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"NATURALLY, I LISTEN TO KFWB"
"For the satisfaction I get from a perfectly tuned, precision machine that makes a winner, give me sportscar competition.
In the realm of broadcasting, that same precision . . . perfectly tuned . . . comes through to me with KFWB . . . so, naturally, I listen to KFWB. It's a winner!"
The KFWB audience gives you more men, more women, more children . . . more everybodies . . . than any other Los Angeles station.
Buy KFWB . . . first in Los Angeles.
6419 Hollywood Blvd., Hollywood 28 / HO 3-5151.
ROBERT M. PURCELl, President and Gen. Manager JAMES F. SIMONS, Gen. Sales Manager Represented nationally by JOHN BLAIR & CO.
000,000 amounted to 60.45% of all the local budget. This trend downward from 64% to 60% has been persistent through the decade.
"Local advertising now accounts for more than 60% of the aggregate radio industry's revenue (stations and networks). Local advertising supplied 62% more radio dollars in 1958 than in 1948, taking the nation as a whole, though its share of all local billings fell from 11% to 9.4%.
"Television has steadily moved forward in the local field, its 1% in 1949 rising to 5.9% in 1955 and 6.6% in 1958. The growth of tv as a local medium has been slow but steady. Both radio and newspapers have received an increase in total advertising dollars while a smaller share of total local billings.
"Advertising is one of the nation's strongest growth industries, having more than doubled in the last decade. Continued growth in the national economy will generate more advertising as a basic tool of American business. Both radio and tv have proved they are effective means of selling goods and services. They will continue to improve
their competitive position, with tv enjoying the greatest expansion of any medium."
BAR expands daytime tv monitor services
In further expansion, Broadcast Advertisers Reports Inc., New York, announced last week that it will begin to monitor 50 markets during the daytime, starting this month (Closed Circuit, Sept. 28).
A BAR official noted that this move, described as the "second large-scale expansion in as many years, will give BAR subscribers their first factual data on daytime spot tv activity in mediumsized markets." The top 25 markets already are on a full-time monitoring basis.
New sign-on to sign-off coverage will be available for 146 stations in the medium-size markets, which BAR now monitors during nighttime hours only. The plan calls for inauguration of signon to sign-off service in 12 or 13 markets each calendar quarter until all 50 markets are converted to a full-time basis. When implemented, BAR full coverage will be offered in 75 markets.
Experiencing 'Experience Run, U.S.A.' • Behind the wheel of the new Ford Falcon, driver John Mantz reports on performance at a check-point along "Experience Run, U.S.A." The Falcon campaign, placed through J. Walter Thompson, is in its third week of heavy radio spot-time devoted to road-test reports throughout the country on the car's performance. Spot placements consist of regular Ford schedules on major market stations and 20-24 spots on NBC's Monitor on weekends.
52 (BROADCAST ADVERTISING)
BROADCASTING, October 5, 1959