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is becoming direct]) competitive with the other two segments of the broadcast media. It is competing against tv for listeners (and theretore advertising dollars) and it is competing against the established am radio stations.
It is a general rule that fm's listening time is at night, primarily because this is when the family is together, just as in tv. However, if an I'm station makes its programing and the quality of its signal appealing enough, it has been demonstrated that there is a good chance of reaching both the nontv viewer as well as the selective tv viewer. These people are in a far more desirable demographic category than the inveterate tv viewer. However, the latest figures show that fm's audience is increasing substantially during the daytime hours, too. This is undoubtedly a reflection of increased housewifeacceptance plusa gradually burgeoning out-of-home audience available through portable and car I'm.
As the fm audience increases, it is bound to take away listeners from the established ams, and this is already the case in many of the major markets. In spite of what the affected ams might think, this cannot help but to be beneficial to radio as a whole, because as radio continues to display its vitality, advertising allocations into the medium should accelerate.
But the time has come for fm station operators and agency media personnel to realize that fm is a big item today. We know, of course, that the New York I'm market is larger than the Los Angeles am market, but of greater significance is the fact that sets-in-use figures are up. More people are listening to more fm, and there are more stations programing to fill the gaps left by unimaginative am stations.
In case you think I'm anti-am radio, let me reiterate that not all fm is good and not all am is bad. This is not a case of "good guys" versus "bad guys." There are great
ams operating today and some i\ them are reaching fm-type of at dience (WQXR New York an WNMP Chicago, for example Conversely, there are fms opera ing that reach audiences normal equated with the am level. V point is that the day has passe when fm stations must come to i\ advertiser, hat in hand, and afor consideration simply because , is fm, and therefore good. Goc fm today is past the stage of sticl ing with its not-so-good fm bretl ern in the hopes of getting a piecj of a special fm budget. This is big, aggressive medium that is wi nessing the influx of real profel sionals into its management. Kaisel Metromedia, and Triangle are on a few of the major fm broadcasj ers. The time is rapidly passirj when a buyer will buy radio "bil not fm," because fm is radio, should sink or swim on that basl and if you look closely, you'll s<J that a good percentage of the fnl swim very well indeed.
Richer in confers with /"\ associaU . Norman Perreault, as the two disi iiu an upcoming \/><>f campaign on Richer-repi esented stations.
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