Sponsor (Oct-Dec 1960)

rent format, built around the single idea of "easy listening.' " Music is essentially selected for its nostalgic value, but liberally sprinkled with current selections without the rock 'n' roll beat. Audience composition studies of the total market determine the degree of nostalgia KRAK programs. Irv Schwartz, vice president & general manager, KUDL, Kansas City, Mo. We believe that a strong trend in "modern" radio programing today, Kb Strong d.j.'. identify with personalities and the format of the future is the "human sound." Declining is the frantic, mechanical sound favored by so many of the formula stations. KUDL's programing is, we feel, indicative of the new sound taking hold across the country. KUDL programs popular music by actual survey as many stations do, but includes a more comprehensive choice of selections for a wider range of audience appeal. The format is built around strong personality deejays. Whereas most formula stations relegate their deejays to the role of an impersonal voice, KUDL features the warmer, person-to-person approach. Our air personalities have distinct individual characteristics, and listeners are able to spend much longer time with their air "friends," with whom they are able to identify. Emerging is a trend to the return of the disk jockey as an effective personality. However, unlike in the days of "old" radio, he is now integrated more conspicuously into the modern production and program format. At KUDL the disc jockey is being utilized as a showcase salesman. Because so many stations have adopted the hectic, mechanical sound, individual operations can quickly lose their identity unless they program for more day-long staying power and continued tune-in appeal for the listener. While the production should be equally tight, it must now be en hanced with more creativity and supplemented by such programing distinction as exclusive vignette features; on-the-air personalities; and more comprehensive-appeal promotions, and services. For example, KUDL pioneered the new editorial approach in Kansas City a year and a half ago. These are one minute capsule features on subjects of community interests in which the station usually takes a stand and tries to effect positive action. To sum up; the combination of the modern, smooth, fast-moving tight production with a less frantic, more warm and human approach produces a more believable sound — more appealing to listeners and more effective for advertisers. This "human sound" will more and more be heard on stations across the country. Robert S. Richmond, vice president, WMEX, Boston If you're wondering where the melody went — the almost forgotten {Please turn to page 56) MORE THAN HOURS of LOCAL EACH WEEK programming Eg z::^!r: SSSSr}-" This is the PLUS factor that makes WOC-TV more exciting — more interesting — more effective than the competition. Yes, more local programming for homemakers, for sports fans, for youngsters . . . all this in addition to NBC, top ABC shows and the best of the syndicated shows. These are the people that buy products in the nation's 47th TV market. More than 2 billion dollars in retail sales ring on the retailer's cash register. Over 438,000 TV homes are within the 42 counties of WOC-TV's coverage area. And to help vou get the maximum number of these dollars WOC-TV specializes in effectively co-ordinating and merchandising your buy at every level — the broker, wholesaler, direct salesman, key buyer as well as the retail outlet. Your PGW Colonel has all the facts, figures and other data as well as day by day availabilities. See him today. £™ ^ SPONSOR • 26 DECEMBER 1960