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IF YOU USE RADIO ADVERTISING YOU SHOULD READ THIS MESSAGE FROM THE MANAGEMENT OF RADIO STATION WBT
Throughout its 36-year history, WBT has followed a program philosophy of providing the best possible programs for all segments of the radio audience. We call this Full-Service Broadcasting because it is not limited to "popular" music and five-minute newscasts.
We provide our listeners with news — news in depth — reported by reputable, experienced news men and women from all corners of the globe. We provide our listeners with music— but not just one kind of music. WBT offers country music, "popular" music, classical music, and many variations of the three.
This Full-Service Programming gives our listeners discussion programs, drama, comedy and quiz programs. It means church services, educational programs— programs to stimulate the imagination, the ability to think — and the ability to feel.
Through the years, audience research surveys have shown us that this is the type programming most Charlotte and Mecklenburg County listeners prefer.
But the influence of Charlotte and its institutions is not confined to municipal boundaries. What of the listeners in Rock Hill?— in Hickory?— and in Gaffney? What do people in Winnsboro' want from WBT and in Salisbury and Monroe? To find out we recently asked the Pulse, Incorporated, to send its representatives into the homes of listeners living in Charlotte and within a 60-mile radius of Charlotte to check program preferences. This was the acid test for WBT's brand of Full-Service Programming.
The results of this survey, conducted during the month of March, have just been released.
We are happy to say that WBT has met the test and its programming concepts have been justified.
The survey shows that WBT is the most popular Charlotte station in every time segment surveyed in the 25-county area (Sunday-Saturday, 6 A. M. -midnight) except one. In that segment WBT won a tie.
For this overwhelming vote of confidence by our listeners and for the support of you, our sponsors, we are everlastingly grateful and sincerely humble. And our pledge to you is a continuation of Full-Service Programming and audience leadership in the future.
CHARLOTTE, N. C.
Jefferson Standard Broadcasting Company
Broadcasting
May 12, 1958 • Page