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RADIO BUYING OUTLOOK 1964
TIME SPENT LISTENING TO RADIO
In 1964 cur you planning to I radio more, about the same, less than in 1963°
Compari-d with a y cm nrjo do you I
that pi-oplf In your mortal or* li
to radio now more th< scim< !•«•?
SEVEN MARKET COMPOSITE DATA
INDIVIDUAL MARKET DATA
•"• 5*-.
• acs
Lni
About '
SEVEN MARKET COMPOSITE DATA
r
INDIVIDUAL MARKET DATA
JOTE Differences between 100°o and the sum of the data for each market is the extent of non response
S his Music." rhese local •pinions arc expected to supply t-of-town buyers with an analsis they can respect. I Ik use of production devices eh as sound effects for news and .i\> use of call letters has long a subject of discussion. Smith sked his respondents: "Do VOU tlievc these devices 'help.' "hinder' Tiave no effect' on the commer4.1I impact of the si.it ion's advertisNine devices were listed: )pen Mike"' sho\s s. heavy use of ersonal appearances (by station ersonalities), listener contests. etvy use of call letters, sound efCtS for news. I he response \aried om market to market in these five
categories. In lour other categories, the great majority of respondents in all markets either expressed no opinion or believed those devices had DO effect. I he one device a majority agreed "hindered" the commercial effect was "sound effects tor news " On the other hand. a majority agreed that "Open Mike" shows "help" commercial impact
\ encj people had little difficulty associating specific production devices with particular stations in their market
Moving into the important news element, the media people « asked a two-part question "In your judgment, which radio station in your city does the b '-<'// job
of news? Has the most capable and active /"<i>/ news department?*1 In
every market examined, one or two stations dominated the chok
I nderstandably, the stations which stood out m news s
almost universally rated high with the media people when they wi .isked "In your judgment which
radio station in >our market ; forms the greatest service to your community? Which one divs the most effective editorializing
In addition to the individual market studies, the Smith study combined information from the ious markets into a composite Taking questions which pr>
lly applk s
»y 11 1964