Broadcasting Telecasting (Jul-Sep 1961)

by 62.2% since the 1950 census and is more than 12 times the 1940 total. The first Bay Area Negroes were concentrated in Oakland, families of Pullman employes working on the trains whose cross-country runs terminated there. With the growth of manufacturing and government employment, they have spread out from this base, but real estate and social restrictions, as well as financial considerations, have tended to keep them close to the business and industrial centers and 86% of the Negro population of the San Francisco-Oakland district live within 15 miles of San Francisco's Civic Center, chiefly in the East Bay cities. Interviews with more than 500 Negroes by Far West Surveys showed this group to have a mean family income of $370-$420 a month, with some families receiving more than twice that amount. Interviewers found more than 90% of their respondents had tv sets and refrigerators, more than two-thirds owned automobiles and record players, more than 97% had radios (two-thirds of the homes having two or more sets, one-third with three or more ) . Pulse and Hooper surveys indicate that the Bay Area Negro is a betterthan-average radio listener and that he listens most to the two stations which program specifically for him. MORE PEOPLE MEAN MORE BUILDING And it provides another criterion of area's good times As more and more people move into the Bay Area, more and more places are needed to house them. In the 10year period, 1951-60, a total of 378,389 dwelling construction permits were issued in the nine bayside counties. Single unit dwelling permits totaled 279,392, nearly three times as many as the 98,997 multi-unit buildings, although the number of new one-family homes built each year has declined from the 1955 peak of 39,979 to 25,891 in 1960, while the duplexes and apartments have shown a steady increase from 5,372 in 1955 to 20,203 last year. The total dwelling permits, single and multi-units combined, dropped from its 1959 peak of 49,355 to a 1960 total of 46,094. Dollarwise, residential construction amounted to $545.9 million in 1959, and dropped to $510.0 million last year. The cost of constructing a medium-size-dwelling as of Jan. 1, 1961, is estimated at $13,608 (excluding land), less than 1% over the 1960 figure of $13,480. In 1950 a home of this type could have been built for $8,000. A noticeable trend toward homeownership is shown by the census sta tistics. In 1950, less than half (48.0%) of the San Francisco-Oakland metropolitan area families owned their own homes. By 1960. 54.5% of this sixcounty area total were homeowners. In the San Jose metropolitan area, there were 184,945 occupied housing units in 1960, of which a staggering 68.8% were occupied by their owners, more than twice the number of renters. The $13,608 figure is about right for a house in Daly City (that's where Candlestick Park, windblown home of the Giants, is located), according to the real estate ads. For twice that amount one can get a home in the Marina district, although a good view of the yacht harbor brings a premium. And a mansion in Pacific Heights can be had for $200,000 or so. But some people prefer apartments and they too are available in all sizes, locations and prices, up to Green Hill Tower, cooperative apartment house on Russian Hill, where a luxury penthouse is available at $250,000 and other apartments are priced down to $43,500. The need for more housing for more people has led city planners to come up with a scheme to turn the Presidio represented by National Sales Division * RKO General, BROADCASTING. September 25, 1961 75