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THE MARKET
NEGRO MARKET DATA:
STILL INADEQUATE
BUT STARTING TO FLOW
^ Better-heeled stations and groups are beginning to shell out money to get market information but some basic research is still needed in audience data
\^ne of the laws of market research is that the more the supply the more the demand.
Though the growing volume of complaints is infuriating to the suppliers, particularly media, this law cannot be repealed. During the 20's when the amount of market research was only a small fraction of what it is today, only the avant garde insisted that more was needed. Today, the vast piles of information seems to have created a monstrous and voracious appetite for bigger and bigger studies and finer and finer breakdowns.
The Negro market is no exception to this law. Moreover, the complainants stand on firmer ground since the Negro market is not particularly well researched.
To get right down to it. there's that nagging agency reminder that Negro radio ratings are few and far between. General market ratings are not designed with large enough samples to permit breaking down the figures so as to isolate the listening hab
its of Negroes. Even if the samples were large enough, the Negro ratings would be highly suspect since sampling is often based on telephone homes, the most economical way to sample. In many markets, particularly in the south, where the bulk of Negroes live, the percentage of Negroes without telephones is high enough to throw any telephone-based ratings out of whack. This is true whether the ratings are for the market as a whole or the Negro segment only.
WGIV, Charlotte, N. C, is currently circulating a study of telephone homes in its metropolitan area. The station employed a professor at Johnson C. Smith University to make a count of Negro residences on 288 streets. There were 12,196 residences. But the telephone book listed only 5,708 telephones on those streets — or 46%. Many markets, of course, have a higher percentage. KSAN, San Francisco, found 80% of Negro families with telephones.
In the area of general market re
EDUCATION: Negroes are going to school longer. Top, Rev. Harrell Tillman, KYOK, Houston, d.j., presents scholarships to students. Bottom, Hal Hartley, p.r. director of KOKY, Little Rock, gives awards to two high school honor students
MIGRATION: At National Baptist Convention held recently in San Francisco and covered by KDIA, California's Governor 'Pat' Brown greets Dr. J. H. Jackson, convention president. Rate of increase of Negro population in California has been high. San Francisco and Los Angeles are among the top 10 Negro markets. Migration to West Coast has followed 'straight line' theory, that is, the Negro from South migrates to closest metro centers. Chicago gets Negroes from mid-South, New York from East Coast areas, etc.
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SPONSOR NEGRO ISSUE
26 SEPTEMBER 1959