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converters, BlonderTongue, estimated a sale of 30,000 converters.
WOOK's John Panagos reported to sponsor that there'll be at least 100,000 equipped families by airdate (early November) . Since the average Negro family contains four persons, VVOOK will start with an audience potential of 400,000, and the half-million figure should be passed by mid-December. (EI projects all-channel set sales at 10,000 per month in Washington, to the end of the year.)
The uhl station will broadcast nights only. This affords room for about 35 national and local advertisers on the schedule, at a onetime card rate of $60 per minute; $30 for 10-seconds, and S500 for a programing hour. (Less frequency
and pre-air discounts.)
Filling the ad roster probably won't be too hard, but completing the program schedule is difficult. Between 6 and 1 1 p.m., WOOK's viewers will get two i/2-hour news shows, from UPI film and slide service; Negro newscasters plus a Negro weathergirl.
Following the early news, there'll be a dance party from 0:30 to 8 p.m., with featured recording artists. Also, a half-hour spiritual/ gospel show, emceed by Ha/el Smith (who has a sizeable following on WOOK radio.) Mahalia Jackson's program is in, plus an unspecified-content women's halfhour.
Washington viewers also will get a nightly variety show, i/2-hour,
starring bands and local proles sional talent. "Jazz USA" comes once weekly (the show's from Steve Allen's Meadow lane Productions), and The Lionel Hampton Show will be a featured weekly attraction (probably Thursday or Friday.)
Hampton has also been signed as musical director of the station. He's scouting now lor all the pro Negro talent he can find; intense cooperation with Howard University is also under way. The new Ampex units attached to WOOK TV's 45 x 65 studio will be busy: major part of the programing will have to be station-created, live-ontape. "Certainly it's difficult," says v.p. Panagos. "But we're looking (Please tut n to page 50)
compared with strong audience of Negro-appeal radio
Average Weekday share of Negro Audience
Negro radio General radio
% share and % share and
Market
No. of stations
No. of stations
New Orleans
60.9%
(2)
40.1% (8)
San Francisco/Oakland
45.0%
(2)
46.0% (9)
Dallas
36.0%
(2)
41.5% (4)
Columbus, Ga.
51.0%
(1)
47.5% (4)
Baltimore
57.0%
(2)
36.0% (7)
Miami
53.0%
(1)
42.0% (9)
Baton Rouge
56.0%
(1)
44.0% (6)
Chattanooga
49.0%
(D
49.0% (5)
Mobile
64.7%
(2)
35.1% (5)
Memphis
61.7%
(2)
33.3% (5)
Average Weekday share of Negro Audience Negro radio General radio
Market
% share and No. of stations
% share and No. of stations
Houston
64.1% (2)
34.7% (6)
Washington, D. C.
56.3% (2)
40.9% (7)
Philadelphia
55.0% (2)
38.0% (6)
Cleveland
57.0% (2)
41.0% (6)
Los Angeles
36.7% (1)
52.5% (10)
Detroit
47.3% (2)
48.6% (7)
Birmingham
53.0% (3)
39.0% (6)
St. Louis
60.0% (2)
41.0% (9)
Beaumont-Port Arthur
46.0% (1)
53.0% (7)
Bernard Howard, from most recently Pulse and Hoopei metro area reports.
BY MARK TWAIN: SATAN S VIEW OF MAN WILD WEST DODGERS
Magazine readership is low in Negro families.
Hut radio survey s/iows that strong stations can capture the market.
HOLIDAY
SPONSOR NEGRO ISSUE
22 OCTOBER 1962
>*.-<
^Atlantic