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-27- NAEB PRESIDENT’S PAGE Prepared by Seymour N. Siegel WNYC, Municipal Broadcasting System ^ New York Among the many plans advanced at the Biloxi Annual Meeting., f or the coming year, those in attendance remember the. emphasis placed on the necessity for research and promotion by individual member stations. In the improvement of management of any radio station . • . whether it be commercial or educational . . . certain basic facts must be available on a dependable, contin¬ uous basis. All of the most wonderful programs in the world mean very little if the audience does not know of their availability*. Furthermore, in order to program properly, management must have certain basic facts. It is a matter of deep-seated curiosity to the officers and directors of NAEB as to just how many individual, meiriber stations have something as fundamental as a knowledge of their service area. In emphasizing the need for research and audience building, perhaps it might be advantageous to reduce the problem to simple terms. How many member stations can answer the following questions* Does your station have an engineering map or a mail-pull map? Does it have any other index of the physical area covered by your signal? How much of your listening area is urban and how much is rural? How many radio homes are there in your area? Do you have certain quantitative information, such as the number of retail stores, sales value, per capita income, automobile registrations, bank depos¬ its, etc., all of which might determine the economical pattern of your lis¬ teners? What local or civic interests or problems are more or less peculiar to the people in your listening area? Are they home owners or renters? Are they eater-inners or eater-outers? Do they go for Cadillacs or Fords? Are they friendly or aloof? Do they stay at home or do they entertain outside the home? What about local customs and mores? What about local civic pride? What are their program preferences? Does your station have any high degree of loyalty among all the listeners in your area?