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Bill McDougall (I), "Boating Broadcaster's" skipper, accepts the 1964 National Boating Week Award from T. F. (Pop) Ellis, squadron commander of the Galveston Bay U. S. Power Squadron, in recognition of KXYZ's consistent promotion of safe boating.
Promotions by Bill McDougall (I), such as this pre-teen ' age "regatta," helped California Avocado Advisory Board to sell their avocados by the thousands.
adio and the regatta
Sponsors find air media the right sales vehicle for reaching the nation's affluent boater-consumer
■ Leisure time activities — fed by a continuing period of prosperity — have mushroomed into a prodigious $45 bilHon a year industry.
In a group of popular pursuits that includes hunting and fishing, camping, photography and golf, among others, boating has reached the high water mark as the most popular pastime among those who stay relatively "close to home."
Eight million pleasure boats, from Eastport, Me., to the westward shores of Catalina Island and on to the exotic climes of Hawaii, now ply U.S. waters.
In 1963, boating enthusiasts spent a record $2.5 billion (at retail) for an array of products and services ranging from vessels and motors to maintenance, insurance and accessories
Additionally, these boaters are
also consumers with a combined after-tax income conservatively estimated at $40 billion!
Obviously, they constitute a ready market for goods and services both in and out of the aquatic world.
But how do interested advertisers reach this vast and affluent group?
One way is through radio.
Certainly not every city is a port — yet there are many summer and year-around centers of marine activity. These sites are dotted along thousands of miles of shoreline as well as along myriads of lakes and rivers.
Certainly air media's capacity to reach these boater-consumers is great. Only a trickle of 1963's advertising outlay by the boating industry, estimated at $50 million, reached broadcast, however.
Although craft-ownership's sharp rise has been especially notable during the past four years, a 1960 survey by Radio Advertising Bureau already reflected this group's potent listenership. Even then, the study disclosed, 37.6 percent of all pleasure boats were equipped with built-in AM radios, while 62.4 percent of the remaining craft had at least one portable on board. The survey also found that "most" radios were in use "nearly all the time" that the passengers were on ship.
An example of one station in a prime port, which has set its sails and found local waters to be warm and friendly, is Houston's KXYZAM-FM.
Ideally located near the busy, marina-studded Texas Gulf Coast, the station's year-around aquatic
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