the hair tonic and dressing . . . 47.9% of the sugar . . . 45.1% of the household waxes and polishes. Small wonder that WDIA consistently carries a large year-in, year-out list of advertisers that includes: BAYER ASPIRIN . . . BREAST O'CHICKEN TUNA . . . BRUCE WAX AND POLISH . . . COLGATE-PALMOLIVE COMPANY . . . CONTINENTAL TRAILWAYS . . . GENERAL FOODS CORPORATION . . . GROVE LABORATORIES . . . KROGER STORES Negroes make up 40% of the Memphis market ! And, before it buys, this big Memphis Negro market listens — to WDIA! Low Negro newspaper readership and television ownership mean that you can't reach the Memphis Negro effectively with these media. WDIA ALONE DELIVERS JT! More than a radio station to its loyal audience, WDIA is an institution — an integral part of their daily lives. WDIA combines unmatched personal appeal, hardhitting salesmanship and powerful coverage — to sell the largest Negro market in America ! In Memphis, the Negro listens to WDIA — then buys! Gold can't buy that kind of loyalty, but you can! Write us today for facts and figures . . . success stories in your field! WDIA is represented nationally by John E. Pearson Company EGMONT SONDERL1NG, President HAROLD WALKER, Vice-President, Sales Page 20 • May 12, 1958 OPEN MIKE CONTINUED merchandise sold by Hodges' clients who, I am sure, are not as concerned as he is with restricting sales to musically-pure customers. Modern radio is a community service thai gives the public — yes, the adult public -what it wants in popular music, news and other services and has built community loyalty and response. Duncan Mounsey Executive vice president-general manager WPTR Albany, N. Y. editor: I would like permission to reprint Ernest J. Hodges' article on rock-and-roll radio in its entirety. This is the finest single article I have read on the subject of music in radio, and I would like to see it get the widest possible dissemination. Joseph S. Sample President KOOK-AM-TV Billings, Mont. [EDITOR'S NOTE: Permission granted.] editor: As a d.j., let me lend my voice to the current rock and roll controversy. It seems that a lot of stations are banning rock and roll just because it is rock and roll and because adults don't like it. What segment of the audience are we trying to capture? The 40-to-60-years-olds? Or Mr. and Mrs. America whose ages range from 18 to 35 and who are just starting to furnish the house, buy that tv set and the many other appliances needed to start housekeeping. . . . The emphasis should be on a well May 11-14: Canadian Assn. of Radio & Tv Broadcasters, Queen Elizabeth Hotel, Montreal, May 15-16: North Carolina Broadcasters Assn., Southern Pines. May 15-16: Nebraska Broadcasters Assn., Scottsbluff. May 15-16: International Advertising Assn., annual convention, Hotel Roosevelt, New York. May 17: UP Broadcasters of Indiana, SheratonLincoln Hotel, Indianapolis. May 19-20: Illinois Broadcasters Assn., of Springfield. May 19-21: National Retail Merchants Assn., sales promotion division, national convention. Palmer House, Chicago. May 20: Wisconsin Broadcasters Assn., Plankinton Hotel, Milwaukee. May 21-23: Pennsylvania Broadcasters Assn., Galen Hall, WernersvUle. May 22: Magnetic Recording Industry Assn., distribution congress, Conrad Hilton Hotel, Chicago. May 23: Connecticut Broadcasters Assn., Waverly Inn, Cheshire. May 24: Florida UP Broadcasters-Telecasters Assn., Silver Springs. May 26-28: American Management Assn., annual packaging conference, Hotel Statler, New York. May 26-30: National Packaging Exposition, New York Coliseum, New York. May 28-29: Kentucky Broadcasters Assn., Sheraton-Seelbach Hotel, Louisville. June June 3-6: 36th annual conference, National Industrial Advertisers Assn., Chase and Park Plaza Hotels, St. Louis. June 4-6: Armed Forces Communications and Electronics Assn. Exhibit, Sheraton Park Hotel, Washington, D. C. June 5-7: Western Assn. of Broadcasters, Banff Springs, Hotel Banff, Alta. balanced show. And let's face it: rock and roll is here to stay. So why not incorporate it into the show? Frank G. Macomber IV WFTR Front Royal, Va. Seconds Seavey Sentiments editor: Your coverage of the clear channel case in the April 21 Broadcasting should be considered must reading for every professional broadcaster who is interested in the future of our industry. Surely, it should be evident that permitting class II stations to transmit on clear channel frequencies would only further clutter the already overcrowded am broadcast band. I submit that Mr. Hollis Seavey of the Clear Channel Broadcasting Service has correctly concluded that higher clear channel power is "the sole means of improving service." Richard L. Spears Division Manager WRVA-TV Richmond, Va. Others Doing It, Too EDITOR : I read the story where Storz stations are using a new rate policy [Stations, April 28]. . . . Most, if not all, of the Philadelphia stations have been using this policy for years. William B. Caskey Executive vice president WPEN-AM-FM Philadelphia June 6-7: Colorado Broadcasters Assn., Hotel Antlers, Colorado Springs. June 7: UP Broadcasters of Connecticut, Colonial House, Hamden. June 8-11: Advertising Federation of America, national convention, Statler-Hilton Hotel, Dallas. June 14: UP Broadcasters of Pennsylvania, Holiday Motor Hotel, Mechanicsburg. June 19-20: Virginia Broadcasters Assn., Tidewater Inn, Irvington. June 19-21: Maryland-D. C. Radio & Tv Broadcasters Assn., Stephen Decatur Hotel, Ocean City, Md. June 19-21: Florida Assn. of Broadcasters, Colonial Inn, St. Petersburg Beach. June 22-28: Advertising Assn. of the West, annual convention, Vancouver, B. C. July July 21-25: National Assn. of Educational Broadcasters, seminar, Allerton House, Monticello, in. August Aug. 1-2: Oklahoma Broadcasters Assn., Lake Texoma Lodge, Lake Texoma. Aug. 4-23: Summer Tv Workshop, College of Communication Arts and WKAR-TV Michigan State University, East Lansing. Aug. 13-16: Affiliated Advertising Agencies Network, annual international meeting, Lord Baltimore Hotel, Baltimore. Aug. 19-22: Western Electronic Show and Convention, Pan Pacific Auditorium, Los Angeles, Calif. Aug. 26-27: Georgia Broadcasters Assn., St. Simons. September Sept. 5-7: West Virginia Broadcasters Assn., Greenbrier Hotel, White Sulphur Springs. Sept. 21-24: L'Assn. Canadienne de la Radio et de la Television de Langue Francaise, Alpine Inn, Ste. Marguerite, Que. Broadcasting UPCOMING