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BALANCED PROGRAM
MEANS
LISTENER
LOYALTY
. . . and 30 years of KTRH programming has developed a pattern of listener loyalty blanketing over 80 counties, serving over 1,087,100 radio households and extending over 60,000 square miles. Comprehensive news reporting, tasteful music, sports, farm information and variety give KTRH the popular balanced programming that benefits over four million people.
KTRH
50,000 WATTS -740 KC
-CBSHOUSTON, TEXAS
© Vol. 14, No. 44 • 31 OCTOBER I960
SPONSOF
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USI
DIGEST OF ARTICLES
Will spot radio hit $200 million?
27 SRA says "yes," some reps say "maybe." All are more concerned t the concentration of ads in top markets, tv-oriented spot radio buyi
What air buyers say about merchandising
30 Timebuyers indicate in the seventh NBC Spot Sales opinion panel tl station merchandising is on the upswing in radio, on the decline in
How radio rebuilt 'N. Y. Times' image
33 Colorful copy is helping erase idea that newspaper is ponderous to rejj Saturation radio helped raise weekday circulation 17% in four years' tii)
Bob Mohr put Timex on top
35 Revolutionary7 watch merchandising concept of placing Timex in dru tobacco, and novelty chains was largely Robert Mohr's innovate
FARM RADIO AND TV, I960
37 sponsor's 9th annual summary of trends and highlights in farm rad and television summarizes how media work with marketing in new sellii concepts. Included in this section are reports from farm advertise as well as new farm market data from the 1959 Census of Agricultui
38 Farm sponsors and markets
40 NATRFD sparks major
changes
41 Why International Harvester
uses rad
0
42 Why MasseyFerguson
uses
network tv
44 Farm market basics from th
e Census
FEATURES
56 Film-Scope
58
Sponsor Hears
24 49th and Madison
19
Sponsor-Scope
64 News & Idea Wrap-Up
6 Newsmaker of the Week 64 Picture Wrap-Up
78 51 78 15
Sponsor Speaks Spot Buys Ten-Second Spots Timebuyers at Work
76 Seller's Viewpoint
75
Tv and Radio Newsmaker
48 Sponsor Asks
52
Tv Results
1 2 Sponsor Backstage
55
Washington Week
Baa
Hill 8-2772 Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. lirminfiiJ Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Suns«.Boulevard. Fhone: Hollywood 4-8089 Printing Office: 3110 Elm Ave., Baltimore 11, MtJ Subscriptions: U. S. $8 a year. Canada b other Western Hemisphere Countries S9 ■ year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A. Adorr all correspondence to 40 E. 49th St., N. Y. 17, N. Y. MUrray Hill 8-2772. Published mHtM by SPONSOR Publicatio
i inc. 2nd class postage paid at Baltimore, Md.
©1960 Sponsor Publications Inc.
SPONSOR • 31 OCTOBER 1"6|