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NIGHT RADIO: FAR FROM DEAD
^ Creative pro^ramm*:. discussion snows, per>onalitie*. and empha*i* on local new* are attracting advertiser* to nighttime radio on station* all around the countrv
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ATTRACTING NIGHTTIME SPONSORSHIP are these programs: KLZ's (Denver) Denver at Night (left above). Murray Kaufman whose records show is heard on WINS, N.Y.C. weekday nights from 7 to 10:30 p.m. Also KMPC (L.A.) nighttime current events program, Nightside. part of the schedule bought by local Pepsi-Cola dealers last month
t's been said many time* — in the trade — that for a medium which was declared deader than a door nail ten years ago. radio sure _ and.
And of course, everyone knows all about its daytime activities. How. for instance, radio goes along with die housewife while she waxes the floor, or whips up a batch of Pablum. And that it"s right there — somewhere in the potpourri of shaving equipment — in the bathroom when the man of the house does awav with his morning fringe of whiskers ' FCC head Minow included: he said as much ir his talk to the CBS Radio group ir New ^ ork City, last month i . The*. there are all the outdoor places radk manages to get around to. places where its not possible to tote a tv set.
Recently, however, and with little hoopla, the "corpse" is beginning to show signs of becomii nocturnal gadabout i in local areas,] anywav. I
Radio stations in a number of markets around the country, aring to rep shop talk, experiencir.. creased sales activitv in nighttime segments. Although most of the ness is from local advertisers, indications point to the fact that national! accounts are eyeing night radio wit] more than cursory interest.
In other words — and to borro"*] these words from Robert E. Eastr national sales manager. Josep:. Cuff — more advertisers are begir to "see the light insofar as nighttim radio is concerned." Inquires "Can R. J. Reynolds. Pall Mall. Fo:< dealers. Schlitz. Mercury dealers Vaseline. Kent. Cover Girl. He 1 mann's Mayonnaise. Texaco. Falsta3 Beech-Nut. etc.. be wrong "This, he declares, "is just a partial . prominent national advertisers wh have seen the light.
He adds "perhaps this awakeni i\ on the part of national advertise l was brought about to some de<r:
?PON?OR • 16 OCTOBER 19^!